+38% recurring conversion

Upsell nudge increases recurring giving with minimal conversion impact

Test period: June 2025 to July 2025

Hypothesis:

Presenting GoFundMe donors with a contextual recurring nudge will increase recurring adoption compared to no nudge, with slight cannibalization of one-time conversion.

Design:

Control

Donation grid without a nudge to give monthly

Test

+38%

Donation grid with a nudge to give monthly

Results:

Name	Control	Challenger
Recurring conversion	Baseline	+37.9%
One-time conversion	Baseline	-0.27%
Overall conversion	Baseline	-0.24%

* Results reflect percentage change vs. control. All differences are statistically significant.  Results may vary by organization and campaign context.

Key learnings:

Presenting donors with a recurring upsell nudge at the point of donation drove a 37.9% increase in recurring conversion rates relative to the control, demonstrating that anchored prompts meaningfully shift donor preference toward sustained giving. While one-time conversion declined slightly (-0.27%), the impact was minimal relative to the recurring lift. This indicates the nudge primarily converts incremental donors into recurring rather than broadly suppressing donation intent.

So what? We’re introducing this recurring nudge on GoFundMe Pro donation pages using Intelligent Ask Amounts, optimized for recurring (vs. revenue or conversion). By pairing the nudge with our predictive modeling, we deliver a research-backed monthly prompt to the right donors at the right moment, helping nonprofits accelerate progress toward their recurring revenue goals while minimizing unnecessary trade-offs.