Case Study: Building a Donor Base Through E-mail, Part 1

"We got many more people to the website [with the short-form e-mail], literally thousands more people, but we were converting less than the long-form," Kachuriak says. "So we said, 'OK, we haven't met our required sample size to validate that results for the donations, so let's keep testing.'"

That's exactly what KMA did, running a similar experiment on the next e-mail blast. Again, the short-form e-mail had a significantly higher clickthrough rate, 117 percent greater than the long-form e-mail, but again, the donations were 30.7 percent less than the long-form e-mail.