The Heritage Foundation

How framing the message around the donor’s impact affects conversion

Experiment ID: #1338

The Heritage Foundation

Experiment Summary

Timeframe: 12/12/2014 - 12/17/2014

The standard messaging points employed by Heritage have been refined over many years across multiple channels. At the start of the year end campaign, we decided to test how the information is presented to the donor. The control uses standard messaging while the new treatment would take the same information but frame it around how the accomplishments were the result of the donor, not the organization.

Research Question

A landing page with donor-centric language will have a higher conversion rate than one that focuses on the accomplishments as a result of Heritage.

Design

C: Organization-centric Language
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T1: Donor-centric Language
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[medium-width] => 230 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-768x1003.png [medium_large-width] => 640 [medium_large-height] => 836 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-784x1024.png [large-width] => 640 [large-height] => 836 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-1176x1536.png [1536x1536-width] => 1176 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4.png [2048x2048-width] => 1230 [2048x2048-height] => 1607 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4.png [tp-image-grid-width] => 536 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-38x50.png [admin-width] => 38 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4.png [full-width] => 1230 [full-height] => 1607 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-372x486.png [thumb_372-width] => 372 [thumb_372-height] => 486 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-478x625.png [single_post_thumbnail-width] => 478 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-24x32.png [thumb_32_32-width] => 24 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-37x48.png [thumb_48_48-width] => 37 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-49x64.png [thumb_64_64-width] => 49 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-98x128.png [thumb_128_128-width] => 98 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-51x67.png [thumb_122_67-width] => 51 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-117x153.png [thumb_153_153-width] => 117 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-125x163.png [thumb_130_163-width] => 125 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-135x177.png [thumb_232_177-width] => 135 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-498x650.png [thumb_272_325-width] => 498 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-265x346.png [thumb_271_346-width] => 265 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-207x271.png [thumb_271_271-width] => 207 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-132x172.png [thumb_272_172-width] => 132 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-353x461.png [thumb_372_461-width] => 353 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-372x486.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 486 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-207x270.png [thumb_385_270-width] => 207 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-184x241.png [thumb_416_241-width] => 184 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-314x410.png [thumb_448_410-width] => 314 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-628x820.png [thumb_448_410_retina-width] => 628 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-292x382.png [thumb_574_382-width] => 292 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor-centric_Language-4-302x395.png [thumb_776_395-width] => 302 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Organization-centric Language 3.9%
T1: Donor-centric Language 4.8%22.9% 93.2%

This experiment has a required sample size of 4,002 in order to be valid. Since the experiment had a total sample size of 6,916, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The messaging points of Heritage have not changed but we have learned that we need to frame them around the donor instead of around the organization.


Experiment Documented by Kevin Peters

Question about experiment #1338

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.