<html><head><meta http-equiv="content-type" content="text/html; charset=utf-8"></head><body style="word-wrap: break-word; -webkit-nbsp-mode: space; -webkit-line-break: after-white-space; color: rgb(0, 0, 0); font-size: 14px; font-family: Calibri, sans-serif; "><div><h2><font class="Apple-style-span" size="3"><span class="Apple-style-span" style="font-size: 12px;">Ook beschikbaar op <a href="http://nl.wikimedia.org/wiki/Evaluatie_Fondsenwerving_2010-2011">http://nl.wikimedia.org/wiki/Evaluatie_Fondsenwerving_2010-2011</a></span></font></h2><div><span class="Apple-style-span" style="font-size: 12px; font-weight: bold; ">----</span></div><h2>Introduction</h2>
<p>Wikimedia Nederland (WMNL) in 2010/2011 was one of 11 so-called
“category-1 chapters”. This means that in its own geography, it could
take control over the sitenotice on all Wikimedia Foundation (WMF)
projects during the fundraiser and route potential donors to a landing
page that allowed donations exclusively to WMNL. It has been given this
status by the WMF in the understanding that WMNL would be seen as a
charity per late 2010. Current developments are that WMNL has been
granted the desired ANBI status retroactively per January 1, 2010. This
allows WMNL for example to make gifts to the WMF without taxation.</p>
<h2><span class="editsection">[<a href="http://nl.wikimedia.org/w/index.php?title=Evaluatie_Fondsenwerving_2010-2011&action=edit&section=2" title="Deelpagina bewerken: Results (tentative)">bewerken</a>]</span> <span class="mw-headline" id="Results_.28tentative.29">Results (tentative)</span></h2>
<table>
<tbody><tr>
<td>In 1.000 Euro</td>
<td>Nett result</td>
<td>Gross result</td>
<td>Bank costs</td>
<td>Thank you</td>
<td>Fundraiser</td>
<td>Other</td>
</tr>
<tr>
<td>2009-07 / 2010/06</td>
<td>192</td>
<td>200</td>
<td>7</td>
<td>0,5</td>
<td>0</td>
<td>0</td>
</tr>
<tr>
<td>2010-07 / 2011-06</td>
<td>311</td>
<td>346</td>
<td>12</td>
<td>1</td>
<td>18</td>
<td>6</td>
</tr>
</tbody></table>
<ul>
<li>Increase of result of 80% in Euro and 70% in USD compared to
previous year (2009/2010), after a huge increase compared to the year
before that (2008/2009).</li>
<li>Both in absolute terms as relative to internet users as relative to GNP and relative to last year very good results.</li>
<li>Much better than expected, but further improvement is possible
considering the inadequate communication and tools available regarding
measurements and analysis of donations and click-through rates. Improved
manuals and accessibility would leads to more productive newcomers
(i.e. chapter fundraisers without extensive wiki experience). Especially
the access to comparative data for the banners and landing pages was
not as expected, and communication regarding the access to adapting the
sitenotices ourselves was confusing.</li>
</ul>
<h2><span class="editsection">[<a href="http://nl.wikimedia.org/w/index.php?title=Evaluatie_Fondsenwerving_2010-2011&action=edit&section=3" title="Deelpagina bewerken: Time path">bewerken</a>]</span> <span class="mw-headline" id="Time_path">Time path</span></h2>
<ul>
<li>High increase in donations with the new landing page. This is roughly an increase of 30-40%.</li>
<li>There was an error in the landing pages, where the banners for
non-nl projects were accidentally deactivated for a week. This cost ~50%
of our donations, considering the 100% increase after this was fixed.
Better tools would be required to make further analysis of this
language-effect.</li>
</ul>
<h2><span class="editsection">[<a href="http://nl.wikimedia.org/w/index.php?title=Evaluatie_Fondsenwerving_2010-2011&action=edit&section=4" title="Deelpagina bewerken: Task list">bewerken</a>]</span> <span class="mw-headline" id="Task_list">Task list</span></h2>
<ul>
<li>SM: omleiden www.wmnederland.nl/nieuwsbrief & aanmaken nieuwsbrief lijst</li>
<li>Uitsplitsen contactgegevens</li>
<li>Versturen bedankjes brief</li>
<li>Versturen bedankjes e-mail</li>
<li>Checken & uitzetten evaluatie</li>
<li>Opstellen voorlopig rapport voor WMF</li>
<li>Contacting, contracting and setting up Ogone</li>
</ul>
<h2><span class="editsection">[<a href="http://nl.wikimedia.org/w/index.php?title=Evaluatie_Fondsenwerving_2010-2011&action=edit&section=5" title="Deelpagina bewerken: Banners, landing pages and payment system">bewerken</a>]</span> <span class="mw-headline" id="Banners.2C_landing_pages_and_payment_system">Banners, landing pages and payment system</span></h2>
<ul>
<li>The current system works, but has an inferior connection to the
administrations, and therefore should be replaced. A new system has been
selected, but has to be installed and activated. This new system
integrates iDEAL and PayPal environments and click-through analysis.</li>
<li>Considering the dependency of the WMF for click through data and
other statistical information, we should consider hosting the landing
page ourselves next time. The processing time of requests should also be
reduced significantly that way (i.e. from 1,5 month to 1 day).</li>
<li>Improvement is possible on the layout and (mono/multi)linguistic character of the landing and processing pages.</li>
<li>More variety in the sitenotice, with the help of better analysis systems, should be possible, reducing the donation fatigue.</li>
<li>Now we have the ANBI status (Dutch charity status), a lower
transaction rate at PayPal should be possible, lowering transfer costs
for donations.</li>
<li>houtje-touwtje</li>
</ul>
<h2><span class="editsection">[<a href="http://nl.wikimedia.org/w/index.php?title=Evaluatie_Fondsenwerving_2010-2011&action=edit&section=6" title="Deelpagina bewerken: Internal communication">bewerken</a>]</span> <span class="mw-headline" id="Internal_communication">Internal communication</span></h2>
<ul>
<li>Communication within WMNL: Communication was largely unstructured
and on a need-to basis. The freelancer reported on a weekly basis to the
responsible board member. More structure in internal communication
could be helpful to identify bumps in the road at an earlier stage.</li>
<li>Communication with the WMF: During the weeks before the fundraiser,
our contact person at the WMF changed a few times. This lead to a few
misunderstandings.</li>
<li>Communication through several layers of employees is not the most
effective way of reaching results. At the chapter side, there was a
feeling that bureaucracy was prohibiting effective communication and
fundraising.</li>
<li>Communication through Moushira was not always as smooth as would be
hoped. Questions and requests were often answered with large delay
times. We had to wait for a simple A/B test to give results for over a
month - every time facing a promise for results the next day or so.</li>
<li>Because of the inferior (communication) infrastructure both
internally and especially with the WMF regarding the test data, the
freelancer was not able to perform at full potential.</li>
</ul>
<h2><span class="editsection">[<a href="http://nl.wikimedia.org/w/index.php?title=Evaluatie_Fondsenwerving_2010-2011&action=edit&section=7" title="Deelpagina bewerken: Press">bewerken</a>]</span> <span class="mw-headline" id="Press">Press</span></h2>
<ul>
<li>There was some press attention in the Netherlands for the
fundraiser, but in general there was not much interest until after the
fundraiser was finalized and it could be a side-topic for 10 year
Wikipedia. It is unclear how realistic it is to expect increase in press
attention in The Netherlands about fundraising next year. With a more
professional organization it should at least be possible to reach full
potential.</li>
</ul>
<h2><span class="editsection">[<a href="http://nl.wikimedia.org/w/index.php?title=Evaluatie_Fondsenwerving_2010-2011&action=edit&section=8" title="Deelpagina bewerken: Time path">bewerken</a>]</span> <span class="mw-headline" id="Time_path_2">Time path</span></h2>
<ul>
<li>Everything started, like every year, too late. Especially because of
the unclearity surrounding the fundraising agreement for 2010/2011
until October, there was hesitance on how and how much time and money
should be invested in the success of the fundraiser.</li>
<li>Talks about the fundraiser agreement should start in May, agreement should be signed in the Summer.</li>
<li>Personnel for the fundraiser should be hired in a much earlier stage, and should be therefore more effective.</li>
</ul>
<h2><span class="editsection">[<a href="http://nl.wikimedia.org/w/index.php?title=Evaluatie_Fondsenwerving_2010-2011&action=edit&section=9" title="Deelpagina bewerken: Opportunities for improvement">bewerken</a>]</span> <span class="mw-headline" id="Opportunities_for_improvement">Opportunities for improvement</span></h2>
<ul>
<li>Tooling regarding statistics</li>
<li>Payment system</li>
<li>Communication (quantity, speed and quality) with the Wikimedia Foundation</li>
<li>More accessible and usable banner system</li>
<li>Planning by WMNL</li>
<li>Improved reporting (automated and more detailed)</li></ul></div></body></html>