Evaluating the Impact of Adding a One-Time Gift Option to a Recurring Gift Slide-Up on Transaction Volume
Experiment ID: #195401
A Public Media Organization
Experiment Summary
Timeframe: 02/08/2025 - 02/14/2025
This experiment was conducted for WUNC, a public radio station serving North Carolina, during their February Fund Drive. We aimed to test two different slide-ups: one was a previous version that encouraged prospects to make a sustaining gift, while in the test version, we added an option for a one-time gift to see if it would result in more overall gifts, including sustaining contributions.
Everything else remained the same.
Research Question
We believe that adding a one-time gift option to the slide-up will lead to more transactions overall, while maintaining a similar number of sustaining gifts. This approach is designed to attract individuals who may not be ready to commit to a sustaining gift, while still capturing those who were already inclined to make a sustaining contribution.
Design
C: Control
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 2.1% | ||
| T1: | Treatment #1 | 0.90% | -58.0% | 100.0% |
This experiment has a required sample size of 738 in order to be valid. Since the experiment had a total sample size of 5,015, 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
× 58.0% decrease in conversion rate
× 0% increase in average gift
Key Learnings
In conclusion, the results of this experiment indicate that the control version, which emphasized monthly sustaining donations, outperformed the treatment version, which included both one-time and sustaining gift options. The control version resulted in 53 gifts generating $1,510 in revenue, compared to the treatment version's 23 gifts and $595 in revenue.
Breaking down the results further:
- The control version had 15 one-time gifts and 38 recurring gifts.
- The treatment version had 6 one-time gifts and 17 recurring gifts.
- The control version also saw more first-time gifts, with 35 first-time gifts compared to the treatment's 13.
A key finding was that the control version resulted in a 58% higher donation volume for all traffic compared to the treatment version, with 100% statistical confidence. This suggests that focusing solely on sustaining donations was more effective in driving contributions, as the addition of a one-time gift option did not increase the total number of donations.
Additionally, four sustainers made another one-time donation, and all of them donated through the control version.
Moving forward, it would be beneficial to continue emphasizing the importance and impact of monthly sustaining gifts, as this approach appears to resonate more effectively with prospects. Further testing could explore different messaging strategies and donation options to identify the most effective combination for future fundraising campaigns. These insights will be key to optimizing WUNC's approach to maximizing donations in the future.