Dallas Theological Seminary

How suggested giving amounts on a donor acquisition page affects donor conversion rate

Experiment ID: #3084

Dallas Theological Seminary

Experiment Summary

Timeframe: 11/12/2015 - 01/28/2016

Dallas Theological Seminary offered an a free online course. The goal of the free online course was for email acquisition and donor acquisition. Immediately following the course sign-up page was a donation ask.

On the donation page, a premium was offered with an open giving field. We wanted to test that page with a treatment that had suggested giving amounts next to the premium. Our hypothesis was that by adding suggested giving amounts to the donation form we would show the value of the premium and be able to increase donor conversion rate and average gift.

 

Research Question

Which giving type would increase donor conversion rate and average gift?

Design

C: Open Giving Amount
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=> 271 [thumb_776_395-height] => 395 ) ) )
T1: Suggested Giving Amounts
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inherit [uploaded_to] => 12427 [date] => 2021-02-24 23:47:48 [modified] => 2021-02-24 23:47:48 [menu_order] => 0 [mime_type] => image/png [type] => image [subtype] => png [icon] => https://nextafter-1a91a.kxcdn.com/wp-includes/images/media/default.png [width] => 1440 [height] => 2099 [sizes] => Array ( [thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-150x150.png [thumbnail-width] => 150 [thumbnail-height] => 150 [medium] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-206x300.png [medium-width] => 206 [medium-height] => 300 [medium_large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-768x1119.png [medium_large-width] => 640 [medium_large-height] => 933 [large] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-703x1024.png [large-width] => 640 [large-height] => 932 [1536x1536] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-1054x1536.png [1536x1536-width] => 1054 [1536x1536-height] => 1536 [2048x2048] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-1405x2048.png [2048x2048-width] => 1405 [2048x2048-height] => 2048 [ab-block-post-grid-landscape] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-600x400.png [ab-block-post-grid-landscape-width] => 600 [ab-block-post-grid-landscape-height] => 400 [ab-block-post-grid-square] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-600x600.png [ab-block-post-grid-square-width] => 600 [ab-block-post-grid-square-height] => 600 [tp-image-grid] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts.png [tp-image-grid-width] => 480 [tp-image-grid-height] => 700 [post-thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-150x150.png [post-thumbnail-width] => 150 [post-thumbnail-height] => 150 [admin] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-34x50.png [admin-width] => 34 [admin-height] => 50 [full] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts.png [full-width] => 1440 [full-height] => 2099 [thumb_372] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-372x542.png [thumb_372-width] => 372 [thumb_372-height] => 542 [single_post_thumbnail] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-429x625.png [single_post_thumbnail-width] => 429 [single_post_thumbnail-height] => 625 [thumb_32_32] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-22x32.png [thumb_32_32-width] => 22 [thumb_32_32-height] => 32 [thumb_48_48] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-33x48.png [thumb_48_48-width] => 33 [thumb_48_48-height] => 48 [thumb_64_64] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-44x64.png [thumb_64_64-width] => 44 [thumb_64_64-height] => 64 [thumb_128_128] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-88x128.png [thumb_128_128-width] => 88 [thumb_128_128-height] => 128 [thumb_122_67] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-46x67.png [thumb_122_67-width] => 46 [thumb_122_67-height] => 67 [thumb_153_153] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-105x153.png [thumb_153_153-width] => 105 [thumb_153_153-height] => 153 [thumb_130_163] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-112x163.png [thumb_130_163-width] => 112 [thumb_130_163-height] => 163 [thumb_232_177] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-121x177.png [thumb_232_177-width] => 121 [thumb_232_177-height] => 177 [thumb_272_325] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-446x650.png [thumb_272_325-width] => 446 [thumb_272_325-height] => 650 [thumb_271_346] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-237x346.png [thumb_271_346-width] => 237 [thumb_271_346-height] => 346 [thumb_271_271] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-186x271.png [thumb_271_271-width] => 186 [thumb_271_271-height] => 271 [thumb_272_172] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-118x172.png [thumb_272_172-width] => 118 [thumb_272_172-height] => 172 [thumb_372_461] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-316x461.png [thumb_372_461-width] => 316 [thumb_372_461-height] => 461 [thumb_372_500] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-343x500.png [thumb_372_500-width] => 343 [thumb_372_500-height] => 500 [thumb_385_270] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-185x270.png [thumb_385_270-width] => 185 [thumb_385_270-height] => 270 [thumb_416_241] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-165x241.png [thumb_416_241-width] => 165 [thumb_416_241-height] => 241 [thumb_448_410] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-281x410.png [thumb_448_410-width] => 281 [thumb_448_410-height] => 410 [thumb_448_410_retina] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-563x820.png [thumb_448_410_retina-width] => 563 [thumb_448_410_retina-height] => 820 [thumb_574_382] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-262x382.png [thumb_574_382-width] => 262 [thumb_574_382-height] => 382 [thumb_776_395] => https://nextafter-1a91a.kxcdn.com/wp-content/uploads/Suggested_Giving_Amounts-271x395.png [thumb_776_395-width] => 271 [thumb_776_395-height] => 395 ) ) )

Results

 Treatment NameConv. RateRelative DifferenceConfidenceAverage Gift
C: Open Giving Amount 4.0%$100.91
T1: Suggested Giving Amounts 4.0%1.2% 4.0%$115.54

This experiment has a required sample size of 1,351,604 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

DTS ran this test for a couple of months, with no signifiant results. We determined that for this donation page we would need to do a more radical test that included suggested giving amounts as one of the variables.


Experiment Documented by Courtney Gaines
Courtney Gaines is Vice President at NextAfter.

Question about experiment #3084

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