{"id":401,"date":"2014-10-23T17:05:19","date_gmt":"2014-10-23T21:05:19","guid":{"rendered":"http:\/\/mozfundraising.wpengine.com\/?p=401"},"modified":"2019-02-26T10:39:33","modified_gmt":"2019-02-26T18:39:33","slug":"a-preview-of-mozillas-2014-year-end-fundraising-campaign","status":"publish","type":"post","link":"https:\/\/blog.mozilla.org\/foundation-archive\/fundraising\/a-preview-of-mozillas-2014-year-end-fundraising-campaign\/","title":{"rendered":"A Preview of Mozilla\u2019s 2014 Year-End Fundraising Campaign"},"content":{"rendered":"

Mozilla is a nonprofit organization with an incredible global community behind everything we do. Our fundraising strategy sustains our work to encourage more people around the world to move beyond just using the Web — to making it.<\/p>\n

We had an awesome 2013 year-end fundraising campaign. We exceeded our projected revenue goal, but building that campaign did something arguably more important:\u00a0 It established a culture of excellence in our small-dollar fundraising programs. We made huge improvements to how we execute our End of Year (EOY) campaign and now we have a rock-solid baseline from which to grow. Here\u2019s a summary:<\/strong><\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n
We did this during EOY 2013<\/b><\/td>\n… \u00a0and this was the result:<\/b><\/td>\n<\/tr>\n
We executed a coordinated, multi-channel strategy in line with other large nonprofits who run fundraising campaigns in the final month of the year.<\/td>\nWe raised a total of $1.4 million — double the amount raised during EOY 2012 and $250,000 more than projected. We proved we can stand shoulder to shoulder with the best fundraising organizations out there.<\/td>\n<\/tr>\n
We adopted a \u201cworking open\u201d philosophy by creating fundraising.mozilla.org<\/a> (FMO).<\/td>\nFMO answered the Q \u201cWhy are we fundraising?\u201d and gave us a way to share our strategies, clear up myths, and get Mozillians excited about the campaign.<\/td>\n<\/tr>\n
We began planning earlier than previous years and consulted with many other teams well in advance.<\/td>\nOur cross-team work brought in over $300,000! We increased revenue from the mozilla.org homepage by over 530% over 2012. The email open rate for the Firefox & You fundraising message improved to 43.63% compared to 27.33% in 2012, and the click-through rate (CTR) increased more than 4x to 5.99% from 1.31% in 2012. We did more, and did better, by respecting people\u2019s time and planning smart with colleagues around Mozilla.<\/td>\n<\/tr>\n
We established specific projections and targets by channel.<\/td>\nWe built a culture of data-driven decision-making that relies on numbers instead of \u201cgut\u201d. It gave us real metrics to measure success. This is how every effective fundraising program gets results.<\/td>\n<\/tr>\n
We evaluated or experimented with new fundraising channels (such as Reddit advertising and alternate currencies).<\/td>\nWe tried some stuff, and learned a lot about what works and what doesn\u2019t. It is strengthening our 2014 strategy.<\/td>\n<\/tr>\n
We conducted rigorous testing where the ROI on that testing would be highest — on the snippet channel.<\/td>\nWe increased revenue through the snippet by more than 1100% over 2012.<\/td>\n<\/tr>\n
We localized the EOY snippet for the first time (DE, FR, PT-BR).<\/td>\nOver 46,000 donations were made by donors outside the U.S. (accounting for 42% of all donors).<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Now, what\u2019s the plan for 2014?<\/strong><\/h3>\n

We have a bigger team of incredible Mozillians who are pitching in, and we got an even bigger head start this year in our planning. Here\u2019s what we\u2019re aiming for:<\/p>\n

1. Raise at least $1.75 million<\/strong> in individual donations between November 1 and December 31, 2014. This includes a projected increase in snippet revenue to at least $1 million. Many of the learnings and best practices established during 2013 snippet testing can be found in this comprehensive blog post. Based on those learnings, we know what we need to do. Our biggest opportunity: Optimize the donation form. That\u2019s where I think we have the most ROI to gain. We also will have more staff dedicated to data collection and analysis;<\/p>\n

2. Increase the proportion of donations from outside the United States.<\/strong> Mozilla is a global organization and we should continue to inspire more support from around the world, not just the United States. Goal: At least 55% of donations from non-U.S. locales (an increase of 13 percentage points over 2013).<\/p>\n

3. Delight donors.<\/strong> This includes improving our FAQ<\/a>, expanding accepted payment methods, increasing accepted currencies, improved localization, improved mobile payment UX, and more.<\/p>\n

Most of the optimized tools and practices for fundraising will stay in place after the campaign wraps on January 1, 2015. All of the work that goes into this campaign has a big impact on our ability to inspire support the other 315 days of the year. Ultimately, it is about long-term sustainability for Mozilla.<\/p>\n

Stay tuned for more updates as the campaign unfolds.<\/p>\n","protected":false},"excerpt":{"rendered":"

Mozilla is a nonprofit organization with an incredible global community behind everything we do. Our fundraising strategy sustains our work to encourage more people around the world to move beyond just using the Web — to making it. We had … Continue reading<\/a><\/p>\n","protected":false},"author":144,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[327515],"tags":[],"_links":{"self":[{"href":"https:\/\/blog.mozilla.org\/foundation-archive\/wp-json\/wp\/v2\/posts\/401"}],"collection":[{"href":"https:\/\/blog.mozilla.org\/foundation-archive\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.mozilla.org\/foundation-archive\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.mozilla.org\/foundation-archive\/wp-json\/wp\/v2\/users\/144"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.mozilla.org\/foundation-archive\/wp-json\/wp\/v2\/comments?post=401"}],"version-history":[{"count":0,"href":"https:\/\/blog.mozilla.org\/foundation-archive\/wp-json\/wp\/v2\/posts\/401\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.mozilla.org\/foundation-archive\/wp-json\/wp\/v2\/media?parent=401"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.mozilla.org\/foundation-archive\/wp-json\/wp\/v2\/categories?post=401"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.mozilla.org\/foundation-archive\/wp-json\/wp\/v2\/tags?post=401"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}