RarePlanetA Community Inspiring Conservation

Investor Update: HSBCJanuary 27, 2009

Insert Meeting Objectives Here

• John inserts overview and objectives

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Note – Presentation assumes base knowledge of Rare

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RarePlanet Overview

Mission: Build and support a global community of Rare alumni and supporters dedicated to reducing human-inducted threats to the world’s biodiversity through online and offline activities.

Strategy for RarePlanet Tool: Create an integrated suite of activities that become a self-reinforcing cycle through community, project management & knowledge management, and transparency.

Community

Community: • Online: Personal pages, blogs, bulletin boards, library,

threat reduction tools to link our constituency• Offline: Webinars, social events

A self-reinforcing, self sustaining community

of practice

Conservation Tools

Project Management &

Metrics

Project Management & Metrics• Central place for campaign managers to store files• Content tracking and workflow• Process to collect, calculate and present the scorecard• External measures to share with our constituents

Conservation Tools• Threat reduction community• Library of resources• Discussion boards

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RarePlanet Targets the Conservation Practitioner

Target

Positioning

Measures of Success

• Conservation Practitioner – Rare Campaign Managers and Partners

• Smaller Conservation Organizations• People who want to support a campaign through

technical skills, resources or financially

Segment• Conservation practitioners• Highly informed conservation generalist

• RarePlanet is a collaborative platform to celebrate conservation successes, and for conservation practitioners to meet, share and work together to solve the world’s toughest grassroots conservation problems.

• Participation of campaign managers• Activity and quality of discussion boards, blogs, wikis• Quality of wikis within the threat reduction toolkits• New groups / issues addressed by members• External validation of the quality and depth of the community

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Community of Practice is Not Just About Social Networking, but about Collective Problem Solving

Social Activism Community of Practice

kluster

RarePlanet builds on the network benefits of social market sites to build a community that solves problems

Am

ount

of

Con

tent

RarePlanet’s Rollout Schedule

Current Campaigns

NewCampaigns

Alumni & PartnerActivities

ThreatCommunities

• Conservationists• New Partners

Planning Alpha Beta Public

Summer / fall Late Fall Winter Winter/Spring Summer

Users equals 1. people registered 2. Active 1 time/2 months

Base Technology

Enhancements

Enhancements

Enhancements

Num

ber

of U

sers

100

500

1000

Go live

What Success Looks Like 2008-2009

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Current Campaigns

NewCampaigns

Alumni & PartnerActivities

ThreatCommunities

• Conservationists• New Partners

Planning Alpha Beta Public

Summer / Fall Late Fall Winter Winter/Spring Summer

• All targeted users will have a good first experience

• At least 1 “wow” feature per segment

• Robust content• Active pre-existing

community

• PPMs can use the scorecard to improve their campaigns

• CMS and alumni interacting

• Active discussions on toolkits

• Region support roles

PPMs and CMs can get their jobs done:

• Promote their Campaigns

• Leverage Forums

• Use Pride Campaign Mgt System (PCMS)

• Pre-populate the content

• Build campaign pages

• Understand the limits of the technology

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Adoption: User Engagement Rollout & Promotion Plan

Other Partners

Campaign Managers

(Alumni & Current)

Campaign Team

Partners

Expanded Audiences

University Staff

Rare Staff

Pride Program

Managers

BR Partner contact

Exec Director

LAP

Super-visor

LAP

BINGO contact

Monitor Partner contact

Board

Donors

New Partners

Conservationists

Toolkit Community

Experts

Practitioners

ActivistsObservers

Key

Audiences

Core Users

1st

2nd

3rd

5th

6th

7th8th

Promo

Top 3 Most Active Staffers receive prizes for creating posts, blogs, resources and friending users.

Academic Satisfaction: External Panel of communicators/media experts reviews blogs for content & media excellence. Winner gets RP.org Bloggy Award & publicity.

Photo/Blog subscribers & comment contest:Digital cameras awarded to top 3 photos of a campaign site or related blog.

White Paper Review: Best authored piece receives “certified” RP.org stamp, publicity and award from Rare.

Most active partner gets mini grant for their Campaign Team which benefits their community.

Free Trip II: Most active audience member travels to a Rare site.

Free Trip I: Most active audience partner travels to a Rare site.

4th

Some RarePlanet Highlights Since October 2008

• Community membership jumped past 200 users in January 2009• 20% alumni actively use RarePlanet • Over a 3:1 ratio of public members vs. Rare employees on the site • Over 1,500 pieces of content uploaded to the site since October

(blogs, photos, manuals, campaign reports, etc.• We’re growing at about 100 pieces of user –generated content per

week (blogs, reports, etc)• We will be making over 20 product enhancements to the site by mid

January (including fonts, basic functionality and overall ease-of-use.)• Added community of practice expert and author Patti Anklam to our

advisory team• Public Recognition

– RarePlanet team invited to present at The Nature Conservancy ‘s ConEx conference at session on leading edge conservation tool

– Invited to speak by the Social Marketing Institute

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What Do the Numbers Mean: Membership

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Rare is leveraging its staff

~ 30 programmatic staff

Rare staff

~ 100 campaign Mangers & alumni

3x

Campaigns

~ 100 members

1x(but growing)

Conservationists

What Do the Numbers Mean: Content

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Rare is Aggregating and Expanding Its Knowledge

Pre-RarePlanet LaunchNumber of Pieces of

Campaign Material and Conservation Content

Publically Available

Less than 20

Insular System

At “Go Live” (10/15/08)Number of Pieces of

Campaign Material and Conservation Content

Publically Available

~ 1000

Open System

~ 2500

Contributed Since 10/15/08

Number of Pieces of Campaign Material and Conservation Content

Publically Available

Collaborative System

What Do the Numbers Mean: Credibility

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In Conservation

“The platform that Rare has created is innovative, cutting-edge, and I think it will make a big impact in

the conservation practitioner sector. ”

Jonathan ColmanManager, Digital MarketingThe Nature Conservancy

In the Private Sector

“Philosophically RarePlanet is the way to

go. It facilitates community at the grass roots, and

geometrically increases the ability to get things done. ”

Mark DiMassimo CEO

DiMassimo Goldstein(Advertising Agency)

What’s Next?

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Engagement

• Continue to train Rare staff and Campaign Managers

• Engage former Pride campaign managers

• Reach out to local partner staff

• Execute on major partner relations

Functionality

• Upgrade the usability and user interface

• Improve mapping of project information

• Integrate collaborative tools

• Build select mobile applications

Knowledge

• Launch communities of practices

• Distribute RSS feeds and digital newsletters

• Host conferences around specific threats

Scale

• Promote site• Regional staff

• Expand number of local (non-English) contributors

Learn & Adapt