Care2 101 Webinar Presentation
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Advertising for NonprofitsJustin Perkins, Director of Nonprofit Services
Copyright ©2008 Care2, Inc. All Rights Reserved. 04/11/23
“Care2 101”Care2’s Services for Nonprofits
Clint O’Brien, VP, Nonprofit Services
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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
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• 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
For Audio Call: 1-408-792-6300 Event Number: 667 730 750
This Webinar Is Being Recorded
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• 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
Who is Clint?
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• 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
What is Care2 ?
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• 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
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Personal Profile Pages
Social MediaSocially Resp Jobs
Petitions / Pledges
Health Tips Click to Donate
People Tags & DirectoryDiscussion Groups
Post News ItemsSend E-cards
Discover Take Action
Share
7Photo Sharing
Alerts & Newsletters
Care2 Helps Millions of People To…Care2 Helps Millions of People To…
Take Daily Actions
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To Support Causes They Care AboutTo Support Causes They Care About
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Who are Care2 Members? Who are Care2 Members?
Care2 Member ProfileEducation 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
Age DistributionAge Distribution
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Care2 is an active community whose members get involvedCare2 is an active community whose members get involved
62%
45%
26%
82%
35%
24%
34%
18%
62%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Contributed financially to a non-profit organization
Written to or personally spoken with an elected official
Written an opinion letter to an editor of a newspaper ormagazine
Created or signed a petition
Participated in online discussions about issues ofinterest to me
Attended or addressed a public meeting
Volunteered at a charity event
Volunteered at a school
Voted in a federal, state or local election
Care2 Members Are Engaged Care2 Members Are Engaged
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11
Some of Care2’s 500+ Clients
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Main Campaign TypesMain Campaign Types
Drive Traffic Drive Traffic 1. 1.
Win Advocacy Victories Win Advocacy Victories 2. 2.
Grow Email List Grow Email List 3. 3.
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Main Campaign TypesMain Campaign Types
Drive Traffic Drive Traffic 1. 1.
Win Advocacy Victories Win Advocacy Victories 2. 2.
Grow Email List Grow Email List 3. 3.
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1. Traffic Campaign1. Traffic Campaign
• Bought Care2 Daily Action campaign
• Drove 3,264 people to client’s site in just one day
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• Landing page on Client’s site
Traffic CampaignTraffic Campaign
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• “Bestseller” book purchases
Other Traffic Campaigns Other Traffic Campaigns
• Votes, to win contest cash prizes
• Site visitors, to participate and engage
• A way to drive…
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Main Campaign TypesMain Campaign Types
Drive Traffic Drive Traffic 1. 1.
Win Advocacy Victories Win Advocacy Victories 2. 2.
Grow Email List Grow Email List 3. 3.
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Advocacy CampaignAdvocacy Campaign• Goal: Stop Japan from killing 20,000 dolphins every year
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Advocacy CampaignAdvocacy Campaign
• More than 130,000 people have signed
• Movie-goers can sign right in the theater, using mobile phones
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• Matt Shepard Act to prevent hate crimes
Other Recent Advocacy Campaigns Other Recent Advocacy Campaigns
• Protecting Oregon’s forests
• Starbucks helps Ethiopian coffee farmers
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Main Campaign TypesMain Campaign Types
Drive Traffic Drive Traffic 1. 1.
Win Advocacy Victories Win Advocacy Victories 2. 2.
Grow Email List Grow Email List 3. 3.
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Email List Growth CampaignEmail 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.
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Email List Growth CampaignEmail 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
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Email List Growth CampaignEmail 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.
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Email List Growth Campaigns to Acquire Donor Leads
Two Case Studies
• Animal Welfare Nonprofit ($5 MM/yr budget)
• Environmental Nonprofit ($31 MM/yr budget)
How leading organizations have used Care2 email list growth campaigns as a donor acquisition tool
Results for Nonprofits Results for Nonprofits
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• 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 OrganizationList Growth Case Study 1:Donor Lead Acquisition for Animal Welfare Organization
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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 OrganizationList Growth Case Study 1:Donor Lead Acquisition for Animal Welfare Organization
“Profit” After Two Years = $52K
“Profit” After 2 1/2 Years = $71K(162% ROI)
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List Growth Case Study 2:Donor Lead Acquisition for Environmental OrganizationList Growth Case Study 2:Donor Lead Acquisition for Environmental Organization
• Profit = $441,826• Profit per donor acquired = $43• Return on Investment = 67%
Care2 Campaign Results for
Nonprofit Org Over 22 Months
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A Key PrincipleA Key Principle
• New data proves what we have long suspected: online advocacy and fundraising activities complement and reinforce each other
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• 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 FundraisingOnline Action Campaigns Fuel Fundraising
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Care2 is also a Platform for Cause MarketingCare2 is also a Platform for Cause Marketing
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Kelly Ripa, Electrolux and The Ovarian Cancer Society
Care2 Is a Platform for Cause MarketingCare2 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
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• 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
Summing Up