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Raising funds with Facebook
Raising funds with Facebook
Raising funds with Facebook
Raising funds with Facebook
Raising funds with Facebook
Raising funds with Facebook
Raising funds with Facebook
Raising funds with Facebook
Raising funds with Facebook
Raising funds with Facebook
Raising funds with Facebook
Raising funds with Facebook
Raising funds with Facebook
Raising funds with Facebook
Raising funds with Facebook
Raising funds with Facebook
Raising funds with Facebook
Raising funds with Facebook
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Raising funds with Facebook

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  1. 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Web 2.0 & Social Networks: “Are We There Yet?” Case Study » (Lil) Green Patch All plant characters and illustrations © (Lil) Green Patch Jonathon D. Colman Associate Director, Digital Marketing The Nature Conservancy jcolman@tnc.org 206/343.4345 x368 Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #1 of 18
  2. 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 1. The Market Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #2 of 18
  3. 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 About Facebook.com » 6th most-visited site on the Web [COMSCORE] » Over 80 million registered users, over 250k+ daily growth [FACEBOOK] • Over 50% of users are out of college [FACEBOOK] • Fastest-growing demographic: users 25+ years of age [FACEBOOK] • Over 24,000 third-party applications built on open platform [FACEBOOK] » 35MM+ unique visitors/month, 37% from U.S. [COMPETE, ALEXA] » 65% of visitors are “addicts” returning daily [QUANTCAST] » Visitors are more female, more affluent than Internet avg. [QUANTCAST] » Referred 14,384 visitors to nature.org for FY2008 Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #3 of 18
  4. 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 I support nature and people! 2. The Application Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org All plant characters and illustrations © (Lil) Green Patch Slide #4 of 18
  5. 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 About (Lil) Green Patch » Created in January 2008 after Facebook opened its platform to external application developers » One of a very few initial applications focusing on either the environment or social change » Value proposal is that users can “fight global warming… together we can make a difference!” » Communications to users and initial landing page are structured for strong, viral growth Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #5 of 18
  6. 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #6 of 18
  7. 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #7 of 18
  8. 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #8 of 18
  9. 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #9 of 18
  10. 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #10 of 18
  11. 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 3. The Cause Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #11 of 18
  12. 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Causes on Facebook » Third-party application developed on Facebook’s open platform by Project Agape, launched in May 2007 » Allows American and Canadian 501(c)(3)s and political campaigns to recruit supporters and fundraise directly on Facebook » Raised $2.5MM for 20,000 charities in first year of operation » Online donations conducted securely through Network For Good » 8.34MM total installs, 83K daily active users (1%) Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #12 of 18
  13. 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #13 of 18
  14. 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #14 of 18
  15. 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 The Results » (Lil) Green Patch’s support for the Conservancy’s Adopt an Acre program allows us to preserve over 29MM square feet of rainforest in Costa Rica » Since February 2008, (Lil) Green Patch has donated over $33,000 to the Conservancy’s Cause on Facebook » (Lil) Green Patch’s promotion of the Conservancy’s Cause has helped us in recruiting over 20,000 new Cause members » The Wall Street Journal profiled The Nature Conservancy and (Lil) Green Patch as a way for new donors to get involved with charities Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #15 of 18
  16. 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 4. What Can You Do? Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #16 of 18
  17. 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Facebook Social Cause Marketing 101 » Search for your brand, trademarks, CEO and/or celebrities » Join or add groups, Causes, applications, or other venues where you might already be mentioned » No Cause? No problem — start one now! Also build a Fan Page. » Reach out to people mentioning your organization and issues; recruit them for your Cause and Page » Solicit support and CRM agreements from popular applications » Remember: encourage community growth first, fundraising second Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org Slide #17 of 18
  18. 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Follow me on Twitter! twitter.com/jcolman/ Jonathon D. Colman Associate Director, Digital Marketing The Nature Conservancy jcolman@tnc.org 206/343.4345 x368 Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | jcolman@tnc.org All plant characters and illustrations © (Lil) Green Patch Slide #18 of 18

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