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How a goal thermometer on a high-urgency campaign donation page impacts donor conversion metrics

Experiment ID: #197991

Moody Radio

Experiment Summary

Timeframe: 06/10/2025 - 06/30/2025

During Moody Bible’s Fiscal Year-End Campaign, we tested the impact of adding a goal thermometer on donor conversion.

The goal of this test was to leverage social proof by emphasizing a shared, communal objective to meet a specific financial need for the ministry, ultimately driving an increase in both transactions and revenue.

Research Question

We believe that the addition of a goal thermometer for FYE donation page visitors will achieve an increase in donor conversion metrics because it creates a sense of social proof by visibly showing real-time progress toward the goal and highlighting that others are actively contributing, we foster a sense of community and shared purpose.

Design

C: Control
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T1: Thermometer
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67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-153x94.png [thumb_153_153-width] => 153 [thumb_153_153-height] => 94 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-130x80.png [thumb_130_163-width] => 130 [thumb_130_163-height] => 80 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-232x143.png [thumb_232_177-width] => 232 [thumb_232_177-height] => 143 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-544x336.png [thumb_272_325-width] => 544 [thumb_272_325-height] => 336 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-271x167.png [thumb_271_346-width] => 271 [thumb_271_346-height] => 167 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-271x167.png [thumb_271_271-width] => 271 [thumb_271_271-height] => 167 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-272x168.png [thumb_272_172-width] => 272 [thumb_272_172-height] => 168 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-372x229.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 229 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-372x229.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 229 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-385x237.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 237 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-391x241.png [thumb_416_241-width] => 391 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-448x276.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 276 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-896x553.png [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 553 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-574x354.png [thumb_574_382-width] => 574 [thumb_574_382-height] => 354 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Thermometer-5-640x395.png [thumb_776_395-width] => 640 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 185 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 247 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Thermometer-5.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 370 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 6.5% $362.29
T1: Thermometer 6.6% 2.4% 19.1% $212.38

This experiment has a required sample size of 202,316 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

The key learnings from this experiment is that the addition of a goal thermometer on the FYE donation page led to a 2.4% increase in Transactions for All Traffic, but with a low statistical level of confidence at 19.1%. This means that while there was a positive impact, the results cannot be considered reliable for future decision-making. However, revenue saw a substantial 400% decrease with 100% confidence, indicating a clear negative impact from the goal thermometer. These results suggest that Moody Bible’s audience may be more inclined to make smaller donations when a goal thermometer is present, potentially due to the high fundraising target set for the FYE campaign. Further testing is needed to refine these insights and draw more definitive conclusions. It may also be worth exploring the use of a daily campaign goal, which could help reduce the perceived pressure of reaching a large target and encourage more frequent contributions. Moving forward, it is important to take into consideration the statistical significance of the results when evaluating the effectiveness of different strategies. While the idea of leveraging social proof through a goal thermometer showed some promise in increasing donor conversion metrics, further testing and optimization are necessary to draw valid conclusions. It is important to refine the messaging and design of the goal thermometer to ensure it effectively communicates progress towards a communal objective without negatively impacting revenue. Future experimentation should focus on testing variations of the goal thermometer to find the most effective approach for driving donor conversions without compromising financial outcomes.

Experiment Documented by NextAfter

Question about experiment #197991

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