Not Valid How budget strategy in Facebook affects instant donor conversion

Date Added: February 18, 2019 Research Partner: Buckner International Element tested: Advertising

Recent experiments had resulted in a significant improvement in Buckner's active acquisition campaign known as "7 Scriptures." The greatest lift was the result of technical optimization of the Facebook ads. With this in mind, we wanted to take this one step further and continue our testing of the various advertising techniques available to us through Facebook. One of the ways ads are shown is based upon the method of bidding. Historically, we had set daily spending limits for each audience which equally spread the spend across each one. We had the hypothesis that if we allowed Facebook's algorithm to determine the allocation of spend, we may see better results. To test this, we set the budget at the campaign level, using Facebook's Budget Optimization tool instead of the ad set level (setting a daily limit per ad set). All ads and targeting remained the same. At the time of the test, each campaign was spending the same amount per day ($83 and change).

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436.8% lift How a motivational postscript increased non-member donor conversion rates

Date Added: February 18, 2019 Research Partner: The Heritage Foundation Element tested: Email Call-to-Action

During The Heritage Foundation's Kickoff Campaign in 2019, we wanted to experiment with a more motivating postscript at the end of an email that was sent to non-members. Most of the postscript messages within the campaign were transactional in nature (if you received this in error, we apologize). Would sending a core message in the postscript to motivate non-members to give work?

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21.7% lift How the fear of loss of membership benefits increased donor conversion rate

Date Added: February 18, 2019 Research Partner: The Heritage Foundation Element tested: Email Copy

Within the 2019 Heritage Foundation Kickoff Campaign, most of the control messaging delivered was highly transaction -- largely focusing upon driving members online to renew their membership for the year. On the final day of the campaign, we wanted to test adjusting motivation for the file that had not yet given by treating the email with what they would lose if they didn't renew their membership benefits, as opposed to the control message (which was tailoring motivation towards "hope of gain").

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-42.9% drop How optimizing for a donation vs. a purchase in Facebook affects donor conversion

Date Added: February 18, 2019 Research Partner: Dallas Theological Seminary Element tested: Advertising

DTS previously validated an experiment that increased donor conversion for the Revelation online course by optimizing for the native Facebook event "Purchase" rather than a custom conversion, or course signup. In test #10578, optimizing for purchase targeting led to a 191% increase in donors from the Revelation campaign, as well as a 31% increase in average gift from the "purchase" campaign. This confirmed our hypothesis that Facebook shows ads to more donor-motivated people when optimizing for purchases. It allows them to pull in additional purchase data from Facebook instead of relying primarily on data that we give to them (for example, a list of prospects or a lookalike audience). In this test, we utilized the native event on Facebook labeled "Donate", to test if the same approach would increase donations even further knowing that Facebook was likely pulling in nonprofit or donor data as well as purchase data. All other campaign elements remained the same.

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30.6% lift How personalization in the subject line impacts engagement

Date Added: February 12, 2019 Research Partner: Hillsdale College Element tested: Email Subject Line

Hillsdale College recently sent out an email that offered the opportunity for the recipient to receive a pocket-sized Constitution booklet for absolutely no cost. The initial email was opened and clicked through by many, but a follow-up email was necessary to ensure as many people as possible had the chance to get their free pocket Constitution. Two distinct subject lines were crafted for this follow-up email, and the results regarding the effectiveness of these subject lines were recorded.

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248.8% lift How a revised value proposition and removal of a high-value premium offer affects donor conversion on an instant donation page

Date Added: February 12, 2019 Research Partner: Dallas Theological Seminary Element tested: Donation Page Copy

DTS has been running their Genesis online course for some time now, but experienced a lower instant donor conversion after a couple of months of running it. They wanted to test the effectiveness of some copy (#6157) that was previously run on the Revelation course, along with the removal of a high-dollar premium offer that ran on the page. 

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51.9% lift How adding detail of an adversity in a landing page affects conversion

Date Added: February 12, 2019 Research Partner: Leadership Institute Element tested:

The Leadership Institute ran a campaign around stopping the left's push for Trump's impeachment. They wanted to know if having shorter copy that briefly stated how to confront and fix the adversity (radical leftist professors teaching students how to get Trump impeached) would result in more conversions in comparison to longer copy that includes more detail about how to confront and fix adversity.

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157.1% lift How using the purchase conversion in Facebook instead of a name conversion goal impacts donor conversion.

Date Added: February 5, 2019 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Advertising

We have been running Facebook campaigns to acquire names and donors for the Missionary Oblates for the past two years. In this time, we have found that we are able to acquire names for the organization very effectively at a very low cost. That said, we haven't been able to convert new names into donors as efficiently as we would hope. 

All of our Facebook campaigns have been optimized based on a custom conversion we've set up based on a person signing up for the particular content offer. This method has worked well to grow email files through paid media, but in recent months we've been testing a different kind of conversion goal within Facebook to see if we can not only acquire new names for the organization, but acquire new donors more effectively. Using the purchase conversion in Facebook optimizes the campaign for purchases/donors instead of new names. 

We rolled this purchase conversion out for the Missionary Oblates Lady of Lourdes acquisition campaign to see the impact on instant donor conversion. 

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110.0% lift How streamlined copy affects conversion on a benchmark survey page

Date Added: February 4, 2019 Research Partner: NextAfter Element tested: Name Acquisition Design, Name Acquisition Copy

In this experiment, we were trying to get more people to share their 3 key online fundraising metrics for us to create a new online fundraising benchmark report. Our original page had an in-depth description of the 3 key metrics, their role in the fundraising process, and a breakdown of how they each can affect revenue. We wondered if we could streamline the copy by removing this section explaining the metrics in detail. The hypothesis was that it made the page feel more like a blog, and might be distracting from the final call-to-action.

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-17.6% drop How adding stronger value proposition to the primary donation page impacts donor conversion

Date Added: February 1, 2019 Research Partner: Boys Town Element tested: Donation Page Copy

Boys Town had done a series of tests on their primary donation page around value proposition. Most of the experiments tested the control that had a single image at the top of it against removing the image and communicating a longer value proposition through paragraphs of copy. In all of these tests, they found that the single image at the top of their page with the message, "Thank you, you're not just saving one child" consistently performed best. Taking these learnings, we hypothesized that we might be able to increase donor acquisition if we tested the value proposition within the image itself. The treatment version clearly communicated a case for support and the impact a donor would have with their gift. 

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