care2’s optimized nonprofit advertising

Care2’s Optimized Nonprofit Advertising

Justin Perkins Director of Nonprofit Services

Cell: 303-475-4827 justin@earth.care2.com

Care2 gives individuals the power to make a positive impact.

Vision: To empower individuals to live a more Conscious Lifestyle.

Mission: Care2 is the worldʼs largest social network empowering conscious consumers to discover, share and take action. Care2 members make a difference!

What is Care2.com? With 9 million members, it’s the largest online community of civically active people seeking to lead healthier lives and “make a difference”.

It’s an ideal audience for nonprofit advertising.

Conscious Consumers Want Change

Growing Dissatisfaction

with Status Quo

Global Warming

Boom in Organic Foods

Internet / Globalization

Iraq, Iran, N. Korea, Terrorism

Ecosystem Loss

Food Supplies Threatened

Rising Energy Costs

Work / Family / Personal Balance

Corporate Scandals

International crises

Failing Schools

Conscious Consumers

Types of Nonprofit Campaigns •  Activism and Actions

–  Direct Activism – public comments, corporate targeting (PetitionSite) –  Lobbying Support (State targeting)

•  List Growth –  List Growth / Lead Generation (Registration Page, E-cards) –  General Activism (PetitionSite)

•  Fundraising –  Indirect Fundraising (PetitionSite, Campaigns) –  Direct Fundraising (Emails, Pop-ups, Cobranding)

•  General –  Branding (Impressions, Education) –  Traffic Generation (Newsletters, Email)

•  Web 2.0 Campaigns –  YouTube Maximizer –  Facebook, MySpace, Digg experiments

Care2 Member Profile Education 67% college

education or higher

Annual Household Income

65% greater than $75,000

Gender 75% women

Average Age 39

Pet Guardians 80%

Charitable Giving 62% have donated to a nonprofit

Total Membership 9.2 million

Daily Visitors > 150,000

Monthly Uniques > 3-4 million

Who Are Care2’s Members?

Age Breakdown

13-17

3%65+

6% 18 to 24

10%

25 to 34

22%

35 to 44

19%45 to 54

22%

55 to 64

18%

Care2 Psychographics

p. 8

Newsletters work: Care2 provides an array of topical newsletters.

E-Cards

E-Newsletters

Health/Green Living

Submit News

Petitions/Letters

Blog/Discuss

Care2 communicates with our members often, engaging them with new ways to

“make a difference”

Our members trust us and are ready to to

support the great causes we promote.

Click-to-Donate

Our Members are Engaged

How Our Members Find Care2

E‐Cards 

E‐Mail 

Healthy Living Care2 News Network 

Social Network 

Pe==ons/Le?ers  Fundraising 

C2NN Contributors 

Pe==on Writers 

Group Leaders and Discussion Board Hosts 

Some of Care2’s Nonprofit Clients

Care2 in Canada

•  160,000 email subscribers on Care2 •  Hundreds of thousands of monthly unique Canadian

web visitors •  Nonprofit Clients & Canadian Campaigns:

–  Nature Canada –  Forest Ethics –  HJC/ Oxfam Canada –  Amnesty Canada –  UNICEF Canada –  Rainforest Action Network – Canadian Recruitment –  WSPA Canada –  Greenpeace CA

Care2 Petitions – Unique Comments April 24, 2002 

  The Honorable ______  

United States House of Representa<ve Washington, DC  20515 

Dear Representa<ve ______:  

I am a [comment #1] from [STATE].  As someone who enjoys all types of winter ac<vi<es 

([comment #2]), I am against snowmobile use in parks because [comment #3]. 

I support the Na<onal Park Service decision to phase out snowmobile use from Yellowstone and Grand Teton Na<onal Parks. I support a snowcoach transporta<on system, which will minimize wildlife 

harassment, reduce air and noise pollu<on, and protect employee and visitor health and safety.  

Please honor law, science, and the judgment of your own professionals by upholding the decision to restore Yellowstone and 

Grand Teton Na<onal Parks. Please select SEIS Alterna<ve 1a.  

Sincerely,   

Gina Altamura 3218 Newark Street Napa, CA  95016 

I am a environmental engineer from California.  As someone who enjoys all types of winter ac<vi<es (hiking, snowshoeing, 

and skiing) I am against snowmobile use in the parks because the preven<on of 

ecosystem disturbances is much more important than having some snowmobile fun! People 

should realize that! 

Advocacy Campaigns: Additions •  Letter Preparation

–  Customize fields for letter compilation –  Varying formats (font, subject line)

•  Letter / Comment Delivery –  Email/webmail targets (fax backup) –  Faxing targets –  PDF for hand-delivery –  Form submission for public comments

•  Other components –  State targeting and reporting available –  Multiple targets possible (e.g. email and pdf) –  Delayed/Timed delivery of letters

• 2,000/day for 3 months • Collect 20,000 letters now and deliver all right before vote

Sample Advocacy Campaigns On Care2 •  Arctic Drilling Senate Vote

–  Sponsor: Pew Wilderness Center –  Target: U.S. Senate –  Delivery Method: 106,000 Public Comments Collected and Delivered via email and hand

•  Living Wage for Coffee Growers –  Sponsor: Oxfam America –  Target: Proctor and Gamble –  Delivery Method: 7,000+ comment delivered via email

•  Snowmobiling in Yellowstone –  Sponsor: NPCA, NRDC, Sierra Club, Wilderness Society, SaveOurEnvironment –  Target: Grand Teton and Yellowstone National Parks –  Delivery Method: 68,000 Public Comments Delivered via email and mail

•  Support Fisheries Protection Act –  Sponsor: Marine Fish Conservation Network –  Target: US Representatives From 6 Target States –  Delivery Method: 24,000 Public Comments Delivered via lobbying effort to Reauthorize

Magnuson-Stevens Act •  Stop Selling Chilean Sea Bass at Trader Joe's

–  Sponsor: National Environmental Trust –  Target: Richard Baltierra, Fish Buyer, Trader Joe's –  Delivery Method: 4,000 Public Comments Delivered via fax

Case Study: Be Prepared for Katrina-like Moments

• Care2 sent 600,000 email appeals

• Recruited 5000 new donors

• Raised $205,000 for American Humane in 48 hours!

Case Study: SOS Childrens Villages •  Client Goal:

–  Generate quality donor leads through a relevant action

•  Care2 Solution: –  E-mail promotion of a petition

asking subscribers of our health and children’s lists to support a bill providing educational opportunities and basic care to orphans

•  Care2 Creative: –  A petition, a letter to Congress,

and numerous e-mail appeals •  Care2 Results:

–  4,000 new donor leads / email subscribers in four weeks

Polls   Strong way to recruit names while gathering consumer information

  Data delivered from polls in aggregate

  Could be a way to highlight program areas of your org

YouTube Promos

•  Care2 helped drive 100k views in one week

•  Total views 227,000 w/ additional client promotion and viral activity

•  Compare with other videos in channel that had no Care2 promotion (only hundreds of views)

New at Care2 – Cause Channels Environment Channel Coming Soon…

Stay in the loop!  Case studies  Trends  Articles  White Papers  Practitioner Opinions  Care2 Expert Blogs  Monthly Newsletter

Online Trends and Best Practices for Nonprofits

Breakeven – Feedback from Large Enviros

$2.00 in 6-8 Months - multichannel $1.40 in 12 Months – email only

(Value doesn’t include Advocacy & Viral)

Responsive Supporters

High Quality: • Care2 attracts people who are predisposed to help

• We use only permission-marketing -- they’ve asked to be contacted by your organization, so you own the names

• Our members have a high rate of joining, donating, volunteering, taking action (advocacy) and viralness (passing along)

• All Care2 names that we deliver have email addresses, and about 60-90% have full mailing address. They convert online, in the mail or on the phones.

• Average age = 39; generation not usually available in DM lists

High Quantity:

• More than 9 million members

• 5,000 new join Care2 each day

• Ability to rapidly recruit large numbers of high quality leads

• Large, energized audience = quality promotion and targeted advocacy and fundraising

• Allows long-term recruiting relationships with clients -- regular delivery of fresh names

High Volume

We Do the Heavy Lifting

Low Maintenance:

•  Guaranteed deliverability -- any undeliverable email address tested within two weeks will be replaced

•  Free creative and campaign management

Nonprofit Mindshare

(Hint: Most people are NOT

visiting nonprofit websites !!)

Greenpeace.org Amnesty.org

AARP.org Cancer.org

World Socialist

Alternet

Drudge Report Salon.com

Field of Dreams

Even popular nonprofits only get about .0005% to .004% of all web

traffic!!

ROI from Social Networks?

http://www.frogloop.com/social-network-calculator

If you’re expecting to use social networks to raise money with minimal work, you can expect to see a -90% ROI against time spent

by staff.

This is a conservative estimate using widely published benchmarks for online marketing, and an hourly wage of $10/hr.

Social Network Recruitment ROI Calculator

Long, long tail of Facebook Causes

• 1000’s try, > 90% fail • Likely to get between $0-$30

• ROI on time invested is negative • Average donation/supporter is

$1.24 • No way to communicate with

donors en-masse • Frogloop.com/facebook-causes-

analysis

Save Darfur: 10 Days to $415,000

• In June of 2007, M&R helped Save Darfur raise $415,000 via email in 10 Days

• Over 6 months on Facebook Causes, Save Darfur raised $15,000 from nearly 1 million “friends” = $.02/friend