How a recurring gift pop-up presented at the time of a donation being processed impacts conversion
Back to the Bible
Experiment Summary
Timeframe: 03/20/2019 - 06/21/2019
Back to the Bible wanted to increase the number of recurring donors coming from their primary donation page. To do this, we developed a treatment that presented a pop-up at the moment a gift was being processed with the opportunity to convert their one-time gift into a recurring donation. The pop-up had value proposition on it for why they should become a recurring donor and lowered the gift amount to be 60% of what their original one-time gift was. A person would either click, “No, make my original gift” or “Yes, make my gift recurring”.
Research Question
Would the recurring gift pop-up increase recurring donor conversion?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 4.3% | ||
| T1: | Recurring Popup | 5.9% | 38.0% | 69.9% |
This experiment has a required sample size of 1,396 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
While we weren’t able to validate the experiment, we did see a directional increase in recurring gift conversion of 38% with the recurring gift pop-up. What this tells us is that people are willing to make a recurring gift if we clearly communicate the even greater impact they can have through their gift and give them the opportunity to do it. When analyzing all data associated with this experiment we also found that it did not significantly impact the likelihood to give a gift.