Avila Foundation

How adding value proposition to a donation page impacted donor conversions

Experiment ID: #195241

Avila Foundation

Experiment Summary

Timeframe: 02/11/2025 - 03/10/2025

Avila is an organization that aims to draw Christians worldwide into deeper union with Christ through mystagogically oriented spiritual education and formation.

For this specific test, we tested whether enhancing the donation page copy on their Ecce Homo offer with value proposition would increase donor engagement.

Research Question

We believe that adding value proposition for Avila’s donation page viewers will achieve an increase in donor conversions because the audience will feel more aligned with the mission and goal of the Avila Foundation.

Design

C: Control
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T1: Copy Treatment
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https://www.nextafter.com/wp-content/uploads/Copy_Treatment-372x370.png [thumb_372-width] => 372 [thumb_372-height] => 370 [single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-628x625.png [single_post_thumbnail-width] => 628 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-32x32.png [thumb_32_32-width] => 32 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-48x48.png [thumb_48_48-width] => 48 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-64x64.png [thumb_64_64-width] => 64 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-128x128.png [thumb_128_128-width] => 128 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-67x67.png [thumb_122_67-width] => 67 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https://www.nextafter.com/wp-content/uploads/Copy_Treatment-173x172.png [thumb_272_172-width] => 173 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-372x370.png [thumb_372_461-width] => 372 [thumb_372_461-height] => 370 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-372x370.png [thumb_372_500-width] => 372 [thumb_372_500-height] => 370 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-271x270.png [thumb_385_270-width] => 271 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-242x241.png [thumb_416_241-width] => 242 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-412x410.png [thumb_448_410-width] => 412 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-824x820.png [thumb_448_410_retina-width] => 824 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-384x382.png [thumb_574_382-width] => 384 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment-397x395.png [thumb_776_395-width] => 397 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment.png [gform-image-choice-sm-width] => 300 [gform-image-choice-sm-height] => 298 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment.png [gform-image-choice-md-width] => 400 [gform-image-choice-md-height] => 398 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Copy_Treatment.png [gform-image-choice-lg-width] => 600 [gform-image-choice-lg-height] => 597 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 9.4% $37.77
T1: Copy Treatment 10.9% 16.6% 57.5% $43.46

This experiment has a required sample size of 2,874 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

Key Learnings:

  1. Adding a Value Proposition Increased Conversions – The treatment led to a 16.6% lift in conversions, suggesting that highlighting Avila’s mission resonated with donors.
  2. Higher Average Gift Amount – Donors in the treatment group gave more on average ($43.46 vs. $37.77), indicating that mission-driven messaging may encourage larger gifts.
  3. Results Show Potential, But Need More Testing – The 57.4% confidence level suggests further testing is needed to confirm the impact.
  4. Mission-Driven Appeals Strengthen Donor Alignment – Emphasizing Avila’s role in addressing cultural and spiritual challenges may have helped donors feel more connected.
  5. Framing Matters – Positioning donor support as essential to the mission (rather than just covering costs) likely contributed to the increase in engagement.
 

Next Steps:

  • Test with a larger sample size to improve statistical confidence.
  • Experiment with different messaging elements (e.g., urgency vs. donor impact).
  • Consider adding donor stories or incentives to further boost conversions.
 


Experiment Documented by NextAfter

Question about experiment #195241

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