Copyright ©2013 Care2, Inc. All Rights Reserved.

“Care2 101”How Care2 helps nonprofits grow

@Care2Team #C2Webinar

Who is Clint?

• VP of Nonprofit Services at Care2 since 2005

• Worked seven years at PBS• Former news reporter with AP and

Newsweek• Graduate of Brown University and

Wharton Business School• Grew up near Philadelphia, PA.

Lives now in Washington DC• Favorite causes: International Press

Freedom and Protecting the Environment

@Care2Team #C2Webinar

• Largest online social action community

• 22 M members

• Monthly unique audience of 16 M

• Additional 150 M+ people reached by syndicating Care2 campaigns to TreeHugger, Grist, Mother Jones, Planet Green, Animal Planet, AlterNet, Talking Points Memo, Café Mom, Ms. Magazine, eNature.com, Prevention, Women’s Health, VolunteerMatch, etc. …230+ partners

Ranked usually among 150 most highly trafficked U.S. web networks, by

Quantcast

Nonprofits use Care2 for:

• Recruiting Donors & Supporters

• Traffic/Branding/Awareness

• Advocacy

• Building Facebook fan base

Citizens use Care2 for:• Starting or signing petitions

• Volunteering

• Donating $

• Spreading news

• Commenting on blogs

• Starting groups (organizing)

• Joining nonprofits

Age DistributionCare2 Member ProfileGender 75% women

Age (Average) 39

Education  67% college+

Annual Household Income

65% > $75,000

Charitable Giving

62% donors

Care2 is an active community whose

members get involved.

Care2 is an active community whose

members get involved.

# of comments on identical post about school reformby George Lucas (2/28/11 to 4/28/11)

# of comments on identical post about school reformby George Lucas (2/28/11 to 4/28/11)

Care2 members care about causes,and seek ways to get involved.

Care2 members care about causes,and seek ways to get involved.

on Huffington Post: 137 on Care2 Causes: 546

Some of Care2’s 1000+ Nonprofit Clients

1. Drive Traffic

2. Win Advocacy Victories

3. Recruit Donors &

Supporters

4. Build Facebook Fan Base

1. Drive Traffic

2. Win Advocacy Victories

3. Recruit Donors &

Supporters

4. Build Facebook Fan Base

Bought Care2 Daily Action campaign

Landing page

on Client’s site

Exactly 4,760 Care2 members visited client’s site in just one day.

A way to drive...

“Bestseller” book

purchases

Votes, to win contest cash

prizes

Site visitors, to participate and engage

1. Drive Traffic

2. Win Advocacy Victories

3. Recruit Donors &

Supporters

4. Build Facebook Fan Base

Goal: Stop the unnecessary slaughter of two wild

Canadian harp seal pups who were being kept at an

aquarium

Goal: Stop the unnecessary slaughter of two wild

Canadian harp seal pups who were being kept at an

aquarium

Nearly 140,000 people signed the Care2 petition in just 12 days!

Result: Petition signatures were delivered, slaughter was stopped and seals were released back into the wild.

Result: Petition signatures were delivered, slaughter was stopped and seals were released back into the wild.

Result: Petition signatures were delivered, slaughter was stopped and seals were released back into the wild.

Stopping UK’s badger culls

Protecting Australia’s

marine life from harmful super

trawlers

Banning harmful

chemical BPA from baby

bottles in the US

1. Drive Traffic

2. Win Advocacy Victories

3. Recruit Donors &

Supporters

4. Build Facebook Fan Base

• Care2 sends email alerts to our members, urging them to click through to take an action

• Actions include petitions, pledges, surveys, polls, quizzes, photo contests

This landing page features the action that the Care2 member is urged to take.

It includes your branding and approved content.

The contact info captured includes full name, email, street address, state and

zipcode.

• After taking action, the user is invited to take the extra step of signing up for your email list.

• The invitation to subscribe includes your logo and a sentence or two describing the content that they will receive.

• Care2 campaign team develops campaign in collaboration with you

• Care2 strategically promotes action campaign to Care2 members and via sites of our media partners

• Of those individuals who take action, many also sign up for Nonprofit’s email list

• Care2 delivers email sign-ups that are 100% new and unique to Nonprofit’s email list

Email List Growth Campaigns to Acquire Donor Leads

Two Case Studies:

• Animal Welfare Nonprofit ($5 MM/yr budget)

• Environmental Nonprofit ($31 MM/yr budget)

How leading organizations have used Care2 email list growth campaigns as a donor acquisition tool

• Organization paid $42,800 to Care2 to recruit 19,935 new donor leads, over a 2-month period.

• Within 12 months, the organization raised $54,461 from the Care2 recruits, for 27% ROI. After 24 months, total funds from these recruits rose to $94,835, or 122% ROI.

• The ROI has continued to rise, to well over 200% at present.

• In all, 10 percent (1,897) of the original 20K leads converted to donors within the first two years. The price per actual donor acquired was $22.56. Average gift from these same donors was$59.79, so “profit per donor” = $37.23

Recap of Results:• 20K new leads, of which

1,897 (10%) converted to donors

• Recovered acquisition cost in 9 months

• Spent $43K and got $113K back (162% ROI) after 30 months

• “Profit” = $69,336 or $37/donor

• Viral (tell-a-friend) growth is not included here, so actual ROI was even higher

• Profit = $441,826• Profit per donor acquired =

$43• Return on Investment = 67%

New data proves what we have long suspected:

Online advocacy and fundraising activities

complement – and reinforce – each

other.

SOURCE: Charitable Memberships, Volunteering and Discounts: Evidence from a Large-Scale Online Field Experiment. May 2009, National Bureau of Economic Research, A. Lange, A. Stocking. Sample size = > 700,000 subjects.

They are seven (7) times more likely to donate, compared to supporters who did not previously take an online action for the organization.

What is special about supporters who take online actions for a nonprofit – such as via pledge or petition campaigns?

1. Drive Traffic

2. Win Advocacy Victories

3. Recruit Donors &

Supporters

4. Build Facebook Fan Base

• Low Cost-per-Like pricing

• High Quality

• Fast

What is it?

• Care2’s network of 220+ partner websites that attract “do-gooders” similar to Care2 members

• Significantly extends the reach, visibility and impact of the campaigns you buy from Care2

Just a few Care2 partnersThe reach of Care2’s

partner network is more than 150 million people

Not counting Care2’s more than 22 million members!

Extra cost to you = $0

• Care2 drove its members into this campaign by Electrolux during Ovarian Cancer Month (September)

• Customized email message to 500K Care2 Action Alert subscribers

• Custom “Daily Action” campaign driving 3,000 Care2 members to KellyConfidential.com “Text-a-Thon” fundraiser

• E-newsletter ads reaching 1.2 million Healthy Living subscribers

Kelly Ripa, Electrolux andThe Ovarian Cancer Research Fund

• 172 million “do-gooders” await you

• High quality web traffic, grassroots advocacy supporters and/or “warm leads” to grow your base of individual donors – are all available from Care2

• Our pricing is results-based -- to serve nonprofits

• Learn more at www.care2team.com

Clinton O’BrienVP, Nonprofit Services

202-785-7308clint@care2team.com