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 > > > _______________________________________________ > > > 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: Wikimedia-l@lists.wikimedia.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: Wikimedia-l@lists.wikimedia.org > > Unsubscribe: https://lists.wikimedia.org/mailman/listinfo/wikimedia-l, > > <mailto:wikimedia-l-requ...@lists.wikimedia.org?subject=unsubscribe> > _______________________________________________ > 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: Wikimedia-l@lists.wikimedia.org > Unsubscribe: https://lists.wikimedia.org/mailman/listinfo/wikimedia-l, > <mailto:wikimedia-l-requ...@lists.wikimedia.org?subject=unsubscribe> > -- James Heilman MD, CCFP-EM, Wikipedian The Wikipedia Open Textbook of Medicine _______________________________________________ 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: Wikimedia-l@lists.wikimedia.org Unsubscribe: https://lists.wikimedia.org/mailman/listinfo/wikimedia-l, <mailto:wikimedia-l-requ...@lists.wikimedia.org?subject=unsubscribe>
