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 the challenge grant.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 60911
[id] => 60911
[title] => Control.png
[filename] => Control-22.png
[filesize] => 78077
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22.png
[link] => https://www.nextafter.com/experiments/how-a-simplified-campaign-challenge-grant-goal-impacts-overall-revenue-and-average-gift/attachment/control-png-7656/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-7656
[status] => inherit
[uploaded_to] => 60909
[date] => 2024-07-17 16:01:42
[modified] => 2024-07-17 16:01:42
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 666
[height] => 530
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-300x239.png
[medium-width] => 300
[medium-height] => 239
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22.png
[medium_large-width] => 640
[medium_large-height] => 509
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22.png
[large-width] => 640
[large-height] => 509
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22.png
[1536x1536-width] => 666
[1536x1536-height] => 530
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22.png
[2048x2048-width] => 666
[2048x2048-height] => 530
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-600x400.png
[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/Control-22-600x600.png
[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/Control-22-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-50x40.png
[admin-width] => 50
[admin-height] => 40
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22.png
[full-width] => 666
[full-height] => 530
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-372x296.png
[thumb_372-width] => 372
[thumb_372-height] => 296
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22.png
[single_post_thumbnail-width] => 666
[single_post_thumbnail-height] => 530
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-32x25.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 25
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-48x38.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 38
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-64x51.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 51
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-128x102.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 102
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-84x67.png
[thumb_122_67-width] => 84
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-153x122.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 122
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-130x103.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 103
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-222x177.png
[thumb_232_177-width] => 222
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-544x433.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 433
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-271x216.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 216
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-271x216.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 216
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-216x172.png
[thumb_272_172-width] => 216
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-372x296.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 296
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-372x296.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 296
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-339x270.png
[thumb_385_270-width] => 339
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-303x241.png
[thumb_416_241-width] => 303
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-448x357.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 357
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22.png
[thumb_448_410_retina-width] => 666
[thumb_448_410_retina-height] => 530
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-480x382.png
[thumb_574_382-width] => 480
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-496x395.png
[thumb_776_395-width] => 496
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 60913
[id] => 60913
[title] => Treatment_#1.png
[filename] => Treatment_1-1.png
[filesize] => 74148
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1.png
[link] => https://www.nextafter.com/experiments/how-a-simplified-campaign-challenge-grant-goal-impacts-overall-revenue-and-average-gift/attachment/treatment_1-png-2677/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-2677
[status] => inherit
[uploaded_to] => 60909
[date] => 2024-07-17 16:01:48
[modified] => 2024-07-17 16:01:48
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 672
[height] => 506
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-300x226.png
[medium-width] => 300
[medium-height] => 226
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1.png
[medium_large-width] => 640
[medium_large-height] => 482
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1.png
[large-width] => 640
[large-height] => 482
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1.png
[1536x1536-width] => 672
[1536x1536-height] => 506
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1.png
[2048x2048-width] => 672
[2048x2048-height] => 506
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-600x400.png
[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/Treatment_1-1-600x600.png
[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/Treatment_1-1-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-50x38.png
[admin-width] => 50
[admin-height] => 38
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1.png
[full-width] => 672
[full-height] => 506
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-372x280.png
[thumb_372-width] => 372
[thumb_372-height] => 280
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1.png
[single_post_thumbnail-width] => 672
[single_post_thumbnail-height] => 506
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-32x24.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 24
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-48x36.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 36
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-64x48.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 48
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-128x96.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 96
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-89x67.png
[thumb_122_67-width] => 89
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-153x115.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 115
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-130x98.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 98
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-232x175.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 175
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-544x410.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 410
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-271x204.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 204
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-271x204.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 204
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-228x172.png
[thumb_272_172-width] => 228
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-372x280.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 280
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-372x280.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 280
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-359x270.png
[thumb_385_270-width] => 359
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-320x241.png
[thumb_416_241-width] => 320
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-448x337.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 337
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1.png
[thumb_448_410_retina-width] => 672
[thumb_448_410_retina-height] => 506
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-507x382.png
[thumb_574_382-width] => 507
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-525x395.png
[thumb_776_395-width] => 525
[thumb_776_395-height] => 395
) ) )
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 60911
[id] => 60911
[title] => Control.png
[filename] => Control-22.png
[filesize] => 78077
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22.png
[link] => https://www.nextafter.com/experiments/how-a-simplified-campaign-challenge-grant-goal-impacts-overall-revenue-and-average-gift/attachment/control-png-7656/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-7656
[status] => inherit
[uploaded_to] => 60909
[date] => 2024-07-17 16:01:42
[modified] => 2024-07-17 16:01:42
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 666
[height] => 530
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-300x239.png
[medium-width] => 300
[medium-height] => 239
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22.png
[medium_large-width] => 640
[medium_large-height] => 509
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22.png
[large-width] => 640
[large-height] => 509
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22.png
[1536x1536-width] => 666
[1536x1536-height] => 530
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22.png
[2048x2048-width] => 666
[2048x2048-height] => 530
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-600x400.png
[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/Control-22-600x600.png
[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/Control-22-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-50x40.png
[admin-width] => 50
[admin-height] => 40
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22.png
[full-width] => 666
[full-height] => 530
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-372x296.png
[thumb_372-width] => 372
[thumb_372-height] => 296
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22.png
[single_post_thumbnail-width] => 666
[single_post_thumbnail-height] => 530
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-32x25.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 25
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-48x38.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 38
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-64x51.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 51
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-128x102.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 102
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-84x67.png
[thumb_122_67-width] => 84
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-153x122.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 122
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-130x103.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 103
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-222x177.png
[thumb_232_177-width] => 222
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-544x433.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 433
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-271x216.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 216
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-271x216.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 216
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-216x172.png
[thumb_272_172-width] => 216
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-372x296.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 296
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-372x296.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 296
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-339x270.png
[thumb_385_270-width] => 339
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-303x241.png
[thumb_416_241-width] => 303
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-448x357.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 357
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22.png
[thumb_448_410_retina-width] => 666
[thumb_448_410_retina-height] => 530
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-480x382.png
[thumb_574_382-width] => 480
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-22-496x395.png
[thumb_776_395-width] => 496
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 60913
[id] => 60913
[title] => Treatment_#1.png
[filename] => Treatment_1-1.png
[filesize] => 74148
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1.png
[link] => https://www.nextafter.com/experiments/how-a-simplified-campaign-challenge-grant-goal-impacts-overall-revenue-and-average-gift/attachment/treatment_1-png-2677/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-2677
[status] => inherit
[uploaded_to] => 60909
[date] => 2024-07-17 16:01:48
[modified] => 2024-07-17 16:01:48
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 672
[height] => 506
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-300x226.png
[medium-width] => 300
[medium-height] => 226
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1.png
[medium_large-width] => 640
[medium_large-height] => 482
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1.png
[large-width] => 640
[large-height] => 482
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1.png
[1536x1536-width] => 672
[1536x1536-height] => 506
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1.png
[2048x2048-width] => 672
[2048x2048-height] => 506
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-600x400.png
[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/Treatment_1-1-600x600.png
[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/Treatment_1-1-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-50x38.png
[admin-width] => 50
[admin-height] => 38
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1.png
[full-width] => 672
[full-height] => 506
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-372x280.png
[thumb_372-width] => 372
[thumb_372-height] => 280
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1.png
[single_post_thumbnail-width] => 672
[single_post_thumbnail-height] => 506
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-32x24.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 24
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-48x36.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 36
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-64x48.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 48
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-128x96.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 96
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-89x67.png
[thumb_122_67-width] => 89
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-153x115.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 115
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-130x98.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 98
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-232x175.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 175
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-544x410.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 410
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-271x204.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 204
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-271x204.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 204
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-228x172.png
[thumb_272_172-width] => 228
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-372x280.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 280
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-372x280.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 280
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-359x270.png
[thumb_385_270-width] => 359
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-320x241.png
[thumb_416_241-width] => 320
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-448x337.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 337
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1.png
[thumb_448_410_retina-width] => 672
[thumb_448_410_retina-height] => 506
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-507x382.png
[thumb_574_382-width] => 507
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1-525x395.png
[thumb_776_395-width] => 525
[thumb_776_395-height] => 395
) ) )
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.