Hi Sam, Does this involve paying Facebook and Instagram? If so, how much is being allocated that part of this pilot?
IIRC, at least Facebook has a separate program for non-profits, but they didnt offer ads for non-profits at reduced rates as part of that program. What targets have been set to evaluate whether this pilot will be considered successful? If it is just to *learn* about potential demographics, I fear that most of the knowledge gained will already have been published previously by other non-profits who've tried similar. I cant help but notice that you mentioned the work will be done by Middle Seat <http://middleseat.co/>, and not that it is former staff member Zack Exley's company. Is there a requirement that this consulting job will culminate in a published and openly licensed report by Middle Seat? Regards, John On Fri, Jun 30, 2017 at 12:58 AM, Samuel Patton <spat...@wikimedia.org> wrote: > Hi everyone, > > I'm writing to let you know about a project we're trying on the > Foundation's fundraising team. Thanks to all the help and advice we've > received from our colleagues in Communications, Legal, and Community > Engagement. > > *I've posted this announcement as an update on Fundraising's Meta Page > <https://meta.wikimedia.org/wiki/Fundraising/Updates>, and would be happy > to answer questions and keep the discussion up there.* > > Over the next three weeks, the Advancement team will be conducting a small > fundraising pilot on Facebook and Instagram. This will involve sponsored > posts, served in English to people in the United States, that will direct > users to donate to the Foundation using our own donation processing pages. > > Fundraising is always interested in exploring new ways to reach people who > find value in Wikipedia and are interested in supporting the Foundation’s > mission. Advertising across social networks is a proven and popular way for > nonprofits to find new supporters and build organizational awareness, and > we’re excited to dip our toes into this. > > Like the many tests we run for Fundraising, this pilot will involve > experiments testing different imagery, copy, and calls to action. We hope > to answer the question: how well does our on-Wikipedia.org messaging > perform when presented on another site? It will also examine how our > appeals perform across demographic and interest groups. > > *Where will the ads appear?* > > This pilot will use “sponsored posts,” which is what Facebook calls content > that appears in the news feed of Facebook users. > > They will also appear on Instagram as “sponsored stories” that appear > within the flow of photo and video posts users scroll on that network. > (Instagram is a Facebook property.) > > They will not appear as banners, pop-ups, or display ads that appear > alongside the news feed. This is a test in what is called “native” > advertising, meaning it uses the same content display area that users > expect from Facebook and Instagram. > > *How will you target your ads?* > > In addition to the broad parameters of language (English) and country > (U.S.), we have identified a few target audiences that might respond > particularly well to our appeals: educators, philanthropists, and frequent > consumers of news. We will build these audiences based off self reported > information about educational achievement, news readership, and > philanthropic interest. I've included details on each audience below. In > addition to these, we have discussed the value of comparing effectiveness > across other characteristics - age, gender, etc. > > A large part of the value in running this experiment is to *learn* whether > there are any demographic differences in how people respond to our > messaging. If this experiment does give us compelling info about who is > more likely to donate, that is exciting! And we'll talk as a group about > what to do with that knowledge. > > *Can users opt out?* > > Of course. Users can hide individual ads if they are not of interest to > them. This is also something we can measure to better understand how to not > annoy or impose on social media users in future fundraising drives. > > *Who is working on this?* > > Fundraising is partnering with the social media folks in Communications to > run this test. The promotion and measurement of ads is being managed by a > small company called Middle Seat. > > *Will you keep us in the loop?* > > Absolutely. By July 15 we intend to share an overview of our testing so far. > > Stay tuned for more updates! > > sam > > ----------------------- > > *Possible target audiences:* > > *STUDENTS & EDUCATORS* > *How likely to donate are current students and educators?* > Age: 18 - 65+ > Target: Current students above high school level and educators based on > self-reported “job title” > Reach: 1,000,000+ > > *PHILANTHROPISTS* > *How likely to donate are Facebook users interested in both philanthropy > and donating to charitable causes?* > Age: 18 - 65+ > Target: Facebook users with self-reported interests in philanthropy and > donating to charity > Reach: ~460,000 > > *NEWS READERS* > *How likely to donate are Facebook users whose behavior suggests they’re > daily news consumers?* > Age: 18 - 65+ > Target: Facebook users with interests and behavior that suggests daily news > consumption > Reach: ~1,000,000 > _______________________________________________ > Wikimedia-l mailing list, guidelines at: > https://meta.wikimedia.org/wiki/Mailing_lists/Guidelines and > https://meta.wikimedia.org/wiki/Wikimedia-l > New messages to: Wikimediafirstname.lastname@example.org > Unsubscribe: https://lists.wikimedia.org/mailman/listinfo/wikimedia-l, > <mailto:wikimedia-l-requ...@lists.wikimedia.org?subject=unsubscribe> -- John Vandenberg _______________________________________________ Wikimedia-l mailing list, guidelines at: https://meta.wikimedia.org/wiki/Mailing_lists/Guidelines and https://meta.wikimedia.org/wiki/Wikimedia-l New messages to: Wikimediaemail@example.com Unsubscribe: https://lists.wikimedia.org/mailman/listinfo/wikimedia-l, <mailto:wikimedia-l-requ...@lists.wikimedia.org?subject=unsubscribe>