Emphasizing frequency and custom amounts boosts donations

Fundraising tools: Classy Studio
Test period: 08-23-2023 to 10-12-2023

Hypothesis:

Based on previous test learnings, we think restyling the donation frequency toggle will clarify default selections, while streamlining ask amount options will attract more visitors to the custom amount field and increase gift size consideration. Together, these optimizations will boost revenue and recurring conversions.

Design:

Control

• Donation form without any visual emphasis on the gift frequency toggle or custom donation amount field

Test

16.2%

• Donation form with updated styling of the frequency toggle and suggested donation amount buttons, emphasizing the custom donation amount field

Results:

Name	Control	Challenger	Lift
Visitors	76,104	75,875	N/A
Average donation value	$98.02	$113.88	16.2%
Recurring donation conversion	0.69%	0.78%	13.03%

Key learnings:

Our hypothesis was validated: redesigning the frequency toggle and ask amount options resulted in over a 16% rise in average donation value, while maintaining overall donation conversion rates. We also observed a significant increase in recurring donations. Not only did more donors choose sustained giving, but the challenger group showed improved retention—underscoring the importance of highlighting frequency defaults.