Unleashing the Power of A/B Testing: OCRF's Tax Appeal Success Story

In the realm of nonprofit fundraising, innovation and creativity are essential for achieving impactful results.

5 Minute Read


The Ovarian Cancer Research Foundation (OCRF) recently showcased both innovation and creativity resulting in a record-breaking tax appeal campaign. By harnessing the power of A/B testing, OCRF not only amplified its online donation revenue but also discovered the persuasive potential of different approaches. 

Unleashing the Potential of A/B Testing

OCRF's tax appeal campaign was marked by a remarkable leap in their online donation revenue, with an impressive 30% year-on-year growth. One of the primary driving factors behind this success was the implementation of A/B testing on their donation pages. A/B testing, also known as split testing, involves creating multiple versions of a webpage or element and comparing their performance to determine the most effective approach.

Exploring the Emotional and Rational Asks

For their A/B test, PIXO and OCRF worked together to design two variants of their donation pages. The first variant, an emotive ask, aimed to emphasise the personal stories and struggles of those affected by ovarian cancer. The second variant, a rational ask, presented data-driven arguments, highlighting the urgency of research and the potential impact of each donation.

The Surprising Power of a Rational Ask

While both versions of the donation pages generated a substantial response, it was the rational ask that emerged as the clear winner. OCRF's analysis revealed a compelling 41% conversion rate for the rational variant, as compared to the still strong 26% conversion rate for the rational ask. These results underscore the significant influence of rational argument in motivating donors to take action where a degree of awareness already exists for the cause.

Matching Generosity for Maximum Impact

In addition to the A/B test, OCRF deployed an innovative strategy to further drive engagement and support. They hosted a matched giving window for one week, where all donations made during that period were doubled. This created a sense of urgency and excitement among potential donors, incentivizing them to contribute during the specified timeframe. The matched giving initiative proved highly successful, helping OCRF raise an impressive $366,000 in total.

Final Thoughts

OCRF's tax appeal campaign exemplifies the power of A/B testing in the nonprofit sector. By scrutinising the impact of different approaches, they not only experienced substantial growth in online donations but also gained valuable insights into the preferences and motivations of their donor base. This successful endeavour underscores the importance of embracing innovation and adopting data-driven strategies to achieve meaningful results.

As nonprofit organisations navigate the challenges of fundraising, A/B testing presents a potent tool for refining strategies, optimising engagement, and ultimately making a lasting impact on the causes they champion. With its ability to uncover the most persuasive appeals, A/B testing paves the way for nonprofits to forge stronger connections, build trust, and drive positive change in the world.

By embracing the lessons learned from OCRF's tax appeal campaign, nonprofits can tap into the potential of A/B testing and revolutionise their own fundraising efforts. Together, we can reshape the landscape of philanthropy, one successful campaign at a time.

Tech That Made This Possible

PIXO Platform - OCRF is a pilot adopter of PIXO Platform V3 (aka “Nova”). Nova enables multiple, uniquely styled donation pages to be set up in parallel for multi-activation campaign.

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Written by
Nigel Hokin

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