How a simplified campaign Challenge Grant goal impacts overall revenue and average gift
Experiment ID: #186674
Human Coalition
Experiment Summary
Ended On: 07/17/2024
For Human Coalition’s Fiscal Year End campaign, readers were presented with two goals: the overall goal of $703,875 as well as the challenge grant goal of $352,000. In reality, these two goals represent the same number. $703,875 is the total of what would be raised if the challenge grant goal was met. We hypothesized that presenting the user with both could cause unnecessary confusion and friction. We believe that by simplifying this goal in the treatment, to only highlight the challenge grant as the main priority will help improve donor conversion and revenue.
Research Question
We believe that simplifying the campaign challenge grant goal for Human Coalition housefile will achieve an increase in donor conversion and revenue because it eliminates potential confusion and instead focuses on highlighting the impact of a the challenge grant..
Design
C: Control
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Results
| Treatment Name | Revenue per Visitor | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | $0.01 | $62.47 | ||
| T1: | Treatment #1 | $0.02 | 124.8% | 93.6% | $131.35 |
This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.
Key Learnings
The key learning from this experiment is that simplifying the campaign challenge grant goal for Human Coalition by focusing solely on the $352,000 goal led to a significant increase in donor conversion and revenue. By eliminating potential confusion caused by presenting two goals, the treatment version saw a 124.8% increase in revenue for all traffic.
Our hypothesis is that by simplifying the ask, and focusing the reader’s attention on the doubled impact of the challenge grant, users were more likely to make a larger gift knowing.
In future experimentation, it is important to continue testing this simplified approach to determine its consistent impact on donor behavior. Further testing with larger sample sizes and variations in messaging could help strengthen the validity of these findings. Additionally, applying this learning to other campaigns within Human Coalition and potentially extending it to other similar nonprofit organizations could help optimize fundraising efforts and improve overall outcomes.