On Mon, Nov 26, 2012 at 3:36 AM, Thomas Dalton <thomas.dalton(a)gmail.com>wrote;wrote:
This is an interesting idea, and makes a lot of sense.
fundraising hasn't really had the attention it needs in previous years (for
obvious reasons - it's more efficient to focus your attention where you can
achieve the most) and this should make a big difference.
I'm curious, as you do more and more testing each year and a shorter and
shorter fundraiser, how much of the total are you expecting to come from
testing? I was looking at the stats yesterday and, if I was reading it
correctly, the recent tests have been raising about as much per day as the
main 2010 fundraiser did.
Yes, as we test more, more money comes in outside of the campaign period.
It is still a small amount in proportion. But tests make just as much per
banner view as the actual fundraiser in general.
As we get closer the fundraiser we test more and more. For several months
we limited ourselves to one hour per week. Then we went up to two. And
since Nov 15 (last year's launch date) we figured we could get away with
more. So we went to 3 or sometimes more. But usually the tests are only in
one or a few countries at a time.
This year we did something different and went up all over the world for 24
hours on Nov 15 as sort of a dress rehearsal. That really helped us to
identify a lot of little things to fix. It also brought in two million
dollars -- our biggest day ever, by far. That gave us the confidence to
launch much later this year.
On Nov 26, 2012 7:11 AM, "Zack Exley"
We have some information on the fundraiser launch to share. We are still
planning on launching Monday, November 26, but we're going to make a
this year in the timing of campaigns around the
Every year, as we get closer to the launch date, we test more frequently
and discover new messages and designs that make the fundraiser much more
efficient (i.e. more money per day, shorter fundraiser, fewer and/or
In the past couple weeks, we've discovered some new designs and messages
that we believe will let us shorten the fundraiser by a lot -- *and* make
the banners much smaller than they've typically been.
But we don't have time to adapt these to all the countries and languages
the world right away. This has pushed us to do
something we've known is
right thing to do for some time.
We're going to run this end of year campaign only in 5 countries (US, CA,
GB, AU & NZ) and then spend three months meticulously localizing and
translating (and testing for new purely local messages) before running
global campaign in all other counties, in which
our best messages and
designs developed in December will be used across the world.
We will use the time over the next month to run short tests of various
messages and payment options in other languages and countries in
preparation for the global campaign that we'll run in April. So people
the five-country campaign will still only see a
campaign once a year (in
December). And people in all other countries will still only see a
campaign once a year (in April).
*Everyone, everywhere will only see one campaign per year* -- unless they
happen to travel from, say, the US in December to India in April.
We're excited about breaking the campaign up for several reasons. Over
next month, we will be able to focus on testing
and finding the best
messages. The new "Facts" banners have opened up more testing
for us, and we'll learn a lot about our
messages in the next month, while
we can test 24 hours per day. We'll use the lessons learned from the
December five-country campaign and spend the next three months applying
them correctly and testing multiple versions in other languages and
What we've learned over the past few years is that the same messages tend
to win all over the world. But that translating short, colloquial
fundraising messages takes a long time and many translators to get right.
And we're finding a new "best" message basically every day. We don't
it's good if only English readers are getting
our best messages.
So overall, we think we'll be able to run both the English banners and
multilingual banners better by breaking up the
Our volunteer translators have already done a ton of work translating our
current best messages -- and we are very thankful! We're using all of
translations now, in our testing and they will be
the basis of the April
campaign. We will be engaging the community of volunteers, donors and
readers even more in the coming months to optimize the translations of
new messages and ramp up testing in various
languages. Moreover, there
technical updates to the translation system that
we'll be able to use
during the April campaign that are not released yet.
We are looking forward to more of our readers receiving better messages
donation experiences in countries around the
More info to come! Instead of replying to this thread, please comment
on the Fundraiser
2012 meta discussion page:
Zack & Megan,
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