American Cornerstone Institute

How reinforcing the impact of a recurring gift impacted overall conversion

Experiment ID: #90285

American Cornerstone Institute

Experiment Summary

Timeframe: 04/04/2022 - 05/16/2022

As part of the launch of the Executive Branch survey, we wanted to find ways to motivate more donors to become ongoing monthly supporters. Historically, we had found success with making a direct recurring ask at the end of the donation page copy but it resulted in a minor decrease to overall support. We decided to test the same value proposition language but further down on the form as a way to reinforce the impact of the gift.

Research Question

We believe that adding a recurring gift value proposition for executive branch survey takers will achieve an increase in donations.


C: Control
T1: Add Statement


  Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Control 11.8% $0.00
T1: Add Statement 15.1% 28.4% 98.0% $0.00

This experiment has a required sample size of 793 in order to be valid. Since the experiment had a total sample size of 2,249, 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
× 28.4% increase in conversion rate
× 0% increase in average gift

Key Learnings

After running for over a month, we observed a 28% increase to overall donations from the added value proposition. Additionally, the number of recurring donors doubled but the sample size was small enough to not be valid (4 gifts vs. 8 gifts for the treatment). This is evidence that adding value proposition throughout the entire donation process is a great way to improve overall conversion. Even for those that didn’t select the recurring option, the call out served as a reminder of the potential impact of their gift.

It is also worth noting that the 28% increase in conversion resulted in a 20.2% increase in revenue with a 88% level of confidence.

Experiment Documented by NextAfter

Question about experiment #90285

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