Fundraising 2.0: A New Model for Fundraising on Facebook
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Transcript of Fundraising 2.0: A New Model for Fundraising on Facebook
Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy
September 30, 2008
Slide #1 of 16
Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook
Fundraising 2.0A New Model for Fundraising on Facebook Using an Old Skool™ Tool: Cause-Related Marketing
Jonathon D. ColmanAssociate Director, Digital MarketingThe Nature [email protected]/343.4345 x368
Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy
September 30, 2008
Slide #2 of 16
Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook
About Facebook.com
• 4th most-visited site on the Web [COMSCORE]
• Over 100 million registered users, over 250k+ daily growth [FACEBOOK]
• Fastest-growing demographic: users 25+ years of age [FACEBOOK]
• Over 24,000 third-party applications built on open API platform [FACEBOOK]
• 35MM+ unique visitors/month, only 37% from U.S. [COMPETE, ALEXA]
• 65% of visitors are “addicts” returning daily [QUANTCAST]
• Visitors are more female, more affluent than Internet avg. [QUANTCAST]
• Referred 14,384 visitors to nature.org for FY2008
Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy
September 30, 2008
Slide #3 of 16
Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook
About (Lil) Green Patch
• Created in January 2008 after Facebook opened its platform to
external application developers
• One of a very few initial applications focusing on either the
environment or social change
• Value proposal is that users can “fight global warming… together
we can make a difference!”
• Communications to users and initial landing page are structured
for strong, viral growth
Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy
September 30, 2008
Slide #4 of 16
Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook
Note strong value proposition and mention ofthe Conservancy’s Adopt an Acre program
Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy
September 30, 2008
Slide #5 of 16
Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook
Users of (Lil) Green Patch can make a difference for nature by taking a simple action… and without spending any money
Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy
September 30, 2008
Slide #6 of 16
Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook
Users given cues to keep participating in the game, which both create community and drive advertising impressions
Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy
September 30, 2008
Slide #7 of 16
Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook
Soon after its introduction, (Lil) Green Patch became one of the most popular apps on Facebook and still is today
Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy
September 30, 2008
Slide #8 of 16
Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook
Not just a game, but a business: around one million peopleuse (Lil) Green Patch every single day
Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy
September 30, 2008
Slide #9 of 16
Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook
Key demographic points: users tend to be female, well-connected, use media-centric apps, and are out of college
Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy
September 30, 2008
Slide #10 of 16
Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook
Estimates state that (Lil) Green Patch’s users could bedriving up to $165,000 in advertising revenue each month
Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy
September 30, 2008
Slide #11 of 16
Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook
Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy
September 30, 2008
Slide #12 of 16
Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook
Causes on Facebook
• Third-party application developed on Facebook’s open platform by
Project Agape, launched in May 2007
• Allows American and Canadian 501(c)(3)s and political campaigns
to recruit supporters and fundraise directly on Facebook
• Raised $2.5MM for 20,000 charities in first year of operation
(average of $125/charity)
• Online donations conducted securely through Network For Good
• 26.2MM total installs, 262K daily active users (1%)
Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy
September 30, 2008
Slide #13 of 16
Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook
(Lil) Green Patch has donated over $67,000 to the Conservancy, making us the 3rd highest performing nonprofit on Facebook
Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy
September 30, 2008
Slide #14 of 16
Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook
(Lil) Green Patch has also attracted thousands of new users to join the Conservancy’s cause, increasing our reach and impact
Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy
September 30, 2008
Slide #15 of 16
Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook
The Results
• (Lil) Green Patch’s support for the Conservancy’s Adopt an Acre
program will help us to preserve over 59MM square feet of rainforest in Costa Rica
• Since February 2008, (Lil) Green Patch has donated over $67,000 to the Conservancy on Facebook (593x above average donations)
• (Lil) Green Patch’s promotion of the Conservancy’s Cause has
helped us in recruiting nearly 26,000 new Cause members
• The Wall Street Journal profiled The Nature Conservancy and (Lil)
Green Patch as a way for new donors to get involved with charities
Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy
September 30, 2008
Slide #16 of 16
Seattle Net Tueday—Fundraising 2.0: A New Model for Fundraising on Facebook
Jonathon D. ColmanAssociate Director, Digital MarketingThe Nature [email protected]/343.4345 x368
Follow me on Twitter!twitter.com/jcolman/
All plant characters and illustrations © (Lil) Green Patch