The Missionary Oblates of Mary Immaculate

How asking for a gift less than a previous contribution impacts a fiscal year end campaign

Experiment ID: #99413

The Missionary Oblates of Mary Immaculate

Experiment Summary

Timeframe: 06/01/2022 - 06/30/2022

The Missionary Oblates of Mary Immaculate serve poor and needy people in the United States and more than 70 countries around the world. In June, they announced a rebranding, where they combined 3 of the organizations that operated under the Missionary Oblates umbrella into one- The Missionary Oblates of Mary Immaculate – USA. This rebranding also coincided with the end of their fiscal year, so as part of their fiscal-year end high urgency campaign, we focused on what the new organization would do (increased efficiencies in fundraising).

With the economic uncertainty of high inflation, prices, and potential recession, we ran a month-long campaign where we tested asking for a lower than previous gift for the donor segment, using language in our treatment variant that said :

Specifically, I am looking for << Test Donors Needed Qty >> people to give $<< Test Ask Amount >> right now. << Test First Name >> you have generously given $<< Test HPC Amount >> to us in the past, but with all the uncertainty in the world, continued inflation and high prices, I’m not asking for the same level of support. Instead, your gift of $<< Test Ask Amount >>, when combined with the << Test Donors Needed Qty >> other supporters of the Missionary Oblates, will ensure that we can continue to share the Good News of Jesus Christ to a lost and hurting world.

Research Question

We believe that asking for a lower gift than HPC for donors will achieve a higher donor conversion rate..

Design

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T1: Downgrade Ask

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T2: Non-Donor Version

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Results

	Treatment Name	Conv. Rate	Relative Difference	Confidence
C:	Control	0.09%
T1:	Downgrade Ask	0.15%	62.8%	100.0%
T2:	Non-Donor Version	0.04%	-61.4%	100.0%

This experiment has a required sample size of 4,658 in order to be valid. Since the experiment had a total sample size of 1,731,775, 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
× 62.8% increase in conversion rate
× 0% increase in average gift

Key Learnings

The overall campaign was a success for the Missionary Oblates, raising 16% more than the previous fiscal-year end campaign. For this experiment specifically, the ‘downgrade’ treatment version had a 62% higher conversion rate with 100% level of confidence! It also had a 4% higher average gift.

This shows that, even in a tough economic climate, people are willing to support the causes they truly believe in. And folding in the re-branding messaging made the appeal even stronger, as we were able to provide specific value statements that tied the donor closer to the organization.

Experiment Documented by NextAfter

Question about experiment #99413

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