How pre-selecting the monthly recurring gift option impacts recurring donor conversion. Experiment ID: #9148

FamilyLife

FamilyLife® has been committed to helping individuals find biblical help for their marriage and family relationships. Through the Weekend to Remember® marriage getaways, FamilyLife Today® radio broadcasts, The Art of Marriage® video event, and the many other resources and content, God has used FamilyLife to restore hope for millions of couples and transform their lives.

Experiment Summary

Timeframe: 5/17/2018 - 6/2/2018

FamilyLife launched a recurring gift campaign. On the donation page they pushed people to, donors were given two options for their gift – a one-time gift, or a monthly gift. The primary goal of this campaign was to get more recurring donors. We hypothesized that we might be able to increase recurring donors if we get rid of the one-time gift check box and pre-select the monthly gift option.

Research Question

Would pre-selecting the monthly gift option increase recurring donor conversion?

Results

Treatment Name Conv. Rate Relative Difference Confidence Average Gift
C: Original with Tracking 3.3% $127.03
T1: Added Call to Action + Recurring Gift Default (1) 4.4% 33.7% 75.6% $98.20

This experiment has a required sample size of 2,331 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

We weren’t able to validate the experiment, but we did get a directional 33.7% lift in recurring donor conversion. This experiment ran during a high urgency campaign and what we found was that the increase in recurring donor conversion was much higher at the beginning of the campaign


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Experiment Documented by...

Courtney Gaines

Courtney is the Senior Director of Optimization 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.