The Heritage Foundation

How naming the recurring gift option impacts recurring giving

Experiment ID: #49921

The Heritage Foundation

Experiment Summary

Timeframe: 02/01/2021 - 03/15/2021

For the Heritage Kickoff campaign, we wanted to try to re-validate an experiment that had been run in the prior year. We had found that there was no statistically significant impact to using the tabbed donation form. However, we had the hypothesis that if we called out the recurring gift option and gave a reason for giving it, we would be able to increase recurring givers.

Research Question

We believe that emphasizing the recurring gift option for high urgency campaign visitors will achieve increased recurring donor acquisition.

Design

C: Control
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T1: Call out
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https://www.nextafter.com/wp-content/uploads/Call_out-195x625.png [single_post_thumbnail-width] => 195 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://www.nextafter.com/wp-content/uploads/Call_out-10x32.png [thumb_32_32-width] => 10 [thumb_32_32-height] => 32 [thumb_48_48] => https://www.nextafter.com/wp-content/uploads/Call_out-15x48.png [thumb_48_48-width] => 15 [thumb_48_48-height] => 48 [thumb_64_64] => https://www.nextafter.com/wp-content/uploads/Call_out-20x64.png [thumb_64_64-width] => 20 [thumb_64_64-height] => 64 [thumb_128_128] => https://www.nextafter.com/wp-content/uploads/Call_out-40x128.png [thumb_128_128-width] => 40 [thumb_128_128-height] => 128 [thumb_122_67] => https://www.nextafter.com/wp-content/uploads/Call_out-21x67.png [thumb_122_67-width] => 21 [thumb_122_67-height] => 67 [thumb_153_153] => https://www.nextafter.com/wp-content/uploads/Call_out-48x153.png [thumb_153_153-width] => 48 [thumb_153_153-height] => 153 [thumb_130_163] => 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https://www.nextafter.com/wp-content/uploads/Call_out-156x500.png [thumb_372_500-width] => 156 [thumb_372_500-height] => 500 [thumb_385_270] => https://www.nextafter.com/wp-content/uploads/Call_out-84x270.png [thumb_385_270-width] => 84 [thumb_385_270-height] => 270 [thumb_416_241] => https://www.nextafter.com/wp-content/uploads/Call_out-75x241.png [thumb_416_241-width] => 75 [thumb_416_241-height] => 241 [thumb_448_410] => https://www.nextafter.com/wp-content/uploads/Call_out-128x410.png [thumb_448_410-width] => 128 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://www.nextafter.com/wp-content/uploads/Call_out-256x820.png [thumb_448_410_retina-width] => 256 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://www.nextafter.com/wp-content/uploads/Call_out-119x382.png [thumb_574_382-width] => 119 [thumb_574_382-height] => 382 [thumb_776_395] => https://www.nextafter.com/wp-content/uploads/Call_out-123x395.png [thumb_776_395-width] => 123 [thumb_776_395-height] => 395 [gform-image-choice-sm] => https://www.nextafter.com/wp-content/uploads/Call_out.png [gform-image-choice-sm-width] => 94 [gform-image-choice-sm-height] => 300 [gform-image-choice-md] => https://www.nextafter.com/wp-content/uploads/Call_out.png [gform-image-choice-md-width] => 125 [gform-image-choice-md-height] => 400 [gform-image-choice-lg] => https://www.nextafter.com/wp-content/uploads/Call_out.png [gform-image-choice-lg-width] => 187 [gform-image-choice-lg-height] => 600 ) ) )

Results

  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 0.89% $0.00
T1: Call out 1.2% 38.4% 99.5% $0.00

This experiment has a required sample size of 6,903 in order to be valid. Since the experiment had a total sample size of 28,175, 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
× 38.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

After running for the length of the campaign, we discovered the emphasizing the Leaders Club option via a tabbed form call out increased recurring gifts by 38% without any negative impact on overall conversion rate. This is something to be utilized in future campaigns and retested on the primary donation pages.

Observations of the impact on other visitor segments in the experiment:

  • Desktop visitors had a 33.9% increase in thf - monthly recurring donor (any) with a 96% level of confidence.
  • Mobile visitors had a 62.0% increase in thf - monthly recurring donor (any) with a 98% level of confidence.
  • Returning visitors had an 87.7% increase in thf - monthly recurring donor (any) with a 100% level of confidence.
  • Housefile Email visitors had a 35.8% increase in thf - monthly recurring donor (any) with a 99% level of confidence.
  • Internal Links visitors had a 117.1% increase in thf - monthly recurring donor (any) with a 93% level of confidence.


Experiment Documented by NextAfter

Question about experiment #49921

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