Not Valid How the right value proposition can affect conversion

Date Added: August 10, 2015 Research Partner: Dallas Theological Seminary Element tested: Donation Page Design, Donation Page Headline, Donation Page Copy

Dallas Theological Seminary wanted to increase donor conversion rate on their main donation page. Two previous tests had failed to do so by adding value proposition language and changing the open gift field to pre-selected buttons. The question was raised -- what if the first value proposition test had the right language, but the wrong presentation? DTS crafted a new version of the value proposition that started with a fundamental truth that the audience could agree with: "The world needs Biblical truth now more than ever." This copy also included a quote from Chuck Swindoll that was inline with the text, as opposed to offset in the previous test. Finally, DTS added a subheadline and strengthened and bolded the call-to-action.

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189.8% lift How visually emphasizing the donate button affects traffic

Date Added: August 5, 2015 Research Partner: Dallas Theological Seminary Element tested: Advertising

In previous experiments with Dallas Theological Seminary, we had discovered that visitors to their primary donation page had a high motivation to give. Our concern was that the reason for only getting highly motivated donors was that we were losing potential donors earlier in the funnel. We decided to run a test on the homepage to see if we could make it easier for potential donors to find the donation page. We created two treatments; both used the same visual emphasis but they tapped into differing visitor motivations.  One button simply said "Donate" to provide clarity while the other read "Support DTS."



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Not Valid How the cost of a premium affects conversion

Date Added: June 24, 2015 Research Partner: Dallas Theological Seminary Element tested: Donation Page Headline, Donation Page Copy

As part of the a name acquisition campaign, Dallas Theological Seminary was giving away a free eBook in exchange for a visitor's email address.  After the successful email acquisition, visitors were sent to a contextualized donation page.  In an effort to boost conversion on this follow up donation ask, we wanted to see if offering a relevant premium (a hardcover book on a similar topic) would boost conversion. As a result, we created two landing pages, with one that had a premium offer for a gift of any amount.

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Not Valid How suggested gift amounts affects donations

Date Added: June 22, 2015 Research Partner: Dallas Theological Seminary Element tested: Donation Page Form

As part of their fiscal year end campaign, Dallas Theological Seminary wanted to find a way to lower the number of decisions donors had to make when giving their gift. The idea was the suggest a gift amount based upon their previous giving history with the hypothesis that this would lower the friction of the giving form. To test this hypothesis, we set up an experiment to split traffic between their standard blank gift amount field and a form that would populate three different buttons based upon their last gift amount (this was passed in via the querystring).

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62.7% lift How visually increasing urgency in an email affects response rate

Date Added: January 6, 2015 Research Partner: Dallas Theological Seminary Element tested: Email Design

December 31st is the biggest giving day of the year for many nonprofits. As the end of the year approaches, organizations often look for ways to increase urgency to inspire additional giving. DTS added some animation to their emails as a way to visually remind supporters of the approaching deadline.



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Not Valid Understanding the perceived value of video to email recipients

Date Added: January 6, 2015 Research Partner: Dallas Theological Seminary Element tested: Email Design

Video is often used as a way to increase visitor engagement on donation landing pages. However, it was our hypothesis that the videos actual distracted from the ultimate goal, giving. As a result, we created an experiment to test a video against a text version of the same message.

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481.4% lift How shortening an email affects clicks

Date Added: January 6, 2015 Research Partner: Dallas Theological Seminary Element tested: Email Copy

Nonprofits always ask us: how long should our emails be? There's no absolute right answer for every organization -- but it's something that every nonprofit should be testing. Since the goal of the email is to get the click, DTS decided to test long copy (with a donation-focused call to action in the email) against an shorter email (that made the reader click to find out more).

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Not Valid How the reasons NOT to give affects revenue

Date Added: January 6, 2015 Research Partner: Dallas Theological Seminary Element tested: Email Subject Line, Email Copy, Donation Page Headline, Donation Page Copy

Giving Tuesday has become a powerful fundraising response to the consumerism of Black Friday and Cyber Monday. But with so many nonprofits are soliciting gifts on the same day, it becomes more difficult to stand out in the crowd. DTS tested a contrarian messaging approach that would both intrigue their supporters and increase traffic to the donation page.

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Not Valid How changing the method of stewardship affects revenue

Date Added: January 6, 2015 Research Partner: Dallas Theological Seminary Element tested: Email Call-to-Action

At the start of their calendar year end campaign, DTS had traditionally sent out a stewardship video to their email file thanking them for their past support and offering a spiritual message around Thanksgiving. The idea is that this would help "prime the pump" for the solicitation that would take place the next month. This year we wanted to test an alternative method of stewardship by offering the file an eBook.

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