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. Colman Associate Director, Digital Marketing The Nature Conservancy [email protected] 206/343.4345 x368 All plant characters and illustrations © (Lil) Green Patch
Fundraising on Facebook: A Case-Study on Cause-Related Marketing
Aug 17, 2014
A case study of cause-related marketing (CRM) as a method of fundraising and building general support and awareness for nonprofits marketing themselves on Facebook.
The Nature Conservancy is working with the developers of the (Lil) Green Patch application to donate a share of their advertising revenue to support the Conservancy's Adopt an Acre program, protecting rainforests in Costa Rica. Donations to the Conservancy are made via the Causes application on Facebook, an innovative method that builds trust and accountability for users of the (Lil) Green Patch application, who never have to leave Facebook to see that their use of the application clearly makes a difference.
Due to (Lil) Green Patch's support, The Nature Conservancy's Facebook Cause has raised over $36,000 to data while attracting over 20,000 total members.
This presentation will be given as part of the "Web 2.0 and Social Networks - Are We There Yet?" panel session at the AFP/DMAW "Bridge to Integrated Marketing & Fundraising" conference in Washington, DC on July 24, 2008. Learn more about the 2008 Bridge conference at http://www.bridgeconf.org/2008/
The panel will be moderated by Eric Rardin of Care2.com and will also include Marie Michelson of Greenpeace as well as Sarosh Syed of Save Darfur Coalition.
You can learn more about Jonathon Colman at http://www.jonathoncolman.org/
The Nature Conservancy is working with the developers of the (Lil) Green Patch application to donate a share of their advertising revenue to support the Conservancy's Adopt an Acre program, protecting rainforests in Costa Rica. Donations to the Conservancy are made via the Causes application on Facebook, an innovative method that builds trust and accountability for users of the (Lil) Green Patch application, who never have to leave Facebook to see that their use of the application clearly makes a difference.
Due to (Lil) Green Patch's support, The Nature Conservancy's Facebook Cause has raised over $36,000 to data while attracting over 20,000 total members.
This presentation will be given as part of the "Web 2.0 and Social Networks - Are We There Yet?" panel session at the AFP/DMAW "Bridge to Integrated Marketing & Fundraising" conference in Washington, DC on July 24, 2008. Learn more about the 2008 Bridge conference at http://www.bridgeconf.org/2008/
The panel will be moderated by Eric Rardin of Care2.com and will also include Marie Michelson of Greenpeace as well as Sarosh Syed of Save Darfur Coalition.
You can learn more about Jonathon Colman at http://www.jonathoncolman.org/
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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 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
» 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 Patch’s support for the Conservancy’s 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 Conservancy’s Cause on Facebook
» (Lil) Green Patch’s promotion of the Conservancy’s 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
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