RESEARCH
RESEARCH QUESTION:
QUESTION:
Can we increase recurring giving by communicating the impact of a recurring gift at the point
a person decides on the kind of gift to give?
On this organization’s primary donation page, they hypothesized that adding a line of copy communicating the impact of a recurring gift at the point
of a person’s gift decision may influence a person’s decision to change their one-time gift to a recurring gift. No other elements were changed to the
giving process.
CONTROL
TREATMENT
THE RESULT
KEY LEARNINGS
For new donors to their website, this additional value proposition
language increased recurring giving by 48%!
What they found is that the additional language on the gift type had
a positive impact on new visitors who were looking to give by helping
give a reason for them to give and give monthly. It should be noted
that at the same time, the added copy actually caused a decrease in
recurring giving for returning visitors. This is a fascinating discovery in
understanding the different motivations of site visitors. New people to
the site needed that extra reminder and reinforcement that their gift
could go so much further but returning visitors apparently didn’t.
GLOBAL ONLINE FUNDRAISING SCORECARD / 81
EXPERIMENT ID: #6401
How Communicating the Impact of a Recurring Gift Can
Increase Conversion With New Visitors