Intelligent Asks lift recurring rates for sustained LTV
Test period: October 2024 to May 2025
Background:
Intelligent Ask Amounts (IAA) helps nonprofits secure lasting recurring revenue by serving the right ask at the right time.
Recurring donors have a 10x greater LTV on average than one-time donors, so personalizing each ask is crucial for sustained monthly giving. IAA lets you fine-tune the model, optimizing for donation frequency and campaign goal, whether that’s conversion, revenue, or a balance of both to ensure every ask is tailored for lasting impact.
IAA’s unmatched dataset draws on behavioral, demographic, transactional, and inferential data from across the GoFundMe ecosystem. This includes insights from over 200M people and $40B raised, leading to smarter recommendations. The result? Campaigns that deliver personalized asks to maximize recurring revenue while keeping you in control of strategy.
Hypothesis:
Personalized ask arrays optimized for specific campaign goals will outperform commonly used static donation arrays in driving recurring donation conversion.
Design:
Control
- Static, one-size-fits-all ask array commonly used in the nonprofit industry
Challenger
+5.15%
- Intelligent Ask Amounts model optimized for campaign-specific goals
Results:
| Name | Control | Challenger |
| Recurring conversion | Baseline |  +5.15% |
| Revenue | Baseline | +4.0% |
Key learnings:
Analysis of GoFundMe Pro campaign data shows that personalized donation suggestions, known as Intelligent Ask Amounts, outperform standardized amounts. Across all models, on average, enabling IAA increases recurring conversion rates by 5.15% and lifts recurring donation revenue by 4%. The lift was even more pronounced when the model was balanced or optimized for conversion, yielding a 6.5% lift in conversion relative to control.
So what?
Personalized donation suggestions lead to higher conversion and revenue than traditional static prompts and amounts. By tailoring ask amounts to each donor, nonprofits can more effectively reach their recurring goals and drive more long-term value from each appeal.
That potential increase in recurring gifts doesn’t just boost revenue once—it compounds over time. Each new recurring donor continues giving year after year, so the impact stacks.
For example, if a nonprofit typically receives $10,000 in recurring donations, a 5% lift adds $500 in the first year, $1,500 by year two, and about $7,500 by year five. Each year’s gains build on the last, creating sustained, multiplying revenue growth. Maximizing that sustained potential is why Intelligent Ask Amounts should be enabled on every campaign.