You mentioned survey research by Rethink Priorities a couple times in the post. However, the survey found that âthe Donation message [a pure pitch to donate] was rated as more compelling than the Diet distancing message [a pitch to donate that specifically called out that one doesnât need to go vegan to help animals].â The difference in effect sizes was small, but Iâm skeptical that the survey really supports the theory of change you were going for here.
I think this misses the forest for the trees. Yes, the pure donation message tested slightly better in conversion rateâbut thatâs only half the equation.
Donations = Reach Ă Conversion Rate
The controversial framing got massive media coverage that a standard âplease donateâ pitch never would. Even if conversion is marginally lower, if reach is 10-100x higher, the math still favors the provocative approach.
The key question is whether the increased donations are worth the non-monetary costs.
Read the Rethink research in its entirety and youâll see the section with our reflections on the findings. It explains how the research influenced our strategy, and why campaigns like this can still make sense in light of it. We care a lot about what will actually work to drive donations â thatâs why we requested this piece of research be done in the first place
You mentioned survey research by Rethink Priorities a couple times in the post. However, the survey found that âthe Donation message [a pure pitch to donate] was rated as more compelling than the Diet distancing message [a pitch to donate that specifically called out that one doesnât need to go vegan to help animals].â The difference in effect sizes was small, but Iâm skeptical that the survey really supports the theory of change you were going for here.
I think this misses the forest for the trees. Yes, the pure donation message tested slightly better in conversion rateâbut thatâs only half the equation.
Donations = Reach Ă Conversion Rate
The controversial framing got massive media coverage that a standard âplease donateâ pitch never would. Even if conversion is marginally lower, if reach is 10-100x higher, the math still favors the provocative approach.
The key question is whether the increased donations are worth the non-monetary costs.
Read the Rethink research in its entirety and youâll see the section with our reflections on the findings. It explains how the research influenced our strategy, and why campaigns like this can still make sense in light of it. We care a lot about what will actually work to drive donations â thatâs why we requested this piece of research be done in the first place
Oh thanks! I didnât see that!