This year I was in charge of marketing for EA Global. This gave me some useful insights into the EA community and why it's growing rapidly. I'm planning to do a full write-up in the future, but two insights are worth sharing now.
More than half of EA Global applications were due to referrals
Of the 2,152 applications that we received for EA Global this year, around 55% of them applied because of someone else in EA. This includes 689 applications through the nomination system and 486 that were caused by "someone involved in EA." As someone who spent the list 3+ months of my life trying to get applications for EA Global, it's very interesting that the EA community itself is still the best marketing tool we have.
EA's are willing to tell others about EA
As part of registration, we asked the following question:
How likely is it that you would recommend Effective Altruism to a friend or colleague?
This is the so-called Net Promoter Score (NPS) question popularized by Bain and Company in the early 2000s. NPS is a popular method of measuring customer loyalty. Answers are given on a 0 to 10 scale with 0 being "not at all likely" and 10 being "extremely likely." A brand's score is determined by taking the percentage of 9s or 10s (promoters) minus the percentage of 6s or below (detractors) while ignoring 7s and 8s (neutrals). A score of +50 is considered excellent. Apple scores in the high 60s to low 70s.
Out of 438 respondents, our average score was 8.53 with an NPS of +45. 42% of people gave EA a 10 out of 10. This is in line with a similar question asked of EAGx attendees which showed an NPS of +45 across 52 respondents.
NPS has a number of flaws (read the Wikipedia page for details) so I wouldn't take it too seriously. Yet, the NPS score coupled with the referral evidence suggests that as a brand EA has a very dedicated fanbase that is willing to promote the brand.
Potential implications
We might be able to draw a few implications from this:
Being More Welcoming
One popular topic of conversation is how to make EA more welcoming. And, of course, we should strive to be more welcoming. Yet, if EA is already building a highly loyal community willing to promote EA, then perhaps this isn't one of the most pressing problems facing EA.
EA is too cultish
One reaction that people sometimes have to EA is that it seems "cultish." Seeming cultish is clearly a bug and something we should fix. Yet, the perception probably results from a combination of high brand loyalty and a set of ideas that sometimes result in radical life change. Put this way, it seems more like a feature than a bug. Indeed, some of the best brands have "cultish" following (Apple comes to mind).
Edit: Howie's post below has updated me to think that we can't infer much about the welcominess of EA or whether EA is too cultish on the basis of the data here. At best we might be able to conclude that EAs think their friends and colleagues will like the community, but this doesn't tell us much of what they'll think of the community once they've interacted with it.
Excellent point. I think I agree.
I think this is an instance of "Selecting on the Correlates" which I talked about in my talk at EA Global this year (starts at minute 36). Given the examples you cite, I agree that this exerts a selection pressure against diversity and that this is bad.
Yet, we want to draw some important lines here. Interest in talking about CS professors is not a selection pressure we want to exert. But, interest in talking about EA-relevant topics (even unusual or controversial ones) is a selection pressure we want to exert. It's important to strike the right balance.
I think the issue is that "be welcoming" doesn't seem to be very helpful. To me, it sometimes seems to mean something like "be nice" which I don't think we're failing at. Other times it seems to mean something like "be normal" where that can refer to moderating actions or opinions to sync more closely with mainstream thought which may or may not be a good thing.
I think the "don't select on the correlates" idea makes the point in a more crisp way.
Haven't had a chance to listen to your talk which might clear this up but while "don't select on the correlates" does technically capture Rohin's point, it doesn't really resonate with me as making the point in a more crisp way, especially when contrasted with being welcoming.
I think one of the more insidious features of the type of phenomenon Rohin's talking about is that, from the inside, it doesn't FEEL like you're making a selection at all. Indeed, apparently EA Berkeley's intentional/explicit attempts at selection were basically random - se... (read more)