Building Your Donor Base on Facebook: The Nature Conservancy
Posted by Michael Stein, Senior Internet Strategist on April 22, 2009
My friend and online alter ego Michael Stein (yes, there is another!) offered a useful write-up way back in July 2008 about The Nature Conservancy’s use of Facebook for fundraising. Michael writes:
There’s been a lot of excitement in the last year about social networking in general, and about Facebook in particular. And a lot of talk about the value of social networking for nonprofits. But is there really a return on investment for nonprofit participation on these sites? Here’s a success story. The Nature Conservancy (TNC) is a 501(c)3 organization that works in the U.S. and over 30 other countries to protect ecologically important lands and waters. Using tools readily available on Facebook, the organization has raised almost $48,000 in the first six months of their social networking effort. They did this by creating a Cause and a Fan Page for the organization, and by forming a relationship with an ecology oriented game on Facebook, (lil) Green Patch. Six months later the (lil) Green Patch application is one of the most popular on Facebook, with over 6 million users!
