How a recurring gift pop-up impacted recurring gifts on Giving Tuesday
Dallas Theological Seminary
The DTS mission is, “to glorify God by equipping godly servant-leaders for the proclamation of His Word and the building up of the body of Christ worldwide.” They strive to help men and women fulfill the Great Commission and the Great Commandment, or more simply: Teach Truth. Love Well.
Experiment Summary
Timeframe: 11/29/2021 - 01/07/2022
For previous giving day campaigns, we had seen an increase in overall donor lifetime value and retention for monthly donors. We wanted to find a way to convert one time donors to monthly donors on Giving Tuesday and decided to test a recurring giving pop-up at the point of transaction for one time gifts. The popup intercepted the user before their gift was processed and urged them to convert their one-time gift to monthly instead and reiterated the benefits of giving a monthly gift. We displayed the pop-up to 50% of traffic during the giving day campaign to evaluate its effectiveness.
Research Question
We believe that a popup with a recurring ask for one-time donors will achieve an increase in monthly donations.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 6.0% | $0.00 | ||
| T1: | Recurring Gift Popup | 8.6% | 42.9% | 55.1% | $0.00 |
This experiment has a required sample size of 780 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
Because the campaign had a very limited window to run, we did not receive enough sessions or transactions to validate the experiment. We will want to test this again with a longer runway to capture a proper amount of traffic in order to more thoroughly analyze how this impacts recurring giving in the future.
Observations of the impact on other visitor segments in the experiment:
- Mobile visitors had a 215.6% increase in recurring donations with a 90% level of confidence.