Hi all, I've received a bunch of great questions both on and off list. I'm really happy to see how interested people are in this pilot. It is a new experiment for us, too, and I hope the learnings will be beneficial to all.
I just wanted to send a quick note of acknowledgment because it's getting late in my timezone and I haven't had a chance to get answers to all questions. I'll be back in touch next week with more info. thank you, sam On Fri, Jun 30, 2017 at 6:46 AM, Chris Keating <chriskeatingw...@gmail.com> wrote: > 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? :) ) > > Regards, > > Chris > > On Thu, Jun 29, 2017 at 6:58 PM, 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: Wikimediaemail@example.com > > 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/wik > i/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> > _______________________________________________ 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>