- Care2 members are passionate about bettering the world, with most members being female, highly educated, and having previously donated to charities.
- During the COVID-19 pandemic, people are spending more time on their smartphones, especially younger generations, and are consuming more video content on social media to stay entertained while quarantined.
- Many young consumers would appreciate brands providing ideas to improve mental health during this difficult time.
Supporter recruitment in a COVID-19 world - more onion/Care2 webinar 22 April 2020
1.
2. Care2 members are passionate
about bettering the world.
39
is the average
member’s age
78%
of members
are female
77%
have given
to charities
56%
give to charities
seen on Care2
82%
have university
degree or higher
3. C-19 landscape
Interesting stats:
Ø More smartphone time: 70% of people surveyed globally say they are
spending more time on their smartphone, climbing above 80% for Gen Z.
(Source: Facebook internal data, Mar 17, 2020)
Ø Quarantined young consumers are relying on their devices and content to
keep them entertained, with many increasing their already significant media
consumption: 44% are watching more video content on social media.
(Source: COVID-19 Special Report: How Millennial and Gen Z Are Surviving
Quarantine)
Ø 44% of young consumers would appreciate brands providing ideas to
improve mental health during this time. (Source: COVID-19 Special Report:
How Millennial and Gen Z Are Surviving Quarantine)
15. Ø 6 month automated onboarding process for each pledge/petition subject.
This uses entirely pre-existing email content, making it both less time
intensive and more reliable quality.
Ø The first ~4 weeks of this process do not contain a financial ask, and
are shown in the flowchart on the next slide.
Ø FFI have tested the ‘first ask’ timing fairly extensively, and found that a
~4 week wait works best with Care2 leads for increasing their long
term response rate.
Ø Following that, the process contains a financial ask every week focussed
around a new species.
Ø They introduce RG asks after 10 weeks
25. Join the COVID-19 Charity preparedness group on Facebook
https://www.facebook.com/groups/345239189766729/
Look at the free here resources to plan your messaging for
#NowGiving Tuesday
https://now.givingtuesday.org/
Learn from Care2 white papers:
http://www.care2services.com/white-papers
Chat with me about digital acquisition on Care2.com & digital fundraising:
Rhiannan Sullivan
VP, Strategy and Partnerships, Europe.
Rhiannan@Care2Team.com
www.Care2Services.com