How the membership offer impacted donor conversion
Experiment ID: #2792
The Heritage Foundation
Experiment Summary
Timeframe: 09/25/2017 - 11/22/2017
In a recent meta-analysis, we discovered that when it comes to new donor acquisition, the membership offer generally outperforms a straight donation ask. We had recently seen success promoting a subscription to The Agenda but it was using a direct ask on the confirmation page. We decided to see if a membership offer would be right for this audience too.
Research Question
Will a membership offer increase donor conversion on those that just subscribed to The Agenda?
Design
C: Original
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[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-111x300.jpg
[medium-width] => 111
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8.jpg
[medium_large-width] => 516
[medium_large-height] => 1400
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-377x1024.jpg
[large-width] => 377
[large-height] => 1024
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8.jpg
[1536x1536-width] => 516
[1536x1536-height] => 1400
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8.jpg
[2048x2048-width] => 516
[2048x2048-height] => 1400
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-516x400.jpg
[ab-block-post-grid-landscape-width] => 516
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-516x600.jpg
[ab-block-post-grid-square-width] => 516
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8.jpg
[tp-image-grid-width] => 258
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-18x50.jpg
[admin-width] => 18
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8.jpg
[full-width] => 516
[full-height] => 1400
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-372x1009.jpg
[thumb_372-width] => 372
[thumb_372-height] => 1009
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-230x625.jpg
[single_post_thumbnail-width] => 230
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-12x32.jpg
[thumb_32_32-width] => 12
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-18x48.jpg
[thumb_48_48-width] => 18
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-24x64.jpg
[thumb_64_64-width] => 24
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-47x128.jpg
[thumb_128_128-width] => 47
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-25x67.jpg
[thumb_122_67-width] => 25
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-56x153.jpg
[thumb_153_153-width] => 56
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-60x163.jpg
[thumb_130_163-width] => 60
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-65x177.jpg
[thumb_232_177-width] => 65
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-240x650.jpg
[thumb_272_325-width] => 240
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-128x346.jpg
[thumb_271_346-width] => 128
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-100x271.jpg
[thumb_271_271-width] => 100
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-63x172.jpg
[thumb_272_172-width] => 63
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-170x461.jpg
[thumb_372_461-width] => 170
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-184x500.jpg
[thumb_372_500-width] => 184
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-100x270.jpg
[thumb_385_270-width] => 100
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-89x241.jpg
[thumb_416_241-width] => 89
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-151x410.jpg
[thumb_448_410-width] => 151
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-302x820.jpg
[thumb_448_410_retina-width] => 302
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-141x382.jpg
[thumb_574_382-width] => 141
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Membership-8-146x395.jpg
[thumb_776_395-width] => 146
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Original | 1.7% | ||
| T1: | Membership | 2.2% | 30.2% | 60.9% |
This experiment has a required sample size of 5,551 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
After running for nearly 2 months, we did not see any significant level of improvement with the membership offer. While there was a slight improvement in performance, the conversion rate and traffic levels were too low to statistically validate. This speaks to the low donor motivation of this audience and the need to shift efforts to boosting traffic by optimizing the earlier steps in the funnel.