In December 2018, during our annual English Campaign, the online fundraising team ran a short experiment via a CentralNotice banner to understand how donor conversion is impacted by increasing the visibility of desktop Wikipedia's sidebar //Donate to Wikipedia// link. Online Fundraising styled the link as a blue button:
And in our test, donations per impressions increased by 165%.
We're interested in further experimentation and discussion to answer some of the following questions:
1) How do results look in other countries and languages?
2) How is donor conversion affected over longer periods of time (our initial test ran for around 5 days)?
3) Does a more visible donate link decrease clicks on other sidebar or page elements?
4) Are there any community or foundation concerns about increasing the visibility of the link?
As a first step, @alexhollender plans to share results with Audiences Design and mockup new implementations for subsequent testing.
We'll track progress in this thread. Please let me know if I missed anything, particularly a relevant tag.