Care2 and Distributed Discussion Boards

1. Care2 and Distributed Discussion Boards Andrew Stocking VP Business Development 275 Shoreline Dr. #150 Redwood City, California 94065 andy@earth.care2.com (650) 622-0869 (ph) (510) 593-3938 (cell)

2. Part I: Who is Care2

3. Who is Care2: the largest progressive community on the Internet who have come together to help the environment and live a healthier lifestyle

4. Care2 Community

5. Age Breakdown Party Identification Democrat 50% Independent 42% 8% Republican Care2 Demographics and Reach * Nielson//NetRatings (July 2004)

6. Absolute Care2 Pop. WA ME MT ND OR MN VT >3% NH ID SD MA WI NY MI WY 2-3% IA PA NE NV 1-2% OH IL IN UT WV CA CO VA 0.5-1% KS MO KY NC <0.5% TN OK AZ SC NM AR GA AL MS TX LA FL Care2 Pop. Relative to US Pop. WA ME MT ND OR MN VT >40% NH ID SD MA WI NY MI WY AK >20% IA PA NE NV OH >10% IL IN UT WV CA CO VA KS MO +/- 10% KY NC TN <10% AK OK AZ SC NM AR <20% GA AL HI MS TX <40% LA FL HI Geographic Distribution

7. Care2 Nonprofit Partners

8. 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)

9. Care2 Activist Lists • 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 • 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

10. Care2 Audience: Online Activism

11. 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! April 24, 2002 The Honorable ______ United States House of Representative Washington, 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 Altamura 3218 Newark Street Napa, CA 95016 Passionate For Progressive Causes

12. 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 • Delivery Method: 4,000 Public Comments Delivered via fax

13. Part II: Distributed Work

14. 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

15. Defenders of Wildlife Oceana Cat Owners Consumers Union New York Habitat for Humanity Social Networks – The Progressive Community

16. MoveOn.org Care2 JohnKerry.com True Majority DNC List Social Networks – The Progressive Community

17. Building Community on Care2

18. My Care2 Connect

19. Meeting People & Knowing Who They Are

20. Kudos & Member Karma

21. Total Number of Groups C2C Statistics Daily Posts to Discussion Boards (7 day average)

22. Perusing the Groups

23. 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.

27. My Connected Network

28. Photo Sharing and Distributed Work Ex #4

29. 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.

30. 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?

31. Absolute Care2 Pop. WA ME MT ND OR MN VT >3% NH ID SD MA WI NY MI WY 2-3% IA PA NE NV 1-2% OH IL IN UT WV CA CO VA 0.5-1% KS MO KY NC <0.5% TN OK AZ SC NM AR GA AL MS TX LA FL Care2 Pop. Relative to US Pop. WA ME MT ND OR MN VT >40% NH ID SD MA WI NY MI WY AK >20% IA PA NE NV OH >10% IL IN UT WV CA CO VA KS MO +/- 10% KY NC TN <10% AK OK AZ SC NM AR <20% GA AL HI MS TX <40% LA FL HI Geographic Distribution

32. Absolute US Pop. WA ME MT ND OR MN VT >3% NH ID SD MA WI NY MI WY 2-3% IA PA NE NV 1-2% OH IL IN UT WV CA CO VA 0.5-1% KS MO KY NC <0.5% TN OK AZ SC NM AR GA AL MS HI TX LA FL Care2 Pop. Relative to US Pop. WA ME MT ND OR MN VT >40% NH ID SD MA WI NY MI WY AK >20% IA PA NE NV OH >10% IL IN UT WV CA CO VA KS MO +/- 10% KY NC TN <10% AK OK AZ SC NM AR <20% GA AL HI MS TX <40% LA FL Geographic Distribution – Distributed Work Ex. #1

33. AK Care2 Geographic Distribution Care2 Pop. Skew Relative to US Pop. >40% >20% WA >10% ME MT ND +/- 10% OR MN VT NH ID <10% SD MA WI NY MI WY <20% IA PA NE <40% 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

34. 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

35. 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

36. To Consider: Collaboration Experience • Dashboard • Contact information of partners • Activity statistics

37. AK Care2 Geographic Distribution Care2 Pop. Skew Relative to US Pop. >40% >20% WA >10% ME MT ND +/- 10% OR MN VT NH ID <10% SD MA WI NY MI WY <20% IA PA NE <40% 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