*Hi Jim,Thanks for the suggestion. We’re only focusing on Facebook for this
first series of tests. We know its user base is both vast and global which
makes it an attractive option. We may consider testing other platforms in
the future.In regards to posting metrics, we will be releasing our annual
fundraising report this fall which will include information about this
experiment. Stay tuned for more.Best,Caitlin*


On Fri, Jun 15, 2018 at 10:55 AM James Salsman <jsals...@gmail.com> wrote:

> Caitlin,
>
> Are we planning to compare the costs and outcomes of donation appeals
> using other internet advertisers?
>
> I predict Nextdoor.com have a substantially lower cost per donation
> than Facebook, but there is only one way to find out. I would say the
> same for Google Adwords and Bing ads, in that they should cost less
> per the same donated amounts than Facebook, but probably not
> Nextdoor.com.
>
> Please post detailed conversions statistics to the Updates page on meta.
>
> Best regards,
> Jim
>
> On Fri, Jun 15, 2018 at 10:09 AM, Caitlin Cogdill
> <ccogd...@wikimedia.org> wrote:
> > Hello all,
> >
> > A year ago, the WMF Fundraising team ran an experiment showing donation
> > appeals on Facebook. While the experiment was valuable, we need more
> > experience and data to properly assess Facebook’s viability as a
> potential
> > revenue channel. This is important to us because leveraging Facebook’s
> > broad audience allows us to meet our users where they prefer to engage
> > online.
> >
> > Over the last few months, we have been working on content variations for
> a
> > new experiment, trying content more closely based on the messaging that
> > already performs well on Wikipedia. *I’m writing today to say we will be
> > launching our second Facebook ads experiment on Monday, June 18.*
> >
> > We would like to note we are approaching this test with caution and are
> > making every effort to protect our donors’ information. We’ve been
> working
> > closely with the Foundation’s Legal team to re-review Facebook’s latest
> > policies and terms of service before a single ad is placed. We are not
> > uploading our donor lists to Facebook for any list matching or donor
> > suppression (meaning active Wikipedia donors may see these ads). All ads
> > will direct donors to the Foundation’s hosted donation pages, and we are
> > not sending Facebook any conversion metrics or personally identifiable
> > information on who donates from the ads we run.
> >
> > The parameters for this experiment are very similar to those my colleague
> > Sam laid out in his email last year, which I am including below for
> > reference. The high level details are:
> >
> > *WHEN:* Beginning Monday, June 18 - appx June 30
> > *WHO:* Facebook users in the US who speak English. We will do some more
> > specific demographic targeting based on age, education, and interests,
> but
> > are deliberately starting by casting a wide net for this experiment.
> > *COST: *We are committing $5,000 USD in a cost per click agreement. If
> this
> > experiment shows promising results, we may commit more funds to
> additional
> > creative tests.
> >
> > Facebook advertising is not yet a fixture of our long-term fundraising
> > strategy; this is simply an experiment to help us gauge how valuable this
> > platform could be to us in the future. If we decide to more permanently
> > integrate Facebook into our budget and strategy, we will follow up.
> >
> > If you have questions about this experiment, please don't hesitate to
> ask.
> >
> > Thanks,
> > Caitlin
> >
> >
> > ---------- Forwarded message ----------
> > From: Samuel Patton <spat...@wikimedia.org>
> > Date: Thu, Jun 29, 2017 at 10:58 AM
> > Subject: [Wikimedia-l] Fundraising pilot on Facebook
> > To: Wikimedia Mailing List <Wikimedia-l@lists.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
> > 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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> >
> >
> >
> > --
> > Caitlin Cogdill
> > Senior Fundraising Email Manager
> > Wikimedia Foundation
> >
> > Imagine a world in which every single human being can freely share in
> > the sum of all knowledge. Help us make it a reality!
> >
> > *https://donate.wikimedia.org <https://donate.wikimedia.org/>*
> > _______________________________________________
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-- 
Caitlin Cogdill
Senior Fundraising Email Manager
Wikimedia Foundation

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