Switching to Campaign Studio drives YoY giving season growth
Test period: December 2023 to January 2024 vs. December 2024 to January 2025
Background:
Giving Tuesday is one of the most important fundraising moments of the year. Traffic increases, donor intent is high, and small performance gains compound quickly. Understanding how platform choice relates to performance during this peak period helps inform organizations still running campaigns built on legacy tools.
While our long-standing fundraising platform has delivered strong results, we evaluated whether migrating to Campaign Studio—built with the latest innovation, tested templates, and intelligence models—could unlock incremental year-over-year gains.
Hypothesis:
Nonprofits that adopt Campaign Studio will see stronger year-over-year fundraising growth on Giving Tuesday and sustain that advantage throughout the giving season.
Design:
Control
- Illustrative Giving Tuesday legacy campaign page
Test
+7.5%
- Illustrative Giving Tuesday Studio campaign page
Results:
| Time window | Control: Remained on legacy YoY donations raised |  Challenger: Switched to Studio YoY donations raised |
| Giving Tuesday | Baseline | +7.49% |
| New Year’s Eve | Baseline | +14.14% |
| Month of January | Baseline | +4.04% |
Key learnings:
When we analyzed the fundraising results from thousands of nonprofit organizations, a clear pattern emerged: nonprofits that adopted our newest fundraising technology raised more.
Organizations that switched to Campaign Studio saw a 7.5% increase in year-over-year donation volume on Giving Tuesday compared to those continuing to use legacy tools. Importantly, this advantage was not limited to a single day. The performance gap continued throughout December, widened on New Year’s Eve (+14%), and remained strong into January (+4%).
So what? Our latest fundraising technology on Campaign Studio is built for peak giving performance. Nonprofits that adopt it do more than modernize their donor experience. They set themselves up to grow faster.
For organizations still running legacy campaigns, we strongly encourage recreating those experiences in Campaign Studio. With continuous innovation and built-in optimization, this switch can help improve performance today and support stronger results over time.