In addition to evaluations of other charities, GiveWell publishes substantial evaluation of ourselves, from progress against our goals to our impact on donations. We generally publish quarterly updates regarding two key metrics: (a) donations to top charities and (b) web traffic (though going forward, we may provide less frequent updates).
The tables and chart below present basic information about our growth in money moved and web traffic in the first quarter of 2016 compared to the previous two years (note 1).
Money moved by donors who have never given more than $5,000 in a year increased about 50% to $1.1 million. The total number of donors in the first quarter increased about 30% to about 4,500 (note 2).
Most of our money moved is donated near the end of the year (we tracked 70% or more of our total money moved in the fourth quarter each of the last three years) and is driven by a relatively small number of large donors. Because of this, we do not think we can reliably predict our growth and think that our year-to-date total money moved provides relatively limited information about what our year-end money moved is likely to be (note 3). We therefore look at the data above as an indication of growth in our audience.
Growth in web traffic excluding Google AdWords increased 10% in the first quarter. GiveWell’s website receives elevated web traffic during “giving season” around December of each year. To adjust for this and emphasize the trend, the chart below shows the rolling sum of unique visitors over the previous twelve months, starting in December 2009 (the first period for which we have 12 months of reliable data due to an issue tracking visits in 2008).
We use web analytics data from two sources: Clicky and Google Analytics (except for those months for which we only have reliable data from one source). The raw data we used to generate the chart and table above (as well as notes on the issues we’ve had and adjustments we’ve made) is in this spreadsheet. (Note on how we count unique visitors.)
Note 1: Since our 2012 annual metrics report we have shifted to a reporting year that starts on February 1, rather than January 1, in order to better capture year-on-year growth in the peak giving months of December and January. Therefore, metrics for the “first quarter” reported here are for February through April.
Note 2: Our measure of the total number of donors may overestimate the true number. We identify individual donors based on the reported name and email. Donors may donate directly to our recommended charities and not opt to share their contact information with us, or donors may use different information for subsequent donations (for example, a different email), in which case, we may mistakenly count a donation from a past donor as if it was made by a new donor. We are unsure but would guess that the impact of this issue is relatively small and that the data shown are generally reflective of our growth from year to year.
Note 3: In total, GiveWell donors directed $2.6 million to our top charities in the first quarter of 2016, compared to $2.0 million that we had tracked in the first quarter of 2015. For the reason described above, we don’t find this number to be particularly meaningful at this time of year.
Note 4: We count unique visitors over a period as the sum of monthly unique visitors. In other words, if the same person visits the site multiple times in a calendar month, they are counted once. If they visit in multiple months, they are counted once per month.