Case Study: Charity Navigator boosts donor gift size and response rates with Arjuna Solutions' ExactAsk

Behavioral Economics Modeling Increases Average Donation Amount by $24.56

Charity Navigator, the nation’s largest evaluator of nonprofits, wanted to convert more of the millions of registered site visitors who research charities each year into donors. The organization struggled with low conversion rates and lower-than-expected gift levels, so it worked with Arjuna Solutions and its ExactAsk product to improve warm acquisition campaigns and maximize donor lifetime value.

Arjuna Solutions integrated ExactAsk into Charity Navigator’s existing fundraising workflow with only minor process changes and used personalized ask amounts in a controlled test against the charity’s standard donation requests. The treatment group produced a 105% increase in average gift per donor and a 23% increase in response rate, generating $23,410 in incremental revenue in the first six months and a reported 365% ROI, with the program later expanding across more than 20 campaigns and helping raise $500K to date.

Charity Navigator

Shannon McCracken

Board Member