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Care2 101 Webinar Presentation
 

Care2 101 Webinar Presentation

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Grow your email list of supporters – including donors, volunteers and others who will help your nonprofit?...

Grow your email list of supporters – including donors, volunteers and others who will help your nonprofit?

· Mobilize an army of e-activists to win advocacy victories for your cause (while building your own army)?

· Drive a ton of “do-gooders” to your website? Or to vote for you in a contest? Right now?

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  • Care2 is… 12 years old, founded by Randy Paynter, based in Redwood City, California -- with an office in Washington, DC Care2 is a for-profit company – a B Corporation -- that is socially responsible and mission-driven. Most of its revenue comes from providing promotional services to nonprofits. The Care2 mission is to connect civically-active people to causes and nonprofits, empowering them to make a difference Audience = “cultural creatives” or “light greens,” people interested in lives of health and sustainability (LOHAS) Care2 signs up from 5,000 to 8,000 new members per day Care2 now works with more than 500 leading nonprofit organizations, and more than 90 consulting firms and digital marketing agencies Care2 does not sell or rent its email list. We recruit new members, donors and supporters for our nonprofit partners strictly through permission based online marketing -- and we use Care2’s own voice when we do this, leveraging the relationship, loyalty and trust that Care2 has with its millions of members.
  • Care2 has become a powerful resource for hundreds of corporate brand marketers and nonprofit organizations that target Care2 to reach new grassroots members, donors, volunteers and advocacy supporters
  • What makes Care2 unique among social networks is our focus on getting our members to TAKE ACTION.
  • Care2’s 10 cause channels allow us to bring together in one place rich kinds of content from many sources but all focused on one theme – a CAUSE. This creates an “ecosystem for activists” – and complements the rich content our members get from our 25 diverse email alerts, each focused on a different CAUSE. The CAUSE CHANNEL content includes: Blog postings form our network of freelance expert bloggers– generating hundreds of comments from Care2 members Petition campaigns about the cause C2NN news items about the cause Job opportunities about the cause Volunteer opportunities about the cause Video clips about the cause Other content …ABOUT THE CAUSE!
  • These are the demographics of Care2’s members. Key points: 75% women Well educated Prosperous Average age = 39 (bell curve distribution is from age 25 to 65) “ These are the DAUGHTERS” of the current members of most nonprofits.
  • These are the psychographics of Care2’s members. Key points: 62% of C2 members said they’d voted in most recent election – at a time when the U.S. norm was only 38% (pre-Obama election) Very high rate of volunteering, writing letters to editors, participating in public events, engaging with elected officials, etc. --CARE2 members are VERY CIVICALLY ENGAGED 62% said they donated to a charity within last 12 months. If we had asked about religious donations, this figure would have been higher High rate (82%) of C2 members who signed or created petitions is to be expected – because Care2 operates PetitionSite.com.
  • Care2 provides services to almost 500 nonprofits whose missions advance a wide array of leading causes, including: Environment and Wildlife Health Children Animal Welfare Women’s Issues Human Rights Civil Rights Gay / Lesbian Rights Education International Development Disaster Relief Peace Consumer Protection Sustainable Food Social Justice Renewable Energy Seniors / Aging Veterans Climate Change Anti-Poverty Faith-Based Higher Education Arts and Culture Federal Deficit Reduction
  • These are the main three ways that nonprofits use Care2. Note that some campaigns we conduct for nonprofits are hybrids that achieve several of these goals at the same time.
  • These are the main three ways that nonprofits use Care2. Note that some campaigns we conduct for nonprofits are hybrids that achieve several of these goals at the same time.
  • Care2 has many vehicles for driving a fire hose of traffic to a particular nonprofit’s website. Our main traffic driving vehicle is our large email list of many millions of civic-minded Care2 members and activists. When they sign up for Care2, they are invited to indicate which causes they care about – from a list of 25 different causes -- and their choices will largely dictate the e-alerts that we will send to their email box, almost every day. So Care2 members segment themselves according to their cause preferences, and this enables us to fulfill campaigns in a rapid and targeted way. In this example with Safe Kids USA, we have used our email lists to drive traffic AS WELL AS this Care2 “Daily Action” – a content feature that is carefully followed by tens of thousands of Care2 members every day – and there is a companion email alert to which fans of the Daily Action can subscribe, too.
  • Note that traffic campaigns can be sold on a Cost-per-thousand impressions basis (CPM) or on a Cost-per-click basis (CPC). Note also that Care2’s model is especially helpful to lesser known nonprofits whose brands are not a Household Name. The Imaging Foundation for example is not at all well known, but Care2’s campaign was a de facto endorsement. Care2 members trust Care2 to steer them to worthy nonprofit organizations.
  • These are the main three ways that nonprofits use Care2. Note that some campaigns we conduct for nonprofits are hybrids that achieve several of these goals at the same time.
  • Participant Media is the nonprofit film production company founded by billionaire activist Jeff Skoll.
  • To get a more in-depth look at Care2’s petitions, visit our petitionsite where you can browse our current petitions as well as our archive of 1.8 million petitions from over the past eight years or so, and which have attracted 45 million signatures!! You will also see one of the hallmarks of Care2 petitions, whether created by individual citizens or as part of a campaign we are conducting for a nonprofit client, namely the comments that petition and pledge signers include. These comments are inspirational to others, increasing participation. But they also create the ability to deliver individualized messages to the U.S. Congress and other petition targets. That’s very important for influencing legislation, especially since we deliver these messages to the relevant members of Congress, who are more likely to pay attention if the message comes from a voter within their congressional district.
  • 25,000 Care2 members signed the HRC petition in favor of the Matthew Shepard Act to ban hate crimes. The bill was ultimately passed in the Senate and signed into law last summer by President Obama as part of the Defense Reauthorization Act. In just two weeks this summer, more than 8,000 Care2 members sent letters to Interior Secretary Ken Salazar, urging him to take action to stop a Bush-era plan to open up old-growth forests in Oregon to clearcutting. The Obama administration listened and agreed! Care2 conducted a campaign for Oxfam America, in which 22,000 Care2 members signed a petition calling on Starbucks to relinquish its trademark on the phrase “Ethiopian Coffee,” so that Ethiopia’s coffee farmers could use that phrase to export their own coffee. After initially refusing, Starbucks eventually forged an agreement with the farmers that makes it easier for them to receive a fair share of the profits for their coffee .
  • These are the main three ways that nonprofits use Care2. Note that some campaigns we conduct for nonprofits are hybrids that achieve several of these goals at the same time.
  • Note that the campaigner, Natasha, signs the message herself and includes her photo. In this way Care2 members get used to seeing messages from individual Care2 campaigners and grow to trust them as reliable sources of information about the causes that the members care about.
  • If the person is already a Care2 member, then these fields will be pre-populated with their contact information. If not, then the person types their information into these fields. They also can read the comments of previous signers, and add their own comments if they wish. At this point they are only taking the action – in this case a petition – but they have not yet signed up for the nonprofit’s email list.
  • Because Care2 list growth campaigns are priced on a cost per lead (CPL) basis – also known as cost per acquisition (CPA) – the client only pays Care2 for those email subscribers whom Care2 actually succeeds in signing up and delivering to the client. In this sense it is “Results based pricing.” Because the client knows upfront exactly what he/she is paying for, how many leads they will receive, and at what price, and by what delivery date. Care2 guarantees the quantity and delivery date. Care2 also guarantees working email addresses, and uniqueness from campaign to campaign. Note also that this approach to recruiting warm leads for the nonprofit client is entirely permission marketing based. Care2 does not sell its members information without getting permission first, through this kind of campaign, from the Care2 member.
  • This organization did not have strong brand recognition among consumers, unlike ASPCA, Humane Society, etc.
  • Red line is cumulative revenue from the 1,802 donors.
  • This level of profit after 22 months made the client very happy.
  • * This recent data for the first time proves something we’ve known all along: Conducting online action campaigns (which is Care2’s specialty) is a powerful way to identify, recruit and cultivate donor leads. * This is because people who take action are among the most predisposed to taking the extra step of donating money to a nonprofit cause that they care about.
  • Care2’s “Web 2.0 contests” provide a great way to help a nonprofit partner (in this case, GreatSchools) and a for-profit partner (in this case, Target), while also engaging with Care2’s civically active members.
  • Care2 has also emerged as a popular platform for cause marketing campaigns in which for-profits and nonprofits team up to engage with Care2’s do-gooder members, for the benefit of a good cause – in this case, fighting ovarian cancer. Other recent cause marketing campaigns conducted by Care2 have included: Frigidaire – to benefit Save the Children Fetzer Wine – to benefit Yellowstone National Park Ebay – to benefit World of Good (fair trade clothes), and MicroPlace (micro-finance venture) Tom’s of Maine – Hero Next Door Contest – winner got $2,500 and was able to donate additional $2,500 to their favorite charity

Care2 101 Webinar Presentation Care2 101 Webinar Presentation Presentation Transcript

  • Advertising for Nonprofits Justin Perkins, Director of Nonprofit Services Copyright ©2008 Care2, Inc. All Rights Reserved. 03/31/10 “ 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: 667 730 750
    • 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: 667 730 750
    • 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
    This Webinar Is Being Recorded For Audio Call: 1-408-792-6300 Event Number: 667 730 750
  • Who is Clint?
      • VP of Nonprofit Services at Care2 since 2005
      • Grew up near Philly
      • Former news reporter with AP and Newsweek
      • Worked seven years at PBS
      • Favorite causes: K-12 Education and Press Freedom
      • Four children (two of each)
      • Dream: To spend a year as a ski bum, in the Alps
  • What is Care2 ?
    • The largest online concentration of civically active people seeking to lead healthier lives and “make a difference”
    • An online community with 12+ MM members, and 5 MM unique monthly website visitors
    • 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 Media Socially Resp Jobs Petitions / Pledges Health Tips Click to Donate People Tags & Directory 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
  • To Support Causes They Care About
  • 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 12.9 million Daily Uniques > 170,000 Monthly Uniques 5 million New Members/Day > 5,000
  • Care2 is an active community whose members get involved Care2 Members Are Engaged
  • Some of Care2’s 500+ 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 engage
    • A way to drive…
  • 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 130,000 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 Ethiopian coffee farmers
  • 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 action is a petition, on food safety. Other actions include pledges, surveys, polls, quizzes, photo contests, etc.
  • 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
  • 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.
  • 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
    • 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 has continued to rise. As of Nov 2009, after 30 months, it was 162%.
    • In all, 10 percent (1,897) of the original 20K leads have converted into donors; price per actual donor acquired was = $22.56. Average gift from these same donors is now $59.79, so “profit per donor” = $37.23.
    List Growth Case Study 1: Donor Lead Acquisition for Animal Welfare Organization
  • “ 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 )
  • 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%
  • A 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 Fundraising
  • 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 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
  • Summing Up
      • 13 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
  • Thanks Clint O’Brien Vice President, Nonprofit Services 202-785-7308 [email_address]