How a donation interrupter impacts recurring donor conversion metrics on a main donation page
Experiment ID: #196242
International Mission Board
Experiment Summary
Timeframe: 03/25/2025 - 06/18/2025
As part of an ongoing effort to convert one-time IMB donors into recurring supporters, we tested adding a recurring gift interrupter to their main donation page. While this tactic had been tested previously for IMB without validation, we reintroduced the experiment to generate more actionable learning. The interrupter was triggered for one-time gifts between $100 and $250, presenting a tiered monthly upgrade ask based on initial gift amount — donors giving $200–$250 were asked to add a $25/month gift, those giving $100–$199 were presented with a $15/month ask, and donors giving under $100 were shown a $10/month ask. Donors whose initial gift exceeded $250 were excluded entirely from the interrupter experience.
Research Question
We believe that adding a recurring interrupter for IMB main donation page visitors will increase recurring transactions by reducing the perceived financial burden of a one-time gift by asking for a smaller, more regular gift.
Design
C: Control
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Results
| Treatment Name | Click Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.00% | $907.41 | ||
| T1: | Treatment 1 | 0.02% | 100.0% | 95.5% | $734.19 |
This experiment has a required sample size of 18,854 in order to be valid. Since the experiment had a total sample size of 38,828, 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:
100.0% increase in traffic
× 0% increase in conversion rate
× 19.1% decrease in average gift
61.8% increase in revenue
Key Learnings
The key takeaway from this experiment is that adding a recurring gift interrupter to the IMB main donation page produced an insignificant lift in donor engagement, with the treatment group recording just a 0.8% conversion rate — indicating that the interrupter failed to meaningfully motivate one-time donors to upgrade to a recurring gift. Given that this is now the second test of this mechanic without validation, the data suggests the recurring interrupter is not an effective conversion lever for this audience on this page. Moving forward, experimentation should shift toward alternative strategies to grow IMB's recurring donor base, as continued investment in this tactic is unlikely to yield different results.