How a pop-up inviting one-time donors to convert their donation to recurring impacts recurring donor conversion on donation pages
Experiment Summary
Timeframe: 07/22/2024 - 07/31/2024
This organization uses a tabbed donation form to enable donors to select either a one-time or a recurring donation. Last year, they tested adding a callout to the recurring tab to highlight the greater impact of becoming a recurring donor. This validated an increase in recurring giving and became a part of all their donation pages.
We hypothesized that we could further increase recurring giving on the page by firing a popup when someone clicks the donate button on the form. This popup would invite donors to give a smaller recurring gift to have a bigger impact than the higher one-time donation they had selected. The form would automatically ask for a gift that was 75% of the value of the one-time donation originally chosen.
We ran this experiment on instant donation pages and the donation pages of their one-time donor-focused July Campaign. Traffic was split 50/50.
Research Question
We believe that a popup inviting one-time donors to convert their one-time donation to a recurring gift will have a more significant impact and will increase recurring giving by making the value proposition of a recurring gift more appealing and transparent to the donor.
Design
C: Tabbed Donation Form
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Tabbed Donation Form | 0.26% | $50.81 | ||
| T1: | Recurring Donation Interrupter Pop-up | 0.59% | 129.4% | 99.6% | $48.54 |
This experiment has a required sample size of 2,946 in order to be valid. Since the experiment had a total sample size of 12,557, 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
× 129.4% increase in conversion rate
× 4.5% decrease in average gift
119.1% increase in revenue
Key Learnings
The popup inviting one-time donors to convert their donation to a recurring gift significantly increased recurring donations by 129.4% for all traffic with a high level of statistical confidence (99.6%). This indicates that emphasizing the value proposition of recurring donations can effectively incentivize donors to choose ongoing giving.
In future experimentation, it would be beneficial to continue exploring ways to highlight the benefits of recurring donations and nudge donors toward choosing this option. Additionally, leveraging popups strategically to interrupt the donation process and present compelling offers can be a powerful tool in increasing donor engagement and conversion rates.
Most importantly, we found that the popup had no statistically significant impact on overall donor conversion, so we were not sacrificing one-time donations by running the popup. Because of the significantly higher retention rate and lifetime value of recurring donors, this increase in recurring giving could have significant impacts on donor revenue for this organization.