Turn small tests into big fundraising wins

Ever wonder if changing just one thing on your donation page could make a huge difference? One organization saw a significant increase in revenue after adding a simple, personalized impact statement below their donate button. That's the power of A/B testing, and it's not as complicated as you might think.

This week, we're breaking down how to test your way to better conversions, from beginner-friendly tools to real examples of tiny tweaks that led to massive results.

The take-home template

A/B testing lets you compare different versions of your content to see which performs better, and this guide shows you exactly what to test with real examples. From testing longer versus shorter headlines and different CTA button colors to experimenting with form lengths and hero image styles, you'll see specific examples of elements that can dramatically impact conversions.

Snackable snippets

What are the top A/B testing tools of 2025? 📖

Not sure where to start with A/B testing? Platforms like VWO, Optimizely, Unbounce, Adobe Target, and AB Tasty offer drag-and-drop interfaces and AI-powered suggestions that make testing accessible even for nonprofits without technical expertise. These tools provide heat maps to understand visitor behavior, automated reporting to track results, and features specifically designed to help organizations optimize web content without breaking the bank.

How to find new supporters through Affinity Targeting 📖

Affinity targeting lets nonprofits serve ads to pre-built audiences of people who match their ideal supporter profile, like animal lovers for rescues or parents of young children for museums. Instead of casting a wide net with generic ads, you can target specific demographics like high-income households in your city during major giving campaigns or people researching volunteer opportunities nearby.

How to experiment for fundraising success 📖

Analysis of 3,000+ nonprofits reveals that small A/B test changes, such as making mailing addresses optional and adding social proof messages, can dramatically boost donation conversion rates. The data shows that requiring mailing addresses drops conversions by 3.4%, while "John just donated!" messages increase conversions by 3.5%.

For your inspiration folder

Time of Grace tested adding a personalized impact statement below their donate button that dynamically showed donors exactly what their specific gift amount would accomplish, resulting in a 187.7% increase in revenue. The simple change — showing statements like "Your $25 gift connects more people with the healing and freedom found only in Christ" — also increased average gift size by 132.9% and conversion rates by 23.5%.