Facebook Causes Case Study: World Wildlife Fund

"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.