Hi Lodewijk,
On Sat, Oct 10, 2015 at 6:20 AM, Lodewijk lodewijk@effeietsanders.org wrote:
I'm a little confused though, so I hope you (or someone else) can clarify something for me: what does a campaign look like these days? Because I'm seeing banners all year round (I live in the Netherlands, maybe that makes a difference), every now and then. But I also understood that the campaigns nowadays are more sophisticated, and don't show the banner 100% any longer, but only once per IP/computer/person?
The Fundraising team can better address this but since we're in a long weekend, I'll say as much as I know: There are different kinds of campaigns, ones that go constantly in a country for a period of time, those that go on for a sample of the traffic in a country for a specific period of time. The team is trying to spread the effort across the year so all our eggs are not in one basket which is December. :-)
In terms of frequency, I think the team experiments with different banner frequencies. We know that if you see the banner more than 5 times, banner fatigue will take over. So, I think we are mostly testing with showing banners less than 5 times. For the December campaign in the US last year, if I remember correctly, you would see it once big, and then after that as a little bar on top of the page until you would close it or donate.
Leila
Thanks,
Lodewijk
On Fri, Oct 9, 2015 at 10:58 PM, Megan Hernandez <mhernandez@wikimedia.org
wrote:
Hi all,
There's a new Q1 fundraising update on meta https://meta.wikimedia.org/wiki/Fundraising#2015-2016_Q1_Update and posted here as well.
The Wikimedia Foundation has just wrapped up the first quarter of the 2015-16 fiscal year. Over these past three months, the fundraising team
has
been running ran campaigns in Japan, Brazil, Malaysia, South Africa, Belgium and Luxembourg and prepared for the upcoming year-end English fundraising campaign. The online fundraising team missed the $6 million goal for the quarter due to postponing the Italy fundraiser to October to support the Wiki Loves Monuments campaign. We raised roughly $5.7 million in the first quarter of the year and plan to make up for the loss in the next quarter. The 2014-15 fiscal year fundraising report https://wikimediafoundation.org/wiki/2014-2015_Fundraising_Report was also posted in this quarter. If you haven’t read it yet, please do check out the report for a wealth of information on the last fiscal year.
The team has used this first quarter to test a wide variety of brand new banners. From images, to banners highlighting photos from Commons, and different messages, we’ve found a few new ways to share the fundraising message with Wikipedia readers. With updated designs, we’ve ended the quarter with a banner that performs roughly 20% better than the best- performing banner from last quarter. Better performing banners are
required
to raise a higher budget with declining traffic. We’ll continue testing
new
banners into the next quarter and sharing highlights as we go.
The banner message has also been updated with suggestions from the Wikimedia community. Thank you to everyone who has suggested improvements so far! We have changed “We survive on donations averaging about $15” to “We are sustained by donations averaging about $15.” We’ve also changed “Please help us end the fundraiser and get back to improving Wikipedia”
to
“Please help us end the fundraiser and improve Wikipedia.” These message edits did not positively or negatively affect donations and were made in response to community feedback. In the past, we have also relied on community feedback to improve our campaigns. In the last year, community feedback has led to improvements to the usability of the close X icon
and a
new line to highlight the editing community, “Wikipedia is written by a community of volunteers with a passion for sharing the world’s
knowledge.”
All of these community suggestions remain in the banner. Another sentence that was briefly tested on a small percentage of users about a year ago that received negative community feedback was “If everyone reading this gave $3, we could keep it online and ad-free another year.” We did not
end
up using that sentence for the campaign and we commit to not using it in any future campaign. In the next quarter, we are planning many more
message
tests -- with both brand new ideas as well as smaller tweaks to the existing text. If you have an idea to test, please share on the 2015-16 test ideas page https://meta.wikimedia.org/wiki/Fundraising/2015-16_Fundraising_ideas. Thanks again to everyone who has shared ideas so far.
This upcoming quarter will be our biggest of the year with campaigns in Italy, France, the US, UK, Canada, Australia, New Zealand and Ireland.
The
team is focused on providing the best donation invitation and experience possible to readers. We will be sharing plenty of more information about the upcoming campaigns over the next couple of months. Thank you for your support!
--
Megan Hernandez
Director of Online Fundraising Wikimedia Foundation _______________________________________________ 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-request@lists.wikimedia.org?subject=unsubscribe
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