A new experiment looks for definitive data on whether a plain text or a designed email will result in more donations.
KUOW Public Radio is Seattle’s NPW news station. Their independent, nonprofit newsroom produces award-winning stories, podcasts and events. For a time sensitive fundraising campaign, KUOW decided to test their usual email design against a more simple, stripped down, less designed version to see if it would lead to more donations.
You’ll want to read the full report, but, in short, the plain text email resulted in a 28.8% increase in response rate and the click to conversion rate was 79.4% higher.
I’d be interested to hear from anyone who has used this approach for donations to see how your campaign faired. Feel free to share in the comments.