We’ve just launched our regular giving upsell feature that’s available to all organisations and campaigns using Raisely.
Our results show this feature doubles (yes, doubles!) the number of donors who sign up to a regular giving subscription. We expect this will increase overall fundraising for organisations using Raisely by at least 6.5%. We also checked and found it has no impact on overall conversion rates. Why not turn it on today?
Below we explore how the upsell works, the impact it has on fundraising and how you can turn it on for your campaigns.
The importance of regular giving
Inviting donors to support your organisation regularly is a great way to increase fundraising and create a stable stream of revenue. We have seen how regular giving provides organisations with the certainty they need to focus on their impact and grow.
In a previous blog, we explored The Power of Regular Giving and the impact it can have on your fundraising. Here is the TL;DR:
- Regular donors contribute around 4 times the amount of fundraising as donors who make one-off contributions
- Roughly 6% of donors use regular giving but these donors provide a massive 24% of total fundraising
- Campaigns that receive regular giving raise 2x the amount of campaigns that don’t receive regular giving (controlling for a range of factors)
Seamless design to keep your donors engaged
Recruiting regular donors can one of the most challenging and resource intensive activities for charities and non-profit organisations. Many individuals who are willing to donate regularly simply don’t know they can donate regularly or don’t understand the impact it can have.
Donors who are supporting your organisations with a one-off donation are some of the best candidates to sign up to a regular giving subscription. What if we built a seamless but compelling invitation into the donation flow asking donors to convert their one-off donation into a regular donation?
How does the upsell work?
Our new regular giving upsell adds a step to the donation form after donors have selected a one-off donation amount. In this step, we ask donors to convert their one-off donation into a regular donation.
The upsell is only shown to users who have selected a one-off donation amount. We don’t show the upsell to users who have selected a very small one-off donation or a very large one-off donation - these users are unlikely to accept the upsell.
What amount is shown on the upsell step?
The upsell amount that is shown to donors changes depending on the one-off donation amount they selected. We’re using sophisticated machine learning and experimentation to find the best upsell amount for each one-off donation. Typically this amount is around 50% of the one-off donation but it will vary.
Real results to drive regular giving and overall fundraising
We love running experiments to help us build features that maximise fundraising for the organisations using Raisely. We ran experiments throughout the development of the upsell to see how it worked and make sure it didn’t negatively impact overall conversion rates. Here are some of the key results:
Using the upsell doubles the number of donors who sign up for regular giving
Without the upsell around 0.6% of donors will sign up for regular giving (that’s roughly 1 in 167 donors). When the upsell is applied this doubles, around 1.3% of donors sign up for regular giving (1 in 77 donors). We are really excited about this result knowing the impact this can have for organisations.
The average regular donation is similar using the upsell and not using the upsell
The average regular donation is around $24AUD when the upsell is used and when the upsell is not used. This is deliberate - we didn’t want upsell to drastically change the nature of regular donations that are being made.
The upsell doesn’t negatively impact overall conversion rates
We know that any friction in the donation form flow can be the difference between a donor converting and a donor abandoning your form. Raisely donation forms have super high conversion rates and we didn’t want to compromise those when we introduced the upsell step.
The overall conversion rate (including both one-off donation and regular giving donations) was 21% when using the upsell and when not using the upsell.
Increase overall fundraising by 6.5%
When we put all these elements together (regular giving conversion rate, average regular gift, overall conversion rate), we expect overall fundraising to increase by at least 6.5%. It’s still early days for this feature and we need time to confirm whether donors who have signed up for regular giving through the upsell behave differently to donors who sign up without the upsell. We’ll keep an eye on this over the next few months.
Turn on the upsell today
As you can tell, we’re super excited about this feature. We know the power of regular giving and we know this feature will help organisations find more individuals who want to participate.
The regular giving upsell is available to all organisations and campaigns using Raisely right now. You can turn it on by going to Campaign Settings > Donation Form > Regular Giving. There you’ll be able to switch the upsell on and customise the text that is shown on the upsell step. Why not switch it on now and see the benefits?
Lead Data Scientist at Raisely.
