Fundraising/2017-18 Fundraising ideas

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Nutshell.png
This page in a nutshell: This is a tracking page for Wikimedia-community specific and usable suggestions for the 2017-18 WMF fundraiser campaign. Not to be confused with Talk:Fundraising principles.

Welcome everyone to the Fundraising Ideas page!

Here's what you can do:

  1. Take a look at our existing banners and suggest an iterative change. These are the easiest to test. Think about:
    • Changes in style
    • New sentences or changes to sentences
    • New layouts
  2. Suggest something bold! These are more difficult and will take time to test since they require more planning, time and resources
    • New payment methods
    • New banner functionality

Current Control Banners[edit]

These banners are our current best. They are what we test our ideas against.

(Large banners are shown only once per browser/per app)
  • Desktop Large Banner: link
  • Desktop Small Banner: link
  • Mobile Large Banner: link
  • Mobile Small Banner: link

Social Media Ideas[edit]

Fundraising and Comms are looking for suggestions for social media. We want to get people talking about the Wikimedia Projects, why it's important, the impact it has and something ultimately developed with community members. What ideas have you got?

We need your help: Story Ideas[edit]

We want to hear stories that represent why Wikipedia is important for you and the world.

Template to use

====Story Suggestion====
* '''Username:''' ~~~
* '''Interface Email Link:''' [https://meta.wikimedia.org/wiki/Special:EmailUser/USERNAME Email me here]
* '''Your story:'''

Submit your story:[edit]

Story Suggestion[edit]

  • Username: User:Seddon
  • Interface Email Link: Email me here
  • Your story: Wikipedia enabled me to understand my fathers illness. It helped me to come to terms with something in a way no doctor ever could

Story Suggestion[edit]

  • Username: Daniele Pugliesi (talk)
  • Interface Email Link: Email me here
  • Your story: The perfect encyclopaedia? Read, click, and write it... That's not magic: it's Wikipedia!

We need your help: Face Banners[edit]

Template to use

====Face Photo====
* '''Username:''' ~~~
* '''Interface Email Link:''' [https://meta.wikimedia.org/wiki/Special:EmailUser/USERNAME Email me here]
* '''My face on Commons link:''' [https://commons.wikimedia.org/wiki/File:Food_Polarization-Dierking.jpg My face on commons]

Suggest here:[edit]

Face Submission[edit]

Wikimedia Conference 2016 – Thursday & Friday – 24.jpg

Face photo[edit]

We need your help: Favourite Commons photos[edit]

Template to use

====Photo Suggestion====
* '''Username:''' ~~~
* '''Interface Email Link:''' [https://meta.wikimedia.org/wiki/Special:EmailUser/USERNAME Email me here]
* '''My favourite Commons image:''' [[File:Food_Polarization-Dierking.jpg|none|200px]]

Suggest here:[edit]

Photo Suggestion[edit]

Montreal night view.jpg

Photo Suggestion[edit]

New Ideas[edit]

Country/Language specific test ideas[edit]

Feedback: Ideas that are culturally specific to a country or a language

Wording of the banners/emails[edit]

Feedback: The language/text copy used in our appeals in both email and banners

LARGE DESKTOP BANNER WORDING CHANGES (with justifications below)[edit]

Idea 1

Hi reader in the U.S. Jimmy Wales here, founder of Wikipedia. 

Today I ask you to help prevent Wikipedia from losing its independence. We’re a non-profit that depends on donations to remain independent and ad free. Although our U.S. donors give an average of $15, only a tiny portion of our readers in the U.S. actually donate. As such, today I’m offering you a unique opportunity to make a difference to Wikipedia’s future. If you give $3, Wikipedia could thrive for years to come. The price of your morning coffee is all we need - if that’s too much, even a quarter will help. Time is running out in 2018 to help us so please consider a donation to prevent the loss of an ad-free, independent Wikipedia. Sincerely, Jimmy.    

Behavioural science concepts used:

  • Simplification: I’ve reworded and shifted sentences around to make it shorter (reducing it by about 30 characters) and easier to read for users. This is based on an established insight in psychology that reducing any friction or complexity will generally increase the occurrence of the desired behaviour.  
  • Personalisation: Research suggests that communication is more effective at motivating behaviour when it is personalised, as opposed to generic and bureaucratic. I have increased personalisation by using “I”, “we”, and “you” wherever possible; by referencing the users location twice (in the greeting and when providing the average donation for U.S. donors – note, the average and perhaps even the currency will change based on the location), the local currency (“even a quarter will help”), and making the tone more conversational.
  • Loss aversion: Research shows that People are motivated more by a potential loss than a potential gain – a concept called loss aversion. To take advantage of this phenomenon I have reworded some sentences to make this potential loss for salient. For example, “prevent Wikipedia from losing its independence” and “prevent the loss of an ad-free, independent Wikipedia”.
  • Every penny will count: Sometimes establishing - either deliberately or by accident – expectations of donation size we can crowd out people who want to donate lower amounts from giving. This can reduce the total amount donated. Research has shown that simply telling prospective donors that every penny/cent/quarter counts can increase the amount donated. This has been executed with the following line “if that’s too much, even a quarter will help”. Note this will need to be changed to fit each country’s currency (which also adds to the personalisation mentioned above).  
  • Unique opportunity bias: research shows that when people believe they have a unique opportunity they are more likely to take up that unique opportunity. As only 1% of Wikipedia readers donate, I’ve reframed the act of donation as a unique opportunity because it is. Not many people actually donate. This is done through this sentence: “As such, today I’m offering you a unique opportunity to make a difference to Wikipedia’s future”.
  • Use of bold text: research has shown that highlighting key messages (e.g. bolding or underlining) makes messages more persuasive. As such, I have underlined the “unique opportunity” sentence in anticipation of making the line more impactful. This technique – as you are well aware - can be used elsewhere as well.

Idea 2

Hi reader in the U.S. Jimmy Wales here, founder of Wikipedia. 

Today I ask you to help prevent Wikipedia from losing its independence. We’re a non-profit that depends on donations to remain independent and ad free. Although many recent donations from our U.S. readers have been over $30, only a tiny portion of our readers in the U.S. actually donate. As such, today I’m offering you a unique opportunity to make a difference to Wikipedia’s future. If you make a donation, Wikipedia could thrive for years to come. No donation is too small and even a quarter will help. Time is running out in 2018 to help us so please consider a donation to prevent the loss of an ad-free, independent Wikipedia. Sincerely, Jimmy.    

Behavioural science concepts used:

  • I have used all the techniques highlighted in idea 1 above  
  • Anchoring: an anchor is a piece of information someone sees that is then used to make subsequent judgments.
    • In the case of the large desktop banner, the line “We depend on donations averaging about $15” could be acting as an anchor, suggesting to users that donations should be around the $15 mark. However, the $15 anchor could be watered down by the second dollar-related statement: “If everyone reading this gave $3”.
    • In my second idea I have doubled the anchor to $30 and removed the low $3 anchor, replacing it with “No donation is too small and even a quarter will help”. This idea could be used to test any number of different anchor combinations

Idea 3

Hi reader in the U.S. Jimmy Wales here, founder of Wikipedia. 

Today I ask you to help prevent Wikipedia from losing its independence and to support our volunteers. Wikipedia volunteers work thousands of hours each year for free to ensure pages like the one you’re on now are reliable, unbiased and always improving. Although our U.S. donors give an average of $15, support is always needed to preserve Wikipedia’s independence. Today I’m offering you a unique opportunity to make a difference to Wikipedia’s future. If you give $3, Wikipedia could thrive for years to come. The price of your morning coffee is all we need - if that’s too much, even a quarter will help. Time is running out in 2018 to help us so please consider a donation to show your support for our hard-working volunteers. Sincerely, Jimmy.

Behavioural science concepts used:

  • I have used most of the techniques highlighted in idea 1 above  
  • Reciprocation: Wikipedia is made up of many thousands of active users who essentially work for free. Why not highlight the hours of voluntary work done by the community to increase donations. This idea is based on the principle of reciprocation – that people feel compelled to respond to positive actions (e.g. free editing of Wikipedia pages) with their own positive actions (e.g. donating to Wikipedia). I’ve tried to capture this with the following line
  • Social norms: Test the impact of removing the line “only a tiny portion of our readers in the U.S. actually donate”. Research from psychology shows that people tend to conform to the behaviour of others. One study found that simply telling hotel guests that most guests re-use their towels increased towel re-use among subsequent guests. Likewise, a sign trying to prevent the removal of petrified wood from a forest mentioned that “Many past visitors have removed petrified wood from the park” – this sign had the unintended consequence of increasing the removal of petrified wood. The line about small portion of donors could be acting in a similar way, unintentionally suggesting that most people don’t donate and, therefore, the person receiving the message shouldn’t have to donate either.

Technical[edit]

Feedback: Cookies, payment flows, central notice, banner targeting

Design[edit]

Feedback: Banner and Email design elements

Communication to community[edit]

Feedback: Community communication, involvement and engagement