Back to the Bible
How strengthening the value proposition impacts donor conversion
Experiment ID: #14324
Back to the Bible
Experiment Summary
Ended On: 04/16/2019
Back to the Bible sent out an email to introduce the new Bible teacher for their radio broadcast. The email linked to a donation page that continued with the biographical information of the new Bible teacher and had a donation form at the bottom of the page. We hypothesized that if we were linking people to a donation page a stronger connection between the Bible teacher and the donation ask needed to be made in an effort to motivate people to make a gift.
Research Question
Would strengthening the value proposition on the donation page impact donor conversion?
Design
C: Control
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[thumb_448_410-width] => 214
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) ) )
Results
This experiment has a required sample size of
128 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
Engagement with the email appeal was fairly healthy, but when it came to giving from this, the audience was pretty lethargic. With only a couple of donations coming in from this email appeal, the donation page treatment had no impact on conversion because overall motivation was so low. What we learned from this experiment is that it is a far stretch to go from introducing an audience to someone they never knew in a few short paragraphs to then asking them for a donation. This kind of email would have better been suited as a cultivation piece rather than an appeal.