The Chain Model — Friends of Free Wildlife

Friends at month 12 — —

Total viral k — —

Hits 10,000 — —

Annual recurring income — At month 12 Friend count

Total annual income — Recurring + once-off + corporate

What Wild Neighbours contributes

— of the total viral coefficient comes from share cards

— additional Friends at month 12 versus running The Chain without the game

— Friends acquired during the Oct–Mar months when talks are paused

What spotter sponsors contribute

— new Friends per month from sponsor sends and team onboarding — year-round, no seasonal pause

— additional Friends at month 12 versus running the game with no sponsors

— annual sponsorship income, at fees below corporate CSI packages

What messaging actually costs, at month 12Marketing rate

— gross monthly cost — round-up, theme, draw results and re-engagement combined

— covered by Messaging Partner sponsors, if any are set

— net monthly cost after the Messaging Partner offset

500

Friends

—

1,000

Friends

—

5,000

Friends

—

10,000

Friends — BHAG

—

Friend count growth — 24 months

—

Revenue at month 12 Friend count

Once-off donors—

Once-off total—

Monthly donors—

Monthly recurring—

Champions—

Champion recurring—

Annual recurring income—

Annual income summary

Recurring donationsiMonthly Guardians plus Champions, at month-12 Friend numbers, annualised (monthly gift × 12). This is the figure that compounds as the Friend base grows — the most valuable line on this card.—

Once-off donationsiSingle gifts from the once-off donor rate, at month-12 Friend numbers × the average once-off gift. Does not repeat or compound the way recurring donations do.—

Corporate CSI partnersiAnnual corporate partners × average partner value, set in the Corporate & sponsorship panel. Independent of Friend count — this is relationship-sold, not generated by the viral loop.—

Spotter sponsorshipsiSuburb and theme sponsors, plus corporate spotter teams, from the Spotter Sponsors panel. Zero whenever that accelerator is switched off, regardless of the slider values underneath.—

Match sponsor incomeiA once-off annual commitment from a sponsor who matches donor giving pound-for-pound up to a cap. Counted here as income in its own right, and its presence also boosts the recurring-donations line via the conversion-boost slider.—

Total annual incomeiThe sum of all five lines above, at the Friend count projected for month 12 under the current sliders and toggles. Changes immediately as any input on this page changes.—

Net annual positioniTotal annual income minus the gross annual cost of WhatsApp messaging — the round-up, theme, draw results and re-engagement, priced in the Messaging Costs panel. This is the true bottom line: income alone overstates the programme's position once messaging is accounted for.—

Excludes Section 18A tax uplift on corporate giving (~28%). Donation rates are conservative; strong content and re-engagement can achieve 2× these levels.

Sensitivity — which variables move the needle most (additional Friends at month 12)

Each row tests one realistic change on its own, holding every other input constant, and shows the effect on Friends at month 12. Hover the info icon next to a row to see exactly what was changed.

Variable tested Extra Friends, mo.12