How we evaluated the potential for email versus donor acquisition
Experiment ID: #6406
Illinois Policy Institute
Experiment Summary
Timeframe: 03/17/2017 - 03/31/2017
In a previous experiment for Illinois Policy Institute, we had discovered the optimal tactic for email acquisition on their news website. By using a slide out newsletter offer, we were able to increase email acquisition by 470%.
However, email acquisition was one of several key performance indicators that the organization was looking to improve. Illinois Policy was also focused on finding ways to acquire donors from this same audience. With these two differing priorities, we decided to a launch a treatment that would focus on donor acquisition. The goal was to see how many email addresses would be given up by focusing on the donor acquisition element.
With this in mind, we launched an inline donation ask in the middle of various news articles. We called this the “Dear Reader” treatment and it talked about the nonprofit status of the organization and the other policy work that is being done in the state.
Research Question
Which offer (email vs. donor acquisition) will be more successful for the organization?
Design
C: Email Slide Out
Array
(
[0] => Array
(
[ID] => 13534
[id] => 13534
[title] => Screenshot-2017-03-31-10.00.06.png
[filename] => Screenshot-2017-03-31-10.00.06.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06.png
[link] => https://www.nextafter.com/experiments/how-we-evaluated-the-potential-for-email-versus-donor-acquisition/attachment/screenshot-2017-03-31-10-00-06-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => screenshot-2017-03-31-10-00-06-png
[status] => inherit
[uploaded_to] => 13533
[date] => 2021-02-25 06:24:59
[modified] => 2021-02-25 06:24:59
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2528
[height] => 1396
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-300x166.png
[medium-width] => 300
[medium-height] => 166
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-768x424.png
[medium_large-width] => 640
[medium_large-height] => 353
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-1024x565.png
[large-width] => 640
[large-height] => 353
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-1536x848.png
[1536x1536-width] => 1536
[1536x1536-height] => 848
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-2048x1131.png
[2048x2048-width] => 2048
[2048x2048-height] => 1131
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 387
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-50x28.png
[admin-width] => 50
[admin-height] => 28
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06.png
[full-width] => 2528
[full-height] => 1396
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-372x205.png
[thumb_372-width] => 372
[thumb_372-height] => 205
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-980x541.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 541
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-32x18.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 18
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-48x27.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 27
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-64x35.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 35
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-128x71.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 71
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-122x67.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-153x84.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 84
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-130x72.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 72
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-232x128.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 128
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-544x300.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 300
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-271x150.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 150
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-271x150.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 150
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-272x150.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 150
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-372x205.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 205
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-372x205.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 205
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-385x213.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 213
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-416x230.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 230
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-448x247.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 247
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-896x495.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 495
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-574x317.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 317
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-715x395.png
[thumb_776_395-width] => 715
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 13535
[id] => 13535
[title] => Screenshot-2017-03-31-10.02.01.png
[filename] => Screenshot-2017-03-31-10.02.01.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01.png
[link] => https://www.nextafter.com/experiments/how-we-evaluated-the-potential-for-email-versus-donor-acquisition/attachment/screenshot-2017-03-31-10-02-01-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => screenshot-2017-03-31-10-02-01-png
[status] => inherit
[uploaded_to] => 13533
[date] => 2021-02-25 06:25:12
[modified] => 2021-02-25 06:25:12
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1612
[height] => 1402
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-300x261.png
[medium-width] => 300
[medium-height] => 261
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-768x668.png
[medium_large-width] => 640
[medium_large-height] => 557
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-1024x891.png
[large-width] => 640
[large-height] => 557
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-1536x1336.png
[1536x1536-width] => 1536
[1536x1536-height] => 1336
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01.png
[2048x2048-width] => 1612
[2048x2048-height] => 1402
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 609
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-50x43.png
[admin-width] => 50
[admin-height] => 43
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01.png
[full-width] => 1612
[full-height] => 1402
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-372x324.png
[thumb_372-width] => 372
[thumb_372-height] => 324
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-719x625.png
[single_post_thumbnail-width] => 719
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-32x28.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 28
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-48x42.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 42
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-64x56.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 56
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-128x111.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 111
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-77x67.png
[thumb_122_67-width] => 77
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-153x133.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 133
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-130x113.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 113
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-204x177.png
[thumb_232_177-width] => 204
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-544x473.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 473
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-271x236.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 236
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-271x236.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 236
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-198x172.png
[thumb_272_172-width] => 198
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-372x324.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 324
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-372x324.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 324
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-310x270.png
[thumb_385_270-width] => 310
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-277x241.png
[thumb_416_241-width] => 277
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-448x390.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 390
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-896x779.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 779
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-439x382.png
[thumb_574_382-width] => 439
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-454x395.png
[thumb_776_395-width] => 454
[thumb_776_395-height] => 395
) ) )
T1: Dear Reader
Array
(
[0] => Array
(
[ID] => 13534
[id] => 13534
[title] => Screenshot-2017-03-31-10.00.06.png
[filename] => Screenshot-2017-03-31-10.00.06.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06.png
[link] => https://www.nextafter.com/experiments/how-we-evaluated-the-potential-for-email-versus-donor-acquisition/attachment/screenshot-2017-03-31-10-00-06-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => screenshot-2017-03-31-10-00-06-png
[status] => inherit
[uploaded_to] => 13533
[date] => 2021-02-25 06:24:59
[modified] => 2021-02-25 06:24:59
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 2528
[height] => 1396
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-300x166.png
[medium-width] => 300
[medium-height] => 166
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-768x424.png
[medium_large-width] => 640
[medium_large-height] => 353
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-1024x565.png
[large-width] => 640
[large-height] => 353
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-1536x848.png
[1536x1536-width] => 1536
[1536x1536-height] => 848
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-2048x1131.png
[2048x2048-width] => 2048
[2048x2048-height] => 1131
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 387
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-50x28.png
[admin-width] => 50
[admin-height] => 28
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06.png
[full-width] => 2528
[full-height] => 1396
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-372x205.png
[thumb_372-width] => 372
[thumb_372-height] => 205
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-980x541.png
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 541
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-32x18.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 18
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-48x27.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 27
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-64x35.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 35
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-128x71.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 71
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-122x67.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-153x84.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 84
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-130x72.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 72
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-232x128.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 128
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-544x300.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 300
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-271x150.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 150
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-271x150.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 150
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-272x150.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 150
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-372x205.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 205
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-372x205.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 205
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-385x213.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 213
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-416x230.png
[thumb_416_241-width] => 416
[thumb_416_241-height] => 230
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-448x247.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 247
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-896x495.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 495
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-574x317.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 317
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.00.06-715x395.png
[thumb_776_395-width] => 715
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 13535
[id] => 13535
[title] => Screenshot-2017-03-31-10.02.01.png
[filename] => Screenshot-2017-03-31-10.02.01.png
[filesize] => 0
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01.png
[link] => https://www.nextafter.com/experiments/how-we-evaluated-the-potential-for-email-versus-donor-acquisition/attachment/screenshot-2017-03-31-10-02-01-png/
[alt] =>
[author] => 1
[description] =>
[caption] =>
[name] => screenshot-2017-03-31-10-02-01-png
[status] => inherit
[uploaded_to] => 13533
[date] => 2021-02-25 06:25:12
[modified] => 2021-02-25 06:25:12
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1612
[height] => 1402
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-300x261.png
[medium-width] => 300
[medium-height] => 261
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-768x668.png
[medium_large-width] => 640
[medium_large-height] => 557
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-1024x891.png
[large-width] => 640
[large-height] => 557
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-1536x1336.png
[1536x1536-width] => 1536
[1536x1536-height] => 1336
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01.png
[2048x2048-width] => 1612
[2048x2048-height] => 1402
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 609
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-50x43.png
[admin-width] => 50
[admin-height] => 43
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01.png
[full-width] => 1612
[full-height] => 1402
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-372x324.png
[thumb_372-width] => 372
[thumb_372-height] => 324
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-719x625.png
[single_post_thumbnail-width] => 719
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-32x28.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 28
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-48x42.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 42
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-64x56.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 56
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-128x111.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 111
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-77x67.png
[thumb_122_67-width] => 77
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-153x133.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 133
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-130x113.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 113
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-204x177.png
[thumb_232_177-width] => 204
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-544x473.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 473
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-271x236.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 236
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-271x236.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 236
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-198x172.png
[thumb_272_172-width] => 198
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-372x324.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 324
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-372x324.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 324
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-310x270.png
[thumb_385_270-width] => 310
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-277x241.png
[thumb_416_241-width] => 277
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-448x390.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 390
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-896x779.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 779
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-439x382.png
[thumb_574_382-width] => 439
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Screenshot-2017-03-31-10.02.01-454x395.png
[thumb_776_395-width] => 454
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Email Slide Out | 0.00% | ||
| T1: | Dear Reader | 0.03% | 695.4% | 98.0% |
This experiment has a required sample size of 21,812 in order to be valid. Since the experiment had a total sample size of 61,378, 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
× 695.4% increase in conversion rate
× 0% increase in average gift
Key Learnings
We discovered that the “Dear Reader” inline donation ask was able to boost the website’s donor conversion rate by 695%. There was always the ability to give a gift on the site but without the specific call out, visitors were not likely to take that action.
However, in prioritizing the donor acquisition over email acquisition, we discovered that IPI was giving up roughly 18 new email addresses for every donor that was acquired. When we compared this to the percentage of these new emails that eventually convert to a donor, we were then able to determine which offer would provide the most long-term value for the organization.