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: #3980
Focus on the Family
Experiment Summary
Timeframe: 04/10/2018 - 05/10/2018
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
Array
(
[0] => Array
(
[ID] => 34786
[id] => 34786
[title] => No_Popup.jpg
[filename] => No_Popup-6.jpg
[filesize] => 172955
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6.jpg
[link] => https://www.nextafter.com/experiments/how-presenting-the-opportunity-to-make-a-recurring-gift-at-the-moment-of-a-persons-one-time-gift-transaction-affects-recurring-gift-conversion/attachment/no_popup-jpg-9/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => no_popup-jpg-9
[status] => inherit
[uploaded_to] => 15043
[date] => 2022-10-12 16:59:35
[modified] => 2022-10-12 16:59:35
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 2196
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-197x300.jpg
[medium-width] => 197
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-768x1171.jpg
[medium_large-width] => 640
[medium_large-height] => 976
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-671x1024.jpg
[large-width] => 640
[large-height] => 977
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-1007x1536.jpg
[1536x1536-width] => 1007
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-1343x2048.jpg
[2048x2048-width] => 1343
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6.jpg
[tp-image-grid-width] => 459
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-33x50.jpg
[admin-width] => 33
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6.jpg
[full-width] => 1440
[full-height] => 2196
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-372x567.jpg
[thumb_372-width] => 372
[thumb_372-height] => 567
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-410x625.jpg
[single_post_thumbnail-width] => 410
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-21x32.jpg
[thumb_32_32-width] => 21
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-31x48.jpg
[thumb_48_48-width] => 31
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-42x64.jpg
[thumb_64_64-width] => 42
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-84x128.jpg
[thumb_128_128-width] => 84
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-44x67.jpg
[thumb_122_67-width] => 44
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-100x153.jpg
[thumb_153_153-width] => 100
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-107x163.jpg
[thumb_130_163-width] => 107
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-116x177.jpg
[thumb_232_177-width] => 116
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-426x650.jpg
[thumb_272_325-width] => 426
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-227x346.jpg
[thumb_271_346-width] => 227
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-178x271.jpg
[thumb_271_271-width] => 178
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-113x172.jpg
[thumb_272_172-width] => 113
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-302x461.jpg
[thumb_372_461-width] => 302
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-328x500.jpg
[thumb_372_500-width] => 328
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-177x270.jpg
[thumb_385_270-width] => 177
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-158x241.jpg
[thumb_416_241-width] => 158
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-269x410.jpg
[thumb_448_410-width] => 269
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-538x820.jpg
[thumb_448_410_retina-width] => 538
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-250x382.jpg
[thumb_574_382-width] => 250
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-259x395.jpg
[thumb_776_395-width] => 259
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 34788
[id] => 34788
[title] => Recurring_Gift_Popup.jpg
[filename] => Recurring_Gift_Popup-13.jpg
[filesize] => 82417
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13.jpg
[link] => https://www.nextafter.com/experiments/how-presenting-the-opportunity-to-make-a-recurring-gift-at-the-moment-of-a-persons-one-time-gift-transaction-affects-recurring-gift-conversion/attachment/recurring_gift_popup-jpg-11/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => recurring_gift_popup-jpg-11
[status] => inherit
[uploaded_to] => 15043
[date] => 2022-10-12 17:00:07
[modified] => 2022-10-12 17:00:07
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1091
[height] => 473
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-300x130.jpg
[medium-width] => 300
[medium-height] => 130
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-768x333.jpg
[medium_large-width] => 640
[medium_large-height] => 278
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-1024x444.jpg
[large-width] => 640
[large-height] => 278
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13.jpg
[1536x1536-width] => 1091
[1536x1536-height] => 473
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13.jpg
[2048x2048-width] => 1091
[2048x2048-height] => 473
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-600x473.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 473
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 303
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-50x22.jpg
[admin-width] => 50
[admin-height] => 22
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13.jpg
[full-width] => 1091
[full-height] => 473
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-372x161.jpg
[thumb_372-width] => 372
[thumb_372-height] => 161
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-980x425.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 425
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-32x14.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 14
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-48x21.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 21
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-64x28.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 28
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-128x55.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 55
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-122x53.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 53
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-153x66.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 66
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-130x56.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 56
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-232x101.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 101
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-544x236.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 236
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-271x117.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 117
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-271x117.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 117
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-272x118.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 118
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-372x161.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 161
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-372x161.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 161
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-385x167.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 167
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-416x180.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 180
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-448x194.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 194
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-896x388.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 388
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-574x249.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 249
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-776x336.jpg
[thumb_776_395-width] => 776
[thumb_776_395-height] => 336
) ) )
T1: Recurring Gift Popup
Array
(
[0] => Array
(
[ID] => 34786
[id] => 34786
[title] => No_Popup.jpg
[filename] => No_Popup-6.jpg
[filesize] => 172955
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6.jpg
[link] => https://www.nextafter.com/experiments/how-presenting-the-opportunity-to-make-a-recurring-gift-at-the-moment-of-a-persons-one-time-gift-transaction-affects-recurring-gift-conversion/attachment/no_popup-jpg-9/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => no_popup-jpg-9
[status] => inherit
[uploaded_to] => 15043
[date] => 2022-10-12 16:59:35
[modified] => 2022-10-12 16:59:35
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1440
[height] => 2196
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-197x300.jpg
[medium-width] => 197
[medium-height] => 300
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-768x1171.jpg
[medium_large-width] => 640
[medium_large-height] => 976
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-671x1024.jpg
[large-width] => 640
[large-height] => 977
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-1007x1536.jpg
[1536x1536-width] => 1007
[1536x1536-height] => 1536
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-1343x2048.jpg
[2048x2048-width] => 1343
[2048x2048-height] => 2048
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-600x600.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 600
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6.jpg
[tp-image-grid-width] => 459
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-33x50.jpg
[admin-width] => 33
[admin-height] => 50
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6.jpg
[full-width] => 1440
[full-height] => 2196
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-372x567.jpg
[thumb_372-width] => 372
[thumb_372-height] => 567
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-410x625.jpg
[single_post_thumbnail-width] => 410
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-21x32.jpg
[thumb_32_32-width] => 21
[thumb_32_32-height] => 32
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-31x48.jpg
[thumb_48_48-width] => 31
[thumb_48_48-height] => 48
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-42x64.jpg
[thumb_64_64-width] => 42
[thumb_64_64-height] => 64
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-84x128.jpg
[thumb_128_128-width] => 84
[thumb_128_128-height] => 128
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-44x67.jpg
[thumb_122_67-width] => 44
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-100x153.jpg
[thumb_153_153-width] => 100
[thumb_153_153-height] => 153
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-107x163.jpg
[thumb_130_163-width] => 107
[thumb_130_163-height] => 163
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-116x177.jpg
[thumb_232_177-width] => 116
[thumb_232_177-height] => 177
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-426x650.jpg
[thumb_272_325-width] => 426
[thumb_272_325-height] => 650
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-227x346.jpg
[thumb_271_346-width] => 227
[thumb_271_346-height] => 346
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-178x271.jpg
[thumb_271_271-width] => 178
[thumb_271_271-height] => 271
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-113x172.jpg
[thumb_272_172-width] => 113
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-302x461.jpg
[thumb_372_461-width] => 302
[thumb_372_461-height] => 461
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-328x500.jpg
[thumb_372_500-width] => 328
[thumb_372_500-height] => 500
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-177x270.jpg
[thumb_385_270-width] => 177
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-158x241.jpg
[thumb_416_241-width] => 158
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-269x410.jpg
[thumb_448_410-width] => 269
[thumb_448_410-height] => 410
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-538x820.jpg
[thumb_448_410_retina-width] => 538
[thumb_448_410_retina-height] => 820
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-250x382.jpg
[thumb_574_382-width] => 250
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/No_Popup-6-259x395.jpg
[thumb_776_395-width] => 259
[thumb_776_395-height] => 395
) ) [1] => Array
(
[ID] => 34788
[id] => 34788
[title] => Recurring_Gift_Popup.jpg
[filename] => Recurring_Gift_Popup-13.jpg
[filesize] => 82417
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13.jpg
[link] => https://www.nextafter.com/experiments/how-presenting-the-opportunity-to-make-a-recurring-gift-at-the-moment-of-a-persons-one-time-gift-transaction-affects-recurring-gift-conversion/attachment/recurring_gift_popup-jpg-11/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => recurring_gift_popup-jpg-11
[status] => inherit
[uploaded_to] => 15043
[date] => 2022-10-12 17:00:07
[modified] => 2022-10-12 17:00:07
[menu_order] => 0
[mime_type] => image/jpeg
[type] => image
[subtype] => jpeg
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1091
[height] => 473
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-150x150.jpg
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-300x130.jpg
[medium-width] => 300
[medium-height] => 130
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-768x333.jpg
[medium_large-width] => 640
[medium_large-height] => 278
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-1024x444.jpg
[large-width] => 640
[large-height] => 278
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13.jpg
[1536x1536-width] => 1091
[1536x1536-height] => 473
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13.jpg
[2048x2048-width] => 1091
[2048x2048-height] => 473
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-600x400.jpg
[ab-block-post-grid-landscape-width] => 600
[ab-block-post-grid-landscape-height] => 400
[ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-600x473.jpg
[ab-block-post-grid-square-width] => 600
[ab-block-post-grid-square-height] => 473
[tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13.jpg
[tp-image-grid-width] => 700
[tp-image-grid-height] => 303
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-150x150.jpg
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-50x22.jpg
[admin-width] => 50
[admin-height] => 22
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13.jpg
[full-width] => 1091
[full-height] => 473
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-372x161.jpg
[thumb_372-width] => 372
[thumb_372-height] => 161
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-980x425.jpg
[single_post_thumbnail-width] => 980
[single_post_thumbnail-height] => 425
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-32x14.jpg
[thumb_32_32-width] => 32
[thumb_32_32-height] => 14
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-48x21.jpg
[thumb_48_48-width] => 48
[thumb_48_48-height] => 21
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-64x28.jpg
[thumb_64_64-width] => 64
[thumb_64_64-height] => 28
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-128x55.jpg
[thumb_128_128-width] => 128
[thumb_128_128-height] => 55
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-122x53.jpg
[thumb_122_67-width] => 122
[thumb_122_67-height] => 53
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-153x66.jpg
[thumb_153_153-width] => 153
[thumb_153_153-height] => 66
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-130x56.jpg
[thumb_130_163-width] => 130
[thumb_130_163-height] => 56
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-232x101.jpg
[thumb_232_177-width] => 232
[thumb_232_177-height] => 101
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-544x236.jpg
[thumb_272_325-width] => 544
[thumb_272_325-height] => 236
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-271x117.jpg
[thumb_271_346-width] => 271
[thumb_271_346-height] => 117
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-271x117.jpg
[thumb_271_271-width] => 271
[thumb_271_271-height] => 117
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-272x118.jpg
[thumb_272_172-width] => 272
[thumb_272_172-height] => 118
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-372x161.jpg
[thumb_372_461-width] => 372
[thumb_372_461-height] => 161
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-372x161.jpg
[thumb_372_500-width] => 372
[thumb_372_500-height] => 161
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-385x167.jpg
[thumb_385_270-width] => 385
[thumb_385_270-height] => 167
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-416x180.jpg
[thumb_416_241-width] => 416
[thumb_416_241-height] => 180
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-448x194.jpg
[thumb_448_410-width] => 448
[thumb_448_410-height] => 194
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-896x388.jpg
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 388
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-574x249.jpg
[thumb_574_382-width] => 574
[thumb_574_382-height] => 249
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Recurring_Gift_Popup-13-776x336.jpg
[thumb_776_395-width] => 776
[thumb_776_395-height] => 336
) ) )
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.