How a recurring donation interrupter affects recurring donor conversion rate
Experiment ID: #172514
The Heritage Foundation
Experiment Summary
Timeframe: 04/23/2024 - 05/09/2024
The Heritage Foundation has a page on their website where people can join the organization as a member by making a one-time or recurring donation, and they wanted to test how a donation pop-up interrupter would perform to increase the amount of recurring donors they get through new memberships.
On the donation page, users have the option to make a one-time or monthly gift, but if the user chooses one-time and makes a gift under $100, they would receive a pop-up after hitting “Make my gift” asking them to convert their gift to a $10 monthly donation.
The pop-up included value proposition as to what impact a monthly gift will have.
Research Question
We believe that using a donation interrupter to ask users to convert their one-time gift to a monthly gift for potential donors will achieve a higher recurring donor conversion rate because they will be presented with the opportunity to know what impact a monthly gift can have.
Design
C: Control
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)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.29% | $459.77 | ||
| T1: | Donation Interrupter | 0.20% | -32.0% | 33.0% | $239.64 |
This experiment has a required sample size of 21,625 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 key learnings from this experiment are that implementing a donation interrupter to ask users to convert their one-time gift to a monthly gift had no effect on conversion rates for monthly or one-time giving. The treatment group saw a 32% decrease in Transactions - Monthly, but this decrease is only based on 5 recurring transactions and only had a 33% level of confidence. This means that the results cannot be considered statistically significant and should not be used for future decision-making.
Additionally, we saw a 15% lift in one-time giving but with only a 38% level of confidence.
The key takeaways are that the recurring interrupter will most likely not hurt one-time or monthly giving conversion rates, but we do not have enough data to know if it will produce a lift of any kind.
In future experimentation, it is essential to continue testing the effectiveness of the donation interrupter with a larger sample size and over a longer period to determine its true impact on recurring donor conversion rates. Additionally, considering other factors such as user experience, messaging, and timing of the interrupter could provide valuable insights for optimizing donation processes and increasing donor engagement.