Not Valid How “impact language” affects donor conversion

Date Added: September 22, 2019 Research Partner: CaringBridge Element tested: Donation Page Copy

CaringBridge's main donation page had always been difficult to test, since it had a relatively low volume of traffic and a relatively high conversion rate. However, they didn't want settle for "good enough", so they kept testing. The control copy asked "What does CaringBridge mean to you" and had a highly personal appeal that proposed various emotions that might be brought to the surface when one uses CaringBridge. They wanted to test "impact language" that talked about what CaringBridge does instead of what it means to the individual viewer. They drafted new copy that very simply told the viewer what would happen when they gave—loved ones would be connected.

View the experiment »


Not Valid How clarifying the steps of a donation form impacted donor conversion

Date Added: September 22, 2019 Research Partner: Focus on the Family Element tested: Donation Page Form

The monthly recurring donor page for Focus on the Family had held a relatively low conversion rate when compared to other donation pages. After running more than five experiments, we had not been able to statistically improve overall results. After testing several value propositions, advertising to the page, and even adding additional functionality (live chat), we decided to shift focus to the form itself. Based upon learnings we had seen with similar organizations, we decided to try modifying the form headers to add clarity on the purpose of each section. We also numbered the headlines to help move the user down the page.

View the experiment »


1,083.9% lift How the membership offer increased new donor conversion rates from Facebook

Date Added: September 22, 2019 Research Partner: Alliance Defending Freedom Element tested: Donation Page Headline, Donation Page Copy

As a part of experimenting with ADF's membership offer, we wanted to test a direct donation appeal from Facebook audiences being driven directly into the membership offer page. The experiment had a fixed budget and the goal was to determine the viability of the membership offer in terms of acquiring new donors. 

We decided to compare our fixed budget (once spent) and the results it generated against the "first x dollars spent" (that matched the budget) in two similar (and recently launched) offers to see if we could glean insight into how membership performed as a new donor acquisition offer.



View the experiment »


90.8% lift How a visual reminder of a daily goal impacts donor conversion

Date Added: September 22, 2019 Research Partner: Buckner International Element tested: Donation Page Design

Buckner International was running a fundraising campaign around their Shoes for Orphan Souls. The majority of the efforts were taking place via email but we decided to see if we could also drive additional traffic to the donation page by setting a daily goal and reporting on it via a sticky bar. This sticky bar would be shown throughout the Buckner website and would point to a Shoes donation page. 

After setting up the advertising, we had the hypothesis that adding the sticky bar on to the donation page may serve as a visual reminder for those coming from the website and could also serve to motivate individuals coming from email. We decided to test this hypothesis for the duration of the campaign.



View the experiment »


-51.1% drop How the suggested gift amount impacts donor conversion and revenue

Date Added: September 22, 2019 Research Partner: Focus on the Family Element tested: Donation Page Form

Focus on the Family has developed a bunch of video series that they use as acquisition offers using paid media to promote them. Once a person signs up for the offer, they are taken to an instant donation page. On this page, we offer them a premium to get if they make a gift of $50 or more. We hypothesized that we might be able to increase donor conversion if we lowered the suggested gift amount to $35. We wanted to see if we could increase donor conversion while still keeping the revenue at the same amount or more by increasing the number of donors. We tested the $50 suggested gift against a $35 suggested gift, change the number of people that they would reach with their gift amount, but didn't change any other copy on the page.

View the experiment »


17.4% lift How using a suggested gift array on a primary donation page impacts donor conversion

Date Added: September 22, 2019 Research Partner: EWTN Element tested: Donation Page Form

On EWTN’s primary donation page, the donation form had historically used an open gift field. The open gift array is an option that has proven successful for certain types of organizations and in certain locations. However, we have also found that providing a gift array can help reduce decision friction which can increase conversion rate.

To determine what would work best for EWTN, we decided to set up an experiment on the primary donation form.



View the experiment »


Not Valid How a radical redesign impacted the Shoes for Orphan Souls donation page

Date Added: August 16, 2019 Research Partner: Buckner International Element tested: Donation Page Form

Based upon the low traffic volume to the Shoes for Orphan Souls donation page, we knew that we would need to try something radical in order to validate an experiment. With this in mind, we decided to launch a radical redesign of the page in conjunction with a similar experiment on Buckner's main donation page. Both experiments tested similar elements:

  • We modified the form headers to be numbers steps instead of just labels.
  • We removed the gift array which we've seen help with organizations that have a large volume of mid-level and major donors
  • We increased the perceived security near the credit card form
  • We reiterated the gift size and impact near the donation button


View the experiment »


-41.1% drop How a radical redesign of the main donation form impacted giving

Date Added: August 16, 2019 Research Partner: Buckner International Element tested: Donation Page Form

Given the volume of traffic and the average gift size, we have struggled to validate an experiment on Buckner's main donation form in the past. With this in mind, we decided to test out a radical new donation form that changed multiple elements that we've seen work in the past with similar organizations. Specifically, we made the following changes:

  • We modified the form headers to be numbers steps instead of just labels.
  • We removed the gift array which we've seen help with organizations that have a large volume of mid-level and major donors
  • We increased the perceived security near the credit card form
  • We reiterated the gift size and impact near the donation button


View the experiment »


Not Valid How a radical donation page treatment impacts acquisition revenue

Date Added: August 16, 2019 Research Partner: Buckner International Element tested: Donation Page Form

After running for nearly six months, we had not been able to achieve a statistically significant lift to the donation page used with Buckner's 7 Scripture offer. After multiple iterative approaches, we decided to test a radical redesign of the page. We combined multiple factors based upon positive results seen with similar organizations. The down side to this approach is that it makes it difficult to isolate exactly what helped move the needle if a lift is achieved. However, the overall goal was to lift revenue and if that could be achieved then knowing the exact reason for the lift became less important.

View the experiment »


11.4% lift How decision friction impacts donor conversion

Date Added: August 16, 2019 Research Partner: Billy Graham Evangelistic Association Element tested: Donation Page Design, Donation Page Form

On BGEA's primary donation page, they offer people 14 different gift designations to choose from during the first step in their donation process. In an effort to optimize the giving experience and increase donor conversion, we previously tested removing all of the gift designation hypothesized narrowing down the number of gift designation options to the top five. Using historical giving data, we pulled the top five designations and developed a treatment that featured just those five. People would still be able to see the other 9 options if they wanted by clicking the "See more>>" link. We also developed another variation of the treatment that emphasized the top giving option as the "Most Urgent" need and removed the imagery and copy from the rest of the gift designations.

View the experiment »