© 2008 Convio, Inc.

National Relief CharitiesQ2 2008 Update

Patrick Hansen, Senior ConsultantJune 2008

This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced without prior written approval from Convio. This material was used during an oral presentation; it is not a complete record of the discussion.

2© 2008 Convio, Inc.

Online Prospecting – Strategic Roadmap

PHASED INITIATIVESWalkMonths 6-12

JogMonths 12-18

RunMonths 18-30

OutreachDrive Traffic to your Website

■ Select microsite URL for offline promotion

■ Design & launch prospecting microsite following SEO best practices

■ Define & execute SEM plan

■ Explore CARE2 and other acquisition opportunities

■ Complete full audit of SEO/SEM performance

■ Execute acquisition plan

MotivationAcquire & Cultivate Warm Prospects

■ Identify “free offer” premium(s) – establish online “ask” and offline fulfillment procedures

■ Design & launch “make a promise” campaign

■ Design & launch interactive quiz

■ Create a “prospect conversion series” to channel prospects into one of 3 NRC program arms

■ Complete full audit of “prospect conversion series” performance.

■ Expand prospect conversion series to additional NRC program arms

■ Tie into “recurring gift conversion series” for each program arm to motivate supporters to become sustaining givers

3© 2008 Convio, Inc.

Remember Campaign - Constituents by Source

■ ~11,894 constituents have participated in the Remember Native Americans campaign to date

■ Search Engine Marketing continues to be the largest source of these constituents

■ Viral growth continues to be strong

4© 2008 Convio, Inc.

Remember Campaign - Donors by Source

■ Our campaign and cultivation series has acquired ~119 new donors

■ Conversion Rate: 1.0%

■ Total Gifts: $5,978.24

■ Average Gift: $23.91

■ Viral and “halo” effect continue to be largest drivers of donations

■ No Care2 constituents have converted to donors

5© 2008 Convio, Inc.

Growth Curves To DateCumulative Number of Donations

Cumulative Number of Registrations

Cumulative Number of Viral Tell-A-Friends

6© 2008 Convio, Inc.

Growth – Number of Online GiftsFirst 500 gifts

Doubledto 1,000

Doubledto 2,000

611 Donors(1.27%)

1,145 Donors(2.12%)

1,641 Donors(2.86%)

1,816 Donors(2.41%)

25% Growthto 2,500

7© 2008 Convio, Inc.

Growth – Total Monthly Gifts

500% Growth

630% Growth

437% Growth

293% Growth

7% Growth

277% Growth

135% Growth

102% Growth

8© 2008 Convio, Inc.

2006 Actual 2007 Actual 2008 YTD 2008 Est.

OutreachUnique site visitors per month

~15,000 25,411(Oct-Dec)

12,152(Jan-Dec)

~29,000 25,000to

33,000

EngagementNumber of usableemail addresses

~80,000 68,863 75,500 83,000to

119,000

Action/LoyaltyDirect online response revenue

N/A $41,907(Oct-Dec)

$71,471(Jan-Dec)

$43,156 $70,000to

$170,000

Setting Goals/Tracking Performance

2008 Estimates Assume:■ Web site improvements resulting in a 3-7% organic conversion rate of existing traffic■ Google SEM campaign continues for 12 months at $10K/month, 18,500 to 21,500 clicks per month, 3-4% registration

rate■ Monthly offline capture of 50-150 email addresses■ Monthly viral growth of 2-5%■ Monthly list churn rate of 0.5-1% (annual churn ~29%)■ 10 appeals, 0.3-0.4% response rate, $35-$45 average gift■ Welcome/conversion series for all new online constituents■ “White Mail” accounts for 25-50% of all online gifts