How defaulting to a recurring gift on an acquisition donation page impacts recurring donor conversion
Experiment ID: #191922
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 “Proof You Need” 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 the 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 language 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, “Reconnected,” as a separate experiment using the same setup to compare results across different offers to determine if the type of offer would impact the results. 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 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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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | Average Gift | |
|---|---|---|---|---|---|
| C: | Control | 0.20% | $33.76 | ||
| T1: | Treatment | 0.85% | 330.0% | 100.0% | $31.16 |
This experiment has a required sample size of 936 in order to be valid. Since the experiment had a total sample size of 8,039, 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
× 330.0% increase in conversion rate
× 7.7% decrease in average gift
296.9% increase in revenue
Key Learnings
Through this experiment, we observed that defaulting to a recurring gift option significantly increased recurring donations. The treatment group, which defaulted to recurring gifts, had 34 conversions compared to just 8 in the control group, marking a 330.0% increase in recurring donations at a 99.9% confidence level. However, overall transactions decreased by 15.1%, with the treatment group converting 157 donations versus 187 in the control group. Additionally, revenue per visitor dropped by 22.4%, but this result only reached a 5.3% level of confidence, indicating that the difference is not statistically significant and suggesting no substantial negative impact on immediate revenue.
The decrease in overall transactions is likely due to the shift from one-time gifts to recurring donations. While the average gift size was slightly lower in the treatment group ($31.16 vs. $33.76), recurring donors provide more sustainable support over time. The long-term value of recurring donations, as seen in similar experiments, outweighs the short-term decrease in revenue.
Next Steps:
- Default to Recurring Gifts: We recommend that default to recurring gifts on all acquisition donation pages to drive long-term donor retention and sustainable support.
- Refine Messaging: Continue testing variations of messaging that emphasize the broader impact of recurring donations to further encourage donor commitment.
- Optimize Recurring Gift Amounts: Experiment with different recurring gift amounts to determine which options are most attractive to donors and maximize recurring revenue.
- Monitor Long-Term Donor Impact: Track the performance of recurring donors to assess their long-term retention and contribution to the mission and goals.