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Dallas Theological Seminary

How a radically redesigned donation page impacted monthly and one-time gifts

Experiment ID: #77468

Dallas Theological Seminary

Experiment Summary

Timeframe: 11/19/2021 - 01/07/2022

Ahead of their calendar year-end campaign, DTS sent out a digital Christmas Devotional as a cultivation piece to their housefile. The control donation page used their standard appeal language with a paragraph outlining the benefits of monthly giving. To increase recurring gifts, we wanted to test a donation page treatment that specifically asked for a monthly recurring gift emphasizing a microask goal of 10 new daily monthly donors. In addition to the microask goal, we made several other optimizations to the page. We swapped out the headline to reflect that their monthly gift would have an impact 365 days a year and introduced the concept of donor autonomy and value alignment throughout the copy by asking conversational questions such as “Would you consider becoming a Cornerstone Partner?” and “Will you make a monthly gift today to help share biblical truth with the world?” We split traffic 50/50 between the control and the treatment for visitors after they signed up to receive their copy of the digital Christmas Devotional.

Research Question

We believe that a radical redesign focused on recurring giving for instant donation page visitors will achieve an increase in monthly recurring donations.

Design

C: Control
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T1: Treatment
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[medium_large-height] => 1011 [large] => https://www.nextafter.com/wp-content/uploads/Treatment-90-649x1024.png [large-width] => 640 [large-height] => 1010 [1536x1536] => https://www.nextafter.com/wp-content/uploads/Treatment-90-973x1536.png [1536x1536-width] => 973 [1536x1536-height] => 1536 [2048x2048] => https://www.nextafter.com/wp-content/uploads/Treatment-90-1297x2048.png [2048x2048-width] => 1297 [2048x2048-height] => 2048 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Treatment-90-700x700.png [tp-image-grid-width] => 700 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment-90-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/Treatment-90-32x50.png [admin-width] => 32 [admin-height] => 50 [full] => https://www.nextafter.com/wp-content/uploads/Treatment-90.png [full-width] => 2612 [full-height] => 4124 [thumb_372] => https://www.nextafter.com/wp-content/uploads/Treatment-90-372x587.png [thumb_372-width] => 372 [thumb_372-height] => 587 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Treatment-90-396x625.png [single_post_thumbnail-width] => 396 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Treatment-90-20x32.png [thumb_32_32-width] => 20 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Treatment-90-30x48.png [thumb_48_48-width] => 30 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Treatment-90-41x64.png [thumb_64_64-width] => 41 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Treatment-90-81x128.png [thumb_128_128-width] => 81 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Treatment-90-42x67.png [thumb_122_67-width] => 42 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Treatment-90-97x153.png [thumb_153_153-width] => 97 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Treatment-90-103x163.png [thumb_130_163-width] => 103 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Treatment-90-112x177.png [thumb_232_177-width] => 112 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Treatment-90-412x650.png [thumb_272_325-width] => 412 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Treatment-90-219x346.png [thumb_271_346-width] => 219 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Treatment-90-172x271.png [thumb_271_271-width] => 172 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Treatment-90-109x172.png [thumb_272_172-width] => 109 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Treatment-90-292x461.png [thumb_372_461-width] => 292 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Treatment-90-317x500.png [thumb_372_500-width] => 317 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Treatment-90-171x270.png [thumb_385_270-width] => 171 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Treatment-90-153x241.png [thumb_416_241-width] => 153 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Treatment-90-260x410.png [thumb_448_410-width] => 260 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Treatment-90-519x820.png [thumb_448_410_retina-width] => 519 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Treatment-90-242x382.png [thumb_574_382-width] => 242 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Treatment-90-250x395.png [thumb_776_395-width] => 250 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Treatment-90.png [gform-image-choice-sm-width] => 190 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Treatment-90.png [gform-image-choice-md-width] => 253 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Treatment-90.png [gform-image-choice-lg-width] => 380 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 1.4% $0.00
T1: Treatment 1.8% 29.4% 86.0% $0.00

This experiment has a required sample size of 7,282 in order to be valid. Since the experiment had a total sample size of 8,263, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

While we did not receive enough monthly gifts to validate the experiment's impact on recurring giving, we did see other interesting trends in overall giving as a result of running the test. We did not reach statistical significance overall, but we identified that the treatment page was showing a 29.4% lift in donor conversion with 86% level of confidence. Furthermore, as you'll see below, when we analyzed traffic by channel, mobile visitors saw a valid increase of 116% in donations with a 98% level of confidence. The treatment copy is significantly shorter than the control, so we will need to do additional testing to see if reducing the volume of text and limiting the amount of user scrolling contributed to the lift for mobile visitors. Again, even though we did not see movement in monthly giving as the experiment was intended to produce, we identified learnings to assist in improving conversion rate and overall revenue moving forward for future content offers.

Notable changes to other metrics due to the experiment:

  • Revenue experienced a 62.2% increase with a 90% level of confidence.

Observations of the impact on other visitor segments in the experiment:

  • Email visitors had a 33.2% increase in donations with an 88% level of confidence.
  • Female visitors had a 116.0% increase in donations with an 89% level of confidence.
  • 25-34 visitors had a 100.0% decrease in donations with a 92% level of confidence.
  • Male visitors had a 53.3% decrease in donations with a 94% level of confidence.
  • Mobile visitors had a 116.9% increase in donations with a 98% level of confidence.
  • New visitors had a 64.4% increase in donations with a 90% level of confidence.

Experiment Documented by Rebekah Josefy
Rebekah Josefy is an Optimization Director at NextAfter.

Question about experiment #77468

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