How breaking down your campaign goal for donors impacts donor conversion rates
Experiment ID: #85315
Canadian Taxpayers Federation
Experiment Summary
Ended On: 02/12/2022
As the Canadian Taxpayer Federation continued experimenting with breaking their campaign goal down into smaller, more relevant asks, they wanted to experiment with how this type of ask strategy would impact existing donors.
They segmented their donors based upon their “last gift” (range) to also see what the “right ask amount” for this campaign would be.
Those groups were:
- Donors whose last gift was around $25.
- Donors whose last gift was around $50.
- Donors whose last gift was around $100.
- Donors whose last gift was around $200.
They then built a treatment like a previous email used for the same campaign that broke down the fundraising goal into one of those four ask amounts.
Research Question
We believe that breaking down our fundraising goal into smaller, more relevant asks based upon their last gift amount for donors will achieve increase donor conversion rate.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 47529
[id] => 47529
[title] => Control.jpg
[filename] => Control-2385.jpg
[filesize] => 411929
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385.jpg
[link] => https://www.nextafter.com/experiments/how-breaking-down-your-campaign-goal-for-donors-impacts-donor-conversion-rates/attachment/control-jpg-2866/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-2866
[status] => inherit
[uploaded_to] => 25716
[date] => 2022-11-10 20:14:47
[modified] => 2022-11-10 20:14:47
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 609
[height] => 1597
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-114x300.jpg
[medium-width] => 114
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385.jpg
[medium_large-width] => 609
[medium_large-height] => 1597
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-390x1024.jpg
[large-width] => 390
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-586x1536.jpg
[1536x1536-width] => 586
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385.jpg
[2048x2048-width] => 609
[2048x2048-height] => 1597
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-600x400.jpg
[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-2385-600x600.jpg
[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-2385.jpg
[tp-image-grid-width] => 267
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-19x50.jpg
[admin-width] => 19
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385.jpg
[full-width] => 609
[full-height] => 1597
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-372x976.jpg
[thumb_372-width] => 372
[thumb_372-height] => 976
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-238x625.jpg
[single_post_thumbnail-width] => 238
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-12x32.jpg
[thumb_32_32-width] => 12
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-18x48.jpg
[thumb_48_48-width] => 18
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-24x64.jpg
[thumb_64_64-width] => 24
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-49x128.jpg
[thumb_128_128-width] => 49
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-26x67.jpg
[thumb_122_67-width] => 26
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-58x153.jpg
[thumb_153_153-width] => 58
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-62x163.jpg
[thumb_130_163-width] => 62
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-67x177.jpg
[thumb_232_177-width] => 67
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-248x650.jpg
[thumb_272_325-width] => 248
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-132x346.jpg
[thumb_271_346-width] => 132
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-103x271.jpg
[thumb_271_271-width] => 103
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-66x172.jpg
[thumb_272_172-width] => 66
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-176x461.jpg
[thumb_372_461-width] => 176
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-191x500.jpg
[thumb_372_500-width] => 191
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-103x270.jpg
[thumb_385_270-width] => 103
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-92x241.jpg
[thumb_416_241-width] => 92
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-156x410.jpg
[thumb_448_410-width] => 156
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-313x820.jpg
[thumb_448_410_retina-width] => 313
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-146x382.jpg
[thumb_574_382-width] => 146
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-151x395.jpg
[thumb_776_395-width] => 151
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 47530
[id] => 47530
[title] => Campaign_Goal_Broken_Down.jpg
[filename] => Campaign_Goal_Broken_Down-6.jpg
[filesize] => 393781
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6.jpg
[link] => https://www.nextafter.com/experiments/how-breaking-down-your-campaign-goal-for-donors-impacts-donor-conversion-rates/attachment/campaign_goal_broken_down-jpg-9/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => campaign_goal_broken_down-jpg-9
[status] => inherit
[uploaded_to] => 25716
[date] => 2022-11-10 20:15:07
[modified] => 2022-11-10 20:15:07
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 593
[height] => 1439
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-124x300.jpg
[medium-width] => 124
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6.jpg
[medium_large-width] => 593
[medium_large-height] => 1439
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-422x1024.jpg
[large-width] => 422
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6.jpg
[1536x1536-width] => 593
[1536x1536-height] => 1439
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6.jpg
[2048x2048-width] => 593
[2048x2048-height] => 1439
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-593x400.jpg
[ab-block-post-grid-landscape-width] => 593
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-593x600.jpg
[ab-block-post-grid-square-width] => 593
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6.jpg
[tp-image-grid-width] => 288
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-21x50.jpg
[admin-width] => 21
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6.jpg
[full-width] => 593
[full-height] => 1439
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-372x903.jpg
[thumb_372-width] => 372
[thumb_372-height] => 903
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-258x625.jpg
[single_post_thumbnail-width] => 258
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-13x32.jpg
[thumb_32_32-width] => 13
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-20x48.jpg
[thumb_48_48-width] => 20
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-26x64.jpg
[thumb_64_64-width] => 26
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-53x128.jpg
[thumb_128_128-width] => 53
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-28x67.jpg
[thumb_122_67-width] => 28
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-63x153.jpg
[thumb_153_153-width] => 63
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-67x163.jpg
[thumb_130_163-width] => 67
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-73x177.jpg
[thumb_232_177-width] => 73
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-268x650.jpg
[thumb_272_325-width] => 268
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-143x346.jpg
[thumb_271_346-width] => 143
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-112x271.jpg
[thumb_271_271-width] => 112
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-71x172.jpg
[thumb_272_172-width] => 71
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-190x461.jpg
[thumb_372_461-width] => 190
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-206x500.jpg
[thumb_372_500-width] => 206
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-111x270.jpg
[thumb_385_270-width] => 111
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-99x241.jpg
[thumb_416_241-width] => 99
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-169x410.jpg
[thumb_448_410-width] => 169
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-338x820.jpg
[thumb_448_410_retina-width] => 338
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-157x382.jpg
[thumb_574_382-width] => 157
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-163x395.jpg
[thumb_776_395-width] => 163
[thumb_776_395-height] => 395
) ) )
T1: Campaign Goal Broken Down
Array
(
[0] => Array
(
[ID] => 47529
[id] => 47529
[title] => Control.jpg
[filename] => Control-2385.jpg
[filesize] => 411929
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385.jpg
[link] => https://www.nextafter.com/experiments/how-breaking-down-your-campaign-goal-for-donors-impacts-donor-conversion-rates/attachment/control-jpg-2866/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-jpg-2866
[status] => inherit
[uploaded_to] => 25716
[date] => 2022-11-10 20:14:47
[modified] => 2022-11-10 20:14:47
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 609
[height] => 1597
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-114x300.jpg
[medium-width] => 114
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385.jpg
[medium_large-width] => 609
[medium_large-height] => 1597
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-390x1024.jpg
[large-width] => 390
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-586x1536.jpg
[1536x1536-width] => 586
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385.jpg
[2048x2048-width] => 609
[2048x2048-height] => 1597
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-600x400.jpg
[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-2385-600x600.jpg
[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-2385.jpg
[tp-image-grid-width] => 267
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-19x50.jpg
[admin-width] => 19
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385.jpg
[full-width] => 609
[full-height] => 1597
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-372x976.jpg
[thumb_372-width] => 372
[thumb_372-height] => 976
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-238x625.jpg
[single_post_thumbnail-width] => 238
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-12x32.jpg
[thumb_32_32-width] => 12
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-18x48.jpg
[thumb_48_48-width] => 18
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-24x64.jpg
[thumb_64_64-width] => 24
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-49x128.jpg
[thumb_128_128-width] => 49
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-26x67.jpg
[thumb_122_67-width] => 26
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-58x153.jpg
[thumb_153_153-width] => 58
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-62x163.jpg
[thumb_130_163-width] => 62
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-67x177.jpg
[thumb_232_177-width] => 67
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-248x650.jpg
[thumb_272_325-width] => 248
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-132x346.jpg
[thumb_271_346-width] => 132
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-103x271.jpg
[thumb_271_271-width] => 103
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-66x172.jpg
[thumb_272_172-width] => 66
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-176x461.jpg
[thumb_372_461-width] => 176
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-191x500.jpg
[thumb_372_500-width] => 191
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-103x270.jpg
[thumb_385_270-width] => 103
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-92x241.jpg
[thumb_416_241-width] => 92
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-156x410.jpg
[thumb_448_410-width] => 156
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-313x820.jpg
[thumb_448_410_retina-width] => 313
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-146x382.jpg
[thumb_574_382-width] => 146
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-2385-151x395.jpg
[thumb_776_395-width] => 151
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 47530
[id] => 47530
[title] => Campaign_Goal_Broken_Down.jpg
[filename] => Campaign_Goal_Broken_Down-6.jpg
[filesize] => 393781
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6.jpg
[link] => https://www.nextafter.com/experiments/how-breaking-down-your-campaign-goal-for-donors-impacts-donor-conversion-rates/attachment/campaign_goal_broken_down-jpg-9/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => campaign_goal_broken_down-jpg-9
[status] => inherit
[uploaded_to] => 25716
[date] => 2022-11-10 20:15:07
[modified] => 2022-11-10 20:15:07
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 593
[height] => 1439
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-124x300.jpg
[medium-width] => 124
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6.jpg
[medium_large-width] => 593
[medium_large-height] => 1439
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-422x1024.jpg
[large-width] => 422
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6.jpg
[1536x1536-width] => 593
[1536x1536-height] => 1439
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6.jpg
[2048x2048-width] => 593
[2048x2048-height] => 1439
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-593x400.jpg
[ab-block-post-grid-landscape-width] => 593
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-593x600.jpg
[ab-block-post-grid-square-width] => 593
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6.jpg
[tp-image-grid-width] => 288
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-21x50.jpg
[admin-width] => 21
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6.jpg
[full-width] => 593
[full-height] => 1439
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-372x903.jpg
[thumb_372-width] => 372
[thumb_372-height] => 903
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-258x625.jpg
[single_post_thumbnail-width] => 258
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-13x32.jpg
[thumb_32_32-width] => 13
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-20x48.jpg
[thumb_48_48-width] => 20
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-26x64.jpg
[thumb_64_64-width] => 26
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-53x128.jpg
[thumb_128_128-width] => 53
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-28x67.jpg
[thumb_122_67-width] => 28
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-63x153.jpg
[thumb_153_153-width] => 63
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-67x163.jpg
[thumb_130_163-width] => 67
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-73x177.jpg
[thumb_232_177-width] => 73
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-268x650.jpg
[thumb_272_325-width] => 268
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-143x346.jpg
[thumb_271_346-width] => 143
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-112x271.jpg
[thumb_271_271-width] => 112
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-71x172.jpg
[thumb_272_172-width] => 71
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-190x461.jpg
[thumb_372_461-width] => 190
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-206x500.jpg
[thumb_372_500-width] => 206
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-111x270.jpg
[thumb_385_270-width] => 111
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-99x241.jpg
[thumb_416_241-width] => 99
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-169x410.jpg
[thumb_448_410-width] => 169
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-338x820.jpg
[thumb_448_410_retina-width] => 338
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-157x382.jpg
[thumb_574_382-width] => 157
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Campaign_Goal_Broken_Down-6-163x395.jpg
[thumb_776_395-width] => 163
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 2.5% | ||
| T1: | Campaign Goal Broken Down | 2.1% | -16.9% | 71.3% |
This experiment has a required sample size of 9,665 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
With only a 71.3% level of confidence (which is not fully validated), we observed a decrease in donor conversion rate of -16.9%.
The revenue decrease didn’t exactly reflect the decline found in the donor conversion rate — where we observed only a -6.2% decrease in revenue, however that also did not validate (LoC: 60.3%).
When digging into the numbers more closely, we noticed something of interest … specifically, this tactic actually increased donor conversion rate by +33.7% (albeit with only a 69.2% level of confidence), while we observed a fully valid (LoC: 97.4%) decrease of -39.3% in donor conversion rate when we asked for gifts larger than $100.
Overall, there is some evidence that this organization can lift response rates on asks made to their donors at/below $50, but if they ask for more than $100 in this way, the lack of responses from those segments overall brought the total treatment segment to the aggregate decrease shown above.
Further experimentation may be required, but this points towards using this tactic for smaller ask amounts rather than really large ones for this particular organization.