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PIH also gleaned several interesting things through its testing. For instance, it found that more people give when you ask them for less, which may not be surprising, but also that lower asks increased e-mail donations by as much as 80 percent for some segments.

“Ultimately, people have limited time or money or attention span to give to any cause. If you’ve got a couple of minutes to read an e-mail and click, we don’t want to make you go through something that’s not necessary to give in that moment,” Rospars says. “It’s all about relationships and honoring the limited time to get the biggest results — and giving them the lowest barrier to entry to feel good about giving.”