How presenting the opportunity to make a recurring gift at the moment of a person’s one-time gift transaction affects recurring gift conversion. Experiment ID: #9024

Focus on the Family

Focus on the Family is a global Christian ministry dedicated to helping families thrive. We provide help and resources for couples to build healthy marriages that reflect God's design, and for parents to raise their children according to morals and values grounded in biblical principles.

Experiment Summary

Timeframe: 4/10/2018 - 5/10/2018

On Focus on the Family’s main donation page, we hypothesized that we might be able to increase revenue and the number of recurring gifts by offering people the opportunity to turn their one-time gift into a recurring gift right at the moment of the transaction. To do this, we created a pop-up that appeared right after a person clicked on the “Make a Donation” button and before the gift was processed that asked them if they would like to make their donation a recurring gift instead. The pop-up had value proposition on it for why they should become a recurring donor and lowered the gift amount to be 60% of what their original one-time gift was. A person would either click, “No, make my original gift” or “Yes, make my gift recurring”.

Research Question

Could we increase recurring donations by offering this as an option at the moment of a person’s transaction?

Design

C: No Popup
T1: Recurring Gift Popup

Results

Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: No Popup 0.37% $0.00
T1: Recurring Gift Popup 0.60% 64.2% 99.2% $0.00

This experiment has a required sample size of 6,656 in order to be valid. Since the experiment had a total sample size of 24,340, 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
× 64.2% increase in conversion rate
× 0% increase in average gift

Key Learnings

The treatment increased recurring gifts by 64%. What this tells us is that people are willing to make a recurring gift if we clearly communicate the even greater impact they can have through their gift and give them the opportunity to do it.

When analyzing all data associated with this experiment we found that:
1. It did not significantly impact the likelihood to give a gift.
2. We were able to convert over 2% of donors that would have given a one-time gift into a long-term commitment.


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Experiment Documented by...

Kevin Peters

Kevin is the Chief Technology Officer at NextAfter. If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.