Does a personalized (smart content) donation page bring in more monthly donors from an email campaign?
Experiment ID: #20815
Care Net
Experiment Summary
Timeframe: 03/27/2020 - 04/04/2020
We have been looking at possibly switching to a donation platform that is built on Hubspot, allowing us to use smart content on the donation page (names, prior giving history, etc). Our goal being to reduce as much friction as possible.
The first test we launched of this new donor solution provided by DepositFix was to test our short monthly donor campaign. We were going to send 3 emails to our file seeking to activate 100 new monthly donors. For each of these emails, we split the list 50/50 and one set got a personalized email with a link to a static (non-smart) donation page in RaiseDonors, our current donor platform. The other half of the audience got a link to the smart donation page in DepositFix.
Research Question
Will a donation page containing personalized text perform better as part of an email donor campaign than a “static” donation page that was the same for each email recipient.
Design
C: Raise Donors
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[thumb_448_410_retina-width] => 896
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[thumb_574_382-width] => 497
[thumb_574_382-height] => 382
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[thumb_776_395-width] => 514
[thumb_776_395-height] => 395
) ) [1] => Array
(
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[filesize] => 0
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[alt] =>
[author] => 18
[description] =>
[caption] =>
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[modified] => 2021-02-25 12:30:01
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[sizes] => Array
(
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[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/DepositFix_-5-600x600.jpg
[ab-block-post-grid-square-width] => 600
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[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/DepositFix_-5-150x150.jpg
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[thumb_122_67-width] => 106
[thumb_122_67-height] => 67
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[thumb_153_153-width] => 153
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[thumb_130_163-width] => 130
[thumb_130_163-height] => 82
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[thumb_232_177-width] => 232
[thumb_232_177-height] => 147
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[thumb_272_325-width] => 544
[thumb_272_325-height] => 344
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[thumb_271_346-width] => 271
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[thumb_372_461-width] => 372
[thumb_372_461-height] => 235
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[thumb_372_500-width] => 372
[thumb_372_500-height] => 235
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[thumb_385_270-width] => 385
[thumb_385_270-height] => 243
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/DepositFix_-5-381x241.jpg
[thumb_416_241-width] => 381
[thumb_416_241-height] => 241
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[thumb_448_410-width] => 448
[thumb_448_410-height] => 283
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/DepositFix_-5-896x566.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 566
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/DepositFix_-5-574x363.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 363
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[thumb_776_395-width] => 625
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Raise Donors | 8.1% | ||
| T1: | DepositFix | 12.1% | 50.2% | 84.9% |
This experiment has a required sample size of 427 in order to be valid. Since the experiment had a total sample size of 454, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
In addition to a 50% higher donor conversion rate, the Deposit Fix page had an 8% higher average gift ($29.16 vs 26.97). While we didn’t quite hit 97% significance, the smart content page outperformed the static one in every email appeal of the campaign. We will continue testing this in future appeals.