1. Combining CSR and Marketing to empower
Fans through Social Campaigns

2. Achievements so far
Launched in Singapore in December 2012
June 2012 in Austrailia
Set up online B2C auction based fundraising
platform
Partnered with global charity organisations
across Singapore, India
Reached out to 2000+ people across
Facebook, communities

3. iGiving offers tools for corporates to
empower their Facebook fans
Agencies can enable corporates to improve
Facebook edge ranking through social-good
campaigns
Fans can be empowered to choose and share
Fans can be empowered to choose and share
which charity they would like corporate to
which charity they would like corporate to
donate to
donate to
Agencies can ensure corporates better use CSR
and Marketing budgets in social media
marketing
Corporates increase ROI on Facebook marketing
Corporates increase ROI on Facebook marketing
by being able to reach with their commercials to
by being able to reach with their commercials to
fans’ walls
fans’ walls

4. Coca Cola invested heavily in Facebook
community building, is it paid back?
To Reach 57m Fans --6% of
To Reach 57m Fans 6% of
Facebook audience
Facebook audience
Typical Post Exposure
87 Likes 0,00015%
(applause rate)
1 Share 0,0000017%
(amplification rate)
3 0,000005%
Comment (conversion rate)
Doesn't look like Coke
Doesn't look like Coke
has return on investment
has return on investment

5. WWF enjoys power of social network
without investing
Community of 1M Fans built
Community of 1M Fans built
organically
organically
Typical Post Exposure
1078 Likes 0,1%
(1000x higher)
143 Shares 0,015% (10000x
more)
91 0,0091% (2000x
Comment more)
WWF is 1000 times more efficient
WWF is 1000 times more efficient
in Facebook than Coca Cola
in Facebook than Coca Cola

6. Edge-ranking is the key metric for long-
term success on Facebook
Edge Rank – defines how corporate can reach out to fans’ walls =
Facebook uses it to decide on priority of posting messages on the wall.
Function (Conversion, Applause, Amplification rate)

7. iGiving increase EdgeRank through
socially driven content
 WWF wants to raise funds to fight Panda extinction  Corporate wants to support WWF
 WWF wants to raise social awareness for the cause  BUT direct donation hardly helps increase awareness
either for corporate or for charity
Social Causes create Marketing budget to
more attention. Get increase Edge Rank –
corporate donations in a Donate 1$ on behalf of a
smart way. Corporate corporate fan
FB Page
People share their Empower corporate fans
experience and support to make decision how
charities corporate should donate
 People like to share socially driven content that charities  Corporate invests heavily in development of Facebook fan
propagate on Facebook base to have millions of Likes
 Corporate can leverage fans’ motivation to increase their  Fans do not interact (Comment or Share) corporate
Facebook Edge Rank content easily
 Investments in Facebook rarely paid back
Disclaimer: All logos are used only as examples

8. “You Share - We Donate” is one-click
FB app for social good campaigns
CLICK HERE
CLICK HERE
for DEMO
for DEMO

9. iGiving will change CSR through three
key Facebook product line-ups
YOU SHARE. WE DONATE  User shares thoughts on why donating to charity is important.
 User win corporate products
 Corporate donates to specific charity - user endorsed
 Eg: User SHARES thoughts how Dell can help WWF
YOU PERFORM. WE DONATE
YOU PERFORM. WE DONATE
 Users do an act which attracts media attention to support
corporate and cause - shares on Facebook
 Corporate donates to User’s favorite charity and user wins
exciting prizes
 Eg : Flash mobs , Wall paintings, Street plays about corporate
YOU CHAMPION. WE DONATE
 User “volunteers” time in certain charities he/she likes.
 Corporate donates for time given by user and impact made.
 User wins corporate products and shares on FB how
corporate made it happen

10. iGiving is the only corporate socially
driven campaigns platform

11. iGiving provides a range of services and
back end support
Designing customized Facebook app
Designing customized Facebook app
Content creation –social good campaigns and
Content creation –social good campaigns and
related posts on FB and twitter.
related posts on FB and twitter.
Long term social good programs
Long term social good programs
Collating worldwide charity databases.
Collating worldwide charity databases.
Matching charity to corporates:
Matching charity to corporates:
regional , ,campaign related, cause related.
regional campaign related, cause related.
Delivery of donations to charities.
Delivery of donations to charities.
Edge Rank tracker.
Edge Rank tracker.
Update of fans from charity on how funds are
Update of fans from charity on how funds are
being utilized, further engagement on
being utilized, further engagement on
corporate Facebook page.
corporate Facebook page.

12. THANK YOU
CONTACT
Shruthi Komandur | shruthi@igiving.sg | +6598770134
Slava Solonitsyn | vs@ruvento.com | +6582994828

13. Appendix

14. Learning from chase community about
empowering fans approach
Worked through Facebook to
Worked through Facebook to
empower fans
empower fans
SMART CSR + Marketing
5 Million USD Donated total amount
200 Charities matched
2.5 Million cast No of FANS 3.6 Million
votes ( 70% amplification rate ! )
1 month Period of campaign
Fans SHARE every post but chase bank
Fans SHARE every post but chase bank
and community giving are separate
and community giving are separate
CHASE BANK CHASE COMMUNITY GIVING

15. iGiving @ Facebook
Typical Post Exposure
135 Likes 50% applause rate
23 Shares 9% amplification rate
5 Comment 2% conversion rate