Belmont Abbey College

How using a faux forward during a high urgency campaign impacted donor conversion rates

Experiment ID: #116794

Belmont Abbey College

Experiment Summary

Timeframe: 11/29/2022 - 11/29/2022

Belmont Abbey College is a university in North Carolina whose mission is to educate students in the liberal arts and sciences so that in all things God may be glorified. In this endeavor, they are guided by the Catholic intellectual tradition and the Benedictine spirit of prayer and learning.

Their Giving Tuesday campaign had a goal of raising $30,000 in a single day; this experiment focused on their donor segment, and looked at whether using a faux forward tactic in email, versus a resend of the AM email, could positively influence donor conversion rates.

Our hypothesis with this experiment is that by using a faux forward, we would be able to cut through the inbox clutter potential donors experience on Giving Tuesday, and thus increase conversion rates.

Research Question

We believe that using a faux forward for donors will achieve a change in conversion rates.

Design

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T1: Faux Forward

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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/162b7a88_1669826247293_screencapture-us2-admin-mailchimp-campaigns-show-2022-11-30-11_32_05-111x395.jpg [thumb_776_395-width] => 111 [thumb_776_395-height] => 395 ) ) )

Results

	Treatment Name	Conv. Rate	Relative Difference	Confidence
C:	Control	0.09%
T1:	Faux Forward	0.33%	266.1%	96.8%

This experiment has a required sample size of 2,812 in order to be valid. Since the experiment had a total sample size of 6,689, 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
× 266.1% increase in conversion rate
× 0% increase in average gift

Key Learnings

While the results of this experiment show that using a faux forward had a dramatic increase in conversion rates, this test did not have enough total donations to really show a valid result.

Moreover, the copy on the faux forward version referenced a micro-goal, whereas the control just had the overall goal, so our hypothesis is that it was a combination of that, plus the faux forward, that led to people donating more. This is further reinforced by the fact that open rates for both versions were essentially the same (23% versus 24%).

Further refinement of this test is warranted.

Experiment Documented by NextAfter

Question about experiment #116794

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