How adding value proposition to benefits impacted donor conversion rate - NextAfter
Avila Foundation

How adding value proposition to benefits impacted donor conversion rate

Experiment ID: #72882

Avila Foundation

Experiment Summary

Timeframe: 10/07/2021 - 11/14/2021

The Avila Institute was looking to improve the donor conversion rates and revenue associated with their main donation pages across both their primary website and their spiritual direction websites.

In reviewing the main donation page, we noticed that most of the page is communicating the benefits of giving at a certain level, but there isn’t much reason communicated as to WHY you should give.

Therefore, we theorized that clearly communicating the value proposition within the page copy itself on the primary donation pages for the websites in question would be the greatest place to start with experimentation.

Research Question

We believe that communicating the value proposition for main donation page visitors will achieve increase donor conversion rates.


C: Control
T1: Value Proposition Focused Variant


  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 3.2% $0.00
T1: Value Proposition Focused Variant 29.4% 811.8% 99.8% $0.00

This experiment has a required sample size of 16 in order to be valid. Since the experiment had a total sample size of 65, 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
× 811.8% increase in conversion rate
× 0% increase in average gift

Key Learnings

When combining the data from both websites, we increased donor conversion rates by +811% (with a 99.8% level of confidence) and revenue by +857.4% (with a 99.9% level of confidence) within the treatment experience.

This is a critical reminder that the reason to give is NOT a benefit (or incentive), but rather a clear articulation as to the reason WHY a donor should give to your organization instead of some other organization (or not at all).

By communicating this value proposition in this way, the Availa and Spiritual Direction website visitors were more compelled to give a gift at all, but also appeared to be more generous when they decided to give, as well.

Experiment Documented by Greg Colunga
Greg Colunga is Executive Vice President at NextAfter.

Question about experiment #72882

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