How highlighting the last date given impacts donor retention rate
Experiment ID: #95372
Luther Seminary
Experiment Summary
Ended On: 05/26/2022
Luther Seminary was running their Spring Working Preacher campaign. They knew that they had many people on their file who had given before, but had not given recently. One hypothesis they had was that donors think they have given more recently than they have.
Their original draft of the email had a callout about the impact the donor’s gift would have, and noted that their “participation at any level” would help continue to provide Working Preacher.
They tested the callout against an ask that noted the last time the donor had given, the amount they had given, and asked if they would make a gift of the same amount. They split the file of previous donors and tested the two against each other.
Research Question
We believe that highlighting the last date given for existing donors will achieve an increase in conversion rate.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.67% | ||
| T1: | Treatment #1 | 1.2% | 71.8% | 99.9% |
This experiment has a required sample size of 2,984 in order to be valid. Since the experiment had a total sample size of 18,741, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 71.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment, which called out the last date a donor made their gift, increased conversion by 71.8%. This echoes previous research that showed that, while lifecycle messaging is important, it can also be powerful to remind donors when they last gave.
There’s a fine line here that must be ridden—you don’t want to guilt people into giving, as they won’t continue to give. But we must confront donors with the reality that time has passed since their last gift.