Thanks Sam! Very interesting to see the WMF dip its toe into the water of
off-Wikipedia fundraising for small gifts for the first time. :)
Out of interest are you planning to use Facebook's custom audiences tool to
include (or possibly exclude) people who are already WMF donors?
(And, more of a movement strategy question than one aimed at the actual
fundraising team - if this works, will WMF decide it's the only movement
body that is allowed to fundraising on Facebook, in the same way's it
approaches the on-wiki banners? :) )
On Thu, Jun 29, 2017 at 6:58 PM, Samuel Patton <spat...@wikimedia.org>
> 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
> *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
> Stay tuned for more updates!
> *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+
> *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
> Reach: ~1,000,000
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