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Submissions/Fundraising messaging that moves our readers: What we’ve learned from testing thousands of fundraising appeals

From Wikimania

This is an accepted submission for Wikimania 2017.

Submission no. 2086 - C10
Title of the submissionw
Fundraising messaging that moves our readers: What we’ve learned from testing thousands of fundraising appeals
Type of submission (lecture, panel, tutorial/workshop, roundtable discussion, lightning talk, poster, birds of a feather discussion)
Roundtable discussion
Author of the submission
Caitlin Cogdill, CCogdill (WMF), Senior Fundraising Email Manager, WMF; Sam Patton, Fundraising Campaign Manager, WMF
Language of presentation
E-mail address
ccogdill@wikimedia.org, spatton@wikimedia.org
CCogdill (WMF), Spatton (WMF)
Country of origin
United States
Affiliation, if any (organisation, company etc.)
Wikimedia Foundation Fundraising team
Personal homepage or blog
Abstract (up to 300 words to describe your proposal)
The WMF online fundraising team runs thousands of messaging tests a year, which has guided the development of the fundraiser's main themes in recent years. We will examine the evolution of our messaging that brought us to the conversational and often blunt tone that is effective today, showing a brief series of slides to support. Discussion will follow, providing insight into specific, high-performing fundraising messages and analysis from the fundraising team as to why those messages work.
What will attendees take away from this session?
Participants will better understand the testing-centric model of the WMF online fundraiser, find clarity about the goals and challenges the team faces, and learn more about the iterative testing process and donor feedback loop that guides our decisions.
Theme of presentation
Communicating with our readers
For workshops and discussions, what level is the intended audience?
All are welcome
Length of session (if other than 25 minutes, specify how long)
25 minutes
Will you attend Wikimania if your submission is not accepted?
Slides or further information (optional)
Special requests
Is this Submission a Draft or Final?

This is a Completed submission for Wikimania 2017 ready to be reviewed by a member of the Programme Committee.

Interested attendees

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  1. Amir É. Aharoni (talk) 11:24, 11 April 2017 (UTC)[reply]
  2. GDubuc (WMF) (talk) 20:10, 1 May 2017 (UTC)[reply]
  3. Kosboot (talk) 14:47, 31 July 2017 (UTC)[reply]