How preselecting the gift frequency and gift amount on a giving form impacts donor conversion metrics
Experiment ID: #199324
Moody Radio
Experiment Summary
Timeframe: 08/19/2025 - 08/24/2025
Moody Bible’s giving forms have historically been designed without pre-selected gift frequencies or amounts. While this has always been their standard setup, it differs from many other donation platforms where defaults are commonly used.
To test whether defaults could reduce decision friction and encourage giving, we introduced two pre-selections:
- Gift frequency: defaulted to one-time
- Gift amount: defaulted to the lowest option in the gift array ($25)
Our goal was to streamline the donor experience—minimizing effort and uncertainty—while also testing whether this change could increase overall conversion and potentially lift the average gift amount.
Research Question
We believe that preselecting and expanding the gift array for Today in the Word acquisition giving page visitors will achieve an increase in donor conversion metrics because it will help reduce decision friction for donors by clearly presenting the preferred giving frequency and gift size within the acquisition funnel .
Design
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)
)
)
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 1.6% | $10.00 | ||
| T1: | Variation 1 | 9.1% | 454.5% | 94.4% | $21.67 |
This experiment has a required sample size of 72 in order to be valid. Since the experiment had a total sample size of 127, and the level of confidence is not above 95% the experiment results are not valid.
Key Learnings
This experiment demonstrated that pre-selecting gift frequency and amount—combined with expanding the gift array options—produced a significant lift in donor conversion metrics.
- The treatment group outperformed the control with a 454.5% increase in Transactions for All Traffic (94.4% LOC) and a 1,015% increase in Revenue (100% LOC).
- Notably, while the sample size was small, the treatment showed no negative impact on transactions or revenue, indicating a clear positive response from Today in the Word’s audience.
- The average gift amount also increased by 116.7%, confirming our hypothesis that the treatment would encourage larger donations.