Heritage Action for America
The Heritage Foundation

How a targeted HAFA secondary ask impacted donor response rates

Experiment ID: #5636

Heritage Action for America

The Heritage Foundation

Experiment Summary

Timeframe: 10/18/2016 - 11/10/2016

After a gift is made to The Heritage Foundation, the donor is immediately prompted with the opportunity to make a donation to their sister organization, Heritage Action for America. Historically, we have used the same copy for the secondary ask on every donation page.

As part of the SCOTUS Money Bomb campaign, we had the opportunity to test a secondary ask for Heritage Action for America that was targeted to the theme of the campaign. Our goal was to determine if it is worth the time and effort to craft a unique value proposition for the HAFA ask for each campaign.

Research Question

Will a HAFA value proposition used in the secondary ask that is targeted to the topic of the specific campaign lift secondary asks?

Design

C: General HAFA Value Prop
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=> 395 ) ) )
T1: SCOTUS HAFA Value Prop
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=> https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Secondary-Ask-Treatment-270x270.png [thumb_385_270-width] => 270 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Secondary-Ask-Treatment-241x241.png [thumb_416_241-width] => 241 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Secondary-Ask-Treatment-410x410.png [thumb_448_410-width] => 410 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Secondary-Ask-Treatment-821x820.png [thumb_448_410_retina-width] => 821 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Secondary-Ask-Treatment-382x382.png [thumb_574_382-width] => 382 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Secondary-Ask-Treatment-395x395.png [thumb_776_395-width] => 395 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: General HAFA Value Prop 16.2%
T1: SCOTUS HAFA Value Prop 17.2%6.3% 46.3%

This experiment has a required sample size of 10,116 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

There was no statistically significant impact on donor conversion for the targeted secondary ask. It would appear that there was a slight improvement but it would have required significantly more donors to the Heritage campaign before this could be validated. In short, it would seem that it is not worth the time to develop targeted secondary asks for individual campaigns.


Experiment Documented by NextAfter

Question about experiment #5636

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.