Luther Seminary

How adding emphasis on recurring giving impacts recurring gifts

Experiment ID: #182646

Luther Seminary

Experiment Summary

Timeframe: 06/14/2024 - 07/18/2024

Luther Seminary was running their Fiscal Year End campaign. While writing copy for this campaign, we decided we wanted to test how emphasizing recurring giving on their FYE donation page giving impacted recurring giving.

Research Question

We believe that emphasizing recurring giving for donation page vistors will achieve more recurring gifts because it encourages donors to give monthly.

Design

C: Control
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T1: Variation 1
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Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 0.16%$54.77
T1: Variation 1 0.31%98.5% 43.3%$74.94

This experiment has a required sample size of 7,609 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 key learning from this experiment is that emphasizing recurring giving on the donation page led to an increase in recurring donations for Luther Seminary. Despite the positive outcome, the results are not statistically significant with only a 43.3% level of confidence. Therefore, these results should not be used for future decision making.

In future experimentation, it is important to ensure that the sample size is large enough to produce statistically significant results. Additionally, it may be beneficial to run the experiment for a longer period of time to gather more data and increase the confidence level of the results. This will help in making informed decisions based on reliable data.


Experiment Documented by NextAfter

Question about experiment #182646

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