Offer split test
Bibles for Chinese Christians
For a campaign to provide Bible for Chinese Christians, the creative team carefully crafted the messaging and design to convey the urgent need for Scripture—and highlight the impact of providing God’s Word to those in need. The team used visually striking imagery to reinforce the message and convey the emotional connection to the cause. The result was an email series that effectively communicated the need and motivated ABS constituents to donate. Overall, the project demonstrated our ability to develop and execute a comprehensive digital email campaign that met the client’s objectives and engaged their audience.
Starting the Email Journey
Testing an offer of providing a Bible for $5 vs. the control of covering the Bible’s $2 paper cost, this eAppeal included a sidebar story of a woman in a rural village. The narrative engaged donors and helped them see how their gift can help others receive the Good News of Jesus.
Storytelling to Enhance the Offer
The second emails repeated the same test and control versions and included a story about a woman who received the Bible. Later, her son survived a near-death experience and started reading God’s Word each day. Donors saw how they could help empower people with the gift of Scripture.
Building Urgency
The final emails increased the urgency and time sensitivity of China’s growing Christian population and the shortage of Bibles. The test and control offers were reinforced to motivate donors to give the blessing of God’s Word to waiting Chinese people.
