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March of Dimes is “fighting for the health of all moms and babies.” March of Dimes is a national, nonprofit organization working to end preventable maternal health risks and death, preterm birth and infant death, and the health equity gap for all families.

Many Americans across the country give to the March of Dimes in support of this mission. Unfortunately, the pandemic resulted in many young Americans needing to stop their regular donations. Could highlighting non-financial support opportunities increase donations for the non-profit? We could test that.

The Opportunity: Young Americans Feeling the Financial Pressure Need Options

Young Americans act as influencers to encourage intentional action and support on social issues. However, the recent pandemic has caused economic stability to be the reason many have been unable to continue their regular charitable donations.

Now, nonprofits must use innovative and sustainable donation methods to achieve their goals. This includes the use of non-financial opportunities that give supporters the ability to donate their time and effort instead of cash. 

The Control

With many people still finding themselves in financial burdens due to the pandemic, March of Dimes could seek out donations of time and effort instead.

Our Hypothesis: Sharing Additional Ways to Give Will Increase Contributions

Giving cash isn’t the only way to donate. According to Free Will, 27% of donors report being more likely to give non-cash assets. With a heightened awareness of their economic security, non-cash giving is more accessible for younger supporters. According to Cause & Social Influence, 24% of young Americans surveyed said they donated goods or services to support their local communities.

It’s important to note that volunteering is also associated with donating cash. According to Philanthropy Roundtable, Americans who volunteered gave 11 times as much money to charity in a year as those who did not volunteer.

The Potential Fix: Highlighting “Get Involved” and “Ways to Give” on the Website Home Page

Donations of any kind, whether it be time or money, are critical for nonprofits. Highlighting multiple ways to give could inspire young Americans to consider donating what they have instead of focusing on what they don’t.

We would start our test by highlighting “Get Involved” and “Ways to Give” on the home page to speak directly to those individuals who are unable to provide a monetary donation.

We hypothesize this change would increase donations through community participation and other non-monetary methods of giving.

The Variation

By highlighting other ways to give, March of Dimes can increase the overall number of contributions.

What Can Cro Metrics Test for You?

A couple of changes to one single website page could help you reach your goals. Yet, you must test to determine which changes should be made and which you should ignore. To learn more about experimentation or for more testing ideas, subscribe to Cro Metrics today.