How year-end specific language on a primary donation page impacts donor conversion

Back to the Bible

Experiment Summary

Timeframe: 12/13/2018 - 01/06/2019

During Back to the Bible’s year-end campaign, we hypothesized that we might be able to increase donor conversion on the primary donation page if we used year-end specific language that communicated the overall value proposition of the organization instead of focusing on just one aspect of the organization. 

Research Question

Would year-end specific copy on the primary donation page increase donor conversion during year-end?

Results

This experiment has a required sample size of 5,227 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

We weren’t able to validate the experiment during the campaign. We hypothesize that this is because the motivation of donors during year-end is higher than other times of the year. We see that people are more motivated during the month of December than any other time of year to give and it is more difficult to positively or negatively impact that motivation.