Summary

Goal: To establish Mozilla as the leading publicly supported charity building and protecting the open Internet

Description: Mozilla fundraising and engagement realizes the Mozilla mission by engaging external and internal stakeholders in Mozilla's cause through philanthropy.

Target Audience: New Mozilla community members, current community members, new and current Mozilla donors and outward-facing stakeholders

Explain Mozilla as a cause

Activity: Describe and distill what Mozilla does and why it matters in lay language
- Metric: Create a steering group for development of this new articulation of the Mozilla Message
- Metric: Mentions of Mozilla as a public benefit organization outside of the Mozilla community
- Metric: Increased communications bandwidth via increased followers on Facebook groups, twitter accounts, Op-ed pieces in major papers and major blogs, participation Cause-related communities
- Metric: Executed One Mozilla brand strategy for external audiences
- Metric: Mozilla community members use new language when describing Mozilla and its mission

Activitiy: Create Mozilla mission media monitoring report
- Metric: Identification of journalists, bloggers, etc interest in the Mozilla mission
- Metric: Increase in mentions of Mozilla's mission media monitoring

Activity: Annual Report (interactive) produced in collaboration with other Mozilla orgs
- Metric: Donations lift
- Metric: Mentions of Mozilla as a cause in media, blogs, etc.

Also: integrate this:

Activity: Make www.mozilla.org a top-tier community site.
- Metric: 80% of content overlaps with mozilla.org and mozilla.com are resolved
- Metric: 4 projects from community group's content priorities list completed
- Metric: 5 most important pages localized into native language of 80% of visitors
Activity: Help the community transition to an integrated One Mozilla story.
- Metric: Convene a community group focused on the process of owning and crafting an integrated story
- Metric: Community style guide finished and progress made on other priorities identified by group

Activity: Establish campaigns and ambient pages for donations that support Mozilla's cause
- Metric: Increased traffic and conversions to donation pages (traffic generated through snippets, MoCo traffic, Care2 list building, social media outreach, etc)
- Metric: 10,000 people sign-up for both Donor & Drumbeat Newletters
- Metric: Increased donations for Core and Drumbeat, target $500,000
- Metric: Integrate with MoCo Marketing for better use of traffic and capture

Activity: Resolve issues with the IRS
- Metric: Raise $125,000.00 through direct donations
- Metric: Increase Mozilla brand awareness as a public benefit organization through the tools mentioned in objective 1
- Metric: Governance and reporting for the Mozilla project