Download - Fundraising 2.0: A New Model for Fundraising on Facebook

Jonathon D. Colman: Associate Director, Digital Marketing at The Nature Conservancy

September 30, 2008

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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


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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


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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


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Note strong value proposition and mention ofthe Conservancy’s Adopt an Acre program


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Users of (Lil) Green Patch can make a difference for nature by taking a simple action… and without spending any money


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Users given cues to keep participating in the game, which both create community and drive advertising impressions


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Soon after its introduction, (Lil) Green Patch became one of the most popular apps on Facebook and still is today


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Not just a game, but a business: around one million peopleuse (Lil) Green Patch every single day


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Key demographic points: users tend to be female, well-connected, use media-centric apps, and are out of college


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Estimates state that (Lil) Green Patch’s users could bedriving up to $165,000 in advertising revenue each month


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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%)


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(Lil) Green Patch has donated over $67,000 to the Conservancy, making us the 3rd highest performing nonprofit on Facebook


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(Lil) Green Patch has also attracted thousands of new users to join the Conservancy’s cause, increasing our reach and impact


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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


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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