Reasons to Believe

How Turning Campaign Graphics into a Plain-Text Design Affects Conversion on Donation page

Experiment ID: #155409

Reasons to Believe

Experiment Summary

Timeframe: 06/09/2023 - 07/03/2023

For Reason to Believe’s Fiscal Year End campaign, they had created an array of graphics illustrating their goals and the impact of their Scholar Community. We hypothesized that removing these graphics on the donation page in favor of a plain text design would lead to an increase in donor conversion rate. Note that any copy in the images was translated into bullet points for the plain-text treatment.

Research Question

We believe that using a plain-text donation page rather than stylized campaign graphics for RTB’s FYE campaign will achieve an increase in donor conversion rate because it positions the copy/value as being from a human..


C: Control
T1: Plain Text treatment


 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Control 5.6%
T1: Plain Text treatment 24.0%332.0% 93.2%

This experiment has a required sample size of 31 in order to be valid. Since the experiment had a total sample size of 43, and the level of confidence is not above 95% the experiment results are not valid.

Key Learnings

The key learnings from this experiment are:

Plain-text donation pages are more effective in converting donors compared to stylized campaign graphics. The treatment group experienced a 332.0% increase in donations, indicating that the plain-text design resonated better with potential donors. The plain-text design may have created a more personal and relatable experience for visitors, leading to higher engagement and donations.

The statistical level of confidence for the increase in donations is 93.2%, which is approaching the 95% threshold for validity. This suggests that further testing would be necessary to ensure the results are consistent and reliable — the test should also have a greater sample size than the 7 donations for validity.

Based on these learnings, it is recommended to continue testing and refining the plain-text donation page design. Further experimentation can be conducted to validate the results and explore additional factors that may influence donor conversion rates.

Overall, this experiment provides valuable insights for improving donor conversion rates through the use of plain-text design and a more human-centric approach. By continuing to iterate and test, the organization can optimize its donation page for better fundraising outcomes.

Experiment Documented by NextAfter

Question about experiment #155409

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