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Care2's Digital Engagement Blog

Learn how to grow your nonprofit through Donor Recruitment, Online Fundraising, Advocacy, and Social Media with Care2’s team of expert nonprofit professionals.

How Should Funders Evaluate Charities?

The three powerhouses, Guidestar, Charity Navigator, and Better Business Bureau, that foundations, philanthropists, and donors use to seek out information and ratings about nonprofits released an open letter to the nonprofit and foundation world yesterday. They stated that donors should not measure a charity’s performance based on overhead expenses. The letter hosted on the website www.overheadmyth.com comes on the heels of Dan Pallotta’s TED Talk and Keynote at NTC13, which sharply criticized funders and nonprofit rating service providers for penalizing nonprofits who spent what they considered too much money on administrative expenses, such as salaries, training, and benefits. Pallotta asked how the nonprofit sector can ever expect to compete with the corporate sector for talented leaders when nonprofits can’t pay decent salaries and benefits. This is a topic that Amy Sample Ward and I also discuss in our book Social Change Anytime Everywhere in the chapter on Disrupting the Nonprofit Sector. 

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  Topics: Marketing Research, Metrics, nptech, Trends, Nonprofit

Organizations: Learn to Connect the Dots

A new study of 244 nonprofit participants by Avectra and NTEN show that nonprofit organizations are either tracking a lot of engagement metrics ranging from email open rates to activity on Facebook or don’t do it all. Unfortunately, many of the organizations tracking engagement metrics are not applying the data to make informed decisions about their programming, online strategy, fundraising, and outreach.

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  Topics: Social Networking, Marketing Research, Online Fundraising, Online Advocacy, Online Marketing, Metrics, Web 2.0, Trends, Nonprofit

Infographic: How Facebook Turned Red to Support Same-Sex Marriage

On March 25th, the Human Rights Campaign posted the red version of its logo on their Facebook page in anticipation of the Supreme Court hearings on Prop 8 and DOMA. The status update read: “Who’s wearing red tomorrow? Show your support for marriage equality – make your image red tomorrow.” And that is exactly what many of their 1.4M followers on Facebook did.

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  Topics: Social Networking, Online Advocacy, Technology, Online Organizing, Online Marketing, Metrics, Nonprofit Events, Trends, Nonprofit

Twitter Stats You Need To Know and Tips to Get More Clicks

A lot of organizations focus more of their engagement efforts on Facebook than Twitter. I think this is because organizations feel limited by the 140 character tweet length. Plus it can be a noisy space. Twitter can be a great platform to engage with people though, if campaigners take the time to have back and forth discussions and not just use Twitter to promote blog posts, press releases or fact sheets. I have personally had some of the most thought-provoking conversations on Twitter about social justice issues and politics. I have seen it be a powerful organizing tool as part of a multichannel campaign.

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  Topics: Social Networking, Marketing Research, Metrics, Web 2.0, Trends

How to Rock Your Website Content Planning

All organizations want to have a website that connects with their audience. Imagine how much more impact you could have on the activists, donors, volunteers, and policymakers you seek to influence if your website content rocked. Having compelling stories backed by facts and data can energize your grassroots efforts by inspiring your audiences and helping them identify with your organization.  Sadly many organizations’ website content sucks, as we highlighted last week via Jonathon Colman’s presentation on Ten Ways To Identify If Your Web Content Sucks.

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  Topics: Marketing Research, Online Fundraising, Online Advocacy, Online Marketing, Metrics, Trends, Nonprofit

A Valentine's Day A/B Test Case Study in Action

The Marine Mammal Center (TMMC) is a marine mammal hospital and science research facility in Sausalito, CA.  Since 1975, they have rescued nearly 18,000 seals, sea lions, dolphins, otters and other marine mammals from along 600 miles of California coast, with the aim of giving those in need a second chance at life in the wild. 

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  Topics: Marketing Research, Online Fundraising, Online Advocacy, Metrics

Strategies to Increase Nonprofit Donor Retention Rates

While all nonprofits recognize the value of cultivating donors over the long-term, they feel an incredible amount of pressure to implement short-term strategies that will raise money today. Unfortunately, many nonprofits don't feel like they have the luxury of focusing on fundraising strategies that will bring in long-term results, which has led to low donor retention rates. According to the Fundraising Effectiveness Project, the commercial business customer retention rate is 94%. Guess what the nonprofit donor retention rate is? 49%. That is an attrition rate of 59%.

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  Topics: Marketing Research, Online Fundraising, Metrics, Trends

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