3. • Largest community of
engaged people taking
action daily to support
causes they care about
Ranked among 150 most highly trafficked
U.S. web networks, by Quantcast
• Care2’s nonprofit clients also reach an additional 150 M people via Care2’s
revenue-sharing media partner program, which includes Mother Jones, AlterNet,
Ms. Magazine, eNature.com, The American Prospect, National Memo,
VolunteerMatch, LeftAction, Democrats.com and 200+ more partners
• 23 million members
• 75% Women
• Avg Age = 42
• Educated
• High HH Income
• Monthly unique audience
of 16 M people
About
Care2
4. Source: Target Analytics donorCentrics Q1 2013 Index of National Fundraising Performance
The Problem: Direct Mail Acquisition of New Donors Is
Declining
Consistent decline
since 2005
Nonprofits need new ways to find new donors
5. Online Donor Acquisition Strategies -- Compared
PRICE
VOLUME
SEM
Google
Grants
SEO
Email List
Sharing
Social
Media
Email
Append
Paid
Acquisition
7. Paid Acquisition – of Warm Donor Leads
• Goal = Recruit multi-channel donor prospects and
supporters who are warm – i.e. “pre-qualified” to boost
likelihood of conversion into actual donors
• Only pay for actual captured leads – not for “branding,”
“awareness,” impressions, exposure, advocacy, etc.
• Tap existing communities of people who already care about
my cause – preferably w/ good demographics, income, etc.
PLUSES
• High volume. High quality.
Fast. Proven model
• No real work involved, until
leads delivered
MINUSES
• Upfront cost
• You still must cultivate,
convert leads into donors
8. + =
• No duplicates. All leads are new to the nonprofit, not
supporters they had already
• Cost per lead pricing. Nonprofit pays only for actual leads
delivered
• Multichannel leads. Nonprofit receives email address AND
postal address. Sometimes phone numbers, too
Prequalified
“Warm”
Leads
Paid Acquisition Model (cont’d)
Behavioral
Targeting
Permission
Based
Marketing
9. Online Community of Engaged “Do Gooders” Who Take
Action Every Day to Support Causes
Behavioral segment that
cares about YOUR cause
Subset that
takes YOUR
branded action
Sub-
subset
that
signs
up for
YOUR
list
Multi-Channel Donor
Leads, Asking to be
in Relationship with
YOUR Nonprofit
Paid Acquisition Model (cont’d)
10. • The host of an online community
sends email alerts to members,
urging them to click through to
take actions
• Actions may be pledges,
petitions, surveys, polls,
quizzes, photo contests
How it Works
Paid Acquisition Model (cont’d)
11. The contact info captured includes full name, email,
street address, state and zip code.
• Landing page
features action
that member is
being urged to
take
• It includes the
nonprofit’s
branding and
approved
content
12. • After taking action, the person is invited to take the extra step of
signing up for the nonprofit’s email list
• The invitation to subscribe includes the nonprofit’s logo and a
sentence or two describing the content that the person will
receive
Paid Acquisition Model (cont’d)
13. October 2012 Event:
Hurricane Sandy Hits New
York and New Jersey Hard
• Huge news coverage
• Covenant House decided to
launch an “emergency donor
appeal” targeting (among
others) 40K just-recruited
Care2 members
“Seizing the Moment”
14. • Covenant House in
Sept/October of 2012
acquired 40K Care2
supporters
• CH received 624
donations, worth
$24,000, after 3 mo.
• 11 of the new donors
were monthly donors
• Total Cost = $70,000
• Profit = ($46,000)
• Investment per donor
acquired (after 3 mo.)
= $73.70
• ROI = Still negative
but trending well;
should turn positive
by Jan. 2014.
Covenant House Hurricane Sandy
Campaign - Results
15. Ongoing Major Event:
Civil War in Syria
• Huge news coverage.
• IRC decided to launch an
“emergency donor appeal”
targeting IRC supporters
and Care2 members
• Appeal sent in early
September 2013 (last
month)
“Seizing the Moment”
16. • Chaperoned, IRC-
branded email sent to
235,547 Care2 members
who took prior disaster
relief action
• 48,645 opens (21.08%
open rate)
• 1,288 clicks ( Click-to-
Open Rate = 2.59%, Click-
to-Sent Rate = 0.55% )
• 74 donations, worth
$7.733 (avg gift =
$104.50)
• Total Cost = $7,500
• Profit = $233
• ROI after 1 mo. = 3%
• All donors were new
donors for IRC
IRC Syria Campaign - Results
17. March 2013 Event:
Poachers slaughter 86
elephants in Chad
• Some news coverage by
The Guardian, National
Geographic, etc.
• IFAW decided to launch an
“emergency donor appeal”
targeting IFAW supporters
and Care2 members
“Seizing the Moment”
18. • Chaperoned, IFAW-
branded email appeal
sent to 276,705 Care2
members who had
taken action previously
to help wildlife
• 85,141 opens (30.77%
open rate)
• 4,456 clicks ( Click-to-
Open Rate = 5.23%,
Click-to-Sent Rate =
1.61% )
• 949 donations, worth
$34,712
• Total Cost = $10,000
• Profit = $24,712
• ROI = 147%
IFAW Elephant Campaign - Results
19. Trying to Shortcut the 2-Step Fundraising Process:
“End-of-Funnel” Donation Ask
• Petition action; good for advocacy AND acquisition
20. “End-of-Funnel” Donation Ask (cont’d)
• Shown AFTER supporter signs up for list – so lead captured already
• Avoids recruiting least likely prospects – prompts them to unsubscribe
• Good cultivation for ALL prospects to see – not just those who donate
• But typically very few prospects are ready to donate yet, at this point
