💡
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
  • Background on OftW
  • Some key goals
  • Who/what/how to test, learn, and adapt
  • Pipeline/groups/segments
  • Goals/actions
  • Interested in knowing more about
  • Communications contexts
  • Typical donor journey:
  • Some rough numbers
  • Ongoing/completed/upcoming experiments
  • Email upsell emotion/impact message trial (see below)
  • University experiment - redacted as being prepared

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  1. Partners, contexts, trials

One For the World (OftW)

Chloë Cudaback is the lead contact (communications manager). (Previously Jack Lewars)

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Last updated 2 years ago

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Background on OftW

How does OftW differ from others in this space?

Chloe: Focus on youth and university students at a pivotal point in their life

Accessible messaging, more of a starting point, less gatekeeping

David: 1% is 'more manageable' as a starting point perhaps

Luke: Narrow focus on one type of charities: global health and poverty

  • OftW has a donor base of ~700 active donors, ~1650 pledged donors (who pledged but haven't started donating yet) and ~2000 lapsed donors.

  • 80% (of donors?) are in the USA

  • Focus on global health charities

  • They focus on donations to GiveWell charities ... but technically OftW pledgers can give to any 510c3

Some key goals

Reinstein/Lewars conversation notes

  • Activating more donors who took the pledge at university, so their donations actually start;

  • Retaining donors for longer once they activate;

  • Upselling donors to give more over time (either more as a raw amount, e.g. 'keeping pace' at 1% of their income; or more as a percentage, e.g. 'graduating' to take the 10% GWWC pledge)

  • Acquiring new donors with fewer touchpoints, e.g. via online advertising, via our website etc. (we currently get ~0 organic sign-ups)

Who/what/how to test, learn, and adapt

Pipeline/groups/segments

  1. Pledgers

  2. Active donors, i.e., "Activated pledgers" (Chloe is thinking of segments to this and how to appeal to them)

    1. Second tier -- people who have given each month for 12+ months; "Legacy donors" (DR: maybe 1x per year high-value donors should be in this group)

  3. One-time donors (these may or may not be pledgers)

  4. Cancelled

  5. Payment failures

  • Another group worth considering: 'pledge-curious supporters'

Goals/actions

  • 'Activating' Pledgers as donors (pledged but not donated)

  • Active donors

    • Retain

    • Upsell (maybe only to the second tier?)

  • Acquiring pledges, perhaps from a 'pledge-curious group'

Interested in knowing more about

  • Content -- expand our ability to tell stories about the beneficiaries

    • Ways to tell these stories

  • Frequency (of comms with supporters)

Communications contexts

  • Platforms: Social media, email flows

  • Telling stories in a corporate context

Typical audiences have been students and young professionals, but there is interest in corporate outreach

  • Zoom and lunchtime talks in corporate contexts (How many? Seems very promising!)

    • How many people are activating/pledging following these lunch+learn?

Typical donor journey:

We are in the process of creating these homepages and setting up conversion tracking. As OFTW has ~0 organic sign ups currently, we are testing for a variety of conversion routes, including: [Todo: clarify this]

  • university campus, someone I like tells me they are involved in OftW, asks me to come along with free food

  • at some point I take the pledge

  • It is not a highly controlled process

  • asking us (staff) a question by email

  • joining a group call with others wanting to learn about effective donating (Kennan as dir. of chapter management)

  • taking the pledge

  • making a one-off donation

Some rough numbers

650 active donors

1500 people in pipeline (pre-activation date)

750 new people a year are recruited... thinks it would be 2-2.5k

OFTW has a donor base of ~700 active donors,

~1650 pledged donors (who pledged but haven't started donating yet) and

~2000 lapsed donors.

Ongoing/completed/upcoming experiments

Email upsell emotion/impact message trial (see below)

University experiment - redacted as being prepared

  • Homepage message testing

  • Activation trial

🤝
Chloe's OKRs Notion