[Wikimedia-l] Fundraiser launch update

[Lodewijk]

Thanks!

2012/11/27 Zack Exley <zexley at wikimedia.org>

> One more thing I should have mentioned: We'll still be testing from time to
> time around the world during the rest of November and December. So don't be
> alarmed if you see banners up. We're still actively trying to improve
> donation processing and translations everywhere.
>
> So far this has been going really well. I know that in some ways the
> banners seem more agressive this year. (But they are only 90-120px tall on
> most screens, vs 172px last year!) But we're on track to having a radically
> shorter fundraiser.
>
> We're also hoping to experiment with turning banners off for people after
> they've seen them a certain number of times (probably 5 times). If we can
> do that without slowing down the fundraiser, we'll make that a new feature
> of the campaign.
>
>
> On Sun, Nov 25, 2012 at 11:10 PM, Zack Exley <zexley at wikimedia.org> wrote:
>
> > Hi all,
> >
> > We have some information on the fundraiser launch to share.  We are still
> > planning on launching Monday, November 26, but we're going to make a
> change
> > this year in the timing of campaigns around the world.
> >
> > Every year, as we get closer to the launch date, we test more frequently
> > and discover new messages and designs that make the fundraiser much more
> > efficient (i.e. more money per day, shorter fundraiser, fewer and/or
> > smaller banners).
> >
> > In the past couple weeks, we've discovered some new designs and messages
> > that we believe will let us shorten the fundraiser by a lot -- *and* make
> > the banners much smaller than they've typically been.
> >
> > But we don't have time to adapt these to all the countries and languages
> > in the world right away. This has pushed us to do something we've known
> is
> > the right thing to do for some time.
> >
> > We're going to run this end of year campaign only in 5 countries (US, CA,
> > GB, AU & NZ) and then spend three months meticulously localizing and
> > translating (and testing for new purely local messages) before running
> the
> > global campaign in all other counties, in which our best messages and
> > designs developed in December will be used across the world.
> >
> > We will use the time over the next month to run short tests of various
> > messages and payment options in other languages and countries in
> > preparation for the global campaign that we'll run in April.  So people
> in
> > the five-country campaign will still only see a campaign once a year (in
> > December).  And people in all other countries will still only see a
> > campaign once a year (in April).
> >
> > *Everyone, everywhere will only see one campaign per year* -- unless they
> > happen to travel from, say, the US in December to India in April.
> >
> > We're excited about breaking the campaign up for several reasons.  Over
> > the next month, we will be able to focus on testing and finding the best
> > messages.  The new "Facts" banners have opened up more testing
> possibilites
> > for us, and we'll learn a lot about our messages in the next month, while
> > we can test 24 hours per day.  We'll use the lessons learned from the
> > December five-country campaign and spend the next three months applying
> > them correctly and testing multiple versions in other languages and
> > countries.
> >
> > What we've learned over the past few years is that the same messages tend
> > to win all over the world. But that translating short, colloquial
> > fundraising messages takes a long time and many translators to get right.
> > And we're finding a new "best" message basically every day. We don't
> think
> > it's good if only English readers are getting our best messages.
> >
> > So overall, we think we'll be able to run both the English banners and
> the
> > multilingual banners better by breaking up the campaign.
> >
> > Our volunteer translators have already done a ton of work translating our
> > current best messages -- and we are very thankful! We're using all of
> those
> > translations now, in our testing and they will be the basis of the April
> > campaign. We will be engaging the community of volunteers, donors and
> > readers even more in the coming months to optimize the translations of
> the
> > new messages and ramp up testing in various languages.  Moreover, there
> are
> > technical updates to the translation system that we'll be able to use
> > during the April campaign that are not released yet.
> >
> > We are looking forward to more of our readers receiving better messages
> > and donation experiences in countries around the world.
> >
> > More info to come! Instead of replying to this thread, please comment on
> > the Fundraiser 2012 meta discussion page:
> > http://meta.wikimedia.org/wiki/Talk:Fundraising_2012
> >
> > Zack & Megan,
> > WMF fundraising
> >
>
>
>
> --
> Zack Exley
> Chief Revenue Officer
> Wikimedia Foundation
> 415 506 9225
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