1.3% donations

Highlighting a suggested amount increases donations

Test period: November 2024 through January 2025

Hypothesis:

Drawing donors’ attention to a single value in the ask array can increase giving intent by providing clearer context and guidance.

Design:

Control

Donation grid with no suggested amount highlight

Test

1.3%

Added design cue highlighting a suggested amount

Results:

Name	Control	Challenger
Conversion	Baseline	+0.7%
Donation volume	Baseline	+1.3%

Test results reached 99% statistical significance

Key learnings:

The experiment confirmed that highlighting a single suggested donation amount helps donors quickly understand what’s typical or impactful, anchoring their decision to that amount. Adding this subtle, Intelligent Ask Amount-informed suggestion led to a 0.7% lift in conversion rates and a 1.3% increase in total donation volume–a meaningful improvement at scale driven by a simple design cue.

So what: We’re rolling out this enhancement across all Intelligent Ask Amount-enabled Studio donation pages, introducing a ‘suggested’ tag styled in each campaign’s brand colors. This small but powerful visual nudge helps donors feel more confident in their choice, —translating to higher conversion rates and increased overall giving. It’s another example of how we’re using behavioral insights to elevate the donor experience and drive measurable impact for our customers.