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authorIkiWiki <ikiwiki.info>2020-10-22 20:09:53 +0000
committerIkiWiki <ikiwiki.info>2020-10-22 20:09:53 +0000
commit30df43a84351609680eaac2b6274781cf6572438 (patch)
tree8809f94e9aacd8091269ac678bc6f9398198d11d
parent62b85bc40c2478e4e0b52ac0f761acfd02d234b8 (diff)
parent7fc887f08ee905a098d5b7f3a2dd6267abc9531e (diff)
Merge branch 'master' of gitlab-ssh.tails.boum.org:tails/tails
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-[[!meta title="Improvements to the donation process"]]
-
-[[!toc levels=3]]
-
-Calendar until the campaign:
-
- - Week 35, Aug 24: draft illustrations and text
- - Week 36, Aug 31: usability testing
- - Week 37, Sep 7: final illustrations and text
- - Week 38, Sep 14: sajolida unavailable
- - Week 39, Sep 21: sajolida unavailable
- - Week 40, Sep 28: sajolida unavailable
- - Week 41, Oct 5: sajolida unavailable
- - Week 42, Oct 12: launch the campaign
-
-<h1 id="survey">Survey lapsed donors</h1>
-
-Goals:
-
-* Learn about motivation to better frame our message
-* Identify low hanging fruits in how we could steward them better
-
-Call:
-
-<pre>
-Subject: Tell us how you feel about your donation to Tails
-
-Hi,
-
-Thank you so much for donating to Tails in the past!
-
-Donations from individuals like you are our most precious source of
-income as they guarantee our independence.
-
-Today, we want to ask you a few questions about how satisfied you are
-with your donation and Tails in general.
-
-We will use your feedback to improve our relationship with donors like
-you and encourage more people to donate to Tails. This will help us
-continue building the world's most popular secure operating system.
-
-To help us, please answer this survey of 7 simple questions before
-Thursday, August 20:
-
-{SURVEYURL}
-
-Your opinion matters to us!
-
-Our achievements in 2020 so far
--------------------------------
-
-* In 2020, Tails was started 30 000 times every day on average, 18% more
- than in 2019.
-
-* We completely redesigned our Home and About pages, making it more
- engaging and easier to understand what Tails is and why people should
- use it:
-
- https://tails.boum.org/
- https://tails.boum.org/about/
-
-* We added support to Secure Boot, now required by most modern laptops.
-
-* We improved automatic upgrades to remove the need for most manual
- upgrades, which was one of the major pain points for users.
-
-* We simplified the instructions on how to start Tails, which was
- another major pain point for users.
-
-* We created and printed outreach material in 5 languages to tell
- the world about Tails:
-
- https://tails.boum.org/contribute/how/promote/material/leaflets/
-
-* We migrated our issue tracker to GitLab to make it easier to
- contribute to Tails and speed up our work.
-
-In solidarity,
-
---
-Tails
-
-To stop receiving emails from us, click the following link:
-{OPTOUTURL}
-</pre>
-
-List:
-
- ./scripts/donors-report -c ' ' \
- -p data/PayPal_RiseupLabs_2019-01-01_to_2019-12-31.csv \
- -p data/PayPal_RiseupLabs_2020-01-01_to_2020_02_03.csv | sed 's/^ : //' > /tmp/2019
-
- echo "firstname,lastname,email" > ~/Tor\ Browser/lapsed.csv
-
- ./scripts/donors-report -c ' ' -x exclude.dat -x /tmp/2019 \
- -p data/PayPal_RiseupLabs_2016-10-01_to_2016-12-31.csv \
- -p data/PayPal_RiseupLabs_2017-01-01_to_2017-12-31.csv \
- -p data/PayPal_RiseupLabs_2018-01-01_to_2018-12-31.csv \
- -p data/PayPal_RiseupLabs_2019-01-01_to_2019-12-31.csv | sed 's/^ : /,,/' >> ~/Tor\ Browser/lapsed.csv
-
-Questions:
-
-1. **Why did you donate to Tails?** (Short free text)
-
- | Topic | |
- |--|
- | Privacy | 24 |
- | Protection | 18 |
- | Freedom | 16 |
- | Surveillance | 6 |
- | Security | 5 |
- | Censorship | 2 |
-
-1. **Which part of our mission appeals to you most?** (Single choice)
-
- | Answer | |
- |--|
- | Protecting against surveillance | 53% |
- | Protecting against censorship | 18% |
- | Building a secure operating system | 29% |
-
-1. **Did you donate to Tails because you use it yourself or because you
- want other people to be able to use it?** (5-point Likert scale)
-
- * I use Tails myself
- * I want other people to be able to use Tails
-
- | | |
- |--|
- | Myself | 22% |
- | | 6% |
- | | 30% |
- | | 16% |
- | Others | 25% |
-
- Average: 3.1
-
-1. **How much of an impact do you feel your donation had?** (5-point Likert scale)
-
- | | |
- |--|
- | 1 | 36% |
- | 2 | 21% |
- | 3 | 29% |
- | 4 | 7% |
- | 5 | 7% |
-
- Average: 2.3
-
- 2 people commented on the ambiguity of the scale, whether 1 was good
- or bad. I would take these results with a pinch of salt.
-
-1. **Do you feel like you received too much or not enough communication
- from us?** (Multiple choice)
-
- | | |
- |--|
- | Not enough | 13% |
- | The right amount | 81% |
- | Too much | 2% |
-
- If "*Not enough*":
-
- 1. **How many times a year would you like to receive information from us?** (5-point Likert scale)
-
- | | |
- |--|
- | 1 | 0% |
- | 2 | 0% |
- | 3 | 31% |
- | 4 | 25% |
- | 5 | 44% |
-
- Average: 4.1
-
- 1. **What would like us to communicate more about?** (Short text)
-
- - Features and improvements (9)
- - Educational content: how to use Tails and other resources (4)
- - Technical work and life of the project (3)
- - What donations are used for (2)
- - Global impact: use cases and number of users (2)
- - Security vulnerabilities (2)
-
-1. **If you didn't renew your donation last year, would you mind telling us why?** (Multiple choice)
-
- | | |
- |--|
- | I was not aware | 29% |
- | I did renew my donation | 21% |
- | I couldn't afford it | 20% |
- | I donated to a different project instead | 6% |
- | I got irritated with too much communication | 2% |
- | I lost interest in Tails | 2% |
- | I had a problem while donating | 0% |
- | I felt pressurized to donate | 0% |
- | I was not sure how my money was used | 0% |
-
- 1. **What problem did you have while donating?** (Short text)
-
-1. **Do you have any questions, concerns, or possible improvements for us to take into account?** (Open ended)
-
- - How we calculate the number of users (1)
- - Rude answer from Help Desk (1)
- - T-shirts (1)
- - A few technical suggestions
- - Lots of love!
-
-Conclusions:
-
-- We're doing good! Negative comments were few exceptions in a mass of love:
- the work that we do is very important and we do it well.
-
-- We should communicate a bit more and better with past donors:
-
- * The main reason for lapsed donors not to renew their donation is lack of
- awareness.
-
- * We should write a newsletter to donors half-way through the year or when we
- have major improvements. ([[!tails_ticket fundraising#17703]])
-
- * Adding an opt-in mechanism for our newsletter would allow us to be less shy
- to write them. ([[!tails_ticket fundraising#17702]])
-
- * LimeSurvey is more convenient to send mass emails to donors.
- ([[!tails_ticket fundraising#17704]])
-
- * We should communicate more about the impact of donations and how we spend
- the money.
-
-- About our donors and their interests:
-
- * Donors are mostly users (74%) but they also want to help others (70%).
-
- * Donors mostly talk about:
-
- - Privacy (24)
- - Protection from oppressive governments and persecution (18)
- - Liberty and freedom of speech (16)
-
-<h1 id="donate">Improve /donate ([[!tails_ticket 17697]])</h1>
-
-Since we won't do usability tests and to avoid a situation à la
-[[!tails_ticket 16830]], we will limit our changes to:
-
-* Things we agree on easily
-* Research-based recommendations from experts
-* Things we can A/B test during the campaign
-
-Ideas:
-
-* Add an image.
-* Improve "How we spend our money" to tell more about the impact.
-* Improve the headline.
-
-<h1 id="thanks">Rewrite /donate/thanks and /donate/canceled ([[!tails_ticket 17701]])</h1>
-
-These pages look crap and we don't spend time on them because we don't
-see them ourselves. But I think that they are critical and low-hanging
-fruits. Some [psychological
-foundations](https://www.nngroup.com/articles/peak-end-rule/) for that.
-
-Add to each of them:
-
-* A feedback mechanism, especially on /donate/canceled!
-* An image
-* Better text
-
-These are things that are better studied in usability tests but they
-are so bad right now that it should be easy to agree on possible
-improvements while keeping them cheap.
-
-<h1 id="ab">A/B testing during the campaign (if needed)</h1>
-
-Like I did for [[!tails_ticket 16830]], we could do more such things
-during the campaign. For example, we could test different images, text,
-or controversial changes.
-
-<h1 id="buttons">Analyze the results of the A/B testing on frequency buttons ([[!tails_ticket 16830]])</h1>
-
-Compare the conversion rates between Tor Browser, Tails, and mobile.
-I'll be analyzing logs when looking at the results of the A/B testing on
-the monthly buttons anyway.
-
-Anything else worth analyzing in the logs?
diff --git a/wiki/src/donate/expenses.png b/wiki/src/donate/expenses.png
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