How adding a monthly callout on the general donation page impacted transactions and recurring gifts
Experiment ID: #195413
Avila Foundation
Experiment Summary
Timeframe: 02/18/2025 - 03/04/2025
Avila is an organization that aims to draw Christians worldwide into deeper union with Christ through mystagogically oriented spiritual education and formation.
For this specific test, we tested whether adding a banner about their recurring program, the Avila Army, impacted recurring donors and transactions. The Avila Foundation encourages people to join their recurring program to be apart of the battalion of friends and followers actively deployed in the war for souls through the monthly support of the mission of the Avila Foundation.
We wanted to see if putting information and a testimonial about this program would encourage others to sign up as well as donate.
Research Question
We believe that adding an Avila Army callout for Avila’s audience on the general donation page will achieve an increase in recurring gifts and increase transactions because highlighting the program’s mission and impact will inspire donors to see themselves as part of a dedicated community making a tangible difference.
Design
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[2048x2048-width] => 1062
[2048x2048-height] => 1422
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-37x50.png
[admin-width] => 37
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Variation_1-3.png
[full-width] => 1062
[full-height] => 1422
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-372x498.png
[thumb_372-width] => 372
[thumb_372-height] => 498
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-467x625.png
[single_post_thumbnail-width] => 467
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-24x32.png
[thumb_32_32-width] => 24
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-36x48.png
[thumb_48_48-width] => 36
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-48x64.png
[thumb_64_64-width] => 48
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-96x128.png
[thumb_128_128-width] => 96
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-50x67.png
[thumb_122_67-width] => 50
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-114x153.png
[thumb_153_153-width] => 114
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-122x163.png
[thumb_130_163-width] => 122
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-132x177.png
[thumb_232_177-width] => 132
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-485x650.png
[thumb_272_325-width] => 485
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-258x346.png
[thumb_271_346-width] => 258
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-202x271.png
[thumb_271_271-width] => 202
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-128x172.png
[thumb_272_172-width] => 128
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-344x461.png
[thumb_372_461-width] => 344
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-372x498.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 498
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-202x270.png
[thumb_385_270-width] => 202
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-180x241.png
[thumb_416_241-width] => 180
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-306x410.png
[thumb_448_410-width] => 306
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-612x820.png
[thumb_448_410_retina-width] => 612
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-285x382.png
[thumb_574_382-width] => 285
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variation_1-3-295x395.png
[thumb_776_395-width] => 295
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_1-3.png
[gform-image-choice-sm-width] => 224
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_1-3.png
[gform-image-choice-md-width] => 299
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_1-3.png
[gform-image-choice-lg-width] => 448
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 5.6% | $41.00 | ||
| T1: | Variation 1 | 2.4% | -58.1% | 88.3% | $41.00 |
This experiment has a required sample size of 277 in order to be valid. Since the experiment had a total sample size of 346, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
Key Takeaways:
- Recurring Callout Reduced One-Time Gifts – The Avila Army banner led to a 58.1% decrease in one-time donations, likely by distracting or overwhelming donors.
- Minimal Impact on Recurring Giving – Only one new recurring donor was added, with low statistical confidence (68.4%), indicating the callout wasn’t compelling enough.
- User Experience Issues – The callout might have disrupted the natural donation flow, making giving less intuitive.
- Balance One-Time & Recurring Giving – Test a softer recurring ask (e.g., an optional checkbox) rather than making it the focal point.
- Refine Messaging – Emphasize impact, ease, and community benefits rather than duty-driven language.
- Segment Audiences – Show recurring gift appeals only to engaged donors or past givers, rather than all visitors.
- Test Avila Army's multiple giving levels – Offer tiered giving levels with exclusive perks (e.g., special updates, donor recognition, or impact reports) for recurring donors.
- Use Social Proof – Feature multiple testimonials and highlight how recurring donors create lasting change.
- Retarget One-Time Donors – Send personalized follow-ups thanking them and inviting them to upgrade to recurring.