Fundraising 2011/Test Updates/October/28

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New Editor Appeals Testing October 28, 2011[edit]

In our latest test, we experimented with a new appeal from Wikipedia editor Susan Hewitt against Jimmy's appeal.

Susan banner

Great news:

  • Overall Susan actually beat Jimmy.

This win was actually due to the high click rate from Susan's banner. Jimmy's appeal still had a greater donation rate, but since more people clicked on Susan's banner, her total donations were higher. We'll test a couple new versions of her appeal to get her donation rate up to combine with her high clicks and she'll be the new fundraising super force to beat. Her banner is special in that she's in front of a green tree background. We thought from testing last year that colorful banners didn't really work for us, but Susan's test shows we should go back and test this assumption out some more.

James Heilman Editor Appeal Test October 28, 2011[edit]

We also tested a personal appeal from Wikipedia editor James Heilman.

James banner

The click rate from James' banner was pretty close to Jimmy's click rate, but the donation rate was significantly behind Jimmy's. We still have a few drafts of the appeal we didn't get a chance to test yet, and are thinking of a few new ways we can improve the appeal to boost donations.

Help us out!

Don't forget, we're still on the lookout for more community members from all over the world for fundraising appeals. Please send a message to wikistory@wikimedia.org if you’d like to help raise money for Wikimedia with a compelling message about your personal Wikipedia experience.

We also really want to test a group appeal from the Wikimedia community. A couple people have started so far but we could still use some ideas. Please share a few thoughts and help us out.

Mhernandez 20:53, 1 November 2011 (UTC)

Test Results
title impressions views donations amount amount_N click_rate don_per_imp amt_per_imp amtN_per_imp don_per_view amt_per_view amtN_per_view avg_donation avg_donationN
Susan 1065304 22916 170 3492.62 2263.34 0.02151122 0.000160 0.0032785171 0.0021245937 0.0074 0.152410 0.098767 20.544824 13.313765
Jimmy 1066656 13924 153 3111.39 1814.90 0.01305388 0.000143 0.0029169563 0.0017014845 0.0110 0.223455 0.130343 20.335882 11.862092
Dr. James 1064451 12372 63 1196.30 724.32 0.01162289 0.000059 0.0011238652 0.0006804630 0.0051 0.096694 0.058545 18.988889 11.497143

[edit]

Last week, we tested a couple new banner texts:

  • Please read: A personal appeal from Wikipedia founder Jimmy Wales
  • Please read: Advertising isn't evil but it doesn't belong on Wikipedia
  • Advertising isn't evil but it doesn't belong on Wikipedia
Ads banner

"Please read" is so important! The two "Please read" banners had similar click & donation rate with the banner lacking the "Please read" falling behind the others. We tested the advertising text because it has been an effective line in Jimmy appeal testing. These results are encouraging in that it opens up some promising alternate banner possibilities using text that is powerful in our appeals. More upcoming testing info to come.

Test Results
title impressions views donations amount amount_N click_rate don_per_imp amt_per_imp amtN_per_imp avg_donation avg_donationN
Please read: A personal appeal... 888381 9827 136 2082.71 1373.72 0.01106169 0.000153 0.0023443863 0.0015463173 15.314044 10.100882
Please read: Advertising isn't evil... 886944 8848 131 2423.92 1509.06 0.00997582 0.000148 0.0027328871 0.0017014133 18.503206 11.519542
Advertising isn't evil... 891307 7036 108 1605.08 1015.17 0.00789402 0.000121 0.0018008150 0.0011389672 14.861852 9.399722

Multiperson Banner Test October 28, 2011[edit]

Multiperson Banner

We brought in a brand new type of banner featuring five people from the Wikimedia community. With this banner, the donor can click on any of the five appeals they want to read from Wikipedia founder Jimmy Wales, volunteer Achal, editor Alan, researcher Maryana, or programmer Brandon.

Jimmy in his own banner beat this multiperson banner overall, but we should retest this idea as we find more appeals from people who perform on the same level as Jimmy.

Help us out!

Don't forget, we're still on the lookout for more community members from all over the world for fundraising appeals. Please send a message to wikistory@wikimedia.org if you’d like to help raise money for Wikimedia with a compelling message about your personal Wikipedia experience.

We also really want to test a group appeal from the Wikimedia community. A couple people have started so far but we could still use some ideas. Please share a few thoughts and help us out.

C_1028_US5 -- Test Results
title impressions views donations amount amount_N click_rate don_per_imp amt_per_imp amtN_per_imp avg_donation avg_donationN
Multiperson 2217936 34399 638 11888.70 7399.57 0.01550946 0.000288 0.0053602530 0.0033362410 18.634326 11.598072
Jimmy 2213319 29456 827 16163.00 9855.86 0.01330852 0.000374 0.0073026070 0.0044529770 19.544135 11.917606