How the addition of a goal affects donor conversion rate in a high-urgency campaign
Experiment ID: #9183
Heartlight Ministries
Experiment Summary
Ended On: 07/03/2018
The Missionary Oblates were running their fiscal year end high urgency campaign and wanted to test whether the inclusion of a campaign goal motivated more people to click through to the donation page and give. They ran this on each email of the campaign , with copy in the emails being largely the same other than the inclusion or exclusion of the goal amount.
Research Question
Does the mention of a campaign goal in a high urgency campaign motivate more people to give?
Design
C: With Goal
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[modified] => 2021-02-25 09:28:01
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | With Goal | 4.3% | ||
| T1: | Without Goal | 3.8% | -11.2% | 72.3% |
This experiment has a required sample size of 12,887 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 experiment was not statistically valid, but we saw a directional decrease of 11% in donations with the removal of the campaign goal. This shows us that it’s likely more people will give towards a goal rather than an open-ended ask.