[Wikimedia-l] Fundraiser launch update

Zack Exley zexley at wikimedia.org
Mon Nov 26 21:45:13 UTC 2012

On Mon, Nov 26, 2012 at 9:36 AM, Thomas Dalton <thomas.dalton at gmail.com>wrote:

> On Nov 26, 2012 5:15 PM, "Nathan" <nawrich at gmail.com> wrote:
> >
> > On Mon, Nov 26, 2012 at 12:11 PM, Zack Exley <zexley at 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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