How adding transparency about the allocation of a donor’s gift affects conversion rates in an email appeal
Experiment ID: #194028
International Mission Board
Experiment Summary
Ended On: 12/16/2024
IMB tested how adding transparency about the allocation of the donor’s gift would affect the donation conversion rate on both of their Giving Tuesday appeals. We kept the control and treatment audiences consistent throughout both emails. The note of the allocation was added to the treatment emails as well as the donation page for those who received the treatment email.
This experiment saw a 43.9% lift in donor conversion rate with a 90% LoC.
Because it did not validate, they wanted to test it again on one of their CYE email appeals. The set-up was the exact same as the GT appeals.
Research Question
We believe that adding transparency about where the donor’s gift is allocated will increase the conversion rate because it builds trust and confidence in the organization by clearly showing how their generosity directly supports missionaries and Kingdom work.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 7.7% | ||
| T1: | Treatment #1 | 15.8% | 105.3% | 79.1% |
This experiment has a required sample size of 128 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
Key learnings from this experiment include:
1. Adding transparency about the allocation of a donor’s gift can have a significant positive impact on the conversion rate.
2. The hypothesis that transparency builds trust and confidence in the organization, leading to increased donations, was supported by the results.
3. Despite the treatment showing a substantial increase in donations, the statistical level of confidence fell below the threshold of 85%, making the results inconclusive.
4. These results should not be used for future decision-making due to the lack of statistical validity.
In future experimentation, it is important to:
1. Continue testing the impact of adding transparency about allocation on donation conversion rates to validate the findings.
2. Ensure that experiments are properly powered and have a sufficient sample size to achieve a higher level of statistical confidence.
3. Consider other factors that may influence donation behavior to develop a more comprehensive understanding of donor motivations.
4. Use the learnings from this experiment as a basis for formulating new hypotheses and designing future experiments to optimize donation conversion rates effectively.