wiki:org/teams/FundraisingTeam/Campaigns/2018

Concept

Strength in Numbers - this theme allowed us to quantify different aspects of our work and make the point that all aspects of Tor are stronger when more people participate.

Income

$207,500 raised during the campaign and $463,000 raised from individuals in all of 2018.

Engagement

  • 16,425 now on the email list when we had 6,905 at the beginning of 2018
  • 547,187 total donate page hits in 2018
  • Donate page hits from Tor Browser Banner total across all languages: 175,984
  • Donate page hits from Twitter: 42,609

Swag

11.2% of donors chose the campaign t-shirt in 2018

Successes to repeat and build upon

  • Recipients of bulk emails generated $69,137 - continue to build the email list and send out a variety of messages throughout the campaign.
  • Recipients of personal emails generated $19,900 - be sure to communicate with certain segments of the database who are not on the email list.
  • Recipients of postal mail generated $10,575 - continue to utilize this as an option for donors with no email address or as an opportunity for multi-channel fundraising.
  • Challenges on Twitter and Mastodon increased income and engagement - think of a variety of challenges to have throughout the campaign.
  • Many donors tweeted about their donation - be sure to encourage donors to do this.
  • Tor employees and community members amplifying social media messages - encourage all community members to engage in the campaign.
  • We received 100 new monthly donors. We need to continue to build this committed group of donors.

Areas for Improvement

  • Start planning theme, assets, and strategy in May 2019.
  • Tor Browser banners resulted in more hits to the donate page, but fewer donations. Consider changes to the donate page to increase conversions. Also consider functionality of the banner in that it shows up to a user again, even if the user visits the donate page. The hypothesis is that a user doesn’t necessarily decide to give upon their first visit to the page, but will donate if reminded again via the banner. Have better communication between the Fundraising and Tor Browser teams and thorough testing of the banner functionality.
  • Increase number of social media challenges, but make sure not to have so many that engagement decreases. Consider kicking the campaign off with a challenge.
  • Get early engagement by conducting a public vote on the campaign t-shirt. Fewer donors elected to receive the t-shirt in 2018, so early engagement could increase interest.
  • Increase the number of postal letters sent for multi-channel fundraising.
  • Better coordinate external validators and ask some to write blogs for the campaign.
  • Offer an easy way for donors to give a wider variety of cryptocurrencies. Bitcoin values were down as compared to 2017 and we had several complaints from donors about our use of Bitpay. We also had several donors request to make donations of other types of cryptocurrency like Zcash, litecoin, etc. In 2018, we raised less than $5,000 from cryptocurrencies when we raised over $50,000 from bitcoin in 2017.

Timeline of Efforts with Results

Date Blog Website Tor Browser/TBA Tweets/Social Media/Press Email Notes Results Donate Page Income By Day (not including recurring gifts)
10/23/18 Campaign launch https://blog.torproject.org/strength-numbers-double-your-donation-mozillas-match Cross-posted on social media
10/23/18 Campaign covers for all channels, Updated logo, Announcement posts on IG, FB, Twitter, MD, LI https://twitter.com/torproject/status/1054734014479826945 Twitter: 11,546 hits to the donate page, Mastodon: 16,199 hits to the donate page, Facebook: 244 hits to the donate page
10/23/18 Sent a press release TechCrunch, ZDNet, Linux Journal https://www.linuxjournal.com/content/tors-strength-numbers-campaign-new-askkritaorg-site-kodi-announces-limited-edition
10/23/18 Donation Banners included in updates https://trac.torproject.org/projects/tor/ticket/23925 Banners disappeared after 1 click. Next year: change back to 2017 method of remaining until n views. 102,301 hits to the donate page in first round
10/23/18 Match language added to Tor Browser download page 137,220 hits to the donate page
10/23/18 Support.torproject.org updated for campaign https://marvelapp.com/a131e34/screen/50250666
10/23/18 Banner added to torproject.org https://trac.torproject.org/projects/tor/ticket/28277#no2 86,444 hits to the donate page from banner, 12,0745 hits to the donate page from the donate homepage button
10/23/18 Campaign announcement to non-givers https://crm.torproject.org/civicrm/mailing/view?id=114 Sent to 6,758 people 1,083 hits to the donate page from both versions of the email combined
10/23/18 Campaign announcement to past donors https://crm.torproject.org/civicrm/mailing/view?id=117 Sent to 3,733 people $1,966.00
10/24/18 $5,344.00
10/25/18 Sent personal email to major donors 20 recipients, Message was asking them to participate in this year’s campaign $2,514.30
10/26/18 Sent personal emails to monthly donors and recent donors who are not on the email list 288 recipients
10/26/18 Sent personal email to past donors not on the email list 78 recipients $2,046.00
10/27/18 Sent personal email to past donors not on the email list 56 recipients
10/27/18 Campaign Reminder post https://twitter.com/torproject/status/1056185014788988930 $3,419.00
10/28/18 $1,594.00
10/29/18 Sent personal email to past donors not on the email list 307 recipients $2,176.00
10/30/18 $1,197.00
10/31/18 Tor News https://crm.torproject.org/civicrm/mailing/view?id=123 Sent to 14,302 people 266 hits to the donate page $1,799.56
11/1/18 Campaign update with counter image https://twitter.com/torproject/status/1057997081879699458 $1,605.00
11/2/18 MotherBoard article mentions Tor https://motherboard.vice.com/en_us/article/zm9jd4/old-school-sniffing-attacks-can-still-reveal-your-browsing-history
11/2/18 Tweet asking users to help us get to $80K with match https://twitter.com/torproject/status/1058352527312334849 $2,812.00
11/3/18 Posts about MotherBoard article https://twitter.com/torproject/status/1058760018105905152 $852.00
11/4/18 $2,206.00
11/5/18 General campaign post https://twitter.com/torproject/status/1059525049416331265
11/5/18 Universal Declaration post https://twitter.com/torproject/status/1059523023466909697 $861.33
11/6/18 Sent personal email to past donors not on the email list 8 recipients
11/6/18 Campaign update posts https://twitter.com/torproject/status/1059884603807358976 $1,205.00
11/7/18 $1,191.29
11/8/18 Snowden mentioned Tor on Twitter https://twitter.com/Snowden/status/1060569659009888260 $510.00
11/9/18 Campaign post #internetfreedom https://twitter.com/torproject/status/1060901942535299072
11/9/18 Ask for help to get to $100K https://twitter.com/torproject/status/1060902798701879296 $1,031.00
11/10/18 $1,425.00
11/11/18 $962.00
11/12/18 $562.00
11/13/18 Board diversity https://blog.torproject.org/strength-numbers-growing-our-board-directors Tweet https://twitter.com/torproject/status/1062408891890311168
11/13/18 Update and case for giving even $1 helps https://twitter.com/torproject/status/1062347721531629568
11/13/18 Swag Gif https://twitter.com/torproject/status/1062465129437110273 $742.00
11/14/18 $1,106.00
11/15/18 Update $120K https://twitter.com/torproject/status/1063142081676394496
11/15/18 Retrospective https://blog.torproject.org/strength-numbers-onion-blooms Tweet https://twitter.com/torproject/status/1063179956593876993
11/15/18 Shari’s retrospective to non-donors https://crm.torproject.org/civicrm/mailing/view?id=126 Sent to 14,061 people 316 hits to the donate page from both versions of the email combined
11/15/18 Changed the support.tpo page to have the ask string anchored at $75 instead of $125 and added $10 button $4,010.00
11/16/18 Shari’s retrospective to past donors https://crm.torproject.org/civicrm/mailing/view?id=127 Sent to 522 people
11/16/18 Sent personal email to major donors not on the email list 37 recipients $1,340.00
11/17/18 $492.00
11/18/18 $740.00
11/19/18 Campaign Post https://twitter.com/torproject/status/1064526437879824390 $654.00
11/20/18 Internet freedom threat / censorship https://blog.torproject.org/strength-numbers-internet-freedom-line Tweet https://twitter.com/torproject/status/1064896365451505664
11/20/18 Iranian user quote https://twitter.com/torproject/status/1064927638060494848
11/20/18 Made banner @support.tpo smaller and removed the word ‘independent’ Sent personal email to major donors not on the email list 22 recipients $653.00
11/21/18 Community https://blog.torproject.org/strength-numbers-community-key $768.00
11/22/18 Thank you post https://twitter.com/torproject/status/1065609632037707777 $819.50
11/23/18 Other ways to give/Black Friday https://blog.torproject.org/strength-numbers-there-are-many-ways-give Tweet https://twitter.com/torproject/status/1065975704909684737 AmazonSmile, Stocks, Bitcoin, get a Tor shirt for a family member or friend, corporate matching 301 hits to the donate page
11/23/18 Swag promotions https://twitter.com/torproject/status/1065995909442531328
11/23/18 Other ways to give https://twitter.com/torproject/status/1066065111083876352
11/23/18 Father quote https://twitter.com/torproject/status/1066011011772227587 $961.00
11/24/18 $1,545.00
11/25/18 $625.00
11/26/18 Campaign update https://twitter.com/torproject/status/1067062873099313152 $825.00
11/27/18 Snowden quote image https://twitter.com/torproject/status/1067407717780922368 #GivingTuesday Twitter: 2,019 hits to the donate page, Mastodon: 1,126 hits to the donate page
11/27/18 Extra $20K match for new donors https://twitter.com/torproject/status/1067412150052884480
11/27/18 Swag post https://twitter.com/torproject/status/1067437459343007746
11/27/18 New donor challenge update https://twitter.com/torproject/status/1067457060386873345
11/27/18 Campaign update https://twitter.com/torproject/status/1067526920013787136
11/27/18 Why Every Dollar Counts https://blog.torproject.org/strength-numbers-why-every-dollar-counts Tweet https://twitter.com/torproject/status/1067461825292316674
11/27/18 Giving Tuesday/Isa’s Vision to recent donors https://crm.torproject.org/civicrm/mailing/view?id=134 Sent to 578 people
11/27/18 Giving Tuesday/Isa’s vision to past givers with no recent gift https://crm.torproject.org/civicrm/mailing/view?id=130 Sent to 3,400 people
11/27/18 Giving Tuesday/Isa’s vision to non-donors https://crm.torproject.org/civicrm/mailing/view?id=133 Sent to 10,804 people 228 hits to the donate page from this message
11/27/18 Personal email to past donors not on the email list 96 recipients, Message was about Isa’s vision with her message attached $2,955.19
11/28/18 New donor match https://twitter.com/torproject/status/1067784930887901184 $2,071.31
11/29/18 Personal email to past donors not on the email list 150 recipients, Message was about Isa’s vision with her message attached $1,952.00
11/30/18 Personal email to past donors not on the email list 110 recipients, Message was about Isa’s vision with her message attached
11/30/18 Tor News https://crm.torproject.org/civicrm/mailing/view?id=136 $1,268.00
12/1/18 Campaign update https://twitter.com/torproject/status/1068907419441512448 $1,750.11
12/2/18 $1,693.00
12/3/18 Banner launched on TBA $1,134.17
12/4/18 $544.00
12/5/18 OONI https://blog.torproject.org/strength-numbers-fighting-internet-censorship Tweet https://twitter.com/torproject/status/1070342380266631168
12/5/18 Campaign update https://twitter.com/torproject/status/1070332326733852672 $987.00
12/6/18 $775.00
12/7/19 $479.40
12/8/19 2016 and 2017 990s https://blog.torproject.org/transparency-openness-and-our-2016-and-2017-financials Tweet https://twitter.com/torproject/status/1072123461827485697
12/8/19 Campaign update https://twitter.com/elkakai/status/1071415171078332417 $452.00
12/9/18 $1,045.89
12/10/18 Human Rights Day to past donors https://crm.torproject.org/civicrm/mailing/view?id=140 Sent to 3,423 people
12/10/18 Human Rights Day message to non-donors https://crm.torproject.org/civicrm/mailing/view?id=142
12/10/18 Human Rights Day messages https://twitter.com/torproject/status/1072128288796143616
12/10/18 CyberScoop article featuring Isa https://www.cyberscoop.com/tor-funding-isabela-bagueros-december-2018/
12/10/18 ZDNet article about funding https://www.zdnet.com/article/half-of-the-tor-projects-funding-now-comes-from-the-private-sector/ $1,542.00
12/11/18 Relays / network https://blog.torproject.org/strength-numbers-measuring-diversity-tor-network Tweet https://twitter.com/torproject/status/1072500316615135233
12/11/18 $100K swag pack promotion https://twitter.com/torproject/status/1072559042776707072 Included in post-Giving Tuesday twitter hits to the donate page (9,761)
12/11/18 New donation banners added to Tor Browser update https://trac.torproject.org/projects/tor/ticket/28540 73,683 total hits to the donate page from all versions $1,633.00
12/12/18 Campaign and Challenge update https://twitter.com/torproject/status/1072911433543888896
12/12/18 Challenge update https://twitter.com/torproject/status/1072920617849110529
12/12/18 Challenge complete https://twitter.com/torproject/status/1072934903371587584 $2,937.00
12/13/18 Tor ecosystem / reliance. World without Tor https://blog.torproject.org/strength-numbers-entire-ecosystem-relies-tor Tweet that tagged all organizations mentioned in post https://twitter.com/torproject/status/1073324930048110594 This blog was pinned on Twitter for several days. 911 hits to the donate page
12/13/18 Crabapple poster challenge https://twitter.com/torproject/status/1073289884264210432 $2,298.00
12/14/18 Completed new donor match https://twitter.com/elkakai/status/1073599007186972673 $872.00
12/15/18 $824.85
12/16/18 $2,478.00
12/17/18 Campaign post https://twitter.com/torproject/status/1074770208311644161 $944.13
12/18/18 Localization and number of languages https://blog.torproject.org/strength-numbers-internet-freedom-movement-must-be-localized Tweet https://twitter.com/torproject/status/1075057375827124224 Boing Boing Charitable Giving Guide https://boingboing.net/2018/12/18/charitablegivinguide.html $2,669.41
12/19/18 Usability - is not about numbers is about the people https://blog.torproject.org/strength-numbers-usable-tools-dont-need-be-invasive Tweet https://twitter.com/torproject/status/1075405444578009088
12/19/18 Traveling onion announcement https://twitter.com/torproject/status/1075441020492496896 $1,885.00
12/20/18 Onion challenge and updates https://twitter.com/torproject/status/1075742782604697601
12/20/18 Onion challenge complete https://twitter.com/torproject/status/1075970089667739648 $3,506.50
12/21/18 Challenge video surprise https://twitter.com/torproject/status/1076121033256648704
12/21/18 HumbleBundle post https://twitter.com/torproject/status/1076228025937813505 $3,604.04
12/22/18 Library freedom https://blog.torproject.org/strength-numbers-library-freedom-intellectual-freedom Tweet https://twitter.com/torproject/status/1077229971968585730 $1,051.14
12/23/18 $816.00
12/24/18 $906.00
12/25/18 Campaign post https://twitter.com/torproject/status/1077607420652937216 $951.00
12/26/18 Looking ahead https://crm.torproject.org/civicrm/mailing/view?id=148 Sent to 14,598 people
12/26/18 Personal email to past donors not on the email list 54 recipients, Message was the year ahead with Isa’s message attached
12/26/18 Discounted t-shirt promo https://twitter.com/torproject/status/1077945452090265600 Through 12/29/18 $3,097.00
12/27/18 $4,017.00
12/28/18 Tor News https://crm.torproject.org/civicrm/mailing/view?id=137 Sent to 15,661 people
12/28/18 Personal email to past donors not on the email list 15 recipients, Message was the year ahead with Isa’s message attached $3,330.00
12/29/18 Activist quote https://twitter.com/torproject/status/1079014355499282432 Personal email to past donors not on the email list 37 recipients, Message was the year ahead with Isa’s message attached
12/29/18 Campaign post https://twitter.com/torproject/status/1078973923952394240 $2,894.00
12/30/18 Personal email to past donors not on the email list 171 recipients, Message was the year ahead with Isa’s message attached $4,642.47
12/31/18 Last Call message https://twitter.com/torproject/status/1079698694944051201 Twitter: 4,058 hits to the donate page
12/31/18 Last Chance for past donors who haven’t yet donated https://crm.torproject.org/civicrm/mailing/view?id=145 Sent to 3,297 past donors
12/31/18 Last call for recent donors asking them to share https://crm.torproject.org/civicrm/mailing/view?id=147 Sent to 998 recent donors
12/31/18 Last call for non-donors https://crm.torproject.org/civicrm/mailing/view?id=144 Sent to 11,328 non-donors
12/31/18 Personal email to past donors not on the email list 545 recipients, Message was the year ahead with Isa’s message attached $7,678.00
1/1/19 Remove match note from gold button on download page https://www.torproject.org/download/download
1/1/19 Remove banner from tpo.org
1/1/19 Revert donate page to pre-campaign WIRED article about Tor https://twitter.com/WIRED/status/1080237584901722112 $3,677.00
1/10/19 Thank you Blog https://blog.torproject.org/strength-numbers-final-count Tweet https://twitter.com/torproject/status/1083410664880771073
1/11/19 Thank you email https://crm.torproject.org/civicrm/mailing/view?id=149 Sent to 1,139 donors who gave during the campaign
Last modified 5 months ago Last modified on Mar 21, 2019, 1:31:23 PM