How a cultivation email prior to an appeal impacted giving
Experiment ID: #15371
Buckner International
Experiment Summary
Timeframe: 04/25/2019 - 05/05/2019
In an analysis of prior appeals, Buckner International had discovered that their long story emails tended to be the lowest performing appeals. However, we had a hypothesis that while these emails may not perform well immediately, they may be influencing downstream giving. Given the time and effort required to write these emails, we decided to run a test to measure the impact of these “cultivation” style appeals when they are a part of a larger campaign.
To do this, we split the file in half and sent one segment a long story prior to the two appeal emails. The treatment just received the two appeal emails. We then monitored the donor giving across the entire campaign.
Research Question
Will long-form story emails positively impact overall giving to a campaign?
Design
C: Long Story Pre-Email
Array
(
[0] => Array
(
[ID] => 16293
[id] => 16293
[title] => Long_Story_Pre-Email-1.jpg
[filename] => Long_Story_Pre-Email-1.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1.jpg
[link] => https://www.nextafter.com/experiments/how-a-cultivation-email-prior-to-an-appeal-impacted-giving/attachment/long_story_pre-email-1-jpg/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => long_story_pre-email-1-jpg
[status] => inherit
[uploaded_to] => 16292
[date] => 2021-02-25 11:19:27
[modified] => 2021-02-25 11:19:27
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 1758
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-246x300.jpg
[medium-width] => 246
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-768x938.jpg
[medium_large-width] => 640
[medium_large-height] => 782
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-839x1024.jpg
[large-width] => 640
[large-height] => 781
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-1258x1536.jpg
[1536x1536-width] => 1258
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1.jpg
[2048x2048-width] => 1440
[2048x2048-height] => 1758
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1.jpg
[tp-image-grid-width] => 573
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-41x50.jpg
[admin-width] => 41
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1.jpg
[full-width] => 1440
[full-height] => 1758
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-372x454.jpg
[thumb_372-width] => 372
[thumb_372-height] => 454
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-512x625.jpg
[single_post_thumbnail-width] => 512
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-26x32.jpg
[thumb_32_32-width] => 26
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-39x48.jpg
[thumb_48_48-width] => 39
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-52x64.jpg
[thumb_64_64-width] => 52
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-105x128.jpg
[thumb_128_128-width] => 105
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-55x67.jpg
[thumb_122_67-width] => 55
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-125x153.jpg
[thumb_153_153-width] => 125
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-130x159.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 159
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-145x177.jpg
[thumb_232_177-width] => 145
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-532x650.jpg
[thumb_272_325-width] => 532
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-271x331.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 331
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-222x271.jpg
[thumb_271_271-width] => 222
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-141x172.jpg
[thumb_272_172-width] => 141
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-372x454.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 454
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-372x454.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 454
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-221x270.jpg
[thumb_385_270-width] => 221
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-197x241.jpg
[thumb_416_241-width] => 197
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-336x410.jpg
[thumb_448_410-width] => 336
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-672x820.jpg
[thumb_448_410_retina-width] => 672
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-313x382.jpg
[thumb_574_382-width] => 313
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-324x395.jpg
[thumb_776_395-width] => 324
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 16294
[id] => 16294
[title] => No_Story_Email-1.jpg
[filename] => No_Story_Email-1.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1.jpg
[link] => https://www.nextafter.com/experiments/how-a-cultivation-email-prior-to-an-appeal-impacted-giving/attachment/no_story_email-1-jpg/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => no_story_email-1-jpg
[status] => inherit
[uploaded_to] => 16292
[date] => 2021-02-25 11:19:38
[modified] => 2021-02-25 11:19:38
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 954
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-300x199.jpg
[medium-width] => 300
[medium-height] => 199
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-768x509.jpg
[medium_large-width] => 640
[medium_large-height] => 424
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-1024x678.jpg
[large-width] => 640
[large-height] => 424
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1.jpg
[1536x1536-width] => 1440
[1536x1536-height] => 954
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1.jpg
[2048x2048-width] => 1440
[2048x2048-height] => 954
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 464
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-50x33.jpg
[admin-width] => 50
[admin-height] => 33
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1.jpg
[full-width] => 1440
[full-height] => 954
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-372x246.jpg
[thumb_372-width] => 372
[thumb_372-height] => 246
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-943x625.jpg
[single_post_thumbnail-width] => 943
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-32x21.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-48x32.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 32
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-64x42.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 42
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-128x85.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 85
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-101x67.jpg
[thumb_122_67-width] => 101
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-153x101.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 101
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-130x86.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 86
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-232x154.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 154
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-544x360.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 360
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-271x180.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 180
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-271x180.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 180
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-260x172.jpg
[thumb_272_172-width] => 260
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-372x246.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 246
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-372x246.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 246
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-385x255.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 255
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-364x241.jpg
[thumb_416_241-width] => 364
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-448x297.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 297
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-896x594.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 594
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-574x380.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 380
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-596x395.jpg
[thumb_776_395-width] => 596
[thumb_776_395-height] => 395
) ) )
T1: No Story Email
Array
(
[0] => Array
(
[ID] => 16293
[id] => 16293
[title] => Long_Story_Pre-Email-1.jpg
[filename] => Long_Story_Pre-Email-1.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1.jpg
[link] => https://www.nextafter.com/experiments/how-a-cultivation-email-prior-to-an-appeal-impacted-giving/attachment/long_story_pre-email-1-jpg/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => long_story_pre-email-1-jpg
[status] => inherit
[uploaded_to] => 16292
[date] => 2021-02-25 11:19:27
[modified] => 2021-02-25 11:19:27
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 1758
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-246x300.jpg
[medium-width] => 246
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-768x938.jpg
[medium_large-width] => 640
[medium_large-height] => 782
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-839x1024.jpg
[large-width] => 640
[large-height] => 781
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-1258x1536.jpg
[1536x1536-width] => 1258
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1.jpg
[2048x2048-width] => 1440
[2048x2048-height] => 1758
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1.jpg
[tp-image-grid-width] => 573
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-41x50.jpg
[admin-width] => 41
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1.jpg
[full-width] => 1440
[full-height] => 1758
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-372x454.jpg
[thumb_372-width] => 372
[thumb_372-height] => 454
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-512x625.jpg
[single_post_thumbnail-width] => 512
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-26x32.jpg
[thumb_32_32-width] => 26
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-39x48.jpg
[thumb_48_48-width] => 39
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-52x64.jpg
[thumb_64_64-width] => 52
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-105x128.jpg
[thumb_128_128-width] => 105
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-55x67.jpg
[thumb_122_67-width] => 55
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-125x153.jpg
[thumb_153_153-width] => 125
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-130x159.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 159
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-145x177.jpg
[thumb_232_177-width] => 145
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-532x650.jpg
[thumb_272_325-width] => 532
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-271x331.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 331
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-222x271.jpg
[thumb_271_271-width] => 222
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-141x172.jpg
[thumb_272_172-width] => 141
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-372x454.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 454
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-372x454.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 454
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-221x270.jpg
[thumb_385_270-width] => 221
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-197x241.jpg
[thumb_416_241-width] => 197
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-336x410.jpg
[thumb_448_410-width] => 336
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-672x820.jpg
[thumb_448_410_retina-width] => 672
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-313x382.jpg
[thumb_574_382-width] => 313
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Long_Story_Pre-Email-1-324x395.jpg
[thumb_776_395-width] => 324
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 16294
[id] => 16294
[title] => No_Story_Email-1.jpg
[filename] => No_Story_Email-1.jpg
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1.jpg
[link] => https://www.nextafter.com/experiments/how-a-cultivation-email-prior-to-an-appeal-impacted-giving/attachment/no_story_email-1-jpg/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => no_story_email-1-jpg
[status] => inherit
[uploaded_to] => 16292
[date] => 2021-02-25 11:19:38
[modified] => 2021-02-25 11:19:38
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 954
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-300x199.jpg
[medium-width] => 300
[medium-height] => 199
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-768x509.jpg
[medium_large-width] => 640
[medium_large-height] => 424
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-1024x678.jpg
[large-width] => 640
[large-height] => 424
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1.jpg
[1536x1536-width] => 1440
[1536x1536-height] => 954
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1.jpg
[2048x2048-width] => 1440
[2048x2048-height] => 954
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 464
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-50x33.jpg
[admin-width] => 50
[admin-height] => 33
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1.jpg
[full-width] => 1440
[full-height] => 954
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-372x246.jpg
[thumb_372-width] => 372
[thumb_372-height] => 246
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-943x625.jpg
[single_post_thumbnail-width] => 943
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-32x21.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-48x32.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 32
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-64x42.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 42
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-128x85.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 85
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-101x67.jpg
[thumb_122_67-width] => 101
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-153x101.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 101
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-130x86.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 86
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-232x154.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 154
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-544x360.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 360
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-271x180.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 180
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-271x180.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 180
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-260x172.jpg
[thumb_272_172-width] => 260
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-372x246.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 246
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-372x246.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 246
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-385x255.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 255
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-364x241.jpg
[thumb_416_241-width] => 364
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-448x297.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 297
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-896x594.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 594
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-574x380.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 380
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Story_Email-1-596x395.jpg
[thumb_776_395-width] => 596
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Long Story Pre-Email | 0.03% | ||
| T1: | No Story Email | 0.03% | -12.6% | 26.2% |
This experiment has a required sample size of 1,378,748 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
At the end of the campaign, we did not see any significant difference in donor conversion with the additional email. However, we did see a 50% increase to unsubscribes (with 100% level of statistical confidence) due to the addition of the extra email. Given that the additional story email did not have the positive impact on giving that we hypothesized, it would seem that we can reduce the number of emails in the appeal while negatively impacting giving.