Could one small button encourage more people to give?
A public policy organization tested adding a “Give Monthly” button to its website’s main navigation. The goal was to make monthly giving more visible and see if more visitors would choose to become recurring donors.
The result was surprising. The new button did not increase recurring gifts, but it did lead to a 143.8% increase in overall donation conversion. Simply presenting visitors with two clear giving options made the opportunity to give more visible and encouraged more people to take action.
This experiment shows that giving donors clear choices and autonomy in how they support your organization can lead to greater generosity.
NextAfter Minutes are powered by real fundraising experiments designed to uncover what inspires people to give. Want to go deeper? Explore our NextAfter Institute/training, dig into more Resources/experiment library, or join us at the NIO Summit to learn alongside fundraisers and digital leaders putting these ideas into practice. And if you’re ready to apply experimentation and optimization to your own fundraising, [connect with the NextAfter team] to see how we can help you grow generosity.
