-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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Not Valid How relevant, non-specific “crisis” language affects conversion

Date Added: April 14, 2020 Research Partner: CaringBridge Element tested: Advertising

When COVID-19 became a worldwide pandemic, the importance of CaringBridge became greater. As people were sheltering-in-place at their homes, the digital connections CaringBridge helped facilitate were more significant—which also increased the urgency to support CaringBridge as a platform. They wanted to find the right way to integrate this into their fundraising message, hoping that it would increase conversion rate. They created messaging that didn't address COVID-19 specifically, as not to be exploitative, but addressed the larger sentiment. Then, they tested this in their highest revenue placement, the tribute widget.

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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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26.2% lift How a inbound widget affects conversion against a donate button

Date Added: April 14, 2020 Research Partner: CaringBridge Element tested: Advertising

CaringBridge had used their tribute widget throughout the site as a fundraising mechanism. They had tested this widget on their "tributes" pages, where people leave supportive messages to their friends and loved ones, and found that it increased revenue. However, due to a technical setup issue, the mobile version had a different experience. CaringBridge decided to re-test this to determine if the same results held for the mobile experience.

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126.7% lift How pre-checking an email opt-in box affects email opt-ins

Date Added: April 14, 2020 Research Partner: CaringBridge Element tested: Name Acquisition Form

As part of their new user registration process, CaringBridge had always given people the option to opt-in to marketing emails, new content, stories, and helpful articles as they created their account. However, that check box had always been unchecked.

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62.4% lift Increasing cultivation email engagement by asking readers to align with a statement of beliefs

Date Added: April 14, 2020 Research Partner: Back to the Bible Element tested: Email Copy

In the middle of Back to the Bible's year-end campaign, they included a cultivation email with no ask to serve as an engagement piece for their audience. We wanted to test whether asking their audience to align with their statement of beliefs would receive higher engagement than a general feedback survey.

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Not Valid How inviting donors to contribute to a matching gift affects revenue

Date Added: April 14, 2020 Research Partner: Leadership Institute Element tested: Email Copy

Leadership Institute was running a special "pre-Giving Tuesday" campaign as the initial part of their year-end campaign. The team wanted to test whether offering donors the opportunity to contribute to a matching gift would inspire more generosity, as opposed to a traditional matching gift as an incentive (as had traditionally been done). They developed two series of emails and split donors by previous giving amounts to run each through a three-email campaign leading up to Giving Tuesday to determine which approach resulted in more gifts and revenue.

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170.4% lift How Using Landing Page Copy in the Body of a Prospecting Email Directly Impacts Revenue

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

Heritage Foundation had been using unique email creative for their email prospecting campaigns in an effort to increase Membership sign-ups and ultimately, revenue. To see if revenue would increase, they experimented with inserting the entire copy directly from their Membership landing page into the body of the email. Pre-Experiment Hypothesis: The Heritage Foundation Membership landing page provides the best information for why individuals should become a Heritage Foundation Member. As opposed to having to attract individuals first with an email before they see any relevant information, why not present the relevant information immediately to them in their email inbox?

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157.5% lift How SpotRight compares to other Facebook Audience Models for prospecting

Date Added: April 14, 2020 Research Partner: The Heritage Foundation Element tested: Advertising

The Heritage Foundation wanted to experiment with using a modeled audience from the new SpotRight tool available from Wiland, one of their data partners. SpotRight claims to use a proprietary model to produce a higher prospective customer list that is 10x more likely to become a buyer. In an attempt to validate the audiences it built, we setup an experiment with a Heritage modeled audience based upon targeting keywords and pushed approximately 20 million people into a targetable audience on Facebook. We then gave the campaign a modest budget (about 5% for the quarter) and a 19-day timeline to run our existing prospecting ads.

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