This is a good thread -- it's important to be unified in our message, proud of it, and aware of how broadly it spreads. Every campaign both raises some funds for the project, gives supporters an opportunity to talk about Wiki*edia with their friends, and shifts public perception of who we are, what we do, and why.
Liam, you made a series of good comments about the fundraising principles; I've posted them and some related thoughts at https://meta.wikimedia.org/wiki/Talk:Fundraising_principles
Many people mentioned that we could remind readers they can express gratitude by contributing knowledge. This message bears repeating every year - it is welcoming to the millions of one-time contributors who read it; it is encouraging to those who have never contributed; it offers an option to those who want to be supportive but have no other way to donate.
Sam
PS: The poster below is part of a deranged sockfarm, now blocked from en:wp, which has started spamming WM mailing lists (see the India list) and is squatting the site http://www.wikimedia.xyz/ . Please do not feed, and moderate as needed.
Site Admin 1924.hra@gmail.com wrote:
Please inform and educate why anonymous WMF communities are writing false, concocted and fabricated articles about our organisation