Fundraising 2011/Test Updates/October/7
Jimmy Appeal Length Test October 7, 2011
[edit]During the 2010 fundraiser, we tested quite a few versions of Jimmy's appeal. Jimmy wrote our most successful message and we made slight tweaks throughout the campaign to improve donation rates.
![](http://upload.wikimedia.org/wikipedia/commons/thumb/3/30/JimmyWales.png/200px-JimmyWales.png)
In our latest test, we came back to a few versions of Jimmy’s appeal to test the length of his message.
We tested:
- The control length from 2010
- A short version of this same message
- A very short version of this message basically just hitting on the need for user donations
The Results
- The short version had the highest donation rate of the three appeals (about 20% increase in number of donations, and 15% for amount raised).
- The control performed second best.
- The very short version performed the worst of the three.
We will definitely return to test and refine this message as we go through the fundraiser. There may not be a "magic length" that works for all appeals. The impact of appeal length on donations will likely vary somewhat between different people and stories. Jimmy is also working on a new 2011 fundraising message which we’ll test a few versions of prior to launching the campaign.
title | impressions | views | donations | amount | amount50 | don_per_view | amt_per_view | amt50_per_view | avg_donation | avg_donation50 | click_rate |
---|---|---|---|---|---|---|---|---|---|---|---|
Super Short Jimmy | 462216 | 6622 | 67 | 1194.76 | 1100.72 | 0.0101 | 0.180423 | 0.166222 | 17.832239 | 16.428657 | 0.0143 |
Short Jimmy | 471221 | 6751 | 110 | 1624.70 | 1480.56 | 0.0163 | 0.240661 | 0.219310 | 14.770000 | 13.459636 | 0.0143 |
No Control Jimmy | 461030 | 6605 | 91 | 1559.01 | 1265.85 | 0.0138 | 0.236035 | 0.191650 | 17.131978 | 13.910440 | 0.0143 |
title | impressions | views | donations | amount | amount50 | don_per_view | amt_per_view | amt50_per_view | avg_donation | avg_donation50 | |
---|---|---|---|---|---|---|---|---|---|---|---|
C_1007_1_Jimmy_EN Totals | 1394467 | 19978 | 268 | 4378.47 | 3847.13 | 0.0134 | 0.219165 | 0.192568 | 16.337575 | 14.354963 |