People donate from SM and search ads all of the time. And its probably also a lot easier to target specific causes through Meta’s ad platforms than it is trying to profile people who might be down with preference sacrificing, no?
Possibly. Not sure ‘preference sacrificing’ is the right term though. Also, there is a big push within EA to bring people into the movement in conscious involved ways and not “just donate”. GWWC is also trying to bring people in to consider direct work and other involvement.
I meant testing EA causes specifically and then growing that relationship from there. I think it would be an interesting outcome comparison to what you’ve just now reported on testing.
This would indeed be an interesting comparison and possibly worth trying. But I’ll wait to hear what/if the GWWC partners think about this. (Note that I am personally working on some trials involving things related to this, but not through GWWC.)
I am not sure its necessarily a valid cost effective measure to compare what you are doing to other EA org’s audience acquisition costs. The United Way, which much more analogous to GWWC, would probably be a better comparison. I highly doubt they have an 8 dollar email capture cost or clickthrough cost. Maybe a new member cost, but that goes back to our now agreed to point, I think, about what ‘results’ actually are.
I don’t see United Way as comparable to GWWC. Much less niche, much lower impact, substantially less of a commitment. But I don’t know what their email capture cost is, and obviously not all email captures are alike. But do you have data on the United Way email or new member acquisition cost? This would be useful to have as a benchmark.
I mean the actual EA causes like AMF. GWWC is not a cause, neither is its pledge mechanism for that matter, really. …
… you will see a lot of powerful material about the actual causes.
This is also something we tested somewhat. We compared cause-themed videos to videos more generally discussing giving effectiveness. See here for some of the results across the most comparable trials. Of course, as you note, we are only reporting on a proximate metric—people providing their emails/downloading guides. But at least for this outcome, the cause-specific videos did not consistently outperform the ‘facts about giving’ ones. (Although they did outperform these for some audiences, particularly animal-related videos for animal-interested audiences. On the other hand the animal videos performed particularly badly on the ‘philanthropy-interested’ audience.)
re: United Way—yes, it is a horribly ineffective organization compared to EA charities, certainly, but I was actually referencing their model—they are an intermediary between their selected causes and individual donors, like GWWC, they have a tailored list of causes to pledge to, like GWWC, and a giant part of their model is time period pledging, like GWWC. I just think their similarities would be a more apt comparison for cost effectiveness on email acquisition (or better, member/pledge acquisition).
I don’t have their numbers, but its a pretty scrutinized organization and I think the comparison, frankly, is also campaign opportunity for an org like GWWC that is actually doing it better… maybe worth a poke around.
Possibly. Not sure ‘preference sacrificing’ is the right term though. Also, there is a big push within EA to bring people into the movement in conscious involved ways and not “just donate”. GWWC is also trying to bring people in to consider direct work and other involvement.
This would indeed be an interesting comparison and possibly worth trying. But I’ll wait to hear what/if the GWWC partners think about this. (Note that I am personally working on some trials involving things related to this, but not through GWWC.)
I don’t see United Way as comparable to GWWC. Much less niche, much lower impact, substantially less of a commitment. But I don’t know what their email capture cost is, and obviously not all email captures are alike. But do you have data on the United Way email or new member acquisition cost? This would be useful to have as a benchmark.
I think if you look at the content of
the video ads open the boxes and click the ’Video ads theme and content links here
or GWWC’s home page and giving guide …
… you will see a lot of powerful material about the actual causes.
This is also something we tested somewhat. We compared cause-themed videos to videos more generally discussing giving effectiveness. See here for some of the results across the most comparable trials. Of course, as you note, we are only reporting on a proximate metric—people providing their emails/downloading guides. But at least for this outcome, the cause-specific videos did not consistently outperform the ‘facts about giving’ ones. (Although they did outperform these for some audiences, particularly animal-related videos for animal-interested audiences. On the other hand the animal videos performed particularly badly on the ‘philanthropy-interested’ audience.)
re: United Way—yes, it is a horribly ineffective organization compared to EA charities, certainly, but I was actually referencing their model—they are an intermediary between their selected causes and individual donors, like GWWC, they have a tailored list of causes to pledge to, like GWWC, and a giant part of their model is time period pledging, like GWWC. I just think their similarities would be a more apt comparison for cost effectiveness on email acquisition (or better, member/pledge acquisition).
I don’t have their numbers, but its a pretty scrutinized organization and I think the comparison, frankly, is also campaign opportunity for an org like GWWC that is actually doing it better… maybe worth a poke around.