Fundraising 2.0: A New Model for Fundraising on Facebook

Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook September 30, 2008 Fundraising 2.0 A New Model for Fundraising on Facebook Using an Old Skool™ Tool: Cause-Related Marketing 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 Slide #1 of 16

Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook September 30, 2008 About Facebook.com • 4th most-visited site on the Web [COMSCORE] • Over 100 million registered users, over 250k+ daily growth [FACEBOOK] • Fastest-growing demographic: users 25+ years of age [FACEBOOK] • Over 24,000 third-party applications built on open API platform [FACEBOOK] • 35MM+ unique visitors/month, only 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 Slide #2 of 16

Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook September 30, 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 Slide #3 of 16

Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook September 30, 2008 Note strong value proposition and mention of the Conservancy’s Adopt an Acre program Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy Slide #4 of 16

Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook September 30, 2008 Users of (Lil) Green Patch can make a difference for nature by taking a simple action… and without spending any money Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy Slide #5 of 16

Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook September 30, 2008 Users given cues to keep participating in the game, which both create community and drive advertising impressions Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy Slide #6 of 16

Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook September 30, 2008 Soon after its introduction, (Lil) Green Patch became one of the most popular apps on Facebook and still is today Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy Slide #7 of 16

Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook September 30, 2008 Not just a game, but a business: around one million people use (Lil) Green Patch every single day Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy Slide #8 of 16

Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook September 30, 2008 Key demographic points: users tend to be female, well- connected, use media-centric apps, and are out of college Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy Slide #9 of 16

Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook September 30, 2008 Estimates state that (Lil) Green Patch’s users could be driving up to $165,000 in advertising revenue each month Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy Slide #10 of 16

Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook September 30, 2008 Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy Slide #11 of 16

Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook September 30, 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 (average of $125/charity) • Online donations conducted securely through Network For Good • 26.2MM total installs, 262K daily active users (1%) Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy Slide #12 of 16

Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook September 30, 2008 (Lil) Green Patch has donated over $67,000 to the Conservancy, making us the 3rd highest performing nonprofit on Facebook Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy Slide #13 of 16

Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook September 30, 2008 (Lil) Green Patch has also attracted thousands of new users to join the Conservancy’s cause, increasing our reach and impact Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy Slide #14 of 16

Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook September 30, 2008 The Results • (Lil) Green Patch’s support for the Conservancy’s Adopt an Acre program will help us to preserve over 59MM square feet of rainforest in Costa Rica • Since February 2008, (Lil) Green Patch has donated over $67,000 to the Conservancy on Facebook (593x above average donations) • (Lil) Green Patch’s promotion of the Conservancy’s Cause has helped us in recruiting nearly 26,000 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 Slide #15 of 16

Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook September 30, 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 All plant characters and illustrations © (Lil) Green Patch Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy Slide #16 of 16

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Fundraising 2.0: A New Model for Fundraising on Facebook

by Jonathon Colman @jcolman

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Fundraising 2.0: A New Model for Fundraising on Facebook Presentation Transcript