Impact of offering a pledge instead of a direct-ask in an email appeal
Experiment ID: #11176
Care Net
Experiment Summary
Ended On: 03/28/2019
Based on other experiments, we wanted to see if offering a pledge against infanticide that led to a donation page would bring in more donations than our traditional bi-monthly appeal email.
Research Question
Which would raise more donations, a traditional email donor appeal or an offer of a pledge against infanticide that led to a donation page?
Design
C: Control (Direct Appeal)
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T1: Variation - Sign the Infanticide Pledge
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control (Direct Appeal) | 0.04% | ||
| T1: | Variation - Sign the Infanticide Pledge | 0.23% | 494.0% | 99.7% |
This experiment has a required sample size of 2,526 in order to be valid. Since the experiment had a total sample size of 13,557, 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:
0% increase in traffic
× 494.0% increase in conversion rate
× 0% increase in average gift
Key Learnings
Offering people a pledge against infanticide brought in many more donations and 120% more revenue than our control. The control raised $309 and the variation raised $677. While the control had a higher average gift, the variation’s significant increase in the number of donors more than doubled the revenue.
The more we can offer our contacts content that leads to donation pages, the better for our online acquisition.