47.0% lift How using Facebook’s native purchase event impact donor conversion

Date Added: May 14, 2019 Research Partner: Focus on the Family Element tested: Advertising

Focus on the Family offers people a free video series on the topic of conflict in their marriage. This content offer is promoted through paid Facebook ads. Historically, we have optimized these campaigns based on a custom conversion we've set up that triggers if a person signs up for the particular content offer. This method has worked well to grow email files through paid media, but in recent months we've been testing a different kind of conversion goal within Facebook (a native purchase event) to see if we can not only acquire new names for the organization, but acquire new donors more effectively. The purchase conversion in Facebook optimizes the campaign for purchases/donors instead of new names. Would we be able to increase donor conversion just by the kind of conversion event used within our Facebook campaign?

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129.4% lift How the kind of conversion event used in paid acquisition campaigns impacts donor conversion

Date Added: May 14, 2019 Research Partner: Focus on the Family Element tested: Advertising

Focus on the Family offers people a free video series on the topic of intimacy in their marriage. This content offer is promoted through paid Facebook ads. Historically, we have optimized these campaigns based on a custom conversion we've set up that triggers if a person signs up for the particular content offer. This method has worked well to grow email files through paid media, but in recent months we've been testing a different kind of conversion goal within Facebook (a native purchase event) to see if we can not only acquire new names for the organization, but acquire new donors more effectively. The purchase conversion in Facebook optimizes the campaign for purchases/donors instead of new names. Would we be able to increase donor conversion just by the kind of conversion event used within our Facebook campaign?

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-68.2% drop How a recurring gift ask in a popup decreased donor conversion rates

Date Added: May 14, 2019 Research Partner: Americans for Prosperity Element tested: Donation Page Form

Americans for Prosperity was looking for a way to increase recurring gifts to their "Torchbearer" program, so as a part of the strategy to position and promote the program, we helped them install a recurring gift popup that appeared when any donor on any fundraising form chose to give a gift (that was not already marked as a recurring gift).

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127.7% lift How going direct to a petition impacted email registration rates

Date Added: May 14, 2019 Research Partner: Americans for Prosperity Element tested: Name Acquisition Form

Americans for Prosperity launched a quiz that led to a petition, which led to an instant donation page. We found that although the quiz was acquiring emails, that people were dropping off at the point when we asked them to sign the petition, which meant that visitors to the instant donation page were really low. In an attempt to boost both email registration and instant donation pageviews, we wanted to experiment removing the quiz from the process and directly promoting the petition as the first step.



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-53.9% drop How a softer call-to-action might increase donor conversion during high urgency campaigns on mobile devices

Date Added: May 6, 2019 Research Partner: Focus on the Family Element tested: Advertising

Focus on the Family was running a campaign geared towards their pro-life initiative. To promote the campaign and get people to give, they featured a banner at the top of their site that asked people to give towards it. In an earlier experiment, where they test the call-to-action on the banner from a hard ask to a softer CTA, they found that it had little to no impact on donor conversion. To continue to test into this idea, they hypothesized testing a different soft CTA that would engage users, present an email acquisition opportunity, and give people the option to give. For the new experiment they tested the hard ask against asking people to sign their "Declaration for Life" pledge. They split their mobile traffic and tested this approach.

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212.5% lift How the method used to present an acquisition opportunity impacts conversion

Date Added: May 6, 2019 Research Partner: Billy Graham Evangelistic Association Element tested: Advertising

Billy Graham Evangelical Association gets significant traffic to their Daily Devotional pages. At the bottom of these pages there is an opportunity for people to sign up to receive the BGEA newsletter. We hypothesized that presenting that acquisition opportunity in a different way might increase conversion and name acquisition for the organization. To test this, we developed a pop-up/exit-intent pop-up that appeared on desktop (and a mobile slide-up). Knowing that a lot of the people coming to the Daily Devotional pages were returning visitors, and that a forced pop-up on a page can cause a poor user experience, we delayed the pop-up from appearing until after a person had been on the page for 30 seconds. If they exited prior to that time and seeing the pop-up, we would then trigger an exit-intent pop-up. In addition to this, we also put a rule on the pop-ups to only show every third visit.



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-31.4% drop Will using a standard Facebook conversion event increase volunteers?

Date Added: May 6, 2019 Research Partner: Care Net Element tested: Advertising

We found that using Facebook's standard "purchase" conversion, significantly increased our donor conversion on our 4 acquisition campaigns. So, we hypothesized that this may improve our conversion on our volunteer campaign as well. So, we launched a Test and Learn in Facebook where one volunteer campaign was optimizing for our custom volunteer conversion and the other for a standard "lead" conversion event.

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