"Care2 101" How Care2 Helps Nonprofits Grow!
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*Watch or download the full webinar (with audio and slides) at: http://bit.ly/c2101 Has your nonprofit ever wanted to ... -Grow your email list of supporters - including donors, volunteers and others who will help your nonprofit? -Mobilize an army of e-activists to win advocacy victories for your cause (while building your own army)? -Drive a ton of traffic to your website? Or a burst of votes on your behalf in an online contest? Right now? In this presentation Clint O'Brien, VP of Nonprofit Services hosts a "Care2 101" webinar to explain about some of the most popular ways that organizations like yours are connecting with Care2's millions of members. With more than 21 million cause-conscious members, a monthly audience of 16 million people and more than 1000 leading nonprofit clients, Care2 is the largest and fastest-growing social action network of people making a difference every day to help the environment, human rights, animal welfare and other causes. Care2's Media Partner Network of 230+ media partners -- including Grist, Mother Jones, AlterNet, ThirdAge, Democrats.com, Ms. Magazine, Talking Points Memo and LinkTV - promotes the campaigns of Care2's nonprofit clients extensively via their websites and email messages to an additional 150 million unique citizens every month. Presented by: Clinton O'Brien, VP of Nonprofit Services, Care2
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"Care2 101" How Care2 Helps Nonprofits Grow!
- 1. Copyright ©2013 Care2, Inc. All Rights Reserved. “Care2 101” How Care2 helps nonprofits grow @Care2Team #C2Webinar
- 2. Who is Clint? • VP of Nonprofit Services at Care2 since 2005 • Worked seven years at PBS • Former news reporter with AP and Newsweek • Graduate of Brown University and Wharton Business School • Grew up near Philadelphia, PA. Lives now in Washington DC • Favorite causes: International Press Freedom and Protecting the Environment @Care2Team #C2Webinar
- 3. • Largest online social action community • 22 M members • Monthly unique audience of 16 M • Additional 150 M+ people reached by syndicating Care2 campaigns to TreeHugger, Grist, Mother Jones, Planet Green, Animal Planet, AlterNet, Talking Points Memo, Café Mom, Ms. Magazine, eNature.com, Prevention, Women’s Health, VolunteerMatch, etc. …230+ partners Ranked usually among 150 most highly trafficked U.S. web networks, by Quantcast
- 4. Nonprofits use Care2 for: • Recruiting Donors & Supporters • Traffic/Branding/Awareness • Advocacy • Building Facebook fan base Citizens use Care2 for: • Starting or signing petitions • Volunteering • Donating $ • Spreading news • Commenting on blogs • Starting groups (organizing) • Joining nonprofits
- 6. Age DistributionCare2 Member Profile Gender 75% women Age (Average) 39 Education 67% college+ Annual Household Income 65% > $75,000 Charitable Giving 62% donors
- 7. Care2 is an active community whose members get involved.
- 8. # of comments on identical post about school reform by George Lucas (2/28/11 to 4/28/11) Care2 members care about causes, and seek ways to get involved. on Huffington Post: 137 on Care2 Causes: 546
- 9. Some of Care2’s 1000+ NonprofitClients
- 10. 1. Drive Traffic 2. Win Advocacy Victories 3. Recruit Donors & Supporters 4. Build Facebook Fan Base
- 11. 1. Drive Traffic 2. Win Advocacy Victories 3. Recruit Donors & Supporters 4. Build Facebook Fan Base
- 12. Bought Care2 Daily Action campaign
- 13. Landing page on Client’s site Exactly 4,760 Care2 members visited client’s site in just one day.
- 14. A way to drive... “Bestseller” book purchases Votes, to win contest cash prizes Site visitors, to participate and engage
- 15. 1. Drive Traffic 2. Win Advocacy Victories 3. Recruit Donors & Supporters 4. Build Facebook Fan Base
- 16. Goal: Stop the unnecessary slaughter of two wild Canadian harp seal pups who were being kept at an aquarium
- 17. Nearly 140,000 people signed the Care2 petition in just 12 days!
- 18. Result: Petition signatures were delivered, slaughter was stopped and seals were released back into the wild.
- 19. Result: Petition signatures were delivered, slaughter was stopped and seals were released back into the wild.
- 20. Result: Petition signatures were delivered, slaughter was stopped and seals were released back into the wild.
- 21. Stopping UK’s badger culls Protecting Australia’s marine life from harmful super trawlers Banning harmful chemical BPA from baby bottles in the US
- 23. 1. Drive Traffic 2. Win Advocacy Victories 3. Recruit Donors & Supporters 4. Build Facebook Fan Base
- 24. • Care2 sends email alerts to our members, urging them to click through to take an action • Actions include petitions, pledges, surveys, polls, quizzes, photo contests
- 25. This landing page features the action that the Care2 member is urged to take. It includes your branding and approved content. The contact info captured includes full name, email, street address, state and zipcode.
- 26. • After taking action, 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 or two describing the content that they will receive.
- 27. • Care2 campaign team develops campaign in collaboration with you • Care2 strategically promotes action campaign to Care2 members and via sites of our media partners • Of those individuals who take action, many also sign up for Nonprofit’s email list • Care2 delivers email sign-ups that are 100% new and unique to Nonprofit’s email list
- 28. 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
- 29. • Organization paid $42,800 to Care2 to recruit 19,935 new donor leads, over a 2-month period. • 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, to well over 200% at present. • In all, 10 percent (1,897) of the original 20K leads converted to donors within the first two years. The price per actual donor acquired was $22.56. Average gift from these same donors was$59.79, so “profit per donor” = $37.23
- 30. Recap of Results: • 20K new leads, of which 1,897 (10%) converted to donors • Recovered acquisition cost in 9 months • Spent $43K and got $113K back (162% ROI) after 30 months • “Profit” = $69,336 or $37/donor • Viral (tell-a-friend) growth is not included here, so actual ROI was even higher
- 31. • Profit = $441,826 • Profit per donor acquired = $43 • Return on Investment = 67%
- 32. New data proves what we have long suspected: Online advocacy and fundraising activities complement – and reinforce – each other.
- 33. 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?
- 34. 1. Drive Traffic 2. Win Advocacy Victories 3. Recruit Donors & Supporters 4. Build Facebook Fan Base
- 35. • Low Cost-per-Like pricing • High Quality • Fast
- 36. What is it? • Care2’s network of 220+ partner websites that attract “do-gooders” similar to Care2 members • Significantly extends the reach, visibility and impact of the campaigns you buy from Care2
- 39. Just a few Care2 partners The reach of Care2’s partner network is more than 150 million people Not counting Care2’s more than 22 million members! Extra cost to you = $0
- 41. • Care2 drove its members into this campaign by Electrolux during Ovarian Cancer Month (September) • 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 Living subscribers Kelly Ripa, Electrolux and The Ovarian Cancer Research Fund
- 42. • 172 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 • Learn more at www.care2team.com
- 43. Clinton O’Brien VP, Nonprofit Services 202-785-7308 clint@care2team.com
Notas do Editor
- Care2… was founded in 1998 by Randy Paynter, based in Redwood City, California -- with an office in Washington, DC Care2 is a for-profit company – a B Corporation -- that is socially responsible and mission-driven. Most of its revenue comes from providing promotional services to nonprofits. The Care2 mission is to connect civically-active people to causes and nonprofits, empowering them to make a difference. Our promise to our members is that we will give them a steady stream of actions that they can take – pretty much every day – to make themselves and the world better. Audience = “ cultural creatives ” or “ light greens, ” people interested in lives of health and sustainability (LOHAS) Care2 signs up more than 10,000 new members per day (a new member every 8 seconds) Care2 now works with more than 1,000 leading nonprofit organizations, and with dozens of leading consulting firms and digital marketing agencies Care2 does not sell or rent its email list. We recruit new members, donors and supporters for our nonprofit partners strictly through permission based online marketing -- and we use Care2 ’ s own voice when we do this, leveraging the relationship, loyalty and trust that Care2 has with its millions of members.
- Care2 has become a powerful resource for hundreds of corporate brand marketers and nonprofit organizations that use Care2 as a vehicle to reach new grassroots members, donors, volunteers and advocacy supporters
- Care2 ’ s 14 cause channels allow us to bring together in one place rich kinds of content from many sources but all focused on one theme – a CAUSE. This creates an “ ecosystem for activists ” – and complements the rich content that our members get from our email alerts, which focus on different CAUSES. Recent additions to the cause channels include: “ Real Food, ” “ LGBT, ” Children, Global Development, UK and Canada. The CAUSE CHANNEL content includes: Blog postings form our network of freelance expert bloggers– generating hundreds of comments from Care2 members Petition campaigns about the cause C2NN news items about the cause Job opportunities about the cause Volunteer opportunities about the cause Video clips about the cause Other content …ABOUT THE CAUSE!
- These are the psychographics of Care2 ’ s members. Key points: 62% of C2 members said they ’ d voted in most recent election – at a time when the U.S. norm was only 38% (pre-Obama election) Very high rate of volunteering, writing letters to editors, participating in public events, engaging with elected officials, etc. --CARE2 members are VERY CIVICALLY ENGAGED 62% said they donated to a charity within last 12 months. If we had asked about religious donations, this figure would have been higher High rate (82%) of C2 members who signed or created petitions is to be expected – because Care2 operates PetitionSite.com.
- Care2 provides services to more than 1000 nonprofits whose missions advance a wide array of leading causes, including: Environment and Wildlife Health Children Animal Welfare Women ’ s Issues Human Rights Civil Rights Gay / Lesbian Rights Education International Development Disaster Relief Peace Consumer Protection Sustainable Food Social Justice Renewable Energy Seniors / Aging Veterans Climate Change Anti-Poverty Faith-Based Higher Education Arts and Culture Federal Deficit Reduction
- These are the main three ways that nonprofits use Care2. Note that some campaigns we conduct for nonprofits are hybrids that achieve several of these goals at the same time.
- These are the main three ways that nonprofits use Care2. Note that some campaigns we conduct for nonprofits are hybrids that achieve several of these goals at the same time.
- Care2 has many vehicles for driving a fire hose of traffic to a particular nonprofit ’ s website. Our main traffic driving vehicle is our large email list of many millions of civic-minded Care2 members and activists. When they sign up for Care2, they are invited to indicate which causes they care about – from a list of 25 different causes -- and their choices will largely dictate the e-alerts that we will send to their email box, almost every day. So Care2 members segment themselves according to their cause preferences, and this enables us to fulfill campaigns in a rapid and targeted way. In this example with Safe Kids USA, we have used our email lists to drive traffic AS WELL AS this Care2 “ Daily Action ” – a content feature that is carefully followed by tens of thousands of Care2 members every day – and there is a companion email alert to which fans of the Daily Action can subscribe, too.
- Note that traffic campaigns can be sold on a Cost-per-thousand impressions basis (CPM) or on a Cost-per-click basis (CPC).
- These are the main three ways that nonprofits use Care2. Note that some campaigns we conduct for nonprofits are hybrids that achieve several of these goals at the same time.
- Petition was started by a concerned citizen who also alerted Care2 to the seriousness and urgency of the situation. To get a more in-depth look at Care2 ’ s petitions, visit our petitionsite where you can browse our current petitions as well as our archive of 1.8 million petitions from over the past eight years or so, and which have attracted about 100 million signatures!! You will also see one of the hallmarks of Care2 petitions, whether created by individual citizens or as part of a campaign we are conducting for a nonprofit client, namely the comments that petition and pledge signers include. These comments are inspirational to others, increasing participation. But they also create the ability to deliver individualized messages to the U.S. Congress and other petition targets. That ’ s very important for influencing legislation, especially since we deliver these messages to the relevant members of Congress, who are more likely to pay attention if the message comes from a voter within their congressional district. This petition can be found at: http://www.thepetitionsite.com/867/025/075/please-help-stop-september-15-deadline-for-death-of-harp-seals-at-aquarium-des-iles-quebec-canada/ and our members signed it between September 6 and September 18.
- You could note the number of comments and shares on the Care2 stories. The Montreal Gazette article specifically mentioned the petition created on Care2. NOTE: Each image comes up with a click (except for the first one which will appear when you get to this slide)
- You could note the number of comments and shares on the Care2 stories. The Montreal Gazette article specifically mentioned the petition created on Care2. NOTE: Each image comes up with a click (except for the first one which will appear when you get to this slide)
- You could note the number of comments and shares on the Care2 stories. The Montreal Gazette article specifically mentioned the petition created on Care2. NOTE: Each image comes up with a click (except for the first one which will appear when you get to this slide)
- Care2 members have been helping win advocacy campaigns globally. In the UK: Nearly 39,000 Care2 members signed the HSI UK petition asking Prime Minister Cameron to stop the badger culls. Culls were planned in a misguided attempt to control cattle tuberculosis. Science showed culls would not help but government planned to go ahead. The cull was postponed to 2013 and a nonbinding resolution was passed in Parliament calling for a permanent end to culling. http://www.thepetitionsite.com/takeaction/878/182/887/ In Australia: More than 14,000 Care2 members signed a petition in less than a month. The super trawler Margiris would have been the largest fishing vessel in Australian waters. The trawler has been banned by other countries because of its devastating environmental impacts. As a result of the action by Greenpeace and Care2 members voicing their concerns, the trawler has been banned from Australian waters until further scientific research clarifies its impacts. In the U.S.: More than 75,000 Care2 members signed multiple petitions calling for this ban. As of July 18, the US Food and Drug Administration has banned Bisphenol A (BPA) from children ’s sippy cups and baby bottles.
- This is new – our success blog. Read more success stories at http://www.care2.com/success/
- These are the main three ways that nonprofits use Care2. Note that some campaigns we conduct for nonprofits are hybrids that achieve several of these goals at the same time.
- Note that the campaigner, Sharanya, signs the message herself and includes her photo. In this way Care2 members get used to seeing messages from individual Care2 campaigners and grow to trust them as reliable sources of information about the causes that the members care about.
- If the person is already a Care2 member, then these fields will be pre-populated with their contact information. If not, then the person types their information into these fields. They also can read the comments of previous signers, and add their own comments if they wish. At this point they are only taking the action – in this case a petition – but they have not yet signed up for the nonprofit ’ s email list.
- Because Care2 list growth campaigns are priced on a cost per lead (CPL) basis – also known as cost per acquisition (CPA) – the client only pays Care2 for those email subscribers whom Care2 actually succeeds in signing up and delivering to the client. In this sense it is “ Results based pricing. ” Because the client knows upfront exactly what he/she is paying for, how many leads they will receive, and at what price, and by what delivery date. Care2 guarantees the quantity and delivery date. Care2 also guarantees working email addresses, and uniqueness from campaign to campaign. Note also that this approach to recruiting warm leads for the nonprofit client is entirely permission marketing based. Care2 does not sell its members information without getting permission first, through this kind of campaign, from the Care2 member.
- This organization did not have strong brand recognition among consumers, unlike ASPCA, Humane Society, etc.
- Orange line is cumulative revenue from the 1,802 donors.
- This level of profit after 22 months made the client very happy.
- * This recent data for the first time proves something we ’ ve known all along: Conducting online action campaigns (which is Care2 ’ s specialty) is a powerful way to identify, recruit and cultivate donor leads. * This is because people who take action are among the most predisposed to taking the extra step of donating money to a nonprofit cause that they care about.
- These are the main three ways that nonprofits use Care2. Note that some campaigns we conduct for nonprofits are hybrids that achieve several of these goals at the same time.
- FAST: Add up to 100,000 new FB fans – in only a matter of months. Our expert team handles full promotion of your campaign, so you can sit back and watch your numbers surge. LOW COST: For a low, fixed price per “ Like, ” Care2 will grow your base for you so your team can focus instead on cultivating these fans with messages and interactions and conversion approaches. Care2 does all the work, and there are no extra fees. HIGH QUALITY: We contextually target specific segments of our 18 million passionate members, as well as our large Facebook Fan Base – to drive already engaged and cause-driven people to “ Like ” you.
- Care2 ’ s “ Web 2.0 contests ” provide a great way to help a nonprofit partner (in this case, GreatSchools) and a for-profit partner (in this case, Target), while also engaging with Care2 ’ s civically active members.
- Care2 has also emerged as a popular platform for cause marketing campaigns in which for-profits and nonprofits team up to engage with Care2 ’ s do-gooder members, for the benefit of a good cause – in this case, fighting ovarian cancer. Other recent cause marketing campaigns conducted by Care2 have included: Frigidaire – to benefit Save the Children Fetzer Wine – to benefit Yellowstone National Park Ebay – to benefit World of Good (fair trade clothes), and MicroPlace (micro-finance venture) Tom ’ s of Maine – Hero Next Door Contest – winner got $2,500 and was able to donate additional $2,500 to their favorite charity
- I have included a cartoon here that also appears today on our blog – Frogloop.com – that relates to nonprofits ’ challenge of finding “ New Blood ” to support their organization. Hopefully today you ’ ve got some new ideas about ways to get some new blood into your base of donors and supporters. To recap the main points …. Care2 has created a powerful marketing resource over the years, bringing together 18 million civically active people, not counting the additional 150+ million people we reach through our Partner Network. This large resource enables Care2 to play matchmaker with organizations like yours. In fact, one of my colleagues used to call us “ eHarmony for Nonprofits, ” bringing nonprofits together with the members and donors they seek. More fundamentally, we have created economies of scale that are now available for nonprofits to “ leverage. ” We also have carefully improved our model over the years with nonprofits ’ needs in mind, both in the way we conduct campaigns, the way we collaborate with our nonprofit clients, the ways we deliver the information we recruit for our clients, and especially our service guarantees and results-based pricing, so that the nonprofit receives a tangible and lasting benefit from their campaigns with us.
- I AM HAPPY TO TAKE YOUR QUESTIONS! I welcome anyone on this call to follow up with me by email or phone, and my Care2 teammates and I will be happy to arrange to go over your organization ’ s goals and needs in more depth to find out if Care2 can be of service.