How defaulting to recurring gift on an acquisition donation page impacts recurring donor conversion
Experiment ID: #191926
NextAfter
Experiment Summary
Timeframe: 10/16/2024 - 11/12/2024
To increase recurring donations, we tested defaulting to a recurring gift option on the donation page for the high-traffic “Reconnected” acquisition funnel, an ideal setting to measure the impact of this default on donor conversion.
We hypothesize that defaulting to a recurring gift option and emphasizing the impact of monthly donations will increase the number of donors choosing recurring contributions, ultimately boosting donor retention and long-term support for Focus on the Family’s mission.
Due to technical constraints, we set this up as a split URL test. Following our development team’s guidance, we configured a VWO Split URL test with a new control and a variation, each receiving 50% of traffic, while the original control received 0%. This configuration allowed us to filter out users blocking VWO redirects, ensuring they didn’t affect the main control group and were excluded from results, yielding more accurate data for redirected pages.
In this test, the control page defaulted to a one-time gift, with copy asking for a one-time donation. The treatment page defaulted to a recurring monthly gift of $15, with the gift array adjusted to include $15, $30, $50, and $100, with $15 pre-selected. The treatment page was adjusted to ask for a monthly gift.
We ran a similar test on another acquisition donation page, “Proof You Need,” as a separate experiment using the same setup to compare results across different offers. You can review the results of that concurrent experiment here.
Research Question
We believe that defaulting to a recurring gift and emphasizing its broader impact for Focus on the Family donors will increase the number of recurring donations because it presents a manageable commitment and highlights the significance of ongoing support, encouraging more donors to commit to long-term giving.
Design
C: Control
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T1: Treatment
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.23% | $34.42 | ||
| T1: | Treatment | 1.0% | 348.0% | 98.9% | $28.19 |
This experiment has a required sample size of 733 in order to be valid. Since the experiment had a total sample size of 2,530, 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
× 348.0% increase in conversion rate
× 18.1% decrease in average gift
266.9% increase in revenue
Key Learnings
In a similar experiment conducted on a different donation page, we found that defaulting to a recurring gift option led to a significant increase in recurring donations. On this page, the treatment group, which defaulted to recurring gifts, had 13 conversions compared to just 3 in the control group, marking a 348.0% increase in recurring donations at a 99.9% confidence level. This result mirrors the impact seen in the “Proof You Need” test, reinforcing the effectiveness of defaulting to recurring gifts.
However, overall transactions decreased in the treatment group, with 67 conversions compared to 89 in the control group, resulting in a 22.1% decrease in conversion rate at an 89% confidence level. Revenue per visitor also dropped by 50.4%, from $2.37 to $1.50 per visitor. This result, though significant, had a low confidence level of 1.28%, suggesting that the drop in revenue is not as pronounced as the figures suggest. The average gift size also decreased in the treatment group ($27.99 vs. $34.42), which aligns with the expected shift toward smaller, recurring donations.
Despite the decrease in overall transactions and average gift size, the surge in recurring donations points to the long-term value of building a recurring donor base. The increase in recurring donors highlights a sustainable revenue stream that will contribute to organization’s mission over time, even though immediate revenue was lower.
We believe that defaulting to recurring gifts, along with messaging that emphasizes their broader impact, made it easier for donors to commit to ongoing support. The resulting increase in recurring donations suggests that the strategy can help Focus on the Family build stronger, longer-term relationships with donors.
Next Steps:
- Default to Recurring Gifts: We recommend continuing to default to recurring gifts on other donation pages to foster long-term donor engagement.
- Refine Messaging: Test additional messaging variations focused on the impact of recurring gifts to further motivate donors.
- Optimize Recurring Gift Amounts: Experiment with different recurring gift amounts to find the most effective pricing structure for donors.
- Monitor Long-Term Donor Impact: Track the performance of recurring donors to assess their retention and contribution to Focus on the Family’s mission.