Preselecting a Donation at Ski-Resort Checkout

Status: anonymized partner study. This is one study of a season-pass checkout. Its participant sample, checkout conditions, and results are reported separately from the related ski-resort amount study.

What we tested

Ninety-six Prolific participants completed a simulated ski season-pass purchase. They were randomly assigned to one of two donation prompts. The purchase flow was the same in both groups. The donation decision had real financial consequences: each participant could keep a bonus payment or donate it to the conservation recipient.

The first prompt began with an unchecked contribution box. Participants who opted in then saw a $1 default. The second prompt began with a $10 contribution selected; participants could remove it or lower it to $5 or $1.

Real-money results

• 80% donated with the preselected contribution, compared with 27% in the opt-in condition (p < .001).
• Average donation revenue was $5.14 per participant with the preselected contribution and $2.13 with the opt-in prompt. That is a 2.4× increase (95% CI: 1.5× to 5.0×; p < .001).
• Among participants shown the preselected version, 10 of 51 removed the donation and 20 kept a contribution while choosing a lower amount.

Hypothetical amount follow-up

After the real-money choice, all participants also evaluated two hypothetical amount menus. The $10 / $5 / $1 menu produced an 81% stated donation rate and $6.21 in stated revenue per participant. The $100 / $50 / $10 menu produced an 85% stated donation rate and $54.79 per participant; 46% left the $100 amount selected. Stated donation participation was closely matched across the two menus (81% and 85%; p = .785), while stated revenue was 8.8× higher (95% CI: 6.4× to 12.1×).

These follow-up figures describe hypothetical choices. The preselected contribution result above is the study's real-money evidence.

What this study supports

A preselected conservation contribution can materially increase participation and donation revenue in a simulated ski season-pass checkout. A live A/B test with actual guests would establish the effect size and operating revenue in a production purchase flow.

Methods and scope

Participants were recruited through Prolific and randomly assigned to the two checkout conditions (n = 96). The primary outcome was a real decision to keep or donate a participant bonus. The pass purchase itself was simulated. The resort, donation program, conservation recipient, and sales volume remain confidential under the partner agreement.