mozilla foundation 2011 plan...jan 01, 2011 · september 2010 - mozilla foundation board slides...

Mozilla Foundation

2011 PlanJanuary 2011

September 2010 - Mozilla Foundation Board Slides

2010 Review

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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:


2011 Big Picture

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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.


Revenue - Year Over Year

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9%

30%61%

2010 ($2.9M)

Investment Grants Donations / Membership

53%23%

23%

2011 Plan ($4.3M)

11%

17%

72%

2009 ($725K)


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)


Proposed New Hires

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• 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.


2011 Drumbeat Plan

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• 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.


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


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.

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Membership Overview

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• 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.


Membership Overview

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• 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.


Membership Timeline

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• 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.


Membership Risks

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• 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).


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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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.

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2011 Plan - Summary

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• 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

mozilla foundation 2011 plan...jan 01, 2011 · september 2010 - mozilla foundation board slides...

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