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American Cornerstone Institute

How a personal ask to match a gift amount affects overall conversions in an email appeal

Experiment ID: #194456

American Cornerstone Institute

Experiment Summary

Ended On: 01/06/2025

American Cornerstone Institute wanted to test how a more personal approach to asking to match a gift during year-end would affect overall conversion rates including clickthrough rate from the email to donation page and donation conversion rate.

They tested this concept within three emails they sent throughout their year-end campaign. This write up shows the results of email 3 which was the kickoff email.

The control email presented the matching gift by stating that their gift would be doubled thanks to their year-end matching gift challenge up to $100,000. The treatment email presented the matching gift by stating that a generous donor wants to personally match their gift allowing them to have double the impact.

Research Question

We believe that a personal ask to match a gift for potential donors will achieve an increase in conversion rate because it creates a sense of urgency and personal connection, motivating donors to feel their contribution has a direct and meaningful impact, especially when paired with the opportunity to double their support through matching.

Design

C: Control
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T1: Treatment #1
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Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 19.8%
T1: Treatment #1 44.7%125.8% 100.0%

This experiment has a required sample size of 27 in order to be valid. Since the experiment had a total sample size of 812, 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
× 125.8% increase in conversion rate
× 0% increase in average gift

Key Learnings

The key learning from this experiment is that utilizing a more personal approach when asking for a matching gift can significantly increase conversion rates. In this case, the treatment email that presented the matching gift as coming from a generous donor wanting to personally match their gift resulted in a 125.8% increase in donations compared to the control email.

This suggests that creating a sense of urgency and personal connection in donation appeals can motivate potential donors to feel their contribution has a direct and meaningful impact, particularly when paired with the opportunity to double their support through matching.

As for the affect on email click-through rate, the treatment email saw no difference in click-through rate. There was a 3.9% decrease in clicks with only a 42% level of confidence.

In future experimentation, it would be beneficial to continue testing the impact of personalization and emotional appeals in donation requests. By consistently incorporating these elements into fundraising campaigns, nonprofits like American Cornerstone Institute may be able to further increase engagement, donations, and overall success of their campaigns.

Experiment Documented by NextAfter

Question about experiment #194456

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