| ... | ... | @@ -76,9 +76,9 @@ We have seen that this statement has resonated on social media over the last yea |
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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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<td>$106.11</td>
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<td>$50.80</td>
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<td>$11.78</td>
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</tr>
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<tr>
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<td>Average recurring gift. (Excludes cryptocurrency)</td>
|
| ... | ... | @@ -86,9 +86,9 @@ We have seen that this statement has resonated on social media over the last yea |
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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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|
<td>$11.16</td>
|
|
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|
<td>$11.07</td>
|
|
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|
<td>$11.78</td>
|
|
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</tr>
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<tr>
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<td>Total # of donations. (Excludes cryptocurrency)</td>
|
| ... | ... | @@ -371,20 +371,21 @@ Offerings: |
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## Tactics
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- Matching all gifts up to $150,000 with Friends of Tor matching pool
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* Match successfully raised from x major donors
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* Match reached on x
|
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- Rolling out new swag while standardizing our hoodie options (ultimately reducing wasted $$ on dead stock)
|
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- Offering a limited-edition gift (surprise for now!)
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|
- Offering a limited-edition gift, the DEF CON badge
|
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* Less popular than expected
|
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- Offering first opportunities to get special gifts to repeat donors
|
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* This was not effective motivator--either the gift wasn't right, or the messaging isn't right.
|
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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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-
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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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|
- Leveraging State of the Onion and 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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\ No newline at end of file |
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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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## Retrospective |
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\ No newline at end of file |
