How a monthly first ask affects one-time and recurring donations
Experiment ID: #17709
Leadership Institute
Experiment Summary
Timeframe: 05/21/2019 - 07/06/2019
Leadership Institute had begun to ramp up their recurring donation program. They were curious to see if featuring the monthly giving option through a tabbed donation widget on their main donation page would increase recurring donations without affecting one-time donations and revenue. They wanted to monitor two metrics: overall donor conversion (with revenue) and monthly recurring donations generated.
Research Question
Will presenting a monthly-first donation form with a one-time fallback option increase recurring donations or affect one-time revenue?
Design
C: Control
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) ) )
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 5.0% | $0.00 | ||
| T1: | Tabbed view | 12.0% | 137.9% | 96.8% | $0.00 |
This experiment has a required sample size of 121 in order to be valid. Since the experiment had a total sample size of 301, 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
× 137.9% increase in conversion rate
× 0% increase in average gift
Key Learnings
The tabbed, monthly-first donation form produced more than twice as many recurring donations as the one-time form with the option to make the gift monthly. Most importantly, the new form had no discernible effect on conversion, which meant that they did not dissuade donors who wanted to make a one-time gift from giving that gift. This appears to have created a user interface that prioritizes recurring giving while avoiding donor confusion, which is a big win in terms of long term revenue for LI.