Fundraising 2011/Test Updates/October/7

Jimmy Appeal Length Test October 7, 2011Edit

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.

 
Jimmy Photo

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 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.

Landing Page Test Results
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
Campaign
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