Fundraising on Facebook: A Case-Study on Cause-Related Marketing

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Slide 1: 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Web 2.0 & Social Networks: “Are We There Yet?” Case Study » (Lil) Green Patch All plant characters and illustrations © (Lil) Green Patch 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 \| jcolman@tnc.org Slide #1 of 18 Slide 2: 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 1. The Market Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy \| jcolman@tnc.org Slide #2 of 18 Slide 3: 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 About Facebook.com » 6th most-visited site on the Web [COMSCORE] » Over 80 million registered users, over 250k+ daily growth [FACEBOOK] • Over 50% of users are out of college [FACEBOOK] • Fastest-growing demographic: users 25+ years of age [FACEBOOK] • Over 24,000 third-party applications built on open platform [FACEBOOK] » 35MM+ unique visitors/month, 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 \| jcolman@tnc.org Slide #3 of 18 Slide 4: 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 I support nature and people! 2. The Application Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy \| jcolman@tnc.org All plant characters and illustrations © (Lil) Green Patch Slide #4 of 18 Slide 5: 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 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 \| jcolman@tnc.org Slide #5 of 18 Slide 6: 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy \| jcolman@tnc.org Slide #6 of 18 Slide 7: 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy \| jcolman@tnc.org Slide #7 of 18 Slide 8: 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy \| jcolman@tnc.org Slide #8 of 18 Slide 9: 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy \| jcolman@tnc.org Slide #9 of 18 Slide 10: 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy \| jcolman@tnc.org Slide #10 of 18 Slide 11: 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 3. The Cause Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy \| jcolman@tnc.org Slide #11 of 18 Slide 12: 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 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 » Online donations conducted securely through Network For Good » 8.34MM total installs, 83K daily active users (1%) Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy \| jcolman@tnc.org Slide #12 of 18 Slide 13: 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy \| jcolman@tnc.org Slide #13 of 18 Slide 14: 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy \| jcolman@tnc.org Slide #14 of 18 Slide 15: 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 The Results » (Lil) Green Patch’s support for the Conservancy’s Adopt an Acre program allows us to preserve over 29MM square feet of rainforest in Costa Rica » Since February 2008, (Lil) Green Patch has donated over $33,000 to the Conservancy’s Cause on Facebook » (Lil) Green Patch’s promotion of the Conservancy’s Cause has helped us in recruiting over 20,000 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 \| jcolman@tnc.org Slide #15 of 18 Slide 16: 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 4. What Can You Do? Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy \| jcolman@tnc.org Slide #16 of 18 Slide 17: 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 2008 Facebook Social Cause Marketing 101 » Search for your brand, trademarks, CEO and/or celebrities » Join or add groups, Causes, applications, or other venues where you might already be mentioned » No Cause? No problem — start one now! Also build a Fan Page. » Reach out to people mentioning your organization and issues; recruit them for your Cause and Page » Solicit support and CRM agreements from popular applications » Remember: encourage community growth first, fundraising second Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy \| jcolman@tnc.org Slide #17 of 18 Slide 18: 2008 Bridge Conference > Web 2.0 & Social Networks: “Are We There Yet?” 24 July 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 Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy \| jcolman@tnc.org All plant characters and illustrations © (Lil) Green Patch Slide #18 of 18