Foundation/EOY
Emergency Plan
Add your PTO and sign up to be on call here: http://mzl.la/911
Current status
As of November 20:
- Our first “select amount” snippet is now in circulation to about 10% of US-EN general Firefox snippet traffic: https://snippets.mozilla.com/show/4758/. It went live around 9:35pm PST. Users who click hit our new, highest-performing 1-page form. Putting donate buttons right on the snippet is a significant departure from previous fundraising snippet designs. This one is most definitely breaking new ground. We’ll let this one stay up for at least 3-4 days, to get a nice sample size.
- We are now accepting Bitcoin donations. https://blog.mozilla.org/blog/2014/11/20/mozilla-now-accepts-bitcoin/
- Our new Directory Tile for EOY is now live. (Nice job Sabrina!) This is the first time we’re using that channel for fundraising. The Tiles team asked us to share the data with them…. and of course we will! The total will show up on fundraising.mozilla.org once it’s launched soon. Here’s what it looks like: https://bug1076000.bugzilla.mozilla.org/attachment.cgi?id=8522356
- Our top dev priority is finishing fundraising.mozilla.org
- Our secondary dev priority is finishing the sequential donate form
Daily Stand-ups
- 10:30am PT daily in Andrea Wood's Vidyo Room
Do These First
[EOYFR2014] [p1]
| ID | Summary | Whiteboard | Assigned to | Status | Priority |
|---|---|---|---|---|---|
| 1109450 | Update short URL to open sequential form for all "share" instances | [EOYFR2014][donation flow][p1] | Kelli Klein | NEW | -- |
| 1112333 | EOY Snippet Testing: Choose 4 copy variations for existing snippet | [EOYFR2014][p1][snippet] | Andrea Wood [:andreawood] | ASSIGNED | -- |
| 1112340 | META: Year-end fundraising 'disruptive' snippet in play during last week of December | [EOYFR2014][snippet][p1][dec28] | Andrea Wood [:andreawood] | NEW | -- |
| 1112347 | EOY: Launch 'disruptive' snippet into EN snippet | [EOYFR2014][snippet][p1][dec28] | Fabio Rios [:frios] | NEW | -- |
| 1114442 | Brazil donations half what they should be ($9,000 vs. $18,000+) | [EOYFR2014][l10n][snippet[dec28][p1] | Andrea Wood [:andreawood] | NEW | -- |
5 Total; 5 Open (100%); 0 Resolved (0%); 0 Verified (0%);
Do These Second
[EOYFR2014] [p2]
| ID | Summary | Whiteboard | Assigned to | Status |
|---|---|---|---|---|
| 1105786 | Add Bitcoin to local database of transactions | [EOYFR2014][f.m.o] [p2] | Jon Buckley [:jbuck] | NEW |
1 Total; 1 Open (100%); 0 Resolved (0%); 0 Verified (0%);
Deliverable: Donation Form and Flow
- [EOYFR2014] [donation flow]
- see the work flows here and here
- Donation form testing plan -- see the variation tree
| ID | Summary | Whiteboard | Assigned to | Status |
|---|---|---|---|---|
| 1109450 | Update short URL to open sequential form for all "share" instances | [EOYFR2014][donation flow][p1] | Kelli Klein | NEW |
| 1114369 | Accept single digit numbers for CC exp. date on sequential form | [EOYFR2014][donation flow] | NEW |
2 Total; 2 Open (100%); 0 Resolved (0%); 0 Verified (0%);
Deliverable: fundraising.mozilla.org (including localization)
- [EOYFR2014] [f.m.o]
- see the wireframe
| ID | Summary | Whiteboard | Assigned to | Status |
|---|---|---|---|---|
| 1105786 | Add Bitcoin to local database of transactions | [EOYFR2014][f.m.o] [p2] | Jon Buckley [:jbuck] | NEW |
1 Total; 1 Open (100%); 0 Resolved (0%); 0 Verified (0%);
Deliverable: Snippet
- [EOYFR2014] [snippet]
- Summary of 2014 snippet designs: https://docs.google.com/a/mozillafoundation.org/document/d/1NlJ7KXdf4guv8aaGWoyFOlJ40LnvFPc1Flfv6S2Kj9o/edit
- Background on the snippet: https://fundraising.mozilla.org/geeking-out-on-the-snippet/
- see initial sketches here and here
| ID | Summary | Whiteboard | Assigned to | Status |
|---|---|---|---|---|
| 1112333 | EOY Snippet Testing: Choose 4 copy variations for existing snippet | [EOYFR2014][p1][snippet] | Andrea Wood [:andreawood] | ASSIGNED |
| 1112340 | META: Year-end fundraising 'disruptive' snippet in play during last week of December | [EOYFR2014][snippet][p1][dec28] | Andrea Wood [:andreawood] | NEW |
| 1112347 | EOY: Launch 'disruptive' snippet into EN snippet | [EOYFR2014][snippet][p1][dec28] | Fabio Rios [:frios] | NEW |
3 Total; 3 Open (100%); 0 Resolved (0%); 0 Verified (0%);
Deliverable: Visual Assets
- [EOYFR2014] [assets]
No results.
0 Total; 0 Open (0%); 0 Resolved (0%); 0 Verified (0%);
Deliverable: Community Marketing
- [EOYFR2014] [community]
- see notes
No results.
0 Total; 0 Open (0%); 0 Resolved (0%); 0 Verified (0%);
Deliverable: Comms
- [EOYFR2014] [comms]
| ID | Summary | Whiteboard | Assigned to | Status |
|---|---|---|---|---|
| 1110906 | Send thank you to people who donated > $100 | [EOYFR2014][jan15][comms] | Andrea Wood [:andreawood] | NEW |
1 Total; 1 Open (100%); 0 Resolved (0%); 0 Verified (0%);
Deliverable: Localization
- [EOYFR2014] [l10n]
- Notes: https://foundation.etherpad.mozilla.org/EOYFR-2014-translate
| ID | Summary | Whiteboard | Assigned to | Status |
|---|---|---|---|---|
| 1114442 | Brazil donations half what they should be ($9,000 vs. $18,000+) | [EOYFR2014][l10n][snippet[dec28][p1] | Andrea Wood [:andreawood] | NEW |
1 Total; 1 Open (100%); 0 Resolved (0%); 0 Verified (0%);
Deliverable: Metrics / Optimization / Testing
- [EOYFR2014] [metrics]
- Notes: https://mofo.hackpad.com/EOY-DDDD-1Mau7QzX7zu
No results.
0 Total; 0 Open (0%); 0 Resolved (0%); 0 Verified (0%);
Goal
In 2014 we need to raise $17 million to fund the work of the Mozilla Foundation, with $2.25 million coming from small dollar fundraising.
Docs
- Slides http://mzl.la/2014_fundraising_slides
- Project Brief: http://mzl.la/10SvTj6
- To Do List: http://mzl.la/1Eg6cqG
- Initial testing results: http://mzl.la/1tXMb56
- Snippet Types: http://mzl.la/snippet_types
Key Outcomes
This campaign is projected to bring in at least 75% of the total small dollar revenue goal in 2014. Additionally, we expect to increase the proportion of donations from outside the United States, increase snippet revenue to at least $1 million, increase the total number of donors while maintaining an average donation of $11.63, and improve the donor experience.
Target audience
- Previous donors from all channels;
- New donors who see our channel promotion (e.g. the snippet);
- New donors who see that a friend or family donated (via share on Twitter, for instance);
- Mozilla community members, their friends & family;
- Targeting the following locales:
- EN (USA, Canada, UK, Australia and also Sweden, Denmark, and other locales where EN is widely spoken)
- France (FR)
- Germany (DE)
- Brazil (PT-BR)
- NEW Indonesia (ID)
- NEW Latin America (Spanish)
Success metrics
- Raise $1.75 million November 1 - December 31;
- Donor retention (2013 donors who donate again in 2014);
- New donor acquisition (75% more donors than the 2013 campaign).
Roles
- R: Andrea Wood
- A: Geoffrey MacDougall
- S: Kelli Klein, Studio Mofo, Jean Collings, Michaela Smiley