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Impact Report

2,023,813

TOTAL ACTIONS

$1,859,454

RAISED BY CAUSES

200+

ARTIST CAMPAIGNS

133M

PAID IMPRESSIONS

17M+

PAGE VIEWS FROM 3.1M USERS

2022 was a pivotal year for Propeller. As a relatively young company, every year can feel like this, but 2022 was truly an upleveling in a number of ways.

We started the year by partnering with Justin Bieber's Justice World Tour, and from that point forward we continued to take on partnerships that were at a larger scale than anything we had done in years past, including being a part of the entire season at Red Rocks Amphitheatre, powering Lizzo's Juneteenth campaign, working with Tenacious D to get out the vote, and many more.

We launched new verticals around reproductive rights and destigmatizing the responsible use of psychedelics, while continuing to enhance our existing ones around LGBTQ+ rights, climate change, mental health, and racial justice. These verticals were designed to make it easy for Propeller users to find the most meaningful actions in one place around an issue they care about, and are proving to be an effective way to browse the site.

We increased staff capacity, allowing us to do more and do it better.

As a public benefit corporation, we view money as fuel for purpose. For the first time in our history, we gave our community the opportunity to invest in our mission for as little as $250 and get stock via an equity crowdfunding campaign.

Between all of these efforts we had our most successful year to date by a long shot in terms of impact, community growth (registered users), and revenue. We said the same thing about 2021, but 2022 was nearly double across all of the fronts.

Our commitment to transparency continues around how we make money, and how we're using it to help create a better world. I'm pleased to share with you Propeller's 2022 public benefit report.

Brandon Deroche

Founder & CEO

on behalf of the Propeller Board of Directors

A Few Campaign Highlights

Lizzo

Lizzo

We teamed up with Lizzo to power her Third Anuual Juneteenth Giveback. Participants took a wide range of actions in support of local and national organizations for a chance to win prizes like exclusive YITTY merch and a trip to be a Lizzo BIG GRRRL for the day at her concert in San Francisco. Almost 40,000 people participated, generating over 100,000 actions and raiding $125,000 in 2 weeks.

Justin Bieber

Justin Bieber

When Justin Bieber kicked off his Justice World Tour in 2022, Propeller helped him inspire his fans to take action for criminal justice reform and climate change all while registering voters and raising awareness and funds for critical local and national justice efforts. Over 33,000 participants took 225,000 actions and donated over $165,000 for a chance to meet Justin in Paris or to upgrade their experience at one of the shows on the tour.

"There's a lot of injustice in the world today… and I just wanted to continue that conversation of what does it look like to be a part of change, to be a part of the solution and not the problem." - Justin Bieber

Tenacious D

Tenacious D

Tenacious D was passionate about driving voter turnout in 2022. And so was Propeller. Together we helped get 43,000 people vote-ready and generated over 125,000 actions in support of LGBTQ+ rights, reproductive freedom, and bold climate action.

Red Rocks

Red Rocks

Propeller officially partnered with Red Rocks Amphitheatre in Morrison, CO for every one of the almost 200 shows during the 2022 season. It was the first venue-specific partnership for the company and we were thrilled with the results. Overall, 120,000 people participated in the program over the course of the season resulting in 300,000 actions on issues like climate change, LGBTQ+ rights, criminal justice reform, and reproductive rights raising almost $250,000 in the process.

"We recognize that artists want to have an impact, and venues do too," says Brian Kitts, director of marketing and communications at Red Rocks. "When Propeller came along and said they could match the venue with the artist and the organization, we felt like it was the complete package."

Bans Off/PPFA

Bans Off/PPFA

On June 24, 2022 the Supreme Court issued its Dobbs v. Jackson Women's Health Organization decision and turned its back on nearly 50 years of precedent. The decision eliminated the federal constitutional right to abortion and stripped people of their freedom to control their own bodies. Propeller jumped into action in support of the work Planned Parenthood was doing to fight back by partnering with artists and festivals to help inspire the next generation of activists. In less than six months, over 150,000 people has signed up and Planned Parenthood had raised almost $130,000 for the fight via the platform.

Impact Breakdown

Propeller makes it easy for people to take action. And there were a lot of actions taken via our platform in 2022 (over 2M to be exact)!

Here's what some of those 2M+ actions actually looked like...

582,572 petition signatures for 50+ organizations
337,854 newsletter signups for 30+ organizations
281,794 video views for 75+ organizations
61,439 social follows for 25+ organizations
14,538 signed up for election reminders from TurboVote
10,750 meals provided for families in need
10,000+ new monthly donors recruited for partner organizations
3,297 trees planted
1,205 downloads of the Fireside Project's psychedelic peer support line app
1,073 subscribed to the Wrongful Conviction podcast
715 calls to Senators to help pass the Marriage Equality Act
651 notes of appreciation written to music industry professionals with Backline
371 Planned Parenthood volunteers
178 people shared TWLOHA's Find Help tool
46 people virtually volunteered with Soles 4 Souls
31 people completed the King Center Institute's Online Nonviolence Training
30 people purchased widhlist items for YouthLink Minnesota

Movements

There are over 1.5 million nonprofit organizations in the US. It's a staggering amount of groups doing a lot of very different things.

That's why we've created cause verticals aka Movements on Propeller to make it simple for our community to directly support the issues they care about most. Each movement consists of actions and rewards in support of leading nonprofits in the space.

We invested a lot of time and energy into evolving these verticals over the course of 2022. And that effort paid off with record levels on engagement.

LGBTQ+ Equality

Climate Action

Reproductive Freedom

Mental Health & Personal Transformation

Racial & Social Justice

Psychedelics

Wefunder Recap

As a public benefit corporation, our mission of inspiring activism and helping build movements for change is part of the bottom line. Everything we do at Propeller starts and ends with our members.

That's why we were excited to launch our first-ever crowdfunding equity campaign in 2022 asking our community for support by investing directly in Propeller and sharing in its future success.

The campaign ended up raising $149,280 from 234 investors.

A big thanks goes out from the entire Propeller team to everyone who participated and to Ben Relles as the lead investor. These funds came at a critical time and helped us hire some key staff and make important investments in the platform.

Staff Additions

As results grew in 2022, so did the Propeller team.

We added new members to our customer experience team to ensure we continue offering the highest level of support possible for our community. And we increased development capacity for the platform.

And we were proud to welcome Annie Flook as our new Director of Artist Partnerships & Business Development. Annie stepped into her new role following eight years at Warner Music Group, where she served as Head of Touring & Artist Development at Elektra Music Group, Director, Touring & Artist Development at Atlantic Records and Manager, Touring & Artist Development at Warner Records.

Partner Testimonials

"The Propeller team has been an absolute pleasure to work with. Their platform is truly unique and has helped my organization bring younger, more diverse audiences onto our list while becoming our largest source of acquisition and raising tens of thousands of dollars directly on Propeller. We've worked together to test a customized onboarding series that has continued to pay dividends and increase our ROI with Propeller leads. Working with an impressive list of artists, influencers and festivals, they've been instrumental in helping us forge new relationships and strengthen existing onces, including with Justin Bieber, Lil Dicky, Kevin Gates and dozens more. They've also taken our offline marketing activations to the next level, and have generated a ton of brand awareness for us across the country - from Bonnaroo to Outside Lands. Working at the intersection of social good, digital advocacy, and entertainment, Propeller's business model is one-of-a-kind and a boon to any organization looking to implement new-age marketing tactics that result in measurable impact."

Kim Morasse

Manager of Entertainment Partnerships

"We started working with the Propeller team in 2021 to build critical support for our 'Count Me In' movement for transgender and non-binary equality. The platform, and its influencer campaigns quickly became one of our largest and most effective sources of supporter and donor aquisition for many different programs - helping us reach new audiences, directly raising money for our mission, and converting new monthly donors. And we have even bigger plans as we head into our third year together. This innovative and vibrant team had added a new level of value, and fun to our fundraising."

Dane Grams

Membership Director

Assessment of Public Benefit

Propeller uses the B Impact Assessment as a third part standard by which to evaluate the overall social and environmental performance of the company in a consistend fashion year over year.

Revenue Buckets & Financials

How We Make Money

We see money as fuel for purpose. We are committed to maximizing our public benefit, and reinvest our revenue back into scaling our community and its impact.

Trust is everything to us, and transparency is a part of gaining that. As part of this ethos, we give our community insight into the multiple ways the company is funded.

1. Community Support

Propeller Premier: Joining our membership program unlocks special perks starting at $10 per month.

'Propelling' Movements: Site users have the option to 'propel' one of our movements or to support our mission in general to help us read more people by making a direct contribution to Propeller.

2. Nonprofit Partnerships

Featured Actions: We offer nonprofits a paid service where we provide them with performance guarantees.

Donations: We receive up to a 20% fee on donations processed via the platform.

3. Sponsors

Affiliate Offers: We partner with mission-driven businesses that share our vision of social good and receive a fee for driving sales of their products or service.

Sponorship: We partner with value-aligned brands, foundations and individuals to help support initiatives on the platform.

2022 Financials

REVENUE

2022 Total Revenue: $1,921,964 (up 87% from 2021)

Community Support: 9.1%
Nonprofit Partnerships: 67.4%
Corporate Partners & Sponsors: 23.5%

EXPENDITURES

2022 Total Expenditures: $1,983,683

Staffing: 38%
Marketing & Advertising: 55%
Everything Else (Platform Costs, Hosting, Accounting, Legal, Software, Licenses, etc.): 7%

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2,023,813

TOTAL ACTIONS

$1,859,454

RAISED BY CAUSES

200+

ARTIST CAMPAIGNS

133M

PAID IMPRESSIONS

17M+

PAGE VIEWS FROM 3.1M USERS

2022 was a pivotal year for Propeller. As a relatively young company, every year can feel like this, but 2022 was truly an upleveling in a number of ways.

We started the year by partnering with Justin Bieber's Justice World Tour, and from that point forward we continued to take on partnerships that were at a larger scale than anything we had done in years past, including being a part of the entire season at Red Rocks Amphitheatre, powering Lizzo's Juneteenth campaign, working with Tenacious D to get out the vote, and many more.

We launched new verticals around reproductive rights and destigmatizing the responsible use of psychedelics, while continuing to enhance our existing ones around LGBTQ+ rights, climate change, mental health, and racial justice. These verticals were designed to make it easy for Propeller users to find the most meaningful actions in one place around an issue they care about, and are proving to be an effective way to browse the site.

We increased staff capacity, allowing us to do more and do it better.

As a public benefit corporation, we view money as fuel for purpose. For the first time in our history, we gave our community the opportunity to invest in our mission for as little as $250 and get stock via an equity crowdfunding campaign.

Between all of these efforts we had our most successful year to date by a long shot in terms of impact, community growth (registered users), and revenue. We said the same thing about 2021, but 2022 was nearly double across all of the fronts.

Our commitment to transparency continues around how we make money, and how we're using it to help create a better world. I'm pleased to share with you Propeller's 2022 public benefit report.

Brandon Deroche

Founder & CEO

on behalf of the Propeller Board of Directors

A Few Campaign Highlights

Lizzo

Lizzo

We teamed up with Lizzo to power her Third Anuual Juneteenth Giveback. Participants took a wide range of actions in support of local and national organizations for a chance to win prizes like exclusive YITTY merch and a trip to be a Lizzo BIG GRRRL for the day at her concert in San Francisco. Almost 40,000 people participated, generating over 100,000 actions and raiding $125,000 in 2 weeks.

Justin Bieber

Justin Bieber

When Justin Bieber kicked off his Justice World Tour in 2022, Propeller helped him inspire his fans to take action for criminal justice reform and climate change all while registering voters and raising awareness and funds for critical local and national justice efforts. Over 33,000 participants took 225,000 actions and donated over $165,000 for a chance to meet Justin in Paris or to upgrade their experience at one of the shows on the tour.

"There's a lot of injustice in the world today… and I just wanted to continue that conversation of what does it look like to be a part of change, to be a part of the solution and not the problem." - Justin Bieber

Tenacious D

Tenacious D

Tenacious D was passionate about driving voter turnout in 2022. And so was Propeller. Together we helped get 43,000 people vote-ready and generated over 125,000 actions in support of LGBTQ+ rights, reproductive freedom, and bold climate action.

Red Rocks

Red Rocks

Propeller officially partnered with Red Rocks Amphitheatre in Morrison, CO for every one of the almost 200 shows during the 2022 season. It was the first venue-specific partnership for the company and we were thrilled with the results. Overall, 120,000 people participated in the program over the course of the season resulting in 300,000 actions on issues like climate change, LGBTQ+ rights, criminal justice reform, and reproductive rights raising almost $250,000 in the process.

"We recognize that artists want to have an impact, and venues do too," says Brian Kitts, director of marketing and communications at Red Rocks. "When Propeller came along and said they could match the venue with the artist and the organization, we felt like it was the complete package."

Bans Off/PPFA

Bans Off/PPFA

On June 24, 2022 the Supreme Court issued its Dobbs v. Jackson Women's Health Organization decision and turned its back on nearly 50 years of precedent. The decision eliminated the federal constitutional right to abortion and stripped people of their freedom to control their own bodies. Propeller jumped into action in support of the work Planned Parenthood was doing to fight back by partnering with artists and festivals to help inspire the next generation of activists. In less than six months, over 150,000 people has signed up and Planned Parenthood had raised almost $130,000 for the fight via the platform.

Impact Breakdown

Propeller makes it easy for people to take action. And there were a lot of actions taken via our platform in 2022 (over 2M to be exact)!

Here's what some of those 2M+ actions actually looked like...

582,572 petition signatures for 50+ organizations
337,854 newsletter signups for 30+ organizations
281,794 video views for 75+ organizations
61,439 social follows for 25+ organizations
14,538 signed up for election reminders from TurboVote
10,750 meals provided for families in need
10,000+ new monthly donors recruited for partner organizations
3,297 trees planted
1,205 downloads of the Fireside Project's psychedelic peer support line app
1,073 subscribed to the Wrongful Conviction podcast
715 calls to Senators to help pass the Marriage Equality Act
651 notes of appreciation written to music industry professionals with Backline
371 Planned Parenthood volunteers
178 people shared TWLOHA's Find Help tool
46 people virtually volunteered with Soles 4 Souls
31 people completed the King Center Institute's Online Nonviolence Training
30 people purchased widhlist items for YouthLink Minnesota

Movements

There are over 1.5 million nonprofit organizations in the US. It's a staggering amount of groups doing a lot of very different things.

That's why we've created cause verticals aka Movements on Propeller to make it simple for our community to directly support the issues they care about most. Each movement consists of actions and rewards in support of leading nonprofits in the space.

We invested a lot of time and energy into evolving these verticals over the course of 2022. And that effort paid off with record levels on engagement.

LGBTQ+ Equality

Climate Action

Reproductive Freedom

Mental Health & Personal Transformation

Racial & Social Justice

Psychedelics

Wefunder Recap

As a public benefit corporation, our mission of inspiring activism and helping build movements for change is part of the bottom line. Everything we do at Propeller starts and ends with our members.

That's why we were excited to launch our first-ever crowdfunding equity campaign in 2022 asking our community for support by investing directly in Propeller and sharing in its future success.

The campaign ended up raising $149,280 from 234 investors.

A big thanks goes out from the entire Propeller team to everyone who participated and to Ben Relles as the lead investor. These funds came at a critical time and helped us hire some key staff and make important investments in the platform.

Staff Additions

As results grew in 2022, so did the Propeller team.

We added new members to our customer experience team to ensure we continue offering the highest level of support possible for our community. And we increased development capacity for the platform.

And we were proud to welcome Annie Flook as our new Director of Artist Partnerships & Business Development. Annie stepped into her new role following eight years at Warner Music Group, where she served as Head of Touring & Artist Development at Elektra Music Group, Director, Touring & Artist Development at Atlantic Records and Manager, Touring & Artist Development at Warner Records.

Partner Testimonials

"The Propeller team has been an absolute pleasure to work with. Their platform is truly unique and has helped my organization bring younger, more diverse audiences onto our list while becoming our largest source of acquisition and raising tens of thousands of dollars directly on Propeller. We've worked together to test a customized onboarding series that has continued to pay dividends and increase our ROI with Propeller leads. Working with an impressive list of artists, influencers and festivals, they've been instrumental in helping us forge new relationships and strengthen existing onces, including with Justin Bieber, Lil Dicky, Kevin Gates and dozens more. They've also taken our offline marketing activations to the next level, and have generated a ton of brand awareness for us across the country - from Bonnaroo to Outside Lands. Working at the intersection of social good, digital advocacy, and entertainment, Propeller's business model is one-of-a-kind and a boon to any organization looking to implement new-age marketing tactics that result in measurable impact."

Kim Morasse

Manager of Entertainment Partnerships

"We started working with the Propeller team in 2021 to build critical support for our 'Count Me In' movement for transgender and non-binary equality. The platform, and its influencer campaigns quickly became one of our largest and most effective sources of supporter and donor aquisition for many different programs - helping us reach new audiences, directly raising money for our mission, and converting new monthly donors. And we have even bigger plans as we head into our third year together. This innovative and vibrant team had added a new level of value, and fun to our fundraising."

Dane Grams

Membership Director

Assessment of Public Benefit

Propeller uses the B Impact Assessment as a third part standard by which to evaluate the overall social and environmental performance of the company in a consistend fashion year over year.

Revenue Buckets & Financials

How We Make Money

We see money as fuel for purpose. We are committed to maximizing our public benefit, and reinvest our revenue back into scaling our community and its impact.

Trust is everything to us, and transparency is a part of gaining that. As part of this ethos, we give our community insight into the multiple ways the company is funded.

1. Community Support

Propeller Premier: Joining our membership program unlocks special perks starting at $10 per month.

'Propelling' Movements: Site users have the option to 'propel' one of our movements or to support our mission in general to help us read more people by making a direct contribution to Propeller.

2. Nonprofit Partnerships

Featured Actions: We offer nonprofits a paid service where we provide them with performance guarantees.

Donations: We receive up to a 20% fee on donations processed via the platform.

3. Sponsors

Affiliate Offers: We partner with mission-driven businesses that share our vision of social good and receive a fee for driving sales of their products or service.

Sponorship: We partner with value-aligned brands, foundations and individuals to help support initiatives on the platform.

2022 Financials

REVENUE

2022 Total Revenue: $1,921,964 (up 87% from 2021)

Community Support: 9.1%
Nonprofit Partnerships: 67.4%
Corporate Partners & Sponsors: 23.5%

EXPENDITURES

2022 Total Expenditures: $1,983,683

Staffing: 38%
Marketing & Advertising: 55%
Everything Else (Platform Costs, Hosting, Accounting, Legal, Software, Licenses, etc.): 7%