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Fundraising on Facebook: A Case-Study on Cause-Related Marketing
Apr 21, 2017
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #1 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: Are We There Yet?
Web 2.0 & Social Networks: Are We There Yet?
Case Study (Lil) Green Patch
Jonathon D. ColmanAssociate Director, Digital MarketingThe Nature [email protected]/343.4345 x368
All plant characters and illustrations (Lil) Green Patch
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #2 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: Are We There Yet?
1. The Market
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #3 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: Are We There Yet?
About Facebook.com
6th most-visited site on the Web [COMSCORE]
Over 80 million registered users, over 250k+ daily growth [FACEBOOK] Over 50% of users are out of college [FACEBOOK]
Fastest-growing demographic: users 25+ years of age [FACEBOOK]
Over 24,000 third-party applications built on open platform [FACEBOOK]
35MM+ unique visitors/month, 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 | [email protected]
24 July 2008
Slide #4 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: Are We There Yet?
I support natureand people!
2. The ApplicationAll plant characters and illustrations (Lil) Green Patch
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #5 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: Are We There Yet?
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 | [email protected]
24 July 2008
Slide #6 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: Are We There Yet?
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #7 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: Are We There Yet?
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #8 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: Are We There Yet?
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #9 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: Are We There Yet?
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #10 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: Are We There Yet?
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #11 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: Are We There Yet?
3. The Cause
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #12 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: Are We There Yet?
Causes on Facebook
Third-party application developed on Facebooks 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
Online donations conducted securely through Network For Good
8.34MM total installs, 83K daily active users (1%)
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #13 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: Are We There Yet?
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #14 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: Are We There Yet?
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #15 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: Are We There Yet?
The Results
(Lil) Green Patchs support for the Conservancys Adopt an Acre program allows us to preserve over 29MM square feet of rainforest in Costa Rica
Since February 2008, (Lil) Green Patch has donated over $33,000 to the Conservancys Cause on Facebook
(Lil) Green Patchs promotion of the Conservancys Cause has helped us in recruiting over 20,000 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 | [email protected]
24 July 2008
Slide #16 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: Are We There Yet?
4. What Can You Do?
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #17 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: Are We There Yet?
Facebook Social Cause Marketing 101
Search for your brand, trademarks, CEO and/or celebrities
Join or add groups, Causes, applications, or other venues where you might already be mentioned
No Cause? No problem start one now! Also build a Fan Page.
Reach out to people mentioning your organization and issues; recruit them for your Cause and Page
Solicit support and CRM agreements from popular applications
Remember: encourage community growth first, fundraising second
Jonathon D. Colman, Associate Director, Digital Marketing at The Nature Conservancy | [email protected]
24 July 2008
Slide #18 of 18
2008 Bridge Conference > Web 2.0 & Social Networks: Are We There Yet?
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
http://twitter.com/jcolman/
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