Care2 and Distributed Discussion Boards

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Care2 and Distributed Discussion Boards

• Andrew Stocking
• VP Business Development
• 275 Shoreline Dr. 150
• Redwood City, California 94065
• andy_at_earth.care2.com
• [phone] (ph)
• [phone] (cell)

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Part I Who is Care2
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Who is Care2 the largest progressive community
on the Internet who have come together to help
the environment and live a healthier lifestyle
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Care2 Community
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Care2 Demographics and Reach
Nielson//NetRatings (July 2004)
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Geographic Distribution
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Care2 Nonprofit Partners
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Types 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)

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Care2 Activist Lists

• Seniors Alerts 100k
• Faith and Values Alerts 50k
• Consumer Protection Alerts 60k
• Intl 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

• 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

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Care2 Audience Online Activism
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Passionate For Progressive Causes
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Sampling 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

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Part II Distributed Work
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The 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

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Social Networks The Progressive Community
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Social Networks The Progressive Community
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Building Community on Care2
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My Care2 Connect
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Meeting People Knowing Who They Are
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Kudos Member Karma
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C2C Statistics
Daily Posts to Discussion Boards (7 day average)
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Perusing the Groups
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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.
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My Connected Network
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Photo Sharing and Distributed Work Ex 4
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Social Networking Demonstrated
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.
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Getting 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?

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Geographic Distribution
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Geographic Distribution Distributed Work Ex. 1
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Care2 Geographic Distribution
Care2 Pop. Skew Relative to US Pop.
gt40
gt20
WA
gt10
ME
MT
ND
/- 10
OR
MN
VT
NH
ID
lt10
SD
MA
WI
NY
MI
WY
lt20
IA
PA
NE
lt40
NV
OH
IL
IN
UT
WV
CA
CO
VA
KS
MO
KY
NC
TN
OK
AZ
SC
NM
AR
GA
AL
MS
TX
LA
FL
HI
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To 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

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To 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

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To Consider Collaboration Experience

• Dashboard
• Contact information of partners
• Activity statistics

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Care2 Geographic Distribution
Care2 Pop. Skew Relative to US Pop.
gt40
gt20
WA
gt10
ME
MT
ND
/- 10
OR
MN
VT
NH
ID
lt10
SD
MA
WI
NY
MI
WY
lt20
IA
PA
NE
lt40
NV
OH
IL
IN
UT
WV
CA
CO
VA
KS
MO
KY
NC
TN
OK
AZ
SC
NM
AR
GA
AL
MS
TX
LA
FL
HI