2012 Donor Newsletter Review
Part of my role as fundraising organiser is looking at ways we can improve our donor experience. One of the keys ways we can do this is by providing donors with more information about what their gifts are spent on, and how that relates to the work of Wikimedia UK, the work of the global movement, and projects like Wikipedia.
Readers may well be aware that Stevie Benton has written a Comms Strategy with key recommendations which is currently in draft form, but includes a commitment to a donor newsletter on a bi-monthly basis.
Donor Newsletters
This page is not aimed at discussing an overall donor comms comms strategy, but specifically donor newsletters as a form of regular communication. I will start another Wiki to discuss a broad strategy later this year, when we have some data to draw on.
Currently donors receive limited direct updates from Wikimedia UK, mostly in relation to fundraising (pre and post fundraiser emails and letters, and thank you communications) Although of course they can always chose to remain up to date with our work through other channels (office blog, twitter and Facebook), it is very much recognised that this is not a viable substitute to tailored, direct and regular communications - this page is aimed at getting peoples views on what they would like these to include.
Community members may also be interested to know that the intention is also to conduct a short online survey amongst existing donors in the next few weeks, and so suggestions for what we might want to ask would be welcome, along with any recommends for an online survey tool (we are aware of survey monkey, but anything that compares favourably to this in terms of functionality, cost or being open source as opposed to proprietary would be good to consider). Bavage (talk) 12:06, 19 July 2012 (UTC)
Frequency of contact
The current suggestion is that donors receive a donor newsletter bi-monthly, which would be interspersed with the bi-monthly communication to members (some of course will be both). Is this regular enough, or too much? If this is less frequent, can this be compensated for by ensuring more regularly updated channels (social media/blog) are flagged up in the header of all newsletters?
Content
What should we be talking to our donors about? Some suggestions are:
- Wikimedia UK Project milestones/success stories
- English Wikipedia editor/volunteer case studies
- English Wikimedia volunteer case studies (i.e. project work linked to editing, rather than say, just the editing)
- GLAM Activities
- Community events
- Updates from WCA members or the WMF
- Feedback as to what their donations have made possible.
- Explanations of Legacy and Payroll giving
What should the balance of content be? Should we focus more exclusively on Wikimedia UK and UK focused content or should we give more balanced updates to our position in a global movement and in relation particularly to Wikipedia (a high profile/popular project)
Format
Electronic
- *It would seem logical to send out Donor communications in an e-newsletter format because of the cost savings and reduced environmental impact.
- *We could also archive the e-newsletters as PDFs on the UK Wiki and share links via twitter etc
- *In the longer term, it may be appropriate to look at including bespoke video content (interviews with case study subjects etc) which can also be shared via social media separately
Paper based
- *Some donors may prefer paper based alternatives out of preference or accessability requirements. How should we comply with this - by having a select number printed and posted based on request? Or by printing in-house PDF versions (i.e. in a non-glossy professionally printed format)?
Survey
Suggestions for questions for ask are welcome - please add to the list and (If necessary) clarify what data you think the question will gain and the type of response option (multiple choice, scale, comment box etc)
| Question | Answer Format | Follow up Question | Follow-up Format |
|---|---|---|---|
| 1. Would you like to receive more communication from Wikimedia UK about its work funded by donations such as yours than you have since you gave? | Y/N | - | - |
| 2. Would you read an e-newsletter mailing sent to you on a regular basis from Wikimedia UK? | Y/N/Don't Know | If you answered Y: How often would you like to receive an e-newsletter? | Multiple choice |
| 3. As a donor, what areas of the work the the Wikimedia Foundation, Wikimedia UK and the Wikipedia project would you like to be updated on reguarly? | Multiple choice - tick as many as you like | - | - |
| 4.Were you aware that Wikimedia UK provides regular updates about it's work on Facebook, Twitter and via a blog? | Y/N | If Y: How often do you check these sources to get regular updates | Multiple choice |
| 5. Were you aware that Wikimedia UK hosts in-person meet-ups for donors, members and editors of Wikipedia around the UK? | Y/N | If N: Would you like to be kept informed of meet-ups nearest to you in a regular donor newsletter? | Y/N |
| 6. Would you be interested in coming to a Wikimedia UK event or activity? | Y/N | - | - |
| 7. Would you like to hear more about other donors who have contributed to the work of Wikimedia projects in other ways, such as through learning to edit and coordinate outreach work? | Y/N | - | - |
| 8. Think back to when you made your donation - what most motivated you to give? (Please tick and comment) | Multiple choice and comment box | Is this/Are these the areas you would be most interested on being updated on? | Y/N/DK |