Children’s Wisconsin Converts 27% of Donors to Recurring Giving
Children’s Wisconsin wanted to increase long-term donor value by encouraging one-time donors to convert to recurring giving. They were specifically looking for a low-lift, donor-friendly tactic that could be tested during an active campaign without disrupting the core donation flow. The donation upsell is a built-in feature to donation forms in Engaging Networks which makes it easy to test and implement.
Project Highlights
27%
Recurring giving conversion rate
~$244
Estimated annual value per converted donor
3
Week test window
Our Solution
Strategic Testing Approach
We implemented a recurring giving upsell lightbox as a targeted post-donation intervention, allowing us to test donor interest in monthly giving without altering the primary donation experience.
Donor-Centered Design
The lightbox messaging was designed to feel like a helpful suggestion rather than a hard ask, emphasizing impact and ease while keeping the donor experience frictionless.
Data-Driven Optimization
By closely monitoring impressions, conversions, and average recurring gift size, we evaluated performance quickly and identified the tactic as a scalable opportunity for future campaigns.
The Results
The recurring giving upsell lightbox proved to be a high-converting, low-lift tactic — tested live during an active campaign without disrupting the core donor experience.
The lightbox achieved a 27% conversion rate, a strong signal that donors respond when the ask is thoughtfully timed and framed. With an average recurring gift of $20.33, the approach demonstrated meaningful long-term revenue potential from a single, non-intrusive touchpoint. Based on these results, we recommended scaling the lightbox across future campaigns as a repeatable strategy for sustainable donor growth.
We’re here to help!
From interactive lead magnets to full digital campaigns, Doing Good Digital helps nonprofits create creative tools that attract new supporters and strengthen relationships with their communities. If you’re looking for fresh ways to engage your audience, we’d love to help.
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