The Heritage Foundation

How a “one click” donation experience impacted giving from current donors

Experiment ID: #41444

The Heritage Foundation

Experiment Summary

Timeframe: 12/09/2020 - 12/21/2020

During The Heritage Foundation’s year-end campaign, we wanted to streamline the process to capture gifts from active members. To reduce friction from filling out multiple form fields, and simplify the gift processing option for existing donors, we presented a “one click” experience similar to what one might experience with other online transactions as a repeat visitor, like Amazon or Paypal. Instead of the donor having to re-enter payment details, we presented them with a message indicating the last 4 digits of the most recent card they used on a past donation while still giving them the option to change or update their payment method. We also created a second treatment that allowed the donor to “swipe” the button to make a gift using their past payment details.

Research Question

We believe that removing friction for returning donors will achieve an increase in conversion rate.

Design

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T2: One Click Swipe

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Results

	Treatment Name	Conv. Rate	Relative Difference	Confidence
C:	Control	17.9%
T1:	One Click	32.5%	81.7%	99.4%
T2:	One Click Swipe	21.5%	19.9%	53.9%

This experiment has a required sample size of 98 in order to be valid. Since the experiment had a total sample size of 395, 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
× 81.7% increase in conversion rate
× 0% increase in average gift

Key Learnings

By acknowledging our pre-existing relationship with the donor and reducing friction for mobile visitors we saw a 122.1% increase in donations with a 100% level of confidence. Since we know the year-end giving donation page receives highly motivated traffic during the month of December, we would want to re-test this experience during other campaigns as well to compare results but given the increase in both conversion rate and revenue, we will move forward with this approach for future appeals to current members.

Notable changes to other metrics due to the experiment:

Revenue experienced a 242.9% increase with a 98% level of confidence.
New visitors had a 95.7% increase in donations with a 99% level of confidence.

Experiment Documented by Nathan Hill

Nathan Hill is Vice President, NextAfter Institute.

Question about experiment #41444

If you have any questions about this experiment or would like additional details not discussed above, please feel free to contact them directly.