As PM for Facebook's fundraising product, my primary goals would align with Facebook's mission to build community and bring the world closer together, while also driving measurable impact for non-profits and donors.
1. Increase Fundraising Volume & Success:
- Goal: Grow the total amount of money raised through the platform and the number of successful campaigns.
- Metrics: Total dollars raised, number of active fundraisers, average donation amount, campaign completion rates.
- Initiatives: Improve campaign creation tools, enhance discoverability of fundraisers, streamline the donation process, and provide better analytics for organizers.
2. Enhance Donor Engagement & Trust:
- Goal: Foster a sense of trust and encourage repeat donations by providing a seamless and rewarding experience for donors.
- Metrics: Donor retention rate, number of unique donors, donor satisfaction scores (surveys), time to donate.
- Initiatives: Personalize donation appeals, offer impact updates from non-profits, ensure transparent fee structures, and implement robust security measures.
3. Support Non-Profit Growth & Efficiency:
- Goal: Empower non-profit organizations to leverage the platform effectively for their fundraising needs, reducing their operational burden.
- Metrics: Number of active non-profit partners, non-profit satisfaction scores, reduction in administrative costs for non-profits (estimated), adoption of advanced platform features.
- Initiatives: Develop advanced reporting and CRM integration tools, offer best practice guides and training, facilitate direct communication between non-profits and donors, and explore features for recurring donations.
4. Drive Platform Integration & Virality:
- Goal: Deepen the integration of fundraising within the core Facebook experience to increase organic reach and participation.
- Metrics: Share rates of fundraisers, click-through rates from news feed to fundraisers, user-generated content related to fundraising.
- Initiatives: Integrate fundraising prompts into relevant life events (birthdays, anniversaries), leverage social graph for targeted appeals, and create engaging sharing mechanisms.
Meta