How the kind of offer impacts the kind of donor acquired
Experiment ID: #18170
Focus on the Family
Experiment Summary
Timeframe: 07/19/2019 - 08/01/2019
Through a series of tests, Focus on the Family discovered that segmented GOAA offers – based off of what people are consuming on the Focus website – results in the best conversion from article pages. That said, we were curious if the GOAA offer was the best opportunity to present on the article pages. To test this, we proposed testing the free video series content offer that also had a donation ask at the end of the name acquisition funnel against the GOAA offers.
Research Question
Which offer would be the best acquisition opportunity on article pages?
Design
C: Segmented GOAA Offers
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Segmented GOAA Offers | 0.03% | ||
| T1: | Video Series | 0.03% | -9.4% | 17.9% |
This experiment has a required sample size of 2,903,521 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
The experiment only ran for ten days and we saw no difference in donor conversion between the two offers. As we dug into the data a bit more, we learned a couple of valuable insights…
- Our primary metric is donations and revenue, but what is not communicated in these results is that the video series also allowed us to acquire 472 emails addresses in addition to the donations and revenue. These emails also provide an opportunity for downstream donor conversion which isn’t measured from this experiment.
- While donor conversion was not impacted by the kind of offer, revenue was. The average gift on the video series offer was significantly higher than the GOAA offer. In fact, revenue increased by over 600% with the video series offer. What this tells us is that we are able to acquire donors that have a higher value to the organization through the video series, and we are able to acquire “purchasers” through the GOAA offers. People viewed the GOAA offers as transactional, whereas the video series as an investment in the ministry and lives of other families like theirs.
The video series is the best method to acquire donors for the organization on the article pages. They provide the opportunity to not only acquire high value donors for the organization, but capture emails as well that could convert to donor downstream.