2012 Fundraiser

Wikimedia UK will be participating in the 2012 fundraiser. Our draft objectives are:

1. Raise £1.4 million (including claimable Gift Aid) - 40% increase (subject to confirmation)
   • Better optimised campaign with 10 tests before launch day
   • Greater use of donor insight in producing the campaign
   • Greater use of British editors as part of an international set of messages
   • Review messaging to ensure ASA compliance
   • Better use (and testing) of email communications
   • Review results of experimental activity from 2012 (Direct Debits, text message giving, direct mail)
   • Improve integration of other forms of giving (e.g. payroll, SMS, legacy) with the online fundraiser
   • Improve stewardship of donors (including at at higher value levels)
2. Move all processes over to UK servers, with native technical support, in line with Foundation requirements
   • Develop revised forms which will support further testing by July 2012
   • Fundraising data process to be revised & updated prior to audit
   • Need to set up our own OTRS installation (or an alternative ticket system) for responding to donor queries
   • Review arrangement with SmartDebit and decide whether or not to move to our own Service User Number for potential benefits including cost savings and ability to offer annual Direct Debits, set against additional staff costs to process DDs. If we do, implementation should be by September 31
3. Begin communicate donors into Wikimedia UK’s other work
   • Gather permissions for, and begin to implement, more frequent communications with donors who are interested in hearing from us about outreach and membership work

Queries

Could we offer annual direct debits? Are there other donation mechanisms we could offer?

Jon and Richard need to look at the cost-benefit analysis of bringing our Direct Debits in-house, which will include whether we can deliver annual DDs. CL

Suggestions

In 2012 we lowered our total in order to maximise our direct debits and ensure continued funding. Are there other priorities? It could be “retaining editors”. I think we could work out ways that maximised our impact on our existing editors. RB

I think we should make using the fundraiser for outreach/membership/etc a priority - but there are ways of doing this, and we need to make sure we don't accidentally do anything that stops us raising money. So a conditional yes ;-) CL