141.3% lift How removing decision friction impacts donor conversion

Date Added: April 16, 2019 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Advertising

The Missionary Oblates have a place on their website that allows people to submit a prayer request. After submitting their request, they are taken to a page with a donate button, along with 6 other options for premiums. In an earlier test where they tested the multiple options versus just one option - donate - they decreased donor conversion on the page. In analyzing the experiment they hypothesized that maybe the one option that they chose to offer wasn't the right kind of offer. To continue to test into this, they hypothesized testing the multiple offers again versus one of the more popular offers - the Lourdes water. They also added value proposition to the page communicating the action they wanted people to take after submitting their prayer request and the benefit of that action and the offer. 



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39.3% lift How optimizing for a “Donate” event in Facebook affects instant donor conversion

Date Added: March 29, 2019 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Advertising

The Missionary Oblates previously validated an experiment that increased donor conversion for their content offer by optimizing for the native Facebook event "Purchase" rather than a custom conversion, or course signup. In test #10687, optimizing for purchase targeting led to a 284% increase in donors from the Lenten Prayers offer. This confirmed our hypothesis that Facebook shows ads to more donor-motivated people when optimizing for purchases. It allows them to pull in additional purchase data from Facebook instead of relying primarily on data that we give to them (for example, a list of prospects or a lookalike audience). In this test, we utilized the native event on Facebook labeled "Donate", to test if the same approach would increase donations even further knowing that Facebook was likely pulling in nonprofit or donor data as well as purchase data. All other campaign elements remained the same.

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Not Valid How using a button instead of a raw link impacts conversion in a cultivation email

Date Added: March 2, 2019 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Email Call-to-Action

The Missionary Oblates had tested into using raw links for the hyperlinks in their email communication. This finding was over a year ago and they have continued to use raw links in all of their emails since then. As they were sending a cultivation email to their email file they hypothesized that maybe their file had grown used to the raw link and it wouldn't have the same impact as it had when they had originally tested it. They developed a treatment that used a button instead of a raw link and split their file in half to see the impact on clicks.

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17.5% lift How adding a button instead of a raw link increases clicks

Date Added: March 1, 2019 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Email Design

We've tested a button over a raw link in previous emails and the button came out the winner. We wanted to test it one more time that had to do with prayer since that page is the top visited page on the website.

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157.1% lift How using the purchase conversion in Facebook instead of a name conversion goal impacts donor conversion.

Date Added: February 5, 2019 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Advertising

We have been running Facebook campaigns to acquire names and donors for the Missionary Oblates for the past two years. In this time, we have found that we are able to acquire names for the organization very effectively at a very low cost. That said, we haven't been able to convert new names into donors as efficiently as we would hope. 

All of our Facebook campaigns have been optimized based on a custom conversion we've set up based on a person signing 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 to see if we can not only acquire new names for the organization, but acquire new donors more effectively. Using the purchase conversion in Facebook optimizes the campaign for purchases/donors instead of new names. 

We rolled this purchase conversion out for the Missionary Oblates Lady of Lourdes acquisition campaign to see the impact on instant donor conversion. 



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18.4% lift How a donation platform can impact donor conversion

Date Added: January 16, 2019 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Donation Page Form

The Missionary Oblates of Mary Immaculate transitioned their donation platform in an effort to more efficiently create and change donation pages and for a better user experience. To test the impact of the new platform against the old platform we tested them against each other. The content on the donation pages remained the same and consistent so that we could isolate the platform itself. 



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-62.4% drop How narrowing donation options from multiple to one affects donation revenue

Date Added: December 12, 2018 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Donation Page Headline, Donation Page Copy

The Missionary Oblates have a place on their website that allows people to submit a prayer request. After submitting their request, they are taken to a page with a donate button, along with 6 other options for premiums. They wanted to test the effectiveness of narrowing the 7 options down to just one- a donate request, with added value proposition copy to support their donation.



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166.9% lift How adding a premium offer to a daily email affects click rate

Date Added: August 8, 2018 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Email Call-to-Action

The Missionary Oblates send out a daily prayer email each day to a segment of their housefile. They wanted to test whether adding a complementary resource donation opportunity would increase click rate in the emails and encourage more people to give from the daily emails. The rest of the email layout remained the same, with a section of value prop about the premium and an image of the book in the middle of the email.

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-49.2% drop How an image in a Facebook ad affects name conversion rate

Date Added: January 17, 2018 Research Partner: The Missionary Oblates of Mary Immaculate Element tested: Advertising

The Missionary Oblates launched a Facebook campaign to promote their new offer, the 7 Days of Prayer. They launched the test with an illustrated image of the seven day prayers with a cross. Illustrated images have traditionally performed well with their Facebook audience, but they wanted to test an image of a woman praying to see if it would increase conversion due to the congruency to the offer. Copy and all other elements were the same.

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