Does a federal funding block on the homepage increase conversion rates?
Experiment ID: #203055
A Public Media Organization
Experiment Summary
Timeframe: 04/01/2026 - 05/26/2026
This experiment was conducted for a public news organization based in North Carolina, before and after their Spring Drive. The goal of the experiment was to determine whether a more direct, in-page donation ask tied to federal funding messaging would generate directly attributable gifts from homepage visitors.
The organization already had a homepage promo communicating the need created by cuts to federal funding for public media. For the test, we repurposed a previously successful slide-up treatment into an inline homepage donation block using their brand colors and language. In this first iteration, the copy remained the same as the control, so the experiment could focus on whether the format and placement of the ask directly influenced attributable giving.
Research Question
We believe that creating a more direct ask fundraising block for potential donors will improve conversion rates.
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.6% | $45.46 | ||
| T1: | Federal Funding Block | 1.4% | -13.1% | 84.2% | $46.50 |
This experiment has a required sample size of 25,378 in order to be valid. Since the experiment had a total sample size of 26,342, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
During this non-period, we saw that overall conversion rates for the audience that received the federal funding block treatment were 18% lower than the control, with 84% confidence. This suggests that the presence of the block was off-putting for potential donors. Since it has been a year since federal funding was cut, this audience may have already heard that federal funding language too often and may not be willing to make a gift. When looking at directly-attributable donations to the federal funding block, compared to the Protect Public Radio. In the Protect Democracy block, we saw a much smaller total sample size of gifts (15 total), which means the results are not conclusive. Nevertheless, there are some trends we can point to and retest: Control: 7 gifts — all one-time —for $1,305 in directly attributable revenue. 4 of those gifts were new to WUNC. Treatment: 8 total gifts--4 one time and 4 recurring-- for $490 in directly-attributable revenue. All of the recurring gifts were new to WUNC. While the sample size is small compared to the overall conversions in this experiment, the success of recurring gifts in the treatment version suggests further testing that emphasizes the value of recurring gifts to WUNC.