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Hoover Institution

Can gift array preselection increase revenue for paid social content offers with persuasion-heavy messaging?

Experiment ID: #200902

Hoover Institution

Experiment Summary

Timeframe: 11/19/2025 - 12/01/2025

The Hoover Institution is a public policy research organization that advances scholarship on individual, economic, and political freedom, relying on donor support to sustain its work. As part of its fundraising program growth goals, Hoover is testing donation form configurations that can increase revenue per visitor while maintaining healthy conversion rates across acquisition channels.
This experiment is part of a broader Preselect/Array testing program evaluating how gift array size and preselection influence conversion and revenue outcomes. The test combined two gift arrays ($ 25, $50, and $100, and $50/100/250) with and without preselecting the second gift amount, resulting in four variants. This read focuses on the “Trickle Down” content offer, which typically runs on paid social and attracts a more prospect-heavy audience.

Research Question

We believed that testing lower and higher gift arrays with the second gift amount preselected for content offer audiences would achieve higher revenue per visitor without materially reducing average gift value because anchoring donors to a mid-tier option could balance conversion volume and gift size.

Design

C: 1step, 50,100,250, no select
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T1: 1step, 25,50,100, no select
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T2: 1step, 50,100,250, select 100
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) ) )
T3: 1step, 25,50,100, select 50
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) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: 1step, 50,100,250, no select 4.3% $39.58
T1: 1step, 25,50,100, no select 4.7% 7.6% 14.8% $52.31
T2: 1step, 50,100,250, select 100 5.4% 25.5% 45.3% $56.33
T3: 1step, 25,50,100, select 50 4.0% -8.8% 17.4% $26.50

This experiment has a required sample size of 3,075 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

For the “Trickle Down” offer, results were directional and not statistically valid, and performance patterns diverged from aggregate findings. 📊 Performance metrics

  • Total samples: 1,085
  • Total conversions: 50
  • Overall conversion rate: 4.6%
  • Overall average gift: $45.30
  • Control ($50/100/250, no select):
  • Conversion rate: 4.3%
  • Average gift: $39.58
  • $25/50/100, no select:
  • Conversion rate: 4.7%
  • Average gift: $52.31
  • Revenue per visitor: $2.44
  • $50/100/250, select 100:
  • Conversion rate: 5.4% (+25.5% vs. control)
  • Average gift: $56.33
  • Revenue per visitor: $3.06 (highest variant)
  • $25/50/100, select 50:
  • Conversion rate: 4.0%
  • Average gift: $26.50
✂️ Offer and channel context
  • Traffic is driven primarily by paid social
  • Sample size is small relative to required validity
  • Contrary to aggregate trends, preselecting the higher gift array performed best on both conversion rate and revenue per visitor
  • This deviation may be influenced by the nature of the offer or donation page copy, which could be priming donors toward higher gift amounts
While these results are not statistically valid, they suggest that messaging context may materially affect how donors respond to preselection—particularly for persuasion-forward offers like this one. ✅ Statistical validity
  • Results did not reach statistical significance
  • Confidence levels were below the 95% threshold required for validation

Next Steps

Roll out the aggregate Preselect/Array winner as the default approach. Separately, consider a donation page copy test for this offer to evaluate whether messaging is the primary lever driving higher gift acceptance when the higher array is preselected.

Experiment Documented by NextAfter

Question about experiment #200902

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