How defaulting to recurring gift on a premium offer donation page impacts donor conversion
Experiment ID: #195930
FamilyLife
Experiment Summary
Timeframe: 02/14/2025 - 03/14/2025
FamilyLife is a Christian organization focused on strengthening marriages and families by providing resources, events, and guidance rooted in biblical principles, helping people navigate the challenges of family life, and fostering lasting, healthy relationships. In this experiment, we aimed to test whether defaulting to a recurring gift option and emphasizing its impact would increase recurring donations.
The test involved two variations on the donation page. The Control version defaulted to a one-time gift of $50 and included a call-out stating, “Equip 39 families with practical insights to strengthen the relationships that matter most.” Conversely, the Treatment defaulted to a $25 recurring gift and featured a more compelling call-out: “Equip 233 families with practical insights to strengthen the relationships that matter most.” This A/B test was split 50/50 and was tested on Seeing Beautiful Again, one of FamilyLife’s best performing offers.
We hypothesize that by highlighting the broader impact of recurring gifts and making it the default option, we would see an increase in the number of donors choosing to make recurring contributions, ultimately boosting donor retention and long-term support for FamilyLife’s mission.
Research Question
We believe that defaulting to a recurring gift and emphasizing its broader impact for FamilyLife donors will increase the number of recurring donations because it presents a more manageable commitment and highlights the significance of ongoing support, encouraging more donors to commit to long-term giving.
Design
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 0.00% | ||
| T1: | Treatment: $25 Recurring Default | 0.92% | 100.0% | 100.0% |
This experiment has a required sample size of 420 in order to be valid. Since the experiment had a total sample size of 3,472, 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
× 0% increase in average gift
Key Learnings
Through this retest, we observed that defaulting to a recurring gift option once again led to an increase in recurring donations. The Treatment group, which featured recurring giving as the default, generated 16 recurring gifts compared to 0 in the Control group. This resulted in a 0.92% recurring conversion rate, validated by a 99.9% level of confidence—providing strong evidence that this approach effectively encourages more donors to commit to ongoing support.
When looking at immediate revenue, there was little difference between the two groups. The Control group generated $902 in revenue, while the Treatment brought in $1,017—a modest increase that is not statistically significant. However, while short-term revenue remained stable, the shift toward recurring gifts has the potential to yield much greater long-term value.
Although overall transactions were slightly lower in the Treatment group (93 gifts) compared to the Control (105 gifts), this was observed at a 66.8% level of confidence. This outcome is to be expected, as introducing a default recurring gift option may cause some one-time donors to reconsider their gift in the moment. However, those who do proceed are more likely to become committed, long-term supporters.
Next Steps:
- We recommend that FamilyLife continue to default to a recurring gift on their donation pages. This should be a permanent update to their microsite.
- Continuing to test and optimize recurring donation strategies: Based on the success of this experiment, it is essential to explore and refine different approaches to promoting recurring gifts. Testing variations in messaging, default options, and impact statements can help further increase recurring donations.
- Monitor Long-Term Performance: Track the performance of recurring donors to assess their impact on retention and overall organizational goals.