90.8% lift How simplifying petition language impacted revenue

Date Added: September 22, 2020 Research Partner: Canadian Taxpayers Federation Element tested: Donation Page Copy

The Canadian Taxpayers Federation (CTF) is a federally incorporated, not-for-profit citizen’s group dedicated to lower taxes, less waste and accountable government. As a part of their efforts to urge the Canadian federal government in their efforts to provide relief to Canadian citizens in response to COVID-19 (coronavirus), they put together an open letter campaign that allowed Canadian citizens to urge their lawmakers for fiscal responsibility in response to the pandemic. The open letter was followed by an instant donation page which provided open letter signers to make a gift to help reach more people to sign the open letter.

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-65.7% drop How removing branding and social proof to simplify a petition impacted donor conversion rate

Date Added: September 22, 2020 Research Partner: Canadian Taxpayers Federation Element tested: Donation Page Design

As a part of optimizing petitions used for the acquisition of new activists and donors, the Canadian Taxpayer Federation looked to experiment with the branding, which also included a social proof element, from the petition signing page. How would this impact email signup rate, and downstream donor and revenue metrics?

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8.4% lift How excluding a brand name affects conversion

Date Added: September 22, 2020 Research Partner: CaringBridge Element tested: Advertising, Donation Page Copy

CaringBridge's Personal Home Pages had a high conversion rate but also a high refund rate. Their team had inserted "to CaringBridge" in both the value proposition and the button copy for this page, but hadn't tested it. They wanted to remove the brand name in a treatment and track refund rate to determine the immediate and downstream impact of including the brand name. 



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Not Valid How optimizing for “Subscribers” impacts recurring donor acquisition

Date Added: September 22, 2020 Research Partner: EWTN Element tested: Advertising

Roughly a year ago, EWTN validated that optimizing their Facebook ads for “Purchases” yielded significantly more donors than optimizing for ”Custom Conversions” (aka emails) or even for optimizing for “Donors” as Facebook defines them. Our hypothesis for this result is that Facebook’s advertising algorithm incorporated online buying behavior with ”Purchase” optimization that the other metrics did not. Ultimately, this experiment drastically improved acquisition efforts and significantly lowered costs. Recently, Facebook rolled out additional conversion options that are available for optimization. One of those options is a ”Subscription” which is intended to represent an ongoing monthly payment. Given EWTN’s emphasis on acquiring recurring donors, we decided to run an experiment to see if this metric could acquire more recurring donors than “Purchase” optimization. It should be noted that the campaign we ran this experiment on did not have a specific recurring ask but did include the option of giving a recurring gift.

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-56.9% drop How including the details of the plan decreased new donor revenue

Date Added: September 22, 2020 Research Partner: Americans for Prosperity Element tested: Email Copy, Email Call-to-Action

As a part of the Coronavirus (COVID-19) response efforts for Americans for Prosperity, they were running an acquisition offer which presented an Open Letter (essentially a petition) to Congress to not send bail out money to fiscally irresponsible states as a part of the recovery efforts. In reviewing the offer donation page, we decided to test whether or not including the details of the plan to use grassroots activists to stop this from happening would increase donor conversion rates and/or revenue.

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Not Valid How using social proof on a website can impact donor conversion

Date Added: September 22, 2020 Research Partner: Focus on the Family Element tested: Advertising

During Focus on the Family's summer campaign focused around their pro-life initiative, we wanted to see if we could impact donor conversion by using social proof to motivate people to give. To test this, we developed a slide in feature that appeared when a person visited the FOTF website that said, "[INSERT A PERSON'S NAME], from [INSERT CITY], made a donation to help save a child from abortion. You can help too>>". The feature would show for 20 seconds and then disappear, but then reappear and refresh the name and city when/if someone on the website made a gift. We showed this feature on desktop and mobile devices.

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4.6% lift How a less formal version of a sender’s title impacts open rate

Date Added: September 22, 2020 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Email Sender

The Missionary Oblates utilize the leader, Father David Uribe, as their primary sender. In general, they tend to use his formal title in their email envelop since that is what many Catholics are use to seeing. However, we had a hypothesis that a less formal sender name could increase opens so we decided to test that concept.

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