Does running brand ads impact CYE donations on Facebook
Experiment ID: #170094
Pathway to Victory
Experiment Summary
Timeframe: 12/16/2023 - 12/31/2023
Pathway to Victory is the broadcast ministry of First Dallas.
December is always a key month for nonprofit fundraising. PTV is no different. Every December, PTV offers a Daily Devotional for the next year as well as a matching challenge.
For this year, on Facebook, we decided to run brand ads to see if this would increase the number of donations.
For the set up, we did 2 campaigns in Facebook.
The control ran Dec 1-31 with ads promoting the Daily Devotional and matching challenge.
The treatment ran Dec 1-15 with brand ads (no ask) just ads about PTV optimized for reach. Then from Dec 16-31 this campaign ran the same Daily Devotional and matching challenge ads.
Results are based on December 16-31 as this is the timeframe that would show the fruits of the brand ads.
Research Question
We believe that by running brand ads for Facebook traffic will achieve a higher conversion rate because there will be brand awareness and knowledge of who PTV is.
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.03% | ||
| T1: | Treatment #1 | 0.03% | 16.1% | 81.0% |
This experiment has a required sample size of 1,269,417 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 running brand ads on Facebook can potentially lead to a higher conversion rate in terms of donations for a nonprofit like Pathway to Victory. The treatment group, which was exposed to brand ads before the Daily Devotional and matching challenge ads, saw a 16.1% increase in donations compared to the control group.
However, the statistical level of confidence was only 81.0%, falling below the generally accepted threshold of 85%. This means that the results cannot be considered valid and should not be relied upon for future decision making.
In future experimentation, we will test running brand ads alongside offer ads rather than only brand at the beginning.