Case Study

Audubon Form Testing Expands Recurring Recruitment, Limits Churn

Challenge:

Audubon aimed to grow monthly giving, but past tests showed defaults led to higher cancellations. The challenge: boost conversions without creating accidental sustainers who’d later churn.

Solution:

We ran iterative tests on a new EveryAction form built to boost recurring giving and protect long-term value. Key elements included:

  • Streamlined layout with a deep-scroll section for newer audiences from ads
  • A natural-language frequency selector: “How do you want to give?” with choices like “Once a month” or “Just once,” making it a values-driven decision, not just a transaction
  • Frequency shown within each donation level (e.g., “$10 monthly”), reinforcing the ask
  • A soft confirmation pop-up when monthly was pre-selected, calling attention without requiring extra clicks
  • Smart placement of the frequency toggle, based on heatmaps and user interaction data
  • A suite of upsell strategies: mid-form upgrade prompt, monthly ask on the confirmation page, and follow-up email nudges

We kept only changes that lifted recurring giving without more cancellations, using broad testing to learn what truly moved the needle.

Results:

  • 24% increase in recurring giving conversion
  • 41% decrease in cancellation rate compared to prior default monthly tests
  • Form became Audubon’s default, driving sustained improvement across appeals

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