How a more emotional appeal impacts donor conversion rates
Experiment ID: #11608
The Heritage Foundation
Experiment Summary
Timeframe: 01/24/2019 - 01/31/2019
As a part of the annual Heritage Foundation’s Kickoff campaign, we wanted to experiment with a more emotional message to stand as a partner with the president that has worked well in converting new donors from The Daily Signal against the more organizationally-focused, core control message that has previously been used.
Research Question
Will a more emotionally charged message about partnering with the president convert donors at a higher rate than an organizationally-focused message?
Design
C: Original
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) ) )
Results
This experiment has a required sample size of 45,979 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
As with previous experiments with the landing page language within The Heritage Foundation’s annual “Kickoff Campaign”, we were unable to substantiate a lift over the control language.
The key here is that the motivation is so high for members to go online and renew their membership that emotionally charged language cannot further lift their intent to renew, which is being programmed within the email language used to drive them online to give.
We ended this experiment early so that we could move on to experiment with tactics on the donation page and capitalize upon this unique high-traffic, high-donation period of time by identifying and/or capitalizing upon new opportunities.