Social Media for Social ChangeEric Rardin, Director of Nonprofit Services, Care2.

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Timeline: Month 1

• Sept 21: Dan and his partner Terry post a video

• Sept 22: Celebs begin to make their own videos

• Oct 8: Initial website launched with the help of BSD; first official grassroots fundraiser in DC attracts 500 people

• Oct 18: Dan Savage holds conversation with 500 Rutgers students

• Oct 19: Secretary of State Hillary Clinton and Google videos

• Oct 20: 10 million YouTube video views; website 2.0 launched

• Oct 21: President Obama posts his video; 100,000 supporters

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SAVAGE KE$HA CLINTON SILVERMAN COLFER GUNN LAMBERT GRIFFIN VILSACK GOOGLE CAMERON QUINTO OBAMA USC JACKSON ROBERTS SOLIS

BACON PEREZ BIEBER GAP O’MALLEY FACEBOOK BERRY ADLER BROTHERS&SISTERS MERKLEY GALLUDET DNC FRONTRUNNERS BROWN

WICKED BIDEN UPENN McCAIN PRINCETON THOMAS TAKINGBACKSUNDAY FIREWORK FINLAND KERMIT ORMAN BURNS WILLIAM&MARY SEBELIUS

HEWITT TRUMKA PIXAR CHO LINKINPARK HENRY MODERNFAMILY ROBINSON ACLU CANADA WILKOS KROEHS URIE THOMAS PELOSI WONG

GUARDAGNINO BROADWAY WHITESIDE CAZWELL HILTON

Success: Key Videos

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Success: Online & Offline

In fifty days:• Enlisted over 200,000 supporters who have made over 7,500 videos

that have been watched over 25 million times

• Raised over $100,000 from 3,000 grassroots donations

• Impacted legislation in NJ, TX and kicked out a bigoted Arkansas school board member

• Recruited the support of countless politicians, celebrities and companies, but most importantly our straight allies next door

• Half of sign ups to www.itgetsbetter.org identify as “straight”

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Care2 and IRD

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IRD Outreach 2010

Snapshot – 12/10/10 and three weeks to go…

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Overview of Impact in ~3 weeks!

• Overall brand impressions: ~30 Million

• Clicks to IRD.org programs: ~14,000

• Promo banners click-through rate: 0.1% (~2x industry standard)

• Petition signatures: 51,608 & counting

• Supporters signed up to IRD: 33,600 +

• Click to fight Cholera clicks: 52,000 +

Lots more to come before 12/31…

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The Possibilities

• Social media offers huge opportunitiesfor promoting causes

• Amazing results are too often the result of terrible tragedy

• Prepare for the crisis moment by investing in infrastructure, list growth, branding, and building communities

• Find the people who will be your citizen marketers and give them opportunities to help you grow your base on social networks

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Social Media Limits

Social media is great for• Branding

• Relationships

• Crisis response if you have the audience

But you have to work harder for • Fundraising outside of a crisis

• Bringing people to your site and capturing contacts/donor leads

• Deeper engagement beyond the “like”