Grants:Project/Rapid/PreWiki.sk/Fundraising campaign 2022

Briefly explain what are you trying to accomplish with this project, or what do you expect will change as a result of this grant. Example goals include, "recruit new editors", "add high quality content", or "train existing editors on a specific skill".

The goal of this project is to increase financial sustainability of our organisation using new revenue stream by local, independent fundraising in accordance with Strategy 2030 recommendation on Financial sustainability. The aspirational goal is to be fully financial independent from WMF by June 2022.

Funds received in this campaign will support activities from our Annual agenda 2022 according to our Annual budget 2022 (no earlier than June 2022) and now-in-preparation Strategic plan 2022-2023 (the funds received cas be used up to the end of 2023). If successful, in the fundraising campaign in 2023 we will use funds raised in this campaign, and so on.

This campaign reuses the infrastructure created and experience gained from the last year campaign (see last year grant request). In 2021 there were a series of problems with the technical infrastructure and changes to the ads system that delayed the execution, so it is even more important that the infrastructure is much improved now and prepared. This grant request is mean to supplement the CentralNotice request for this year's campaign.

Project Plan

Activities

Tell us how you'll carry out your project. What will you and other organizers spend your time doing?

In this specific national Slovakian fundraising campaign, Slovakian non-profit organisations ask for donations of part of the income tax that Slovakian workers and organisations pay to the state (so called "2%"). Thousands of nonprofits participate every year and for many of them it provides substantial funds (the system is fundamentally the same as in Poland, which makes WMPL one of few chapters to not ask WMF grants).

In this project we will prepare the campaign so the public will donate to our organisation. The expenses will be used to pay for the website and advertising. The main part of the campaign will last until end of April 2022; the project is set up for ending at 2023-01-31 only in order to provide the data for metrics.

We have already prepared the technical and organisational infrastructure (reused and adapted from last year) which will eventually be improved further during the course of the campaign. So it is easier and cheaper to conduct the campaign this year than the last year (first time) and will be even easier and cheaper in the next years (e.g. collecting email and postal addresses of donors to thank them and ask for donation the next year).

How will you let others in your community know about your project (please provide links to where relevant communities have been notified of your proposal, and to any other relevant community discussions)? Why are you targeting a specific audience?

Facebook page post

The project audience is the specific part of the general public in Slovakia which like Wikimedia projects. So it is mostly outside of online wikimedia community. We will use marketing techniques (like creating a donor avatar, A/B testing, landing pages, email subscription form etc.) to laser target our very specific target group, ask them for donation and stay in contact with them. The project leader (KuboF Hromoslav) has already experience with internet marketing, e.g. provided a 1,5 hour training on this specific topic during Wikimedia CEE Meeting 2019, see Laser target your social media audience.

What will you have done at the end of your project? How will you follow-up with people that are involved with your project?

At the end, the specific audience donated their "2%" to our organisation. After the project (possibly even during the project), our organisation will be able to fund part or all of our activities for 2022 and 2023 from the received donations (usable amounts are usually paid in 2nd-3rd quarter of the year).

Because of the nature of how this national fundraising campaign works and the audience we are targeting, there will be little interaction with donors. Follow-up will be done by email message for those who will opted-in email (probably right after opt-in, and at the time of fundraising campaign 2023), and by paper post for those who provided their postal address (probably in February 2023, when our organisation will receive the addresses).

Are you running any in-person events or activities? If so, you will need to complete the steps outlined on the Risk Assessment protocol related to COVID-19. When you have completed these steps, please provide a link to your completed copy of the risk assessment tool below:

No in-person events.

Impact

How will you know if the project is successful and you've met your goals? Please include the following targets and feel free to add more specific to your project:

Number of total participants: 200 000
- total number of ads impressions
Number of articles created or improved (if applicable) - not applicable
Number of photos uploaded to Wikimedia Commons (if applicable) - not applicable
Number of photos used on Wikimedia projects (if applicable) - not applicable
Funds raised: 1 000 €
Email addresses collected: 100 (if all these people will donate in 2023, we will raise cca 500 euro just by sending a free email)
Postal addresses collected: 20

Resources

What resources do you have? Include information on who is the organizing the project, what they will do, and if you will receive support from anywhere else (in-kind donations or additional funding).

prepared landing page with installed CiviCRM to collect email addresses (to be adapted bit more), already functional and liked Facebook page

User:KuboF Hromoslav - project leader (nearly decade long experience with this particular kind of fundraising campaign, experience in landing page creation, experience in ads targeting)

we will ask Google to provide additional advertisement for free (not confirmed to date)

requested CentralNotice campaign as a supplement to this grant request (not confirmed to date)

prepared project management tool to coordinate the whole project life cycle

What resources do you need? For your funding request, list bullet points for each expense:

web hosting: 25 EUR
- the Annual budget 2022 set the whole web hosting expenses for 50 € and that is divided to the main website and additional for the fundraising campaign
paid ads: 500 EUR

Endorsements