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Nonprofits Mull Leaving Facebook Amid Multiple Concerns
by Richard H. Levey on June 9th, 2020

Leaders of several prominent nonprofits are discussing reducing Facebook’s role
in their media mix, if not leaving it entirely. The conversation reflects a
growing perception that the online platform is censoring nonprofits’ messaging,
thwarting organizing efforts and putting barriers between nonprofits and donors.

Some nonprofit leaders are concerned about the data profiles Facebook builds on
its users as they engage with advertising and other content, fearing these could
offer opportunities for disinformation spreaders to target or misinform swayable
individuals. 

Facebook did not respond to requests for comment by deadline.

“On a platform like Facebook, that data is going to be tracked and monetized and
monitored,” said Amy Sample Ward, CEO of NTEN, a Portland, Ore., nonprofit that
promotes racially ethical technology strategies. “This is creating a lot of data
about who in your community agrees with certain things, or is willing to take
certain actions, and that [creates] a data paper trail that certain folks could
do a lot of harm with.”

Facebook’s efforts to screen “political statement” advertising have frustrated
some nonprofit leaders. The criteria used are not transparent, in an effort to
prevent bad actors from tweaking their messaging to circumvent censorship. But
legitimate organizations are caught in the filter, and leaders suspect aspects
inherent to their identities might be triggering alerts.

“When we are trying to promote or boost our ads on stories or issues that have
us quoted in them, [the ads] will get rejected because they are classified as
political,” said Shireen Mitchell, founder of Washington, D.C.-based Stop Online
Violence Against Women. “The work we do is tracking online harassment threats or
actions that are taken against certain groups of people, particularly women of
color,” she said. Mitchell suspects that, under the filtering algorithms, “being
a woman of color in the [science, technology, engineering and mathematics
fields] is a ‘political statement’.”

Heightening frustration is the perception that ads from politicians sail through
unchallenged. Politicians claiming preferential treatment for their messaging is
nothing new: both mail and telephone preference services, which allow consumers
to register in hopes of reducing unwanted advertising communication, exempt
political speech from restrictions.

Elyse Wallnutt, director of strategy at Washington, D.C.-based marketing and
creative agency Media Cause, noted that Facebook’s requirements that some
advertisers register with the platform and provide proof of U.S. residency, such
as a driver’s license, might create vulnerabilities for nonprofit workers. “It
wasn’t clear what was going to be done to dispose of that information,” once the
verification process was completed,” Wallnutt said.

Between the verification process and ad review, nonprofit digital managers
attempting to place time-sensitive advertisements might lose out on organizing
or fundraising opportunities. “Situations that require rapid response, such as
[President Donald] Trump pulling out of the [Paris Agreement on climate change]
in early 2017 were horrendous,” Wallnutt added.

Facebook’s sheer reach, however, as well as the ability to target those
potentially interested in an organization’s message, make leaving the platform
tricky. A perfect replacement does not currently exist, although there are
conversations being had about finding or creating one.

“Maybe people are going to find your organization or event on Facebook, but you
can point them to your direct website, or to an SMS channel they can subscribe
to,” Sample Ward said. “Folks are not necessarily ‘we will never use Facebook,’
but we need to be very intentional about why and when we use certain platforms.”

Some take a harder line. “If the sheer volume of people I am trying to reach
exists, but they are stopping me from boosting to those people, what is the
point of staying?,” Mitchell asked rhetorically.

Alternative social platforms such as MeWe offer one possibility, but they also
come with drawbacks. “MeWe…has been already taken over by conspiracy theorists,
the anti-vaxxers and the like,” Mitchell said. “Some [messaging] we can push out
on LinkedIn better than anyplace else at this moment. And, of course, we have
Twitter.”

Leaving Facebook won’t put a crimp in Stop Online Violence Against Women’s cash
flow. The organization doesn’t use the platform for fundraising. “We feel
uncomfortable about the fact that in many instances Facebook makes money off
those fundraisers,” Mitchell said. She prefers platforms such as Patreon, which
allows individuals to underwrite nonprofits and for-profit organizations through
subscription models.

Wallnutt believes taking a data-focused approach will give some nonprofit
managers the business case needed for pulling away from Facebook. The platform’s
black box approach to fundraisers conducted on the site — Facebook turns over a
lump-sum check, but provides very little individual donor data — makes building
brand affinity with donors a challenge.

“I have been thinking about actively trying to test out of Facebook for years,”
Wallnutt said. “More and more people seem to be open to the idea that we need to
be exploring it. Larger organizations are investing in so many places online
that it is critical to understand where their [return on investment] is. Smaller
organizations are … more severely impacted by the inability to reach back out to
the donors who are giving via Facebook, because they really need them.”

On June 6, scientists within research institutions funded by Facebook’s Founder
and CEO Mark Zuckerberg’s Chan Zuckerberg Initiative sent him a letter urging
him to “consider stricter policies on misinformation and incendiary language
that harms people or groups of people, especially in our current climate that is
grappling with racial injustice.”

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