Foundation/EOY-2015: Difference between revisions

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__NOTOC__
__NOTOC__
=Emergency On-Call=
==2015 End of Year Fundraising at Mozilla==
* (insert link when available)
Welcome to the 2015 EOY Wiki. '''Here, you'll find details of our end-of-year fundraising campaign.''' If you have any questions about our work, please [http://mailto:%20erikad@mozillafoundation.org email Erika], visit our [https://github.com/mozilla/donate.mozilla.org/issues Github repo], or explore our fundraising open [http://fundraising.mozilla.org/ blog]. To donate now visit [[mozilla.org/donate]].


=Frequently used docs=
==Why does Mozilla fundraise?==
* Daily EOY check in notes: coming
Good question; we get asked this all the time! '''We fundraise to build relationships that help advance the web.''' The EOY campaign, in particular, educates the people who use our products about Mozilla's [https://www.mozilla.org/en-GB/about/manifesto/ non-profit mission] and helps deepen relationships with Firefox users. The money we receive supports the work of the Mozilla Foundation, including our [[Webmaker/2015|learning]] and [https://advocacy.mozilla.org/ advocacy] programs, community initiatives like [https://2015.mozillafestival.org/ MozFest], and products to explore the open web like [https://beta.webmaker.org/#/ Webmaker]. 
* Test results: coming
* 2015 Ideas: https://foundation.etherpad.mozilla.org/EOYFR-2015-Ideas


=Important 2015 Milestones=
==What are we hoping to achieve?==
* Nov 15: Campaign Launch
* Raise $3 million USD before December 31, 2015;
* Increase monthly donors to 5,500 individuals;
* Acquire 75% more new donors than the 2014 campaign;
* Increase proportion of US / non-US donations from 56%/44% in 2014 to 51%/49%.
 
==How will we achieve our goals?==
* Improve localization to increase the proportion of donations from outside the United States;
* Deepen relationships with new and returning donors;
* Improve internal infrastructure.
Read more details in our [https://docs.google.com/document/d/1PCrDa-vC0KlvYIuGgqKuidTijJ-90VrEOCdHM2FPVW4/edit EOY Creative Brief]
 
==Important 2015 Milestones==
* Oct 1:  Launch test campaign in Germany
* Nov 15: Launch EOY campaign in US-EN locales
* Dec 18: Snippet circulation increase to 100% (all)
* Dec 18: Snippet circulation increase to 100% (all)
* Dec 26: Disruptive snippet design launch / mozilla.org overlay launch  
* Dec 26: Disruptive snippet design launch / mozilla.org overlay launch  
* Dec 30: Firefox & You Launch (Likely the highest volume day of the campaign)
* Dec 30: Firefox & You Launch (Likely the highest volume day of the campaign)


=Current status=
==Current status==
 
As of October 15, 2015:
As of July 15, 2015
* German fundraising campaign is live (see the up-to-date [https://docs.google.com/spreadsheets/d/1Inh1KSkXSh8cJiCnvwm00JOq85FsPQR5L3pzPzQBBio/edit#gid=9 results].);
* Fundraising Planning meeting scheduled in San Francisco (Aug 4-8)
* [https://mana.mozilla.org/wiki/display/IPPP/CRM+Program+2015 Migration to Salesforce and Exact target] is on track and nearing completion;
 
* Localization has successfully moved to [http://pontoon.mozilla.org/ Pontoon];
=Recurring Meetings=
* [https://github.com/mozilla/donate.mozilla.org/issues/436 Donation experience UI] has been redesigned.
* WEEKLY Meetings: Will begin week of August 10
* DAILY Stand-ups: Will begin November 1, daily in Andrea Wood's Vidyo Room
 
==Goal==
In 2015 we need to raise $20 million to fund the work of the Mozilla Foundation, with $3 million coming from online fundraising.  


==Background and Reference Docs==
==Background and Reference Docs==
* '''Fundraising Team Charter''': https://fundraising.mozilla.org/fundraising-team-charter/
* '''Fundraising Team Charter''': https://fundraising.mozilla.org/fundraising-team-charter/
* '''Slides'''
* '''Github Repo''': https://github.com/mozilla/donate.mozilla.org/issues
* '''Github Repo''':  
* '''Project Brief''': https://goo.gl/wXSyZC  
* '''Project Brief''': https://goo.gl/wXSyZC  
* '''2015 Fundraising Goals (all sources)''': https://goo.gl/UjGMWc
* '''2015 Fundraising Goals (all sources)''': https://goo.gl/UjGMWc
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==Target audience==
==Target audience==
** Previous donors from all channels;
* Previous donors from all channels;
** New donors who see our channel promotion (e.g. the snippet);
* New donors who see our channel promotion (e.g. the snippet);
** New donors who see that a friend or family donated (via share on Twitter, for instance);
* New donors who see that a friend or family donated (via share on Twitter, for instance);
** Mozilla staff members, community members, their friends & family;
* Mozilla staff members, community members, their friends & family;
** Targeting the following locales:
* Targeting the following locales:
*** EN (USA, Canada, UK, Australia and also Sweden, Denmark, and other locales where EN is widely spoken)
** EN (USA, Canada, UK, Australia and also Sweden, Denmark, and other locales where EN is widely spoken)
*** France (FR)
** France (FR)
*** Germany (DE)
** Germany (DE)
*** Brazil (PT-BR)
** Brazil (PT-BR)
*** Italy (IT)
** Italy (IT)
*** Indonesia (ID)
** Indonesia (ID)
*** Latin America (Spanish)
** Latin America (Spanish)
 
==Success metrics==
** Raise $3 million USD before December 31;
** Increase monthly donors to 5,500 individuals;
** New donor acquisition (75% more donors than the 2014 campaign);
** Increase proportion of US / non-US donations from 56%/44% in 2014 to 51%/49%.


==Roles==
==Roles==
** R: Erika Drushka, Scott Downe, Adam Lofting, Jordan Gushwa, Andrea Wood
* R: Erika Drushka, Scott Downe, Adam Lofting, Jordan Gushwa, Andrea Wood
** A: Andrea Wood  
* A: Andrea Wood  
** S: Kevin Zawacki Jen Bertsch, Michaela Smiley, Jess Davis, Jean Collings
* S: Kevin Zawacki Jen Bertsch, Michaela Smiley, Jess Davis, Jean Collings
** C: Angela Plohman, Erika Jostedt, Tim Murray, Matej Novak
* C: Angela Plohman, Erika Jostedt, Tim Murray, Matej Novak
** I: Mark Surman, Jascha Kaykas Wolff, Rebecca Davies, Mary Ellen Muckerman, Mary Colvig,
* I: Mark Surman, Jascha Kaykas Wolff, Mary Ellen Muckerman, Mary Colvig,

Revision as of 23:15, 13 October 2015

2015 End of Year Fundraising at Mozilla

Welcome to the 2015 EOY Wiki. Here, you'll find details of our end-of-year fundraising campaign. If you have any questions about our work, please email Erika, visit our Github repo, or explore our fundraising open blog. To donate now visit mozilla.org/donate.

Why does Mozilla fundraise?

Good question; we get asked this all the time! We fundraise to build relationships that help advance the web. The EOY campaign, in particular, educates the people who use our products about Mozilla's non-profit mission and helps deepen relationships with Firefox users. The money we receive supports the work of the Mozilla Foundation, including our learning and advocacy programs, community initiatives like MozFest, and products to explore the open web like Webmaker.

What are we hoping to achieve?

  • Raise $3 million USD before December 31, 2015;
  • Increase monthly donors to 5,500 individuals;
  • Acquire 75% more new donors than the 2014 campaign;
  • Increase proportion of US / non-US donations from 56%/44% in 2014 to 51%/49%.

How will we achieve our goals?

  • Improve localization to increase the proportion of donations from outside the United States;
  • Deepen relationships with new and returning donors;
  • Improve internal infrastructure.

Read more details in our EOY Creative Brief

Important 2015 Milestones

  • Oct 1: Launch test campaign in Germany
  • Nov 15: Launch EOY campaign in US-EN locales
  • Dec 18: Snippet circulation increase to 100% (all)
  • Dec 26: Disruptive snippet design launch / mozilla.org overlay launch
  • Dec 30: Firefox & You Launch (Likely the highest volume day of the campaign)

Current status

As of October 15, 2015:

Background and Reference Docs

Target audience

  • Previous donors from all channels;
  • New donors who see our channel promotion (e.g. the snippet);
  • New donors who see that a friend or family donated (via share on Twitter, for instance);
  • Mozilla staff members, community members, their friends & family;
  • Targeting the following locales:
    • EN (USA, Canada, UK, Australia and also Sweden, Denmark, and other locales where EN is widely spoken)
    • France (FR)
    • Germany (DE)
    • Brazil (PT-BR)
    • Italy (IT)
    • Indonesia (ID)
    • Latin America (Spanish)

Roles

  • R: Erika Drushka, Scott Downe, Adam Lofting, Jordan Gushwa, Andrea Wood
  • A: Andrea Wood
  • S: Kevin Zawacki Jen Bertsch, Michaela Smiley, Jess Davis, Jean Collings
  • C: Angela Plohman, Erika Jostedt, Tim Murray, Matej Novak
  • I: Mark Surman, Jascha Kaykas Wolff, Mary Ellen Muckerman, Mary Colvig,
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