(splitting this thread off) I see this wasn't posted on the list, but the fundraising team answered the question as well on https://meta.wikimedia.org/wiki/Talk:Fundraising#Q:_How_do_banners_.26_campa...
Or at least, tried to do so in good faith. Unfortunately it doesn't answer the main question I had, which was (rephrased): what is the difference between on-season and off-season fundraising (bannerwise). It seems the answer is: only the level intensity of the banners is different: in-season you'll see a lot more banners and emails, off-season you should only see them sporadically.
If I interpret it wrong, please shout out!
Best, Lodewijk
On Sat, Oct 10, 2015 at 9:41 PM, Leila Zia leila@wikimedia.org wrote:
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
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
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