Wikimedia’s fundraiser – which banners click?

Wikipedia Affiliate Button
Admittedly, this is a year of growth and testing for the Wikimedia Foundation Fundraising team. We have 4 new members and the Annual Fundraiser is a new experience for all of us. In fact, I’m not sure how many fundraising projects have had this kind of reach (250+ million unique viewers in November).  This provides us with an amazing opportunity to test different pitches through our site notices. With the fundraiser reaching a huge audience, we knew we had a great chance to test different messages and see what works and what doesn’t.
We started the Annual Fundraiser on November 3rd with 4 site notices (the big banners across the top of every Wiki article). Our tech team worked to track each notice and each notice had a randomized 25% chance of displaying on any given article (on every Wikipedia, in localized languages, and in other other Wikimedia projects). In theory, every notice had the same number of views. You can see the 4 site notices here: http://meta.wikimedia.org/wiki/Fundraising_2008/design_drafts.
Now, which notices do you think did the best? The results are surprising:

Phase 1 11/3 to 11/17 Display Click Number Percent who
Total Average


% Throughs Donations Donated Given Gift







Edu1 Wikipedia is a non-profit project: please donate today. 25.00% 6423 994 15.48% $28,936.00 $29.00
Edu2 Wikipedia relies on your donations: please give today. 25.00% 44482 4444 9.99% $126,664.00 $28.50
Market1 Wikipedia is there when you need it — now it needs you. 25.00% 29886 5071 16.97% $140,913.00 $27.00
Market2 Wikipedia: Making Life Easier. 25.00% 56577 5620 9.93% $155,136.00 $27.60
No meter 1 – collapsed n/a 13839 1156 8.35% $33,208.00 $23.00

People love to click on the links with the thermometer…but less than 10% donated after clicking-though. However, it’s interesting to see the strength of the “Wikipedia is there when you need it — now it needs you” message. While it had significantly less clicks, nearly 17% of people donated after clicking on it.
What do you make of that? What other conclusions would you draw?
And what do you think our next test should be?
Rand Montoya, Head of Community Giving

Archive notice: This is an archived post from blog.wikimedia.org, which operated under different editorial and content guidelines than Diff.

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You should switch the thermometer to the messages that don’t have it. Then, I think it would be interesting to compare all the messages without the thermometer to each other and then all the messages with the thermometer to each other. Although you would be comparing data collected at different times, I think you might be able to gain some new clarity if you keep the thermometer variable constant.

“People love to click on the links with the thermometer…but less than 10% donated after clicking-though.”
We clicked on the thermometer thinking it would lead to a page where we could get more information.

I thought the templates without the meter were bugged 😀
Note that Edu1 obviously is much worse than the others. Don’t you consider removing it from the rotation?

Do you have a statistics for other language versions? I think it varies on each language.

Anya: We are going to do a short term test of switching which banners have thermometers and see if the %donation rate also switches. It should, right? Anthony: Agreed. We are going to work on getting the thermometer itself to be a link towards a more info page. I think the “donate now” button should take all to the donation page, but other clicks should be to a place where donors can see and read more. lucasbfr: I thought they were bugged too, but our tech team assures me that is not the case. After we test Anya’s point above,… Read more »

Did the “Support Wikipedia” banners and the remixed puzzle logos have any measurable impact? Do you have any data on that? Thanks.

Rand: OK. I’m looking forward to next statistics.

What these data say is: Make a text “Wikipedia makes life easier – now help us make life easier for you”.
Meaning: a simple donation request will not help enough, a reciprocal request looks the most fruitful.
[http://nl.wikipedia.org/wiki/Gebruiker:Art_Unbound Art Unbound]

Sorry, my response didn’t show up.
My original response was:
What these data say is: Make a text “Wikipedia makes life easier – now help us make life easier for you”.
Meaning: a simple donation request will not help enough, a reciprocal request looks the most fruitful.

My donation came back. What is your address? I used 204 37th ave #330
St. Petersburg fl, 33704-1416

Hi. I’m sorry to hear that your donation was returned.
Please make the check payable to ‘Wikimedia Foundation, Inc.’
Our mailing address (for checks):
Wikimedia Foundation, Inc.
P.O. Box 919227
Orlando, FL 32891-9227
USA
-Rand