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Human Coalition

How additional cultivation and text appeals amid a High Urgency campaign impact donor giving

Experiment ID: #191633

Human Coalition

Experiment Summary

Ended On: 10/08/2024

As Human Coalition expands into multi-channel efforts with Facebook retargeting and text appeals, we hypothesized that including additional touchpoints in text for the Back to School high urgency campaign will improve donor conversion rate and revenue. Our goal was to observe the impact on giving, not just from the text directly, but whether these additional touchpoints made donors more likely to give or more generous in their gift amount in other channels throughout the campaign.

The additional touchpoints sent by text were a launch day appeal, a cultivation piece with video, and a final day appeal – three texts in total.

Research Question

We believe that sending cultivation and appeals in an additional channel amid a high urgency campaign for Human Coalition’s housefile will achieve an increase in donor giving and revenue because it diversifies the communication and creates an additional reminder/opportunity to connect with the donor — beyond just their inbox.

Design

C: Control
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T1: Treatment
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Results

 Treatment NameRevenue per VisitorRelative DifferenceConfidenceAverage Gift
C: Control $0.05$72.39
T1: Treatment $0.0740.6% 0.0%$83.56

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

Key Learnings from the Experiment:

1. The treatment group, which included additional touchpoints through Facebook retargeting and text appeals, saw a significant increase in revenue for all traffic by 35.0%. This suggests that incorporating multiple channels for communication can have a positive impact on donor giving during high urgency campaigns.

2. Despite the increase in revenue, the statistical level of confidence was only at 75.9%, which is below the recommended threshold of 95%. This means that the results are not considered statistically significant and should not be relied upon for future decision making.

The key lesson learned is that incorporating multiple touchpoints in fundraising campaigns may have a positive impact on donor giving, but it is essential to gather more data and ensure statistically significant results before implementing any changes based on experiment outcomes.

Ultimately, a helpful takeaway is that receiving an additional communication in text does not negatively impact Human Coalition’s audience, it doesn’t appear to be an annoyance or a distraction. Rather, it would be worthwhile testing additional pieces in text that are “bonus” to the campaign. For example, rather than resending the video already included in email. What if readers were sent a new cultivation or video piece that they hadn’t received.

Experiment Documented by NextAfter

Question about experiment #191633

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