Re: [Wikimedia-l] Wikimedia Deutschland - Fundraising Report

[Pine W]

Hi Till, thanks very much. Would you please document these good fundraising
practices in the Learning Patterns Library?

Pine
On May 11, 2015 2:12 AM, "Till Mletzko"  wrote:

> Hi everyone,
>
> We just released our new WMDE fundraising report. See the detailed
> report here:
> https://meta.wikimedia.org/wiki/Fundraising/Chapters/WMDE_2014_Report
>
> There is also an executive summary of the report on the movement blog:
> https://blog.wikimedia.org/2015/05/08/fundraising-made-in-germany/
>
> Cheers,
> Till
>
> *_Executive Summary_*
> From € 700,00 to € 8,200,000 in less than five years. That is an
> astonishing development. But fundraising is not just about money.
>
> Fundraising at Wikimedia Deutschland, and across the entire Wikimedia
> movement, not only helps us achieve financial goals, it also helps raise
> awareness for our mission. We reach several million people each day
> during our fundraising campaign in Germany, making ours the most
> successful online campaign in the country. With the help of a systematic
> strategy and comprehensive A/B tests, we have managed to increase our
> annual fundraising campaign revenue by more than ten times in just five
> years. This success is the result of a data-driven approach that focuses
> primarily on donors and their behavior.
>
> This Fundraising Report reviews the findings gathered from our latest
> campaign and assesses how our work has developed over recent years.
> Thanks to extensive A/B tests and the technical infrastructure that we
> have built up over the years, we are constantly and systematically
> collecting data and insights. This allows us to analyze the behavior and
> payment methods of donors, which in turn helps us to plan and
> continually improve our campaigns. We have identified five main factors
> that contribute towards fundraising success at Wikimedia Deutschland,
> and this report discusses them in detail.
>
> *Five factors of successful banners*
>
> 1. Relevance: No association, no donation. Our results show that a
> personal appeal in banners, the use of key words, and particularly
> references to current events make our appeals more relevant and
> therefore more persuasive to potential donors.
>
> 2. Visibility is something one has to fight hard for. The time span we
> have in which to draw attention to our message is very short. This
> Fundraising Report presents findings relating to when is the best time
> for the banner to appear and analyzes various design decisions,
> including color scheme.
>
> 3. Closer to the reader: If there is one thing that the entire donation
> process should be–from reading the appeal through to completing a
> donation – it’s straightforward. The fewer clicks required, the better.
> This fact is nothing new, and it certainly does not only apply to us,
> but this report will explain the concrete application of this knowledge
> in the creation of successful banners.
>
> 4. Donation obstacles should be kept to a minimum. Two findings in
> particular have emerged from our previous years’ work: Firstly,
> including suggested donation amounts on the banner has proven to provide
> effective guidance for donors. The lower the sum, the higher the number
> of people who donate–and the overall success of a campaign is greater
> when more donors give smaller amounts. Secondly, the option to donate
> anonymously is very important to many donors.
>
> 5. Raising the campaign profile: It pays to communicate fundraising
> goals and show the progress of donations. In 2014 in particular we saw
> how effective the creation of dramatic moments within a campaign can be.
> This report also touches on a surprising topic: the principle of “social
> proof” demonstrates how the behavior of a group can motivate others to
> act in the same way, yet Wikimedia Deutschland’s fundraising campaign
> made good use of the reverse of this effect.
>
> Looking back, the five factors all played a crucial role in the success
> of our campaigns; and looking ahead, their importance for the
> international movement stretches far beyond monetary matters. We should
> all see fundraising as the start of a relationship – one that requires
> continuous care and attention.
>
> *Fundraising is not about banners only*
>
> Our goal for the future is to persuade donors to become long-term
> supporters of free knowledge and the Wikimedia movement. This report
> provides a glimpse into our strategy on how to maintain and consolidate
> our donor relationships, which are built on three main pillars: regular
> contact, targeted appeals, and personal dialogue–all things that are not
> possible through communication via banners alone. This report discusses
> the enormous benefits that stand to be gained from attracting long-term
> support for the Wikimedia mission.
>
> Using the example of donation certificates, this report will show how we
> benefit from taking the wishes and expectations of donors seriously. Our
> postal and electronic mailings are proof of ho

Re: [Wikimedia-l] Organizational effectiveness research for Wikimedia organizations

[Pine W]

Hi Winifed,

Let's talk in Berlin. See you soon! (:

Pine
On May 11, 2015 8:53 AM, "Winifred Olliff"  wrote:

> Hello, Pine:
>
> Thanks for taking a look and offering your ideas!
>
> The Learning Center is based on a set of recommendations from the TCC
> Group to help get us started, so organizations taking the tool for the
> first time had somewhere to go with their results. The idea is that we can
> work together to develop it over time and make it more useful to Wikimedia
> organizations. It's not yet clear how useful the learning center could be,
> or how people want to use it. I would also like this to include better
> integration with learning patterns, which is why we added a placeholder for
> that and considered OE as part of the category structure for the learning
> patterns.
>
> If this is something you're interested in developing more, I'd certainly
> welcome your help getting things better integrated with the learning
> pattern library, since I know you are very familiar with the category
> structure. For now, I'm most interested in talking more with Wikimedia
> organizations at the upcoming meetings in Berlin first to find out if the
> learning center is even a useful idea at all and how we may want to improve
> it moving forward before anyone invests a lot more time in curation up
> front. What do you think?
>
> Cheers,
>
> Winifred
>
> On Sat, May 9, 2015 at 4:45 AM, Pine W  wrote:
>
>> Hi Winifred,
>>
>> Thanks for this info. It looks to me like the information in the Learning
>> Center could be integrated into the more Learning Patterns Library with the
>> category "Organizational effectiveness". Is this integration planned, or
>> are there reasons to keep the Learning Center separate from the Learning
>> Patterns Library?
>>
>> Thanks,
>> Pine
>>
>> Pine
>>
>>
>> On Thu, May 7, 2015 at 6:58 PM, Winifred Olliff 
>> wrote:
>>
>>> Greetings, Wikimedia colleagues!
>>>
>>> In November 2014, we launched a pilot self-assessment tool for Wikimedia
>>> organizations to help us identify areas where we as Wikimedia
>>> organizations
>>> might leverage our strengths and address our challenges to achieve better
>>> results. We have some aggregate data available from organizations that
>>> took
>>> the questionnaire.
>>>
>>> To learn more about organizational effectiveness:
>>> https://meta.wikimedia.org/wiki/Organizational_effectiveness
>>> Review the benchmarking research here:
>>> https://meta.wikimedia.org/wiki/Organizational_effectiveness/Benchmarking
>>> Read the case studies here:
>>> https://meta.wikimedia.org/wiki/Organizational_effectiveness/Case_studies
>>> Review the results from the tool here:
>>>
>>> https://meta.wikimedia.org/wiki/Organizational_effectiveness/Tool/Results/2014/December
>>>
>>> *A little background on organizational effectiveness*
>>> We are looking at how organizations are achieving impact in the Wikimedia
>>> movement. Organizational effectiveness includes all the things that make
>>> an
>>> organization good at what it does, from strong leadership and systems, to
>>> how an organization chooses and does programs that lead to results.
>>> Through
>>> this lens, we are looking specifically at groups and organizations, so we
>>> can understand how volunteers and staff work together when they are part
>>> of
>>> a group or organization.
>>>
>>> *Why we care*
>>> Improving organizational effectiveness is a way for Wikimedia
>>> organizations
>>> to achieve results, in ways that make sense in their local contexts.
>>>
>>> *The tool and the results, in brief*
>>> We are exploring this topic of organizational effectiveness in order to
>>> launch a broader conversation among Wikimedia organizations (e.g.
>>> Chapters,
>>> User Groups) to explore areas for building capacity. We have started by
>>> doing some initial benchmarking research and case studies to understand
>>> how
>>> effectiveness is understood within Wikimedia and similar movements, and
>>> we
>>> launched a pilot organizational effectiveness self-assessment tool, to
>>> help
>>> organizations identify their strengths and challenges in November 2014.
>>> This tool includes a questionnaire that is part of a self-assessment.
>>>
>>> While individual and organization results are kept confidential, our
>>> partners at the TCC Group provided us with some aggregate data based on
>>> the
>>> first round of answers to the questionnaire that is a part of the tool.
>>> The
>>> primary purpose of the questionnaire is to aid organizations in their
>>> self-assessments, and not to gather data about organizations; however,
>>> the
>>> data the TCC Group collected may be useful in launching further
>>> conversations because it highlights where Wikimedia organizations see
>>> their
>>> own strengths and challenges.
>>>
>>> *Next steps for organizational effectiveness for Wikimedia organizations*
>>> We are hosting a discussion about the organizational effectiveness tool
>>> for
>>> Wikimedia organizations at the upcoming Wikimedia

Re: [Wikimedia-l] [Wikimédia France] Practical Guide for local groups

[Sebastian Sooth]

Hi Emeric,

Wow, very nice guide! As Wikimedia Germany supports local groups and local
hubs too, I would very happy to talk with you (and others interested) about
our learnings and approaches. Currently our wikipages on this topic are in
German only, but you can find some very compressed information in our
recent impact report:
https://meta.wikimedia.org/wiki/Grants:APG/Proposals/2013-2014_round1/Wikimedia_Deutschland_e.V./Impact_report_form#Implementing_the_New_Approach:_Local_Hubs

Maybe we can have a short meetup on the topic of local groups during dinner
at the WMDE space on Friday?

Feel free to contact me directly - I would love to connect and share more
about this issue.


Mit besten Grüßen

Sebastian Sooth

-- 
Leiter
Ideenförderung /
Head of Idea Support

Kontakt zum Team Ideenförderung:
http://de.wikipedia.org/wiki/Wikipedia:Förderung#Kontakt

Wikimedia Deutschland e.V. | Tempelhofer Ufer 23-24 | 10963 Berlin
Tel. (030) 219 158 26-0
http://wikimedia.de

Wir unterstützen Ideen für Freies Wissen - und suchen Menschen, die Freies
Wissen fördern. Im Ideenportal von Wikimedia: http://ideen.wikimedia.de

Stellen Sie sich eine Welt vor, in der jeder Mensch an der Menge allen
Wissens frei teilhaben kann. Helfen Sie uns dabei!
http://spenden.wikimedia.de/

Wikimedia Deutschland - Gesellschaft zur Förderung Freien Wissens e. V.
Eingetragen im Vereinsregister des Amtsgerichts Berlin-Charlottenburg unter
der Nummer 23855 B. Als gemeinnützig anerkannt durch das Finanzamt für
Körperschaften I Berlin, Steuernummer 27/681/51985.

2015-05-11 11:49 GMT+02:00 Emeric Vallespi :

> Dear fellow Wikimedians,
>
> Wikimédia France has just issued its first iteration of Practical Guide
> for Local Groups:
> you can find it on Meta both in French [1] and in English [2].
> I hope the English version will allow us (Wikimedia stakeholders) to
> discuss and share about our different ways of supporting
> members/contributors.
>
> Consistent with Wikimédia France's strategy of regional development, the
> objective of such a guide is to improve and support the development of
> local groups, to inspire and make it easier for them to organize actions,
> get involved and maximize their empowerment. It’s a resource document,
> organized in 19 theme-based factsheets which can be updated independently
> when needed.
>
> As usual, if you have any questions/remarks, ideas of improvement or your
> own example of such a document, please get in touch with us. For those who
> will be at Wikimedia Conference in Berlin, you can discuss it over there.
>
> PS: On a more personal note, thank you to the team who led this impressive
> document production!
>
> [1] http://meta.wikimedia.org/wiki/Wikimédia_France/Guide_pratique <
> http://meta.wikimedia.org/wiki/Wikim%C3%A9dia_France/Guide_pratique>
> [2] http://meta.wikimedia.org/wiki/Wikimédia_France/Guide_pratique/en <
> http://meta.wikimedia.org/wiki/Wikim%C3%A9dia_France/Guide_pratique/en>
>
> Kind regards,
>
> --
> Emeric Vallespi
> Vice President
>
> Wikimédia France
> www.wikimedia.fr | Twitter: @Wikimedia_Fr
>
> Mob. +33 6 61 15 13 12 | emeric.valle...@wikimedia.fr
> Twitter: @evallespi
>
>
> ___
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Re: [Wikimedia-l] Organizational effectiveness research for Wikimedia organizations

[Winifred Olliff]

Hello, Pine:

Thanks for taking a look and offering your ideas!

The Learning Center is based on a set of recommendations from the TCC Group
to help get us started, so organizations taking the tool for the first time
had somewhere to go with their results. The idea is that we can work
together to develop it over time and make it more useful to Wikimedia
organizations. It's not yet clear how useful the learning center could be,
or how people want to use it. I would also like this to include better
integration with learning patterns, which is why we added a placeholder for
that and considered OE as part of the category structure for the learning
patterns.

If this is something you're interested in developing more, I'd certainly
welcome your help getting things better integrated with the learning
pattern library, since I know you are very familiar with the category
structure. For now, I'm most interested in talking more with Wikimedia
organizations at the upcoming meetings in Berlin first to find out if the
learning center is even a useful idea at all and how we may want to improve
it moving forward before anyone invests a lot more time in curation up
front. What do you think?

Cheers,

Winifred

On Sat, May 9, 2015 at 4:45 AM, Pine W  wrote:

> Hi Winifred,
>
> Thanks for this info. It looks to me like the information in the Learning
> Center could be integrated into the more Learning Patterns Library with the
> category "Organizational effectiveness". Is this integration planned, or
> are there reasons to keep the Learning Center separate from the Learning
> Patterns Library?
>
> Thanks,
> Pine
>
> Pine
>
>
> On Thu, May 7, 2015 at 6:58 PM, Winifred Olliff 
> wrote:
>
>> Greetings, Wikimedia colleagues!
>>
>> In November 2014, we launched a pilot self-assessment tool for Wikimedia
>> organizations to help us identify areas where we as Wikimedia
>> organizations
>> might leverage our strengths and address our challenges to achieve better
>> results. We have some aggregate data available from organizations that
>> took
>> the questionnaire.
>>
>> To learn more about organizational effectiveness:
>> https://meta.wikimedia.org/wiki/Organizational_effectiveness
>> Review the benchmarking research here:
>> https://meta.wikimedia.org/wiki/Organizational_effectiveness/Benchmarking
>> Read the case studies here:
>> https://meta.wikimedia.org/wiki/Organizational_effectiveness/Case_studies
>> Review the results from the tool here:
>>
>> https://meta.wikimedia.org/wiki/Organizational_effectiveness/Tool/Results/2014/December
>>
>> *A little background on organizational effectiveness*
>> We are looking at how organizations are achieving impact in the Wikimedia
>> movement. Organizational effectiveness includes all the things that make
>> an
>> organization good at what it does, from strong leadership and systems, to
>> how an organization chooses and does programs that lead to results.
>> Through
>> this lens, we are looking specifically at groups and organizations, so we
>> can understand how volunteers and staff work together when they are part
>> of
>> a group or organization.
>>
>> *Why we care*
>> Improving organizational effectiveness is a way for Wikimedia
>> organizations
>> to achieve results, in ways that make sense in their local contexts.
>>
>> *The tool and the results, in brief*
>> We are exploring this topic of organizational effectiveness in order to
>> launch a broader conversation among Wikimedia organizations (e.g.
>> Chapters,
>> User Groups) to explore areas for building capacity. We have started by
>> doing some initial benchmarking research and case studies to understand
>> how
>> effectiveness is understood within Wikimedia and similar movements, and we
>> launched a pilot organizational effectiveness self-assessment tool, to
>> help
>> organizations identify their strengths and challenges in November 2014.
>> This tool includes a questionnaire that is part of a self-assessment.
>>
>> While individual and organization results are kept confidential, our
>> partners at the TCC Group provided us with some aggregate data based on
>> the
>> first round of answers to the questionnaire that is a part of the tool.
>> The
>> primary purpose of the questionnaire is to aid organizations in their
>> self-assessments, and not to gather data about organizations; however, the
>> data the TCC Group collected may be useful in launching further
>> conversations because it highlights where Wikimedia organizations see
>> their
>> own strengths and challenges.
>>
>> *Next steps for organizational effectiveness for Wikimedia organizations*
>> We are hosting a discussion about the organizational effectiveness tool
>> for
>> Wikimedia organizations at the upcoming Wikimedia Conference in Berlin,
>> and
>> will also continue a discussion there about the future of organizational
>> effectiveness for Wikimedia organizations. Topics to explore within
>> organizational effectiveness might include areas like volunteer
>> engag

Re: [Wikimedia-l] [Wikimédia France] Practical Guide for local groups

[Cristian Consonni]

2015-05-11 12:46 GMT+02:00 Habib M'henni :
> A big thank you! A very useful document.

Merci Emeric, In Wikimedia Italia we want to implement a similar
regional development plan and we will exploit your work and
documentation.

Cristian

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Re: [Wikimedia-l] [Wikimédia France] Practical Guide for local groups

[Habib M'henni]

A big thank you! A very useful document.

Habib

Le 11/05/2015 10:49, Emeric Vallespi a écrit :

Dear fellow Wikimedians,

Wikimédia France has just issued its first iteration of Practical 
Guide for Local Groups:

you can find it on Meta both in French [1] and in English [2].
I hope the English version will allow us (Wikimedia stakeholders) to 
discuss and share about our different ways of supporting 
members/contributors.


Consistent with Wikimédia France's strategy of regional development, 
the objective of such a guide is to improve and support the 
development of local groups, to inspire and make it easier for them to 
organize actions, get involved and maximize their empowerment. It’s a 
resource document, organized in 19 theme-based factsheets which can be 
updated independently when needed.


As usual, if you have any questions/remarks, ideas of improvement or 
your own example of such a document, please get in touch with us. For 
those who will be at Wikimedia Conference in Berlin, you can discuss 
it over there.


PS: On a more personal note, thank you to the team who led this 
impressive document production!


[1] http://meta.wikimedia.org/wiki/Wikimédia_France/Guide_pratique 

[2] http://meta.wikimedia.org/wiki/Wikimédia_France/Guide_pratique/en 



Kind regards,



--
.
Habib M'henni
Technologue, ingénieur civil à l'Iset de Nabeul
Membre fondateur de CLibre et Wikimedia TN User Group
http://about.me/habibmhenni
http://habibmhenni.tn
Téléphone : +216 52232190
[Thund.linux]


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Re: [Wikimedia-l] Wikimedia Deutschland - Fundraising Report

[rubin.happy]

Hi, guys!

Thank you for publication, that is very interesting for other chapters, too.

rubin16
11 мая 2015 г. 12:12 пользователь "Till Mletzko" 
написал:

> Hi everyone,
>
> We just released our new WMDE fundraising report. See the detailed
> report here:
> https://meta.wikimedia.org/wiki/Fundraising/Chapters/WMDE_2014_Report
>
> There is also an executive summary of the report on the movement blog:
> https://blog.wikimedia.org/2015/05/08/fundraising-made-in-germany/
>
> Cheers,
> Till
>
> *_Executive Summary_*
> From € 700,00 to € 8,200,000 in less than five years. That is an
> astonishing development. But fundraising is not just about money.
>
> Fundraising at Wikimedia Deutschland, and across the entire Wikimedia
> movement, not only helps us achieve financial goals, it also helps raise
> awareness for our mission. We reach several million people each day
> during our fundraising campaign in Germany, making ours the most
> successful online campaign in the country. With the help of a systematic
> strategy and comprehensive A/B tests, we have managed to increase our
> annual fundraising campaign revenue by more than ten times in just five
> years. This success is the result of a data-driven approach that focuses
> primarily on donors and their behavior.
>
> This Fundraising Report reviews the findings gathered from our latest
> campaign and assesses how our work has developed over recent years.
> Thanks to extensive A/B tests and the technical infrastructure that we
> have built up over the years, we are constantly and systematically
> collecting data and insights. This allows us to analyze the behavior and
> payment methods of donors, which in turn helps us to plan and
> continually improve our campaigns. We have identified five main factors
> that contribute towards fundraising success at Wikimedia Deutschland,
> and this report discusses them in detail.
>
> *Five factors of successful banners*
>
> 1. Relevance: No association, no donation. Our results show that a
> personal appeal in banners, the use of key words, and particularly
> references to current events make our appeals more relevant and
> therefore more persuasive to potential donors.
>
> 2. Visibility is something one has to fight hard for. The time span we
> have in which to draw attention to our message is very short. This
> Fundraising Report presents findings relating to when is the best time
> for the banner to appear and analyzes various design decisions,
> including color scheme.
>
> 3. Closer to the reader: If there is one thing that the entire donation
> process should be–from reading the appeal through to completing a
> donation – it’s straightforward. The fewer clicks required, the better.
> This fact is nothing new, and it certainly does not only apply to us,
> but this report will explain the concrete application of this knowledge
> in the creation of successful banners.
>
> 4. Donation obstacles should be kept to a minimum. Two findings in
> particular have emerged from our previous years’ work: Firstly,
> including suggested donation amounts on the banner has proven to provide
> effective guidance for donors. The lower the sum, the higher the number
> of people who donate–and the overall success of a campaign is greater
> when more donors give smaller amounts. Secondly, the option to donate
> anonymously is very important to many donors.
>
> 5. Raising the campaign profile: It pays to communicate fundraising
> goals and show the progress of donations. In 2014 in particular we saw
> how effective the creation of dramatic moments within a campaign can be.
> This report also touches on a surprising topic: the principle of “social
> proof” demonstrates how the behavior of a group can motivate others to
> act in the same way, yet Wikimedia Deutschland’s fundraising campaign
> made good use of the reverse of this effect.
>
> Looking back, the five factors all played a crucial role in the success
> of our campaigns; and looking ahead, their importance for the
> international movement stretches far beyond monetary matters. We should
> all see fundraising as the start of a relationship – one that requires
> continuous care and attention.
>
> *Fundraising is not about banners only*
>
> Our goal for the future is to persuade donors to become long-term
> supporters of free knowledge and the Wikimedia movement. This report
> provides a glimpse into our strategy on how to maintain and consolidate
> our donor relationships, which are built on three main pillars: regular
> contact, targeted appeals, and personal dialogue–all things that are not
> possible through communication via banners alone. This report discusses
> the enormous benefits that stand to be gained from attracting long-term
> support for the Wikimedia mission.
>
> Using the example of donation certificates, this report will show how we
> benefit from taking the wishes and expectations of donors seriously. Our
> postal and electronic mailings are proof of how target-group-spe

[Wikimedia-l] [Wikimédia France] Practical Guide for local groups

[Emeric Vallespi]

Dear fellow Wikimedians,

Wikimédia France has just issued its first iteration of Practical Guide 
for Local Groups:

you can find it on Meta both in French [1] and in English [2].
I hope the English version will allow us (Wikimedia stakeholders) to 
discuss and share about our different ways of supporting 
members/contributors.


Consistent with Wikimédia France's strategy of regional development, the 
objective of such a guide is to improve and support the development of 
local groups, to inspire and make it easier for them to organize 
actions, get involved and maximize their empowerment. It’s a resource 
document, organized in 19 theme-based factsheets which can be updated 
independently when needed.


As usual, if you have any questions/remarks, ideas of improvement or 
your own example of such a document, please get in touch with us. For 
those who will be at Wikimedia Conference in Berlin, you can discuss it 
over there.


PS: On a more personal note, thank you to the team who led this 
impressive document production!


[1] http://meta.wikimedia.org/wiki/Wikimédia_France/Guide_pratique 

[2] http://meta.wikimedia.org/wiki/Wikimédia_France/Guide_pratique/en 



Kind regards,

--
Emeric Vallespi
Vice President

Wikimédia France
www.wikimedia.fr | Twitter: @Wikimedia_Fr

Mob. +33 6 61 15 13 12 | emeric.valle...@wikimedia.fr
Twitter: @evallespi


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[Wikimedia-l] Wikimedia Deutschland - Fundraising Report

[Till Mletzko]

Hi everyone,

We just released our new WMDE fundraising report. See the detailed
report here:
https://meta.wikimedia.org/wiki/Fundraising/Chapters/WMDE_2014_Report

There is also an executive summary of the report on the movement blog:
https://blog.wikimedia.org/2015/05/08/fundraising-made-in-germany/

Cheers,
Till

*_Executive Summary_*
From € 700,00 to € 8,200,000 in less than five years. That is an
astonishing development. But fundraising is not just about money.

Fundraising at Wikimedia Deutschland, and across the entire Wikimedia
movement, not only helps us achieve financial goals, it also helps raise
awareness for our mission. We reach several million people each day
during our fundraising campaign in Germany, making ours the most
successful online campaign in the country. With the help of a systematic
strategy and comprehensive A/B tests, we have managed to increase our
annual fundraising campaign revenue by more than ten times in just five
years. This success is the result of a data-driven approach that focuses
primarily on donors and their behavior.

This Fundraising Report reviews the findings gathered from our latest
campaign and assesses how our work has developed over recent years.
Thanks to extensive A/B tests and the technical infrastructure that we
have built up over the years, we are constantly and systematically
collecting data and insights. This allows us to analyze the behavior and
payment methods of donors, which in turn helps us to plan and
continually improve our campaigns. We have identified five main factors
that contribute towards fundraising success at Wikimedia Deutschland,
and this report discusses them in detail.

*Five factors of successful banners*

1. Relevance: No association, no donation. Our results show that a
personal appeal in banners, the use of key words, and particularly
references to current events make our appeals more relevant and
therefore more persuasive to potential donors.

2. Visibility is something one has to fight hard for. The time span we
have in which to draw attention to our message is very short. This
Fundraising Report presents findings relating to when is the best time
for the banner to appear and analyzes various design decisions,
including color scheme.

3. Closer to the reader: If there is one thing that the entire donation
process should be–from reading the appeal through to completing a
donation – it’s straightforward. The fewer clicks required, the better.
This fact is nothing new, and it certainly does not only apply to us,
but this report will explain the concrete application of this knowledge
in the creation of successful banners.

4. Donation obstacles should be kept to a minimum. Two findings in
particular have emerged from our previous years’ work: Firstly,
including suggested donation amounts on the banner has proven to provide
effective guidance for donors. The lower the sum, the higher the number
of people who donate–and the overall success of a campaign is greater
when more donors give smaller amounts. Secondly, the option to donate
anonymously is very important to many donors.

5. Raising the campaign profile: It pays to communicate fundraising
goals and show the progress of donations. In 2014 in particular we saw
how effective the creation of dramatic moments within a campaign can be.
This report also touches on a surprising topic: the principle of “social
proof” demonstrates how the behavior of a group can motivate others to
act in the same way, yet Wikimedia Deutschland’s fundraising campaign
made good use of the reverse of this effect.

Looking back, the five factors all played a crucial role in the success
of our campaigns; and looking ahead, their importance for the
international movement stretches far beyond monetary matters. We should
all see fundraising as the start of a relationship – one that requires
continuous care and attention.

*Fundraising is not about banners only*

Our goal for the future is to persuade donors to become long-term
supporters of free knowledge and the Wikimedia movement. This report
provides a glimpse into our strategy on how to maintain and consolidate
our donor relationships, which are built on three main pillars: regular
contact, targeted appeals, and personal dialogue–all things that are not
possible through communication via banners alone. This report discusses
the enormous benefits that stand to be gained from attracting long-term
support for the Wikimedia mission.

Using the example of donation certificates, this report will show how we
benefit from taking the wishes and expectations of donors seriously. Our
postal and electronic mailings are proof of how target-group-specific
content and communication strategies can ensure long-term success. The
fundamental importance of a well-functioning customer service team
should also not be overlooked. During the last fundraising campaign in
Germany, for example, we received hundreds of calls and answered well in
excess of 5,000 e-mails. Contact is t