How a monthly first ask on a high urgency campaign impacts recurring donor conversion
Experiment ID: #199875
Moody Radio
Experiment Summary
Timeframe: 09/16/2025 - 09/26/2025
Each year, Moody Radio runs a Fall Share campaign to inspire generosity among listeners.
This year, we made a strategic shift: instead of prioritizing one-time gifts, we focused on growing Moody’s recurring donor file. To accomplish this, we tested a monthly-first ask during the Fall Share campaign.
The goal was to build their recurring file while minimizing the negative impact on overall conversion on the giving page.
The test ran for 11 days, with traffic evenly split between each variant.
Note: The majority of participants came from known audiences. While a separate non-donor–specific donation page was available, many of the web assets directed to this general campaign page.
Research Question
A monthly first ask for Fall Share giving page visitors will lead to an increase in recurring giving, as more donors will choose to give monthly when the option is presented as the recommended and manageable choice. By also highlighting the benefits of recurring giving, donors will be further motivated to opt for monthly giving, as the option is presented as the recommended and manageable choice. By also highlighting the benefits of recurring giving, donors will be further motivated to see monthly giving.
Design
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.59% | ||
| T1: | Treatment #1 | 1.6% | 168.2% | 99.7% |
This experiment has a required sample size of 830 in order to be valid. Since the experiment had a total sample size of 3,989, 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
Ă— 168.2% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
The key learning from this experiment is that implementing a monthly-first ask for Fall Share donation page visitors significantly increased recurring giving. The treatment group experienced a 168.2% increase in donations compared to the control group, with a 99.7% confidence level in the results. Furthermore, with this significant increase in recurring giving, we wanted to ensure it wasn't at the expense of overall transactions. After further analysis, we found that the treatment resulted in a 5.5% decrease in overall transactions at a 42% level of confidence. Based on these results, the value of the more recurring donors outweighs the slight (and invalid) decrease in overall giving. In future experimentation, we should continue to prioritize the monthly-first ask strategy, as it proved to be highly effective in increasing recurring donor conversions without significantly reducing overall transactions. This approach capitalizes on the convenience and appeal of monthly giving for donors, leading to a higher likelihood of acceptance of the pre-set option and a perception of monthly giving as both the recommended and more manageable choice. By consistently incorporating this strategy in future campaigns and experiments, we can continue to grow our recurring donor file and maximize the impact of our fundraising efforts.