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 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 <http://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 > > < > https://meta.wikimedia.org/wiki/Mailing_lists/guidelines%0awikimedi...@lists.wikimedia.org > > > > Unsubscribe: > > https://lists.wikimedia.org/mailman/listinfo/wikimedia-l, > > <mailto:wikimedia-l-requ...@lists.wikimedia.org > > <mailto:wikimedia-l-requ...@lists.wikimedia.org > >?subject=unsubscribe> > > > > > -- > 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> > -- Tobias Schumann Fundraiser ------------------------------ Wikimedia Fördergesellschaft | Tempelhofer Ufer 23-24 | 10963 Berlin Telefon 030 - 219 158 26-0 | 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 27/602/55599. _______________________________________________ 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>
