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## Index
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1. Purpose of this page
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2. Campaign concept
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3. Goals
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4. Actual Results
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a. Segments to use to replicate data\
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b. Bulk appeal results\
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c. Number of donations per day\
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d. Amount raised per day
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5. Swag
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a. Breakdown of swag selected and amount raised\
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b. Revenue from swag
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6. Engagement
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7. Tactics
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8. What's new in 2021
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## Purpose of this page
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The purpose of this wiki page is to document the 2021 year-end fundraising campaign for the Tor Project, as well as to act as a repository for overarching analysis of the results of this campaign.
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## Campaign concept
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"Privacy is a Human Right" / _Hands off my data_
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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.
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## Goals
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* **Total income goal for the year-end campaign 2021:** $325K
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* **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.
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## Actual Results
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* **Total raised:** $918,520.16, <span dir="">245%</span> of goal.
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* Of that total raised, **58% was in the form of cryptocurrency**.
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<table>
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<tr>
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<td>
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**Category**
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</td>
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<td>
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**2021 Actual**
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</td>
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<td>
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**2020 Actual**
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</td>
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<td>
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**2019 Actual**
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</td>
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<td>
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**2018 Actual**
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</td>
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</tr>
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<tr>
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<td>Total income.</td>
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<td>
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<span dir="">$940,361.11</span>
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</td>
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<td>$376,314.96</td>
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<td>$304,045</td>
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<td>$207,500</td>
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</tr>
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<tr>
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<td>Average one-time gift. (Excludes cryptocurrency)</td>
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<td>
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<span dir="">$83.83</span>
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</td>
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<td>TBD</td>
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<td>TBD</td>
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<td>TBD</td>
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</tr>
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<tr>
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<td>Average recurring gift. (Excludes cryptocurrency)</td>
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<td>
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<span dir="">$12.02</span>
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</td>
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<td>TBD</td>
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<td>TBD</td>
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<td>TBD</td>
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</tr>
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<tr>
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<td>Total # of donations. (Excludes cryptocurrency)</td>
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<td>
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<span dir="">4403</span>
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</td>
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<td>5731</td>
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<td>7844</td>
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<td>3674</td>
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</tr>
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<tr>
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<td>Number of new donors. (Excludes cryptocurrency)</td>
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<td>
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<span dir="">1,910</span>
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</td>
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<td>2,390</td>
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<td>4,757</td>
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<td>N/A</td>
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</tr>
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<tr>
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<td>New monthly donors. (Excludes cryptocurrency)</td>
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<td>
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<span dir="">111</span>
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</td>
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<td>377</td>
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<td>330</td>
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<td>N/A</td>
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</tr>
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<tr>
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<td>Total cryptocurrency income.</td>
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<td>
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<span dir="">$548,646.93</span>
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</td>
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<td>$58,296</td>
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<td>$35,263</td>
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<td>-</td>
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</tr>
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<tr>
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<td>Total USD income.</td>
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<td>
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$<span dir="">391,714</span>
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</td>
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<td>$318,019</td>
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<td>$268,782</td>
|
|
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<td>$207,500</td>
|
|
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</tr>
|
|
|
|
<tr>
|
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<td>New $1K+. (Excludes cryptocurrency)</td>
|
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|
<td>11</td>
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<td>8</td>
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<td>8</td>
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<td>N/A</td>
|
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</tr>
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|
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|
<tr>
|
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<td>
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|
[Appeal emails](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021#bulk-appeal-results).
|
|
|
|
</td>
|
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<td>$11,178</td>
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|
|
<td>TBD</td>
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|
<td>TBD</td>
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<td>N/A</td>
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</tr>
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<tr>
|
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<td>Direct email.</td>
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<td>$30,607</td>
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<td>$25,657</td>
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<td>$11,903</td>
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|
<td>N/A</td>
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</tr>
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|
<tr>
|
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|
<td>Postal mail.</td>
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<td>$0</td>
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<td>$3,222</td>
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<td>$9,815</td>
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|
<td>N/A</td>
|
|
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</tr>
|
|
|
|
</table>
|
|
|
|
|
|
|
|
For more about 2020 numbers and how to reproduce these results, [see 2020 campaign Actual analysis](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2020#ye-income).
|
|
|
|
|
|
|
|
### Segments to use to replicate data
|
|
|
|
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|
|
* **Bulk email audience:** Subscribers of Support Opportunities, HAVE NOT made a donation in the last 60 days.
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|
|
* **Direct email audience:** NOT subscribers of \*Support Opportunities, HAVE made a donation between January 2019 - present, HAVE NOT made a donation in the last 60 days, Last donation greater than $25.
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|
|
* **Postal mail audience:** HAVE made a donation on or after 1/1/2018, DO NOT have email in contact record, HAVE postal address in contact record.
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|
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|
|
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|
|
### Bulk appeal results
|
|
|
|
|
|
|
|
We used targeted appeals to different donors segments (e.g., asks are slightly different for a $5 donor and a $1,000 donor). As with all data on this page (as of 1/7/2021), this chart only reflects USD donations, and does not include cryptocurrency donations.
|
|
|
|
|
|
|
|
<table>
|
|
|
|
<tr>
|
|
|
|
<td>
|
|
|
|
|
|
|
|
**Mailing name**
|
|
|
|
</td>
|
|
|
|
<td>
|
|
|
|
|
|
|
|
**Sent**
|
|
|
|
</td>
|
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|
|
<td>
|
|
|
|
|
|
|
|
**Number of recipients**
|
|
|
|
</td>
|
|
|
|
<td>
|
|
|
|
|
|
|
|
**Number of donors within three days**
|
|
|
|
</td>
|
|
|
|
<td>
|
|
|
|
|
|
|
|
**Average gift**
|
|
|
|
</td>
|
|
|
|
<td>
|
|
|
|
|
|
|
|
**Amount raised**
|
|
|
|
</td>
|
|
|
|
</tr>
|
|
|
|
<tr>
|
|
|
|
<td>YEC2021 - Last chance - 12_2021</td>
|
|
|
|
<td>December 30th, 2021 2:37 PM</td>
|
|
|
|
<td>281,361</td>
|
|
|
|
<td>112</td>
|
|
|
|
<td>$35.67</td>
|
|
|
|
<td>$3,994</td>
|
|
|
|
</tr>
|
|
|
|
<tr>
|
|
|
|
<td>YEC2021 - Badge campaign - 12_2021</td>
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|
|
<td>December 6th, 2021 2:47 PM</td>
|
|
|
|
<td>283,405</td>
|
|
|
|
<td>15</td>
|
|
|
|
<td>$115.13</td>
|
|
|
|
<td>$1,727</td>
|
|
|
|
</tr>
|
|
|
|
<tr>
|
|
|
|
<td>YEC2021 - Badge Offer Q4 2018, 19, 20 monthly</td>
|
|
|
|
<td>December 3rd, 2021 9:00 AM</td>
|
|
|
|
<td>133</td>
|
|
|
|
<td>-</td>
|
|
|
|
<td>0</td>
|
|
|
|
<td>$0</td>
|
|
|
|
</tr>
|
|
|
|
<tr>
|
|
|
|
<td>YEC2021 - Badge Offer Q4 2018, 19, 20 non-monthly</td>
|
|
|
|
<td>December 2nd, 2021 9:25 AM</td>
|
|
|
|
<td>10</td>
|
|
|
|
<td>1</td>
|
|
|
|
<td>$500</td>
|
|
|
|
<td>$500</td>
|
|
|
|
</tr>
|
|
|
|
<tr>
|
|
|
|
<td>YEC2021 - Stickers offer lapsed monthly donors - 11_2021</td>
|
|
|
|
<td>November 29th, 2021 8:29 AM</td>
|
|
|
|
<td>975</td>
|
|
|
|
<td>0</td>
|
|
|
|
<td>-</td>
|
|
|
|
<td>$0</td>
|
|
|
|
</tr>
|
|
|
|
<tr>
|
|
|
|
<td>YEC2021 - Launch - lapsed monthly donors 10_2021</td>
|
|
|
|
<td>October 25th, 2021 10:57 AM</td>
|
|
|
|
<td>491</td>
|
|
|
|
<td>2</td>
|
|
|
|
<td>$100</td>
|
|
|
|
<td>$200</td>
|
|
|
|
</tr>
|
|
|
|
<tr>
|
|
|
|
<td>YEC2021 - Launch - $1000 ask 10_2021</td>
|
|
|
|
<td>October 25th, 2021 10:53 AM</td>
|
|
|
|
<td>10</td>
|
|
|
|
<td>0</td>
|
|
|
|
<td>-</td>
|
|
|
|
<td>$0</td>
|
|
|
|
</tr>
|
|
|
|
<tr>
|
|
|
|
<td>YEC2021 - Launch - $500 ask 10_2021</td>
|
|
|
|
<td>October 25th, 2021 10:50 AM</td>
|
|
|
|
<td>72</td>
|
|
|
|
<td>2</td>
|
|
|
|
<td>$750</td>
|
|
|
|
<td>$1,500</td>
|
|
|
|
</tr>
|
|
|
|
<tr>
|
|
|
|
<td>YEC2021 - Launch - $250 ask 10_2021</td>
|
|
|
|
<td>October 25th, 2021 10:46 AM</td>
|
|
|
|
<td>49</td>
|
|
|
|
<td>0</td>
|
|
|
|
<td>-</td>
|
|
|
|
<td>$0</td>
|
|
|
|
</tr>
|
|
|
|
<tr>
|
|
|
|
<td>YEC2021 - Launch - $125 ask 10_2021</td>
|
|
|
|
<td>October 25th, 2021 10:38 AM</td>
|
|
|
|
<td>1643</td>
|
|
|
|
<td>13</td>
|
|
|
|
<td>$115.38</td>
|
|
|
|
<td>$1,500</td>
|
|
|
|
</tr>
|
|
|
|
<tr>
|
|
|
|
<td>YEC2021 - Launch - $75 ask 10_2021</td>
|
|
|
|
<td>October 25th, 2021 10:27 AM</td>
|
|
|
|
<td>471</td>
|
|
|
|
<td>3</td>
|
|
|
|
<td>$50</td>
|
|
|
|
<td>$150</td>
|
|
|
|
</tr>
|
|
|
|
<tr>
|
|
|
|
<td>YEC2021 - Launch - $40 ask 10_2021</td>
|
|
|
|
<td>October 25th, 2021 10:20 AM</td>
|
|
|
|
<td>3768</td>
|
|
|
|
<td>13</td>
|
|
|
|
<td>$59.61</td>
|
|
|
|
<td>$775</td>
|
|
|
|
</tr>
|
|
|
|
<tr>
|
|
|
|
<td>YEC2021 - Launch - $25 ask 10_2021</td>
|
|
|
|
<td>October 25th, 2021 10:08 AM</td>
|
|
|
|
<td>274896</td>
|
|
|
|
<td>29</td>
|
|
|
|
<td>$28.69</td>
|
|
|
|
<td>$832</td>
|
|
|
|
</tr>
|
|
|
|
</table>
|
|
|
|
|
|
|
|
### Number of donations per day
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Note that this breakdown is limited to the donations that come through Civi as individual transactions -- thus, excludes cryptocurrency donations per day over time. Because cryptocurrency donations made up 60% of donations during this campaign, this data visualization is limited and may not reflect trends that are different for cryptocurrency donors.
|
|
|
|
|
|
|
|
### Amount raised per day
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Same note as above.
|
|
|
|
|
|
|
|
### Swag
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Offerings:
|
|
|
|
|
|
|
|
* 'Privacy is a Human Right' t-shirt
|
|
|
|
* Perma-hoodie. We made the switch from producing a new hoodie per year to a permanent ROOTS hoodie.
|
|
|
|
* (For all new monthly donors) 'privacy is a human right' sticker
|
|
|
|
* (For a limited time, at $500) DEF CON badge
|
|
|
|
|
|
|
|
#### Breakdown of swag selected and amount raised
|
|
|
|
| Item | Number selected | Amount raised |
|
|
|
|
|------|-----------------|---------------|
|
|
|
|
| Stickers | <span dir="">329</span> | <span dir="">$11,823</span> |
|
|
|
|
| Single shirt | <span dir="">190</span> | <span dir="">$16,295</span> |
|
|
|
|
| Shirt pack | <span dir="">136</span> | <span dir="">$19,456</span> |
|
|
|
|
| Hoodie | <span dir="">35</span> | <span dir="">$16,807</span> |
|
|
|
|
| <span dir="">Hoodie and badge</span> | <span dir="">8</span> | <span dir="">$3,500</span> |
|
|
|
|
| **Total** | **698** | <span dir="">$67,881</span> |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
#### Revenue from swag
|
|
|
|
| Year | Swag cost\* | Raised | Net Raised |
|
|
|
|
|------|-------------|--------|------------|
|
|
|
|
| 2019 | $24,352 | $75,749 | $51,397 |
|
|
|
|
| 2020 | $17,189 | $71,528 | $54,339 |
|
|
|
|
| 2021 | $10,143 | <span dir="">$67,881</span> | $57,738 |
|
|
|
|
|
|
|
|
\*= Does not include shipping or fulfillment costs.
|
|
|
|
|
|
|
|
## Engagement
|
|
|
|
|
|
|
|
* <span dir="">280,028</span> newsletter subscribers at the beginning of the campaign, <span dir="">282,443</span> at the end.
|
|
|
|
|
|
|
|
## Tactics
|
|
|
|
|
|
|
|
- Matching all gifts up to $150,000 with Friends of Tor matching pool
|
|
|
|
* Match successfully raised from x major donors
|
|
|
|
* Match reached on x
|
|
|
|
- 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
|
|
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- Offering pay-what-you-want (or can) digital gifts
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- Giving all new monthly donors a limited edition 'privacy is a human right' sticker
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- ~~Holding a special hoodie grab bag donation gift for a limited time~~
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* We had to cancel the hoodie campaign for capacity reasons.
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- 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)
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- Leveraging State of the Onion and (hopefully) a 6th PrivChat event
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## What's new in 2021?
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- [Following our advice to ourselves from 2020](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2020#areas-for-improvement), 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.
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- 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> |
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