-25.9% drop How oversimplifying an open letter’s readability impacted revenue

Date Added: May 7, 2020 Research Partner: Americans for Prosperity Element tested: Name Acquisition 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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284.6% lift How the purchase conversion pixel impacts donor acquisition

Date Added: May 7, 2020 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Advertising

The Missionary Oblates of Mary Immaculate launched a Facebook campaign to promote an offer called Lenten Prayers. Historically, the campaigns have been optimized for email conversion using a custom conversion in Facebook. In recent months, Facebook released a new Purchase pixel conversion that allows you to optimize the campaign off of people who donate. We tested this new approach against the name conversion optimization.

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28.8% lift Will a less designed, more text based email lead to more donations?

Date Added: May 6, 2020 Research Partner: KUOW Element tested: Email Design, Email Copy

KUOW Public Radio is Seattle's NPW news station. Their independent, nonprofit newsroom produces award-winning stories, podcasts and events. For a time sensitive fundraising campaign, KUOW decided to test their usual email design against a more simple, stripped down, less designed version to see if it would lead to more donations. 
 



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Not Valid Will more text on a Facebook video ad lead to more clicks to the donation page?

Date Added: May 1, 2020 Research Partner: KUOW Element tested: Advertising

KUOW Public Radio is Seattle's NPR news station. Their independent, nonprofit newsroom produces award-winning stories, podcasts and events. They were running a campaign and wanted to focus on securing more monthly gifts and hoped a Facebook ad could drive more people to click and go on to make a donation. They've seen other Facebook advertising experiments where longer copy has led to increased donations and decided to test it for themselves. In each design, there is a video that was clickable but the main call to action and hope for the ad was to get people to click Donate Now and then visit the donation page where they could continue on to complete a recurring donation.
 



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68.5% lift How removing a newsletter’s marketing template impacted clickthrough rate

Date Added: May 1, 2020 Research Partner: The Fund for American Studies Element tested: Email Design

The Fund for American Studies (TFAS) was looking to increase email engagement (open and clickthrough rates) for newsletter recipients, and in doing so, decided to turn towards experimentation to iteratively increase results. The first test was to see whether removing the email marketing template for the newsletter would increase open or clickthrough rates.

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

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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148.1% lift How a different exit-intent offer affects email acquisition

Date Added: April 29, 2020 Research Partner: NextAfter Element tested: Name Acquisition Design, Name Acquisition Headline, Name Acquisition Copy

We launched an exit intent offer on our COVID-19 resource page and wondered which follow-up offer would be more effective: an upcoming COVID-19 webinar or a weekly COVID-19 email update.

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491.1% lift How a text-based app promotion popup performed against an image-based popup

Date Added: April 29, 2020 Research Partner: CaringBridge Element tested: Advertising

CaringBridge was running popups to promote their app to users who had visited six or more times. Their control popup (on mobile devices only), used the official App Store logos for iPhone and Android, and only contained a single sentence of value proposition, which was a command: Download the mobile app now. They wanted to see if a popup with more visual contrast that engaged the visitor by asking a question would increase clickthrough rate. Additionally, they added a line of value proposition language to show what downloading the app would DO—allow them to "never miss an update your loved ones". Because there was reduced space, they made a smaller button that prioritized iOS and added a text link below to for Android. 



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31.5% lift How reducing decision friction impacted email clicks

Date Added: April 29, 2020 Research Partner: The Heritage Foundation Element tested: Email Copy

As part of a weekly cultivation series to a segment of their housefile, The Heritage Foundation was sending an invitation that included several links to participate in upcoming webinars taking place on various dates and covering various topics. They wanted to test if sending a single link to an individual webinar would increase email engagement. Our hypothesis was that eliminating the additional webinar options and focusing the call to action on one specific event would optimize for more clicks and lead to additional traffic to the website.

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55.5% lift How budget optimization impacts donor conversion through paid Facebook ads

Date Added: April 29, 2020 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Advertising

The Missionary Oblates run a significant number of paid Facebook campaigns in an effort to acquire new names and donors to their organization. Over the past year, they have learned a lot of optimization tactics through testing that have allowed them to increase their conversion rate in this channel. Recently they learned that using a "Lifetime" budget instead of a "Daily" budget in Facebook for the campaign they could increase donor conversion. Without having data behind the ideal length of time for that "Lifetime" budget, they set these campaigns to a four-week timeline and then would reset the budgets. Wanting to know and test into if this length of time was ideal, they set up a test that used the monthly lifetime budget for the control and developed an identical campaign that used a longer lifetime budget of four months. They also took the monthly spend and multiplied that by four (four month timeline) to get their budget for their treatment campaign.

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