Inside Facebook

The Clorox Clean-Up Fan Page (not the main Clorox Fan Page), is running a contest for fans to nominate a local non-profit kids’ programs for one of five $10,000 grants. Through an app inside the page called Bright Future, fans can nominate their favorite local 501(c)(3) non-profit up until November 29th. A panel of judges will then narrow down the nominations to 50 finalists and then from December 7 until January 17, 2010 users of the app will be able to vote, with the top five vote getters each receiving $10,000 grants as well as being featured in a People Magazine ad.

We received some stats from the StepChange Group, a company that’s helping Clorox with the campaign. In the first four days, over 2,000 non-profits were nominated, the app had 1,000 active users, and it helped to generate close to 20,000 new fans for Clorox Clean-Up. Since then, however, growth has apparently slowed a bit, as the page five days later has 23,017 fans and 2,200 non-profits nominated (but 44,081 active users for the app, so perhaps growth is trending that way).

As we mentioned last Friday, Facebook has tightened their rules for promotions, so whereas perhaps in the past a Clorox Clean-Up could have required people to become a Fan before nominating a non-profit, that is no longer allowed.

$50,000 in grants is no small number, and we applaud this kind of cause marketing on Facebook, especially in these tough economic times.