How adding clarity to the action affects donors
Experiment ID: #1851
Media Research Center
Experiment Summary
Timeframe: 08/12/2015 - 08/14/2015
As part of a follow up to a group of petition signers, the Media Research Center wanted to find what email call to action would lead to the greatest number of gifts. The standard approach had always been to make a gift request with a link and compliment it with a Donate button.
We had a hypothesis that if we added specificity to the call to action and specifically told them what we would like them to give, we could get more constituents to make a gift.
Research Question
Does making a specific dollar amount ask in an email lead to an increase in the number of donations?
Design
C: Donate Button
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T1: Quick Donate Links
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Donate Button | 0.08% | $25.00 | ||
| T1: | Quick Donate Links | 0.14% | 81.7% | 52.1% | $46.00 |
This experiment has a required sample size of 25,824 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
This experiment did not reach statistical validity but the results would directionally indicate that adding the “Quick Donate” button motivated a greater proportion of the audience to give a gift. When we add specificity to an action, we are able to remove a portion of the decision making the donor has to do.
We will need to do further testing to validate this approach in the future.
Additionally, when examining the actual gifts made as a result of clicking the button, we found that even if donors clicked a certain amount in the email, approximately 50% ended up giving more on the actual donation form. This indicates that the value proposition on the page was strong enough to motivate a larger gift.