Beyond the A/B Test: Building Better Fundraising Tests with Behavioral Science

Beyond the A/B Test: Building Better Fundraising Tests with Behavioral Science

Session Type(s): Panel

Starts: Thursday, Jul. 17 4:45 PM (Eastern)

Ends: Thursday, Jul. 17 6:00 PM (Eastern)

Room: 140 E

While A/B optimization of emails and landing pages has been widely adopted by progressive organizations and candidates, often these tests compare very different creative rather than use behavioral science insights to drive research questions. This panel will feature three progressive organizations leading the way here. ActBlue will discuss a series of tests that show how organizations can use behavioral economics insights to shape the choice sets of suggested donation amounts to maximize landing page performance. ProgressNow will present the results of a multi-million-person email test that illustrate the impact of anchors and social norms in shaping donor behavior. And the DNC’s digital team will describe how “foot in the door” non-fundraising asks in email can increase donations.


Kevin Collins

Kevin Collins is the Director of Research at the Analyst Institute. Over his last four years working at the Analyst Institute, Kevin and the Analyst Institute team have used randomized controlled experiments to help progressive and civic engagement organizations expand the progressive electorate, persuade voters to support Democratic and progressive candidates, and activate the progressive base on a wide variety of causes.

Other sessions: Analyzing Ourselves: New Research on the Experience of Working in Politics