In November 2017, the Bill & Melinda Gates Foundation joined forces with Facebook to conduct a unique psychological experiment. The nonprofit offered up to $2 million in matching contributions for people who donated to nonprofits through the social network on Giving Tuesday.
Then Facebook gave the whole thing a promotional nudge: The company shared the opportunity ahead of time through in-platform ads and its News Feed. It also coached charity page administrators on how to create their own fundraisers.
Dispatches From The Front 