How the minimum gift amount asked on a recurring pop-up impacts overall revenue Experiment ID: #18640

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: 10/5/2019 - 10/29/2019

Focus on the Family had seen significant success acquiring new recurring donors through the popup recurring gift ask. The popup was a window that would appear, prior to a gift being processed, that asked the donor to convert their one-time gift into a recurring gift. We had done several iterations of experiments on the value proposition used on the prompt but seen limited success in increasing the conversion rate. With this in mind, we decided to instead see if we could increase the average recurring gift amount by increasing the minimum donation ask. We were trying to determine the price elasticity of the minimum gift ask.

In this situation, we would potentially lower the donor conversion rate but lift overall revenue by significantly increasing average gift.

Research Question

Will changing the minimum donation amount of the recurring gift prompt from $15 to $19 increase overall revenue?

Design

C: $15 Minimum
T1: $19 Minimum

Results

Treatment Name Revenue per Visitor Relative Difference Confidence Average Gift
C: $15 Minimum $7.75 $15.75
T1: $19 Minimum $4.39 -43.3% 100.0% $19.00

This experiment was validated using 3rd party testing tools. Based upon those calculations, a significant level of confidence was met so these 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
× 53.0% decrease in conversion rate
× 20.6% increase in average gift
43.3% decrease in revenue

Key Learnings

After running this experiment for over three weeks, we found that the treatment version ($19 minimum recurring gift version) received 12 less recurring gifts than the control. And even though this minimum recurring gift amount ($19) was more than the control ($15), it would decrease annualized revenue by 43% if we put this in place.

Even though research has shown that $19 is the average gift amount for a recurring gift, we have found through this experiment that when converting a one-time gift into a recurring gift, it can have a negative effect on overall revenue and cause fewer people to convert their gift into a recurring donation.


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.