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One For the World (OftW)
Chloë Cudaback is the lead contact (communications manager). (Previously Jack Lewars)
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
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)
- 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'
- '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'
- Content -- expand our ability to tell stories about the beneficiaries
- Ways to tell these stories
- Frequency (of comms with supporters)
- 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?
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
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.
- Homepage message testing
- Activation trial
Last modified 1yr ago