Buckner International

How an impact-focused value proposition on a donation page affects average gift

Experiment ID: #9059

Buckner International

Experiment Summary

Timeframe: 03/26/2018 - 06/02/2018

Buckner International was running a test on the 7 Scriptures donation page to test the effectiveness of a broader impact-focused value proposition on the donation page, which encouraged the reader to provide God’s Word to a child to help them grow closer to the Lord. The control copy focused more on providing for those children’s physical and emotional needs.

Research Question

Does a more impactful value proposition move people to give more generously?

Design

C: Control
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T1: Impact Focused
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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Impact_Focused-372x428.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 428 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Impact_Focused-235x270.jpg [thumb_385_270-width] => 235 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Impact_Focused-210x241.jpg [thumb_416_241-width] => 210 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Impact_Focused-356x410.jpg [thumb_448_410-width] => 356 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Impact_Focused.jpg [thumb_448_410_retina-width] => 566 [thumb_448_410_retina-height] => 651 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Impact_Focused-332x382.jpg [thumb_574_382-width] => 332 [thumb_574_382-height] => 382 [thumb_776_395] => 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Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 0.31%$12.60
T1: Impact Focused 0.32%3.1% 5.5%$22.60

This experiment has a required sample size of 2,493,498 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

Though this experiment was not statistically valid, we did see a directional lift of 85% in average gift amount, which shows us that people are motivated by providing help not just for children’s physical and emotional needs, but their relationship with God as well. We should continue testing this type of value proposition in future messaging to see if this continues to be the case.


Experiment Documented by Allison Autrey

Question about experiment #9059

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