Value Proposition Testing

$50 Micro-testing leads to a $500,000 campaign increase by identifying the most resonant messaging.

Challenge & Goal

The Colson Center sought to optimize its value proposition and messaging through rapid, low-cost micro-testing to determine which messaging resonated most with potential donors for its upcoming campaign.

Solution

Share executed a rapid micro-test on Meta, spending just $50 to evaluate 16 headline variations over 48 hours. This experimentation identified the most resonant value proposition before the main launch, significantly lowering donor acquisition costs and driving an additional $500,000 in revenue compared to previous campaigns.

Looking Forward

Colson Center was so pleased with these results that they are using headline micro-testing on all of their campaigns, resulting in better results at a lower overall campaign cost.

“Test, then scale up”

“Share recommended we do headline testing. We've implemented that for every campaign since. That's been super helpful, because whatever succeeds for that is what we use as our top three one-liners for any given campaign (like a banner on our homepage, language on our pop-up, or landing page headers, etc). And we've seen conversion rates improve since starting that. Just getting the language right is huge.”

Jasmine Morse

Advancement Department

Key Results

$500k

Additional Campaign Revenue

$500k increase in overall year-end giving compared to the previous year.

Tested 16 ad variations in 48 hours with just $50 in spend.

Validated messaging against specific donor segments on Meta lowered acquisition costs.

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