Wikimedia monthly activities meetings/Quarterly reviews/Legal, Communications, and Advancement, January 2016

Notes from the Quarterly Review meeting with the Wikimedia Foundation's Legal, Communications, and Advancement departments, January 20, 2016, 8:30am - 10:00am PDT.

Please keep in mind that these minutes are mostly a rough paraphrase of what was said at the meeting, rather than a source of authoritative information. Consider referring to the presentation slides, blog posts, press releases and other official material

Advancement department and Fundraising Tech team presentation slides from the meeting

Communications department presentation slides from the meeting

Legal department presentation slides from the meeting

Advancement and Fundraising tech

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• Expecting strong relationship with Google to continue

Lila: Is there a link to the partnerships information?

• Will be added

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• Building relationships and number of people hosted goal for event met
• Base level requirements are not met by other CRMs, best option to improve CiviCRM
  • Specifically around deduping and pipeline tracking as they relate to foundations and major gifts

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• Banners taken down relatively few times and for only a few hours at most
• Last quarter about 580,000 transacation - so number up

Lila: Suggest change from "donations" to "transactions" for clarity

• IPV6 issues discovered after banner rollout
• SmashPig review may reappear in Q4 - on hold for now

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• Including link to store in thank you page was big success

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• Similar total amount raised, but breakdown between banners and email shifted
• Significant growth to email list in 2015
• Sent additional email (three) instead of two

Lila: Prediction of similar for next year? Will email increase?

• Confident we will further increase email - but not as dramatic as increase as this year

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• Desktop banners decreased
• Expected increase in mobile, but did not occur
  • Mobile campaign started a bit late (technical issue with impressions)

Lila: Flag to address for next year as mobile will become the dominant platform this year

• Priorities set by likelihood of method to help meet overall goal
  • Email, desktop, then mobile

Lila: Should review priorities and discuss how it impacts future experimentation

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• Remind me later mobile experiment allows user to enter email to get reminder to donate later
• Results were positive
• Additional emails gathered present future opportunities

Lila: Great experiment - perhaps consider "remind me later" feature available all year to help collect emails beyond just when we're asking for money

• Going to continue to experiment and optimize

Lila: Size of mobile donations compared to last year?

• Similar to last year
  • Slightly higher on iPad and other tablets than other mobile

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• Link added to thank you landing page
  • Significant increase
• Continuing to optimize thank you page based on its continued importance

Lila: Impact is linked to number of donations - expected to go back down in Q3?

• Yes - traffic goes up during Nov/Dec
  • Link will come down on thank you page as shift goes to International market where shipping is prohibitively high

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• Store is now profitable for first time rather than a loss of revenue neutral

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• Requests to change email address on file was high request
• Complaints about banner issues down
• Increased attention being paid to email support for donors
• Looking to improve systems in next fiscal year

Communications

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• Primary focus for last quarter was preparing for this quarter (WP15 and other large activities)
• Looking at models for how to do future KPIs that view all aspects

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• Will continued to be reviewed based on strategy process and additional input

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• WP15 campaign to touch across all media platforms

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• Impact report that goes beyond initial results coming soon
• Goal based on current average CTR for org
• Pageviews so high it broke tracking system
• Social targets based on past best successes
• Twitter engagement campaign far exceeded expectations

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Lila: Curious how campaigns like this can be used to engage people into our ecosystem

• We are experimenting with that on day-to-day activities - but campaign did increase engagement more than drive traffic - although that remains a target goal for social engagement

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• Light engagement can happen via banners
• Looking to explore more - especially around product launches

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• Was able to test "Knowledge is Joy" along with other possible messages
  • Also: "What did you learn?" - "What does Wikipedia mean to you?"
  • A/B testing on social helping navigate messaging

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• We are able to target these conversations
  • Example conversation with teenagers in Global South
• Able to highlight our diverse media
• Working with Product on URL shortener
• Working closely with Reading team on ways to use social media for testing ground

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• ORES example of taking typical announcement to community and turning it into big global media event

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• ADM search ongoing
• Edit2015 format being reviewed for next year - possible new format for 2016

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• Breaking community news outlet
• Uptick in engagement based on higher quality and focus

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Appendix

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Legal

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• Continuing to keep our focus on core
• Increase focused on public policy
• Support for Jimmy's work in China
• Support for Endowment
• Support for Board
• Increased automation
• Experiencing bandwidth issues
• Delayed on longer term plans due to outside factors
• New legal presentation/training rolled out to staff
  • Goal to increase participation
  • Link KPIs to participation
• Core work doing well, proactive work delayed

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• Appendix slides
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