Care2 Case Study:Donor Lead Acquisition Campaign

• A mid-sized U.S. environment and wildlife non-profit invested $17,000 in 2007 to recruit 8,500 new activists and donor leads, via a series of advocacy-oriented permission marketing campaigns

• Care2 donor conversion rate exceeded industry benchmark and client house file.

• Care2 unsubscribe rate outperformed client house file by a 2 to 1 margin.

• Care2 activists took action at a rate of nearly 3 to 1 the client’s house file.

Case Study:Donor Lead Acquisition Campaign

Conversion Rate

• All subscribers added or joined between 3/1/07 and 9/30/07.• *Includes Care2 subscriber subset, meaning divergence is stronger than the numbers

suggest.• **2008 Convio Online Marketing Nonprofit Benchmark Index. Donation request was

a single appeal, not full year of data.

Case Study:Donor Lead Acquisition Campaign

Performance Summary

• All subscribers added or joined between 3/1/07 and 9/30/07.• *Includes Care2 subscriber subset, meaning divergence is stronger than the numbers

suggest.