How a Monthly Callout in the Gift Array Impacts Recurring Giving
The Navigators
Experiment Summary
Timeframe: 03/15/2023 - 05/14/2023
The Sustainers appeal is The Navigators recurring giving campaign. With users arriving on the donation page from a variety of emails, ads, and onsite assets, we hypothesized that by calling out the monthly gift option on the donation page itself would help increase recurring gifts. We believed that a simple value prop callout reminding the user of need for monthly gifts specifically would help convert those who would have originally given a one-time gift or neither at all.
Research Question
We believe that highlighting the monthly giving option for users on the donation page will achieve an increase in recurring gifts because the copy reinforces the value of a monthly gift to the reader and drives home what a monthly gift accomplishes..
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 7.9% | $0.00 | ||
| T1: | Callout 1 | 7.6% | -3.9% | 9.1% | $0.00 |
This experiment has a required sample size of 58,521 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 A/B experiment conducted for The Navigators’ Sustainers appeal showed that highlighting the monthly giving option on the donation page did not result in an increase in recurring gifts with validity. More experimentation is needed, it also prompts questions about more effective ways to test this like having the value prop callout more prominently in the copy itself or a headline.