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Jerusalem Prayer Team

How a post-donation popup ask affects recurring donations

Experiment ID: #18808

Jerusalem Prayer Team

Experiment Summary

Ended On: 11/07/2019

Jerusalem Prayer Team wanted to get more recurring donations to their Survivor Hope Initiative to give it more regular funding so they could feed more Holocaust survivors. One tactic they wanted to try was asking donors, as soon as they had made a gift, to consider converting their onetime gift to a recurring gift with a single click. They created a popup that fired if someone

Research Question

Will a recurring popup ask after a one-time gift convert more donors to recurring donors?

Design

C: Control
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T1: Treatment #1
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2021-02-25 12:06:55 [menu_order] => 0 [mime_type] => image/jpeg [type] => image [subtype] => jpeg [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1378 [height] => 1238 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-150x150.jpg [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-300x270.jpg [medium-width] => 300 [medium-height] => 270 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-768x690.jpg [medium_large-width] => 640 [medium_large-height] => 575 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-1024x920.jpg [large-width] => 640 [large-height] => 575 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3.jpg [1536x1536-width] => 1378 [1536x1536-height] => 1238 [2048x2048] => 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https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3.jpg [full-width] => 1378 [full-height] => 1238 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-372x334.jpg [thumb_372-width] => 372 [thumb_372-height] => 334 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-696x625.jpg [single_post_thumbnail-width] => 696 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-32x29.jpg [thumb_32_32-width] => 32 [thumb_32_32-height] => 29 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-48x43.jpg [thumb_48_48-width] => 48 [thumb_48_48-height] => 43 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-64x57.jpg [thumb_64_64-width] => 64 [thumb_64_64-height] => 57 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-128x115.jpg 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=> 243 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-271x243.jpg [thumb_271_271-width] => 271 [thumb_271_271-height] => 243 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-191x172.jpg [thumb_272_172-width] => 191 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-372x334.jpg [thumb_372_461-width] => 372 [thumb_372_461-height] => 334 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-372x334.jpg [thumb_372_500-width] => 372 [thumb_372_500-height] => 334 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-301x270.jpg [thumb_385_270-width] => 301 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-268x241.jpg [thumb_416_241-width] => 268 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-448x402.jpg [thumb_448_410-width] => 448 [thumb_448_410-height] => 402 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-896x805.jpg [thumb_448_410_retina-width] => 896 [thumb_448_410_retina-height] => 805 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-425x382.jpg [thumb_574_382-width] => 425 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Treatment_1-3-3-440x395.jpg [thumb_776_395-width] => 440 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidence
C: Control 3.0%
T1: Treatment #1 3.0%1.5% 2.4%

This experiment has a required sample size of 1,095,063 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.

Key Learnings

Ultimately, the popup did not have any impact on recurring donations. This could be because a higher-than-average percentage of donors selected a recurring gift in the initial step, or because of technical issues with the popup.

Future testing will focus on treatments that cater to the largely mobile audience.


Experiment Documented by Jeff Giddens
Jeff Giddens is President of NextAfter.

Question about experiment #18808

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