The Heritage Foundation

How speaking to donor passion points affects donations

Experiment ID: #891

The Heritage Foundation

Experiment Summary

Timeframe: 12/23/2014 - 12/25/2014

As a way to thank their donors, Hillsdale produced a video close to Christmas. In addition to the stewardship aspect of the video, it offered a view of the Hillsdale campus and student body that donors rarely get to experience. To get more out of this video, we developed a landing page to send out to the full email file and included a contextualized donation form below. This donation form offered an opportunity to test different aspects of Hillsdale’s value proposition to see what messages resonated best with their donors.

Research Question

A call to action derived from Hillsdale’s financial independence from the federal government will get increased donors and average gifts when compared to a message involving their work teaching the principles of freedom.

Design

C: Principles of Freedom
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T1: Financial Independence
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[thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Principles of Freedom 0.56%
T1: Financial Independence 0.67%18.3% 33.2%

This experiment has a required sample size of 44,206 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

Given the nature of the passive ask and the inability to test the entire audience, we were unable to produce conclusive results. Further testing with more direct asks will be necessary to gain a better understanding how the donors view each of the elements of the value proposition.


Experiment Documented by NextAfter

Question about experiment #891

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