Advertising for Nonprofits Justin Perkins, Director of Nonprofit Services Copyright ©2008 Care2, Inc. All Rights Reserved....
Using WebEx Chat & raise hand If you are having internet audio problems, you can dial in using a landline  1-408-792-6...
The webinar will be available on the Frogloop blog at  http://www.Frogloop.com   You will receive a link to this presentat...
Who is Clint? VP of Nonprofit Services at Care2 since 2005 Grew up near Philadelphia, PA Former news reporter with AP and ...
What is Care2 ? The largest online concentration of civically active people seeking to lead healthier lives and “make a di...
Care2  members take action every day to support causes they care about Nonprofits  use Care2 for: Traffic/ Branding/ Adver...
Personal Profile Pages Social Media Socially Resp Jobs Sign Petitions / Pledges Health Tips Click to Donate People Tags &a...
To Support Causes They Care About
Who are Care2 Members? Age Distribution Care2 Member Profile Education   67% college+ Annual HH Income 65% >$75,000  Ge...
Care2 is an active community whose members get involved Care2 Members Are Engaged
Some of Care2’s 600+ Clients
Main Campaign Types Drive Traffic 1. Win Advocacy Victories 2. Grow Email List  3.
Main Campaign Types Drive Traffic 1. Win Advocacy Victories 2. Grow Email List  3.
1. 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 Campaign
“ Bestseller” book purchases Other Traffic Campaigns Votes, to win contest cash prizes Site visitors, to participate and e...
Main Campaign Types Drive Traffic 1. Win Advocacy Victories 2. Grow Email List  3.
Advocacy Campaign Goal: Stop Japan from killing 20,000 dolphins every year
Advocacy 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 Protecting Oregon’s forests Starbucks helps Ethiop...
Main Campaign Types Drive Traffic 1. Win Advocacy Victories 2. Grow Email List  3.
Email List Growth Campaign Care2 sends email alerts to our members, urging them to click through to take an action This ac...
Email List Growth Campaign •  This landing page on Care2.com features the action that the member is being urged to take. I...
Email List Growth Campaign After taking action on the prior page, the user is invited to take the extra step of signing up...
How leading organizations have used Care2 email list growth campaigns as a  donor acquisition  tool Email List Growth Camp...
Organization paid $42,800 to Care2 in March 2007 to recruit 19,935 new donor leads, via a permission marketing campaign th...
“ Profit” After Two Years = $52K Recap of Results : 20K new leads, of which 1,897 (10%) converted to donors Recovered acqu...
Care2 Campaign Results for Nonprofit Org Over 22 Months List Growth Case Study 2: Donor Lead Acquisition for Environmental...
A Key Principle New data proves what we have long suspected: online advocacy and fundraising activities complement and rei...
SOURCE :  Charitable Memberships, Volunteering and Discounts :  Evidence from a Large-Scale Online Field Experiment . May ...
Nonprofits that use Convio as their database can now get going faster on converting new Care2 leads into donors to your or...
“ Influencer Scores” tell you which supporters to focus on the most – to expand your presence in social media and create b...
Significantly extends the reach, visibility and impact of the campaigns you buy from Care2 New Care2 Service for Nonprofit...
Care2 Partner Network
Care2 Partner Network
Care2 Partner Network Some Care2 Partners Grist.org Daily Beast/Newsweek Huffington Post TakePart.org MotherJones.com eNat...
Care2 is also a Platform for Cause Marketing
Kelly Ripa, Electrolux and The Ovarian Cancer Society Care2 Is a Platform for Cause Marketing Care2 drove its members into...
Summing Up 85 million “do gooders” await you High quality web traffic, grassroots advocacy supporters and/or “warm leads” ...
Thanks Clinton O’Brien VP, Nonprofit Services 202-785-7308 [email_address]
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Care2 101 jan2011

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Care2 101 jan2011

  1. 1. Advertising for Nonprofits Justin Perkins, Director of Nonprofit Services Copyright ©2008 Care2, Inc. All Rights Reserved. 01/13/11 “ Care2 101” Care2’s Services for Nonprofits Clint O’Brien, VP, Nonprofit Services
  2. 2. 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
  3. 3. 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 For Audio Call: 1-408-792-6300 Event Number: 660 977 731
  4. 4. Who is Clint? 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 For Audio Call: 1-408-792-6300 Event Number: 660 977 731
  5. 5. What is Care2 ? 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
  6. 6. 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
  7. 7. Personal Profile Pages Social Media Socially Resp Jobs Sign Petitions / Pledges Health Tips Click to Donate People Tags & Directory 10,000 Discussion Groups Post News Items Send E-cards Discover Take Action Share Photo Sharing Alerts & Newsletters Care2 Helps Millions of People To… Take Daily Actions Give “Butterfly Gifts”
  8. 8. To Support Causes They Care About
  9. 9. Who are Care2 Members? Age Distribution Care2 Member Profile Education   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
  10. 10. Care2 is an active community whose members get involved Care2 Members Are Engaged
  11. 11. Some of Care2’s 600+ Clients
  12. 12. Main Campaign Types Drive Traffic 1. Win Advocacy Victories 2. Grow Email List 3.
  13. 13. Main Campaign Types Drive Traffic 1. Win Advocacy Victories 2. Grow Email List 3.
  14. 14. 1. Traffic Campaign Bought Care2 Daily Action campaign Drove 3,264 people to client’s site in just one day
  15. 15. Landing page on Client’s site Traffic Campaign
  16. 16. “ Bestseller” book purchases Other Traffic Campaigns Votes, to win contest cash prizes Site visitors, to participate and engage A way to drive… National Council of Churches
  17. 17. Main Campaign Types Drive Traffic 1. Win Advocacy Victories 2. Grow Email List 3.
  18. 18. Advocacy Campaign Goal: Stop Japan from killing 20,000 dolphins every year
  19. 19. Advocacy Campaign More than 310,000 people have signed Movie-goers can sign right in the theater, using mobile phones
  20. 20. Matt Shepard Act to prevent hate crimes Other Recent Advocacy Campaigns Protecting Oregon’s forests Starbucks helps Ethiopian coffee farmers
  21. 21. Main Campaign Types Drive Traffic 1. Win Advocacy Victories 2. Grow Email List 3.
  22. 22. Email 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.
  23. 23. Email List Growth Campaign • 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
  24. 24. Email List Growth Campaign 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.
  25. 25. How leading organizations have used Care2 email list growth campaigns as a donor acquisition tool Email List Growth Campaigns to Acquire Donor Leads Two Case Studies Animal Welfare Nonprofit ($5 MM/yr budget) Environmental Nonprofit ($31 MM/yr budget) Results for Nonprofits
  26. 26. 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 Organization
  27. 27. “ Profit” After Two Years = $52K 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 Organization “ Profit” After 2 1/2 Years = $71K ( 162% ROI )
  28. 28. Care2 Campaign Results for Nonprofit Org Over 22 Months List Growth Case Study 2: Donor Lead Acquisition for Environmental Organization Profit = $441,826 Profit per donor acquired = $43 Return on Investment = 67%
  29. 29. A Key Principle New data proves what we have long suspected: online advocacy and fundraising activities complement and reinforce each other
  30. 30. 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 Fundraising
  31. 31. 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” Want to avoid investing staff time to manually upload new subscriber records to your database?
  32. 32. “ 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”
  33. 33. Significantly extends the reach, visibility and impact of the campaigns you buy from Care2 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
  34. 34. Care2 Partner Network
  35. 35. Care2 Partner Network
  36. 36. Care2 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
  37. 37. Care2 is also a Platform for Cause Marketing
  38. 38. Kelly Ripa, Electrolux and The Ovarian Cancer Society Care2 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
  39. 39. Summing Up 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
  40. 40. Thanks Clinton O’Brien VP, Nonprofit Services 202-785-7308 [email_address]

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