Does pre-selecting higher default gift amounts within donation tiers increase overall revenue while maintaining average gift value?”
Experiment ID: #200954
Hoover Institution
Experiment Summary
Timeframe: 11/20/2025 - 12/01/2025
The Hoover Institution is a public policy research organization that advances scholarship on individual, economic, and political freedom and relies on reader-supported giving to fund its work. As part of its fundraising program growth goals, Hoover sought to optimize its donation form experience to increase revenue per visitor while maintaining stable average gift values—particularly for prospect-heavy acquisition traffic.
This experiment is part of a broader Preselect/Array testing program evaluating how different gift arrays and preselection strategies affect conversion and gift value. For this test, we combined two variables: gift array size ($25/50/100 vs. $50/100/250) and preselecting the second gift amount on both arrays, resulting in four total variants. The test was run across multiple content offers to build sample size and understand how performance varied by offer type.
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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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | 1step, 50,100,250, no select | 3.9% | $41.67 | ||
| T1: | 1step, 25,50,100, no select | 10.1% | 159.6% | 89.1% | $27.78 |
| T2: | 1step, 50,100,250, select 100 | 5.4% | 38.7% | 37.6% | $36.67 |
| T3: | 1step, 25,50,100, select 50 | 8.0% | 106.5% | 74.4% | $34.29 |
This experiment has a required sample size of 254 in order to be valid. Since the experiment had a total sample size of 364, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
Key Learnings
For the Victory and the Savior Generals offer, results were directional but not statistically valid due to limited sample size. 📊 Performance metrics- Total samples: 364
- Total donations: 25
- Overall average gift: $33.40
- Control array ($50/100/250) was the lowest-performing variant on both transactions and revenue per visitor
- Lower array variants ($25/50/100) showed higher conversion rates and higher revenue per visitor than control in some treatments
- Baseline AOV for this offer is ~$40
- ~70% of traffic is from prospecting audiences
- Preselection did not materially change performance for this offer or audience mix