Mozilla End of Year Fundraising Campaign

Mozilla’s end-of-year campaign achieved $1.2M in individual donations — nearly double the amount raised from the previous year. Starting in November, the campaign team used e-mail, social media, and the Firefox Snippet to tell our shared story, engage new contributors, and grow the financial resources required to support Mozilla’s 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 donation prompts, and developing a versatile, ‘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, Twitter and Facebook.  I wrote, scheduled, and published over 100 tweets, posts, and channel updates, and conducted an engagement campaign over the Christmas holidays to thank hundreds of supporters for donating and sharing our message.

Results:

  • The campaign raised over $1,260,019.79, with $296,765 raised on December 30th alone
  • 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
  • Mozilla’s Thunderclap total social reach hit over 2,779,345 impressions, partly due to strategic coordination with larger social networks
  • Through the @Mozilla channel I drove support for our Thunderclap up to 322 supporters in 20 days (128% of goal supported)
  • Social networks averaged $21.43 per donation

 

Description

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