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 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. > > _______________________________________________ > Wikimedia-l mailing list, guidelines at: > https://meta.wikimedia.org/wiki/Mailing_lists/Guidelines > Wikimedia-l@lists.wikimedia.org > Unsubscribe: https://lists.wikimedia.org/mailman/listinfo/wikimedia-l, > <mailto:wikimedia-l-requ...@lists.wikimedia.org?subject=unsubscribe> _______________________________________________ Wikimedia-l mailing list, guidelines at: https://meta.wikimedia.org/wiki/Mailing_lists/Guidelines Wikimedia-l@lists.wikimedia.org Unsubscribe: https://lists.wikimedia.org/mailman/listinfo/wikimedia-l, <mailto:wikimedia-l-requ...@lists.wikimedia.org?subject=unsubscribe>
