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Joe Baker and Justin Perkins of Care2 discuss the benefits of integrating fundraising and advocacy communications, with ideas and examples.
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Justin PerkinsNonprofit [email protected]
Cultivating Donors Through eCampaigning
Joe BakerVP of Causes [email protected]
The Dream Campaigns•charity:water volunteers raised $250,000 through an event called Twestival organized via Twitter
•The Red Cross raised $32 Million through Twitter and mobile texting (sms)
•A handful or organizations have gained exposure and raised $10’s of thousands through winning “popularity” contests such as American Express, Pepsi, Chase, Microsoft and Case Foundation American’s Giving Challenge
•The Oxfam UK got about 34,000 pounds via an embedded link in a YouTube video posted the day after the Haiti quake.
“One Million Dollars…”
From Tweets to $250,000
Median dollars raised = $570
Calculating ROI
Return on Investment Formula:
ROI=(Gain from Investment – Cost of Investment)--------------------------------------------------------
(Cost of Investment)Breakeven: Gain from Investment = Cost of Investment
Payback Period: How long it takes to breakeven (and thus make a profit)
Adults prefer contact via email
Where do people spend most of their time at work? The inbox.
Most people donate online while at work.
What does ROI mean?
•A performance measure, expressed as a ratio, used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments.
•If an investment does not have a positive ROI, or if there are other opportunities with a higher ROI, then the investment should be not be undertaken.
(http://www.investopedia.com)
wah wah, wah
New Paradigm
Action Takers are Stronger Donors
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.
Donors who’d taken action online were 3.6x more likely to donate than those who hadn’t
Be Prepared for Your Katrina-like Moments
•It’s all about your “list”- starting with email
•Care2 recruited 5000 new donors in 1 week
•Raised $205k for American Humane
Size Matters
Are you ready to quickly reach
several hundred thousand people who trust your organization?
Your “List”
Mobile phone list
Mobile phone list
Social media “friends”
Social media “friends”
direct mail list
direct mail list
Email listEmail list Phone listPhone list
Nonprofit Marketers’ Toolbox
Choose the Right Tool
Sales Cycle
Links for more researchwww.socialnetworkcalculator.com
www.socialnetworkroi.com
www.frogloop.com/benchmarks
Justin PerkinsNonprofit [email protected]: @elperko
Joe BakerVP of Causes [email protected]
Appendix Summay of Care2’s services for UK/ Int’l nonprofits:
-Care2 can recruit up to about 10,000-15,000 email supporters per year in the UK, or up to 50,000-100,000 people internationally per year.
-special Coupon available for customers of Advocacy Online - 500 free names with a list-growth campaign of at least 1,000 names.
Care2 members are a great resource for nonprofits:
• Email list growth• Donor leads• Surveys & Research• Branding • Drive Traffic to Site• Education & Outreach• Online advocacy
Care2 Helps Nonprofits Grow
© Care2, Inc. p. 38
Targeted Audience for Nonprofits
•Care2 has recruited hundreds of thousands of unique activists and donor leads each year for major international development, human rights, and environmental organizations since 2001.
•Care2 grows at about 5,000 people per day, and has a constant stream of new activists for nonprofits.
Engaged Influentials Online and OfflineCare2 is an active online community. What makes them really special is their propensity to do more…
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Performance-Based, High Quality Nonprofit Advertising
High Volume Activism and Action Campaigns
Direct Activism such as public comments or corporate targeting or lobbying support for
Statetargeted campaigns
High Volume, High Quality List Growth Campaigns
Recruit over 10,000 people per month
Targeted Branding and Traffic-driving Campaigns
Exposure to an ideal audience for nonprofits
Save Time and Money in AdvertisingCare2 eliminates the risk and complexity ofpredicting and tracking online ad campaigns.
Ourpricing is based on performance, and we
guarantee our results.
Rapid Promotion of Campaigns
PromotionCare2 sends millions of emails to our members to drive traffic to petitions sponsored by nonprofits.
Action Campaigns with Client Branding
Organizational Branding
Care2 develops the content with Client’s logo and final approval
This is the standard infoset collected by Care 2.
Comment box. This component is optional, and could be used to collect comments.
Targeted & Effective Nonprofit List-growth
Opt-inAfter signing the petition the user is given the option to sign for your list.
We work with you to crafts this message and include your logo.
Campaigns Without Advocacy: Pledge
Organizational Branding
Care2 develops the content with Client’s logo and final approval
ContactJustin PerkinsDirector Nonprofit [email protected] +1-303-475-4827 +44 20 8144 7253 UKTwitter: @elperkoSkype: justinperkins
www.socialnetworkcalculator.comwww.socialnetworkroi.com
