Mozilla’s EOY Fundraising Campaign

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“4.9M social media impressions supported a $1.2M fundraising goal.”

Mozilla’s end-of-year campaign goal hit $1.2M in individual donations — nearly double the return on the previous year’s campaign. Starting in November, the Communications team used e-mail, social media, and the Firefox Snippet to tell our shared story, engage new contributors, and grow the pool of resources needed to support Mozilla’s continued ability to advocate for the open web.

Strategy:

I worked with campaign designer Andrea Wood to co-create a social media strategy that encouraged supporters to:

  • Offer small dollar donations as a meaningful contribution to the Mozilla project
  • Join a Thunderclap appealing to last-minute contributors that set the stage for a coordinated email and final social push on December 30th
  • Use the hashtag #lovetheweb on social channels to promote their own donation activities and show public support for the campaign

I worked with Andrea to develop campaign messaging offering a wide range of take-action moments and settling on a versatile, positive ‘share-the-love’ message that worked across all channels. I also prepared visual materials for social channels, iterating on the brand design to create multiple share graphics for Tumblr and Facebook.  I wrote, scheduled and published over 100 tweets, posts and channel updates and supported an aggressive ‘favoriting’ campaign over the Christmas holidays to thank supporters.

Results:

  1. The campaign raised over $1,260,019.79, with $296,765 on December 30th alone
  2. Social media impact from the end of year campaign was measured at 4.9M social media impressions in 40 days, including over 3,187 mentions of the campaign hashtag #lovetheweb
  3. Mozilla’s Thunderclap total social reach hit over 2,779,345 impressions, partly due to strategic coordination with larger social networks
  4. Through the @Mozilla channel I drove support for our Thunderclap up to 322 supporters in 20 days (128% of goal supported)
  5. Social networks averaged $21.43 per donation

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