Fundraising 2011/Test Updates/July/15
July 15, 2011 Ryan Kaldari Test
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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 Statistics
edit- 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 |