Thanks Sam

Interesting experiment. Can you provide versions of the fundraiser
notifications so people can provide feedback?

Best
James

On Thu, Jun 29, 2017 at 1:57 PM, Samuel Patton <spat...@wikimedia.org>
wrote:

> Hi, John. Thanks for taking the time to share your questions, and I'm happy
> to answer them. I've included your original questions and my answers
> inline:
>
>
> *Does this involve paying Facebook and Instagram? If so, how much is being
> allocated that part of this pilot?*
> Yes; we’ll pay a cost per click, or per impressions, for these ads. We’ve
> allocated $5,000 USD for this experiment.
>
>
> *What targets have been set to evaluate whether this pilot will be
> considered successful?*
> The ultimate goal of running an ads program would be 100% ROI; $2 raised
> for every $1 spent. We will also be able to compare ROI with that of our
> existing payment processors and determine if Facebook helps increase our
> efficiency. But we have no expectations because we don’t yet have data. For
> the purpose of this experiment, we simply want to establish benchmarks that
> could guide further testing. That being said, our online fundraising model
> is entirely built around a/b iterative testing, and we'll employ those
> principles in this pilot.
>
> *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.*
>
> A fair point, though I’d note that, as far as our banners and emails, ‘our
> donors don’t always behave like other donors.’ The copy, design, and ask
> amounts that work for us do not track exactly with the experiences of other
> non-profit peers, whom we also monitor and consult.
>
> If the ROI is favorable, it also gives us the opportunity to engage a new
> set of Wikipedia users. This new medium opens the possibility to get new
> donors on our list, and educate more people about the Foundation and the
> movement.
>
> *I cant help but notice that you mentioned the work will be done by Middle
> Seat <http://middleseat.co/ <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?*
>
> Zack Exley is not directly involved in this experiment, though he is a
> founding member of Middle Seat. We’re working with Middle Seat to tap into
> their expertise in social advertising and targeting, but all content
> approval and reporting will be handled by the Foundation in keeping with
> our established best practices.
>
> I appreciate your scrutiny and the chance to offer some more clarity on
> this test.
>
> regards,
> sam
>
> On Thu, Jun 29, 2017 at 2:45 PM, John Mark Vandenberg <jay...@gmail.com>
> wrote:
>
> > 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
> > > _______________________________________________
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> >
> >
> > --
> > John Vandenberg
> >
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-- 
James Heilman
MD, CCFP-EM, Wikipedian

The Wikipedia Open Textbook of Medicine
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