Brad Cecil & Associates Logo

Case Study: Simplifying Gift Arrays to Drive Higher Average Gifts

dice icon

134% INCREASE

in average gift

Objective:

At Brad Cecil & Associates, we are committed to designing seamless donor experiences that maximize engagement and revenue. In this case, we tested the impact of simplifying the donation form’s gift array by reducing the number of options, ultimately driving higher average gifts and offering key insights into donor behavior.

Challenge:

A cluttered donation form can create hesitation or decision fatigue, especially when donors are faced with too many options. For this client, the original gift array featured six different amounts, ranging from $25 to $1,000. While comprehensive, this approach risked overwhelming donors and detracting from their giving experience.

Our hypothesis was clear: reducing the number of options would streamline decision-making, lower friction, and encourage donors to act confidently—potentially increasing both conversion rates and average gift size.

BCA Approach:

We conducted a controlled experiment to assess the effects of reducing the gift array options:

  • Control: The existing six-option gift array, offering amounts from $25 to $1,000.
  • Treatment: A streamlined four-option array featuring $25, $100, $500, and $1,000. This adjustment retained a broad range to accommodate various donor capacities while simplifying the decision process.

By eliminating unnecessary complexity, the treatment was designed to focus donors’ attention on a manageable set of impactful giving levels.

Control:

Treatment:

Results:

The experiment produced remarkable results:

  • 134% Increase in Average Gift:  Donors presented with fewer options contributed significantly higher amounts on average.
  • Streamlined Decision-Making: The simplified gift array reduced potential friction, allowing donors to act quickly and confidently.

Although this test focused on one specific aspect of the donation process, it revealed how even small adjustments can lead to substantial revenue gains.

Key Insights:

  1. The Power of Simplicity: A cluttered donation form can lead to decision paralysis, while a streamlined array encourages quicker, more decisive action. Fewer options create clarity without sacrificing choice.
  2. Encouraging Generosity Through Design: Simplifying the gift array not only reduced friction but also created a subtle nudge toward higher giving levels by focusing attention on impactful amounts.
  3. Strategic Retention of Key Options: Including higher giving amounts, such as $1,000, ensured that the form remained inclusive of major gift opportunities, reinforcing the potential for transformational giving.
  4. Continuous Testing is Key: While this test demonstrated the benefits of a streamlined array, further experimentation could refine the specific amounts or test dynamic approaches based on donor behavior.

Why This Matters:

This case illustrates how thoughtful adjustments to the donor experience can enhance both revenue and satisfaction. By aligning the giving process with donor psychology, nonprofits can create forms that not only perform better but also foster trust and ease for supporters.

The BCA Difference:

At BCA, we focus on every detail of the donor journey, crafting strategies that inspire action and drive results. Our approach combines deep insights into donor behavior with innovative, data-driven solutions to meet your fundraising goals.

What we offer:

  • Optimized Donor Journeys: Every touchpoint is designed to be intuitive, compelling, and effective in driving engagement.
  • Proven Expertise: Decades of experience and data inform every strategy we create, ensuring measurable outcomes.
  • Sustainable Impact: By enhancing the donor experience, we build trust and foster long-term support for your mission.

Looking Ahead:

This case underscores the importance of continual refinement in the giving process. Simple, thoughtful changes—like reducing the number of gift array options—can create significant benefits for both donors and organizations. Whether you’re optimizing your donation forms or rethinking your broader strategy, BCA is here to help you achieve transformative results.

Let’s craft a solution tailored to your needs — contact Brad Cecil & Associates today.

Other Case Studies

BRAD CECIL & ASSOCIATES

HELPING YOU MAKE A DIFFERENCE

ABOUT US

SERVICES

RESOURCE CENTER

CONTACT US

facebook icon
twitter icon
linkedin icon

© 2022 ALL RIGHTS RESERVED