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We crunched the data on last year’s banner impressions to determine which ones generated the largest number of donors (‘donor conversion’). Looking at the distribution across all devices, including mobile, tablet, and desktop/laptop computers, it became apparent that the first handful of banner impressions is where we converted the vast majority of donors, and the decline in conversion afterwards was undeniable.

Each subsequent banner impression after the first exhibits a rapid dropoff in conversion. After the tenth, the conversion rate is minuscule: only about 3–5% of donors donate after the 10th impression. With the data in hand, there was no need for debate; we would gladly trade that lost revenue to know that we aren’t burning out readers with ineffective and relentless fundraising messages.


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