Fundraising 2011/Test Updates/October/28
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.
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.
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)
| 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 |
Banner Text Test October 28, 2011 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
"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.
| 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
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.
| 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 |