How defaulting donation form to recurring impacts recurring donor conversion
Experiment ID: #198005
International Mission Board
Experiment Summary
Timeframe: 06/11/2025 - 06/27/2025
In an effort to generate more recurring donors for IMB, we opted to default their Bible Direct Ask donation form to recurring transactions for 50% of traffic.
The only change made on the treatment was the form default.
This test ran for about 2 weeks.
We anticipated seeing some level of increase in recurring gifts, but our goal was to also not see a large drop off in overall transactions.
Research Question
We believe that defaulting the donation page for Bible Direct Ask donation page visitors to recurring will achieve an increase in recurring donations because it reduces decision fatigue and makes it feel like the expected choice, encouraging donors to follow through with the default option.
Design
C: Default One-Time
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[thumbnail-height] => 150
[medium] => https://www.nextafter.com/wp-content/uploads/Default_Recurring-3-300x254.png
[medium-width] => 300
[medium-height] => 254
[medium_large] => https://www.nextafter.com/wp-content/uploads/Default_Recurring-3-768x651.png
[medium_large-width] => 640
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[large] => https://www.nextafter.com/wp-content/uploads/Default_Recurring-3.png
[large-width] => 640
[large-height] => 542
[1536x1536] => https://www.nextafter.com/wp-content/uploads/Default_Recurring-3.png
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[post-thumbnail] => https://www.nextafter.com/wp-content/uploads/Default_Recurring-3-150x150.png
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[thumb_372_500-width] => 372
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[thumb_385_270-width] => 319
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[thumb_416_241-width] => 284
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[thumb_448_410-width] => 448
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[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 759
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[thumb_776_395-width] => 466
[thumb_776_395-height] => 395
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[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 254
[gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Default_Recurring-3.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 339
[gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Default_Recurring-3.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 509
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Default One-Time | 0.03% | $119.81 | ||
| T1: | Default Recurring | 0.25% | 647.9% | 99.8% | $74.12 |
This experiment has a required sample size of 2,298 in order to be valid. Since the experiment had a total sample size of 11,865, 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
× 647.9% increase in conversion rate
× 38.1% decrease in average gift
362.6% increase in revenue
Key Learnings
The key learnings from this experiment are: Defaulting the donation page to recurring for Bible Direct Ask donation page visitors led to a significant increase in recurring donations by 647.9% at a valid 99.8% level of confidence. These results indicate that defaulting to recurring on a donation form will, in fact, lead to more recurring gifts on this funnel. We did see a 14.5% decrease in overall transactions at a 53% LOC, but ultimately, a recurring donor is much more valuable than an episodic donor; therefore, the overall trade-off is worth the cost. We kept the copy and value proposition consistent between the control and treatment to test how the form itself impacted recurring gifts, but in future experimentation, we plan to test using recurring language on the donation page along with a recurring defaulted form.