Bigger gift array buttons could mean more donations | Experiment 1812 – with Tim Kachuriak is a FREE course courtesy of NextAfter
1 Lesson / 2 Minutes / FREE
The Heritage Foundation utilizes a giving system that allows for the creation of a pre-populated gift array. We can make suggested gift options to the donors as a way to increase the average gift. Their giving system’s default display for giving arrays utilize radio buttons. This feature is helpful but the method of display can present a challenge for some visitors. It was our hypothesis that radio buttons might be difficult to click on a mobile phone and might not be as visible as other elements on the screen.
We wanted to find keep the impact that suggested gift arrays provide while creating a better user experience for the donor. As are result, we created a new treatment in one of their fundraising campaigns that utilized colorful buttons in place of the radio buttons.