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American Cornerstone Institute

How a monthly first ask on a main donation page impacts donor conversion metrics

Experiment ID: #199252

American Cornerstone Institute

Experiment Summary

Timeframe: 08/19/2025 - 10/07/2025

For the American Cornerstone Institute, our primary focus has been on growing their recurring donor base. To build on that momentum, we tested adding a recurring gift ask directly on the main donation page, inspired by strong results from earlier acquisition offer tests using a similar approach.

This A/B test ran for just over a month, with equal traffic distributed between the control and treatment versions.

The control utilized the existing donation page without any modifications. The treatment mirrored the control’s copy but added details about the benefits of becoming a monthly partner and preselected the monthly giving option on the donation form.

Research Question

A monthly first ask on the main donation page will increase recurring giving with minimal impact on overall transactions, as it highlights the ease and effect of becoming a monthly supporter. Meanwhile, the preselected option subtly reinforces that most donors choose to give monthly.

Design

C: Control
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T1: Variation 1
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[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-114x153.png [thumb_153_153-width] => 114 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-121x163.png [thumb_130_163-width] => 121 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-131x177.png [thumb_232_177-width] => 131 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-482x650.png [thumb_272_325-width] => 482 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-257x346.png [thumb_271_346-width] => 257 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-201x271.png [thumb_271_271-width] => 201 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-128x172.png [thumb_272_172-width] => 128 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-342x461.png [thumb_372_461-width] => 342 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-372x500.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-200x270.png [thumb_385_270-width] => 200 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-179x241.png [thumb_416_241-width] => 179 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-304x410.png [thumb_448_410-width] => 304 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-609x820.png [thumb_448_410_retina-width] => 609 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-283x382.png [thumb_574_382-width] => 283 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variation_1-6-293x395.png [thumb_776_395-width] => 293 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png [gform-image-choice-sm-width] => 223 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png [gform-image-choice-md-width] => 297 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_1-6.png [gform-image-choice-lg-width] => 445 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 1.1% $115.33
T1: Variation 1 3.6% 223.0% 93.6% $85.63

This experiment has a required sample size of 279 in order to be valid. Since the experiment had a total sample size of 515, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The key learnings from this experiment are: 1. Adding a monthly first ask on the main donation page led to a significant increase in recurring donations, with a 223.0% increase in recurring donations for All Traffic. This indicates that highlighting the benefits of becoming a monthly supporter and preselecting the monthly giving option can effectively encourage more donors to choose recurring donations. 2. The treatment also resulted in a substantial increase in overall Transactions, with a 543% increase. This shows that while the focus was on increasing recurring donations, the strategy also had a positive impact on overall donation transactions. 3. The statistical confidence level of 93.6% for the increase in recurring donations and 95% for the rise in transactions suggests that the results are approaching validity, but further testing would be needed for confirmation. In future experimentation, we should: 1. Continue to explore the impact of emphasizing recurring donations on the main donation page. Further testing can help us validate the results and assess the long-term impact on donor retention and revenue. 2. Consider refining the messaging and design of the monthly giving ask to optimize its effectiveness. This could involve A/B testing different languages, visuals, or incentives to increase recurring donations further. 3. Monitor the overall impact on donation transactions to ensure that the focus on recurring donations does not negatively affect one-time contributions. Finding the right balance between the two types of giving is essential for maximizing fundraising outcomes. Overall, these findings provide valuable insights into the potential of strategic messaging and design changes to increase recurring donations. By analyzing the results and refining our approach, we can continue to enhance our fundraising strategies and foster sustainable support for the American Cornerstone Institute.

Experiment Documented by NextAfter

Question about experiment #199252

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