How the power of match language affects conversion
Experiment ID: #11714
Hillsdale College
Experiment Summary
Timeframe: 06/03/2013 - 06/06/2013
Americans For Prosperity ran a one-day fundraising campaign that had a matching gift it — a generous donor had offered to double every gift. These are common in fundraising, and are usually a boost to any campaign — but we wondered how much the match actually incentivized the gift. Would more people give if they knew their gift was being matched, or would more people give to support the outcome they wanted?
We devised a test to see which treatment would convert more visitors to donors: match language or impact language?
Research Question
We hypothesized that because of the urgent message and the clear impact of the campaign, more donors would respond to a call-to-action that showed the impact of their money.
Design
C: "Double My Impact" Call to Action Copy
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | "Double My Impact" Call to Action Copy | 2.1% | ||
| T1: | Action Oriented Call to Action Copy | 1.5% | -26.6% | 90.3% |
This experiment has a required sample size of 4,602 in order to be valid. Since the experiment had a total sample size of 6,613, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
The new call-to-action decreased donor conversion 26.6%, showing that “doubling the gift” is a powerful motivational incentive. This led to a focused effort to secure more matching gifts for online campaigns and continuously promoting the match throughout the fundraising initiative.