How defaulting a form to monthly & adding a monthly callout affects donor conversion.
Experiment ID: #199261
Focus on the Family
Experiment Summary
Timeframe: 08/19/2025 - 08/29/2025
Focus on the Family (FOTF) uses free video series offers, promoted primarily on Facebook and Instagram, to acquire new subscribers and donors. These campaigns have recently become highly efficient at driving new support, as optimizations significantly lowered the gross cost per donor (GCPD) and increased the volume of one-time donors acquired.
With this success, the team sought to improve the quality of donor acquisition by increasing the number of recurring donors acquired through this same channel. The key question: could making monthly giving more visually and textually prominent on the donation form encourage more people to begin a recurring commitment at the point of acquisition?
The Control used the standard acquisition donation form, which defaulted to a $30 one-time gift and contained no additional monthly-specific messaging.
The Treatment donation form was identical in design and copy but defaulted to $30 monthly giving. It also added a callout above the form that read:
“Would you consider a monthly donation? Your monthly gift of $30 will enable 50 people every month to get signed up for this free video series.”
The test ran across all active video series acquisition donation pages for 10 days.
Research Question
We believe that defaulting the donation form to Monthly giving and adding a clear, impact-focused callout for users on acquisition offer donation pages will achieve an increase in monthly donor conversion because default bias nudges people toward the pre-selected choice, while a tangible impact message increases perceived efficacy and reduces decision friction—making monthly giving feel both easier and more meaningful.
Design
C: Control
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T1: Monthly Call-out + Monthly Default
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)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.33% | $32.89 | ||
| T1: | Monthly Call-out + Monthly Default | 0.96% | 187.7% | 99.9% | $35.93 |
This experiment has a required sample size of 1,253 in order to be valid. Since the experiment had a total sample size of 7,734, 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
× 187.7% increase in conversion rate
× 9.3% increase in average gift
214.4% increase in revenue
Key Learnings
Defaulting the donation form to Monthly and adding an impact-focused callout led to a 187.7% increase in monthly gifts (99.9% confidence), showing that defaults and impact framing can strongly influence recurring donor acquisition. The average gift also increased slightly ($33 → $36), though not with statistical confidence.
At the same time, one-time gifts decreased by 34.2% (99.9% confidence). However, this is because many of the people who would have given a one-time donation chose to give a monthly gift instead.
The takeaway: monthly defaults can meaningfully grow recurring donors but risk suppressing one-time gifts. Whether this is a net positive depends on the lifetime value of new monthly donors compared to the lost one-time gifts.
Future tests could evaluate long-term revenue impact, try highlighting monthly giving without changing the default, or explore post-donation monthly upgrade prompts.