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.
I think the tone of this post projected a confidence around your empirical views that initially led me to glaze over the actual data you present. But on a second read I noticed that the NPS at EAG was 5 points lower than the threshold you give for "excellent" (and far short of what you say is typical of Apple). This felt a bit jarring in light of the takeaways that "EAs really love EA" - so much so that being more welcoming isn't a very pressing problem.
Nothing in this post is actually inconsistent with an NPS that's short of excellent. I don't even really have an opinion about whether NPS is a useful measure. But it does make me feel like the "potential implications" you list are things you already believed. Did the data affect your views much one way or another? Do you have a sense for the threshold at which you would have instead written a post that said "even though the NPS at EAG was only good, not great, I still believe that making EA more welcoming is not one of the most pressing problems facing EA?"
Similarly, I don't really see how either of your conclusions could really be a "potential implication" of the fact that more than half of EAG applications were due to referrals. To me this data seems equally consistent with the exact opposite conclusions - only people who already know an EA well end up applying to EAG, which is evidence that EAG is unwelcoming and too cultish. Alternatively, if very few applications had come through referrals, say 5%, you could just as easily argue that this was evidence against the need to be more welcoming (tons of people who don't know us feel welcome to apply) and against EA being too cultish (it's not a closed system at all)!
Obviously it's ok for you to have views that aren't driven by this fairly limited data. But if the data isn't really one of the stronger factors informing your views, I think I'd probably prefer to see them presented in separate posts. I think there's otherwise a risk of building a habit of using "data as soldiers" (https://wiki.lesswrong.com/wiki/Arguments_as_soldiers) and losing opportunities to update.
This wasn't the tone I was going for. On my reading of the post, it's pretty hedge-y, with the exception of the title. Can you help me out by pointing out some ways that I seem overconfident in the empirical view?
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