care2 and distributed discussion boards
Post on 14-Jan-2016
48 Views
Preview:
DESCRIPTION
TRANSCRIPT
Care2 and Distributed Discussion BoardsCare2 and Distributed Discussion Boards
Andrew StockingVP Business Development275 Shoreline Dr. #150Redwood City, California 94065andy@earth.care2.com
(650) 622-0869 (ph)(510) 593-3938 (cell)
Part I: Who is Care2Part I: Who is Care2
Page 3
1 yahoo.com 18,646,000 46.712 amazon.com 1,245,000 15.3
850 care2.com 35,930 16.01,402 thehungersite.com 22,477 6.312,205 greatergood.com 2,553 8.122,695 enn.com 1,283 8.823,344 greenmarketplace.com 1,241 10.925,051 greenpeace.org 1,141 3.826,741 nwf.org 1,056 6.228,127 sierraclub.org 994 4.831,836 environmentaldefense.org 865 3.632,443 enature.com 845 11.446,176 tnc.org 560 4.747,728 worldwildlife.org 537 3.949,058 wcs.org 519 5.470,322 audubon.org 329 3.371,469 defenders.org 322 5.6
Rank Sitepage-views
(000's)minutes/user/
month
Who is Care2: Who is Care2: the largest the largest progressive community on the progressive community on the Internet who have come Internet who have come together to help the environment together to help the environment and live a healthier lifestyleand live a healthier lifestyle
Page 4
Care2 CommunityCare2 Community
Page 5
Care2 Demographics and ReachCare2 Demographics and Reach
Care2 Demographics
Education 67% college education or higher
Annual Household Income
65% greater than $75,000
Gender 75-80% women
Age 35 average age
Occupation* 58% Senior Mgmt
Region (US)* 56% East/West Coast
Pet Owners 80%
Vegetarian-leaning 25%
Total Membership > 5 million
Daily Visitors > 100,000
Monthly Uniques (US) > 1.2 million*
* Nielson//NetRatings (July 2004)
Democrat
Independent
Republican
42%
8%
50%
Party Identification
Age Breakdown
51+16%
41-5017%
13-178% 18-24
14%
25-3023%31-40
22%
Page 6
Geographic DistributionGeographic Distribution
AK
WA
ORID
MT
CA
NV
AZ
UT
WY
NM
CO
ND
SD
NE
KS
OK
TX
MN
IA
MO
AR
LA
WI
IL
MI
IN OH
KY
TN
MS AL GA
FL
SC
NC
VAWV
PA
NY
ME
HI
VTNHMA>40%
>20%
>10%
<20%
<40%
Care2 Pop. Relative to US Pop.
<10%
+/- 10%
AK
WA
ORID
MT
CA
NV
AZ
UT
WY
NM
CO
ND
SD
NE
KS
OK
TX
MN
IA
MO
AR
LA
WI
IL
MI
IN OH
KY
TN
MS AL GA
FL
SC
NC
VAWV
PA
NY
ME
HI
VTNHMA
>3%
2-3%
1-2%
0.5-1%
<0.5%
Absolute Care2 Pop.
Page 7
Care2 Nonprofit PartnersCare2 Nonprofit Partners
Page 8
Types of Nonprofit CampaignsTypes of Nonprofit Campaigns
Activism and Actions Direct Activism – public comments, corporate targeting (PetitionSite)
Lobbying Support (State targeting)
List Growth List Growth / Lead Generation (Registration Page, E-cards)
General Activism (PetitionSite)
Fundraising Indirect Fundraising (PetitionSite, Campaigns)
Direct Fundraising (Emails, Pop-ups, Cobranding)
General Branding (Impressions, Education)
Traffic Generation (Newsletters, Email)
Page 9
Care2 Activist ListsCare2 Activist Lists
Animals / Environment Alerts – 450k
Women Alerts – 290k
Human Rights Alerts – 260k
Eco-alerts – 220k
Animal Welfare Alerts – 220k
Progressive Politics Alerts – 180k
Health Alerts – 170k
Children Issue Alerts – 130k
Peace Alerts – 130k
Gay Rights Alerts – 120k
Global Warming & Energy Alerts – 120k
Seniors Alerts – 100k
Faith and Values Alerts – 50k
Consumer Protection Alerts – 60k
Int’l Politics & Justice – 35k
Education Alerts – 120k
Democrat Party – 90k
Green Party Alerts – 75k
Civil Rights & Liberties Alerts – 50k
Republican Party Alerts – 40k
Environmental Health – 8k
Media Alerts – Coming soon
Page 10
Care2 Audience: Online ActivismCare2 Audience: Online Activism
Page 11
Passionate For Progressive CausesPassionate For Progressive Causes
April 24, 2002
The Honorable ______ United States House of RepresentativeWashington, DC 20515
Dear Representative ______:
I am a [comment #1] from [STATE]. As someone who enjoys all types of winter activities ([comment #2]), I am against snowmobile use in parks because [comment #3].
I support the National Park Service decision to phase out snowmobile use from Yellowstone and Grand Teton National Parks. I support a snowcoach transportation system, which will minimize wildlife harassment, reduce air and noise pollution, and protect employee and visitor health and safety.
Please honor law, science, and the judgment of your own professionals by upholding the decision to restore Yellowstone and Grand Teton National Parks. Please select SEIS Alternative 1a.
Sincerely, Gina Altamura3218 Newark StreetNapa, CA 95016
I am a environmental engineer from California. As someone who enjoys all types of winter activities (hiking, snowshoeing, and skiing) I am against snowmobile use in the parks because the prevention of ecosystem disturbances is much more important than having some snowmobile fun! People should realize that!
Page 12
Sampling of Past Nonprofit Petitions On Care2Sampling of Past Nonprofit Petitions On Care2
Arctic Drilling Senate Vote Sponsor: Pew Wilderness Center
Target: U.S. Senate
Delivery Method: 106,000 Public Comments Collected and Delivered via email and hand
Living Wage for Coffee Growers Sponsor: Oxfam America
Target: Proctor and Gamble
Delivery Method: 7,000+ comment delivered via email
Snowmobiling in Yellowstone Sponsor: NPCA, NRDC, Sierra Club, Wilderness Society, SaveOurEnvironment
Target: Grand Teton and Yellowstone National Parks
Delivery Method: 68,000 Public Comments Delivered via email and mail
Support Fisheries Protection Act Sponsor: Marine Fish Conservation Network
Target: US Representatives From 6 Target States
Delivery Method: 6,000 Public Comments Delivered via lobbying effort
Stop Selling Chilean Sea Bass at Trader Joe's Sponsor: National Environmental Trust
Target: Richard Baltierra, Fish Buyer, Trader Joe's
Delivery Method: 4,000 Public Comments Delivered via fax
Part II: Distributed WorkPart II: Distributed Work
Page 14
The Value of Social Networking to NonprofitsThe Value of Social Networking to Nonprofits
Retention through increased loyalty Members see organization as part of their life; connections
Rapid Growth through increased viralness People are engaging their friends (higher quality new participant)
Better Personalization through connections and information Identify interests, major donors, language of engagement, best messengers
Distributed Work Fundraising (friends asking friends)
Messaging (viral campaigns)
Customer support
Group leadership
Community building
Page 15
Social Networks – The Progressive CommunitySocial Networks – The Progressive Community
Cat OwnersDefenders of Wildlife
Consumers Union
Oceana
New York Habitat for Humanity
Page 16
Social Networks – The Progressive CommunitySocial Networks – The Progressive Community
JohnKerry.comMoveOn.org
True Majority
Care2
DNC List
Page 17
Building Community on Care2Building Community on Care2
Page 18
My Care2 ConnectMy Care2 Connect
Page 19
Meeting People & Knowing Who They AreMeeting People & Knowing Who They Are
Page 20
Kudos & Member KarmaKudos & Member Karma
Page 21
C2C StatisticsC2C Statistics
Daily Posts to Discussion Boards
(7 day average)
Daily Posts to Group Forums
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
7/1
8/1
9/1
10/1
11/1
12/1 1/
12/
13/
14/
15/
16/
1
Total Number of Groups
-
1,000
2,000
3,000
4,000
5,000
6,000
4/2
7
5/2
7
6/2
7
7/2
7
8/2
7
9/2
7
10
/27
11/2
7
12
/27
1/2
7
2/2
7
3/2
7
4/2
7
5/2
7
6/2
7
Page 22
Perusing the GroupsPerusing the Groups
Page 23
Does Collaboration (Social Networking) Benefit Nonprofits?Does Collaboration (Social Networking) Benefit Nonprofits?
Question #1: If we took a group of 300 members and tracked their activism level, would it remain flat and be spread over more organizations (i.e., zero sum game) or would it increase?
Question #2: What effect do multiple group memberships and discussion board posts have on activism?
Results
Total activism doubled following the launch of Care2 Connect
Each post or new group membership results in a 2% increased likelihood to take action
Conclusion: As your members become more active in the community, the will become more active for your organization.
Page 27
My Connected NetworkMy Connected Network
Page 28
Photo Sharing and Distributed Work Ex #4Photo Sharing and Distributed Work Ex #4
Name: Nita Samson
I just wanted to write and tell you that I met my husband of 1 month and 2 weeks on you site. Out of all the dating sites that I have been on and then to find my soul mate on your site was a totally unexpected event. I want to thank you for allowing your members to share their thoughts with each other. Also I want to thank you for trying to save the wilderness that means so much to me.
Social Networking Social Networking DemonstratedDemonstrated
Page 30
Getting StartedGetting Started
How do I identify and create closer bonds with my best members?
What type of work can I distribute to these best members?
What type of technology can I implement to harness this energy?
Page 31
Geographic DistributionGeographic Distribution
AK
WA
ORID
MT
CA
NV
AZ
UT
WY
NM
CO
ND
SD
NE
KS
OK
TX
MN
IA
MO
AR
LA
WI
IL
MI
IN OH
KY
TN
MS AL GA
FL
SC
NC
VAWV
PA
NY
ME
HI
VTNHMA>40%
>20%
>10%
<20%
<40%
Care2 Pop. Relative to US Pop.
<10%
+/- 10%
AK
WA
ORID
MT
CA
NV
AZ
UT
WY
NM
CO
ND
SD
NE
KS
OK
TX
MN
IA
MO
AR
LA
WI
IL
MI
IN OH
KY
TN
MS AL GA
FL
SC
NC
VAWV
PA
NY
ME
HI
VTNHMA
>3%
2-3%
1-2%
0.5-1%
<0.5%
Absolute Care2 Pop.
Page 32
Geographic Distribution – Distributed Work Ex. #1Geographic Distribution – Distributed Work Ex. #1
AK
WA
ORID
MT
CA
NV
AZ
UT
WY
NM
CO
ND
SD
NE
KS
OK
TX
MN
IA
MO
AR
LA
WI
IL
MI
IN OH
KY
TN
MS AL GA
FL
SC
NC
VAWV
PA
NY
ME
HI
VTNHMA
>3%
2-3%
1-2%
0.5-1%
<0.5%
Absolute US Pop.
AK
WA
ORID
MT
CA
NV
AZ
UT
WY
NM
CO
ND
SD
NE
KS
OK
TX
MN
IA
MO
AR
LA
WI
IL
MI
IN OH
KY
TN
MS AL GA
FL
SC
NC
VAWV
PA
NY
ME
HI
VTNHMA>40%
>20%
>10%
<20%
<40%
Care2 Pop. Relative to US Pop.
<10%
+/- 10%
Page 33
Care2 Geographic DistributionCare2 Geographic Distribution
WA
ORID
MT
CA
NV
AZ
UT
WY
NM
CO
ND
SD
NE
KS
OK
TX
MN
IA
MO
AR
LA
WI
IL
MI
INOH
KY
TN
MS AL GA
FL
SC
NC
VAWV
PA
NY
ME
AK
HI
VTNHMA
>40%
>20%
>10%
<20%
<40%
Care2 Pop. Skew Relative to US Pop.
<10%
+/- 10%
Page 34
To Consider: User ExperienceTo Consider: User Experience
Remain in native website environment
View and browse the discussion threads and posts Each post shows name, affiliation, photo (if available)
Post on the board or start a new thread Setup Username, age, Password (and other info desired by Non-profit
such as state, zip, email address, mailing address, age, gender)
Browse simplified poster profiles For more information – open new browser window to see profile
Page 35
To Consider: Non-profit ExperienceTo Consider: Non-profit Experience
Integration with current membership system (if exists)
Incentive: Promotional opportunities (across all boards)
Incentive: List growth (from own membership)
Determine Moderation (some issues TBD) None
Moderator(s) can delete posts after they appear
Moderator(s) must approve all posts
Moderator(s) are only people to start a new thread
Dashboard (statistics and appearance)
Setup and operation fees
Page 36
To Consider: Collaboration ExperienceTo Consider: Collaboration Experience
Dashboard Contact information of partners
Activity statistics
Page 37
Care2 Geographic DistributionCare2 Geographic Distribution
WA
ORID
MT
CA
NV
AZ
UT
WY
NM
CO
ND
SD
NE
KS
OK
TX
MN
IA
MO
AR
LA
WI
IL
MI
INOH
KY
TN
MS AL GA
FL
SC
NC
VAWV
PA
NY
ME
AK
HI
VTNHMA
>40%
>20%
>10%
<20%
<40%
Care2 Pop. Skew Relative to US Pop.
<10%
+/- 10%
top related