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One For the World (OftW)

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

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


  1. 1.
  2. 2.
    Active donors, i.e., "Activated pledgers" (Chloe is thinking of segments to this and how to appeal to them)
    1. 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. 3.
    One-time donors (these may or may not be pledgers)
  4. 4.
  5. 5.
    Payment failures
  • Another group worth considering: 'pledge-curious supporters'


  • '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