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

2015-07-15 Thread Tobias Schumann
Hi Pine and all,

to follow up you're question: We've just posted the learning pattern
distilled from our WMDE Fundraising Report. You can find it here:

https://meta.wikimedia.org/wiki/Grants:Learning_patterns/Developing_strong_relationships_with_donors_-_more_than_communication_via_banners


Cheers,
Tobias


2015-05-12 9:37 GMT+02:00 Till Mletzko till.mlet...@wikimedia.de:

 Hi Pine,

 Thanks for the pointer. We will do so shortly after the WMCON.

 Till


 Am 11.05.2015 um 20:35 schrieb 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 till.mlet...@wikimedia.de
  mailto:till.mlet...@wikimedia.de 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 

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

2015-05-12 Thread Till Mletzko
Hi Pine,

Thanks for the pointer. We will do so shortly after the WMCON.

Till


Am 11.05.2015 um 20:35 schrieb 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 till.mlet...@wikimedia.de
 mailto:till.mlet...@wikimedia.de 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

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

2015-05-11 Thread 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 till.mlet...@wikimedia.de
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-specific
 content and communication strategies can ensure long-term 

[Wikimedia-l] Wikimedia Deutschland - Fundraising Report

2015-05-11 Thread 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 

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

2015-05-11 Thread 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 till.mlet...@wikimedia.de 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 how target-group-specific
 content and communication strategies can