1. Care2 Case Study: Donor Lead Acquisition Campaign A mid-sized U.S. environment and wildlife non-profit invested $17,000 in 2007 to recruit 8,500 new activists and donor leads, via a series of advocacy-oriented permission marketing campaigns Care2 donor conversion rate exceeded industry benchmark and client house file. Care2 unsubscribe rate outperformed client house file by a 2 to 1 margin. Care2 activists took action at a rate of nearly 3 to 1 the client’s house file.

2. Case Study: Donor Lead Acquisition Campaign Conversion Rate All subscribers added or joined between 3/1/07 and 9/30/07. *Includes Care2 subscriber subset, meaning divergence is stronger than the numbers suggest. **2008 Convio Online Marketing Nonprofit Benchmark Index. Donation request was a single appeal, not full year of data.

3. Case Study: Donor Lead Acquisition Campaign Performance Summary All subscribers added or joined between 3/1/07 and 9/30/07. *Includes Care2 subscriber subset, meaning divergence is stronger than the numbers suggest.