Grants:Project/Rapid/UG ELiSo/Fundraising campaign 2021

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 2021.

Funds received in this campaign will support our Annual agenda 2021 (no earlier than June 2021) according to our Annual budget 2021. If successful, in the fundraising campaign in 2022 we will use funds raised in this campaign, and so on.

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 non-profits participate every year and for many of them it provides substantial funds (the system is fundamentally 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 the website and advertising.

We will prepare the technical and organisational infrastructure in the way that in the next years it will be easier and cheaper to conduct such campaign (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?

(links to village pumps, mailinglist and FB group will be added here)

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 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, our organiastion will be able to fund part or all of our activities for 2021 and 2022 from the received donations (usable amounts are usually paid in 3rd quarter of the year - subject to change because of COVID-19 pandemic).

Because of the nature 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 massage for those who opted-in email (probably right after opt-in, and in the time of fundraising campaign 2022), and by paper post for those who provided their postal address (probably in early 2022, when our organisation will receive the adresses - subject to change because of COVID-19 pandemic).

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: 100 000
- 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 € ~~(there will be no funds received at the end of the project, only after the end; we will know probably in end of 2021 - subject to change because of COVID-19 pandemic)~~
Email addressed collected: 250
Postal addresses collected: 50 (we will know probably in early 2022 - subject to change because of COVID-19 pandemic)

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).

User:KuboF Hromoslav - project leader (nearly decade long experience with this particular 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)

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

internet domain: 10 EUR
web hosting: 25 EUR
- the Annual budget 2021 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