American Cornerstone Institute

How introducing “donor fees” impacts conversion

Experiment ID: #82969

American Cornerstone Institute

Experiment Summary

Timeframe: 01/21/2022 - 02/06/2022

As part of the instant donor conversion page for an education survey, ACI wanted to find a way to increase the overall revenue. One of the more popular options for nonprofits is a “donor covers fees.” The software being used, “Anedot,” had this feature so we decided to test it.

Research Question

We believe that allowing donors to pay the credit cards fees for potential donors will achieve and increase in overall revenue.

Design

C: Control
Array ( [0] => Array ( [ID] => 54888 [id] => 54888 [title] => Control.png [filename] => Control-53.png [filesize] => 164882 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53.png [link] => https://www.nextafter.com/experiments/how-introducing-donor-fees-impacts-conversion/attachment/control-png-6055/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-6055 [status] => inherit [uploaded_to] => 25530 [date] => 2023-10-13 13:16:38 [modified] => 2023-10-13 13:16:38 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1193 [height] => 1831 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-195x300.png [medium-width] => 195 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-768x1179.png [medium_large-width] => 640 [medium_large-height] => 983 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-667x1024.png [large-width] => 640 [large-height] => 983 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-1001x1536.png [1536x1536-width] => 1001 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53.png [2048x2048-width] => 1193 [2048x2048-height] => 1831 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-600x400.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-53-600x600.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-53.png [tp-image-grid-width] => 456 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-33x50.png [admin-width] => 33 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53.png [full-width] => 1193 [full-height] => 1831 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-372x571.png [thumb_372-width] => 372 [thumb_372-height] => 571 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-407x625.png [single_post_thumbnail-width] => 407 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-21x32.png [thumb_32_32-width] => 21 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-31x48.png [thumb_48_48-width] => 31 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-42x64.png [thumb_64_64-width] => 42 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-83x128.png [thumb_128_128-width] => 83 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-44x67.png [thumb_122_67-width] => 44 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-100x153.png [thumb_153_153-width] => 100 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-106x163.png [thumb_130_163-width] => 106 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-115x177.png [thumb_232_177-width] => 115 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-424x650.png [thumb_272_325-width] => 424 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-225x346.png [thumb_271_346-width] => 225 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-177x271.png [thumb_271_271-width] => 177 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-112x172.png [thumb_272_172-width] => 112 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-300x461.png [thumb_372_461-width] => 300 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-326x500.png [thumb_372_500-width] => 326 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-176x270.png [thumb_385_270-width] => 176 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-157x241.png [thumb_416_241-width] => 157 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-267x410.png [thumb_448_410-width] => 267 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-534x820.png [thumb_448_410_retina-width] => 534 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-249x382.png [thumb_574_382-width] => 249 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-257x395.png [thumb_776_395-width] => 257 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 54889 [id] => 54889 [title] => Donor_Pays_Fees.png [filename] => Donor_Pays_Fees.png [filesize] => 236604 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees.png [link] => https://www.nextafter.com/experiments/how-introducing-donor-fees-impacts-conversion/attachment/donor_pays_fees-png-15/ [alt] => [author] => 0 [description] => [caption] => [name] => donor_pays_fees-png-15 [status] => inherit [uploaded_to] => 25530 [date] => 2023-10-13 13:16:50 [modified] => 2023-10-13 13:16:50 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1171 [height] => 2177 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-161x300.png [medium-width] => 161 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-768x1428.png [medium_large-width] => 640 [medium_large-height] => 1190 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-551x1024.png [large-width] => 551 [large-height] => 1024 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-826x1536.png [1536x1536-width] => 826 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-1102x2048.png [2048x2048-width] => 1102 [2048x2048-height] => 2048 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-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/Donor_Pays_Fees-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/Donor_Pays_Fees.png [tp-image-grid-width] => 377 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-27x50.png [admin-width] => 27 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees.png [full-width] => 1171 [full-height] => 2177 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-372x692.png [thumb_372-width] => 372 [thumb_372-height] => 692 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-336x625.png [single_post_thumbnail-width] => 336 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-17x32.png [thumb_32_32-width] => 17 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-26x48.png [thumb_48_48-width] => 26 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-34x64.png [thumb_64_64-width] => 34 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-69x128.png [thumb_128_128-width] => 69 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-36x67.png [thumb_122_67-width] => 36 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-82x153.png [thumb_153_153-width] => 82 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-88x163.png [thumb_130_163-width] => 88 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-95x177.png [thumb_232_177-width] => 95 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-350x650.png [thumb_272_325-width] => 350 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-186x346.png [thumb_271_346-width] => 186 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-146x271.png [thumb_271_271-width] => 146 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-93x172.png [thumb_272_172-width] => 93 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-248x461.png [thumb_372_461-width] => 248 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-269x500.png [thumb_372_500-width] => 269 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-145x270.png [thumb_385_270-width] => 145 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-130x241.png [thumb_416_241-width] => 130 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-221x410.png [thumb_448_410-width] => 221 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-441x820.png [thumb_448_410_retina-width] => 441 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-205x382.png [thumb_574_382-width] => 205 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-212x395.png [thumb_776_395-width] => 212 [thumb_776_395-height] => 395 ) ) )
T1: Donor Pays Fees
Array ( [0] => Array ( [ID] => 54888 [id] => 54888 [title] => Control.png [filename] => Control-53.png [filesize] => 164882 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53.png [link] => https://www.nextafter.com/experiments/how-introducing-donor-fees-impacts-conversion/attachment/control-png-6055/ [alt] => [author] => 0 [description] => [caption] => [name] => control-png-6055 [status] => inherit [uploaded_to] => 25530 [date] => 2023-10-13 13:16:38 [modified] => 2023-10-13 13:16:38 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1193 [height] => 1831 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-195x300.png [medium-width] => 195 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-768x1179.png [medium_large-width] => 640 [medium_large-height] => 983 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-667x1024.png [large-width] => 640 [large-height] => 983 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-1001x1536.png [1536x1536-width] => 1001 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53.png [2048x2048-width] => 1193 [2048x2048-height] => 1831 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-600x400.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-53-600x600.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-53.png [tp-image-grid-width] => 456 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-33x50.png [admin-width] => 33 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53.png [full-width] => 1193 [full-height] => 1831 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-372x571.png [thumb_372-width] => 372 [thumb_372-height] => 571 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-407x625.png [single_post_thumbnail-width] => 407 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-21x32.png [thumb_32_32-width] => 21 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-31x48.png [thumb_48_48-width] => 31 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-42x64.png [thumb_64_64-width] => 42 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-83x128.png [thumb_128_128-width] => 83 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-44x67.png [thumb_122_67-width] => 44 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-100x153.png [thumb_153_153-width] => 100 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-106x163.png [thumb_130_163-width] => 106 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-115x177.png [thumb_232_177-width] => 115 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-424x650.png [thumb_272_325-width] => 424 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-225x346.png [thumb_271_346-width] => 225 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-177x271.png [thumb_271_271-width] => 177 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-112x172.png [thumb_272_172-width] => 112 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-300x461.png [thumb_372_461-width] => 300 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-326x500.png [thumb_372_500-width] => 326 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-176x270.png [thumb_385_270-width] => 176 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-157x241.png [thumb_416_241-width] => 157 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-267x410.png [thumb_448_410-width] => 267 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-534x820.png [thumb_448_410_retina-width] => 534 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-249x382.png [thumb_574_382-width] => 249 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Control-53-257x395.png [thumb_776_395-width] => 257 [thumb_776_395-height] => 395 ) ) [1] => Array ( [ID] => 54889 [id] => 54889 [title] => Donor_Pays_Fees.png [filename] => Donor_Pays_Fees.png [filesize] => 236604 [url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees.png [link] => https://www.nextafter.com/experiments/how-introducing-donor-fees-impacts-conversion/attachment/donor_pays_fees-png-15/ [alt] => [author] => 0 [description] => [caption] => [name] => donor_pays_fees-png-15 [status] => inherit [uploaded_to] => 25530 [date] => 2023-10-13 13:16:50 [modified] => 2023-10-13 13:16:50 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1171 [height] => 2177 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-161x300.png [medium-width] => 161 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-768x1428.png [medium_large-width] => 640 [medium_large-height] => 1190 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-551x1024.png [large-width] => 551 [large-height] => 1024 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-826x1536.png [1536x1536-width] => 826 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-1102x2048.png [2048x2048-width] => 1102 [2048x2048-height] => 2048 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-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/Donor_Pays_Fees-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/Donor_Pays_Fees.png [tp-image-grid-width] => 377 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-27x50.png [admin-width] => 27 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees.png [full-width] => 1171 [full-height] => 2177 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-372x692.png [thumb_372-width] => 372 [thumb_372-height] => 692 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-336x625.png [single_post_thumbnail-width] => 336 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-17x32.png [thumb_32_32-width] => 17 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-26x48.png [thumb_48_48-width] => 26 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-34x64.png [thumb_64_64-width] => 34 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-69x128.png [thumb_128_128-width] => 69 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-36x67.png [thumb_122_67-width] => 36 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-82x153.png [thumb_153_153-width] => 82 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-88x163.png [thumb_130_163-width] => 88 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-95x177.png [thumb_232_177-width] => 95 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-350x650.png [thumb_272_325-width] => 350 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-186x346.png [thumb_271_346-width] => 186 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-146x271.png [thumb_271_271-width] => 146 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-93x172.png [thumb_272_172-width] => 93 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-248x461.png [thumb_372_461-width] => 248 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-269x500.png [thumb_372_500-width] => 269 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-145x270.png [thumb_385_270-width] => 145 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-130x241.png [thumb_416_241-width] => 130 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-221x410.png [thumb_448_410-width] => 221 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-441x820.png [thumb_448_410_retina-width] => 441 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-205x382.png [thumb_574_382-width] => 205 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donor_Pays_Fees-212x395.png [thumb_776_395-width] => 212 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 12.0%
T1: Donor Pays Fees 7.4%-38.5% 100.0%

This experiment has a required sample size of 314 in order to be valid. Since the experiment had a total sample size of 4,194, 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
× 38.5% decrease in conversion rate
× 0% increase in average gift

Key Learnings

The biggest impact of the test was a 38.5% decrease in conversion for the “donor pays fees” option. It is worth noting that ~60% of donors opted to cover the fees but this resulted in a 3% increase to their average gift which didn’t make up for the significant decrease in overall giving.

A big takeaway from this experiment was the negative impact that adding transactional language had in the conversion process. Donating is a largely irrational action and introducing transactional language like “fees” resulted in potential donors abandoning the process

Notable changes to other metrics due to the experiment Was that overall revenue experienced a 20.5% decrease with a 95% level of confidence.


Experiment Documented by NextAfter

Question about experiment #82969

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.