Buckner International
How an impact-focused value proposition on a donation page affects average gift
Experiment ID: #9059
Buckner International
Experiment Summary
Timeframe: 03/26/2018 - 06/02/2018
Buckner International was running a test on the 7 Scriptures donation page to test the effectiveness of a broader impact-focused value proposition on the donation page, which encouraged the reader to provide God’s Word to a child to help them grow closer to the Lord. The control copy focused more on providing for those children’s physical and emotional needs.
Research Question
Does a more impactful value proposition move people to give more generously?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift |
---|
C: | Control | 0.31% | | | $12.60 |
T1: | Impact Focused | 0.32% | 3.1% | 5.5% | $22.60 |
This experiment has a required sample size of
2,493,498 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
Though this experiment was not statistically valid, we did see a directional lift of 85% in average gift amount, which shows us that people are motivated by providing help not just for children’s physical and emotional needs, but their relationship with God as well. We should continue testing this type of value proposition in future messaging to see if this continues to be the case.