Facebook Market Analysis

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Facebook and Non-Profits

direct intelligence Convergence Marketing Strategies

FACEBOOK AND NON-PROFITS

Social networking sites are online outlets used to form communities based around particular interests. For example, Friendster started as a simple way to connect with friends, Myspace started around a focus on music, LiveJournal around personal blogging, and Facebook around colleges and connecting with classmates. Facebook has been around for a few years, but only recently has become the biggest and fastest growing online social networking site. It was started in 2004 by a Harvard student as a way to connect with classmates and soon expanded to open up its community with other universities in the United States. Until 2006 you had to have a valid school email address to even join. This requirement would place members in a particular network for communicating. For example, a student at UC Berkeley would be in the network called Berkeley. It would then be simple to see what events and activities were going on in your community. In 2006 Facebook opened its doors to everyone over the age of 13. At this point, the site really took off and no longer just focused on the college crowd.

WHAT IS THE CURRENT FACEBOOK AUDIENCE? There are more than 160 million active users on Facebook and it’s growing every day. In the United States alone, there are more than 45 million members. Of these, 25.5 million defined themselves as female and 19 million as male. Your target audience is online, and on Facebook.

Here is the breakdown of those users that reported their age in the U.S.:



• • • • • •



Some other fun facts about U.S. users on Facebook:



• •



13-18 year-olds: 19-25 year olds: 26-35 year olds: 36-45 year olds: 46-55 year olds: 56-65 year olds:



8.2 million 16.6 million 11.6 million 4.8 million 2 million 1 million

more than 5 million state they are college graduates more than 7.9 million state they are in college

direct intelligence Convergence Marketing Strategies

FACEBOOK AND NON-PROFITS



• • •

about 4.5 million people list California as home 98,000 members list the environment as an interest 171,000 list health as an interest

Want to see if your target audience is on Facebook? You can sort by country, state, city, sex, age, keywords, education, workplace, and/or relationship status. To do so, go to http://www.facebook.com/ads/create/. Use “Step 3: Reach the exact audience you want” to see.

CONNECTING TO PEOPLE ON FACEBOOK Facebook always allowed ways to form communities through networks and by creating Groups. In recent years, it also began offering other ways to network such as through Pages and Causes, and began allowing externally-developed applications and information into the community. For example, you can play Scrabble in Facebook, read about the work of your favorite nonprofits, and when you rate a restaurant on Yelp or a movie on Netflix, you can have it link to your account. If a user chooses to allow it, this information is put on their page or Mini Feed and fed to their friends via the News Feed. At the end of 2007, Facebook also started allowing paid ads into the community.

NEWS FEEDS and MINI FEEDS News Feeds appear on a person’s homepage. It lists what’s been happening among friends. Have they given money to a cause or broken up with their partner? This is where a person gets many of their updates on their online friends’ lives. If you are marketing a message or an organization, this is where you want to be. It is a very important way to get your message out into the Facebook world. So how do you get a message into a News Feed anyway? This is through Mini Feeds. A Mini Feed is a personal feed that just shows information about one person’s activities. It shows if anything has changed recently on their profile, if they’ve joined any new groups or causes, or if they’ve updated any content or added new content. This is what gets pulled into a News Feed. If the individual doesn’t want any stories

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Facebook | Home

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Erica Gulseth I want to save the baby polar bears!! :(. FACEBOOK AND NON-PROFITS 2

Applications

Home

Profile

Friends

Wall

Inbox

Info

Photos

Erica Gulseth

Settings

Online (15) LogoutFriends Search

Update Status

An example of a News Feed: Erica I want to save the baby polar bears!! :(.

6 hours ago - clear

What are you doing right now?

News Feed

Status Updates

Photos

Posted Items

Live Feed

Boxes

Share Link

Causes

via Twitter - 6 hours ago clear

Hug Me

Add Photos

Elbow Tap

Causes

AnWhat example Mini Feed: are you doingof rightanow? Requests

1 friend suggestion 1 (lil) green patch request

Today

All Posts

Advertise

Post

2 event invitations

Posts by Erica

Posts by Others

Settings

Unique Engagement Rings

Erica became a fan of The Humane Society of the United States.

Ben De Leon is updating his blog: http://benlinus.blogspot.com. 8 minutes ago - Comment

Applications

John Scarpulla pondering the complexity of the bulgina. 21 minutes ago - Comment

Events

John Bell at 6:41pm January 24 i always thought it was "ballgina"

Non-Profit - 49,319 fans

Comment Mobile

Write a comment...

Edit

The HSUS is the nation's Groupslargest and most powerful animal welfare organization. We work in the United States and abroad to protect all animals. We ce... Marketplace

Photos

Page Manager

more

Stephanie Katz mentioned Erica in her note harmony cellers saturday night :). - Comment - Show Comments (1)

Aaron Lutze just stomped the long manual line at Woodward first try, no warm up!

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22 minutes ago - Comment

Erica I want toFlight saveofthe polar bears!! :(. via Twitter the baby Conchords 12:25am - Comment

It’s back to business time Sundays at 10pm – only on HBO. Anthony Komaromi at 12:30am January 25 What happened to them?

Elys Claire was tagged in an album. halloween 15 photos by Holli Styles (Portland, OR)

Show 3 more comments... Date: January 25 at 10:00pm Location: Jason HBO Lopez at 1:39am January 25 Attendees: (1 friend) I'm 4,043 doing people this topic for a report for school. Have any RSVP: research I can steal? ;) Yes Maybe No Ryan Dorp at 6:10am January 25 Britt Card is attending. You should save Mr. Splashy Pants as well! http://en.wikipedia.org/wiki/Mister_Splashy_Pants

Steve Schuitt uploaded a new video. Jan 24, 2009 5:49pm by Steve Schuitt 1:15 Added 51 minutes ago

Dana Gulseth - poke back | remove Inga Beck mentioned Erica in her note 20 Random Things. - Comment - Show Comments (8)

Events and Birthdays

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Melody McCoy celebrated change with you using SocialCalendar. Today, January 24 at 10:00pm YOUNGBLOODZ W/ ELI GLAD, LXNDR, NEW YOUNGSTARZ

Jack Forder became a fan of Tribe Called Quest. Musician - 17,463 fans

Tomorrow Angie Schwartz and Dan Atherton Comment - View Gift - Celebrate Change - Give Another Gift Monday Neal Martin

A Tribe Called Quest is a critically acclaimed and highlyinfluential American hip-hop group, formed in 1988. The group is composed of rapper/producer... Comment - Become a Fan - See more Pages

Casey Roncoroni wrote at 4:26am People You May Know Thanks!! =) Wall-to-Wall - Write on Casey's Wall Brad Hodges

Cara Hirsch was tagged in an album. 30th Birthday 26 photos by Matthew Bullock (Claremont Colleges) Location: Sacramento Cedar Kyes is happy to see snow again today...riding tomorrow! ;).

Jan 23

Stephanie Lindloff wrote a new note.

25 things - you've been tagged! Rules: Once you've been tagged, you are supposed to write a note with 25 random things, facts, habits, or goals about you. At the end, choose 25 people to be tagged. You have to tag the person who tagged you. If I tagged you, it's because I want to know more about you. In this note: Erica Ringewald

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Add as Friend 20 Random things - my version Once you've been tagged, you are supposed to write a note with 20 random things, facts, habits, Unger or goalsMelissa about you. At the end, choose 25 people to be tagged. You have to tag the person who Add as tagged you. If IFriend tagged you, it's because I want to know more about you. You and Melissa both went to Simons Comment Rock.

from their Mini Feed available to see, they can choose to remove them from their profile, which removes them from the News Feed as well. Getting and staying in a Mini Feed can get your message permanently on someone’s personal page and pushed out to their friends’ homepage. So how does one get into the Mini Feed? If a member joins your group, adds your page as a favorite, signs your petition, donates to your cause, updates their status with your message, or any number of different activities, a story will be http://www.facebook.com/home.php? added to their Mini Feed/personal page letting their circle of friends and networks know about it. about an hour ago - Comment

Say "I love you" with a gorgeous promise ring from Robbins Brothers. Shop our huge selection today!

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PokesWrite a comment... You were poked by:

Yesterday

Give Her Your Promise

Mike Sellers at 3:34am January 24 Laura Ryan Add as Friend You and Laura both went to Simons Rock.

Invite Your Friends

Invite friends to join Facebook.

Comment - Continue Reading

Anne Dillenbeck at 9:23am January 24 Um, ok, how do I do this tagging thing..I like yours--did you do it all at once or did you write in sections? Can you edit it later? Where do you find the time? I am supposed to be working and need to call my sis and my mom today--catch-up call with Chrissie and duty call to Mom.

Find Your Friends

close

To find people you know who are already using Facebook, check out the Friend Finder.

Stephanie Lindloff at 9:27am January 24 I did it over the morning while watching the Aussie Open. :) Just kept the window up on my computer and added to it

GROUPS Anyone can create a group on Facebook. Groups can be based around anything— shared interests, activities, or an organization for example. The benefit of http://www.facebook.com/home.php? 1/23/2009 groups is that all your supporters are in one place. You can message them all, invite them to events, show them links, photos or videos, and get them involved. It is also interactive, letting people write messages, contribute to discussions, upload photos



direct intelligence Convergence Marketing Strategies

1/23/200

FACEBOOK AND NON-PROFITS

and more. A nice aspect of having a group is that you can control its content, invite members to join, and moderate anything associated with that group. When someone joins a group, writes a message on a group page or attends an event, a story is created on their Mini Feed. All users also have a Groups application page that displays their recently updated groups as well as groups their friends have Facebook | Join (RED) -- End AIDS in Africa joined recently.

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An example of a Group: Applications

Home

Profile

Friends

Inbox

Erica Gulseth

(16) Settings Online LogoutFriends Search

Join (RED) -- End AIDS in Africa Global

Basic Info Type: Description:

View Discussion Board Common Interest - Politics From joinred.com --

Join this Group

Advertise

Make it a Career

Share THE (RED) MANIFESTO All things being equal, they are not. As first world consumers, we have tremendous power. What we choose to buy, or not to buy, can change the course of life and history on this planet. (RED) is that simple an idea. And that powerful. Now, you have a choice. There are (RED) credit cards, (RED) phones, (RED) shoes, (RED) fashion brands. And no, this does not mean they are all red in color, although some are.

PAGES

If you buy a (RED) product or sign up for a (RED) service, at no cost to you, a (RED) company will give some of its profits to buy and distribute anti-retroviral medicine to our brothers and sisters dying of AIDS in Africa. We believe that when consumers are offered this choice, and the products meet their needs, they will choose (RED). And when they choose (RED) over non(RED), then more brands will choose to become (RED) because it will make good business sense to do so. And more lives will be saved.

Group Type This is an open group. Anyone can join and invite others to join. Admins „ T Greg Doucette (N.C. State)

Turn your passion for arts into a successful career. Find flexible design schools and programs. Sign up for schools today.

Related Groups Barack Obama (One Million Strong for Barack) Common Interest - Politics

Join to support Breast Cancer Once people began bringing their businesses and organizations onto Facebook, Awareness Month. Organizations - Non-Profit Organizations the site created (RED) what known Pages. arestuff. advertised as the “complete is notare a charity. It is simplyas a business model. They You buy (RED) We When I was your age, Pluto was a get the money, buy the pills and distribute them. They take the pills, stay alive, planet. continue to taketo careshowcase of their famlies andyour contribute socially and solution withinand Facebook business, band orCommon brand.” are harder Interest -Pages Science economically in their communities. For Every 1,000 that join this group I to connect people asgetyou can’t within a topage click, invite friends the way will donateyour $1 for Darfur. If theyto don't the pills, they die.be We don't want them die. We and want to give Organizations - Non-Profit Organizations them the pills. And we can. And you can. And it's easy. you can with a Group, but once they are associated with you,Ifyou can connect you remember this you grew upto in them All you have to do is upgrade your choice. the 90's Just for Fun - Totally Random Contact Info easier when you have updates. This is your organization’s chance to be the ultimate resource to the consumer, aka fan, on your organization or industry. When a Page is updated with new information, all fans, as they are called, are informed of the changes and updates. If you update your Page regularly, a fan will constantly be nudged, in an unobtrusive manner, to your site to see your changes.

Like Groups, Pages are free and allow members to interact with your product, organization, etc. When a fan interacts with your Facebook Page, stories linking to your Page are sent to their friends via the News Feed. As these users click through and

http://www.facebook.com/s.php?init=q&q=humane+society&ref=ts&sid=6b9671ee5a0bda39111d33f8dd5f76a0

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1/23/2009



FACEBOOK AND NON-PROFITS

interact with your Page, News Feed keeps driving word-of-mouth to a wider circle of fans is to advertise your Page to a wider audience using a pay-per-click or a pay-per-view approach.

Facebook | TheAnother Humane Society United States friends. way of tothe increase your

Applications Home An example of aProfile Page:Friends

Inbox

Erica Gulseth

The Humane Society of the United States

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(16) Settings Online LogoutFriends Search

Browse more non-profits

ca Gulseth

Become a Fan

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Add to my Page's Favorites View Updates Share

Online Friends (12)

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Founded:

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Erica Gulseth Wall

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Website: Company Overview:

http://www.humanesociety.org The HSUS is the nation's largest and most powerful animal work the United I want to save the baby polarwelfare bears!!organization. :(. via Twitter - We 6 hours ago in clear States and abroad to protect all animals.

Photos

Update Status

Boxes

Causes

Share Link

What are you doing right

Hug Me

We celebrate the human-animal bond, and fight animal cruelty and abuse in all its forms. Add Photos

Elbow Tap

Causes

If you have a question regarding this page or anything on it, please email us at [email protected] or [email protected].

Advertise

Post

An example of a what someone’s friends see when they become a fan: Unique Engagement All Posts The animals thank you!

Today

Posts by Erica

Posts by Others

Settings

Rings

Erica became a fan of The Humane Society of the United States. Non-Profit - 49,319 fans The HSUS is the nation's largest and most powerful animal welfare organization. We work in the United States and abroad to protect all animals. We ce... Comment Stephanie Katz mentioned Erica in her note harmony cellers saturday night :). - Comment - Show Comments (1)

Unlike any other ring. View the new engagement rings and wedding bands from the Verragio's Paradiso and Insignia collections now.

Erica I want to save the baby polar bears!! :(. via Twitter 12:25am - Comment

Give Her Your Promise

ADVERTISEMENTS Anthony Komaromi

at 12:30am January 25

http://www.facebook.com/s.php?init=q&q=humane+society&ref=ts&sid=6b9671ee5a0bda39111d33f8dd5f76a0 What happened to them? Show 3 more comments...

Advertisements on Facebook were first allowed in November of 2007. They Jason Lopez Say "I love you" with a I'm doing this topic for a report for school. Have any gorgeous promiseplacement ring from research I canan steal?extremely ;) initially had low click-through rate, but better and more Robbins Brothers. Shop our huge selection today! Ryan Dorp directed marketing You should save Mr. Splashy has Pants asput well! them on par with Google AdWords’ success. You can choose http://en.wikipedia.org/wiki/Mister_Splashy_Pants to advertise a Page, Group, Event, or Application within Facebook or an outside web Super Weightloss Foods Write a comment... link, such as your website or advocacy center, a donation page, etc. at 1:39am January 25

at 6:10am January 25

Yesterday

Inga Beck mentioned Erica in her note 20 Random Things. - Comment - Show Comments (8)

Melody McCoy celebrated change with you using SocialCalendar.



direct intelligence

Convergence Comment - View Gift - Celebrate Change - Give Another Gift Marketing Strategies Casey Roncoroni wrote at 4:26am Thanks!! =)

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1/23/2009

FACEBOOK AND NON-PROFITS

Page 2 of 4

Facebook | Erica Gulseth Page 2from of 5 The best way to advertise on Facebook is through word of mouth (free!)

your online friends or fans via their actions and News Feed stories. Ads are less Online Friends (11) effective, but can help you spread the word even further by reaching a larger audience. Applications December With Facebook Ads, you choose the graphic and text of yourOnline ad,Friends and(12)select when 2008 Created about 2 of 4you can up your click through rate weeks ago Facebook shows it to your target users. A Page way 2that i heart h I want to save the baby :(. permaculture ispolar bybears!! having Facebook add information about a viewers’ friends’ interactions with your and crunchy Photos Boxes summers Causes Hug Me Facebook Page. See below for an example. This can help you drive customer awareness Updated about 2 weeks ago Online Friends (11) Status Share Link ofAdd Photosmessage Elbow Tapand Causes your product. 1

via Twitter - 7 hours ago clear

e you doing right now?

Advertise

Post

Create a Profile Badge

Page 2 of 4

Eric Reid is a fan of Gavin

by Erica Posts by Others Settings Erica Posts Gulseth I want to save the baby polar bears!! Newsom. :(. via Twitter - 7 hours ago clear

All Posts

ca is now friends with Kim Perrin. - Comment Photos h I want to save the baby polar bears!! :(.Wall via Twitter - Info 7 hours ago clear

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Style. Location. Price. Posts by Others

Settings

Do you love sailing?

Today

ephanie Katz mentioned Erica in her note harmony cellers saturday night :). All Posts Posts by Erica by friends Others with Settings Erica Posts is now Kim Perrin. - Comment omment - Show Comments (1) More Ads - 7 hours ago clear

Priced from $249k. Walkscore rated 97. Central to BART, Chinatown. Why Ads can be placed within News Feeds and in a right hand column on Facebook rent? You can own! 2 stops, 12 min. Save $200k. referred to as Ad Space. Examples are below:

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25am - Comment Non-Profit - 49,322 fans ica became a fan of The Humane Society of the United States. The HSUS is the nation's largest and most powerful animal welfare Anthony Komaromi at 12:30am January 25 organization. We work in Join the United States Non-Profit - 49,321 fans us as we buildand theabroad to protect all happened to them? Tap WhatCauses animals. We ce... largest sailing community. The HSUS is the nation's largest and most powerful animal welfare organization. We work in the United States and abroadComment to protect all how 3 more comments... Advertise Post animals. We ce...

ommentJason Lopez at 1:39am January 25 Stephanie Katz mentioned Erica in her note harmony cellers saturday night :). Scholarships for Artists Do you love sailing? - Comment - Show Comments (1) I'm doing this topic for a report for school. Have any s by Ericaresearch Posts byI Others Settings can steal? ;) ephanie Katz mentioned Erica in her note harmony cellers saturday night :).

Erica I want to save the baby polar bears!! :(. via Twitter -

Comment - Show Comments (1) Ryan Dorp at 6:10am January 25

rica

You should save Mr. Splashy Pants as well! I http://en.wikipedia.org/wiki/Mister_Splashy_Pants want to save the baby polar bears!!

12:25am - Comment

:(. via Twitter -

Anthony Komaromi at 12:30am January 25 What happened to them? Turn your passion into a Anthony Komaromi at 12:30am JanuaryJoin 25 us as we build the Write a comment... successful career. Land a largest sailing community. Show 3 more comments... ful animal welfare What happened to them? valuable degree in fine art, broad to protect all fashion or Jason Lopez at 1:39am Januarygraphic, 25 Show 3 more comments... multimedia design. (8) ga Beck mentioned Erica in her note 20 Random Things. - Comment - Show Comments I'm doing this topic for a report for school. Have any

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Scholarships for Artists

Jason Lopez at 1:39am January 25 I'm doing this topic for a report for school. Have any aturday McCoy night :).celebrated Melody change with you using SocialCalendar. research I can steal? ;) Ryan Dorp at 6:10am January 25

A design to be held.

:(. via Twitter You should save Mr. Splashy Pants as well!

The new BlackBerry® Curve™ 8900 is coming to T-Mobile®. Fans find out first.

research I can steal? ;)

Ryan Dorp at 6:10am January 25 Pilot Shop You should save Mr. SplashyPilotMall Pants as well! http://en.wikipedia.org/wiki/Mister_Splashy_Pants

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http://en.wikipedia.org/wiki/Mister_Splashy_Pants Write a comment... omment - View Gift - Celebrate Change - Give Another Gift Turn your passion into a successfulYesterday career. Land a We offer 4,000 pilot supplies Write a comment... valuable degree in fine art, prices. Randomlow Things. - Comment - Show Comments (8) graphic, fashion or Inga Beck mentioned Erica in her noteat20everyday Casey Roncoroni wrote at 4:26am Receive a free gift with your multimedia design. hanks!! =) first purchase. Garmin, ga Beck mentioned Erica in herWall note 20 Random Things. - Comment - Show Comments (8) Wall-to-Wall - Write on Casey's D.C. and more. Melody McCoy celebrated changeLightSPEED, with you using SocialCalendar. y

Ads can have a graphic—highly recommended—or just text. Titles can have up Complete 1 offer from partners like eBay orThe NetFlix best to 25 characters of text, and the body of the ad can have up to 135 characters. and get 5 friends to do the same. Over $2,400,000 part about ads is that you can target the exact audience you are interested data already given in away.using Claim yours! PilotMall Pilot Shop Melody McCoy celebrated change with you using SocialCalendar. 0 Random things - my version from country, state, city, sex, age, keywords, education, workplace, interests, and/or More Ads nce you've been tagged, you are supposed to write a note with 20 random things, facts, habits, goals about you. At the end, choose 25 people to be tagged. You have to tag the person who Comment - View Gift - Celebrate Change - Give Another Gift More Ads status. They can run continuously or for an exact start and end date. gged you. If I tagged you, it'srelationship because I want to know more about you.

mment Comment - View Gift - Celebrate Change - Give Another Gift We offer 4,000 pilot supplies Casey Roncoroni wrote at 4:26am Mike Sellers at 3:34am January 24 at everyday low prices.Thanks!! =) i already knew all of this. Receive a free gift withWall-to-Wall your - Write on Casey's Wall Casey Roncoroni wrote at 4:26am first purchase. Garmin, omment Show (8) how 4-more comments... Thanks!! =) Comments JanD.C. 23 and more. LightSPEED, Wall-to-Wall - Write on Casey's Wall 20 Random things - my version Lisa Gulseth at 7:57pm January 24 alCalendar. Once you've been tagged, you are supposed to write a note with 20 random things, facts, habits, More Ads 0 Random things - my version or goals about you. At the end, choose 25 people to be tagged. You have to tag the person who tagged you. If I tagged you, it's because I want to know more about you. nce you've been tagged, you are supposed to write a note with 20 random things, facts, habits, goals about you. At the end, choose 25 people to be tagged. YouComment have to tag the person who gged you. If I tagged you, it's because I want to know more about you. omment



This is the perfect opportunity to advertise a simple, eye catching call-to-action

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Mike Sellers at 3:34am January 24 i already knew all of this.



FACEBOOK AND NON-PROFITS

such as a petition, advocacy campaign or other time-sensitive action, or a product with that user in mind. Like with anything online, make your product useful to the consumer and they will help you sell it further.

CAUSES Causes is currently the main way that Facebook members associate and reach out to nonprofits. Anyone can create a cause, donate to one, ask their friends to Page become Facebook | Causes | The Trust for Public Land 1 of 2 members and donate, take action by signing a petition, or donate their status to a cause. It can help to supplement your fundraising and organizing efforts in an interactive way. Applications

Home

Profile

Friends

Bookmark Causes Inbox

Erica Gulseth

Settings

Online (15) LogoutFriends Search

An example of a donated status: Jenni supports the League of Women Voters’ work. Visit www. Causes Home

Find Causes

Your Causes

Causes Account

leagueofwomenvoters.org to learn more.

About

Help

Search Causes Advertise

Casey Roncoroni: "I'm turning 24 in 364 days! Please grant my birthday wish by donating to VDay." Learn More

An example of a Cause page:

Kick Start Your StartUp

The Trust for Public Land Meet VCs and successful Bay Area entrepreneurs at this networking and coaching workshop, featuring Chill's Best of the Bay desserts!

The Trust for Public Land conserves land for people to enjoy as parks, gardens, and other natural places, ensuring livable communities for generations to come. Beneficiary:

Donations to the cause benefit: THE TRUST FOR PUBLIC LAND A 501(c)(3) nonprofit

Welcome to Japan

View Fundraising History

Invite Donate View Members Positions:

View Past Announcements

Every child deserves a safe place to play close to home.

Share

See Extended Info

How You Are Helping

At least once in your lifetime, visit Japan. Visit Japan's official travel website for more information.

89 members recruited

480

$0 donated

$1,524

MEMBERS

DONATED

Invite

Donate

Mariana Maya Photography

$96 raised Go to Your Action Center

Donor Matches Create a Donor Match | See All

Your Fundraising Pledge You do not have a personal fundraising pledge.

How People Are Helping

Pledge to Raise

Wedding and lifestyle fine art. Babies turn into adults before you know it. Capture it now!

Kristina Johnson joined the cause. 12:55am tomorrow Your Recruit Activity Trisha Kehaulani Watson joined the cause. 12:38pm

Kristina Johnson joined the cause. 12:55am tomorrow

David Thiebaud joined the cause. 11:40am January 22nd, 2009

Thank Kristina Forrest Arakawa joined the cause.

Marc Hoess joined the cause. 8:23am January 22nd, 2009

12:03pm January 21st, 2009

Thank Forrest Marie Thiebaud joined the cause. 5:14am January 22nd, 2009

Casey Roncoroni joined the cause. See More

Thank Casey Eric Reid joined the cause. 12:27am

Hall of Fame See All Recruiters

Donors

Fundraisers

1.

Erica Gulseth

2.

Hsiao-Wen Shih 45 recruits

2.

Brian Dougherty

2.

Erica Gulseth

3.

Carisa Jurgens Turner

3.

Greg Chelius

3.

Nancy Biskovich

89 recruits

1.

Matthew G Trifiro

1.

$1,000 donated

17 recruits



1:47am January 21st, 2009

$100 donated

$100 donated

Matthew G Trifiro

$100 raised

direct intelligence Convergence Marketing Strategies

January 21st, 2009

Thank Eric Jason Lopez joined the cause. 12:17am January 19th, 2009

Thank Jason

$96 raised

$58 raised

How Your Friends Are Helping Your friends have no recent activity. Email Friends in the Cause

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FACEBOOK AND NON-PROFITS

One positive aspect of Causes is that each individual controls how they relate to your cause. They control how to fundraise for you if they choose, or how to let their friends know about their favorite causes. They are then rewarded for their work via a listing as a top recruiter or top fundraiser for their contacts and other members to see. A downside is that if your organization receives a donation through this application, you are not given the full donor information you would normally want out of a membership program and thus it is harder to stay in contact with them and retaining their support. One way around this is to message the members of your cause with an external link to a donation page.

OTHER APPLICATIONS Causes, Groups, and Pages are all examples of Facebook applications. In simple terms, applications are enhancements that users can add to their profiles to improve their interactions with friends and networks. In May 2007 Facebook began allowing outside developers to create applications that interact with the core features on Facebook. All applications must maintain the look and feel customized to Facebook settings using the Facebook Markup Language. By July of 2008, over 33,000 apps had been created. The most successful are ones that people find value in, such as Causes where users can highlight and promote their favorite nonprofits. Unless you have a specific product that is highly desired by users, than plugging into an existing application such as Causes, and creating a Page, Event and/or Group and keeping these updated with resources and new content is a much more effective use of time and money by an organization.

BEST PRACTICES Nonprofits will always have limited resources, so what are the most efficient ways to connect to supporters and fans online? The trick in this day and age to connecting with supporters is to meet them on their turf. If they are on Second Life, Myspace, Facebook, Twitter, etc., make your organization available to them via these

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platforms. They will help you grow your supporters and fanbase. Providing them with something useful and interactive such as a game, a petition to sign and promote, or serving as a source for reliable information can increase interest and promotion in your cause ten-fold. Start by making a presence on Facebook. Facebook is the number one social networking site in the world. Create a Page and Group and let your supporters and employees know about it. Ask them to invite their friends and other supporters. Include a link on your website and in your email communications. Then keep the pages updated with fresh content and interactive materials. Remember that it is very easy to embed links to articles, video, sound, and photos in Facebook. Take advantage of this. If done right, your message will spread to new supporters in a relatively short period of time. If you are able to be a source to your online supporters, they will just through their use attract new supporters and interest. One day you may think about testing with ads and applications, but for many organizations this is the low cost and most effective way to engage with people on Facebook, and the minimum needed to have a healthy online presence in this arena. This strategy is a starting off point. The most effective online strategies must be created specifically to each organizations needs and audience. There is undoubtedly a Facebook strategy right for your organization and the right expert can find it and apply it effectively.

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Direct Intelligence provides convergence marketing strategy and planning to organizations striving to integrate emerging Web 2.0, mobile and social networking technologies into their traditional direct marketing efforts.

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