October 31, 2008Ms. Ellen FriedmanActing Executive Director Tides Center The PresidioP. O. Box 29907San Francisco, CA 94129-0907Dear Ms. Friedman:The Trustees of the John S. and James L. Knight Foundation have approved aone-year, $249,529 grant to Tides Center. Congratulations.The grant is to be used for NewsCloud to create and launch two social media publications on Facebook to test strategies that leverage social media environments toengage youth in news and information.The terms and conditions of this grant are contained in the attached grantagreement. Grant payment according to the terms outlined will be released within 60days of Knight Foundation receiving the signed agreement. A self-addressed envelope toreturn the signed agreement is enclosed for your convenience.Before you take steps to publicize this grant, we request that you start byreviewing our communications preferences atwww.knightfoundation.org/downloads. Or,ask for it via email toweb@knightfoundation.org, and we’ll send it as an emailattachment.Thank you.Sincerely,AI:mb
EnclosuresC: Gary KebbelMartin Baron
JOHN S. AND JAMES L. KNIGHT FOUNDATIONGRANT AGREEMENTGrantee:
Tides Center
Grant number:
2008-0142
Approval date:
October 27, 2008
Grant Amount:
$249,529 over one year
Terms:
November 1, 2008 – October 31, 2009
Purpose:
For NewsCloud to create and launch two social media publications onFacebook to test strategies that leverage social media environments to engage youth innews and information.
Grant Activities:
This project will create two social media publications on Facebook,using NewsCloud’s open-source Facebook platform. Each is designed to assess theeffectiveness of a different kind of “community of interest,” and a different approach tooutreach and marketing. The first is an issue-based publication focused on globalwarming and environmentalism; the project will employ a grassroots strategy to buildcommunity and audience around environmental issues and activism. NewsCloud’s Jeff Reifman has effectively developed strategies to increase the likelihood of success. In particular, he has confirmed a working partnership with Grist, one of the best-known andoldest online magazines devoted to environmental journalism. Grist’s demographic issimilar to Facebook’s, making it a highly effective and appropriate partner; the magazinehas agreed to leverage its readership – more than 700,000 unique visitors a month – to promote the NewsCloud project and drive traffic to the site.The second proposed publication is a geographic publication focused onMinnesota college students; it will use a more traditional advertising/viral marketingapproach. To ensure knowledge capture and replicability, a post-doctoral scholar fromthe University of Minnesota will conduct original research on the project to identifyeffective strategies and map user interest and engagement.Project Development ScheduleMonth 1
•
Hire development, outreach staff, and design contractor
•
Work with UMN research team to define application requirements andoutreach strategy
o
Develop grassroots strategy, including a prize catalog; inventory tracking;leader board; and a point redemption system
o
Develop interface to announce leaders, prizes, partners, etc.
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