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A Public Media Organization

Does a visual treatment of a testimonial impact gifts during a fund drive?

Experiment ID: #204952

A Public Media Organization

Experiment Summary

Timeframe: 08/03/2026 - 08/18/2026

WUNC is a public news organization based in North Carolina. This organization runs a fundraising drive during the month of August across all channels — including digital and on air. Drives are a good time to run experiments on the donation form due to the steady, increased traffic to the page.

WUNC’s donation form currently displays a testimonial quote in a plain, low-visual-weight format. For this experiment, we wanted to test a more designed testimonial treatment — larger pull-quote styling, attribution, and visual framing — to reinforce trust and social proof at the moment a donor is deciding to give. All other copy on the donation page remained the same. This experiment ran for the first 2 1/2 weeks of the month-long campaign.

Research Question

We believe that giving our existing quote a more prominent, designed treatment will increase completion rate on the donation form, without changing the underlying message.

Design

C: Control
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T1: Designed Testimonial
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https://www.nextafter.com/wp-content/uploads/Designed_Testimonial-9-119x67.png [thumb_122_67-width] => 119 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Designed_Testimonial-9-153x86.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 86 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Designed_Testimonial-9-130x73.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 73 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Designed_Testimonial-9-232x131.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 131 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Designed_Testimonial-9-544x306.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 306 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Designed_Testimonial-9-271x153.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 153 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Designed_Testimonial-9-271x153.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 153 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Designed_Testimonial-9-272x153.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 153 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Designed_Testimonial-9-372x209.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 209 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Designed_Testimonial-9-372x209.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 209 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Designed_Testimonial-9-385x217.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 217 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Designed_Testimonial-9-416x234.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 234 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Designed_Testimonial-9-448x252.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 252 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Designed_Testimonial-9-896x504.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 504 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Designed_Testimonial-9-574x323.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 323 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Designed_Testimonial-9-702x395.png [thumb_776_395-width] => 702 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Designed_Testimonial-9.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 169 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Designed_Testimonial-9.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 225 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Designed_Testimonial-9.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 338 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 12.0% $38.75
T1: Designed Testimonial 14.7% 22.1% 98.0% $39.28

This experiment has a required sample size of 1,263 in order to be valid. Since the experiment had a total sample size of 3,578, 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
× 22.1% increase in conversion rate
× 1.4% increase in average gift
23.7% increase in revenue

Key Learnings

Overall Performance

Donors responded favorably to the designed version of the testimonial. The treatment with the designed testimonial led to a 22.1% increase in conversion rate with a 98% level of confidence, meaning the experiment results are valid. Since this test was validated with a lift in donations in the middle of the campaign, the treatment was rolled out to 100% of traffic.

Key Learnings

A more prominent, designed treatment of a testimonial quote on the donation form led to an increase in completion rate. Social proof in the form of a testimonial from another donor builds trust and credibility with WUNC as the prospective donor considers why they should give to this organization. Instead of blending into the value proposition copy on the donation page, the designed treatment is more eye-catching. It stands out more prominently and encourages prospective donors to read it.

Next Steps

WUNC can leverage these learnings with future tests by:

1. Testing a different testimonial quote to learn which values resonate most with donors at the point of making a gift.

2. Implementing this experiment across other channels, such as email and social ads.

3. Exploring other social proof elements on the donation page to further increase completion rates and revenue.

By continuously testing and optimizing the design and content of their donation form, WUNC can further improve donor engagement and ultimately increase their fundraising success.

Experiment Documented by NextAfter

Question about experiment #204952

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