TLYCS has wrapped up the grass-roots, university focused pamphleting pilot that we posted about earlier this year. The entire writeup can be viewed here, but the major results (taken from the introduction) are given below. I'm happy to answer any questions in the comments, and if anyone wants to view the full data set we collected, I can talk with the folks at TLYCS about getting it to you. Thanks again for the helpful comments and critique you all provided at the outset of this pilot, and hopefully these results will be useful to someone down the line.
The Life You Can Save (TLYCS) ran a test-pilot for a grass roots pamphleting program during Spring of 2015. On five separate outings during May and June, roughly 3500 pamphlets were handed out to students on Los Angeles area university campuses. The metrics of interest for the pilot were the number of visitors to the TLYCS website generated by the pamphlets, and the associated cost per visitor.
In post-pilot analysis, the estimated acquisition rate of website visitors per-pamphlet for these outings was between 0.6 % and 1.1 %. This translates to a $125 to $70 cost per-website visitor at the $0.75 price-per-unit TLYCS paid for the pamphlets. However, this cost could be straightforwardly reduced to between $12 to $6 per-website visitor by more economically sourcing the pamphlets.
There is reason to believe that a more focused, strategic pamphlet design, along with offering an incentive in the pamphlet, could have driven up the acquisition rate. However, even a doubling of the rate would not have produced a per-visitor cost on par with TLYCS’s online advertising efforts. Therefore a decision was made in the wake of the pilot to discontinue the program.
FYI, the previous posts on this topic are: