Fundraising 2.0: A New Model for Fundraising on Facebook

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Jonathon D. Colman presents on a new model for fundraising on Facebook using cause-related marketing. (Lil) Green Patch, a popular Facebook application focused on the environment, donates a portion of its advertising revenue to partner nonprofits like The Nature Conservancy. It has donated over $67,000 to the Conservancy, helping to preserve over 59 million square feet of rainforest in Costa Rica and recruit 26,000 new members. This model demonstrates how social games and cause-related marketing on Facebook can successfully fundraise for environmental nonprofits.

Technology Business

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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This presentation on search engine marketing (SEM) testing scenarios looks at how you can structure a test across the search marketing funnel. In particular, it focuses on the interactions between paid search (PPC) and natural search (SEO) as well as multi-touch/cross-program attribution. Key takeaway: integrate your search engine marketing (SEM) programs in order to realize more efficiency in spending and greater insights into customer behavior and total marketing impact. Presented as part of Vanessa Fox's "Demystifying Online Attribution" panel at SMX Advanced 2010 in Seattle on June 8, 2010. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

Total Search Marketing Optimization: Testing Paid vs. Organic Search

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Originally presented at the United Jewish Communities Continuing Education Program in Philadelphia, PA on July 26, 2006. Covers basic theory of findability, an introduction to search engine optimization and search engine marketing, a walkthrough of keyword research, a primer on link solicitation, and even a bit about landing page design, testing, and online reputation management. You can learn more about Jonathon Colman at http://www.jonathoncolman.org/

Web Marketing for Fundraisers: Get Found, Get Traffic, Get Ahead

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Webinar Recording: https://www.panagenda.com/webinars/why-teams-call-analytics-is-critical-to-your-entire-business Nothing is as frustrating and noticeable as being in an important call and being unable to see or hear the other person. Not surprising then, that issues with Teams calls are among the most common problems users call their helpdesk for. Having in depth insight into everything relevant going on at the user’s device, local network, ISP and Microsoft itself during the call is crucial for good Microsoft Teams Call quality support. To ensure a quick and adequate solution and to ensure your users get the most out of their Microsoft 365. But did you know that ‘bad calls’ are also an excellent indicator of other problems arising? Precisely because it is so noticeable!? Like the canary in the mine, bad calls can be early indicators of problems. Problems that might otherwise not have been noticed for a while but can have a big impact on productivity and satisfaction. Join this session by Christoph Adler to learn how true Microsoft Teams call quality analytics helped other organizations troubleshoot bad calls and identify and fix problems that impacted Teams calls or the use of Microsoft365 in general. See what it can do to keep your users happy and productive! In this session we will cover - Why CQD data alone is not enough to troubleshoot call problems - The importance of attributing call problems to the right call participant - What call quality analytics can do to help you quickly find, fix-, and prevent problems - Why having retrospective detailed insights matters - Real life examples of how others have used Microsoft Teams call quality monitoring to problem shoot problems with their ISP, network, device health and more.

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Dubai, often portrayed as a shimmering oasis in the desert, faces its own set of challenges, including the occasional threat of flooding. Despite its reputation for opulence and modernity, the emirate is not immune to the forces of nature. In recent years, Dubai has experienced sporadic but significant floods, testing the resilience of its infrastructure and communities. Among the critical lifelines in this bustling metropolis is the Dubai International Airport, a bustling hub that connects the city to the world. This article explores the intersection of Dubai flood events and the resilience demonstrated by the Dubai International Airport in the face of such challenges.

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Three things you will take away from the session: • How to run an effective tenant-to-tenant migration • Best practices for before, during, and after migration • Tips for using migration as a springboard to prepare for Copilot in Microsoft 365 Main ideas: Migration Overview: The presentation covers the current reality of cross-tenant migrations, the triggers, phases, best practices, and benefits of a successful tenant migration Considerations: When considering a migration, it is important to consider the migration scope, performance, customization, flexibility, user-friendly interface, automation, monitoring, support, training, scalability, data integrity, data security, cost, and licensing structure Next Wave: The next wave of change includes the launch of Copilot, which requires businesses to be prepared for upcoming changes related to Copilot and the cloud, and to consolidate data and tighten governance ShareGate: ShareGate can help with pre-migration analysis, configurable migration tool, and automated, end-user driven collaborative governance

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1. 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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

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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