How adding value prop to the donate button impacts donations
Experiment ID: #200471
Care Net
Experiment Summary
Timeframe: 10/29/2025 - 12/08/2025
Care Net’s donation pages typically have a donate button that says “Give Now” under that it says “Amount: $XX.” We were interested in seeing what would happen if we replaced the “Amount: $XX” with additional value prop. We replaced it with “I want to protect life.” We ran this experiment on their main donation page because that’s where they see the majority of their traffic and we knew this test would have a better chance of validating.
Research Question
We believe that adding additional value prop to the donate button on Care Net’s main donation page will achieve more donations because it will encourage users to click the donate button. It will remind them why they are giving.
Design
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[admin] => https://www.nextafter.com/wp-content/uploads/Variation_1-29-50x14.png
[admin-width] => 50
[admin-height] => 14
[full] => https://www.nextafter.com/wp-content/uploads/Variation_1-29.png
[full-width] => 900
[full-height] => 258
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Variation_1-29-372x107.png
[thumb_372-width] => 372
[thumb_372-height] => 107
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Variation_1-29.png
[single_post_thumbnail-width] => 900
[single_post_thumbnail-height] => 258
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Variation_1-29-32x9.png
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[thumb_32_32-height] => 9
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Variation_1-29-48x14.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 14
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Variation_1-29-64x18.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 18
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Variation_1-29-128x37.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 37
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Variation_1-29-122x35.png
[thumb_122_67-width] => 122
[thumb_122_67-height] => 35
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Variation_1-29-153x44.png
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[thumb_153_153-height] => 44
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[thumb_130_163-width] => 130
[thumb_130_163-height] => 37
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Variation_1-29-232x67.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 67
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Variation_1-29-544x156.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 156
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Variation_1-29-271x78.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 78
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Variation_1-29-271x78.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 78
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Variation_1-29-272x78.png
[thumb_272_172-width] => 272
[thumb_272_172-height] => 78
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[thumb_372_461-width] => 372
[thumb_372_461-height] => 107
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Variation_1-29-372x107.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 107
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[thumb_385_270-width] => 385
[thumb_385_270-height] => 110
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[thumb_416_241-width] => 416
[thumb_416_241-height] => 119
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[thumb_448_410-width] => 448
[thumb_448_410-height] => 128
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Variation_1-29-896x257.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 257
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Variation_1-29-574x165.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 165
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Variation_1-29-776x222.png
[thumb_776_395-width] => 776
[thumb_776_395-height] => 222
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Variation_1-29.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 86
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Variation_1-29.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 115
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Variation_1-29.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 172
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 18.7% | $274.73 | ||
| T1: | Variation 1 | 27.0% | 44.0% | 99.3% | $196.36 |
This experiment has a required sample size of 199 in order to be valid. Since the experiment had a total sample size of 762, 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
× 44.0% increase in conversion rate
× 28.5% decrease in average gift
2.9% increase in revenue
Key Learnings
This experiment showed that adding a value-based statement to the donate button (replacing “Amount: $XX” with “I want to protect life”) improved donation performance on Care Net’s highest-traffic donation page. The treatment produced a 44% lift in conversion rate (from 18.7% to 27.0%) with 99.3% confidence, indicating a statistically valid result. The key learning is that donors responded more strongly to mission/identity language than to transactional pricing cues, suggesting that reinforcing the “why” at the moment of decision can increase giving behavior.