"It's a great way to keep people engaged and make sure there's no dead causes," Desilets said. "Ninety-four percent of all our supporters and causes that benefit us are part of affiliate causes, so we're able to message millions of people."
World Wildlife Fund then creates categories and segments its causes and supporters. Patrick pointed out that Causes doesn't require you to sort out different categories, but that WWF does so to have a logical way to segment its affiliate causes and supporters. This allows WWF to target communications and make the most of its Causes supporters.
"You already know they have a passion for something, such as tigers, with their cause, so start your conversation with that," Desilets said. "Before we started our climate change cause, our new panda and Amazon causes, a lot of people hadn't donated a cent, but now they have and thanked us for starting those causes. Once you speak their language they are more apt to respond."
One of the big benefits of Causes is the analytics it lets you track. By managing the fundraising projects, you can see how many people donated, how many promoted your cause, etc., on the edit page.
"We can see people interested in us with their own networks. We can find out if they're sharing the messages we pass along to them. Pretty exciting stuff," Patrick said. "It gives you information that wasn't there before … It gives you an idea how word-of-mouth messaging gets out there, which is really unique to Causes."
The other great thing about Causes, according to Desilets, is you can send bulletins within Causes as well as via e-mail to four groups:
- Administrators of affiliate causes: recommended for starting a project.
- Any supporter in an affiliate cause: not recommended if you have time to segment.
- Supporters of a fundraising project: highly recommended.
- A custom set: using categories and segmentation of your choosing.
"Don't make messages too long, and don't send them outside Facebook Causes to donate," Desilets said about messaging via Causes.