Not Valid How Facebook ads impacted a campaign’s non-member conversion rates

Date Added: March 2, 2019 Research Partner: The Heritage Foundation Element tested: Advertising

During The Heritage Foundation's Kickoff Campaign, we wanted to run Facebook ads designed to remind members to activate their membership to see if it would boost response rates by adding a 3rd channel (digital ads) along side regularly scheduled email and direct mail messages.



View the experiment »


Not Valid How Facebook ads impacted a campaign’s lapsed member conversion rates

Date Added: March 2, 2019 Research Partner: The Heritage Foundation Element tested: Advertising

During The Heritage Foundation's Kickoff Campaign, we wanted to run Facebook ads designed to remind lapsed members to renew their annual membership to see if it would boost response rates by adding a 3rd channel (digital ads) along side regularly scheduled email and direct mail messages.



View the experiment »


-63.1% drop How increasing the gift array on a donor acquisition page impacted overall revenue

Date Added: March 2, 2019 Research Partner: The Heritage Foundation Element tested:

Continuous testing to improve revenue from clickthrough traffic from The Daily Signal’s “Dear Reader” visitors has yielded consistent wins by the control. At this point, we wanted to experiment with the gift array to see if we could increase the revenue by just simply asking for a higher gift amount.



View the experiment »


436.8% lift How a motivational postscript increased non-member donor conversion rates

Date Added: February 18, 2019 Research Partner: The Heritage Foundation Element tested: Email Call-to-Action

During The Heritage Foundation's Kickoff Campaign in 2019, we wanted to experiment with a more motivating postscript at the end of an email that was sent to non-members. Most of the postscript messages within the campaign were transactional in nature (if you received this in error, we apologize). Would sending a core message in the postscript to motivate non-members to give work?

View the experiment »


21.7% lift How the fear of loss of membership benefits increased donor conversion rate

Date Added: February 18, 2019 Research Partner: The Heritage Foundation Element tested: Email Copy

Within the 2019 Heritage Foundation Kickoff Campaign, most of the control messaging delivered was highly transaction -- largely focusing upon driving members online to renew their membership for the year. On the final day of the campaign, we wanted to test adjusting motivation for the file that had not yet given by treating the email with what they would lose if they didn't renew their membership benefits, as opposed to the control message (which was tailoring motivation towards "hope of gain").

View the experiment »


107.0% lift How positioning the Membership Ask as the best way to ally with the President impacted donor conversion rates for The Daily Signal readers.

Date Added: January 9, 2019 Research Partner: The Heritage Foundation Element tested: Advertising

After the "Trump Ask" did so well during calendar year end fundraising at converting The Daily Signal traffic into members for The Heritage Foundation, we decided to take the same message and roll it out against the standard "Dear Reader" membership ask.



View the experiment »



176.7% lift Will a year-end specific message with a countdown clock in the “Dear Reader” ads drive increased donor conversions from readers of The Daily Signal?

Date Added: December 25, 2018 Research Partner: The Heritage Foundation Element tested: Advertising

The Daily Signal's inline donation ask shown at the bottom of every article is a significant driver of revenue for them. During the year end campaign, we wanted to see if a targeted message that aligned to the overall campaign would increase giving. We included an animated countdown clock and the December 31 deadline within the copy to help increase the perceived urgency of the appeal.



View the experiment »


8.2% lift How a longer, more rigorous survey affects email acquisition

Date Added: October 9, 2018 Research Partner: The Heritage Foundation Element tested:

The Heritage Foundation was running their Annual Member Survey, which asked members for their opinions on key policy initiatives and then gave them the opportunity to give. The initial treatment for the survey came from the direct mail piece, which was a very basic survey that just asked members to check boxes with the policy initiatives they thought were important. This might have worked in direct mail, but digitally, this seemed very underwhelming to the Heritage team. They crafted a second survey that was much longer—asking multiple, nuanced questions for each policy area and leaving room for open-ended responses. They knew that this was risky—common wisdom says that many people don't know what to write in open-ended responses—but they thought that deeper engagement would result in higher conversion.

View the experiment »


81.9% lift How deeper survey engagement affects donor conversion

Date Added: October 9, 2018 Research Partner: The Heritage Foundation Element tested: Name Acquisition Form

The Heritage Foundation was running their Annual Member Survey, which asked members for their opinions on key policy initiatives and then gave them the opportunity to give. The initial treatment for the survey came from the direct mail piece, which was a very basic survey that just asked members to check boxes with the policy initiatives they thought were important. This might have worked in direct mail, but digitally, this seemed very underwhelming to the Heritage team. They crafted a second survey that was much longer—asking multiple, nuanced questions for each policy area and leaving room for open-ended responses. They knew that this was risky—common wisdom says that many people don't know what to write in open-ended responses—but they thought that deeper engagement would result in higher conversion.

View the experiment »