💡
EA market testing (public)
  • Introduction/overview
    • Introduction & explanation
    • 👋Meet the team
    • 📕Content overview
    • Progress/goals (early 2023)
      • EAMT progress & results
      • Goals, trajectory, FAQs
  • 🤝Partners, contexts, trials
    • Introduction
    • Giving What We Can
      • Pledge page (options trial)
      • Giving guides - Facebook
      • Message Test (Feb 2022)
      • YouTube Remarketing
    • One For the World (OftW)
      • Pre-giving-tues. email A/B
        • Preregistration: OftW pre-GT
    • The Life You Can Save (TLYCS)
      • Advisor signup (Portland)
    • Fundraisers & impact info.
      • ICRC - quick overview
      • CRS/DV: overview
      • 📖Posts and writings
    • University/city groups
    • Workplaces/orgs
    • Other partners
    • Related/relevant projects/orgs
  • 🪧Marketing & testing: opportunities, tools, tips
    • Testing Contexts: Overview
    • Implementing ads, messages, designs
      • Doing and funding ads
      • Video ads/Best-practice guidelines
      • Facebook
      • Targeted ad on FB, with variations: setup
    • Collecting outcome data
      • Facebook ads interface
        • Pivot tables
      • Google analytics interface
      • Google A/B, optimize interface
      • Reconciling FB/GA reports
      • Survey/marketing platforms
    • Trial reporting template
  • 🎨Research Design, methodology
    • Methods: Overview, resources
    • "Qualitative" design issues
    • Real-world assignment & inference
      • Geographic segmentation/blocked randomization
      • Difference in difference/'Time-based methods'
      • Facebook split-testing issues
    • Simple quant design issues
    • Adaptive design/sampling, reinforcement learning
    • 'Observational' studies: issues
    • Analysis: Statistical approaches
  • 🧮Profiling and segmentation project
    • Introduction, scoping work
    • Existing work/data
      • Surveys/Predicting EA interest
      • Awareness: RP, etc.
      • Kagan and Fitz survey
      • Longtermism attitudes/profiling
      • Animal welfare attitudes: profiling/surveying
      • Other data
    • Fehr/SOEP analysis... followup
      • Followup with Thomas Ptashnik
    • Further approaches in progress
      • Profiling 'existing traffic'
  • 📋(In)effective Altruistic choices: Review of theory and evidence
    • Introduction...
    • The challenge: drivers of effective/ineffective giving
      • How little we know...
    • Models, theories, psych. norms
    • Tools and trials: overview
      • Tools/interventions: principles
      • Outcomes: Effective gift/consider impact)
        • (Effectiveness information and its presentation)
        • (Outcome: Pledge, give substantially (& effectively))
          • (Moral duty (of well-off))
        • Give if you win/ conditional pledge
      • Academic Paper Ideas
  • Appendix
    • How this 'gitbook' works
      • Other tech
    • Literature: animal advocacy messaging
    • Charity ratings, rankings, messages
    • "A large-scale online experiment" (participants-aware)
  • Innovationsinfundraising.org
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On this page
  • Contexts to test outreach messages
  • Contexts allowing individual randomization & tracking of medium-term outcomes
  • Contexts for 'Immediate outcomes' (clicks etc)
  • Contexts allowing randomization by geography
  • Testing Rich Content
  • How to test rich content?
  • Targeting
  • Ideas/methods for targeting: platforms and audiences

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  1. Marketing & testing: opportunities, tools, tips

Testing Contexts: Overview

Testing 'implementation strategies'

PreviousRelated/relevant projects/orgsNextImplementing ads, messages, designs

Last updated 6 months ago

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Contexts to test outreach messages

Contexts allowing individual randomization & tracking of medium-term outcomes

  1. GWWC web site at point of email signup

  2. Email lists

    • immediate: subject headers w/ 'open rates' as dependent variable

    • medium-term: all outcomes tied to email

Contexts for 'Immediate outcomes' (clicks etc)

Facebook; But the targeting algorithm may frustrate randomization. (see Real-world assignment & inference.) Can it be switched off?

Contexts allowing

See Geographic segmentation/blocked randomization

This is helpful if the important outcomes can be tracked by ZIP code/post code/address.

  • Online display advertising

  • Google search

  • YouTube

  • LinkedIn

  • Facebook (presumably)

Testing Rich Content

How to test rich content?

We can use some of the same strategies as above to test "rich content", i.e., short or even long talks, book chapters, podcasts, and so forth.

However, we may also want richer more detailed 'qualitative' feedback...
  • Emails might be an opportunity

  • Surveys with professional participants

  • Surveys with undergraduates

Here generalizability may be a challenge, particularly extending inference from convenience samples to larger and more general populations. "Might be good to think of creative ways of doing that though, e.g., looking at which content creates the most extreme enthusiasm."

What to test in 'rich content'

Does the messenger matter?

  • Does the messenger demographics and appearance matter?

  • Does it depend on the audience?

  • What’s the optimal length?

Message customization (heterogeneity and targeted marketing)

We haven’t thought about this much but it seems important – it might be worth, for example, having different messaging for different cause areas and letting them be algorithmically targeted.

Imagery/non-content considerations

How many images to include on a page?

  • How much text to include in a page?

  • How many buttons?

  • How many choice options?

The 'mysterious sauce' ... JS knows about (Video ads/Best-practice guidelines)... we don't always have a "theory" but it might be meaningful.

Targeting

Question: If our aim is to change the culture of giving in general, what kind of people should we be targeting?

  1. Influencers (People with lots of social influence)

  2. Low-hanging fruit (i.e., people who are naturally predisposed towards effective giving, pledging, & EA)

Ideas/methods for targeting: platforms and audiences

Some audiences and approaches to targeting
    • ... donors to candidates sympathetic to a relevant cause area

  • Internet activity ... those who watch/read/search for:

    • Videos relevant to a cause area

    • Reddit threads relevant to a cause area

    • Magazines/news sites relevant to a cause area

  • Education

    • Courses/degrees/majors relevant to a cause area

      • (e.g., development econ/studies, animal behavior, AI)

    • People at high-status institutions (future influencers/policymakers)

  • Exploiting social network structure

    • Targeting "influencers" and "central" people (on the basis of "number of followers" / friends / etc.)

  • Key search terms (google 'effective giving' etc)

  • Podcast listeners (philanthropy, economics, development & global health ...)

Paid participants may allow richer feedback (see )

See also

Idea: Compare different outreach methods on the basis of "cost per pledge" (or per "whatever-metric-we-use"). (Outcomes: ... & ... )

Public lists of political donations (e.g, )

Search/visiting webpages about charity effectiveness/merit (e.g., Charity Navigator)

🪧
👍
randomization by geograph
y
for ease of attribution
discussion
Profiling: Discussion
Outcome: Effective gift
Outcome: Pledge
archive.org