Submissions/Fundraising messaging that moves our readers: What we’ve learned from testing thousands of fundraising appeals
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
- firstname.lastname@example.org, email@example.com
- 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.
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