Not Valid How simplifying the reading level of an open letter impacted downstream revenue

Date Added: May 29, 2020 Research Partner: Americans for Prosperity Element tested: Donation Page Copy

As a part of the COVID-19 (Coronavirus) response efforts, American's For Prosperity made available to concerned Americans an opportunity to add their name to an open letter to Congress as they planned a government response to provide citizens aid, as well as focused stimulus dollars to "restart the economy" again after the pandemic. The open letter had become a wonderful engagement piece for the housefile, so they decided to open it up to prospective supporters to give them the opportunity to add their name alongside tens of thousands of other signers, as well. Because the open letter was so popular, they decided to put a donation appeal behind it and test acquiring new donors, and did so very effectively. But as time went on, the open letter signup (or email capture) rates were beginning to decline, so they wanted to experiment with increasing email signups. The original letter was carefully crafted by government affair and policy experts and when graded in a readability tool, it was projected to be at a 15th grade reading level. If the 5th grade reading level they tried previously was determined to be "oversimplified," they then thought to try a 12th grade reading level in an attempt to bring it closer to the original letter contents.

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-16.1% drop How reinforcing the recurring gift option may have impacted single gift donor conversion

Date Added: May 7, 2020 Research Partner: Americans for Prosperity Element tested: Donation Page Form

As a part of the COVID-19 (Coronavirus) response efforts, American's For Prosperity made available to concerned Americans an opportunity to add their name to an open letter to Congress as they planned a government response to provide citizens aid, as well as focused stimulus dollars to "restart the economy" again after the pandemic. The open letter had become a wonderful engagement piece for the housefile, so they decided to open it up to prospective supporters to give them the opportunity to add their name alongside tens of thousands of other signers, as well. Because the open letter was so popular, they decided to put a donation appeal behind it and test acquiring new donors, and did so very effectively. But as time went on, they thought: "Would people activate a recurring gift if asked?" — so we decided to test it.

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Not Valid Does a personalized (smart content) donation page bring in more monthly donors?

Date Added: April 29, 2020 Research Partner: Care Net Element tested: Donation Page Copy

We have been looking at possibly switching to a donation platform that is built on Hubspot, allowing us to use smart content on the donation page (names, prior giving history, etc). Our goal being to reduce as much friction as possible. The first test we launched of this new donor solution provided by DepositFix was to test our short monthly donor campaign. We were going to send 3 emails to our file seeking to activate 100 new monthly donors. For each of these emails, we split the list 50/50 and one set got a personalized email with a link to a static (non-smart) donation page in RaiseDonors, our current donor platform. The other half of the audience got a link to the smart donation page in DepositFix.

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308.9% lift How simplifying an open letter’s readability impacted revenue

Date Added: April 20, 2020 Research Partner: Americans for Prosperity Element tested: Donation Page Copy

As a part of the COVID-19 (Coronavirus) response efforts, American's For Prosperity made available to concerned Americans an opportunity to add their name to an open letter to Congress as they planned a government response to provide citizens aid, as well as focused stimulus dollars to "restart the economy" again after the pandemic.

The open letter had become a wonderful engagement piece for the housefile, so they decided to open it up to prospective supporters to give them the opportunity to add their name alongside tens of thousands of other signers, as well.

Because the open letter was so popular, they decided to put a donation appeal behind it and test acquiring new donors, and did so very effectively.

But as time went on, the open letter signup (or email capture) rates were beginning to decline, so they wanted to experiment with increasing email signups. 

The original letter was carefully crafted by government affair and policy experts and when graded in a readability tool, it was projected to be at a 15th grade reading level. So, they thought: "What would happen if we dramatically simplified this language, and dropped it to a 5th grade reading level?"



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-81.1% drop How tailoring your ask to the COVID-19 (Coronavirus) crisis impacted donor conversion rate

Date Added: April 14, 2020 Research Partner: The Heritage Foundation Element tested: Donation Page Copy

During The Heritage Foundation's annual Membership Card Campaign, the team decided to experiment with an upcoming membership renewal campaign email by tailoring the content and the call to action specifically to the COVID-19 crisis tethered to their core value proposition for membership.

We wanted to see how mentioning the COVID-19 crisis would impact renewal and giving.



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36.7% lift How maximizing congruence between the offer and donation page impacts donor conversion rate

Date Added: April 14, 2020 Research Partner: Americans for Prosperity Element tested: Donation Page Copy

As leaders of Congress formulated a government response to provide relief to families, businesses and other funding priorities in response through the form of a stimulus bill, Americans for Prosperity wanted to urge lawmakers to ensure that they focused their relief on those who needed the help most—the people who have been negatively impacted by the virus. So, they put together an open letter (a petition) to urge Congress to focus on these people over others, and began to market it to both their house file and prospecting audiences online. In doing so, they included an instant donation appeal, but didn't know whether or not a COVID-19 specific call to action made more sense than using their general core fundraising value proposition. So, we put together an experiment to determine what would be most effective.

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33.0% lift How directly asking the visitor to give with a question affects conversion rate

Date Added: March 26, 2020 Research Partner: CaringBridge Element tested: Donation Page Copy

CaringBridge received most of their donor revenue through an area on the site called the tribute widget. This tribute widget asked visitors to make a donation in honor of their friend who they were visiting, and then gave them the opportunity to write a message along with their donation. Over the years, this tribute widget had been tested repeatedly to find the ideal combination of language that would motivate donors to give. Upon reviewing the most recent control, the CaringBridge team noticed that the call to action was a command, rather than a question: "Help keep this site online for them and for you". They were curious to find out if asking a question convert more people than a command. So they drafted a new treatment that asked the visitor: "Will you make a gift to ensure that this site stays online for them and for you?" It was a very slight change to the copy, but a very significant change in how it addressed the visitor. They launched an experiment to see the effect on donor conversion.

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-23.2% drop How ordering the donation process into steps impacts donor conversion

Date Added: March 26, 2020 Research Partner: EWTN Element tested: Donation Page Form

On EWTN's primary donation page, we hypothesized that we might be able to bring clarity to the donation process if we broke the form into steps. To do this, we developed a treatment donation page that had headers on each action of the donation process that communicated which step it was and what they needed to do in that section. For example, before the gift array options, the header said, "Step 1: Choose the amount you would like to give." We tested this against the control in a 50/50 split.

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Not Valid How a pre-selected value on the gift array impacted donor conversion rate and revenue from acquisition forms

Date Added: March 26, 2020 Research Partner: Americans for Prosperity Element tested: Donation Page Form

Americans for Prosperity was looking into ways to increase their donor conversion rate and revenue from the investment they were making in acquiring donors through instant donation forms online. In reviewing the forms, we decided to try adding a "Most Popular" pre-selected option in the gift array to see how it would impact these key metrics.

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