Care Net

How communicating the impact of a gift amount impacts overall revenue

Experiment ID: #42368

Care Net

Experiment Summary

Timeframe: 12/10/2020 - 01/27/2021

Care Net uses a traditional approach to their gift array buttons. This traditional approach simply has the gift amount on them. In an effort to increase donor conversion and, ultimately, overall revenue, we hypothesized that adding the impact of each specific gift amount might help motivate more people to give.

Research Question

Will communicating the impact each gift amount can have increase donor conversion and revenue?

Design

C: Control
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T1: New Giving Array
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https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-768x1198.png [medium_large-width] => 640 [medium_large-height] => 998 [large] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-657x1024.png [large-width] => 640 [large-height] => 998 [1536x1536] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-985x1536.png [1536x1536-width] => 985 [1536x1536-height] => 1536 [2048x2048] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-1313x2048.png [2048x2048-width] => 1313 [2048x2048-height] => 2048 [tp-image-grid] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1.png [tp-image-grid-width] => 449 [tp-image-grid-height] => 700 [post-thumbnail] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-32x50.png [admin-width] => 32 [admin-height] => 50 [full] => 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[thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-43x67.png [thumb_122_67-width] => 43 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-98x153.png [thumb_153_153-width] => 98 [thumb_153_153-height] => 153 [thumb_130_163] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-105x163.png [thumb_130_163-width] => 105 [thumb_130_163-height] => 163 [thumb_232_177] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-114x177.png [thumb_232_177-width] => 114 [thumb_232_177-height] => 177 [thumb_272_325] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-417x650.png [thumb_272_325-width] => 417 [thumb_272_325-height] => 650 [thumb_271_346] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-222x346.png [thumb_271_346-width] => 222 [thumb_271_346-height] => 346 [thumb_271_271] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-174x271.png [thumb_271_271-width] => 174 [thumb_271_271-height] => 271 [thumb_272_172] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-110x172.png [thumb_272_172-width] => 110 [thumb_272_172-height] => 172 [thumb_372_461] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-296x461.png [thumb_372_461-width] => 296 [thumb_372_461-height] => 461 [thumb_372_500] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-321x500.png [thumb_372_500-width] => 321 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-173x270.png [thumb_385_270-width] => 173 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-155x241.png [thumb_416_241-width] => 155 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-263x410.png [thumb_448_410-width] => 263 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-526x820.png [thumb_448_410_retina-width] => 526 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-245x382.png [thumb_574_382-width] => 245 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1-253x395.png [thumb_776_395-width] => 253 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1.png [gform-image-choice-sm-width] => 192 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1.png [gform-image-choice-md-width] => 257 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/New_Giving_Array-1.png [gform-image-choice-lg-width] => 385 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: Control $137.70 $379.54
T1: New Giving Array $169.07 22.8% 83.1% $450.86

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was not met so these experiment results are not valid.

Key Learnings

By changing the way the gift array were presented and adding the impact of each specific amount on the button, we saw no difference in donor conversion. That said, we saw a directional lift in overall revenue by 22.8%! Additional here are some other observations from other visitor segments in the experiment:

  • Mobile visitors had a 77.0% increase in revenue with a 92% level of confidence.
  • Email visitors had a 186.0% increase in revenue with a 93% level of confidence.
  This approach may not have gotten more people to say "yes", but it did get the people who had already made the decision to make a gift to give more generously! By seeing and understanding that they could have an even greater impact with each specific gift amount, the gift ask became less about how much they were giving, and more about how many babies and mothers considering abortion they would reach. We will want to monitor this approach as it may have a tendency to have a "novelty" effect.


Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #42368

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