Does a visually disruptive donation ask generate more donations than a contextually integrated one?
Experiment ID: #195983
WUNC
Experiment Summary
Timeframe: 03/18/2025 - 03/26/2025
This experiment was conducted for WUNC, a public radio station serving North Carolina, to evaluate the effectiveness of in-article versus end-of-article donation asks on article pages. The “Dear Reader” style messages were designed to prompt donations in a low-friction, editorial-style format.
Research Question
We believed that placing the donation ask at the end of the article, with visual contrast and a gift array, would increase donor conversion because users would be more likely to consider donating after consuming the article content and be more inclined to act with a clearer path to give.
Design
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Original | 0.01% | $10.00 | ||
| T1: | Yellow | 0.02% | 197.6% | 68.0% | $10.00 |
This experiment has a required sample size of 67,263 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
Main Takeaway
The sample size for this test was too small to draw directional insights. However, early performance suggests a potential learning: placing a donation ask at the end of an article with higher contrast and more giving options may increase engagement compared to an in-article ask with minimal styling. Further testing is needed to validate this observation.
Observations:
- The placement and design of the test may have contributed to increased visibility and engagement, but the limited number of donations makes it impossible to confirm.
- The consistent sustaining gift value suggests that both placements may appeal to users with similar giving behavior, but the gift array in the test may have offered a smoother giving path.
Next Steps
- Explore Mobile Optimization: Assess mobile presentation and user experience of both placements to identify friction points.
- Continue Testing the Test Version: Iterate on the yellow end-of-article design with additional copy, positioning, or interaction styles.
While early results lean in favor of the end-of-article ask, this experiment highlights the need for a larger sample size before reliable insights can be drawn. Continued testing will help WUNC refine article-page fundraising strategies with greater confidence.