CaringBridge
How prioritizing match language affects donor conversion
Experiment ID: #5999
CaringBridge
CaringBridge offers free personal, protected websites for people to easily share updates and receive support and encouragement from their community during a health journey. Every 7 minutes, a CaringBridge website is created for someone experiencing a health event.
Experiment Summary
Timeframe: 12/07/2016 - 01/17/2017
CaringBridge had a matching gift offered during their year-end campaign from a user who had personally experienced the value proposition of the organization. They knew that stories had been powerful vehicles for fundraising campaigns, but this story had the added power of a matching gift.
They deliberated whether to put the match announcement at the beginning of the email or after the story. Putting it at the beginning would allow people who were already motivated to give to make their donations right away. But putting it at the end might allow people to be drawn in by the story first and potentially result in more donations once the powerful story was augmented by the match. They decided to put it to a test and split their file to determine a winner.
Research Question
How does putting match language before a story affect conversion?
Design
C: Leading with Story
Array
(
[0] => Array
(
[ID] => 13313
[id] => 13313
[title] => Screen-Shot-2017-01-18-at-10.42.53-PM.png
[filename] => Screen-Shot-2017-01-18-at-10.42.53-PM.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM.png
[link] => https://www.nextafter.com/experiments/how-prioritizing-match-language-affects-donor-conversion/attachment/screen-shot-2017-01-18-at-10-42-53-pm-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => screen-shot-2017-01-18-at-10-42-53-pm-png
[status] => inherit
[uploaded_to] => 13312
[date] => 2021-02-25 05:56:40
[modified] => 2021-02-25 05:56:40
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 564
[height] => 617
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-274x300.png
[medium-width] => 274
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM.png
[medium_large-width] => 564
[medium_large-height] => 617
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM.png
[large-width] => 564
[large-height] => 617
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM.png
[1536x1536-width] => 564
[1536x1536-height] => 617
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM.png
[2048x2048-width] => 564
[2048x2048-height] => 617
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-564x400.png
[ab-block-post-grid-landscape-width] => 564
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-564x600.png
[ab-block-post-grid-square-width] => 564
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM.png
[tp-image-grid-width] => 564
[tp-image-grid-height] => 617
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-46x50.png
[admin-width] => 46
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM.png
[full-width] => 564
[full-height] => 617
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-372x407.png
[thumb_372-width] => 372
[thumb_372-height] => 407
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM.png
[single_post_thumbnail-width] => 564
[single_post_thumbnail-height] => 617
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-29x32.png
[thumb_32_32-width] => 29
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-44x48.png
[thumb_48_48-width] => 44
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-59x64.png
[thumb_64_64-width] => 59
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-117x128.png
[thumb_128_128-width] => 117
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-61x67.png
[thumb_122_67-width] => 61
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-140x153.png
[thumb_153_153-width] => 140
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-130x142.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 142
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-162x177.png
[thumb_232_177-width] => 162
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-544x595.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 595
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-271x296.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 296
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-248x271.png
[thumb_271_271-width] => 248
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-157x172.png
[thumb_272_172-width] => 157
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-372x407.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 407
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-372x407.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 407
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-247x270.png
[thumb_385_270-width] => 247
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-220x241.png
[thumb_416_241-width] => 220
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-375x410.png
[thumb_448_410-width] => 375
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM.png
[thumb_448_410_retina-width] => 564
[thumb_448_410_retina-height] => 617
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-349x382.png
[thumb_574_382-width] => 349
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-361x395.png
[thumb_776_395-width] => 361
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 13314
[id] => 13314
[title] => Screen-Shot-2017-01-18-at-10.42.46-PM.png
[filename] => Screen-Shot-2017-01-18-at-10.42.46-PM.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM.png
[link] => https://www.nextafter.com/experiments/how-prioritizing-match-language-affects-donor-conversion/attachment/screen-shot-2017-01-18-at-10-42-46-pm-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => screen-shot-2017-01-18-at-10-42-46-pm-png
[status] => inherit
[uploaded_to] => 13312
[date] => 2021-02-25 05:56:44
[modified] => 2021-02-25 05:56:44
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 561
[height] => 613
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-275x300.png
[medium-width] => 275
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM.png
[medium_large-width] => 561
[medium_large-height] => 613
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM.png
[large-width] => 561
[large-height] => 613
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM.png
[1536x1536-width] => 561
[1536x1536-height] => 613
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM.png
[2048x2048-width] => 561
[2048x2048-height] => 613
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-561x400.png
[ab-block-post-grid-landscape-width] => 561
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-561x600.png
[ab-block-post-grid-square-width] => 561
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM.png
[tp-image-grid-width] => 561
[tp-image-grid-height] => 613
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-46x50.png
[admin-width] => 46
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM.png
[full-width] => 561
[full-height] => 613
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-372x406.png
[thumb_372-width] => 372
[thumb_372-height] => 406
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM.png
[single_post_thumbnail-width] => 561
[single_post_thumbnail-height] => 613
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-29x32.png
[thumb_32_32-width] => 29
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-44x48.png
[thumb_48_48-width] => 44
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-59x64.png
[thumb_64_64-width] => 59
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-117x128.png
[thumb_128_128-width] => 117
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-61x67.png
[thumb_122_67-width] => 61
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-140x153.png
[thumb_153_153-width] => 140
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-130x142.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 142
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-162x177.png
[thumb_232_177-width] => 162
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-544x594.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 594
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-271x296.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 296
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-248x271.png
[thumb_271_271-width] => 248
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-157x172.png
[thumb_272_172-width] => 157
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-372x406.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 406
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-372x406.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 406
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-247x270.png
[thumb_385_270-width] => 247
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-221x241.png
[thumb_416_241-width] => 221
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-375x410.png
[thumb_448_410-width] => 375
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM.png
[thumb_448_410_retina-width] => 561
[thumb_448_410_retina-height] => 613
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-350x382.png
[thumb_574_382-width] => 350
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-361x395.png
[thumb_776_395-width] => 361
[thumb_776_395-height] => 395
) ) )
T1: Leading with Match
Array
(
[0] => Array
(
[ID] => 13313
[id] => 13313
[title] => Screen-Shot-2017-01-18-at-10.42.53-PM.png
[filename] => Screen-Shot-2017-01-18-at-10.42.53-PM.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM.png
[link] => https://www.nextafter.com/experiments/how-prioritizing-match-language-affects-donor-conversion/attachment/screen-shot-2017-01-18-at-10-42-53-pm-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => screen-shot-2017-01-18-at-10-42-53-pm-png
[status] => inherit
[uploaded_to] => 13312
[date] => 2021-02-25 05:56:40
[modified] => 2021-02-25 05:56:40
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 564
[height] => 617
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-274x300.png
[medium-width] => 274
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM.png
[medium_large-width] => 564
[medium_large-height] => 617
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM.png
[large-width] => 564
[large-height] => 617
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM.png
[1536x1536-width] => 564
[1536x1536-height] => 617
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM.png
[2048x2048-width] => 564
[2048x2048-height] => 617
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-564x400.png
[ab-block-post-grid-landscape-width] => 564
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-564x600.png
[ab-block-post-grid-square-width] => 564
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM.png
[tp-image-grid-width] => 564
[tp-image-grid-height] => 617
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-46x50.png
[admin-width] => 46
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM.png
[full-width] => 564
[full-height] => 617
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-372x407.png
[thumb_372-width] => 372
[thumb_372-height] => 407
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM.png
[single_post_thumbnail-width] => 564
[single_post_thumbnail-height] => 617
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-29x32.png
[thumb_32_32-width] => 29
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-44x48.png
[thumb_48_48-width] => 44
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-59x64.png
[thumb_64_64-width] => 59
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-117x128.png
[thumb_128_128-width] => 117
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-61x67.png
[thumb_122_67-width] => 61
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-140x153.png
[thumb_153_153-width] => 140
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-130x142.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 142
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-162x177.png
[thumb_232_177-width] => 162
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-544x595.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 595
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-271x296.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 296
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-248x271.png
[thumb_271_271-width] => 248
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-157x172.png
[thumb_272_172-width] => 157
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-372x407.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 407
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-372x407.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 407
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-247x270.png
[thumb_385_270-width] => 247
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-220x241.png
[thumb_416_241-width] => 220
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-375x410.png
[thumb_448_410-width] => 375
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM.png
[thumb_448_410_retina-width] => 564
[thumb_448_410_retina-height] => 617
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-349x382.png
[thumb_574_382-width] => 349
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.53-PM-361x395.png
[thumb_776_395-width] => 361
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 13314
[id] => 13314
[title] => Screen-Shot-2017-01-18-at-10.42.46-PM.png
[filename] => Screen-Shot-2017-01-18-at-10.42.46-PM.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM.png
[link] => https://www.nextafter.com/experiments/how-prioritizing-match-language-affects-donor-conversion/attachment/screen-shot-2017-01-18-at-10-42-46-pm-png/
[alt] =>
[author] => 6
[description] =>
[caption] =>
[name] => screen-shot-2017-01-18-at-10-42-46-pm-png
[status] => inherit
[uploaded_to] => 13312
[date] => 2021-02-25 05:56:44
[modified] => 2021-02-25 05:56:44
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 561
[height] => 613
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-275x300.png
[medium-width] => 275
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM.png
[medium_large-width] => 561
[medium_large-height] => 613
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM.png
[large-width] => 561
[large-height] => 613
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM.png
[1536x1536-width] => 561
[1536x1536-height] => 613
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM.png
[2048x2048-width] => 561
[2048x2048-height] => 613
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-561x400.png
[ab-block-post-grid-landscape-width] => 561
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-561x600.png
[ab-block-post-grid-square-width] => 561
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM.png
[tp-image-grid-width] => 561
[tp-image-grid-height] => 613
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-46x50.png
[admin-width] => 46
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM.png
[full-width] => 561
[full-height] => 613
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-372x406.png
[thumb_372-width] => 372
[thumb_372-height] => 406
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM.png
[single_post_thumbnail-width] => 561
[single_post_thumbnail-height] => 613
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-29x32.png
[thumb_32_32-width] => 29
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-44x48.png
[thumb_48_48-width] => 44
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-59x64.png
[thumb_64_64-width] => 59
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-117x128.png
[thumb_128_128-width] => 117
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-61x67.png
[thumb_122_67-width] => 61
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-140x153.png
[thumb_153_153-width] => 140
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-130x142.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 142
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-162x177.png
[thumb_232_177-width] => 162
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-544x594.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 594
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-271x296.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 296
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-248x271.png
[thumb_271_271-width] => 248
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-157x172.png
[thumb_272_172-width] => 157
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-372x406.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 406
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-372x406.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 406
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-247x270.png
[thumb_385_270-width] => 247
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-221x241.png
[thumb_416_241-width] => 221
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-375x410.png
[thumb_448_410-width] => 375
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM.png
[thumb_448_410_retina-width] => 561
[thumb_448_410_retina-height] => 613
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-350x382.png
[thumb_574_382-width] => 350
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screen-Shot-2017-01-18-at-10.42.46-PM-361x395.png
[thumb_776_395-width] => 361
[thumb_776_395-height] => 395
) ) )
Results
This experiment has a required sample size of 3,751 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95%
was not met so
the experiment results are not valid.
Key Learnings
The treatment, which led with the matching gift announcement, produced a 32.7% lift in conversion, although the experiment did not reach statistical validity. This suggests that the directness of the match language was a powerful motivator, or that it possibly framed the story and resulted in more donors being led to take action.
However, this test will need to receive more traffic to produce a valid result.