Discussion:
Fundraising pilot on Facebook
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Samuel Patton
2017-06-29 17:58:32 UTC
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Permalink
Raw Message
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
John Mark Vandenberg
2017-06-29 18:45:26 UTC
Reply
Permalink
Raw Message
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
Post by Samuel Patton
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
--
John Vandenberg
Samuel Patton
2017-06-29 19:57:41 UTC
Reply
Permalink
Raw Message
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
Post by John Mark Vandenberg
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
Post by Samuel Patton
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
Post by Samuel Patton
to answer questions and keep the discussion up there.*
Over the next three weeks, the Advancement team will be conducting a
small
Post by Samuel Patton
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.
Post by Samuel Patton
Fundraising is always interested in exploring new ways to reach people
who
Post by Samuel Patton
find value in Wikipedia and are interested in supporting the Foundation’s
mission. Advertising across social networks is a proven and popular way
for
Post by Samuel Patton
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
Post by Samuel Patton
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
Post by Samuel Patton
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
Post by Samuel Patton
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
Post by Samuel Patton
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
Post by Samuel Patton
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.
Post by Samuel Patton
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
Post by Samuel Patton
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
Post by Samuel Patton
Unsubscribe: https://lists.wikimedia.org/mailman/listinfo/wikimedia-l,
--
John Vandenberg
_______________________________________________
Wikimedia-l mailing list, guidelines at: https://meta.wikimedia.org/
wiki/Mailing_lists/Guidelines and https://meta.wikimedia.org/
wiki/Wikimedia-l
Unsubscribe: https://lists.wikimedia.org/mailman/listinfo/wikimedia-l,
James Heilman
2017-06-29 22:01:04 UTC
Reply
Permalink
Raw Message
Thanks Sam

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

Best
James
Post by Samuel Patton
Hi, John. Thanks for taking the time to share your questions, and I'm happy
*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
Post by John Mark Vandenberg
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
Post by Samuel Patton
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
Post by Samuel Patton
to answer questions and keep the discussion up there.*
Over the next three weeks, the Advancement team will be conducting a
small
Post by Samuel Patton
fundraising pilot on Facebook and Instagram. This will involve
sponsored
Post by John Mark Vandenberg
Post by Samuel Patton
posts, served in English to people in the United States, that will
direct
Post by John Mark Vandenberg
Post by Samuel Patton
users to donate to the Foundation using our own donation processing
pages.
Post by Samuel Patton
Fundraising is always interested in exploring new ways to reach people
who
Post by Samuel Patton
find value in Wikipedia and are interested in supporting the
Foundation’s
Post by John Mark Vandenberg
Post by Samuel Patton
mission. Advertising across social networks is a proven and popular way
for
Post by Samuel Patton
nonprofits to find new supporters and build organizational awareness,
and
Post by John Mark Vandenberg
Post by Samuel Patton
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
Post by John Mark Vandenberg
Post by Samuel Patton
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
Post by Samuel Patton
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
Post by Samuel Patton
consumers of news. We will build these audiences based off self
reported
Post by John Mark Vandenberg
Post by Samuel Patton
information about educational achievement, news readership, and
philanthropic interest. I've included details on each audience below.
In
Post by John Mark Vandenberg
Post by Samuel Patton
addition to these, we have discussed the value of comparing
effectiveness
Post by John Mark Vandenberg
Post by Samuel Patton
across other characteristics - age, gender, etc.
A large part of the value in running this experiment is to *learn*
whether
Post by Samuel Patton
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
Post by John Mark Vandenberg
Post by Samuel Patton
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
Post by Samuel Patton
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
Post by Samuel Patton
run this test. The promotion and measurement of ads is being managed
by a
Post by John Mark Vandenberg
Post by Samuel Patton
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.
Post by Samuel Patton
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
Post by John Mark Vandenberg
Post by Samuel Patton
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
Post by John Mark Vandenberg
Post by Samuel Patton
daily news consumers?*
Age: 18 - 65+
Target: Facebook users with interests and behavior that suggests daily
news
Post by Samuel Patton
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
Post by Samuel Patton
Unsubscribe: https://lists.wikimedia.org/mailman/listinfo/wikimedia-l,
--
John Vandenberg
_______________________________________________
Wikimedia-l mailing list, guidelines at: https://meta.wikimedia.org/
wiki/Mailing_lists/Guidelines and https://meta.wikimedia.org/
wiki/Wikimedia-l
Unsubscribe: https://lists.wikimedia.org/mailman/listinfo/wikimedia-l,
_______________________________________________
Wikimedia-l mailing list, guidelines at: https://meta.wikimedia.org/
wiki/Mailing_lists/Guidelines and https://meta.wikimedia.org/
wiki/Wikimedia-l
Unsubscribe: https://lists.wikimedia.org/mailman/listinfo/wikimedia-l,
--
James Heilman
MD, CCFP-EM, Wikipedian

The Wikipedia Open Textbook of Medicine
Chris Keating
2017-06-30 10:46:42 UTC
Reply
Permalink
Raw Message
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
Post by Samuel Patton
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
Unsubscribe: https://lists.wikimedia.org/mailman/listinfo/wikimedia-l,
Samuel Patton
2017-06-30 20:49:44 UTC
Reply
Permalink
Raw Message
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
Post by Chris Keating
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
Post by Samuel Patton
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
Post by Samuel Patton
to answer questions and keep the discussion up there.*
Over the next three weeks, the Advancement team will be conducting a
small
Post by Samuel Patton
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.
Post by Samuel Patton
Fundraising is always interested in exploring new ways to reach people
who
Post by Samuel Patton
find value in Wikipedia and are interested in supporting the Foundation’s
mission. Advertising across social networks is a proven and popular way
for
Post by Samuel Patton
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
Post by Samuel Patton
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
Post by Samuel Patton
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
Post by Samuel Patton
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
Post by Samuel Patton
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
Post by Samuel Patton
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
Post by Samuel Patton
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
Unsubscribe: https://lists.wikimedia.org/mailman/listinfo/wikimedia-l,
_______________________________________________
Wikimedia-l mailing list, guidelines at: https://meta.wikimedia.org/wik
i/Mailing_lists/Guidelines and https://meta.wikimedia.org/wiki/Wikimedia-l
Unsubscribe: https://lists.wikimedia.org/mailman/listinfo/wikimedia-l,
Samuel Patton
2017-07-14 20:43:57 UTC
Reply
Permalink
Raw Message
Hi all, apologies as I'm a bit behind schedule in answering the last round
of questions. We ended up taking a few extra days to get the details of the
program right, and launched this ads experiment on Wednesday, July 12th. I
posted an update today to our meta page for this experiment
<https://meta.wikimedia.org/wiki/Fundraising/Updates/FBAdsExperiment>, but
we don't have any conclusions, yet, due to our late launch.

Here are the questions I saw:

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

Sure. Our first ad group uses the same image of Jimmy Wales, with two
different sets of copy. You can see screenshots of the two ads on our meta
page <https://meta.wikimedia.org/wiki/Fundraising/Updates/FBAdsExperiment>.
If anyone has suggestions for content that you think might motivate new
donors, let me know. It's particularly difficult to come up with
representative images. Jimmy appeared in our banners for a while, so we
decided to start there.

*Chris Keating: Out of interest are you planning to use Facebook's custom
audiences tool to include (or possibly exclude) people who are already WMF
donors?*
This was a big discussion topic before we launched this pilot project. We
are not currently suppressing or targeting ads to our donor list, but we
will revisit this option and it's pros and cons if we decide to keep
testing ads.

*Also from Chris: (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? :) )*

Yeah, I can’t answer that :)

Hope everyone has good weekends,
sam
Post by Samuel Patton
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
Post by Chris Keating
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
Post by Samuel Patton
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
Post by Samuel Patton
to answer questions and keep the discussion up there.*
Over the next three weeks, the Advancement team will be conducting a
small
Post by Samuel Patton
fundraising pilot on Facebook and Instagram. This will involve sponsored
posts, served in English to people in the United States, that will
direct
Post by Samuel Patton
users to donate to the Foundation using our own donation processing
pages.
Post by Samuel Patton
Fundraising is always interested in exploring new ways to reach people
who
Post by Samuel Patton
find value in Wikipedia and are interested in supporting the
Foundation’s
Post by Samuel Patton
mission. Advertising across social networks is a proven and popular way
for
Post by Samuel Patton
nonprofits to find new supporters and build organizational awareness,
and
Post by Samuel Patton
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
Post by Samuel Patton
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
Post by Samuel Patton
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
Post by Samuel Patton
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
Post by Samuel Patton
across other characteristics - age, gender, etc.
A large part of the value in running this experiment is to *learn*
whether
Post by Samuel Patton
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
Post by Samuel Patton
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
Post by Samuel Patton
run this test. The promotion and measurement of ads is being managed by
a
Post by Samuel Patton
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
Post by Samuel Patton
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
Unsubscribe: https://lists.wikimedia.org/mailman/listinfo/wikimedia-l,
_______________________________________________
Wikimedia-l mailing list, guidelines at: https://meta.wikimedia.org/wik
i/Mailing_lists/Guidelines and https://meta.wikimedia.org/wik
i/Wikimedia-l
Unsubscribe: https://lists.wikimedia.org/mailman/listinfo/wikimedia-l,
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