How an open gift field for a recurring donation impacts conversion.
Experiment ID: #9145
National Breast Cancer Foundation
Experiment Summary
Timeframe: 06/01/2018 - 06/29/2018
National Breast Cancer Foundation launched a recurring gift campaign asking donors and nondonors to become an ongoing supporter or their organization. Specifically, the recurring gift ask was about providing a mammogram to a woman in need. It costs $13 a month to provide one woman her mammogram for the year. Traditionally, NBCF used suggested giving arrays on their donation form. They hypothesized that an open giving field might inspire more generosity and allow the donor to decide exactly how much they wanted to give. In the body copy before the giving array and open gift field they had strong value proposition for the recurring ask and specifically mentioned the $13/month figure. One additional element tested with the open gift field was they reminded donors what their gift would do after they plugged in their gift amount. The copy would dynamically change depending on the amount of the gift. For example, if a donor typed in $13 for their gift amount it would say, “Your $13 monthly donation provides 1 woman with her mammogram this year.” Or if a donor typed in $40, it would say, “Your $40 monthly donation provides 3 women with their mammograms this year.” They ran this experiment for the duration of the recurring gift campaign that last three weeks.
Research Question
Would an open giving field increase donor motivation and conversion?
Design
C: Suggested Giving Array
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Suggested Giving Array | 5.6% | ||
| T1: | Open Gift Array | 8.9% | 60.5% | 75.4% |
This experiment has a required sample size of 455 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
While we weren’t able to validate the experiment, we did see a directional lift of 60.5%. This approach didn’t have a significant impact on gift amount, but it did increase donor conversion. What we learned is that by allowing the donor to decide how much they wanted to give and then reinforcing the value proposition of their gift, we were able to motivate more people to become a recurring donor.
To have a more clear understanding of the specific variable that increased conversion, you could isolate each variable to see if the open giving field or the reinforced value proposition was the motivating factor for donor conversion.