Welcome to Care2

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An overview of Care2 and the services we provide

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Welcome to Care2

  1. 1. Advertising for Nonprofits Justin Perkins, Director of Nonprofit Services Copyright ©2008 Care2, Inc. All Rights Reserved. 04/15/10 “ Care2 101” - Care2’s Services for Nonprofits Eric Glader, Director, Business Development 650-622-0868 [email_address]
  2. 2. What is Care2 ? <ul><li>The largest online concentration of civically active people seeking to lead healthier lives and “make a difference” </li></ul><ul><li>An online community with 13+ MM members, and 5 MM unique monthly website visitors </li></ul>
  3. 3. <ul><li>Care2 members take action every day to support causes they care about </li></ul><ul><li>Nonprofits use Care2 for: </li></ul><ul><li>Traffic/ Branding/ Advertising </li></ul><ul><li>Advocacy </li></ul><ul><li>Acquiring donor leads </li></ul><ul><li>Citizens use Care2 for: </li></ul><ul><li>Volunteering </li></ul><ul><li>Signing petitions </li></ul><ul><li>Spreading news, e-cards </li></ul><ul><li>Commenting on blogs </li></ul><ul><li>Starting groups </li></ul><ul><li>Donating $ </li></ul><ul><li>Joining nonprofits </li></ul>
  4. 4. 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
  5. 5. To Support Causes They Care About
  6. 6. Who are Care2 Members? Age Distribution Care2 Member Profile Education   67% college+ Annual HH Income 65% >$75,000 Gender 75% women Age (Average) 39 Pet parents 80% Charitable Giving 62% donors Avg Site Visit 11 minutes Total Membership 13.1 million Daily Uniques > 170,000 Monthly Uniques 5 million New Members/Day > 5,000
  7. 7. Care2 is an active community whose members get involved Care2 Members Are Engaged
  8. 8. Some of Care2’s 500+ Clients
  9. 9. Main Campaign Types Drive Traffic 1. Win Advocacy Victories 2. Grow Email List 3.
  10. 10. Main Campaign Types Drive Traffic 1. Win Advocacy Victories 2. Grow Email List 3.
  11. 11. 1. Traffic Campaign <ul><li>Bought Care2 Daily Action campaign </li></ul><ul><li>Drove 3,264 people to client’s site in just one day </li></ul>
  12. 12. <ul><li>Landing page on Client’s site </li></ul>Traffic Campaign
  13. 13. <ul><li>“ Bestseller” book purchases </li></ul>Other Traffic Campaigns <ul><li>Votes, to win contest cash prizes </li></ul><ul><li>Site visitors, to participate and engage </li></ul><ul><li>A way to drive… </li></ul>
  14. 14. Main Campaign Types Drive Traffic 1. Win Advocacy Victories 2. Grow Email List 3.
  15. 15. Advocacy Campaign <ul><li>Goal: Stop Japan from killing 20,000 dolphins every year </li></ul>
  16. 16. Advocacy Campaign <ul><li>More than 130,000 people have signed </li></ul><ul><li>Movie-goers can sign right in the theater, using mobile phones </li></ul>
  17. 17. <ul><li>Matt Shepard Act to prevent hate crimes </li></ul>Other Recent Advocacy Campaigns <ul><li>Protecting Oregon’s forests </li></ul><ul><li>Starbucks helps Ethiopian coffee farmers </li></ul>
  18. 18. Main Campaign Types Drive Traffic 1. Win Advocacy Victories 2. Grow Email List 3.
  19. 19. Email List Growth Campaign <ul><li>Care2 sends email alerts to our members, urging them to click through to take an action </li></ul><ul><li>This action is a petition, on food safety. Other actions include pledges, surveys, polls, quizzes, photo contests, etc. </li></ul>
  20. 20. Email List Growth Campaign <ul><li>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. </li></ul><ul><li>The contact info captured includes full name, email, street address, state and zip </li></ul>
  21. 21. Email List Growth Campaign <ul><li>After taking action on the prior page, the user is invited to take the extra step of signing up for your email list. </li></ul><ul><li>The invitation to subscribe includes your logo and a sentence describing the content that they will receive. </li></ul>
  22. 22. How leading organizations have used Care2 email list growth campaigns as a donor acquisition tool <ul><li>Email List Growth Campaigns to Acquire Donor Leads </li></ul><ul><ul><li>Two Case Studies </li></ul></ul><ul><ul><li>Animal Welfare Nonprofit ($5 MM/yr budget) </li></ul></ul><ul><ul><li>Environmental Nonprofit ($31 MM/yr budget) </li></ul></ul>Results for Nonprofits
  23. 23. <ul><li>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 </li></ul><ul><li>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. </li></ul><ul><li>The ROI has continued to rise. As of Nov 2009, after 30 months, it was 162%. </li></ul><ul><li>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. </li></ul>List Growth Case Study 1: Donor Lead Acquisition for Animal Welfare Organization
  24. 24. “ Profit” After Two Years = $52K <ul><li>Recap of Results : </li></ul><ul><li>20K new leads, of which 1,897 (10%) converted to donors </li></ul><ul><li>Recovered acquisi-tion cost in 9 months </li></ul><ul><li>Spent $43K and got $113K back (162% ROI) after 30 months </li></ul><ul><ul><li>“ Profit” = $71,000 or $ 37/donor </li></ul></ul><ul><li>Viral (tell-a-friend) growth is not included here, so actual ROI was even higher </li></ul>List Growth Case Study 1: Donor Lead Acquisition for Animal Welfare Organization “ Profit” After 2 1/2 Years = $71K ( 162% ROI )
  25. 25. Care2 Campaign Results for Nonprofit Org Over 22 Months List Growth Case Study 2: Donor Lead Acquisition for Environmental Organization <ul><li>Profit = $441,826 </li></ul><ul><li>Profit per donor acquired = $43 </li></ul><ul><li>Return on Investment = 67% </li></ul>
  26. 26. A Key Principle <ul><ul><li>New data proves what we have long suspected: online advocacy and fundraising activities complement and reinforce each other </li></ul></ul>
  27. 27. <ul><li>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. </li></ul><ul><ul><li>They are seven (7) times more likely to donate, compared to supporters who did not previously take an online action for the organization </li></ul></ul><ul><li>What is special about supporters who take online actions for a nonprofit – such as via pledge or petition campaigns? </li></ul>Online Action Campaigns Fuel Fundraising
  28. 28. Care2 is also a Platform for Cause Marketing
  29. 29. Kelly Ripa, Electrolux and The Ovarian Cancer Society Care2 Is a Platform for Cause Marketing <ul><li>Care2 drove its members into this campaign by Electrolux during Ovarian Cancer Month (Sept 2009) </li></ul><ul><ul><li>Customized email message to 500K Care2 Action Alert subscribers </li></ul></ul><ul><ul><li>Custom “Daily Action” campaign driving 3,000 Care2 members to KellyConfidential.com “Text-a-Thon” fundraiser </li></ul></ul><ul><ul><li>E-newsletter ads reaching 1.2 million Healthy & Green Living subscribers </li></ul></ul>
  30. 30. Summing Up <ul><ul><li>13 million “do gooders” await you </li></ul></ul><ul><ul><li>High quality web traffic, grassroots advocacy supporters and/or “warm leads” to grow your base of individual donors – are all available from Care2. </li></ul></ul><ul><ul><li>Our pricing is results-based -- to serve nonprofits </li></ul></ul>
  31. 31. Thanks Eric Glader Director, Business Development 650-622-0868 [email_address]

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