Thanks for the announcement. I'm curious how it will work out.
Would it be possible to give a ballpark figure on what percentage of what
amount you're expecting/aiming to collect in these five countries in this
month, and how much in the rest of the world? I mean, do you expect to
raise 10%, 40%, 70% or 90% of the whole movement budget? (I know I could
probably look up last years numbers and guess some myself, but you probably
already did this :) ).
Best,
Lodewijk
2012/11/26 Zack Exley <zexley(a)wikimedia.org>
On Mon, Nov 26, 2012 at 9:36 AM, Thomas Dalton
<thomas.dalton(a)gmail.com
wrote:
On Nov 26, 2012 5:15 PM, "Nathan"
<nawrich(a)gmail.com> wrote:
On Mon, Nov 26, 2012 at 12:11 PM, Zack Exley <zexley(a)wikimedia.org>
wrote:
>
> >
> > This year we did something different and went up all over the world
for
24
> > hours on Nov 15 as sort of a dress rehearsal. That really helped us
to
> > identify a lot of little things to fix.
It also brought in two
million
> > dollars -- our biggest day ever, by
far. That gave us the confidence
to
launch much later this year.
If one-off days perform much better than individual days during a long
campaign, have you considered exchanging a 1-2 month drive for a
series of one or two day drives, spaced throughout the year? I don't
really know if that would be easier on you, raise more money or be
better for readers, but it's something to consider.
I was thinking the same thing. My understanding is that the main reason
for
a concentrated fundraising drive is that
repetition is an important part
of
convincing people to donate. If it is true that
tests bring in the same
as
the main drive, then apparently repetition
isn't important for us, so
perhaps there isn't much point in have a drive.
After this fundraiser we can make some recommendations about how many days
we'd have to fundraiser if we spread it out and see what opinions are out
there. I think some may like keeping it to one focused time per year. But I
do think it would be fewer days overall if we spread it out.
We don't have any evidence that fundraising builds the longer we have the
banners up. That idea probably comes from several years back when we ran
weak messages to "warm up" before breaking out with the strongest messages.
But then we learned that the strong messages were even stronger when we
started with them. In fact, the power of fundraising banners drops every
day they're up. Then every day there are no banners their power charges
back up.
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Zack Exley
Chief Revenue Officer
Wikimedia Foundation
415 506 9225
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