care2 101 jan2011

Advertising for NonprofitsJustin Perkins, Director of Nonprofit Services

Copyright ©2008 Care2, Inc. All Rights Reserved. 04/11/23

“Care2 101”Care2’s Services for Nonprofits

Clint O’Brien, VP, Nonprofit Services

Using WebEx

• Chat & raise hand• If you are having internet audio problems,

you can dial in using a landline 1-408-792-6300 Event Number: 660 977 731 followed by your Attendee ID number.

• If you lose your internet connection, reconnect using the link emailed to you.

• WebEx Support: 1-866-229-3239

For Audio Call: 1-408-792-6300 Event Number: 660 977 731

• The webinar will be available on the Frogloop blog at http://www.Frogloop.com

• You will receive a link to this presentation following the webinar.

• Tweeting the webinar? Use the Twitter hashtag: #Care2

• FYI: Care2 will hold another Care2 101 webinar in February -- specific date TBD


This Webinar Is Being Recorded

• VP of Nonprofit Services at Care2 since 2005

• Grew up near Philadelphia, PA

• Former news reporter with AP and Newsweek

• Worked seven years at PBS

• Favorite causes: K-12 Education, Press Freedom, New Orleans recovery

• Four kids (two boys, two girls)

• Dream: To ski all winter long and kiteboard all summer long

Who is Clint?


• The largest online concentration of civically active people seeking to lead healthier lives and “make a difference”

• An online social action network with 15 MM members, and a monthly audience of 11 MM people

What is Care2 ?

• Care2 members take action every day to support causes they care about

Nonprofits use Care2 for:

• Traffic/ Branding/ Advertising• Advocacy• Acquiring donor leads

Citizens use Care2 for:

• Volunteering• Signing petitions• Spreading news, e-cards• Commenting on blogs• Starting groups• Donating $• Joining nonprofits

Personal Profile Pages

Social MediaSocially Resp Jobs

Sign Petitions / PledgesHealth Tips Click to Donate

People Tags & Directory10,000 Discussion Groups

Post News ItemsSend E-cards

DiscoverTake Action

Share

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Photo Sharing

Alerts & Newsletters

Care2 Helps Millions of People To…Care2 Helps Millions of People To…

Take Daily ActionsGive “Butterfly Gifts”

To Support Causes They Care AboutTo Support Causes They Care About

Who are Care2 Members? Who are Care2 Members?

Care2 Member ProfileEducation 67% college+

Annual HH Income 65% >$75,000

Gender 75% women

Age (Average) 39

Pets 80%

Charitable Giving 62% donors

Avg Site Visit 11 minutes

Total Membership 14 million

Daily Uniques > 170,000

Monthly Uniques 11 million

New Members/Day > 5,000

Age DistributionAge Distribution

Care2 is an active community whose members get involvedCare2 is an active community whose members get involved

62%

45%

26%

82%

35%

24%

34%

18%

62%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Contributed financially to a non-profit organization

Written to or personally spoken with an elected official

Written an opinion letter to an editor of a newspaper ormagazine

Created or signed a petition

Participated in online discussions about issues ofinterest to me

Attended or addressed a public meeting

Volunteered at a charity event

Volunteered at a school

Voted in a federal, state or local election

Care2 Members Are Engaged Care2 Members Are Engaged

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Some of Care2’s 600+ Clients

Main Campaign TypesMain Campaign Types

Drive Traffic Drive Traffic 1. 1.

Win Advocacy Victories Win Advocacy Victories 2. 2.

Grow Email List Grow Email List 3. 3.

1. Traffic Campaign1. Traffic Campaign

• Bought Care2 Daily Action campaign

• Drove 3,264 people to client’s site in just one day

• Landing page on Client’s site

Traffic CampaignTraffic Campaign

• “Bestseller” book purchases

Other Traffic Campaigns Other Traffic Campaigns

• Votes, to win contest cash prizes

• Site visitors, to participate and engage

• A way to drive…

NationalCouncilofChurches

Advocacy CampaignAdvocacy Campaign• Goal: Stop Japan from killing 20,000 dolphins every year

Advocacy CampaignAdvocacy Campaign

• More than 310,000 people have signed

• Movie-goers can sign right in the theater, using mobile phones

• Matt Shepard Act to prevent hate crimes

Other Recent Advocacy Campaigns Other Recent Advocacy Campaigns

• Protecting Oregon’s forests

• Starbucks helps Ethiopian coffee farmers

Email List Growth CampaignEmail List Growth Campaign

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

• This action is a petition, on resource development. Other actions include pledges, surveys, polls, quizzes, photo contests, etc.


• This landing page on Care2.com features the action that the member is being urged to take. It includes the nonprofit’s branding, and approved content.

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


• After taking action on the prior page, 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 describing the content that they will receive.

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

Results for Nonprofits Results for Nonprofits

• Organization paid $42,800 to Care2 in March 2007 to recruit 19,935 new donor leads, via a permission marketing campaign that lasted two months

• 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 continued to rise. As of Nov 2009, after 30 months, it was already 162%.

• In all, 10 percent (1,897) of the original 20K leads had converted into donors by Nov 2009. The price per actual donor acquired was $22.56. Average gift from these same donors was now $59.79, so “profit per donor” = $37.23.

List Growth Case Study 1:Donor Lead Acquisition for Animal Welfare OrganizationList Growth Case Study 1:Donor Lead Acquisition for Animal Welfare Organization

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

1,897 (10%) converted to donors

• Recovered acquisi-tion cost in 9 months

• Spent $43K and got $113K back (162% ROI) after 30 months• “Profit” = $71,000

or $37/donor

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

List Growth Case Study 1:Donor Lead Acquisition for Animal Welfare OrganizationList Growth Case Study 1:Donor Lead Acquisition for Animal Welfare Organization

“Profit” After Two Years = $52K

“Profit” After 2 1/2 Years = $71K(162% ROI)

List Growth Case Study 2:Donor Lead Acquisition for Environmental OrganizationList Growth Case Study 2:Donor Lead Acquisition for Environmental Organization

• Profit = $441,826• Profit per donor acquired = $43• Return on Investment = 67%

Care2 Campaign Results for

Nonprofit Org Over 22 Months

A Key PrincipleA Key Principle

• 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?

Online Action Campaigns Fuel FundraisingOnline Action Campaigns Fuel Fundraising

• Nonprofits that use Convio as their database can now get going faster on converting new Care2 leads into donors to your organization

• Extra cost to you = $0.

• Want to start communicating with your newly-recruited email subscribers immediately, while it’s still fresh in their minds that they signed up to hear from you?

New Care2 Service for Nonprofits: “Convio Connector”New Care2 Service for Nonprofits: “Convio Connector”

• Want to avoid investing staff time to manually upload new subscriber records to your database?

• “Influencer Scores” tell you which supporters to focus on the most – to expand your presence in social media and create brand ambassadors

• Extra cost to you = Very, very low!

• Want to know which of your supporters are “super connectors” on Facebook, Twitter, LinkedIn and MySpace?

New Care2 Service for Nonprofits: “Social Network Insight” New Care2 Service for Nonprofits: “Social Network Insight”

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

New Care2 Service for Nonprofits: “Care2 Partner Network”New Care2 Service for Nonprofits: “Care2 Partner Network”

What is it?

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

Care2 Partner Network

Care2 Partner Network

Care2 Partner NetworkCare2 Partner Network Some Care2 Partners

• Grist.org• Daily Beast/Newsweek• Huffington Post• TakePart.org• MotherJones.com• eNature.com• Third Age• Afro-Netizen• Café Mom• Link TV• Democrats.com• Free Speech TV• Ms. Magazine

• The reach of Care2’s partner network is more than 70 million people• Not counting Care2’s

own 15 million members

• Extra cost to you = $0

Care2 is also a Platform for Cause MarketingCare2 is also a Platform for Cause Marketing

Kelly Ripa, Electrolux and The Ovarian Cancer Society

Care2 Is a Platform for Cause MarketingCare2 Is a Platform for Cause Marketing

• Care2 drove its members into this campaign by Electrolux during Ovarian Cancer Month (Sept 2009)

• 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 & Green Living subscribers

• 85 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

Summing Up

Clinton O’BrienVP, Nonprofit Services

[email protected]

Thanks

care2 101 jan2011

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