How asking existing donors for a recurring donation on an instant donation page affects recurring donor conversion
Experiment ID: #138797
Luther Seminary
Experiment Summary
Timeframe: 03/03/2023 - 04/01/2023
Luther Seminary is wanting to increase the number of recurring donors they have. In order to try and get existing donors to convert to recurring donors, we decided to target their existing donors with Facebook ads that advertised their free content offers. They typically offer study guides or online courses.
We decided that 50% of traffic would see the regular instant donation page that includes value proposition around funding the next resource, and the other 50% of traffic would see an instant donation page with value proposition centered around becoming a monthly donor with the recurring tab preselected.
We made sure to only target donors by setting the audience targeting to include traffic when the utm_content contains “donors” (the name of the asset).
Research Question
We believe that changing the value proposition to a recurring donation ask on an instant donation page for existing donors will achieve a higher recurring donor conversion rate because these people are donors and have shown that they care about this organization in the past.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 51484
[id] => 51484
[title] => Control.png
[filename] => Control-4397.png
[filesize] => 658982
[url] => https://www.nextafter.com/wp-content/uploads/Control-4397.png
[link] => https://www.nextafter.com/experiments/how-asking-existing-donors-for-a-recurring-donation-on-an-instant-donation-page-affects-recurring-donor-conversion/attachment/control-png-5128/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-5128
[status] => inherit
[uploaded_to] => 51478
[date] => 2023-03-29 20:16:15
[modified] => 2023-03-29 20:16:15
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1896
[height] => 3806
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-4397-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-4397-149x300.png
[medium-width] => 149
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-4397-768x1542.png
[medium_large-width] => 640
[medium_large-height] => 1285
[large] => https://www.nextafter.com/wp-content/uploads/Control-4397-510x1024.png
[large-width] => 510
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-4397-765x1536.png
[1536x1536-width] => 765
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-4397-1020x2048.png
[2048x2048-width] => 1020
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-4397.png
[tp-image-grid-width] => 349
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-4397-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-4397-25x50.png
[admin-width] => 25
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Control-4397.png
[full-width] => 1896
[full-height] => 3806
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-4397-372x747.png
[thumb_372-width] => 372
[thumb_372-height] => 747
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-4397-311x625.png
[single_post_thumbnail-width] => 311
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-4397-16x32.png
[thumb_32_32-width] => 16
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-4397-24x48.png
[thumb_48_48-width] => 24
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-4397-32x64.png
[thumb_64_64-width] => 32
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-4397-64x128.png
[thumb_128_128-width] => 64
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-4397-33x67.png
[thumb_122_67-width] => 33
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-4397-76x153.png
[thumb_153_153-width] => 76
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-4397-81x163.png
[thumb_130_163-width] => 81
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-4397-88x177.png
[thumb_232_177-width] => 88
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-4397-324x650.png
[thumb_272_325-width] => 324
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-4397-172x346.png
[thumb_271_346-width] => 172
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-4397-135x271.png
[thumb_271_271-width] => 135
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-4397-86x172.png
[thumb_272_172-width] => 86
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-4397-230x461.png
[thumb_372_461-width] => 230
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-4397-249x500.png
[thumb_372_500-width] => 249
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-4397-135x270.png
[thumb_385_270-width] => 135
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-4397-120x241.png
[thumb_416_241-width] => 120
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-4397-204x410.png
[thumb_448_410-width] => 204
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-4397-408x820.png
[thumb_448_410_retina-width] => 408
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-4397-190x382.png
[thumb_574_382-width] => 190
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-4397-197x395.png
[thumb_776_395-width] => 197
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-4397.png
[gform-image-choice-sm-width] => 149
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-4397.png
[gform-image-choice-md-width] => 199
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-4397.png
[gform-image-choice-lg-width] => 299
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 51538
[id] => 51538
[title] => Screenshot 2023-04-03 at 9.20.35 AM
[filename] => Screenshot-2023-04-03-at-9.20.35-AM.png
[filesize] => 187571
[url] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM.png
[link] => https://www.nextafter.com/experiments/how-asking-existing-donors-for-a-recurring-donation-on-an-instant-donation-page-affects-recurring-donor-conversion/attachment/screenshot-2023-04-03-at-9-20-35-am/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => screenshot-2023-04-03-at-9-20-35-am
[status] => inherit
[uploaded_to] => 51478
[date] => 2023-04-03 14:21:04
[modified] => 2023-04-03 14:21:04
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 846
[height] => 1174
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-216x300.png
[medium-width] => 216
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-768x1066.png
[medium_large-width] => 640
[medium_large-height] => 888
[large] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-738x1024.png
[large-width] => 640
[large-height] => 888
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM.png
[1536x1536-width] => 846
[1536x1536-height] => 1174
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM.png
[2048x2048-width] => 846
[2048x2048-height] => 1174
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM.png
[tp-image-grid-width] => 504
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-36x50.png
[admin-width] => 36
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM.png
[full-width] => 846
[full-height] => 1174
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-372x516.png
[thumb_372-width] => 372
[thumb_372-height] => 516
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-450x625.png
[single_post_thumbnail-width] => 450
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-23x32.png
[thumb_32_32-width] => 23
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-35x48.png
[thumb_48_48-width] => 35
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-46x64.png
[thumb_64_64-width] => 46
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-92x128.png
[thumb_128_128-width] => 92
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-48x67.png
[thumb_122_67-width] => 48
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-110x153.png
[thumb_153_153-width] => 110
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-117x163.png
[thumb_130_163-width] => 117
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-128x177.png
[thumb_232_177-width] => 128
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-468x650.png
[thumb_272_325-width] => 468
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-249x346.png
[thumb_271_346-width] => 249
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-195x271.png
[thumb_271_271-width] => 195
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-124x172.png
[thumb_272_172-width] => 124
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-332x461.png
[thumb_372_461-width] => 332
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-360x500.png
[thumb_372_500-width] => 360
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-195x270.png
[thumb_385_270-width] => 195
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-174x241.png
[thumb_416_241-width] => 174
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-295x410.png
[thumb_448_410-width] => 295
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-591x820.png
[thumb_448_410_retina-width] => 591
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-275x382.png
[thumb_574_382-width] => 275
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-285x395.png
[thumb_776_395-width] => 285
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM.png
[gform-image-choice-sm-width] => 216
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM.png
[gform-image-choice-md-width] => 288
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM.png
[gform-image-choice-lg-width] => 432
[gform-image-choice-lg-height] => 600
)
)
)
T1: Treatment
Array
(
[0] => Array
(
[ID] => 51484
[id] => 51484
[title] => Control.png
[filename] => Control-4397.png
[filesize] => 658982
[url] => https://www.nextafter.com/wp-content/uploads/Control-4397.png
[link] => https://www.nextafter.com/experiments/how-asking-existing-donors-for-a-recurring-donation-on-an-instant-donation-page-affects-recurring-donor-conversion/attachment/control-png-5128/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-5128
[status] => inherit
[uploaded_to] => 51478
[date] => 2023-03-29 20:16:15
[modified] => 2023-03-29 20:16:15
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 1896
[height] => 3806
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-4397-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Control-4397-149x300.png
[medium-width] => 149
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Control-4397-768x1542.png
[medium_large-width] => 640
[medium_large-height] => 1285
[large] => https://www.nextafter.com/wp-content/uploads/Control-4397-510x1024.png
[large-width] => 510
[large-height] => 1024
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Control-4397-765x1536.png
[1536x1536-width] => 765
[1536x1536-height] => 1536
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Control-4397-1020x2048.png
[2048x2048-width] => 1020
[2048x2048-height] => 2048
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Control-4397.png
[tp-image-grid-width] => 349
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-4397-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Control-4397-25x50.png
[admin-width] => 25
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Control-4397.png
[full-width] => 1896
[full-height] => 3806
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Control-4397-372x747.png
[thumb_372-width] => 372
[thumb_372-height] => 747
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Control-4397-311x625.png
[single_post_thumbnail-width] => 311
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Control-4397-16x32.png
[thumb_32_32-width] => 16
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Control-4397-24x48.png
[thumb_48_48-width] => 24
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Control-4397-32x64.png
[thumb_64_64-width] => 32
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Control-4397-64x128.png
[thumb_128_128-width] => 64
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Control-4397-33x67.png
[thumb_122_67-width] => 33
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Control-4397-76x153.png
[thumb_153_153-width] => 76
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Control-4397-81x163.png
[thumb_130_163-width] => 81
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Control-4397-88x177.png
[thumb_232_177-width] => 88
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Control-4397-324x650.png
[thumb_272_325-width] => 324
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Control-4397-172x346.png
[thumb_271_346-width] => 172
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Control-4397-135x271.png
[thumb_271_271-width] => 135
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Control-4397-86x172.png
[thumb_272_172-width] => 86
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Control-4397-230x461.png
[thumb_372_461-width] => 230
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Control-4397-249x500.png
[thumb_372_500-width] => 249
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Control-4397-135x270.png
[thumb_385_270-width] => 135
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Control-4397-120x241.png
[thumb_416_241-width] => 120
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Control-4397-204x410.png
[thumb_448_410-width] => 204
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Control-4397-408x820.png
[thumb_448_410_retina-width] => 408
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Control-4397-190x382.png
[thumb_574_382-width] => 190
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Control-4397-197x395.png
[thumb_776_395-width] => 197
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Control-4397.png
[gform-image-choice-sm-width] => 149
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Control-4397.png
[gform-image-choice-md-width] => 199
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Control-4397.png
[gform-image-choice-lg-width] => 299
[gform-image-choice-lg-height] => 600
)
)
[1] => Array
(
[ID] => 51538
[id] => 51538
[title] => Screenshot 2023-04-03 at 9.20.35 AM
[filename] => Screenshot-2023-04-03-at-9.20.35-AM.png
[filesize] => 187571
[url] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM.png
[link] => https://www.nextafter.com/experiments/how-asking-existing-donors-for-a-recurring-donation-on-an-instant-donation-page-affects-recurring-donor-conversion/attachment/screenshot-2023-04-03-at-9-20-35-am/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => screenshot-2023-04-03-at-9-20-35-am
[status] => inherit
[uploaded_to] => 51478
[date] => 2023-04-03 14:21:04
[modified] => 2023-04-03 14:21:04
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://www.nextafter.com/wp-includes/images/media/default.png
[width] => 846
[height] => 1174
[sizes] => Array
(
[thumbnail] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-216x300.png
[medium-width] => 216
[medium-height] => 300
[medium_large] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-768x1066.png
[medium_large-width] => 640
[medium_large-height] => 888
[large] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-738x1024.png
[large-width] => 640
[large-height] => 888
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM.png
[1536x1536-width] => 846
[1536x1536-height] => 1174
[2048x2048] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM.png
[2048x2048-width] => 846
[2048x2048-height] => 1174
[tp-image-grid] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM.png
[tp-image-grid-width] => 504
[tp-image-grid-height] => 700
[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-36x50.png
[admin-width] => 36
[admin-height] => 50
[full] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM.png
[full-width] => 846
[full-height] => 1174
[thumb_372] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-372x516.png
[thumb_372-width] => 372
[thumb_372-height] => 516
[single_post_thumbnail] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-450x625.png
[single_post_thumbnail-width] => 450
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-23x32.png
[thumb_32_32-width] => 23
[thumb_32_32-height] => 32
[thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-35x48.png
[thumb_48_48-width] => 35
[thumb_48_48-height] => 48
[thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-46x64.png
[thumb_64_64-width] => 46
[thumb_64_64-height] => 64
[thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-92x128.png
[thumb_128_128-width] => 92
[thumb_128_128-height] => 128
[thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-48x67.png
[thumb_122_67-width] => 48
[thumb_122_67-height] => 67
[thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-110x153.png
[thumb_153_153-width] => 110
[thumb_153_153-height] => 153
[thumb_130_163] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-117x163.png
[thumb_130_163-width] => 117
[thumb_130_163-height] => 163
[thumb_232_177] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-128x177.png
[thumb_232_177-width] => 128
[thumb_232_177-height] => 177
[thumb_272_325] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-468x650.png
[thumb_272_325-width] => 468
[thumb_272_325-height] => 650
[thumb_271_346] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-249x346.png
[thumb_271_346-width] => 249
[thumb_271_346-height] => 346
[thumb_271_271] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-195x271.png
[thumb_271_271-width] => 195
[thumb_271_271-height] => 271
[thumb_272_172] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-124x172.png
[thumb_272_172-width] => 124
[thumb_272_172-height] => 172
[thumb_372_461] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-332x461.png
[thumb_372_461-width] => 332
[thumb_372_461-height] => 461
[thumb_372_500] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-360x500.png
[thumb_372_500-width] => 360
[thumb_372_500-height] => 500
[thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-195x270.png
[thumb_385_270-width] => 195
[thumb_385_270-height] => 270
[thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-174x241.png
[thumb_416_241-width] => 174
[thumb_416_241-height] => 241
[thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-295x410.png
[thumb_448_410-width] => 295
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-591x820.png
[thumb_448_410_retina-width] => 591
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-275x382.png
[thumb_574_382-width] => 275
[thumb_574_382-height] => 382
[thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM-285x395.png
[thumb_776_395-width] => 285
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM.png
[gform-image-choice-sm-width] => 216
[gform-image-choice-sm-height] => 300
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM.png
[gform-image-choice-md-width] => 288
[gform-image-choice-md-height] => 400
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Screenshot-2023-04-03-at-9.20.35-AM.png
[gform-image-choice-lg-width] => 432
[gform-image-choice-lg-height] => 600
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.00% | $0.00 | ||
| T1: | Treatment | 3.8% | 100.0% | 69.2% | $0.00 |
This experiment has a required sample size of 91 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
The recurring ask instant donation page saw a 3.8% lift in recurring conversion with a 69.2% level of confidence. But this is only factoring in one gift. We did see a 74.4% decrease in overall giving with a 97.6% level of confidence for one-time donations. Due to this experiment running for over a month, we decided to turn it off. The traffic to this experiment was very low because this ad was in a multi-offer campaign specifically targeting existing donors. Although we did not see a valid increase or decrease in recurring giving, we do believe the recurring ask negatively affected giving all together. We would like to test this experiment again for an offer that is receiving more traffic.