Not Valid How recurring gift language impacted donor conversion

Date Added: June 15, 2018 Research Partner: The Heritage Foundation Element tested: Donation Page Copy

The Heritage Foundation was looking for ways to increase donor acquisition for their recurring giving club, The Leaders Club. As part of a series of experiments, we tested out a few different hypotheses to impact this metric. The first hypothesis we had was that simply explaining the recurring gift option and the potential benefits would increase the perceived value of the offer enough to increase acquisition for the club. We decided to test this hypothesis on the main donation form.

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33.9% lift How soliciting donor opinion during the donation process impact conversion

Date Added: June 15, 2018 Research Partner: The Heritage Foundation Element tested: Donation Page Form

The Heritage Foundation had run an experiment a few years back that indicated soliciting the opinion of existing donors during the donation process increased their likelihood to give a gift. These results were surprising because we have often found adding unnecessary friction like this can negatively impact conversion. We were never able to implement this experiment due to a donation form transition so we decided to retest the concept with the new donation form technology.

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-15.4% drop How a GDPR compliant form impacted email acquisition

Date Added: May 18, 2018 Research Partner: The Heritage Foundation Element tested: Name Acquisition Form

With the upcoming roll out of the General Data Protection Regulation (GDPR), we wanted to get an idea of the kind of impact that the explicit opt-in clause would have on email acquisition. To do this, we ran an A/B test where we added a required checkbox that informed visitors they would get both the offer and email updates in the future.

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Not Valid How an additional opt-in impacted email acquisition

Date Added: May 4, 2018 Research Partner: The Heritage Foundation Element tested: Name Acquisition Form

The Heritage Foundation did an analysis and discovered that subscribers that were not cultivated with their daily newsletter, The Morning Bell, were far less likely to convert to become donors. However, we had also found that The Morning Bell by itself was not an appealing enough offer to collected subscribers for a reasonable costs. With these two facts in mind, we decided to launch an experiment to see if we could acquire Morning Bell subscribers through other offers. We decided to add a checkbox on the acquisition form for one of their eBook that would allow people to get both the eBook and the Morning Bell newsletter. We wanted to test this before rolling it out to measure the impact this checkbox would have on acquisition.

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Not Valid How text reminders impacted campaign giving

Date Added: April 30, 2018 Research Partner: The Heritage Foundation Element tested: Advertising

For the 2018 Tax Day Moneybomb, we decided to test out a next texting technology to see if reminding donors to give on the day of a big campaign would increase overall conversion. Since we did not have a significant volume of cell phone numbers, we had to append the numbers to donor records. We began the campaign with a cultivation text the day before the deadline and then a reminder to give on the day of the deadline.

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137.1% lift How the donor incentive impacted conversion with The Daily Signal

Date Added: April 19, 2018 Research Partner: The Heritage Foundation Element tested: Advertising

In a recent experiment, we discovered that a membership offer with a set deadline increased donor conversion by over 550% compared to the standard Daily Signal donation offer. This deadline was based upon the ending of the annual Membership campaign so once the date had passed, we were not able to use it again. However, we had the hypothesis that, while the deadline impacted likelihood to give, it was not the only reason the new offer outperformed the control. We decided to run an experiment using the same membership offer but without the end of month deadline. This would allow us to separate the urgency factor that had been a part of the previous experiment.

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-12.4% drop How expressed membership levels impacts donor conversion for existing members

Date Added: April 3, 2018 Research Partner: The Heritage Foundation Element tested: Donation Page Form

For the final days of the March membership campaign, The Heritage Foundation wanted to see if they could upgrade and incentivize giving by explicitly identifying the membership levels and associated benefits with each gift amount. We decided to do this at the gift array level for clarity and we wanted to highlight a higher giving level to incentivize an increased average gift. We then tested this against the existing control which is a standard giving array that is variable based upon a member's last gift.

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524.0% lift How a membership offer impacted donor conversion on The Daily Signal

Date Added: April 3, 2018 Research Partner: The Heritage Foundation Element tested: Advertising

During the final days of The Heritage Foundation's membership campaign, we wanted to test out of the their most highly trafficked websites, The Daily Signal, to see if it could be a significant source of donors for the campaign. Historically, we had found that offers that were specifically are framed around The Daily Signal were the better performing offers compared to those that were focused on giving to Heritage. However, the membership offer had been one of the highest performing acquisition offers for Heritage in the past and it had a built in deadline of March 31 which had been found to work on The Daily Signal in the past. As a result, we decided to test the evergreen Daily Signal donation offer against The Heritage Foundation membership offer.

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79.0% lift How differing calls-to-action affect donor conversion rate across different channels

Date Added: March 28, 2018 Research Partner: The Heritage Foundation Element tested: Email Copy

The Heritage Foundation had tested different messaging as they sought to acquire donors with their Membership Card offer. They had tested calls-to-action with their house file who were not members, and found that "confirm your membership" led to more donations than "activate your membership". However, as they began to roll out acquisition with rented lists, they knew that this audience was more distant from Heritage than those who received their publications, so they wanted to re-test the CTA to make sure the result stayed the same.

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61.3% lift How relevance and evidentials impact conversion on a serial ask

Date Added: February 6, 2018 Research Partner: The Heritage Foundation Element tested: Donation Page Copy

The serial ask found on The Heritage Foundation donation pages has become a significant source of revenue and new donors for their sister organization, Heritage Action for America. When a donor makes a gift to Heritage, they are shown a screen that contains both the thank you message and a value proposition for Heritage Action. There is then a single text field that is pre-filled with the gift amount they just gave. Historically, 1 out of every 10 donors would give an immediate second gift when prompted this way. What is unique about this offer is that that value proposition used on the page has not changed in the 2.5 years since this offer was first launched. Given the volume of people that see the offer, it has been challenging to validate something new. However, during the year end campaign, we decided to test new language for this offer. We wanted to see if a more relevant value proposition, one that spoke to areas of work that were actively being debated in the news, would be more appealing than the Control. We saw a lift during year end but given the high urgency of the time period and the relatively small sample size, we wanted to re-test this for a longer period of time and across more donation forms.

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