"Privacy is a Human Right" / Hands off my data
We have seen that this statement has resonated on social media over the last year. Every time we tweet this simple phrase, it's our top performing tweet for the month. It also falls directly in line with the suggestions made in the Berkeley Group's marketing report to Tor--that we should be working to highlight our human rights-focused mission and that the world "privacy" resonated strongly with audiences.
- Total income goal for the year-end campaign 2021: $325K
- Why is our goal lower than our Actual total in 2020? Our goal in 2020 was to raise $200,000--and we far surpassed that. But 2020 was an extremely unpredictable year and we had no idea the level which Covid, presidential elections, and other world events impacted giving. Raising the goal this year to $325K is an ambitious but realistic goal for the year-end campaign in another year of unpredictable world-happenings. It represents roughly 43% of the total year's goal of raising $750,000 from individuals.
|2021 Goals||2020 Actual||2019 Actual||2018 Actual|
|Total in YE||$325,000||$376,314.96||$304,045||$207,500|
|New monthly donors||400||377||330||?|
Of the $325,000, $150,000 is committed by Friends of Tor.
- Matching all gifts up to $150,000 with Friends of Tor matching pool
- Rolling out new swag while standardizing our hoodie options (ultimately reducing wasted $$ on dead stock)
- Offering a limited-edition gift (surprise for now!)
- Offering first opportunities to get special gifts to repeat donors
- Offering pay-what-you-want (or can) digital gifts
- Giving all new monthly donors a limited edition 'privacy is a human right' sticker
- Holding a special hoodie grab bag donation gift for a limited time
- Targeting appeals to different donors segments (e.g., asks are slightly different for a $5 donor and a $1,000 donor).
- Sending tailored messaging to specific groups who may not hear from us otherwise (e.g., postal mail campaign for our mail-based friends, 1:1 direct email from people who are donors but have unsubscribed from mass email)
- Leveraging State of the Onion and (hopefully) a 6th PrivChat event
What's new in 2021?
- Following our advice to ourselves from 2020, we are working on a better way to track what links people are clicking over time, with the goal of being more responsive to what is working and what isn't.
- We wanted to have a new donate.torproject.org experience by the time the 2021 year-end campaign launched, but found that simply wouldn't be possible given the team's capacity and the onboarding of our new CiviCRM contractors. Lots of work has gone into this re-imagining already, and we will have a new experience for the 2022 year-end campaign. You can track this work here: https://gitlab.torproject.org/groups/tpo/-/milestones/22