How using donor-centric language in a calendar year end appeal impacted clicks
Experiment ID: #86476
Dallas Theological Seminary
Experiment Summary
Timeframe: 12/08/2021 - 12/08/2021
As we reviewed copy for the year end campaign, we realized the direct mail messaging for the campaign was very organization-centric and not at all focused on the donor or their impact. A single letter referenced the organization “DTS” 12 times and contained the word “We” another 10 times while only using the word “you” twice. We decided to test how this message would compare to a more personalized appeal that used donor-centric language. The treatment presented the same information and value proposition for why a donor should give, but it was heavily revised to focus on the donor rather than the accomplishments of the organization. The treatment copy reduced “DTS” references to just four mentions and used one-to-one communication including the word “I” four times and “you/your” 10 times.
Research Question
We believe that using donor-centric language for a calendar year end appeal email will achieve a higher click-through rate.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 49508
[id] => 49508
[title] => Control.png
[filename] => Control-4044.png
[filesize] => 119059
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044.png
[link] => https://www.nextafter.com/experiments/how-using-donor-centric-language-in-a-calendar-year-end-appeal-impacted-clicks/attachment/control-png-4681/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-4681
[status] => inherit
[uploaded_to] => 25910
[date] => 2023-01-31 08:13:31
[modified] => 2023-01-31 08:13:31
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 403
[height] => 1019
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-119x300.png
[medium-width] => 119
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044.png
[medium_large-width] => 403
[medium_large-height] => 1019
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044.png
[large-width] => 403
[large-height] => 1019
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044.png
[1536x1536-width] => 403
[1536x1536-height] => 1019
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044.png
[2048x2048-width] => 403
[2048x2048-height] => 1019
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-403x400.png
[ab-block-post-grid-landscape-width] => 403
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-403x600.png
[ab-block-post-grid-square-width] => 403
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044.png
[tp-image-grid-width] => 277
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-20x50.png
[admin-width] => 20
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044.png
[full-width] => 403
[full-height] => 1019
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-372x941.png
[thumb_372-width] => 372
[thumb_372-height] => 941
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-247x625.png
[single_post_thumbnail-width] => 247
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-13x32.png
[thumb_32_32-width] => 13
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-19x48.png
[thumb_48_48-width] => 19
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-25x64.png
[thumb_64_64-width] => 25
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-51x128.png
[thumb_128_128-width] => 51
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-26x67.png
[thumb_122_67-width] => 26
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-61x153.png
[thumb_153_153-width] => 61
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-64x163.png
[thumb_130_163-width] => 64
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-70x177.png
[thumb_232_177-width] => 70
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-257x650.png
[thumb_272_325-width] => 257
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-137x346.png
[thumb_271_346-width] => 137
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-107x271.png
[thumb_271_271-width] => 107
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-68x172.png
[thumb_272_172-width] => 68
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-182x461.png
[thumb_372_461-width] => 182
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-198x500.png
[thumb_372_500-width] => 198
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-107x270.png
[thumb_385_270-width] => 107
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-95x241.png
[thumb_416_241-width] => 95
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-162x410.png
[thumb_448_410-width] => 162
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-324x820.png
[thumb_448_410_retina-width] => 324
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-151x382.png
[thumb_574_382-width] => 151
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-156x395.png
[thumb_776_395-width] => 156
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 49509
[id] => 49509
[title] => Treatment_#1.png
[filename] => Treatment_1-1167.png
[filesize] => 96427
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167.png
[link] => https://www.nextafter.com/experiments/how-using-donor-centric-language-in-a-calendar-year-end-appeal-impacted-clicks/attachment/treatment_1-png-1383/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-1383
[status] => inherit
[uploaded_to] => 25910
[date] => 2023-01-31 08:13:53
[modified] => 2023-01-31 08:13:53
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 396
[height] => 861
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-138x300.png
[medium-width] => 138
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167.png
[medium_large-width] => 396
[medium_large-height] => 861
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167.png
[large-width] => 396
[large-height] => 861
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167.png
[1536x1536-width] => 396
[1536x1536-height] => 861
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167.png
[2048x2048-width] => 396
[2048x2048-height] => 861
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-396x400.png
[ab-block-post-grid-landscape-width] => 396
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-396x600.png
[ab-block-post-grid-square-width] => 396
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167.png
[tp-image-grid-width] => 322
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167.png
[full-width] => 396
[full-height] => 861
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-372x809.png
[thumb_372-width] => 372
[thumb_372-height] => 809
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-287x625.png
[single_post_thumbnail-width] => 287
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-22x48.png
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-29x64.png
[thumb_64_64-width] => 29
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-59x128.png
[thumb_128_128-width] => 59
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-31x67.png
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-70x153.png
[thumb_153_153-width] => 70
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-75x163.png
[thumb_130_163-width] => 75
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-81x177.png
[thumb_232_177-width] => 81
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-299x650.png
[thumb_272_325-width] => 299
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-159x346.png
[thumb_271_346-width] => 159
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-125x271.png
[thumb_271_271-width] => 125
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-79x172.png
[thumb_272_172-width] => 79
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-212x461.png
[thumb_372_461-width] => 212
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-230x500.png
[thumb_372_500-width] => 230
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-124x270.png
[thumb_385_270-width] => 124
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-111x241.png
[thumb_416_241-width] => 111
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-189x410.png
[thumb_448_410-width] => 189
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-377x820.png
[thumb_448_410_retina-width] => 377
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-176x382.png
[thumb_574_382-width] => 176
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-182x395.png
[thumb_776_395-width] => 182
[thumb_776_395-height] => 395
) ) )
T1: Treatment #1
Array
(
[0] => Array
(
[ID] => 49508
[id] => 49508
[title] => Control.png
[filename] => Control-4044.png
[filesize] => 119059
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044.png
[link] => https://www.nextafter.com/experiments/how-using-donor-centric-language-in-a-calendar-year-end-appeal-impacted-clicks/attachment/control-png-4681/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-4681
[status] => inherit
[uploaded_to] => 25910
[date] => 2023-01-31 08:13:31
[modified] => 2023-01-31 08:13:31
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 403
[height] => 1019
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-119x300.png
[medium-width] => 119
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044.png
[medium_large-width] => 403
[medium_large-height] => 1019
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044.png
[large-width] => 403
[large-height] => 1019
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044.png
[1536x1536-width] => 403
[1536x1536-height] => 1019
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044.png
[2048x2048-width] => 403
[2048x2048-height] => 1019
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-403x400.png
[ab-block-post-grid-landscape-width] => 403
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-403x600.png
[ab-block-post-grid-square-width] => 403
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044.png
[tp-image-grid-width] => 277
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-20x50.png
[admin-width] => 20
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044.png
[full-width] => 403
[full-height] => 1019
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-372x941.png
[thumb_372-width] => 372
[thumb_372-height] => 941
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-247x625.png
[single_post_thumbnail-width] => 247
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-13x32.png
[thumb_32_32-width] => 13
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-19x48.png
[thumb_48_48-width] => 19
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-25x64.png
[thumb_64_64-width] => 25
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-51x128.png
[thumb_128_128-width] => 51
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-26x67.png
[thumb_122_67-width] => 26
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-61x153.png
[thumb_153_153-width] => 61
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-64x163.png
[thumb_130_163-width] => 64
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-70x177.png
[thumb_232_177-width] => 70
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-257x650.png
[thumb_272_325-width] => 257
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-137x346.png
[thumb_271_346-width] => 137
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-107x271.png
[thumb_271_271-width] => 107
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-68x172.png
[thumb_272_172-width] => 68
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-182x461.png
[thumb_372_461-width] => 182
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-198x500.png
[thumb_372_500-width] => 198
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-107x270.png
[thumb_385_270-width] => 107
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-95x241.png
[thumb_416_241-width] => 95
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-162x410.png
[thumb_448_410-width] => 162
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-324x820.png
[thumb_448_410_retina-width] => 324
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-151x382.png
[thumb_574_382-width] => 151
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-4044-156x395.png
[thumb_776_395-width] => 156
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 49509
[id] => 49509
[title] => Treatment_#1.png
[filename] => Treatment_1-1167.png
[filesize] => 96427
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167.png
[link] => https://www.nextafter.com/experiments/how-using-donor-centric-language-in-a-calendar-year-end-appeal-impacted-clicks/attachment/treatment_1-png-1383/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment_1-png-1383
[status] => inherit
[uploaded_to] => 25910
[date] => 2023-01-31 08:13:53
[modified] => 2023-01-31 08:13:53
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 396
[height] => 861
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-138x300.png
[medium-width] => 138
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167.png
[medium_large-width] => 396
[medium_large-height] => 861
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167.png
[large-width] => 396
[large-height] => 861
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167.png
[1536x1536-width] => 396
[1536x1536-height] => 861
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167.png
[2048x2048-width] => 396
[2048x2048-height] => 861
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-396x400.png
[ab-block-post-grid-landscape-width] => 396
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-396x600.png
[ab-block-post-grid-square-width] => 396
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167.png
[tp-image-grid-width] => 322
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-23x50.png
[admin-width] => 23
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167.png
[full-width] => 396
[full-height] => 861
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-372x809.png
[thumb_372-width] => 372
[thumb_372-height] => 809
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-287x625.png
[single_post_thumbnail-width] => 287
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-15x32.png
[thumb_32_32-width] => 15
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-22x48.png
[thumb_48_48-width] => 22
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-29x64.png
[thumb_64_64-width] => 29
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-59x128.png
[thumb_128_128-width] => 59
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-31x67.png
[thumb_122_67-width] => 31
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-70x153.png
[thumb_153_153-width] => 70
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-75x163.png
[thumb_130_163-width] => 75
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-81x177.png
[thumb_232_177-width] => 81
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-299x650.png
[thumb_272_325-width] => 299
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-159x346.png
[thumb_271_346-width] => 159
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-125x271.png
[thumb_271_271-width] => 125
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-79x172.png
[thumb_272_172-width] => 79
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-212x461.png
[thumb_372_461-width] => 212
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-230x500.png
[thumb_372_500-width] => 230
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-124x270.png
[thumb_385_270-width] => 124
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-111x241.png
[thumb_416_241-width] => 111
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-189x410.png
[thumb_448_410-width] => 189
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-377x820.png
[thumb_448_410_retina-width] => 377
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-176x382.png
[thumb_574_382-width] => 176
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-1167-182x395.png
[thumb_776_395-width] => 182
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Click Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.06% | ||
| T1: | Treatment #1 | 0.11% | 85.9% | 99.2% |
This experiment has a required sample size of 24,973 in order to be valid. Since the experiment had a total sample size of 90,563, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
85.9% increase in traffic
× 0% increase in conversion rate
× 0% increase in average gift
Key Learnings
We actually had the opportunity to test this concept twice. The first experiment only reached 45% level of confidence that there was any lift in traffic, but on the second send to recipients who had not opened the first email, we saw an 85% increase in traffic to the donation page with 99% confidence. The donor-centric language motivated more visitors to take the next step toward making a gift. We will want to test this approach again during the next high urgency campaign. Once they arrived on the donation page, we measured instant conversion rate there as well and did not achieve a valid level of confidence that there was any lift in donations from the segment who arrived on the page from the treatment version of the email. The learnings from this test could be applied and tested in the next direct mail appeal as well to see how donor-centric language performs in another channel.