Does the addition of a premium on an offer donation page impact donor conversion?
Experiment ID: #202191
Minnesota Public Radio
Experiment Summary
Timeframe: 02/13/2026 - 02/24/2026
To increase the donor conversion rate for visitors to the MPR News newsletter donation page, we tested adding a premium offer. The premium was available with a $5 monthly gift or a $60 one-time donation.
The test ran for just under 2 weeks, with traffic split evenly between the 2 versions.
Research Question
We believe that adding a premium for MPRNews Newsletter donation page visitors will increase overall donor conversion by connecting the impact of their gift with a meaningful thank-you—the Public Media Advocacy T-shirt. This pairing reinforces both the difference their support makes and the tangible appreciation they receive in return.
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.85% | $44.23 | ||
| T1: | Treatment 1 | 2.0% | 131.9% | 99.3% | $60.12 |
This experiment has a required sample size of 851 in order to be valid. Since the experiment had a total sample size of 3,286, 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
× 131.9% increase in conversion rate
× 35.9% increase in average gift
215.3% increase in revenue
Key Learnings
This experiment showed that adding a premium offer — a Public Media Advocacy T-shirt — to the MPR News newsletter donation page increased both conversions and revenue.
The version that included the premium generated a 34.3% lift in overall transactions, achieving 94% confidence. When we looked at gift type, the impact was even clearer: recurring donations increased by 102.9% (statistically significant), while one-time gifts rose by 11.8% (44% level of confidence) compared to the control.
The primary driver of growth was recurring giving. While the premium had a positive effect on overall donations, its strongest influence was on increasing the number of monthly commitments.
Based on these results, we should continue testing premium-based offers to grow conversion rates—particularly for recurring gifts. Pairing a clear mission-driven ask with a tangible incentive appears to motivate more visitors to take action. Future testing should explore different premium types to identify which offers resonate most and drive the greatest long-term donor value.