Time of Grace

How does pre-selecting monthly on a tabbed form impact recurring gifts in paid media?

Experiment ID: #198799

Time of Grace

Experiment Summary

Timeframe: 07/23/2025 - 08/05/2025

Time of Grace had recently tested and rolled out a valid increase in overall transactions when using a tabbed form for paid media traffic. We hypothesize that defaulting the tab to monthly would passively increase recurring giving without a negative impact on overall transactions.

Research Question

We believe that defaulting the tabbed form to monthly for paid media users on instant donation pages will lead to an increase in recurring giving, while not negatively impacting overall transactions, as it treats monthly giving as a priority, suggesting it as the primary way of giving, rather than an afterthought or add-on.

Design

C: Control
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T1: Treatment 1
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Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.03%
T1: Treatment 1 0.41% 1,354.8% 100.0%

This experiment has a required sample size of 1,165 in order to be valid. Since the experiment had a total sample size of 7,194, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 1,354.8% increase in conversion rate
× 0% increase in average gift

Key Learnings

Based on this data, defaulting the tabbed form to monthly giving for paid media users on instant donation pages significantly increased recurring donations by 1,354.5%.
In addition, Overall Transactions were not negatively impacted; instead, there was a slight bump in giving overall to the treatment. Indicating that this experience is not misleading, the 300+ donors who participated were able to select the type of gift they wanted to give—whether that was monthly or one-time. Total transactions and validity of the lift can be seen below:
Overall Transactions:
Control: 3,452 Samples | 151 Donations |
Treatment: 3,652 Samples | 172 Donations | +10% Increase with 64% LOC.
Finally, within the time frame of this experiment, only one donor reached out to cancel their monthly gift. The impact of this experiment is that Time of Grace can now begin passively acquiring recurring donors from their paid media traffic, without any increase to budget or a separate monthly campaign.


Experiment Documented by Tristan Amaya

Question about experiment #198799

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.