Want a double-digit boost in recurring donations? 2 tests that delivered

27% increase by using AI to suggest default donation frequency

Knowing how important recurring donations are to creating sustainable revenue for nonprofits, we wanted to see how well AI could determine the optimal default frequency settings for individual donors–and if that would boost monthly giving conversions.

What we tested

We enabled AI at the first step of Checkout, using existing donor data to determine whether each donor’s frequency default should be one-time or monthly.

Result

After testing for approximately four weeks with 600,000 visitors, we expected to see an increase of about 4% in monthly giving conversions. We’re happy to say we vastly underestimated the impact. Instead, we saw a 26.76% increase in recurring donation conversion and a 4.12% increase in average revenue per user.

What it means to you

By taking the guesswork out of how to prompt donors, you can have more recurring donors and increase the revenue per supporter, creating more — and more sustainable — revenue.

The power of this AI-driven approach lies in its real-time optimization. Rather than relying on broad assumptions about donor behavior, the system analyzes each individual donor's profile instantly during the donation process to present the most effective default option.

Best of all, if you want to use this tool in Fundraise Up, it's as simple as checking a box to enable it in Checkout. The AI handles the complex decision making automatically, ensuring that donors see the prompt most likely to result in a conversion. For example, a donor wouldn’t be prompted to designate a recurring gift if they’ve entered an amount that’s more consistent with a one-time major gift.

This intelligent approach removes the guesswork from donation optimization, allowing you to focus on your mission while the technology works behind the scenes to maximize both donor satisfaction and recurring revenue.

33% increase by reordering payment steps

The donation checkout process is as utilitarian as it is necessary, but we wondered if small changes to the sequence could make a big difference.

What we tested

Based on patterns we’ve seen in e-commerce, we thought moving payment collection to the end of the interaction could boost recurring donation conversions. Our hypothesis: donors would feel more committed and confident by the time they reached payment, leading to a modest 1% increase in conversions.

Result

After testing for approximately six weeks and 14,000 potential donors, we saw a 33% increase in recurring donation conversions for desktop users. There was also a modest lift of just over 2% in average revenue per user.

What it means to you

By moving payment information to the end of the process, donors can focus on the more emotional aspects of their giving: How much they can give, the purpose those funds will serve (children, health care, etc.), and the eventual impact. Establishing those further commits the donor to the process and means they’re less likely to abandon it.

It also helps establish more trust. If you ask for payment information before they fully understand what they’re supporting, how often they’ll be charged, or even your privacy standards, they’re more likely to hesitate. But when you move payment to the end you build trust. That trust is particularly crucial for recurring donation optimization. No one is going to convert to a monthly donor if they don’t fully trust the organization.

We test so you don’t have to guess

Every update to Checkout is backed by A/B testing across hundreds of thousands of donor sessions, ensuring you get proven strategies that increase conversions, boost revenue, and deliver an exceptional donor experience.

You can see the details of these and other experiments in our A/B testing hub.