Luther Seminary

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.


C: Control
T1: Treatment


  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 0.00% $0.00
T1: Treatment 3.8% 100.0% 69.2%

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.

Experiment Documented by NextAfter

Question about experiment #138797

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