This is a presentation on email list-growth by Justin Perkins, Director of Nonprofit Services at Care2.com. This covers options for paid and guerrilla marketing for nonprofit organizations.

1. Nonprofit Email List-growth Justin Perkins, Director of Nonprofit Services Copyright ©2008 Care2, Inc. All Rights Reserved. 06/06/09

5. CPA/CPL Advertising

7. Co-registration (Co-reg)

9. Banner/Display Ads

11. PPC & SEM

13. Guerilla Marketing

14. Social Network Widgets

16. Budget, List-Growth Rate, List Quality Page Low Quality High Quality Slow Growth (<1k/month) Rapid Growth (>8k/month) Collecting Opt-ins on your site ($) Large Targeted Community ($-$$) Viral Campaigns (priceless) General Portal ($-$$$) Canvassing/ Events ($$) Co-reg ($-$$$) Targeted List Swaps ($) Guerilla Marketing ($$ - $$$) List Append ($) CPM Advertising ($$$) SEM ($-$$$) Small Niche Community ($-$$)

18. Control Your Risk & Costs Copyright ©2008 Care2, Inc. All rights reserved 06/06/09 You can end up paying $105.63 or more for a single supporter. It’s less risky to maximize sites that guarantee CPL pricing, first.

19. Example of Media Buy Tracking (Fundraising Goal) Copyright ©2008 Care2, Inc. All rights reserved 06/06/09

20. Media Buy Tracking (Advocacy Goal) Copyright ©2008 Care2, Inc. All rights reserved 06/06/09

21. Care2’s Approach to CPL Advertising © Care2, Inc. p. Organizational Branding Care2 develops the content with Client’s logo and final approval This is the standard info set collected by Care 2. Comment box. This component is optional, and could be used to collect comments.

22. Promotion of Campaigns via email © Care2, Inc. p. Promotion Care2 sends millions of emails to our members to drive traffic to petitions sponsored by nonprofits.

23. Contextual, Permission-based Recruitment © Care2, Inc. p. Permission-based Marketing After signing a petition the user is given the option to sign up for your list.

24. Campaigns Without Advocacy: Pledge Organizational Branding Care2 develops the content with Client’s logo and final approval

25. Other Campaigns: Surveys & Polls Survey

26. Contextual Sign-ups: Care2 News Care2 News Network When a Care2 member shares a story they are then invited to sign up for a group that is relevant to the new topic they promoted.

27. Case Study: Children’s Defense Fund © Care2, Inc. Care2 Results: Recruited about 30,000 people from three campaigns focused on Child Health Care, and about 45,000 signatures from the three petitions.

30. Nonprofit Marketing Tips & Care2 Info © Care2, Inc. p. Justin Perkins Director, Nonprofit Services (303) 475-4827 [email_address] .com