How defaulting to a recurring gift on an acquisition donation page, Living with Contagious Joy, impacts recurring donor conversion
Experiment ID: #196120
NextAfter
Experiment Summary
Timeframe: 03/25/2025 - 04/10/2025
To increase recurring donations, we tested defaulting to a recurring gift option on the donation page for the high-traffic “Living with Contagious Joy” acquisition funnel, an ideal setting to measure the impact of this default on donor conversion.
We hypothesized that defaulting to a recurring gift option and emphasizing the impact of monthly donations would increase the number of donors choosing recurring contributions, ultimately boosting donor retention and long-term support for the mission.
For this iteration, we configured a VWO Split URL test with a new control and a treatment page, each receiving 50% of traffic. This setup ensured users blocking VWO redirects were excluded, preventing data distortion in the control group and yielding more accurate results.
Research Question
We believe that defaulting to a recurring gift and emphasizing its broader impact for the donors will increase the number of recurring donations because it presents a manageable commitment and highlights the significance of ongoing support, encouraging more donors to commit to long-term giving.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 71419
[id] => 71419
[title] => Control.png
[filename] => Control-35.png
[filesize] => 168260
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35.png
[link] => https://www.nextafter.com/experiments/how-defaulting-to-a-recurring-gift-on-an-acquisition-donation-page-living-with-contagious-joy-impacts-recurring-donor-conversion/attachment/control-png-10207/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-10207
[status] => inherit
[uploaded_to] => 71398
[date] => 2025-04-15 16:38:06
[modified] => 2025-04-15 16:38:06
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1309
[height] => 855
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-300x196.png
[medium-width] => 300
[medium-height] => 196
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-768x502.png
[medium_large-width] => 640
[medium_large-height] => 418
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-1024x669.png
[large-width] => 640
[large-height] => 418
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35.png
[1536x1536-width] => 1309
[1536x1536-height] => 855
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35.png
[2048x2048-width] => 1309
[2048x2048-height] => 855
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-50x33.png
[admin-width] => 50
[admin-height] => 33
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35.png
[full-width] => 1309
[full-height] => 855
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-372x243.png
[thumb_372-width] => 372
[thumb_372-height] => 243
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-957x625.png
[single_post_thumbnail-width] => 957
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-32x21.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-48x31.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 31
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-64x42.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 42
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-128x84.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 84
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-103x67.png
[thumb_122_67-width] => 103
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-153x100.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 100
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-130x85.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 85
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-232x152.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 152
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-544x355.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 355
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-271x177.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 177
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-271x177.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 177
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-263x172.png
[thumb_272_172-width] => 263
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-372x243.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 243
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-372x243.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 243
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-385x251.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 251
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-369x241.png
[thumb_416_241-width] => 369
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-448x293.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 293
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-896x585.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 585
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-574x375.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 375
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-605x395.png
[thumb_776_395-width] => 605
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 196
[gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 261
[gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 392
)
)
[1] => Array
(
[ID] => 71421
[id] => 71421
[title] => Treatment.png
[filename] => Treatment-11.png
[filesize] => 175548
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11.png
[link] => https://www.nextafter.com/experiments/how-defaulting-to-a-recurring-gift-on-an-acquisition-donation-page-living-with-contagious-joy-impacts-recurring-donor-conversion/attachment/treatment-png-522/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment-png-522
[status] => inherit
[uploaded_to] => 71398
[date] => 2025-04-15 16:38:14
[modified] => 2025-04-15 16:38:14
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1315
[height] => 860
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-300x196.png
[medium-width] => 300
[medium-height] => 196
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-768x502.png
[medium_large-width] => 640
[medium_large-height] => 418
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-1024x670.png
[large-width] => 640
[large-height] => 419
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11.png
[1536x1536-width] => 1315
[1536x1536-height] => 860
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11.png
[2048x2048-width] => 1315
[2048x2048-height] => 860
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-50x33.png
[admin-width] => 50
[admin-height] => 33
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11.png
[full-width] => 1315
[full-height] => 860
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-372x243.png
[thumb_372-width] => 372
[thumb_372-height] => 243
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-956x625.png
[single_post_thumbnail-width] => 956
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-32x21.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-48x31.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 31
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-64x42.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 42
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-128x84.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 84
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-102x67.png
[thumb_122_67-width] => 102
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-153x100.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 100
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-130x85.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 85
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-232x152.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 152
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-544x356.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 356
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-271x177.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 177
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-271x177.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 177
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-263x172.png
[thumb_272_172-width] => 263
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-372x243.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 243
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-372x243.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 243
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-385x252.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 252
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-369x241.png
[thumb_416_241-width] => 369
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-448x293.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 293
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-896x586.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 586
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-574x375.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 375
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-604x395.png
[thumb_776_395-width] => 604
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 196
[gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 262
[gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 392
)
)
)
T1: Treatment
Array
(
[0] => Array
(
[ID] => 71419
[id] => 71419
[title] => Control.png
[filename] => Control-35.png
[filesize] => 168260
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35.png
[link] => https://www.nextafter.com/experiments/how-defaulting-to-a-recurring-gift-on-an-acquisition-donation-page-living-with-contagious-joy-impacts-recurring-donor-conversion/attachment/control-png-10207/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => control-png-10207
[status] => inherit
[uploaded_to] => 71398
[date] => 2025-04-15 16:38:06
[modified] => 2025-04-15 16:38:06
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1309
[height] => 855
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-300x196.png
[medium-width] => 300
[medium-height] => 196
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-768x502.png
[medium_large-width] => 640
[medium_large-height] => 418
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-1024x669.png
[large-width] => 640
[large-height] => 418
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35.png
[1536x1536-width] => 1309
[1536x1536-height] => 855
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35.png
[2048x2048-width] => 1309
[2048x2048-height] => 855
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-50x33.png
[admin-width] => 50
[admin-height] => 33
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35.png
[full-width] => 1309
[full-height] => 855
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-372x243.png
[thumb_372-width] => 372
[thumb_372-height] => 243
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-957x625.png
[single_post_thumbnail-width] => 957
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-32x21.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-48x31.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 31
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-64x42.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 42
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-128x84.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 84
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-103x67.png
[thumb_122_67-width] => 103
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-153x100.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 100
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-130x85.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 85
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-232x152.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 152
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-544x355.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 355
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-271x177.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 177
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-271x177.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 177
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-263x172.png
[thumb_272_172-width] => 263
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-372x243.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 243
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-372x243.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 243
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-385x251.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 251
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-369x241.png
[thumb_416_241-width] => 369
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-448x293.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 293
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-896x585.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 585
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-574x375.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 375
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35-605x395.png
[thumb_776_395-width] => 605
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 196
[gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 261
[gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-35.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 392
)
)
[1] => Array
(
[ID] => 71421
[id] => 71421
[title] => Treatment.png
[filename] => Treatment-11.png
[filesize] => 175548
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11.png
[link] => https://www.nextafter.com/experiments/how-defaulting-to-a-recurring-gift-on-an-acquisition-donation-page-living-with-contagious-joy-impacts-recurring-donor-conversion/attachment/treatment-png-522/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => treatment-png-522
[status] => inherit
[uploaded_to] => 71398
[date] => 2025-04-15 16:38:14
[modified] => 2025-04-15 16:38:14
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1315
[height] => 860
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-300x196.png
[medium-width] => 300
[medium-height] => 196
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-768x502.png
[medium_large-width] => 640
[medium_large-height] => 418
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-1024x670.png
[large-width] => 640
[large-height] => 419
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11.png
[1536x1536-width] => 1315
[1536x1536-height] => 860
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11.png
[2048x2048-width] => 1315
[2048x2048-height] => 860
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-600x400.png
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-600x600.png
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-50x33.png
[admin-width] => 50
[admin-height] => 33
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11.png
[full-width] => 1315
[full-height] => 860
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-372x243.png
[thumb_372-width] => 372
[thumb_372-height] => 243
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-956x625.png
[single_post_thumbnail-width] => 956
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-32x21.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 21
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-48x31.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 31
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-64x42.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 42
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-128x84.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 84
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-102x67.png
[thumb_122_67-width] => 102
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-153x100.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 100
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-130x85.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 85
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-232x152.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 152
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-544x356.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 356
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-271x177.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 177
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-271x177.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 177
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-263x172.png
[thumb_272_172-width] => 263
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-372x243.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 243
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-372x243.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 243
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-385x252.png
[thumb_385_270-width] => 385
[thumb_385_270-height] => 252
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-369x241.png
[thumb_416_241-width] => 369
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-448x293.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 293
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-896x586.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 586
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-574x375.png
[thumb_574_382-width] => 574
[thumb_574_382-height] => 375
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11-604x395.png
[thumb_776_395-width] => 604
[thumb_776_395-height] => 395
[gform-image-choice-sm] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11.png
[gform-image-choice-sm-width] => 300
[gform-image-choice-sm-height] => 196
[gform-image-choice-md] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11.png
[gform-image-choice-md-width] => 400
[gform-image-choice-md-height] => 262
[gform-image-choice-lg] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment-11.png
[gform-image-choice-lg-width] => 600
[gform-image-choice-lg-height] => 392
)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 5.8% | $34.27 | ||
| T1: | Treatment | 3.9% | -33.0% | 98.5% | $41.72 |
This experiment has a required sample size of 976 in order to be valid. Since the experiment had a total sample size of 3,001, 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
× 33.0% decrease in conversion rate
× 21.7% increase in average gift
18.4% decrease in revenue
Key Learnings
This experiment ran for 17 days and tested the impact of defaulting to a recurring gift option on the donation page within the “Living with Contagious Joy” acquisition funnel. While the treatment successfully increased recurring transactions by 313.8% with a 98.2% level of confidence, it also led to a 45.2% decrease in one-time donations, resulting in an overall 33% drop in total transactions. This indicates that although more donors opted for monthly giving when it was pre-selected, the change significantly discouraged one-time donations. Given these results, the test highlights a valuable trade-off: optimizing for recurring giving can improve long-term donor value, but may reduce total donor acquisition in the short term. Future testing could explore ways to elevate the visibility and value of monthly giving —such as using stronger messaging, layout hierarchy, or design emphasis. Additionally, tracking the retention and lifetime value of these newly acquired monthly donors will be critical to understanding if the short-term loss in total transactions is outweighed by long-term donor value.