How a donor goal on a high urgency campaign pushdown impacts donor conversion
Experiment ID: #195693
NextAfter
Experiment Summary
Ended On: 03/03/2025
During The Navigators’ February Sustainers Campaign, we decided to test adding a donor goal into the pushdown copy.
The first treatment variation set a blanket donor goal of 100 monthly donors, and the second treatment variation set donor goals for each amount depicted on the gift array (i.e. Will you be one of the 50 monthly donors to make a $15 monthly gift, 30 donors to make a $25 monthly gift, or 20 donors to make a $50 monthly gift today?)
The goal of this test was to determine whether The Navigators’ audience would respond positively to a defined donor goal and, if so, whether they were more motivated by an overarching goal or by a goal broken into smaller amounts that felt more attainable.
Our hypothesis was that breaking down the donor goal into smaller, specific amounts would make it feel more achievable, increasing the likelihood of giving. By seeing a clearer, tangible impact, donors would be more inclined to contribute, believing their gift could make a greater difference.
Research Question
We believe that adding a donor goal to the February Sustainers Pushdown for homepage visitors will increase donor conversion metrics because potential donors will feel their monthly gift would have a larger impact on the goal.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.05% | ||
| T1: | Treatment | 0.17% | 266.8% | 96.8% |
| T2: | Treatment 2 | 0.01% | -67.6% | 69.3% |
This experiment has a required sample size of 3,713 in order to be valid. Since the experiment had a total sample size of 19,821, 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
× 266.8% increase in conversion rate
× 0% increase in average gift
Key Learnings
The key learnings from this experiment are that adding a donor goal to the February Sustainers Pushdown for homepage visitors significantly increased donor conversion metrics. The treatment variation that set donor goals for each amount depicted on the gift array resulted in a 266.8% increase in donations across all traffic compared to the control group, with a 96.8% statistical level of confidence. It is possible that Treatment #2 caused more confusion and friction on the page, rather than the very clear goal of 100 donors in Treatment #1. This suggests that The Navigators' audience reacts positively to clarity and set goal amounts. Furthermore, Treatment #2 had a 301% lift in revenue at a 97.4% confidence level. Not only did the overall donor goal motivate more people to give, but it also motivated them to give more than in the control group. In future experimentation, we should continue to incorporate donor goals into our fundraising campaigns. By setting specific, attainable donor goals, donors are more likely to feel their contributions will make a difference and be more motivated to give. Additionally, breaking the overall donor goal into smaller amounts can make it seem more achievable and encourage more donors to participate. Overall, the success of this experiment demonstrates the importance of setting donor goals and providing donors with a clear understanding of how their contributions can make an impact. This strategy can be utilized in future fundraising efforts to drive donor engagement and increase donations for The Navigators.