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Reasons to Believe

How a lowered and reversed gift array impacts monthly donations

Experiment ID: #161692

Reasons to Believe

Experiment Summary

Timeframe: 10/05/2023 - 10/13/2023

For Reason to Believe’s Monthly Partner campaign, we hypothesized that adjusting the gift array to better align with their monthly ask would increase recurring gifts. In the control, users are primed on the importance of a monthly gift but are met with a gift array that starts $500 and only then decreases to $50 as the lowest monthly option. Our question was whether this could exclude donors who were ready to make a monthly gift but perhaps couldn’t commit to such a large amount and would then abandon the process entirely. By lowering the gift array and reversing it, the starting amount was $10 a month. We believed this better aligned with the monthly commitment and as a result, would increase monthly donations.

Research Question

We believe that aligning the gift array with a monthly ask for donors will achieve an increase in recurring gifts because this array is inclusive of more donors as well as realistic to a monthly commitment..

Design

C: Control
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T1: Gift Array Treatment
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[medium_large-height] => 429 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1.png [large-width] => 640 [large-height] => 429 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1.png [1536x1536-width] => 790 [1536x1536-height] => 530 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1.png [2048x2048-width] => 790 [2048x2048-height] => 530 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1-600x400.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/Gift_Array_Treatment-1-600x600.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/Gift_Array_Treatment-1-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1-50x34.png [admin-width] => 50 [admin-height] => 34 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1.png [full-width] => 790 [full-height] => 530 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1-372x250.png [thumb_372-width] => 372 [thumb_372-height] => 250 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1.png [single_post_thumbnail-width] => 790 [single_post_thumbnail-height] => 530 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1-32x21.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 21 [thumb_48_48] => 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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1-372x250.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 250 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1-385x258.png [thumb_385_270-width] => 385 [thumb_385_270-height] => 258 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1-359x241.png [thumb_416_241-width] => 359 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1-448x301.png [thumb_448_410-width] => 448 [thumb_448_410-height] => 301 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1.png [thumb_448_410_retina-width] => 790 [thumb_448_410_retina-height] => 530 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1-569x382.png [thumb_574_382-width] => 569 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1-589x395.png [thumb_776_395-width] => 589 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 201 [gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 268 [gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Gift_Array_Treatment-1.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 403 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 0.00% $101.25
T1: Gift Array Treatment 10.9% 100.0% 99.5% $50.63

This experiment has a required sample size of 29 in order to be valid. Since the experiment had a total sample size of 146, 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
× 100.0% increase in conversion rate
× 50.0% decrease in average gift
0% increase in revenue

Key Learnings

The key learning from this experiment is that aligning the gift array with a monthly ask can significantly increase recurring donations. The treatment version, which started the gift array at $10 a month instead of $500, saw a 10.9% increase in recurring donations compared to the control version. This suggests that the previous gift array may have excluded potential donors who were ready to make a monthly commitment but couldn't commit to such a large amount. It should be noted that the treatment not only garnered more gifts, but it received all recurring gifts in the experiment. In future experimentation, it would be important to continue testing and refining the gift array to further optimize recurring donations. This could involve testing different price points and messaging to find the most effective combination. Additionally, it would be valuable to segment the data and analyze the impact of the treatment on different donor groups, such as new donors or existing monthly donors. This information can help tailor the gift array and messaging for different donor segments to maximize the likelihood of recurring donations.

Experiment Documented by NextAfter

Question about experiment #161692

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