How a contextual value proposition and a reordered form affects donor conversion

Experiment ID: #66088


Experiment Summary

Ended On: 07/09/2021

The Boy Scouts were running a survey to their National Eagle Scout Association members to better understand what they valued about membership. Since many of these members were lifetime members, they decided to end the survey on a donation page. Historically, their donation pages had been broad messages about investing in future Scouts. The donation pages also had copy on the left side of the page under an image, and the donation form flowing down the right side of the page.

Based on a library of fundraising experiments, the team decided to make two radical shifts to the page. First, they crafted new copy that thanked the user for completing the survey and presented a value proposition asking for a monthly donation. Second, they moved the donation form below the copy, so that the user was forced to read through the copy and absorb the value proposition before engaging with the form. The hypothesis was that the user would be more motivated by the contextual ask and that the ordering of the form would place the giving opportunity when the donor was primed to give.

Research Question

We believe that contextualizing the value proposition and reordering the form for survey completers will achieve an increase in donations.


C: Control
T1: Treatment #1


  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.26%
T1: Treatment #1 0.93% 258.6% 99.8%

This experiment has a required sample size of 1,035 in order to be valid. Since the experiment had a total sample size of 4,868, 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
× 258.6% increase in conversion rate
× 0% increase in average gift

Key Learnings

The new form and copy produced a 258% lift in donations. This shows that the contextual copy, combined with the reordered form, produced a much more likely donation outcome.

This provides many future implications for Scouting Gives and the appeal creation process, as well as simple form adjustments that can reduce friction and increase conversion.

Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #66088

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