Foundation/EOY

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Emergency On-Call

Frequently used pads

Important December Milestones

  • 1: Snippet circulation increase to 30% (USEN, DE, FR, PT-BR, ID, ES)
  • 12: Snippet circulation increase to 50% (all)
  • 17: Full list email to Foundation list + FF&Y test email
  • 18: Snippet circulation increase to 100% (all)
  • 26: Disruptive snippet design launch / mozilla.org overlay launch
  • 30: Firefox & You Launch (Likely the highest volume day of the campaign)

Current status

As of December 26, 2014

  • Raised $2 million!
  • Email #1 - 3 raised over $137,000 (Mozilla Foundation list)
  • Firefox + You appeal proofs approved, launching Dec 30 (DE, FR, PTBR, ES, EN)
  • New blog posts:

https://fundraising.mozilla.org/trimming-load-times-worldwide/ https://fundraising.mozilla.org/localized-fundraising-after-1-75-million-how-are-we-doing/ https://fundraising.mozilla.org/when-testing-meets-localization/

  • Snippet circulation increased to 100% (DE, FR, PTBR, ES, EN)
  • Next big milestone: Homepage overlay launches December 28; FF+Y launches December 30

see previous status updates below

Daily Stand-ups

  • New time! 12:00 PT / 3:00 ET daily in Andrea Wood's Vidyo Room

Do These First

[EOYFR2014] [p1]

ID Summary Whiteboard Assigned to Status Priority
1109450 Update short URL to open sequential form for all "share" instances [EOYFR2014][donation flow][p1] Kelli Klein NEW --
1112333 EOY Snippet Testing: Choose 4 copy variations for existing snippet [EOYFR2014][p1][snippet] Andrea Wood [:andreawood] ASSIGNED --
1112340 META: Year-end fundraising 'disruptive' snippet in play during last week of December [EOYFR2014][snippet][p1][dec28] Andrea Wood [:andreawood] NEW --
1112347 EOY: Launch 'disruptive' snippet into EN snippet [EOYFR2014][snippet][p1][dec28] Fabio Rios [:frios] NEW --
1114442 Brazil donations half what they should be ($9,000 vs. $18,000+) [EOYFR2014][l10n][snippet[dec28][p1] Andrea Wood [:andreawood] NEW --

5 Total; 5 Open (100%); 0 Resolved (0%); 0 Verified (0%);


Do These Second

[EOYFR2014] [p2]

ID Summary Whiteboard Assigned to Status
1105786 Add Bitcoin to local database of transactions [EOYFR2014][f.m.o] [p2] Jon Buckley [:jbuck] NEW

1 Total; 1 Open (100%); 0 Resolved (0%); 0 Verified (0%);


Deliverable: Donation Form and Flow

  • [EOYFR2014] [donation flow]
  • see the work flows here and here
  • Donation form testing plan -- see the variation tree
ID Summary Whiteboard Assigned to Status
1109450 Update short URL to open sequential form for all "share" instances [EOYFR2014][donation flow][p1] Kelli Klein NEW
1114369 Accept single digit numbers for CC exp. date on sequential form [EOYFR2014][donation flow] NEW

2 Total; 2 Open (100%); 0 Resolved (0%); 0 Verified (0%);


Deliverable: fundraising.mozilla.org (including localization)

ID Summary Whiteboard Assigned to Status
1105786 Add Bitcoin to local database of transactions [EOYFR2014][f.m.o] [p2] Jon Buckley [:jbuck] NEW

1 Total; 1 Open (100%); 0 Resolved (0%); 0 Verified (0%);


Deliverable: Snippet

ID Summary Whiteboard Assigned to Status
1112333 EOY Snippet Testing: Choose 4 copy variations for existing snippet [EOYFR2014][p1][snippet] Andrea Wood [:andreawood] ASSIGNED
1112340 META: Year-end fundraising 'disruptive' snippet in play during last week of December [EOYFR2014][snippet][p1][dec28] Andrea Wood [:andreawood] NEW
1112347 EOY: Launch 'disruptive' snippet into EN snippet [EOYFR2014][snippet][p1][dec28] Fabio Rios [:frios] NEW

3 Total; 3 Open (100%); 0 Resolved (0%); 0 Verified (0%);


Deliverable: Visual Assets

  • [EOYFR2014] [assets]
ID Summary Whiteboard Assigned to Status

0 Total; 0 Open (0%); 0 Resolved (0%); 0 Verified (0%);


Deliverable: Community Marketing

  • [EOYFR2014] [community]
  • see notes
ID Summary Whiteboard Assigned to Status

0 Total; 0 Open (0%); 0 Resolved (0%); 0 Verified (0%);


Deliverable: Comms

  • [EOYFR2014] [comms]
ID Summary Whiteboard Assigned to Status
1110906 Send thank you to people who donated > $100 [EOYFR2014][jan15][comms] Andrea Wood [:andreawood] NEW

1 Total; 1 Open (100%); 0 Resolved (0%); 0 Verified (0%);


Deliverable: Localization

ID Summary Whiteboard Assigned to Status
1114442 Brazil donations half what they should be ($9,000 vs. $18,000+) [EOYFR2014][l10n][snippet[dec28][p1] Andrea Wood [:andreawood] NEW

1 Total; 1 Open (100%); 0 Resolved (0%); 0 Verified (0%);


Deliverable: Metrics / Optimization / Testing

ID Summary Whiteboard Assigned to Status

0 Total; 0 Open (0%); 0 Resolved (0%); 0 Verified (0%);


Goal

In 2014 we need to raise $17 million to fund the work of the Mozilla Foundation, with $2.25 million coming from small dollar fundraising.

Docs

Key Outcomes

This campaign is projected to bring in at least 75% of the total small dollar revenue goal in 2014. Additionally, we expect to increase the proportion of donations from outside the United States, increase snippet revenue to at least $1 million, increase the total number of donors while maintaining an average donation of $11.63, and improve the donor experience.

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 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)
      • NEW Indonesia (ID)
      • NEW Latin America (Spanish)

Success metrics

    • Raise $1.75 million November 1 - December 31;
    • Donor retention (2013 donors who donate again in 2014);
    • New donor acquisition (75% more donors than the 2013 campaign).

Roles

    • R: Andrea Wood
    • A: Geoffrey MacDougall
    • S: Kelli Klein, Studio Mofo, Jean Collings, Michaela Smiley

2014 Milestones (for 2015 planning purposes!)

As of December 8, 2014

As of December 4, 2014:

  • First email of six went out after testing; in the first it's raised over $30K
  • Posted on social for the first time
  • Currently testing the button colors on the donation form
  • Totalizer on fundraising.mozilla.org is now being updated dynamically
  • Remaining P1 bugs include localizing Paypal pages

As of November 28:

As of November 20:

  • Our first “select amount” snippet is now in circulation to about 10% of US-EN general Firefox snippet traffic: https://snippets.mozilla.com/show/4758/. It went live around 9:35pm PST. Users who click hit our new, highest-performing 1-page form. Putting donate buttons right on the snippet is a significant departure from previous fundraising snippet designs. This one is most definitely breaking new ground. We’ll let this one stay up for at least 3-4 days, to get a nice sample size.
  • We are now accepting Bitcoin donations. https://blog.mozilla.org/blog/2014/11/20/mozilla-now-accepts-bitcoin/
  • Our new Directory Tile for EOY is now live. (Nice job Sabrina!) This is the first time we’re using that channel for fundraising. The Tiles team asked us to share the data with them…. and of course we will! The total will show up on fundraising.mozilla.org once it’s launched soon. Here’s what it looks like: https://bug1076000.bugzilla.mozilla.org/attachment.cgi?id=8522356
  • Our top dev priority is finishing fundraising.mozilla.org
  • Our secondary dev priority is finishing the sequential donate form