Care2 and Distributed Discussion BoardsCare2 and Distributed Discussion Boards

Andrew StockingVP Business Development275 Shoreline Dr. #150Redwood City, California 94065andy@earth.care2.com

(650) 622-0869 (ph)(510) 593-3938 (cell)

Part I: Who is Care2Part I: Who is Care2

Page 3

1 yahoo.com 18,646,000 46.712 amazon.com 1,245,000 15.3

850 care2.com 35,930 16.01,402 thehungersite.com 22,477 6.312,205 greatergood.com 2,553 8.122,695 enn.com 1,283 8.823,344 greenmarketplace.com 1,241 10.925,051 greenpeace.org 1,141 3.826,741 nwf.org 1,056 6.228,127 sierraclub.org 994 4.831,836 environmentaldefense.org 865 3.632,443 enature.com 845 11.446,176 tnc.org 560 4.747,728 worldwildlife.org 537 3.949,058 wcs.org 519 5.470,322 audubon.org 329 3.371,469 defenders.org 322 5.6

Rank Sitepage-views

(000's)minutes/user/

month

Who is Care2: Who is Care2: the largest the largest progressive community on the progressive community on the Internet who have come Internet who have come together to help the environment together to help the environment and live a healthier lifestyleand live a healthier lifestyle

Page 4

Care2 CommunityCare2 Community

Page 5

Care2 Demographics and ReachCare2 Demographics and Reach

Care2 Demographics

 Education  67% college education or higher

Annual Household Income

65% greater than $75,000

Gender 75-80% women

Age 35 average age

Occupation* 58% Senior Mgmt

Region (US)* 56% East/West Coast

Pet Owners 80%

Vegetarian-leaning 25%

Total Membership > 5 million

Daily Visitors > 100,000

Monthly Uniques (US) > 1.2 million*

* Nielson//NetRatings (July 2004)

Democrat

Independent

Republican

42%

8%

50%

Party Identification

Age Breakdown

51+16%

41-5017%

13-178% 18-24

14%

25-3023%31-40

22%

Page 6

Geographic DistributionGeographic Distribution

AK

WA

ORID

MT

CA

NV

AZ

UT

WY

NM

CO

ND

SD

NE

KS

OK

TX

MN

IA

MO

AR

LA

WI

IL

MI

IN OH

KY

TN

MS AL GA

FL

SC

NC

VAWV

PA

NY

ME

HI

VTNHMA>40%

>20%

>10%

<20%

<40%

Care2 Pop. Relative to US Pop.

<10%

+/- 10%

AK

WA

ORID

MT

CA

NV

AZ

UT

WY

NM

CO

ND

SD

NE

KS

OK

TX

MN

IA

MO

AR

LA

WI

IL

MI

IN OH

KY

TN

MS AL GA

FL

SC

NC

VAWV

PA

NY

ME

HI

VTNHMA

>3%

2-3%

1-2%

0.5-1%

<0.5%

Absolute Care2 Pop.

Page 7

Care2 Nonprofit PartnersCare2 Nonprofit Partners

Page 8

Types of Nonprofit CampaignsTypes 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)

Page 9

Care2 Activist ListsCare2 Activist Lists

Animals / Environment Alerts – 450k

Women Alerts – 290k

Human Rights Alerts – 260k

Eco-alerts – 220k

Animal Welfare Alerts – 220k

Progressive Politics Alerts – 180k

Health Alerts – 170k

Children Issue Alerts – 130k

Peace Alerts – 130k

Gay Rights Alerts – 120k

Global Warming & Energy Alerts – 120k

Seniors Alerts – 100k

Faith and Values Alerts – 50k

Consumer Protection Alerts – 60k

Int’l Politics & Justice – 35k

Education Alerts – 120k

Democrat Party – 90k

Green Party Alerts – 75k

Civil Rights & Liberties Alerts – 50k

Republican Party Alerts – 40k

Environmental Health – 8k

Media Alerts – Coming soon

Page 10

Care2 Audience: Online ActivismCare2 Audience: Online Activism

Page 11

Passionate For Progressive CausesPassionate For Progressive Causes

April 24, 2002

 The Honorable ______ United States House of RepresentativeWashington, DC 20515

Dear Representative ______:

I am a [comment #1] from [STATE]. As someone who enjoys all types of winter activities ([comment #2]), I am against snowmobile use in parks because [comment #3].

I support the National Park Service decision to phase out snowmobile use from Yellowstone and Grand Teton National Parks. I support a snowcoach transportation system, which will minimize wildlife harassment, reduce air and noise pollution, 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 National Parks. Please select SEIS Alternative 1a.

Sincerely, Gina Altamura3218 Newark StreetNapa, CA 95016

I am a environmental engineer from California. As someone who enjoys all types of winter activities (hiking, snowshoeing, and skiing) I am against snowmobile use in the parks because the prevention of ecosystem disturbances is much more important than having some snowmobile fun! People should realize that!

Page 12

Sampling of Past Nonprofit Petitions On Care2Sampling of Past Nonprofit Petitions 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: 6,000 Public Comments Delivered via lobbying effort

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

Part II: Distributed WorkPart II: Distributed Work

Page 14

The Value of Social Networking to NonprofitsThe Value of Social Networking to Nonprofits

Retention through increased loyalty Members see organization as part of their life; connections

Rapid Growth through increased viralness People are engaging their friends (higher quality new participant)

Better Personalization through connections and information Identify interests, major donors, language of engagement, best messengers

Distributed Work Fundraising (friends asking friends)

Messaging (viral campaigns)

Customer support

Group leadership

Community building

Page 15

Social Networks – The Progressive CommunitySocial Networks – The Progressive Community

Cat OwnersDefenders of Wildlife

Consumers Union

Oceana

New York Habitat for Humanity

Page 16

Social Networks – The Progressive CommunitySocial Networks – The Progressive Community

JohnKerry.comMoveOn.org

True Majority

Care2

DNC List

Page 17

Building Community on Care2Building Community on Care2

Page 18

My Care2 ConnectMy Care2 Connect

Page 19

Meeting People & Knowing Who They AreMeeting People & Knowing Who They Are

Page 20

Kudos & Member KarmaKudos & Member Karma

Page 21

C2C StatisticsC2C Statistics

Daily Posts to Discussion Boards

(7 day average)

Daily Posts to Group Forums

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

10,000

7/1

8/1

9/1

10/1

11/1

12/1 1/

12/

13/

14/

15/

16/

1

Total Number of Groups

-

1,000

2,000

3,000

4,000

5,000

6,000

4/2

7

5/2

7

6/2

7

7/2

7

8/2

7

9/2

7

10

/27

11/2

7

12

/27

1/2

7

2/2

7

3/2

7

4/2

7

5/2

7

6/2

7

Page 22

Perusing the GroupsPerusing the Groups

Page 23

Does Collaboration (Social Networking) Benefit Nonprofits?Does Collaboration (Social Networking) Benefit Nonprofits?

Question #1: If we took a group of 300 members and tracked their activism level, would it remain flat and be spread over more organizations (i.e., zero sum game) or would it increase?

Question #2: What effect do multiple group memberships and discussion board posts have on activism?

Results

Total activism doubled following the launch of Care2 Connect

Each post or new group membership results in a 2% increased likelihood to take action

Conclusion: As your members become more active in the community, the will become more active for your organization.

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My Connected NetworkMy Connected Network

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Photo Sharing and Distributed Work Ex #4Photo Sharing and Distributed Work Ex #4

Name: Nita Samson

I just wanted to write and tell you that I met my husband of 1 month and 2 weeks on you site. Out of all the dating sites that I have been on and then to find my soul mate on your site was a totally unexpected event. I want to thank you for allowing your members to share their thoughts with each other. Also I want to thank you for trying to save the wilderness that means so much to me.

Social Networking Social Networking DemonstratedDemonstrated

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Getting StartedGetting Started

How do I identify and create closer bonds with my best members?

What type of work can I distribute to these best members?

What type of technology can I implement to harness this energy?

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Geographic DistributionGeographic Distribution

AK

WA

ORID

MT

CA

NV

AZ

UT

WY

NM

CO

ND

SD

NE

KS

OK

TX

MN

IA

MO

AR

LA

WI

IL

MI

IN OH

KY

TN

MS AL GA

FL

SC

NC

VAWV

PA

NY

ME

HI

VTNHMA>40%

>20%

>10%

<20%

<40%

Care2 Pop. Relative to US Pop.

<10%

+/- 10%

AK

WA

ORID

MT

CA

NV

AZ

UT

WY

NM

CO

ND

SD

NE

KS

OK

TX

MN

IA

MO

AR

LA

WI

IL

MI

IN OH

KY

TN

MS AL GA

FL

SC

NC

VAWV

PA

NY

ME

HI

VTNHMA

>3%

2-3%

1-2%

0.5-1%

<0.5%

Absolute Care2 Pop.

Page 32

Geographic Distribution – Distributed Work Ex. #1Geographic Distribution – Distributed Work Ex. #1

AK

WA

ORID

MT

CA

NV

AZ

UT

WY

NM

CO

ND

SD

NE

KS

OK

TX

MN

IA

MO

AR

LA

WI

IL

MI

IN OH

KY

TN

MS AL GA

FL

SC

NC

VAWV

PA

NY

ME

HI

VTNHMA

>3%

2-3%

1-2%

0.5-1%

<0.5%

Absolute US Pop.

AK

WA

ORID

MT

CA

NV

AZ

UT

WY

NM

CO

ND

SD

NE

KS

OK

TX

MN

IA

MO

AR

LA

WI

IL

MI

IN OH

KY

TN

MS AL GA

FL

SC

NC

VAWV

PA

NY

ME

HI

VTNHMA>40%

>20%

>10%

<20%

<40%

Care2 Pop. Relative to US Pop.

<10%

+/- 10%

Page 33

Care2 Geographic DistributionCare2 Geographic Distribution

WA

ORID

MT

CA

NV

AZ

UT

WY

NM

CO

ND

SD

NE

KS

OK

TX

MN

IA

MO

AR

LA

WI

IL

MI

INOH

KY

TN

MS AL GA

FL

SC

NC

VAWV

PA

NY

ME

AK

HI

VTNHMA

>40%

>20%

>10%

<20%

<40%

Care2 Pop. Skew Relative to US Pop.

<10%

+/- 10%

Page 34

To Consider: User ExperienceTo Consider: User Experience

Remain in native website environment

View and browse the discussion threads and posts Each post shows name, affiliation, photo (if available)

Post on the board or start a new thread Setup Username, age, Password (and other info desired by Non-profit

such as state, zip, email address, mailing address, age, gender)

Browse simplified poster profiles For more information – open new browser window to see profile

Page 35

To Consider: Non-profit ExperienceTo Consider: Non-profit Experience

Integration with current membership system (if exists)

Incentive: Promotional opportunities (across all boards)

Incentive: List growth (from own membership)

Determine Moderation (some issues TBD) None

Moderator(s) can delete posts after they appear

Moderator(s) must approve all posts

Moderator(s) are only people to start a new thread

Dashboard (statistics and appearance)

Setup and operation fees

Page 36

To Consider: Collaboration ExperienceTo Consider: Collaboration Experience

Dashboard Contact information of partners

Activity statistics

Page 37

Care2 Geographic DistributionCare2 Geographic Distribution

WA

ORID

MT

CA

NV

AZ

UT

WY

NM

CO

ND

SD

NE

KS

OK

TX

MN

IA

MO

AR

LA

WI

IL

MI

INOH

KY

TN

MS AL GA

FL

SC

NC

VAWV

PA

NY

ME

AK

HI

VTNHMA

>40%

>20%

>10%

<20%

<40%

Care2 Pop. Skew Relative to US Pop.

<10%

+/- 10%