{"id":30863,"date":"2025-01-21T08:18:41","date_gmt":"2025-01-21T16:18:41","guid":{"rendered":"https:\/\/pro-migration.local\/?post_type=research&#038;p=30863"},"modified":"2025-04-29T14:57:16","modified_gmt":"2025-04-29T21:57:16","slug":"intelligent-ask-amounts-increases-giving-season-donation-revenue","status":"publish","type":"research","link":"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/research\/intelligent-ask-amounts-increases-giving-season-donation-revenue\/","title":{"rendered":"Intelligent Ask Amounts increases giving season donation revenue"},"content":{"rendered":"\n<p class=\"duration\"><strong>Fundraising tool:<\/strong> Intelligent Ask Amounts<br><strong>Test period:<\/strong> 11-20-2024 to 01-06-2025<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-hypothesis\">Hypothesis:<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Using Intelligent Ask Amounts (IAA) will increase net donation revenue for nonprofits during giving season compared to standard ask arrays.<\/li>\n\n\n\n<li>Within IAA, using familiar, rounded values (e.g., $100 instead of $95) will further enhance net donation revenue compared to non-rounded values.<\/li>\n<\/ol>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-test-design\">Test design:<\/h3>\n\n\n\n<p>Donors were randomly presented with one of three ask arrays:<\/p>\n\n\n\n<p>1. The control featuring standard ask amounts<br>2. Variant 1 featuring IAA in its current optimized form<br>3. Variant 2 featuring IAA with familiar, rounded values<\/p>\n\n\n\n<p>The test spanned 5.4 million sessions and ran throughout the giving season, strategically covering major giving days like Giving Tuesday and New Year\u2019s Eve.<\/p>\n\n\n\n<div class=\"wp-block-group row control-test is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group col-12 col-md-4 control has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group title-line is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\">\n<p><img decoding=\"async\" class=\"wp-image-29470\" style=\"width: 25px;\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2024\/08\/icon-research-check.svg\" alt=\"\"> Control<\/p>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" width=\"436\" height=\"550\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2025\/01\/img-research-iaa-season-1-opt.png\" alt=\"\" class=\"wp-image-30870\" style=\"width:270px\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-group col-12 col-md-4 test has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group title-line is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\">\n<p><img decoding=\"async\" class=\"wp-image-29469\" style=\"width: 25px;\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2024\/08\/icon-research-question.svg\" alt=\"\"> Test variant 1<\/p>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" width=\"437\" height=\"557\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2025\/01\/img-research-iaa-season-2-opt.png\" alt=\"\" class=\"wp-image-30871\" style=\"width:270px\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-group col-12 col-md-4 test has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group title-line is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\">\n<p><img decoding=\"async\" class=\"wp-image-29469\" style=\"width: 25px;\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2024\/08\/icon-research-question.svg\" alt=\"\"> Test variant 2<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2024\/08\/icon-research-grey-trophy.svg\" alt=\"\" class=\"wp-image-29475\" style=\"width:32px;height:auto\"\/><\/figure>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" width=\"437\" height=\"549\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2025\/01\/img-research-iaa-season-3-opt.png\" alt=\"\" class=\"wp-image-30872\" style=\"width:270px\"\/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-test-results\">Test results:<\/h3>\n\n\n\n<p>Compared to a standard, generic ask array, both variations of IAA generated higher donation revenue, with the winning variation (featuring familiar, rounded values) achieving the following results.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td>Winning variant<\/td><td>Avg. gift size<\/td><td>Conversion rate<\/td><td>Net revenue<\/td><\/tr><tr><td>IAA with familiar, rounded values<\/td><td><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-green-color\"><strong>+6.81%<\/strong><\/mark><\/td><td>-1.94%<\/td><td><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-green-color\"><strong>+4.45%<\/strong><\/mark><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-key-learnings\">Key learnings:<\/h3>\n\n\n\n<p>Our hypotheses were confirmed: IAA significantly boosts donation revenue during giving season, with familiar, rounded values further enhancing net donation revenue compared to non-rounded amounts.<\/p>\n\n\n\n<p>Donors presented with IAA gave 4-7% more in donation revenue than those who saw a standard ask array, driven primarily by larger average gift sizes. While this slightly reduced conversion rates, the increase in gift size outweighed the decline, ensuring consistent net revenue growth.<\/p>\n\n\n\n<p>Familiar, rounded ask values also boosted both conversion and gift size.<\/p>\n\n\n\n<div style=\"height:24px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-group callout has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<p><strong>So what:<\/strong> We\u2019re more confident than ever that nonprofits should use IAA to boost year-round revenue. In response, the GoFundMe Pro Product team implemented a version of IAA with familiar, rounded donation values and plans to conduct additional testing in the coming year.<\/p>\n<\/div>\n","protected":false},"template":"","class_list":["post-30863","research","type-research","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.5 (Yoast SEO v25.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Fundraising A\/B Test: Personalized Ask Amounts | GoFundMe Pro<\/title>\n<meta name=\"description\" content=\"Discover insights from our latest A\/B test on using predictive giving models to improve the accuracy in gauging a donor&#039;s capacity to donate.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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