Jonathon D. Colman presented on using social networks like Facebook to promote environmental causes. He discussed (1) the large market potential of Facebook, (2) the Facebook application (Lil) Green Patch which allows users to support nature together, and (3) how The Nature Conservancy has utilized the Facebook Causes program. Through these social media efforts, (Lil) Green Patch has donated over $33,000 and helped recruit 20,000 new members to support conservation.

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
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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
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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
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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
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