Hi, guys!

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

11 мая 2015 г. 12:12 пользователь "Till Mletzko" <till.mlet...@wikimedia.de>

> 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 therefore not merely an additional
> service; it is the very basis of future relationships.
> Looking ahead to future challenges, the report ends with a call to
> intensify donor relationships, to focus on donors’ needs, and to further
> diversify fundraising communications.
> (see the detailed report here:
> https://meta.wikimedia.org/wiki/Fundraising/Chapters/WMDE_2014_Report)
> --
> Mit freundlichen Grüßen
> Till Mletzko
> Teamleiter Fundraising
> -------------------------------------
> Wikimedia Fördergesellschaft
> Tempelhofer Ufer 23-24
> 10963 Berlin
> Telefon 030 - 219 158 26 -19
> www.wikimedia.de
> Stellen Sie sich eine Welt vor, in der jeder Mensch freien Zugang zu der
> Gesamtheit des Wissens der Menschheit hat. Helfen Sie uns dabei!
> http://spenden.wikimedia.de/
> Gemeinnützige Wikimedia Fördergesellschaft mbH.
> Eingetragen beim Amtsgericht Berlin-Charlottenburg unter der Nummer 130183
> B. Als gemeinnützig anerkannt durch das Finanzamt für Körperschaften I
> Berlin, Steuernummer 27/603/54814.
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