Donate button text influences gift size and conversions

Fundraising tool: Classy Studio
Test period: 09/11/2023 to 11/15/2023

Hypothesis:

If we update the donate button text on Classy’s multi-step embedded donation forms from “Donate $X.XX” to “Continue,” donors will contribute larger gifts at a higher rate.

Test design:

Control

• Call to action button says “Donate $X”
• Shown on desktop and mobile

Test

14.5%

• Call to action button updated to “Continue”
• Updated to reflect on desktop and mobile

Test results:

Name	Control	Challenger	Lift
Visitors	2155	2234	N/A
Clickthroughs	41.48%	47.49%	14.5%
Average donation amount	$98.44	$152.85	55.30%
Revenue per visitor	$25.88	$26.61	2.80%

Key learnings:

Our hypothesis was confirmed: using “Continue” language on our donate button led to a 14.5% higher conversion rate, a statistically significant result.

This clearer language helps supporters understand that there are multiple steps in the checkout process, inviting them to indicate preferences like payment or dedication before the transaction is processed.