The Navigators

How a donor goal on a high urgency campaign pushdown impacts donor conversion

Experiment ID: #195693

The Navigators

Experiment Summary

Ended On: 03/03/2025

During The Navigators February Sustainers Campaign, we decided to test into 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 one broken up into different 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 achieve an increase in donor conversion metrics because the potential donor would feel like their monthly gift would have a larger impact on the goal.

Design

Array ( [0] => Array ( [ID] => 70739 [id] => 70739 [title] => Control.png [filename] => Control-7.png [filesize] => 93905 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7.png [link] => https://www.nextafter.com/experiments/how-a-donor-goal-on-a-high-urgency-campaign-pushdown-impacts-donor-conversion/attachment/control-png-10002/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-10002 [status] => inherit [uploaded_to] => 70385 [date] => 2025-03-18 22:49:47 [modified] => 2025-03-18 22:49:47 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1214 [height] => 185 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-300x46.png [medium-width] => 300 [medium-height] => 46 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-768x117.png [medium_large-width] => 640 [medium_large-height] => 98 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-1024x156.png [large-width] => 640 [large-height] => 98 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7.png [1536x1536-width] => 1214 [1536x1536-height] => 185 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7.png [2048x2048-width] => 1214 [2048x2048-height] => 185 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-50x8.png [admin-width] => 50 [admin-height] => 8 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7.png [full-width] => 1214 [full-height] => 185 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-372x57.png [thumb_372-width] => 372 [thumb_372-height] => 57 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-980x149.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 149 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-32x5.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 5 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-48x7.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 7 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-64x10.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 10 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-128x20.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 20 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-122x19.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 19 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-153x23.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 23 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-130x20.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 20 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-232x35.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 35 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-544x83.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 83 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-271x41.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 41 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-271x41.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 41 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-272x41.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 41 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-372x57.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 57 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-372x57.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 57 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-385x59.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 59 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-416x63.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 63 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-448x68.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 68 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-896x137.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 137 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-574x87.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 87 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-776x118.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 118 ) ) [1] => Array ( [ID] => 70740 [id] => 70740 [title] => Treatment_#1.png [filename] => Treatment_1-9.png [filesize] => 107899 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9.png [link] => https://www.nextafter.com/experiments/how-a-donor-goal-on-a-high-urgency-campaign-pushdown-impacts-donor-conversion/attachment/treatment_1-png-3609/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment_1-png-3609 [status] => inherit [uploaded_to] => 70385 [date] => 2025-03-18 22:49:53 [modified] => 2025-03-18 22:49:53 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1273 [height] => 200 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-300x47.png [medium-width] => 300 [medium-height] => 47 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-768x121.png [medium_large-width] => 640 [medium_large-height] => 101 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-1024x161.png [large-width] => 640 [large-height] => 101 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9.png [1536x1536-width] => 1273 [1536x1536-height] => 200 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9.png [2048x2048-width] => 1273 [2048x2048-height] => 200 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-50x8.png [admin-width] => 50 [admin-height] => 8 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9.png [full-width] => 1273 [full-height] => 200 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-372x58.png [thumb_372-width] => 372 [thumb_372-height] => 58 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-980x154.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 154 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-32x5.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 5 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-48x8.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 8 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-64x10.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 10 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-128x20.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 20 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-122x19.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 19 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-153x24.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 24 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-130x20.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 20 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-232x36.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 36 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-544x85.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 85 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-271x43.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 43 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-271x43.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 43 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-272x43.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 43 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-372x58.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 58 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-372x58.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 58 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-385x60.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 60 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-416x65.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 65 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-448x70.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 70 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-896x141.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 141 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-574x90.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 90 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-776x122.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 122 ) ) [2] => Array ( [ID] => 70741 [id] => 70741 [title] => Treatment_#2.png [filename] => Treatment_2-2.png [filesize] => 121553 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2.png [link] => https://www.nextafter.com/experiments/how-a-donor-goal-on-a-high-urgency-campaign-pushdown-impacts-donor-conversion/attachment/treatment_2-png-268/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment_2-png-268 [status] => inherit [uploaded_to] => 70385 [date] => 2025-03-18 22:49:56 [modified] => 2025-03-18 22:49:56 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1386 [height] => 198 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-300x43.png [medium-width] => 300 [medium-height] => 43 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-768x110.png [medium_large-width] => 640 [medium_large-height] => 92 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-1024x146.png [large-width] => 640 [large-height] => 91 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2.png [1536x1536-width] => 1386 [1536x1536-height] => 198 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2.png [2048x2048-width] => 1386 [2048x2048-height] => 198 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-50x7.png [admin-width] => 50 [admin-height] => 7 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2.png [full-width] => 1386 [full-height] => 198 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-372x53.png [thumb_372-width] => 372 [thumb_372-height] => 53 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-980x140.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 140 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-32x5.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 5 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-48x7.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 7 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-64x9.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 9 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-128x18.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 18 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-122x17.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 17 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-153x22.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 22 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-130x19.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 19 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-232x33.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 33 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-544x78.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 78 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-271x39.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 39 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-271x39.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 39 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-272x39.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 39 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-372x53.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 53 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-372x53.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 53 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-385x55.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 55 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-416x59.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 59 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-448x64.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 64 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-896x128.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 128 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-574x82.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 82 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-776x111.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 111 ) ) )

T1: Treatment #1

Array ( [0] => Array ( [ID] => 70739 [id] => 70739 [title] => Control.png [filename] => Control-7.png [filesize] => 93905 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7.png [link] => https://www.nextafter.com/experiments/how-a-donor-goal-on-a-high-urgency-campaign-pushdown-impacts-donor-conversion/attachment/control-png-10002/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-10002 [status] => inherit [uploaded_to] => 70385 [date] => 2025-03-18 22:49:47 [modified] => 2025-03-18 22:49:47 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1214 [height] => 185 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-300x46.png [medium-width] => 300 [medium-height] => 46 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-768x117.png [medium_large-width] => 640 [medium_large-height] => 98 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-1024x156.png [large-width] => 640 [large-height] => 98 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7.png [1536x1536-width] => 1214 [1536x1536-height] => 185 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7.png [2048x2048-width] => 1214 [2048x2048-height] => 185 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-50x8.png [admin-width] => 50 [admin-height] => 8 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7.png [full-width] => 1214 [full-height] => 185 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-372x57.png [thumb_372-width] => 372 [thumb_372-height] => 57 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-980x149.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 149 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-32x5.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 5 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-48x7.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 7 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-64x10.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 10 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-128x20.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 20 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-122x19.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 19 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-153x23.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 23 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-130x20.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 20 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-232x35.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 35 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-544x83.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 83 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-271x41.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 41 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-271x41.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 41 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-272x41.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 41 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-372x57.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 57 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-372x57.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 57 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-385x59.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 59 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-416x63.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 63 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-448x68.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 68 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-896x137.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 137 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-574x87.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 87 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-776x118.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 118 ) ) [1] => Array ( [ID] => 70740 [id] => 70740 [title] => Treatment_#1.png [filename] => Treatment_1-9.png [filesize] => 107899 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9.png [link] => https://www.nextafter.com/experiments/how-a-donor-goal-on-a-high-urgency-campaign-pushdown-impacts-donor-conversion/attachment/treatment_1-png-3609/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment_1-png-3609 [status] => inherit [uploaded_to] => 70385 [date] => 2025-03-18 22:49:53 [modified] => 2025-03-18 22:49:53 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1273 [height] => 200 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-300x47.png [medium-width] => 300 [medium-height] => 47 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-768x121.png [medium_large-width] => 640 [medium_large-height] => 101 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-1024x161.png [large-width] => 640 [large-height] => 101 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9.png [1536x1536-width] => 1273 [1536x1536-height] => 200 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9.png [2048x2048-width] => 1273 [2048x2048-height] => 200 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-50x8.png [admin-width] => 50 [admin-height] => 8 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9.png [full-width] => 1273 [full-height] => 200 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-372x58.png [thumb_372-width] => 372 [thumb_372-height] => 58 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-980x154.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 154 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-32x5.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 5 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-48x8.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 8 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-64x10.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 10 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-128x20.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 20 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-122x19.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 19 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-153x24.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 24 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-130x20.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 20 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-232x36.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 36 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-544x85.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 85 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-271x43.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 43 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-271x43.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 43 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-272x43.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 43 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-372x58.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 58 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-372x58.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 58 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-385x60.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 60 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-416x65.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 65 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-448x70.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 70 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-896x141.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 141 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-574x90.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 90 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-776x122.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 122 ) ) [2] => Array ( [ID] => 70741 [id] => 70741 [title] => Treatment_#2.png [filename] => Treatment_2-2.png [filesize] => 121553 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2.png [link] => https://www.nextafter.com/experiments/how-a-donor-goal-on-a-high-urgency-campaign-pushdown-impacts-donor-conversion/attachment/treatment_2-png-268/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment_2-png-268 [status] => inherit [uploaded_to] => 70385 [date] => 2025-03-18 22:49:56 [modified] => 2025-03-18 22:49:56 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1386 [height] => 198 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-300x43.png [medium-width] => 300 [medium-height] => 43 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-768x110.png [medium_large-width] => 640 [medium_large-height] => 92 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-1024x146.png [large-width] => 640 [large-height] => 91 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2.png [1536x1536-width] => 1386 [1536x1536-height] => 198 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2.png [2048x2048-width] => 1386 [2048x2048-height] => 198 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-50x7.png [admin-width] => 50 [admin-height] => 7 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2.png [full-width] => 1386 [full-height] => 198 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-372x53.png [thumb_372-width] => 372 [thumb_372-height] => 53 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-980x140.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 140 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-32x5.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 5 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-48x7.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 7 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-64x9.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 9 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-128x18.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 18 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-122x17.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 17 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-153x22.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 22 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-130x19.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 19 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-232x33.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 33 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-544x78.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 78 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-271x39.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 39 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-271x39.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 39 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-272x39.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 39 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-372x53.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 53 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-372x53.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 53 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-385x55.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 55 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-416x59.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 59 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-448x64.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 64 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-896x128.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 128 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-574x82.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 82 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-776x111.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 111 ) ) )

T2: Treatment #2

Array ( [0] => Array ( [ID] => 70739 [id] => 70739 [title] => Control.png [filename] => Control-7.png [filesize] => 93905 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7.png [link] => https://www.nextafter.com/experiments/how-a-donor-goal-on-a-high-urgency-campaign-pushdown-impacts-donor-conversion/attachment/control-png-10002/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-10002 [status] => inherit [uploaded_to] => 70385 [date] => 2025-03-18 22:49:47 [modified] => 2025-03-18 22:49:47 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1214 [height] => 185 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-300x46.png [medium-width] => 300 [medium-height] => 46 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-768x117.png [medium_large-width] => 640 [medium_large-height] => 98 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-1024x156.png [large-width] => 640 [large-height] => 98 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7.png [1536x1536-width] => 1214 [1536x1536-height] => 185 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7.png [2048x2048-width] => 1214 [2048x2048-height] => 185 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-50x8.png [admin-width] => 50 [admin-height] => 8 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7.png [full-width] => 1214 [full-height] => 185 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-372x57.png [thumb_372-width] => 372 [thumb_372-height] => 57 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-980x149.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 149 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-32x5.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 5 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-48x7.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 7 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-64x10.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 10 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-128x20.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 20 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-122x19.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 19 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-153x23.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 23 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-130x20.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 20 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-232x35.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 35 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-544x83.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 83 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-271x41.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 41 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-271x41.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 41 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-272x41.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 41 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-372x57.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 57 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-372x57.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 57 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-385x59.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 59 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-416x63.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 63 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-448x68.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 68 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-896x137.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 137 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-574x87.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 87 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-7-776x118.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 118 ) ) [1] => Array ( [ID] => 70740 [id] => 70740 [title] => Treatment_#1.png [filename] => Treatment_1-9.png [filesize] => 107899 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9.png [link] => https://www.nextafter.com/experiments/how-a-donor-goal-on-a-high-urgency-campaign-pushdown-impacts-donor-conversion/attachment/treatment_1-png-3609/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment_1-png-3609 [status] => inherit [uploaded_to] => 70385 [date] => 2025-03-18 22:49:53 [modified] => 2025-03-18 22:49:53 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1273 [height] => 200 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-300x47.png [medium-width] => 300 [medium-height] => 47 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-768x121.png [medium_large-width] => 640 [medium_large-height] => 101 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-1024x161.png [large-width] => 640 [large-height] => 101 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9.png [1536x1536-width] => 1273 [1536x1536-height] => 200 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9.png [2048x2048-width] => 1273 [2048x2048-height] => 200 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-50x8.png [admin-width] => 50 [admin-height] => 8 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9.png [full-width] => 1273 [full-height] => 200 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-372x58.png [thumb_372-width] => 372 [thumb_372-height] => 58 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-980x154.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 154 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-32x5.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 5 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-48x8.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 8 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-64x10.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 10 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-128x20.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 20 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-122x19.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 19 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-153x24.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 24 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-130x20.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 20 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-232x36.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 36 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-544x85.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 85 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-271x43.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 43 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-271x43.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 43 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-272x43.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 43 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-372x58.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 58 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-372x58.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 58 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-385x60.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 60 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-416x65.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 65 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-448x70.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 70 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-896x141.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 141 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-574x90.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 90 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-9-776x122.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 122 ) ) [2] => Array ( [ID] => 70741 [id] => 70741 [title] => Treatment_#2.png [filename] => Treatment_2-2.png [filesize] => 121553 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2.png [link] => https://www.nextafter.com/experiments/how-a-donor-goal-on-a-high-urgency-campaign-pushdown-impacts-donor-conversion/attachment/treatment_2-png-268/ [alt] => [author] => 0 [description] => [caption] => [name] => treatment_2-png-268 [status] => inherit [uploaded_to] => 70385 [date] => 2025-03-18 22:49:56 [modified] => 2025-03-18 22:49:56 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1386 [height] => 198 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-300x43.png [medium-width] => 300 [medium-height] => 43 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-768x110.png [medium_large-width] => 640 [medium_large-height] => 92 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-1024x146.png [large-width] => 640 [large-height] => 91 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2.png [1536x1536-width] => 1386 [1536x1536-height] => 198 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2.png [2048x2048-width] => 1386 [2048x2048-height] => 198 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-50x7.png [admin-width] => 50 [admin-height] => 7 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2.png [full-width] => 1386 [full-height] => 198 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-372x53.png [thumb_372-width] => 372 [thumb_372-height] => 53 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-980x140.png [single_post_thumbnail-width] => 980 [single_post_thumbnail-height] => 140 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-32x5.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 5 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-48x7.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 7 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-64x9.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 9 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-128x18.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 18 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-122x17.png [thumb_122_67-width] => 122 [thumb_122_67-height] => 17 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-153x22.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 22 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-130x19.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 19 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-232x33.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 33 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-544x78.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 78 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-271x39.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 39 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-271x39.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 39 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-272x39.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 39 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-372x53.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 53 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-372x53.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 53 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-385x55.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 55 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-416x59.png [thumb_416_241-width] => 416 [thumb_416_241-height] => 59 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-448x64.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 64 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-896x128.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 128 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-574x82.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 82 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_2-2-776x111.png [thumb_776_395-width] => 776 [thumb_776_395-height] => 111 ) ) )

Results

	Treatment Name	Conv. Rate	Relative Difference	Confidence
C:	Control	0.05%
T1:	Treatment #1	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 for 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 valid 97.4% level of confidence. Not only did the overall donor goal motivate more people to give, but it motivated them to give more than the control.

In future experimentation, we should continue to incorporate donor goals into our fundraising campaigns. By setting specific and attainable donor goals, donors are more likely to feel that their contribution will make a difference and be more motivated to give. Additionally, breaking down the overall donor goal into smaller amounts can make the goal 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.

Experiment Documented by NextAfter

Question about experiment #195693

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