How using monthly giving language and defaulting to the recurring tab in the donation form affects recurring donor conversion
Experiment ID: #169733
The Heritage Foundation
Founded in 1973, The Heritage Foundation is a research and educational institution—a think tank—whose mission is to formulate and promote conservative public policies based on the principles of free enterprise, limited government, individual freedom, traditional American values, and a strong national defense.
Experiment Summary
Timeframe: 02/13/2024 - 03/25/2024
The Heritage Foundation sends traffic to their membership renewal page through the main website menu. The goal of this page is to have previous members renew their membership to the Heritage Foundation through a one-time or monthly gift.
For this experiment, we wanted to test how adding value proposition language to the page about monthly giving would affect recurring donor conversion rates. In addition, we defaulted the tab in the donation form to the monthly giving option.
Research Question
We believe that using monthly giving value proposition and defaulting to the recurring tab in the form for lapsed Heritage members will achieve a higher recurring donor conversion rate because we capitalize on the importance of monthly giving and the impact their monthly gift will have on the organization.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 59382
[id] => 59382
[title] => 714257-108_1711462259928_Screenshot+2024-03-26+at+9.10.56 AM
[filename] => 714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM.jpg
[filesize] => 82831
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM.jpg
[link] => https://www.nextafter.com/experiments/how-using-monthly-giving-language-and-defaulting-to-the-recurring-tab-in-the-donation-form-affects-recurring-donor-conversion/attachment/714257-108_1711462259928_screenshot2024-03-26at9-10-56-am/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 714257-108_1711462259928_screenshot2024-03-26at9-10-56-am
[status] => inherit
[uploaded_to] => 58944
[date] => 2024-04-15 13:20:01
[modified] => 2024-04-15 13:20:01
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1286
[height] => 778
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-300x181.jpg
[medium-width] => 300
[medium-height] => 181
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-768x465.jpg
[medium_large-width] => 640
[medium_large-height] => 388
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-1024x619.jpg
[large-width] => 640
[large-height] => 387
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM.jpg
[1536x1536-width] => 1286
[1536x1536-height] => 778
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM.jpg
[2048x2048-width] => 1286
[2048x2048-height] => 778
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-50x30.jpg
[admin-width] => 50
[admin-height] => 30
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM.jpg
[full-width] => 1286
[full-height] => 778
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-372x225.jpg
[thumb_372-width] => 372
[thumb_372-height] => 225
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-980x593.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 593
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-32x19.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 19
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-48x29.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 29
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-64x39.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 39
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-128x77.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 77
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-111x67.jpg
[thumb_122_67-width] => 111
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-153x93.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 93
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-130x79.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 79
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-232x140.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 140
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-544x329.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 329
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-271x164.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 164
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-271x164.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 164
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-272x165.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 165
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-372x225.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 225
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-372x225.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 225
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-385x233.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 233
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-398x241.jpg
[thumb_416_241-width] => 398
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-448x271.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 271
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-896x542.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 542
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-574x347.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 347
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-653x395.jpg
[thumb_776_395-width] => 653
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 59383
[id] => 59383
[title] => 714257-108_1711462244655_Screenshot+2024-03-26+at+9.10.41 AM
[filename] => 714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM.jpg
[filesize] => 118285
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM.jpg
[link] => https://www.nextafter.com/experiments/how-using-monthly-giving-language-and-defaulting-to-the-recurring-tab-in-the-donation-form-affects-recurring-donor-conversion/attachment/714257-108_1711462244655_screenshot2024-03-26at9-10-41-am/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 714257-108_1711462244655_screenshot2024-03-26at9-10-41-am
[status] => inherit
[uploaded_to] => 58944
[date] => 2024-04-15 13:20:53
[modified] => 2024-04-15 13:20:53
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1292
[height] => 1190
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-300x276.jpg
[medium-width] => 300
[medium-height] => 276
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-768x707.jpg
[medium_large-width] => 640
[medium_large-height] => 589
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-1024x943.jpg
[large-width] => 640
[large-height] => 589
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM.jpg
[1536x1536-width] => 1292
[1536x1536-height] => 1190
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM.jpg
[2048x2048-width] => 1292
[2048x2048-height] => 1190
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-50x46.jpg
[admin-width] => 50
[admin-height] => 46
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM.jpg
[full-width] => 1292
[full-height] => 1190
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-372x343.jpg
[thumb_372-width] => 372
[thumb_372-height] => 343
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-679x625.jpg
[single_post_thumbnail-width] => 679
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-32x29.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 29
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-48x44.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 44
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-64x59.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 59
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-128x118.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 118
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-73x67.jpg
[thumb_122_67-width] => 73
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-153x141.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 141
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-130x120.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 120
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-192x177.jpg
[thumb_232_177-width] => 192
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-544x501.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 501
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-271x250.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 250
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-271x250.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 250
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-187x172.jpg
[thumb_272_172-width] => 187
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-372x343.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 343
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-372x343.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 343
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-293x270.jpg
[thumb_385_270-width] => 293
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-262x241.jpg
[thumb_416_241-width] => 262
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-445x410.jpg
[thumb_448_410-width] => 445
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-890x820.jpg
[thumb_448_410_retina-width] => 890
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-415x382.jpg
[thumb_574_382-width] => 415
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-429x395.jpg
[thumb_776_395-width] => 429
[thumb_776_395-height] => 395
) ) )
T1: Treatment 1
Array
(
[0] => Array
(
[ID] => 59382
[id] => 59382
[title] => 714257-108_1711462259928_Screenshot+2024-03-26+at+9.10.56 AM
[filename] => 714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM.jpg
[filesize] => 82831
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM.jpg
[link] => https://www.nextafter.com/experiments/how-using-monthly-giving-language-and-defaulting-to-the-recurring-tab-in-the-donation-form-affects-recurring-donor-conversion/attachment/714257-108_1711462259928_screenshot2024-03-26at9-10-56-am/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 714257-108_1711462259928_screenshot2024-03-26at9-10-56-am
[status] => inherit
[uploaded_to] => 58944
[date] => 2024-04-15 13:20:01
[modified] => 2024-04-15 13:20:01
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1286
[height] => 778
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-300x181.jpg
[medium-width] => 300
[medium-height] => 181
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-768x465.jpg
[medium_large-width] => 640
[medium_large-height] => 388
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-1024x619.jpg
[large-width] => 640
[large-height] => 387
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM.jpg
[1536x1536-width] => 1286
[1536x1536-height] => 778
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM.jpg
[2048x2048-width] => 1286
[2048x2048-height] => 778
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-50x30.jpg
[admin-width] => 50
[admin-height] => 30
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM.jpg
[full-width] => 1286
[full-height] => 778
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-372x225.jpg
[thumb_372-width] => 372
[thumb_372-height] => 225
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-980x593.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 593
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-32x19.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 19
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-48x29.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 29
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-64x39.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 39
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-128x77.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 77
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-111x67.jpg
[thumb_122_67-width] => 111
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-153x93.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 93
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-130x79.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 79
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-232x140.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 140
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-544x329.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 329
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-271x164.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 164
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-271x164.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 164
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-272x165.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 165
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-372x225.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 225
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-372x225.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 225
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-385x233.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 233
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-398x241.jpg
[thumb_416_241-width] => 398
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-448x271.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 271
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-896x542.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 542
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-574x347.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 347
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462259928_Screenshot2024-03-26at9.10.56 AM-653x395.jpg
[thumb_776_395-width] => 653
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 59383
[id] => 59383
[title] => 714257-108_1711462244655_Screenshot+2024-03-26+at+9.10.41 AM
[filename] => 714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM.jpg
[filesize] => 118285
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM.jpg
[link] => https://www.nextafter.com/experiments/how-using-monthly-giving-language-and-defaulting-to-the-recurring-tab-in-the-donation-form-affects-recurring-donor-conversion/attachment/714257-108_1711462244655_screenshot2024-03-26at9-10-41-am/
[alt] =>
[author] => 52
[description] =>
[caption] =>
[name] => 714257-108_1711462244655_screenshot2024-03-26at9-10-41-am
[status] => inherit
[uploaded_to] => 58944
[date] => 2024-04-15 13:20:53
[modified] => 2024-04-15 13:20:53
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1292
[height] => 1190
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-300x276.jpg
[medium-width] => 300
[medium-height] => 276
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-768x707.jpg
[medium_large-width] => 640
[medium_large-height] => 589
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-1024x943.jpg
[large-width] => 640
[large-height] => 589
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM.jpg
[1536x1536-width] => 1292
[1536x1536-height] => 1190
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM.jpg
[2048x2048-width] => 1292
[2048x2048-height] => 1190
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-700x700.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-50x46.jpg
[admin-width] => 50
[admin-height] => 46
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM.jpg
[full-width] => 1292
[full-height] => 1190
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-372x343.jpg
[thumb_372-width] => 372
[thumb_372-height] => 343
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-679x625.jpg
[single_post_thumbnail-width] => 679
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-32x29.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 29
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-48x44.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 44
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-64x59.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 59
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-128x118.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 118
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-73x67.jpg
[thumb_122_67-width] => 73
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-153x141.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 141
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-130x120.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 120
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-192x177.jpg
[thumb_232_177-width] => 192
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-544x501.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 501
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-271x250.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 250
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-271x250.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 250
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-187x172.jpg
[thumb_272_172-width] => 187
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-372x343.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 343
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-372x343.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 343
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-293x270.jpg
[thumb_385_270-width] => 293
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-262x241.jpg
[thumb_416_241-width] => 262
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-445x410.jpg
[thumb_448_410-width] => 445
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-890x820.jpg
[thumb_448_410_retina-width] => 890
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-415x382.jpg
[thumb_574_382-width] => 415
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/714257-108_1711462244655_Screenshot2024-03-26at9.10.41 AM-429x395.jpg
[thumb_776_395-width] => 429
[thumb_776_395-height] => 395
) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.46% | $92.94 | ||
| T1: | Treatment 1 | 2.1% | 365.2% | 99.4% | $50.82 |
This experiment has a required sample size of 359 in order to be valid. Since the experiment had a total sample size of 1,359, 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
× 365.2% increase in conversion rate
× 45.3% decrease in average gift
154.4% increase in revenue
Key Learnings
Overall, we saw a 179.1% lift in recurring donor conversion with a 96.6% level of confidence. Additionally, we saw a 24.2% decrease in one-time giving with only an 84.3% level of confidence.
The key learnings from this experiment are:
1. **Value Proposition Language Works**: Adding value proposition language about monthly giving effectively increased the conversion rate of recurring donors among lapsed Heritage Foundation members. This indicates that emphasizing the impact and importance of monthly giving can significantly influence donor behavior.
2. **Defaulting to Monthly Giving Tab Increases Conversion**: Defaulting the tab in the donation form to the monthly giving option also contributed to the increase in recurring donor conversions. By making the monthly option the default choice, it likely nudged more donors towards selecting that option.
In future experimentation, the Heritage Foundation should continue to test different strategies for increasing donations among lapsed members. They should also consider applying the learnings from this experiment, such as using value proposition language and defaulting to the desired option, in other donation campaigns to see if similar results can be achieved. Additionally, ongoing testing and optimization of donation pages and strategies will help the organization continue to improve donor conversion rates and overall fundraising success.