Validation:
Indicator: 4.0% average CTR across both apps per unique user
Indicator: 20% increase in banner impressions
Indicator: 20% increase in donor acquisition
Guardrail: Abandonment rate is no more than 25%
Guardrail: No further decline in average donation YoY
Guardrail: Reports of a negative experience related to donations do not exceed 25% of user feedback during campaign period

Schema will track Donor Experience feature engagement and banner/promo impression, CTR and donor engagement data for both Android and iOS. Recurring donor, donor retention and donation financial data will be tracked by Fundraising and they will give us access to their outcome data through Superset at end of campaign. Note: Previously the Fundraising team used our internal Feed impression data to calculate impressions/CTR - we will replicate that data in this schema so they are able to maintain access to that data.