The Navigators
How a donation interrupter impacts recurring giving during a high urgency campaign
Experiment ID: #178400
The Navigators
Experiment Summary
Timeframe: 05/09/2024 - 05/17/2024
Every year, The Navigators run two high-urgency campaigns focused on raising money for their Christ-centered summer camp called Eagle Lake. We have been actively testing ways to activate their donor file to monthly sustainers, and we wanted to bring these efforts into their Eagle Lake Campaign.
This interrupter only showed to half of the people who selected a one-time gift under $100 on one of their Eagle Lake donation pages.
The copy asked the visitor to convert their gift to a $10 monthly gift in support of Eagle Lake efforts.
Research Question
We believe that the addition of the recurring interrupter for Eagle Lake Donation Page donors will achieve an increase in recurring giving because the donor is asked to give less upfront but have a larger impact.
Design
C: Control
Array
(
[0] => Array
(
[ID] => 60739
[id] => 60739
[title] => Donation_Interrupter.png
[filename] => Donation_Interrupter-1.png
[filesize] => 250493
[url] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1.png
[link] => https://www.nextafter.com/experiments/how-a-donation-interrupter-impacts-recurring-giving-during-a-high-urgency-campaign/attachment/donation_interrupter-png-32/
[alt] =>
[author] => 0
[description] =>
[caption] =>
[name] => donation_interrupter-png-32
[status] => inherit
[uploaded_to] => 60737
[date] => 2024-07-05 17:07:46
[modified] => 2024-07-05 17:07:46
[menu_order] => 0
[mime_type] => image/png
[type] => image
[subtype] => png
[icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png
[width] => 1170
[height] => 874
[sizes] => Array
(
[thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-150x150.png
[thumbnail-width] => 150
[thumbnail-height] => 150
[medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-300x224.png
[medium-width] => 300
[medium-height] => 224
[medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-768x574.png
[medium_large-width] => 640
[medium_large-height] => 478
[large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-1024x765.png
[large-width] => 640
[large-height] => 478
[1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1.png
[1536x1536-width] => 1170
[1536x1536-height] => 874
[2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1.png
[2048x2048-width] => 1170
[2048x2048-height] => 874
[ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-600x400.png
[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/Donation_Interrupter-1-600x600.png
[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/Donation_Interrupter-1-700x700.png
[tp-image-grid-width] => 700
[tp-image-grid-height] => 700
[post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-150x150.png
[post-thumbnail-width] => 150
[post-thumbnail-height] => 150
[admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-50x37.png
[admin-width] => 50
[admin-height] => 37
[full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1.png
[full-width] => 1170
[full-height] => 874
[thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-372x278.png
[thumb_372-width] => 372
[thumb_372-height] => 278
[single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-837x625.png
[single_post_thumbnail-width] => 837
[single_post_thumbnail-height] => 625
[thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-32x24.png
[thumb_32_32-width] => 32
[thumb_32_32-height] => 24
[thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-48x36.png
[thumb_48_48-width] => 48
[thumb_48_48-height] => 36
[thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-64x48.png
[thumb_64_64-width] => 64
[thumb_64_64-height] => 48
[thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-128x96.png
[thumb_128_128-width] => 128
[thumb_128_128-height] => 96
[thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-90x67.png
[thumb_122_67-width] => 90
[thumb_122_67-height] => 67
[thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-153x114.png
[thumb_153_153-width] => 153
[thumb_153_153-height] => 114
[thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-130x97.png
[thumb_130_163-width] => 130
[thumb_130_163-height] => 97
[thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-232x173.png
[thumb_232_177-width] => 232
[thumb_232_177-height] => 173
[thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-544x406.png
[thumb_272_325-width] => 544
[thumb_272_325-height] => 406
[thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-271x202.png
[thumb_271_346-width] => 271
[thumb_271_346-height] => 202
[thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-271x202.png
[thumb_271_271-width] => 271
[thumb_271_271-height] => 202
[thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-230x172.png
[thumb_272_172-width] => 230
[thumb_272_172-height] => 172
[thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-372x278.png
[thumb_372_461-width] => 372
[thumb_372_461-height] => 278
[thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-372x278.png
[thumb_372_500-width] => 372
[thumb_372_500-height] => 278
[thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-361x270.png
[thumb_385_270-width] => 361
[thumb_385_270-height] => 270
[thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-323x241.png
[thumb_416_241-width] => 323
[thumb_416_241-height] => 241
[thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-448x335.png
[thumb_448_410-width] => 448
[thumb_448_410-height] => 335
[thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-896x669.png
[thumb_448_410_retina-width] => 896
[thumb_448_410_retina-height] => 669
[thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-511x382.png
[thumb_574_382-width] => 511
[thumb_574_382-height] => 382
[thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Donation_Interrupter-1-529x395.png
[thumb_776_395-width] => 529
[thumb_776_395-height] => 395
) ) )
Results
| | Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift |
|---|
| C: | Control | 0.00% | | | $102.44 |
| T1: | Donation Interrupter | 1.3% | 100.0% | 99.6% | $116.83 |
This experiment has a required sample size of
298 in order to be valid. Since the experiment had a total sample size of
1,258, 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
× 100.0% increase in conversion rate
× 14.0% increase in average gift
128.1% increase in revenue
Key Learnings
The key learnings from this experiment show that the addition of the interrupter may have had a positive impact on converting The Navigators audience to become monthly sustainers.
A total of 120 donors were shown the interrupter and out of those 8 donors clicked “Yes” to convert their gift to a $10 monthly gift.
That is 6.67% conversion rate!
While we are unable to validate these results, it is encouraging to see almost 7% of donors willing to commit to a monthly gift and become a Sustainer.
We plan to continue testing the presence of the interrupter in an effort to create a larger Sustainers file for The Navigators.
In future experimentation, it is important to continue testing different approaches to increase recurring giving, such as optimizing the messaging and design of the interrupter, as well as testing different donation amounts and frequencies. Additionally, it is beneficial to analyze the donor file to identify specific segments that are more likely to convert to monthly sustainers and tailor the interrupter messaging accordingly. By continuing to test and optimize these strategies, nonprofits like The Navigators can effectively increase their recurring giving and generate more sustainable revenue for their programs such as the Eagle Lake summer camp.
