Let it Go! Let it Go!: Adapting Fundraising and Engagement Messaging to Today's Landscape

Let it go! Let it go! January 22, 2014 | [Time] Eastern

Speaker: Madeline Stanionis, M+R

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Let it go!

Madeline Stanionis www.mrss.com

33,301,239 people

300 email messages monthly

Countless (literally) actions

$159 million

Whoa

www.mrbenchmarks.com

www.mrss.com/lab

It has always been this way

34 million friends

Nothing But Nets

1. Know your people

Dissecting a Mozilla

Supporter*

Codes for fun

Wears hoodies, and loves Mozilla apparel

Thinks the internet should be free

Really freaking hates the CIA and NSA

Favors function over fashion

Loves wikipedia

*For brainstorm purposes only – think of this as an “aggregate” of a Mozillian

• Mission based copy • Institutional reasons to give • Reminder of tax-deductibility • Deadline Driven

CONTROL

ALL THAT STUFF + •Update on $ • Average gift • Assurance that if you give, we’ll stop emailing you…. • A reminder of “this is what you told us” via survey

TEST

“We work in the open,

we fundraise in the open”

SHOW AND TELL

MOZILLA’S RESULTS! •26.3% more donors • 21.6% increase in revenue • Same average gift

2. Give the people stuff to do.

3. Ride the wave

4. Take advantage of their voice

5. Parameters & guidelines, not rules

6. Inspiration

HRC’s red logo

HRC’s red logo