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- [Campaign concept](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#campaign-concept)
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- [Campaign concept](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#campaign-concept)
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- [Goals](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#goals)
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- [Goals](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#goals)
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- [Actual Results](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#actual-results)
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- [Actual Results](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#actual-results)
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- [Segments to use to replicate data](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#segments-to-use-to-replicate-data)
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- [Segments to use to replicate data](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#segments-to-use-to-replicate-data)
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- [Bulk appeal results](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#bulk-appeal-results)
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- [Bulk appeal results](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#bulk-appeal-results)
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- [Number of donations per day](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#number-of-donations-per-day)
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- [Number of donations per day](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#number-of-donations-per-day)
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- [Amount raised per day](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#amount-raised-per-day)
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- [Amount raised per day](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#amount-raised-per-day)
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- [Swag](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#swag)
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- [Swag](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#swag)
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- [Breakdown of swag selected and amount raised](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#breakdown-of-swag-selected-and-amount-raised)
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- [Breakdown of swag selected and amount raised](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#breakdown-of-swag-selected-and-amount-raised)
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- [Revenue from swag](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#revenue-from-swag)
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- [Revenue from swag](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#revenue-from-swag)
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- [Engagement](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#engagement)
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- [Engagement](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#engagement)
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- [Tactics](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#tactics)
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- [Tactics](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#tactics)
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- [What's new in 2021](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#engagement)
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- [What's new in 2021](https://gitlab.torproject.org/tpo/operations/team/-/wikis/FundraisingTeam/Campaigns/2021-year-end-fundraising-campaign#engagement)
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## Purpose of this page
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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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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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## Campaign concept
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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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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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[Pitch and campaign concept presentation at 2021 State of the Onion](https://www.youtube.com/watch?v=mNhIjtXuVzk&t=4680s).
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## Goals
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## Goals
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* **Total income goal for the year-end campaign 2021:** $325K
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* **Total income goal for the year-end campaign 2021:** $325K
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## Actual Results
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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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* **Total raised:** $940,361, <span dir="">251%</span> of goal.
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* Of that total raised, **58% was in the form of cryptocurrency**.
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* Of that total raised, **58% was in the form of cryptocurrency**.
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<table>
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<table>
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