Prompting donors with personalized ask amounts boosts giving
Test period: 04-10-2024 to 05-08-2024
Hypothesis:
Using predictive giving models improves accuracy in gauging a donor’s capacity to give, leading to smarter donation suggestions. This will not only boost average gift amounts but also increase donation conversion rates.
Design:
Control
- Standard donation form gift array
Test
11%
- Updated gift array with intelligent ask amount
Results:
Name | Control | Challenger | Lift |
Visitors | 36077 | 36091 | N/A |
Overall donations | $19.15 | $21.22 | 10.8% |
Average donation amount | 1.78% | 1.95% | 9.13% |
Key learnings:
The intelligent ask array values derived for each donor were generated from dozens of distinct attributes such as prior giving history, ensuring each suggested amount is tailored to the individual. The gift array amounts displayed were calculated based on various ratios, and systematically tested to determine the optimal configuration of tailored amounts. While all test variations increased revenue per visitor, the winning challenger shown generated the highest lift at +11% at full statistical significance. These gains were the result of a substantial lift in average donation amount compared to the control while maintaining the baseline donation conversion rate.
So what: Based on these findings, intelligent ask amounts was implemented across platform. Admins can now turn Intelligent Ask Amounts on for any of their Classy campaigns.