Not Valid How transcribing a video on a donation page affects donor conversion

Date Added: January 3, 2018 Research Partner: Buckner International Element tested: Donation Page Design, Donation Page Copy

Buckner International was running a video ad on Facebook targeting their donors and housefile, with a video of Dr. Reyes explaining the impact that their gifts had in 2017 on children and families that Buckner served, and inviting them to make a year-end gift. The video linked to a landing page with the video on it and the opportunity to make a gift. They wanted to test whether transcribing Dr. Reyes' message in the video on the page would have a greater impact than just re-watching the video. Other elements of the donation page, including the form, remained the same.

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Not Valid How a direct ask via voicemail impacts donor giving behaviors

Date Added: December 8, 2017 Research Partner: Buckner International Element tested: Advertising

For Giving Tuesday, Buckner International wanted to test out a new channel of communication to see if we could boost donor giving. We utilized a service named SlyBroadcast that allows us to make straight to voicemail phone calls. It is a way of making a phone call to thousands of participants that would immediately show up as a missed phone call on their phone. While it is a recorded message, it would appear to be a genuine voicemail given the nature of the technology. We had previously used SlyBroadcast for cultivation and stewardship messages to donors. This time around, we wanted to make a direct ask and request that donors go online or call back to make their Giving Tuesday gift. We focused our audience on those that had both a phone number and email address on file. We then split this audience in half by their highest previous contribution levels to create equal segments so that we could create a treatment and control group that would not be skewed by past giving.

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Not Valid How adding region-specific wording to an email affects click rate

Date Added: December 5, 2017 Research Partner: Buckner International Element tested: Email Copy

Buckner International was giving a free offer to people in their email file as a gift for Giving Tuesday. They wanted to test whether adding region-specific copy in the email would increase clickthrough rate. The control had generic language, whereas the treatment would use contact-specific wording and apply their most local Buckner branch's name in that copy.

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13.3% lift How the subject line of an email affects open rate

Date Added: December 5, 2017 Research Partner: Buckner International Element tested: Email Subject Line

Buckner International sent out an email before Giving Tuesday that let readers know to watch their email for a gift they would be sending them tomorrow. We decided to do a subject line test to see if we could learn more about what motivated Buckner subscribers. For this campaign, we wanted to test whether a mysterious subject line would perform better than one that indicated something was going to be given to them.

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-67.0% drop How shorter copy in a Facebook ad affects name conversion rate

Date Added: November 27, 2017 Research Partner: Buckner International Element tested: Advertising

Buckner International was running an acquisition offer called 7 Scriptures to Pray for the Child in Your Life. They wanted to test whether shortened, more to-the-point value prop copy would increase name conversion in a Facebook ad. They also tested a new headline that strengthened the value proposition of the offer.

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-65.3% drop How personal-growth focused Facebook ad copy affects conversion rate

Date Added: October 23, 2017 Research Partner: Buckner International Element tested: Advertising

Buckner International was running a free offer called 7 Scriptures to Pray for the Child in Your Life, and wanted to test copy on their Facebook ads that directly addressed the spiritual growth benefits to the downloader of the offer, rather than their children. This copy update included body copy and headline.  

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Not Valid How asking for additional information on an acquisition page affects conversion rate

Date Added: October 16, 2017 Research Partner: Buckner International Element tested: Name Acquisition Form

Buckner International wanted to retrieve zip code information from new people coming onto the email file via their content offer, 7 Scriptures to Pray for the Child in your Life. They wanted to see if adding a required zip code field would significantly decrease conversion rate.

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Not Valid How urgency on a donation page affects donor conversion rate

Date Added: October 2, 2017 Research Partner: Buckner International Element tested: Donation Page Copy

Buckner was testing more urgent copy for an immediate need on the donation page of their content offer, 7 Scriptures to Pray for the Child in your Life. The immediate need focused around Hurricane Harvey and the Buckner staff and families affected by the disaster. The ads and acquisition page for the offer remained the same.

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39.1% lift How framing the audience for an offer affects conversion rate

Date Added: September 12, 2017 Research Partner: Buckner International Element tested: Name Acquisition Headline, Name Acquisition Copy

Buckner International ran an offer focused on helping your children learn how to react to poverty. They wanted to know if refocusing the offer copy around the person receiving the ebook, rather than how their children would benefit, would impact conversion rate. The ads that preceded these landing pages also reflected this reframing of copy. The other page elements remained the same.

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