Reveal the revenue potential of grassroots fundraising for Crux.
- Status Quo. Crux’s user base had been accustomed to free content for many years. Would an ask for support result in a user revolt?
- Friction. We needed a way to present users with the opportunity to give without presenting significant friction, which would frustrate their reason for visiting the site.
- Security. Users must be confident that their support is as secure as it can be.
- Privacy. Users should be obliged to provide only the information necessary to complete the transaction, no more.
- Speed. The giving process must be fast and intuitive.
- Revenue Mix. One-time contributions amounted to 70% of the revenue mix. 30% was from monthly recurring revenue. All-in-all, users preferred one-off contributions to a monthly commitment.
- Gains. One-time contributions amounted to more revenue, but monthly contributions saw the largest gain. Long-term, monthly contributions are projected to overtake single contributions in revenue in approximately 1.5 years.
- Averages. The average monthly contribution was $5. The average single contribution was $25.
- Time. Contributions tended to spike just after standard pay periods.
- Vehicles. Pop-ups were by far the most effective means of garnering contributions, but all tested means were somewhat effective.
- Pitching. Data indicates the decision to give was less dependent on pitching and more on a user’s long-term determination of delivered value.