Not Valid How adding security indicators on a giving form impacts donor conversion

Date Added: April 11, 2018
Research Partner: FamilyLife
Element tested: Donation Page Form

We hypothesized that we might be able to increase donor conversion on FamilyLife’s donation pages if we increased the perceived security near the credit card section of the donation page. To do this, we developed a treatment that added a blue box around the credit card information, added an image of a lock in this same section of the form and said, “Your information is secured”.



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53.9% lift How additional tactics improved giving on top of an already powerful match appeal

Date Added: April 11, 2018
Research Partner: CaringBridge
Element tested: Email Sender, Email Copy

In past experiments, we have discovered a powerful motivating factor: the family story. And it makes sense: to the donor, it makes the benefit more concrete and it is presented in a way that human beings in general are best likely to absorb and process (story).

The lingering question, however, is to what end?  Is it possible to combine motivating factors like this family story with a match and to see an additive-like effect on total donations?

Especially for email?



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-30.7% drop How shorter copy affects conversion rate on an exit-intent offer

Date Added: April 10, 2018
Research Partner: NextAfter
Element tested: Name Acquisition Copy

Each webinar landing page has an exit-intent offer to get a recording and the slide deck if you can’t attend the webinar in person. We wondered if we could increase conversion by condensing the copy and shortened the overall size of the pop-up offer. The hypothesis here being that the size of the control pop-up may be overwhelming and too much for someone to read as they’re intending to exit the page.



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134.7% lift How the design of a donation page and value proposition affect donor conversion

Date Added: April 6, 2018
Research Partner: Leadership Institute
Element tested: Donation Page Design, Donation Page Headline, Donation Page Copy, Donation Page Form

Leadership Institute saw less than optimal conversion on their donation pages. A review of their main donation page, as well as the donation page for one of their program websites showed that they had minimal value proposition copy, a wide layout, and a two-column form that required a CAPTCHA to complete. They built a new donation microsite that radically streamlined and reordered the donation process, added value proposition copy, removed the required CAPTCHA.

They split traffic between their two main donation pages to determine the impact of this new donation microsite on giving.



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Not Valid How membership language affects donor conversion

Date Added: April 6, 2018
Research Partner: Illinois Policy Institute
Element tested:

Illinois Policy Institute wanted to launch a membership program to better sell the benefits of a donating and increase retention. They were curious whether this membership language would present a stronger value proposition than the straightforward donation ask. They split traffic at the “donate” button and sent half the traffic to the donation page and half to the membership page.



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36.2% lift How adding an image to an email appeal impacts conversion

Date Added: April 3, 2018
Research Partner: Focus on the Family
Element tested: Email Design

In an effort to learn more about what motivates the Focus on the Family email file to convert, we have been testing the different elements that make up an email appeal. For this month’s appeal, we tested the addition of an image in the email copy. All other elements in the email remained the same.



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-15.7% drop The effect of a reverse (high to low) gift array on donations

Date Added: April 3, 2018
Research Partner: CaringBridge
Element tested: Donation Page Form

Gift arrays have always been a point of interest for fundraisers. We’ve tested different amounts, different options, different minimums. We’ve even eliminated the array in favor of an open field. What we have not tested is the order in which to present the amounts.

Many nonprofits online, across all different verticals, when using a gift array choose to show the largest suggested amount first, rather than the lowest suggested amount, likely in hopes that donors will give more.

Does this matter? Especially for CaringBridge donors, who have been quite responsive in helping us understand gift arrays to-date.

How we test this: The control (original) keeps the standard rising suggested amount approach (start with the lowest ($50) on the left (assuming visitors in this case naturally read left to right) and then end with the highest ($250)

The treatment, however, reverses this, by starting with the highest amount first in the eyepath (in this case, left).



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-12.4% drop How expressed membership levels impacts donor conversion for existing members

Date Added: April 3, 2018
Research Partner: The Heritage Foundation
Element tested: Donation Page Form

For the final days of the March membership campaign, The Heritage Foundation wanted to see if they could upgrade and incentivize giving by explicitly identifying the membership levels and associated benefits with each gift amount. We decided to do this at the gift array level for clarity and we wanted to highlight a higher giving level to incentivize an increased average gift. We then tested this against the existing control which is a standard giving array that is variable based upon a member’s last gift.



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524.0% lift How a membership offer impacted donor conversion on The Daily Signal

Date Added: April 3, 2018
Research Partner: The Heritage Foundation
Element tested: Advertising

During the final days of The Heritage Foundation’s membership campaign, we wanted to test out of the their most highly trafficked websites, The Daily Signal, to see if it could be a significant source of donors for the campaign. Historically, we had found that offers that were specifically are framed around The Daily Signal were the better performing offers compared to those that were focused on giving to Heritage. However, the membership offer had been one of the highest performing acquisition offers for Heritage in the past and it had a built in deadline of March 31 which had been found to work on The Daily Signal in the past.

As a result, we decided to test the evergreen Daily Signal donation offer against The Heritage Foundation membership offer.



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-34.9% drop How a less-detailed value proposition impacted donor conversion

Date Added: March 29, 2018
Research Partner: Heritage Action for America
Element tested: Donation Page Copy

For a recent fundraising campaign, Heritage Action was using the news around amnesty as a reason to give a gift. They were pressuring Congress to take action and wanted donor support to help do that. With the complexity of the amnesty discussions, there was concern that going into depth on what was being done and why would cause more confusion than it would clear up. We decided to test this by removing much of the details around the efforts from the donation page and focusing on the emotional reasons to give.



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