26.8% lift How the kind and tone of cultivation emails sent can impact donor conversion

Date Added: August 16, 2019 Research Partner: Care Net Element tested: Email Copy

Care Net sends a weekly cultivation email to donors and nondonors on their file. They call this email their "weekly update" and it usually includes a couple of interesting articles or podcast episodes they encourage people to read or listen to. It's sent every Saturday morning from Ardee Coolidge - a familiar sender to their file as he is also normally the sender of appeal emails. We know that cultivation is critical to the success of an online fundraising program, but we questioned if we made it more personal in nature and changed elements of what was being sent, if we could increase engagement and ultimately donor conversion of their email file. 

To test this, we split their file in half - having an equal number of donors and nondonors in each segment, and ran a longitudinal test over a three month period that ended during their fiscal year-end. The control segment continued to receive the standard cultivation/communication and the treatment segment received similar content, but the approach was slightly different. We created a more intentional, high-touch email that used personal tone copy and presented people with one piece of content to read or listen to. We also changed the sender of the treatment emails over the three month duration of the experiment.



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42.5% lift The impact of an image of a newborn baby on a homepage pledge CTA

Date Added: June 7, 2019 Research Partner: Care Net Element tested: Name Acquisition Copy

We've had great success with a featured pledge form and CTA on our homepage. Currently, we've been running a pledge against abortion and infanticide. We wondered if adding an image of a newborn baby inline with the text would increase conversions and/or donations to the landing page.

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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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66.4% lift Impact of streamlining the layout and copy of a landing page

Date Added: April 25, 2019 Research Partner: Care Net Element tested: Name Acquisition Headline, Name Acquisition Copy

Our free online course, Choosing Life, had not been performing as well as we wanted. We were driving traffic to the landing page through Facebook ads linking to a pledge. After signing the pledge, visitors would see the course signup page. In reviewing the page, I noticed that the template separated the headline from the body. I also noticed that some of the text seemed unnecessary. Furthermore, the headline was not clearly linked to the CTA on the form.

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660.7% lift How using the Facebook purchase event impacts instant donor conversion

Date Added: March 29, 2019 Research Partner: Care Net Element tested: Advertising

Care Net offers people the opportunity to take a free online course called, Choosing Life. This online course gets promoted through paid Facebook ads. We have continually been optimizing the acquisition funnel in an effort to decrease name and donor acquisition cost and increase conversion. While we have been able to significantly impact name conversion, instant donor conversion hasn't been as strong. All of the Facebook campaigns were set up using Facebook's custom conversion event. This event was based on the email form submission. We hypothesized that testing this conversion event with Facebook's purchase conversion might help improve instant donor conversion.

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517.8% lift How Facebook’s purchase event impacts instant donor conversion

Date Added: March 29, 2019 Research Partner: Care Net Element tested: Advertising

Care Net offers people the opportunity to get a free devotional called, Prayers for Life. This offer is promoted through paid Facebook ads. In previous testing with Care Net's online courses, we had found that the purchase event in Facebook significantly increased instant donor conversion. Because the Prayers for Life offer was a different kind of offer than the online courses where we saw that success we wanted to test this approach with this kind of offer as well to see if we'd get similar results. This campaign was originally set up using Facebook's custom conversion which was based on an event we manually set up. We tested this approach against Facebook's native purchase event. 



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-15.4% drop How clarity in the subject line impacts open rate

Date Added: March 27, 2019 Research Partner: Care Net Element tested: Email Subject Line

On the introduction email for their new CareSource manager, Care Net wanted to determine if a more whimsical subject line would increase the engagement for the email. Since the email had a personal touch of a cookie recipe, it was decided to test an unusual subject line that included that information.

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677.9% lift How the kind of conversion event used in paid Facebook ads impacts conversion

Date Added: February 26, 2019 Research Partner: Care Net Element tested: Advertising

Care Net offers people the opportunity to take a free online course called, Pro-Life 101. This online course gets promoted through paid Facebook ads. The course has been running for over a year and since the start of the course, we have continually been optimizing the acquisition funnel in an effort to decrease name and donor acquisition cost and increase conversion. While we have been able to significantly impact name conversion, instant donor conversion hasn't been as strong. All of the Facebook campaigns were set up using Facebook's custom conversion event. This event was based on the email form submission. We hypothesized that testing this conversion event with Facebook's purchase conversion might help improve instant donor conversion. 



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84.1% lift The Impact of A Direct CTA in the first line of ad copy

Date Added: December 12, 2018 Research Partner: Care Net Element tested: Advertising

We recently tested language in our Sanctity of Human Life Sunday Facebook ad. We personalized the copy of the ad and copied the CTA from the headline, to the first sentence of the ad copy. Our hypothesis was that people would see the first sentence of copy, before they saw the headline. We already knew from testing that having the CTA in the headline increased conversion, so we wanted to see if it would increase it here as well. The results were great. However, as we had also changed the copy, we did not know what impact was from the CTA being in the first sentence and what impact came from personalized copy. So, we decided to run the test again on a different content offer.



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