In advance of the upcoming Fundraising mailing, we want to set key results that we're hoping to achieve. One of them is going to be the percent of donor-created-accounts that achieve constructive activation (i.e. make a first unreverted edit). The idea is that when we generate accounts, we want to make sure those accounts are actually adding value to the wikis, and are not just accounts that don't end up editing.
We might expect these donor-created-accounts to constructively activate as often or more often than our usual organic accounts, because these are donors who have taken many committed steps to Wikimedia already.
Some specifications on how we might want to calculate this baseline:
- Both Spanish and Portuguese Wikipedias, averaged over a recent time period is convenient, like May or June 2021.
- We would want it to be the number amongst our treatment group (those getting Growth features) as opposed to the control group. That's because we are interested to know how these donors who are getting Growth features compare to the other population that is getting Growth features.
- However we calculate it, we'll want to calculate it the same way after the Fundraising campaign, when we filter to just those accounts created through the campaign.