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Time of Grace

How adding an impact statement below the donate button during a Challenge Grant affects revenue

Experiment ID: #198980

Time of Grace

Experiment Summary

Timeframe: 08/04/2025 - 08/06/2025

Time of Grace has a challenge grant every year in August. This allows users to double the impact of their gift up to the goal amount that TOG sets, with each challenge grant highlighting a problem that TOG is trying to tackle. For this test, we wanted to test changing the copy on the donate button and adding a statement below the donate button highlighting the impact of the user’s gift. The statement was dynamic and would pull in the amount that the user was planning on donating. So for example, if the user were to donate $25, the statement would read as “Your $25 gift connects more people with the healing and freedom found only in Christ when we are equipped to confess and confront the struggles we don’t talk about.”

Research Question

We believe that changing the copy on the donate button and adding a statement highlighting an impact statement for donation page visitors will achieve an increase in revenue and donations because highlighting the impact of their gift and reminding them that the impact of the gift will double would encourage users to donate.

Design

C: control
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Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: control $6.21 $37.26
T1: Impact CTA $17.86 187.7% 100.0% $86.77

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 23.5% increase in conversion rate
× 132.9% increase in average gift
187.7% increase in revenue

Key Learnings

The key learning from this experiment is that changing the copy on the donate button and adding a personalized impact statement below the button significantly increased revenue and donations. The treatment group, which included the updated copy and impact statement, saw a substantial 187.7% increase in revenue compared to the control group. This result was statistically significant at a 100.0% confidence level. It is also important to note that we saw a slight increase in transactions as well, making sure that this experiment did not cause a decrease. In future experimentation, it is crucial to continue emphasizing the impact of the donation and the concept of doubling the impact through the challenge grant. Highlighting the tangible outcomes of a user's donation can motivate them to contribute more and feel a stronger connection to the cause they are supporting. Personalized impact statements based on the user's intended donation amount can also be a powerful way to make the donation feel more meaningful and relevant to the donor. Overall, this experiment demonstrates the importance of effectively communicating the impact of a donation to potential donors and how small changes to the donation process can lead to significant increases in revenue. These learnings should be applied to future experiments and donation campaigns to continue optimizing donation processes and driving more support for Time of Grace Ministry.

Experiment Documented by NextAfter

Question about experiment #198980

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