Facebook Instant Articles for nonprofits

Mother Jones
Award Amount: $35,000

Mother Jones designed and tested editorial uses and membership/donor asks on Facebook Instant Articles. Read the final report below to see how other nonprofit news publishers can adapt this strategy for their own sites.

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Mother Jones: Innovations and Lessons Learned

With its $35,000 award from the INNovation Fund, Mother Jones set out to develop best practices for how fellow nonprofit publishers may best utilize Facebook Instant Articles for editorial uses and membership growth and fundraising. Responses provided by Brian Hiatt have been edited and condensed. What was your organization trying to achieve? Facebook referrals accounted for 45 percent of Mother Jones’ total online traffic, and Facebook sharing had helped us reach many readers who previously would not have seen our content. But slow article load times, especially on mobile devices, presented a major problem.