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July 15, 2011 Ryan Kaldari TestEdit

 
Kaldari Banner Images

At this stage in our testing, we’ve found a few successful staff appeals and we’re now looking for effective editor appeals.

Ryan Kaldari is a developer at the Wikimedia Foundation. Before working at the Foundation, he was a volunteer developer and editor for several years. We interviewed Ryan about his volunteering experience and wrote a few different versions of his appeal to test. One version used almost all of Kaldari’s own personal statements, word for word. Another version still used Kaldari’s statements but was slightly more polished and formal and started with the first line, "Wikipedia is the most amazing project that has been created in our generation." The third version was also more edited and had the first line, "Wikipedia makes me feel like I live in the future."' We also tested a variety of banners with different photos of Kaldari and a couple different colored backgrounds.

Results

  • The appeal written using almost all of Kaldari’s own words performed the best in terms of both number of donations and amount raised (between 45-55% increase over the other two versions).
  • The banner with the plain white background had a higher click rate than the banners with the grey and red backgrounds.
  • The banner with Kaldari’s photo cropped in on his face and shoulders had a higher click rate than the banners zoomed out including his arms and torso.

Next Steps

We want to use this practice of interviewing and using personal statements from those interviews to write fundraising appeals. We’re looking for volunteers who are passionate about the work they do and can talk about why people should donate to the Wikimedia Foundation. If you’re interested, please let us know! You can email us at wikistory@wikimedia.org.

Thanks. Mhernandez 06:57, 20 July 2011 (UTC)

Raw StatisticsEdit

US test - 6 Banners
bannerlp impressions views donations amount amount50 click_rate don_per_imp amt_per_imp amt50_per_imp
"arms crossed smiling" 636956 8204 34 648.00 598.00 0.012948 0.000062 0.001169 0.001095
"red background" 635692 8060 32 651.33 601.33 0.012801 0.000057 0.001058 0.000984
"smiling shoulders, no arms" 634199 8825 30 800.00 650.00 0.014201 0.000057 0.001501 0.001279
"grey arms crossed" 636944 7882 40 660.00 610.00 0.012379 0.000069 0.001912 0.001370
"hands on hips" 637247 7790 44 1330.00 980.00 0.012419 0.000089 0.002772 0.002123
"white arms crossed" 635336 8411 42 803.33 753.33 0.013225 0.000074 0.001410 0.001336
US test - 2 Landing Pages
lp views donations total_clicks amount50 don_per_view amt_per_view amt50_per_view
"Future" 25089 96 96 1849.33 0.004347 0.095676 0.084841
"Kaldari's exact words" 24080 126 126 2343.33 0.006172 0.162119 0.129318
EN test - 2 Landing Pages
lp views donations total_clicks amount50 don_per_view amt_per_view amt50_per_view
"Amazing project in our generation" 8596 8 8 203.76 0.001012 0.026391 0.026112
"Kaldari's exact words" 8392 17 17 324.27 0.001997 0.037383 0.037240