Fundraising/Chapters/WMFR/2012 report

This fundraising report was written by Wikimedia France (WMFr). Wikimédia France and Wikimedia Foundation have signed a fundraising agreement in July 2012. According to this agreement, internet users whose IP are located in France or in the French overseas territories and departments willl see the call for donation banners on Wikimedia projects, and will be redirected towards a donation form to Wikimedia France.

Wikimédia France has made its fundraising campaign (on projects in French, English, German, Spanish, Italian, Breton, and Corsican) in the following French territories:

France
Guadeloupe and its dependancies
Martinique
French Guiana
Réunion
Mayotte
Saint-Pierre and Miquelon
Saint-Barthelemy
Saint-Martin
Wallis and Futuna
French Polynesia
New Caledonia
French Southern Territories
Clipperton

The 2012 fundraising campaign has raised around € 1,636,608 offered by more than 59,000 donors. It is the biggest amount of money ever raised by Wikimédia France.

Balance sheet

Reminder

Amount raised in France since 2008

Wikimédia France has been taking part in the fundraising campaign since 2007 for an ever increasing amount collected.

The association is one of the 3 chapters which run the 2012 fundraising campaign on the Wikimedia projects with the Foundation.

The campaigns

The fundraising campaign

The fundraising campaign was based on the banners affixed on the various Wikimedia projects (cf. the Bannières et dons part)

6 types of banners have been tested with and without links to the CRM:

Jimmy Wales' call; (on CRM) Jimmy CRM; (on a landing page) Jimmy Landing Page
The blue banner linking to the (call for donations)
The grey dropdown banner with Jimmy's call linked to the CRM.
The yellow banner with short message by Jimmy, linking to the with the shortened form.
The yellow sticky banner linking to the CRM with the shortened form.
The small yellow sliding banner with the tax exemption note linking to the CRM with a shortened form.

Specific calls were made in Corsican, Breton, and a special call for Wikicommons and Wikisource.

The thank you campaign

From January 1st to January 6th, 2013, thank you banners by the president of WMFr and two contributors have been uploaded to the Wikimedia projects. These were dead-end banners, free of any link to the donation form. They used the grey dropdown banner format.

Thank you by the president :Rémi Thank you by Benjamin Thank you by Charlotte

Duration

The 2012 fundraising campaign was officially launched on November 13, 2012 at midnight and ended on December 31 at midnight, together with the German and Swiss chapters. However, tests have been made before the campaign to assess the level of donations in 2012, the new CRM and the transformation of the different banners.

test 1 on October 18, 2012 : 3 hours

test 2 on October 24, 2012 : 2h30

test 3 on October 31, 2012 : 6 hours

test 4 on November 8, 2012 :1 hour

test 5 on November 12, 2012 : 8 hours

From October 18 to November 12	Classical call by Jimmy Wales
From November 8 to November 15	Blue banner
From November 15 to November 28	Grey dropdown banner
From November 28 to December 4	Yellow banner (with shortened form)
From December 4 to December 26	Yellow sticky banner (with shortened form)
From December 26 to December 31	Yellow sticky banner with the tax exemption note and the link to the shortened form
From January 1st to January 6	Thank you banner
January 6	End of the campaign for Wikimedia France

Amount

Way of payment

The 2012 campaign raised over €1,636,000 from over 59,000 donors. As a reminder, the 2011 fundraising had raised €1,041,000 offered by 38,000 donors. This represents a 57,2% raise in donations and a 55% raise in the number of donors. The average amount of money given is € 27.65.

The distribution of donations is as follows:

- 51,611 donors gave around €1,424,000 by credit card, which represents 87 % of total donations.

- Over 6,400 donors offered around €113,000 by checks, which represents 11 % of total donations.

- Over 1,200 donors offered around €40,000 by wire transfer, which represents 2 % of total donations.

Costs

Online payment solution

Two costs are associated with the online payment solution :

Ogone's costs — Ogone provides the payment interface — , which cost €29 a month plus a commission of 14 cents before tax for each transaction after the hundredth transaction.
The costs of our bank, the Société Générale, which withdraws 0,65% of each donation (1% for credit cards outside the European Union)

According to the 2011 accounting books, which were published in June 2012, those expenses can be evaluated respectively to around €10,000 (+250%) and €6,500 (+62.5%) for the 2012 fundraising.

Processing of tax receipts

For all donations by check, a secretary enters the contact informations of the donors and issues the tax receipts. A fixed term hiring was started mid-december to help the first secretary with the administrative management of the donations given the number of checks received.

According to the 2011 accounting books, which were published in June 2012, those expenses can be evaluated to around €9,000. To this must be added indirect expenses on accounting and the work of the auditor. Those expenses rise with the number of donations.

Organisation

The management of the fundraising is provided by the Fundraising and Sponsorship Manager who was assisted by the fundraising working group. Élisabeth, a freelance secretary, provides the administrative processing of donations relating to cheks and wire transfers (registration, issuance of tax receipts, ...). Relations with donors (questions, problems to make a donation, ...) and the rest of the Wikimedia movement as well as various reports, are provided by the Fundraising and Sponsorship Manager. Technical aspects (including related CRM) were mainly managed by the Project Manager and technology community.

Donations and et statistics

Periodic variations

Daily follow-up (1)

Amount raised per day (2)

Amount of donations per hour (3)

About the fundraising campaign

The 2012 french fundraising campaign raised around € 1.63 million in nearly 50 days. (graph 1). The optimization of the donation process from the November 19th and especially the introduction of the yellow sticky banner beginning from December 4th, helped to accelerate the campaign. Highlighting the tax deduction (for a donation made before December 31) also boosted the campaign after Christmas.

Weekly

During the 50 days of campaign, a weekly trend has emerged. Apart from the Wednesday ( traditionally, people are not working on the afternoon ) donations are rather made the weekend (Sunday priority) with the inverse Monday and Friday as days less bankable. (graph 2).

Daily

The daily amounts raised, is between € 11 010 (27th November 2012) to € 76 480 (5th December 2012), for an average of € 26 980 / day.

Flows donations have more or less the same trend on a daily basis, with a peak before and after lunch, and a peak before and after dinner. (graph 3).

Donations origins

percentage	Project
84.84%	fr.wikipedia.org
10.44%	en.wikipedia.org
0.58%	fr.wiktionary.org
0.44%	de.wikipedia.org
0.41%	es.wikipedia.org
3.29%	others

Mostly of donations come from Wikipedia in French. However, a donor of 10 comes from the English version, the remainder split between other projects and other Wikipedia languages.

Distribution of donations and medium

Comparison of average donation between WMFR's sites and the Wikimedia projects (4)

Type	Amount	Number of donations	Percentage (of donations amount)	Percentage (of donations number)
5€ < 9.9€	6 470€	1 255	0.4%	2.1%
10€ < 19.9€	198 389€	18 875	12.1%	31.9%
20€ < 29.9€	381 898€	19 080	23.3%	32.2%
30€ < 49.9€	306 794€	10 185	18.7%	17.2%
50€ < 99.9€	337 018€	6 659	20.6%	11.3%
100€ < 499.9€	349 680€	3 049	21.4%	5.2%
500€ <	56 360€	76	3.4%	0.1%

The donors on WMFR's websites and Wikimedia projects were proposed default amounts of 10, 20, 30, 50, 100 and a free-to-choose amount. The minimum amount is 5 €.

The average of a donation made via wikimedia.fr is € 39.26 while a donation made through a Wikimedia project is € 27.53. (Graph 4).

Banners and donations

Success rate of banners :

Date	Banner	Number of donations	Average number/day	Amount of donations	Average amount/day	Average donation	percentage of the amount	percentage of time
From 12/11 to 14/11	The Blue banner	2 778	926	80 177€	26 726€	28.86€	5.1%	6.0%
From 15/11 to 27/11	The grey dropdown banner with a Jimmy's appeal	8 066	620	236 147€	18 165€	29.28€	15.1%	26.0%
From 28/11 to 03/12	The short yellow banner with de Jimmy's appeal	4 1878	698	119 642€	19 940€	28.57€	7.6%	12.0%
From 04/12 to 25/12	The short yellow sticky banner	33 732	1533	860 654€	39 121€	25.51€	54.9%	44.0%
From 26/12 to 31/12	The short yellow sticky banner with the tax exemption note	7 905	1318	269 653€	44 942€	34.11€	17.2%	12.0%

Click-trought-rate and conversion rate (graph 5.)

Date	Banner	Click-trought-rate average	Conversion rate average
From 12/11 to 14/11 (1)	The Blue banner	0.339%	2.27%
From 15/11 to 27/11 (2)	The grey dropdown banner with a Jimmy's appeal	0.026%	14.29%
From 28/11 to 03/12 (3)	The short yellow banner with de Jimmy's appeal	0.045%	11.08%
From 04/12 to 25/12 (4)	The short yellow sticky banner	0.069%	20.41%
From 26/12 to 31/12 (5)	The short yellow sticky banner with the tax exemption note	0.048%	27.92%

The Click-trought-rate average is the average rate click on a banner during the relevant period. Ex: from 12/11 to 14/11, 0.33% of people seeing the banner clicked on the button "I make a donation" and once on the donation form, 2.27% of them completed the required informations and made their donation.

The yellow sticky banner implementated from December 4th, resulted in a significant increase in the number of donations, but also the Click-trought-rate and the conversion rate visitor / donor. However, the number of donations (cf. graph Daily follow-up (1)) and the Click-trought-rate crumbled steadily over the weeks.

The second yellow sticky banner which mention the tax deduction helped stabilize the Click-trought-rate and double the conversion rate. It has also helped to increase the average donation of 33% and significantly boost the amount raised per day (+15%).

Tax deduction

The article 200 of the French General Tax Code entitles you to a deduction of 66% (for individuals) in the amount of their donations on their next income tax (up to a limit of 20% of their taxes). The article 238 bis of the French General Tax Code entitles you to a deduction of 60% (for companies) in the amount of their donations on their next tax on companies (up to a limit of 5 per thousand of their turnover).

66% of donors asked for a tax receipt, but it represents 78% of the amount raised. (Graph 5.) 2.3% of donors are companies but it represents almost 4% of the amount raised. 80% of companies asked for a tax receipt.

Asked for tax deduction (6)

Type	Total amount	Tax receipts amount	Percentage of donors who want a receipt
5€ < 9.9€	6 470€	1 575€	24.3%
10€ < 19.9€	198 389€	94 161€	47.5%
20€ < 29.9€	381 898€	259 313€	67.9%
30€ < 49.9€	306 794€	254 432€	82.9%
50€ < 99.9€	337 018€	295 487€	87.7%
100€ < 499.9€	349 680€	320 792€	91.7%
500€ <	56 360€	52 860€	93.8%

Geographical distribution

Fundraiser metrics.jpg (5)