How communicating the specific kind of impact a person’s gift can have affects donor conversion.
Experiment ID: #6124
FamilyLife
Experiment Summary
Timeframe: 05/23/2018 - 08/02/2018
On FamilyLife’s I Still Do instant donation page, they had found that mentioning a suggested gift amount and telling people what the gift amount could do increased donor conversion significantly. The suggested giving amount communicated how many people they could reach with a $50 donation. This figure was created based off of how many people we could reach through paid Facebook ads. While this approach proved to resonate with new course takers, we hypothesized that a smaller, more impactful figure might increase motivation even more. We developed a treatment that instead of communicating how many people $50 could reach, it communicated how many more couples $50 would allow to sign-up for the online course. This figure again was developed based on how much it cost to get people signed up for the course through paid Facebook ads.
Research Question
Would using a smaller impact number increase conversion?
Design
C: Reach 7,000 more people
Array
(
[0] => Array
(
[ID] => 63702
[id] => 63702
[title] => Reach_7,000_more_people.jpg
[filename] => Reach_7000_more_people-4.jpg
[filesize] => 88838
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4.jpg
[link] => https://www.nextafter.com/experiments/how-communicating-the-specific-kind-of-impact-a-persons-gift-can-have-affects-donor-conversion/attachment/reach_7000_more_people-jpg-11/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => reach_7000_more_people-jpg-11
[status] => inherit
[uploaded_to] => 15236
[date] => 2024-08-09 19:01:51
[modified] => 2024-08-09 19:01:51
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 476
[height] => 590
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-242x300.jpg
[medium-width] => 242
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4.jpg
[medium_large-width] => 476
[medium_large-height] => 590
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4.jpg
[large-width] => 476
[large-height] => 590
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4.jpg
[1536x1536-width] => 476
[1536x1536-height] => 590
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4.jpg
[2048x2048-width] => 476
[2048x2048-height] => 590
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-600x400.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/Reach_7000_more_people-4-600x600.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/Reach_7000_more_people-4-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-40x50.jpg
[admin-width] => 40
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4.jpg
[full-width] => 476
[full-height] => 590
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-372x461.jpg
[thumb_372-width] => 372
[thumb_372-height] => 461
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4.jpg
[single_post_thumbnail-width] => 476
[single_post_thumbnail-height] => 590
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-26x32.jpg
[thumb_32_32-width] => 26
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-39x48.jpg
[thumb_48_48-width] => 39
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-52x64.jpg
[thumb_64_64-width] => 52
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-103x128.jpg
[thumb_128_128-width] => 103
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-54x67.jpg
[thumb_122_67-width] => 54
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-123x153.jpg
[thumb_153_153-width] => 123
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-130x161.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 161
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-143x177.jpg
[thumb_232_177-width] => 143
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4.jpg
[thumb_272_325-width] => 476
[thumb_272_325-height] => 590
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-271x336.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 336
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-219x271.jpg
[thumb_271_271-width] => 219
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-139x172.jpg
[thumb_272_172-width] => 139
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-372x461.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-372x461.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 461
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-218x270.jpg
[thumb_385_270-width] => 218
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-194x241.jpg
[thumb_416_241-width] => 194
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-331x410.jpg
[thumb_448_410-width] => 331
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4.jpg
[thumb_448_410_retina-width] => 476
[thumb_448_410_retina-height] => 590
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-308x382.jpg
[thumb_574_382-width] => 308
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-319x395.jpg
[thumb_776_395-width] => 319
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 63704
[id] => 63704
[title] => Allow_36_More_Couples.jpg
[filename] => Allow_36_More_Couples-4.jpg
[filesize] => 98667
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4.jpg
[link] => https://www.nextafter.com/experiments/how-communicating-the-specific-kind-of-impact-a-persons-gift-can-have-affects-donor-conversion/attachment/allow_36_more_couples-jpg-11/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => allow_36_more_couples-jpg-11
[status] => inherit
[uploaded_to] => 15236
[date] => 2024-08-09 19:01:52
[modified] => 2024-08-09 19:01:52
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 555
[height] => 624
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-267x300.jpg
[medium-width] => 267
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4.jpg
[medium_large-width] => 555
[medium_large-height] => 624
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4.jpg
[large-width] => 555
[large-height] => 624
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4.jpg
[1536x1536-width] => 555
[1536x1536-height] => 624
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4.jpg
[2048x2048-width] => 555
[2048x2048-height] => 624
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-600x400.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/Allow_36_More_Couples-4-600x600.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/Allow_36_More_Couples-4-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-44x50.jpg
[admin-width] => 44
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4.jpg
[full-width] => 555
[full-height] => 624
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-372x418.jpg
[thumb_372-width] => 372
[thumb_372-height] => 418
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4.jpg
[single_post_thumbnail-width] => 555
[single_post_thumbnail-height] => 624
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-28x32.jpg
[thumb_32_32-width] => 28
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-43x48.jpg
[thumb_48_48-width] => 43
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-57x64.jpg
[thumb_64_64-width] => 57
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-114x128.jpg
[thumb_128_128-width] => 114
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-60x67.jpg
[thumb_122_67-width] => 60
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-136x153.jpg
[thumb_153_153-width] => 136
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-130x146.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 146
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-157x177.jpg
[thumb_232_177-width] => 157
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-544x612.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 612
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-271x305.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 305
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-241x271.jpg
[thumb_271_271-width] => 241
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-153x172.jpg
[thumb_272_172-width] => 153
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-372x418.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 418
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-372x418.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 418
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-240x270.jpg
[thumb_385_270-width] => 240
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-214x241.jpg
[thumb_416_241-width] => 214
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-365x410.jpg
[thumb_448_410-width] => 365
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4.jpg
[thumb_448_410_retina-width] => 555
[thumb_448_410_retina-height] => 624
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-340x382.jpg
[thumb_574_382-width] => 340
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-351x395.jpg
[thumb_776_395-width] => 351
[thumb_776_395-height] => 395
) ) )
T1: Allow 36 More Couples
Array
(
[0] => Array
(
[ID] => 63702
[id] => 63702
[title] => Reach_7,000_more_people.jpg
[filename] => Reach_7000_more_people-4.jpg
[filesize] => 88838
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4.jpg
[link] => https://www.nextafter.com/experiments/how-communicating-the-specific-kind-of-impact-a-persons-gift-can-have-affects-donor-conversion/attachment/reach_7000_more_people-jpg-11/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => reach_7000_more_people-jpg-11
[status] => inherit
[uploaded_to] => 15236
[date] => 2024-08-09 19:01:51
[modified] => 2024-08-09 19:01:51
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 476
[height] => 590
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-242x300.jpg
[medium-width] => 242
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4.jpg
[medium_large-width] => 476
[medium_large-height] => 590
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4.jpg
[large-width] => 476
[large-height] => 590
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4.jpg
[1536x1536-width] => 476
[1536x1536-height] => 590
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4.jpg
[2048x2048-width] => 476
[2048x2048-height] => 590
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-600x400.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/Reach_7000_more_people-4-600x600.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/Reach_7000_more_people-4-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-40x50.jpg
[admin-width] => 40
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4.jpg
[full-width] => 476
[full-height] => 590
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-372x461.jpg
[thumb_372-width] => 372
[thumb_372-height] => 461
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4.jpg
[single_post_thumbnail-width] => 476
[single_post_thumbnail-height] => 590
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-26x32.jpg
[thumb_32_32-width] => 26
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-39x48.jpg
[thumb_48_48-width] => 39
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-52x64.jpg
[thumb_64_64-width] => 52
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-103x128.jpg
[thumb_128_128-width] => 103
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-54x67.jpg
[thumb_122_67-width] => 54
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-123x153.jpg
[thumb_153_153-width] => 123
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-130x161.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 161
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-143x177.jpg
[thumb_232_177-width] => 143
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4.jpg
[thumb_272_325-width] => 476
[thumb_272_325-height] => 590
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-271x336.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 336
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-219x271.jpg
[thumb_271_271-width] => 219
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-139x172.jpg
[thumb_272_172-width] => 139
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-372x461.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-372x461.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 461
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-218x270.jpg
[thumb_385_270-width] => 218
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-194x241.jpg
[thumb_416_241-width] => 194
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-331x410.jpg
[thumb_448_410-width] => 331
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4.jpg
[thumb_448_410_retina-width] => 476
[thumb_448_410_retina-height] => 590
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-308x382.jpg
[thumb_574_382-width] => 308
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Reach_7000_more_people-4-319x395.jpg
[thumb_776_395-width] => 319
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 63704
[id] => 63704
[title] => Allow_36_More_Couples.jpg
[filename] => Allow_36_More_Couples-4.jpg
[filesize] => 98667
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4.jpg
[link] => https://www.nextafter.com/experiments/how-communicating-the-specific-kind-of-impact-a-persons-gift-can-have-affects-donor-conversion/attachment/allow_36_more_couples-jpg-11/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => allow_36_more_couples-jpg-11
[status] => inherit
[uploaded_to] => 15236
[date] => 2024-08-09 19:01:52
[modified] => 2024-08-09 19:01:52
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 555
[height] => 624
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-267x300.jpg
[medium-width] => 267
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4.jpg
[medium_large-width] => 555
[medium_large-height] => 624
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4.jpg
[large-width] => 555
[large-height] => 624
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4.jpg
[1536x1536-width] => 555
[1536x1536-height] => 624
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4.jpg
[2048x2048-width] => 555
[2048x2048-height] => 624
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-600x400.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/Allow_36_More_Couples-4-600x600.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/Allow_36_More_Couples-4-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-44x50.jpg
[admin-width] => 44
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4.jpg
[full-width] => 555
[full-height] => 624
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-372x418.jpg
[thumb_372-width] => 372
[thumb_372-height] => 418
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4.jpg
[single_post_thumbnail-width] => 555
[single_post_thumbnail-height] => 624
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-28x32.jpg
[thumb_32_32-width] => 28
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-43x48.jpg
[thumb_48_48-width] => 43
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-57x64.jpg
[thumb_64_64-width] => 57
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-114x128.jpg
[thumb_128_128-width] => 114
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-60x67.jpg
[thumb_122_67-width] => 60
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-136x153.jpg
[thumb_153_153-width] => 136
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-130x146.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 146
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-157x177.jpg
[thumb_232_177-width] => 157
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-544x612.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 612
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-271x305.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 305
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-241x271.jpg
[thumb_271_271-width] => 241
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-153x172.jpg
[thumb_272_172-width] => 153
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-372x418.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 418
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-372x418.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 418
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-240x270.jpg
[thumb_385_270-width] => 240
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-214x241.jpg
[thumb_416_241-width] => 214
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-365x410.jpg
[thumb_448_410-width] => 365
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4.jpg
[thumb_448_410_retina-width] => 555
[thumb_448_410_retina-height] => 624
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-340x382.jpg
[thumb_574_382-width] => 340
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Allow_36_More_Couples-4-351x395.jpg
[thumb_776_395-width] => 351
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Reach 7,000 more people | 1.2% | $0.00 | ||
| T1: | Allow 36 More Couples | 2.4% | 98.4% | 96.0% | $0.00 |
This experiment has a required sample size of 952 in order to be valid. Since the experiment had a total sample size of 2,109, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 98.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
By telling people their specific gift of $50 would allow 36 more couple to sign up for the online course significantly impacted conversion by 98%! The smaller amount (36 couples vs 7,000 people) communicated a greater impact. This greater impact resonated with new course takers and increased their motivation to give. Allowing more couples to take the course is something that has a stronger personal connection to the end user and is easier to consume and believe.