How the value communicated in a link can affect donations
Experiment ID: #1961
Media Research Center
Experiment Summary
Timeframe: 08/25/2015 - 08/31/2015
Media Research Center was running a petition campaign to force the major news networks to spend more time covering the Planned Parenthood undercover videos. We had learned in previous tests that the signers of the petition were highly motivated individuals that did not need a lot of value proposition copy to be convinced to make a gift. As a result, we utilized a “quick donate” strategy in subsequent emails that let the donors select their donation amount in the email and skip directly to the donation page.
While this strategy was proving successful, we wanted to find a way to boost the average gift of the donors since the average gift was below what is normally seen. We had a hypothesis that adding value to the individuals links would inspire larger gifts. As a result, we created a new treatment that applied value proposition copy to the links as a method of communicating greater value to the donor.
Research Question
Does communicating the value of the gift in the link increase the subsequent donor conversion?
Design
C: Quick Donate
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T1: Quick Donate with Value Prop
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Quick Donate | 0.10% | $15.00 | ||
| T1: | Quick Donate with Value Prop | 0.19% | 99.1% | 80.1% | $43.00 |
This experiment has a required sample size of 12,095 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
While this test did not reach the 95% level of confidence necessary to be considered statistically significant, it was quickly approaching a valid result. While additional testing will be necessary to be certain, the increase in donations and revenue would indicate that the value proposition language boosted the overall campaign results.