How the addition of the recurring interrupter on acquisition pages impacts donor conversion
Experiment ID: #199560
Moody Radio
Experiment Summary
Ended On: 09/08/2025
To strengthen Moody’s monthly partner program, we introduced a recurring gift interrupter on Moody Radio’s acquisition giving pages.
This interrupter was displayed to donors initiating a one-time gift under $250, with a dynamic ask based on their original selection:
$200–$250 gift → Suggested $25 monthly commitment
$100–$199 gift → Suggested $15 monthly commitment
Under $100 gift → Suggested $10 monthly commitment
The primary goal was to increase the number of Moody Radio’s monthly partners—building sustainable revenue—while ensuring there was no negative impact on overall one-time giving transactions.
Research Question
We believe that the addition of the recurring interrupter for Moody Radio acquisition giving page visitors will achieve an increase in recurring giving without negatively impacting overall transactions because it invites donors to commit to a smaller gift today that multiplies into greater long-term impact, we can grow recurring revenue without reducing immediate generosity. because it invites donors to commit to a smaller gift today that multiplies into greater long-term impact, we can grow recurring revenue without reducing immediate generosity.
Design
C: Control
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.05% | ||
| T1: | Treatment #1 | 0.17% | 217.7% | 98.3% |
This experiment has a required sample size of 6,353 in order to be valid. Since the experiment had a total sample size of 18,813, 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
Ă— 217.7% increase in conversion rate
Ă— 0% increase in average gift
Key Learnings
The key findings from this experiment demonstrate that adding a recurring gift interrupter to Moody Radio’s acquisition giving pages led to a 217.7% increase in monthly donations with a 98.3% level of statistical confidence. This shows that inviting donors—who initially intended to give a one-time gift under $250—to consider a smaller monthly commitment successfully grew the number of monthly partners without reducing one-time giving.
Importantly, overall transactions were not negatively affected. In fact, we observed a 1.7% increase in total transactions (18.8% LOC), providing further evidence that the interrupter did not harm conversion rates on the giving page.
In future experimentation, it is important to continue implementing similar strategies that encourage donors to consider converting their one-time gifts into recurring monthly commitments. This can be achieved by carefully tailoring the suggested monthly amounts based on the original one-time gift selection, as demonstrated in this experiment. Additionally, it would be beneficial to further analyze donor behavior and preferences to continue optimizing the recurring gift interrupter for maximum effectiveness. By leveraging the success of this experiment and continuously testing and refining our approaches, we can further grow Moody Radio’s monthly partner program and enhance sustainable revenue for the organization.