In December 2025, we added a live impact calculator to our donation form and compared giving between donors who saw it and those who didn’t. Our A/​B test of impact-focused messaging demonstrated:
Control group (standard donation form): 172 donations, AUD 69,469 total (AUD 403.89 average)
Effect: 3.4x increase in average donation size, 3.8x increase in total value
Donors who saw the impact calculator gave AUD 936.95 more per donor than those who didn’t, representing 70% of their total donation value. This validates that our impact-focused communications measurably change donor behaviour, providing evidence that we actively influence giving decisions rather than passively capture donations.
While this experiment represents only a small subset of total donations, it provides a clear demonstration of causal impact, supporting our understanding of how our communications contribute to above-baseline growth in 2025, when we intensified focus on impact messaging across all donor channels.
In my view, this is massive gains and deserves to be replicated by other effective giving organizations to see if the results are replicable. Are you planning on writing more about this specifically?
This is a great call out! It was featured in a longer report that we shared directly with other effective giving orgs, but wasn’t called out explicitly as a single post.
I’ll share this again with the effective giving orgs :)
Quoting their Giving Multiplier calculations doc:
https://​​docs.google.com/​​document/​​d/​​1jmq18Ud4RQx1sPdnTHv5zD_DYoVx8PmTk3aW0d9T04M/​​edit?tab=t.0#heading=h.jjl75aeojvn
4. Evidence of Behavioural Influence
In December 2025, we added a live impact calculator to our donation form and compared giving between donors who saw it and those who didn’t. Our A/​B test of impact-focused messaging demonstrated:
Control group (standard donation form): 172 donations, AUD 69,469 total (AUD 403.89 average)
Impact Calculator group: 196 donations, AUD 262,804 total (AUD 1,340.84 average)
Effect: 3.4x increase in average donation size, 3.8x increase in total value
Donors who saw the impact calculator gave AUD 936.95 more per donor than those who didn’t, representing 70% of their total donation value. This validates that our impact-focused communications measurably change donor behaviour, providing evidence that we actively influence giving decisions rather than passively capture donations.
While this experiment represents only a small subset of total donations, it provides a clear demonstration of causal impact, supporting our understanding of how our communications contribute to above-baseline growth in 2025, when we intensified focus on impact messaging across all donor channels.
In my view, this is massive gains and deserves to be replicated by other effective giving organizations to see if the results are replicable. Are you planning on writing more about this specifically?
This is a great call out! It was featured in a longer report that we shared directly with other effective giving orgs, but wasn’t called out explicitly as a single post.
I’ll share this again with the effective giving orgs :)