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Franciscan University

How adding an impact callout to a pre-selected monthly tab affects recurring donations

Experiment ID: #199974

Franciscan University

Experiment Summary

Timeframe: 09/26/2025 - 10/08/2025

Franciscan University has content offers of their video series’ running on Facebook, which perform really well. They get a lot of donations from these offers, so we wanted to look into ways we could get more recurring donors from audiences coming to the donation pages.

For this test, we had the monthly tab pre-selected and we added a callout to hover above the tab that had language about how monthly giving was the most impactful way they could help FUS continue doing their mission.

This was tested on the donation page of the offers currently running for them in Facebook.

Research Question

We believe that adding a callout on the monthly tab, highlighting the impact of monthly giving for donation page visitors, will increase recurring donations because the callout will help users understand the potential impact they can have on the FUS mission and encourage them to make a recurring donation.

Design

C: Control
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T1: Treatment 1
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Results

  Treatment Name Conv. Rate Relative Difference Confidence
C: Control 0.05%
T1: Treatment 1 1.5% 3,068.7% 100.0%

This experiment has a required sample size of 272 in order to be valid. Since the experiment had a total sample size of 4,107, and the level of confidence is above 95% the experiment results are valid.

Flux Metrics Affected

The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:

    0% increase in traffic
× 3,068.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

Key learnings from this experiment include:
1. Adding a callout on the monthly tab highlighting the impact of monthly giving led to a 1.5% increase in Recurring Donations for All Traffic at a 100.0% level of statistical confidence.
2. However, this increase in recurring donations was accompanied by a 211% decrease in Transactions with a 96% level of confidence and a 411% decrease in One-Time Donations with a 100% level of confidence.
In future experimentation, it is crucial to carefully weigh the benefits of increasing recurring donations against the significant decline observed in one-time donations and transactions. Further analysis of why one-time donations and transactions dropped could reveal ways to promote recurring giving without causing large declines in other donation types.
Test different callout messages or positions to optimize recurring donations without hurting other metrics. Segment the audience by behavior and preferences to tailor the approach and maximize total donations.
Continue experimenting with new strategies and closely monitor all donation metrics. Aim to increase recurring donations while maintaining overall donation levels.

Experiment Documented by Tristan Amaya

Question about experiment #199974

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