mozilla foundation 2011 plan...jan 01, 2011 · september 2010 - mozilla foundation board slides...
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Mozilla Foundation
2011 PlanJanuary 2011
September 2010 - Mozilla Foundation Board Slides
2010 Review
2
1. Drumbeat up and running. We’re proud of it.
• Strong projects, early impact. Attracting interest and participation.
• Festival in Barcelona was a win with participants and press.
• Built strong base of community to grow in 2011.
2. Fundraising progress, non-profit profile better.
• Struggled w/ individual donations, now seeing improvement.
• Pursued grants to compensate. Foundations see Mozilla as good partner.
MoFo moving again, relevant. Good steps forward:
September 2010 - Mozilla Foundation Board Slides
2011 Big Picture
3
We’ve talked about two big priorities for 2011:
1. Grow Drumbeat. More projects and reach.
• Refinement, focus, expansion — more of what’s working.
• Build on 2010 grant leads — new income fairly certain.
2. Launch Mozilla membership program.
• Good for Mozilla & Firefox: brand, vitality, sustainability.
• Replaces current donations program. Planning well underway.
• Mozilla-wide effort - everyone needs to get behind this.
September 2010 - Mozilla Foundation Board Slides
Revenue - Year Over Year
4
9%
30%61%
2010 ($2.9M)
Investment Grants Donations / Membership
53%23%
23%
2011 Plan ($4.3M)
11%
17%
72%
2009 ($725K)
September 2010 - Mozilla Foundation Board Slides
Expense - Year Over Year
5
22%
7%
44%
27%
2010 ($3.8M)
Operations Drumbeat Fundraising / Membership Tax Reserve
12%
20%
53%
15%
2011 Plan ($6.M)
September 2010 - Mozilla Foundation Board Slides
Proposed New Hires
6
• Controller > Finance Director
• Director, Programs and Strategy (1.0)
• Drumbeat• Manager, Events (1.0)
• Membership• Director, Membership (1.0)
• Member care and customer service managers (2.0)
• Plus: internal re-allocations / project staff.
September 2010 - Mozilla Foundation Board Slides
2011 Drumbeat Plan
7
• 2011: increase impact and reach of P2PU, WMM and Universal Subs.
• Increase impact and participation in existing projects.
• Funders now willing to foot part of the bill.
• Next projects: journalism, science?
• Find three new big new projects. Knight = journalism. Also leads related to science + art.
• Also: plant seeds for 2012 w/ small projects and design challenges.
September 2010 - Mozilla Foundation Board Slides
Drumbeat Overview
8
• Also: 2011 Drumbeat Festival.
• Bigger and better, tied to local events.
• Possible focus: Media, Freedom + the Web.
• Design challenges w. Moz Labs.
• Rebooted drumbeat.org.
• Showcasing open social + identity tools
• Success = increased participation
September 2010 - Mozilla Foundation Board Slides
Drumbeat Staff
• Built strong team 2010: motivated + skilled.
• Grow Drumbeat from 5.5 to 6.5 FTE in 2011.
• 100% > 2 x Program Managers, Events Lead,Communications Manager, Web Lead.
• 50% > Executive Director, Director of Programs, Web Front End.
• Also: contractors and temporary staff.
• Contractors working on grants and events.
• Temporary project staff for Web Made Movies, P2PU and Knight.
9
September 2010 - Mozilla Foundation Board Slides
Membership Overview
10
• Vision: program to massively grow the number of people who identify and connect with Mozilla.
• What’s the opportunity?
• Grows brand affinity, differentiates Firefox.
• Builds a legion of evangelists.
• Generates funds for programs + public support.
• Long term: vitality and sustainability.
September 2010 - Mozilla Foundation Board Slides
Membership Overview
11
• Basic offering: join Mozilla for $5.
• Bragging rights - “I’m a Mozillian”.
• Info and ‘get involved’ opportunities tailored for members.
• Access to special merchandise from member store.
• Mass appeal to people who love Firefox.
• Year 1 baseline target: 400K members / stretch: 1M.
• Mozilla-wide project.
• MoFo will build a world-class membership/member care team.
• MoCo will help Firefox users understand Mozilla’s role and mission.
September 2010 - Mozilla Foundation Board Slides
Membership Timeline
12
• Q1 - Launch basic offering.
• Get out the door just before FF4 launch (February).
• Integrate w/ FF4 launch, get first wave of members signed up.
• Q2 - Full offering, member care.
• Full selection of merchandise, plus info and get involved programs.
• Evolve messaging and user experience based on launch learning.
• Q4 - Major global event w/ members.
• ‘Webathon’ or similar event, run partly by members, many languages.
• Focus on consumer education about the web, telling your friends.
September 2010 - Mozilla Foundation Board Slides
Membership Risks
13
• Main risk: we haven’t done this before.
• New idea. Few models. Don’t yet have membership expertise in-house.
• Sign-up rates / revenue = educated guess.
• Individual fundraising disappointing, but we’ve learned and are improving.
• Response: walk, then run.
• Work from strength: both MoFo/MoCo committed, launch w/ FF4.
• Phase in hiring, slow down if not getting early traction.
• Build A-level team. Start recruiting membership director (will take time).
September 2010 - Mozilla Foundation Board Slides
Membership Staff
• Bootstrap from strengths, build A-team along the way.
• Existing staff bootstrap, get membership rolling.
• Ryan (50%), Chelsea (100%), Boswell (50%), plus MoCo E2 team.
• Working top notch branding and fundraising agencies.
• Grow team slowly to 5.5 FTE by end of 2011.
• Existing staff above = 2 FTE. New hires = 3.5 FTE - Membership Director, Customer Service, Member Care (100%), Web Front End (50%).
• Fundraising agency has vetted team structure / given comparables. Says right size and structure for start up program.
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September 2010 - Mozilla Foundation Board Slides
Core operations
• Mozilla-wide
• Context: global open source project plus complex organization.
• Community support (Gerv).
• Legal and tax structure.
• Portion of executive director, finance director, mozilla.org.
• Mozilla Foundation
• Ops costs for running MoFo and its programs modest.
• Executive director, finance, travel, G+A.
15
September 2010 - Mozilla Foundation Board Slides
2011 Plan - Summary
16
• Drumbeat and membership: a lot for one year.
• Drumbeat maturing, Membership a start-up. Can and should we do both?
• Need to dive in and do both.
• We have strong programs in Drumbeat. That’s what we built in 2010.
• We also need constituency and independent revenue to grow, remain vital.
• Timing is ideal. We can succeed.
• Strong Drumbeat team built in 2010. Will do same for membership in 2011.
• Well aligned w/ MoCo on membership: talent plus access to 400M people.
Mozilla Foundation
2011 PlanJanuary 2011