Re: [Wikimedia-l] when is the last time a one-line fundraising banner was A/B tested

Hey all, Coffee is always controversial when it comes to fundraising. I can assure you that my team constantly works to try to ensure that these lines are appropriate. Our biggest challenge has always been that this line has long been extremely effective. Looking back through our banners, it seems that we have not used the coffee line in Brazilian Portuguese since 2015. We first tested replacements to this line back in 2015 and since then we've gone with alternatives such as "en lache" a snack or "um pastel" a cake. For the most part we've tried to use these alternatives in English in these countries as well, though they don't always quite carry across the languages barrier. But it seems like we made a genuine mistake during last years 2017-2018 fundraising. Coffee wasn't used in pt-br anywhere or in the en-brazil desktop banner. But it seems like we accidentally left the line in on our English mobile banners. Our sincere apologies to the community for this, it remaining in our mobile banners was not intentional We constantly test and try to find alternatives. Recently we successfully managed to replace the coffee line in Italy to "una corsa sulla metro" (a metro ticket). In that instance the change wasn't simply a single word but several sentences, but that has taken years of effort to find. As Paulo has mentioned we have for the time being removed it from Portugal for this year and we anticipate there will be a drop of around 10% associated with that, but like always we will strive to find something that beats its. We will soon be launching campaigns across South America in 7 countries (Argentina, Uruguay, México, Chile, Colombia, Perú) and three languages (English, Spanish and Portuguese). We’ve have notified the communities there ( https://lists.wikimedia.org/pipermail/iberocoop/2018-September/000987.html ) and seeking feedback on our appeals that we will be running in those countries. We are going to be experimenting with a different structure to this years South American campaign as well. Running banners low level over a longer period. It’s hoped this will reduce the interruption to readers experiences and reduce the disruption to both affiliates and the online communities. Regards Seddon On Fri, Oct 5, 2018 at 10:09 PM Paulo Santos Perneta < paulosperneta(a)gmail.com&gt; wrote: -- Seddon *Community and Audience Engagement Associate* *Advancement (Fundraising), Wikimedia Foundation*