Readers/WE3.2 Diversifying donation opportunities
Our objective is to increase the number of donations through non-banner or email methods by 5% YoY per platform through product interventions that foster deeper connections and reduce friction for donors by the end of Q2.
Context
[edit]This KR will see us continue to explore new entry points for donation and other opportunities to convert readers into donors and retain them by deepening their connections to the wikis, including more personalized content. In this work we will focus on introducing new entry points and iterating on existing entry points on apps and web, in collaboration with the fundraising team.
Projects
[edit]| Hypotheses | Project details | Current status |
|---|---|---|
| WE 3.3.1 Year in Review Donor Personalization (iOS)
If we collaborate with fundraising we will develop more engaging, integrated and personalized donor slides in the iOS Year in Review as measured through user testing. This will be followed up with a hypothesis in Q2 to assess if the improved Year-in-Review saw 5% more donations than 2024’s Year in Review. |
Wikimedia Apps/Team/Wikipedia Year in Review/2025 Year in Review | Complete |
| WE 3.3.2: Customizable donation reminder (Android)
If we prompt readers in non-campaign markets to set up an optional, customizable (amount and frequency) reminder for donations based on their usage of Wikipedia, we’ll see a 5% increase in app menu donations in those markets. |
Wikimedia Apps/Team/Android/Customizable Donation Reminder Experiment | Complete |
| WE3.2.3 Donate button A/B test (Web)
If we run an A/B test experiment on logged out users to display subtle variants of the donation entry point for desktop, we will observe a 2% higher number of donations via the treatment paths, as compared to control |
Readers/Reader Experience/WE3.2.3 Donate button A/B test | Complete |
| WE3.2.5 Year in Review Android
If we introduce a Year in Review feature on Android that highlights user impact and includes integrated donor messaging, we’ll drive new donation behaviour—and we’ll see a 5% increase in app menu compared to 2024. |
Wikimedia Apps/Team/Wikipedia Year in Review/2025 Year in Review | In Progress |
| WE3.2.6 Year in Review iOS
If we make the donor slides in the iOS Year in Review, more integrated, and personalized, we’ll see a 5% increase in donations compared to 2024. |
Wikimedia Apps/Team/Wikipedia Year in Review/2025 Year in Review | In Progress |