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The ASPCA Facebook Application - A Cool, Fancy Way to Gain List Registrants |
Last week at the DMANF Conference in New York, a few members of the Convio team sat down with Ayumi Stubbs, Director of Internet Communications at the ASPCA, to discuss the organization's Facebook application success. In her video interview, Ayumi shares:
The purpose of the Facebook application. (Even though the application accepts donations it is not purposed as a fundraising tool.)
- The functionality of the tool and what it does.
- How the ASPCA launched the application, how long the process took and the different moving parts to the project.
- The immediate response, comments and overall performance of the application.
Those of you nonprofits and activism groups interested in in getting your feet wet in the Facebook space - whether by building your own application or teaming up with an existing application like Causes - take heed to the fact that the ASPCA used a multi-channel marketing approach when launching this new effort. To ramp up the base of users, the organization reached out to its current housefile, MySpace page users and announced the application on its existing Web site.
For anyone still doubtful of the results social networking can drive in nonprofit campaigning, take mental note of the 12,822 members, 235 comments and 12% conversion rate the ASPCA experienced with users who sent a gift through the application. Even Ayumi admits this number is "amazing" and much higher than general Web site conversion!
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