*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 <jsalsman(a)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
<ccogdill(a)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 <spatton(a)wikimedia.org>
Date: Thu, Jun 29, 2017 at 10:58 AM
Subject: [Wikimedia-l] Fundraising pilot on Facebook
To: Wikimedia Mailing List <Wikimedia-l(a)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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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/>*