Does the subject of a testimonial impact conversions on a main donation page during a drive?
Experiment ID: #205109
A Public Media Organization
Experiment Summary
Timeframe: 08/24/2026 - 08/29/2026
WUNC is a public news organization based in North Carolina. In a previous iteration of this experiment, we tested whether a designed testimonial treatment – larger pull-quote styling, attribution, and visual framing – would outperform a testimonial in plain, low-visual-weight format in the body copy. The designed testimonial resulted in a 22.1% increase in conversions with valid results.
For this next variation, we want to see whether the subject of the testimonial would make an impact on conversions. The control is the original donor testimonial, and the treatment is a new donor testimonial with a more generalized theme to it.
This experiment ran in two phases: for the last 6 days of WUNC’s August Fund Drive and for the month of September when no active fund drive was running. This allows us to see how the testimonials performed under both general website traffic and heightened drive traffic. For this experiment, we’re going to examine the results during the August Fund Drive.
Research Question
We believe that a donor testimonial with a more generalized theme about the organization’s impact will lead more donors to complete their gift on the main donation page because the content of the testimonial is more widely relatable.
Design
C: Control - Old Quote
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control - Old Quote | 7.0% | $37.98 | ||
| T1: | New Quote | 8.5% | 21.0% | 65.8% | $47.08 |
This experiment has a required sample size of 2,517 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
Overall Performance
The new quote with a general theme did result in more conversions when used during a fundraising drive. In fact, that version saw a 21% increase in conversions over the original quote, although the level of confidence is only 65%. Despite the lack of statistical significance, this experiment suggests that a more generalized testimonial may perform better than a specific donor testimonial on a donation page during a fundraising campaign.
Timing: Drive vs. Non-Drive
This test was run in two separate instances:
1. During the last six days of a fundraising drive (Aug. 24-29, 2026)
2. During a period of regular website traffic without an active fundraising drive (Sept. 2-30, 2026)
One interesting thing to note is that during the drive, the new quote with a more general theme did show momentum toward a lift in conversions. This may be attributed to increased traffic from a wider audience of visitors and donors who are driven by WUNC's overall mission and programming rather than the specific news angle represented in the original quote.
In the other test during a non-drive period of time, the general testimonial saw 3.8% fewer conversions than the original quote, although the level of confidence is only 30%. We may see non-drive donors relate more closely to the news angle because they are visiting the website to read the most recent news stories.
Key Learnings
A more generalized testimonial may perform better during a fundraising drive when visitors are looking for a connection to the organization's overall mission. However, during non-drive times, the specific subject matter of the donor testimonial may not matter significantly to donors, as long as it is relevant to the organization's mission. 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. What we've learned from this series of experiments is that a more prominent, designed treatment of a testimonial quote on the donation form led to an increase in completion rate.
Related Experiments
Does a visual treatment of a testimonial impact gifts during a fund drive?
Does the subject of a testimonial impact conversions on a main donation page?
Next Steps
WUNC can leverage these learnings with future tests by:
1. Continue 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.