Fundraising 2011/Chapter Materials/WMDE emailing
Emailing 1: Position of call to action
editWe send out a mass eMailing on Dec. 22nd. to a group of about 2000. This email was a first test with our new database. We split the target group into two groups. The emails differ in the position of the call to action. The recipient group are donors from 12.11.2010 until 13.11.2011 (from beginning last campaign until start this campaign).
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Subject heading: Wikipedia 2012 – your support counts
472 million people visit Wikipedia – and that’s every month. You are one of them and yet you are special.
Once a year there is a fundraising campaign to finance Wikipedia. For a few weeks every year, there is a banner to be seen. Not every reader will take note of this donation banner. That's alright because each year enough people come together to give something back to Wikipedia, thus supporting free access to knowledge. So I thank you for not ignoring our call for donations Wikipedia is one of the five most visited websites in the world.
In contrast to the other top sites, Wikipedia is not funded through advertisements or fees - but by readers like you.
You have probably noticed it. We are in the midst of our 2011 fundraising campaign. These fundraising campaigns in the past have ensured that Wikipedia remains freely available to everyone. I would thus like to ask you if you are going to participate again this year.
5, 20 or 100 €, or as much as you can spare – would you like to make a donation? If so, please click here so that Wikipedia remains freely available in the coming year.
If every user of Wikipedia would donate just 1 €, our fundraising campaign would last only for a day. Since this is not the case, it is all the more important that you get involved so that Wikipedia remains freely available in the upcoming year to you, the people in Germany and people all around the world.
Please consider helping us out again this year.
Thank you very much.
Pavel Richter
Executive Director Wikimedia Germany
Preliminary results of test eMailing from 22.12.2011 (31.12.2011)
| Recipients | Sum | Amount | Average | Response | |
| Email with call to action more at the end | 1088 | 94 | 2317 | 24,64 | 0,086 |
| Email with call to action more at the beginning | 1111 | 76 | 2313 | 30,43 | 0,068 |
Preliminary results of eMailing from 28.12.2011 (03.01.2012)
| Recipients | Sum | Amount | Average | Response | |
| Email with call to action more at the end | 9235 | 829 | 27.101,5 | 32,69 | 0,089 |
| Email with call to action more at the beginning | 9064 | 843 | 28.626,5 | 33,95 | 0,093 |