How continuity-based messaging affects recurring donor conversion
CaringBridge
CaringBridge offers free personal, protected websites for people to easily share updates and receive support and encouragement from their community during a health journey. Every 7 minutes, a CaringBridge website is created for someone experiencing a health event.
Experiment Summary
Timeframe: 09/08/2020 - 12/10/2020
CaringBridge had seen experiments where adding a banner with the value proposition “Support 365 days a year” had increased recurring gift conversion on donation pages. This type of language helped the donor understand the continuity of their impact, and helped make the value proposition for a monthly recurring donation by reminding the donor that their impact went far beyond that initial gift.
Since CaringBridge had a recurring-specific funnel triggered by a popup for engaged visitors, they decided to launch this experiment. They added a banner at the top of the monthly page to express this “continuity-based” message to the visitor, and split the traffic to see how it affected conversion.
Research Question
We believe that increasing continuity-based messaging for people interested in becoming a recurring donor will achieve increased donor conversion.
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.5% | ||
| T1: | With Banner | 1.8% | 16.0% | 71.9% |
This experiment has a required sample size of 20,760 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 treatment with the banner had a directional increase of 16% in converting page visitors to recurring donors. However, this sample size was too small due to the overall low conversion rate, and it did not reach statistical validity.