Community Fundraising 2.0
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1 Community Fundraising 2.0 The future of fundraising in our networked society Bryan Miller Head of Strategy & Consumer Insight Cancer Research UK
2 Don t worry We re all in much the same boat! How best to capitalise on the opportunities offered by social media as part of an effective fundraising strategy is something we re still working through
3 Don t start with technology-focused thinking
4 Start supporter-focused
5 Living in a Networked Society
6 Living in a Networked Society Not so named because of our being connected by the Internet Rather, because we are free, in ways not available to previous generations, to choose our own personalised networks of connections and influences - in place of traditional sources of information and authority
7 Living in a Networked Society The societal changes underpinning this have taken place over several generations Through the dissolution of traditional social constraints related to things like class and gender And the increased personal expectations and wider world view that come with increasing education levels, job flexibility, affluence, opportunities to travel, etc.
8 Two key impacts 1. Consumers are increasingly defending themselves from our messages 2. Peer endorsement is increasingly replacing the opinion of traditional sources of authority, including brands
9 1. Consumers increasingly defending themselves from our messages Leading to falling response rates for traditional interruptive communications
10 2. Peer endorsement replacing the opinion of traditional sources of authority, including brands Source: BT & The Future Foundation, The Responsible Organisation
11 2. Peer endorsement replacing the opinion of traditional sources of authority, including brands Word of mouth is still the key channel for peer endorsement At most, c20% of peer-to-peer brand advocacy currently occurs online* However, this is growing every year Friends & Family Online peer-to-peer Endorsements *Source: Kellerfay.com
12 Living in a Networked Society Online Social Networks Special Interest peer-to-peer sites Friends & Family Specialist info sites Traditional News Sources nonprofits Online Search Traditional Advertising
13 What does this mean for fundraising? The future of advertising is to stop interrupting what people are interested in and to become what people are interested in JWT
14 What does this mean for fundraising? The future of fundraising is to stop interrupting what people are interested in and to become what people are interested in
15 What does this mean for fundraising?
16 Traditional individual donor fundraising follows a funnel approach We put prospects in the top We present them with fundraising asks And we see who comes out of the bottom with a donation
17 Traditional individual donor fundraising follows a funnel approach And every year that goes by keeping the funnel filled becomes an ever more costly process to deliver the volume of people we need to come through with a donation
18 Things need to change!
19 What if we flip the funnel? - we get a supporter megaphone!
20 Social Media makes this possible (that s why it s so exciting!) A new set of online tools makes this approach not just a possibility, but also an imperative for any organization hoping to grow. Give your fan club a megaphone and get out of the way. * *Seth Godin. Flipping the Funnel
21 But, just who is actually using Social Media?
22 Forrester s Social Technographics Ladder Publish Web page Publish or maintain a blog Upload video to sites like YouTube Comment on blogs Post ratings and reviews Use RSS Tag Web pages Use social networking sites Creators Critics Collectors Joiners Read blogs and customer reviews Watch peer-generated video Listen to podcasts None of these activities Spectators Inactives Source: Forrester Research (Forrester.com)
23 Forrester s Social Technographics Ladder Publish Web page Publish or maintain a blog Upload video to sites like YouTube Comment on blogs Post ratings and reviews Use RSS Tag Web pages Use social networking sites Read blogs and customer reviews Watch peer-generated video Listen to podcasts None of these activities UK Data Q2 08 Creators 15% Critics 20% Collectors 5% Joiners 28% Spectators 49% Inactives 42% Source: Forrester Research Q NB. Individuals can be in more than one participation group
24 Still a strong under-35 age skew But 20% of group were already joiners a year ago - and they show the fastest adoption growth since Source: Forrester Research Q NB. Individuals can be in more than one participation group
25 Make Your Own Profiles
26 Other sources of online consumer info Use the Social Technographics questions in your own supporter surveys Keep an eye-out for free research reports available online. E.g. Universal McCann Social Media Tracker Razorfish Digital Mom report E-Nonprofit Benchmark Study Givinginadigitalworld.org
27 That s quite enough theory for now. I want to go fundraising!
28 It s all about people in self-selected communities Online and Offline
29 Community Fundraising That s something we do understand!
30 So, imagine we take all we know about Community Fundraising and add what we re learning about Web 2.0 we get Community Fundraising 2.0
31 But how do we do it? 1. Audience 2. Fundraising Opportunities 3. Tools Identify your current - and potential - online community fundraisers Devise online community-based opportunities that work for them Help them to use the most suitable social media tools to spread the word - and raise the money
32 1. Find your online community fundraisers Using much the same approach as for traditional community fundraising
33 Get out there and start listening!
34
35 Find your online community fundraisers Learn from what people are already doing for you - through your activities or in their own online communities You can invite them to take part in online discussions about future fundraising - what support they would like, etc. A great way to generate and test ideas Then you can reach-out to others who might fit the profile of active online community members from your existing supporterbase or through peer-to-peer recruitment
36 2. Develop Community-based Fundraising Opportunities Tangible Simple Interesting All in all worth talking about Just the same as for traditional community fundraising
37 Online Crowdfunding The Web 2.0 word for what we ve always done!
38 Event Fundraising
39 Event Fundraising
40 Event Fundraising See more photos at:
41 Brand-specific online project crowdfunding
42 Cause-specific online project crowdfunding Kiva.org
43 Multi-cause online project crowdfunding Globalgiving.com Charity Crowdfunding Supermarkets
44 Multi-cause online project crowdfunding Pifworld.com
45 Multi-cause online project crowdfunding Stdifference.com
46 Peer-to-peer in-community activity
47 The richest community involvement is not just through financial engagement
48 Peer-to-peer in-community activity
49 Micro-philanthropic opportunity aggregation
50 3. Tools Help your supporters make best use of Social Media to spread the word and raise the money
51 You don t even need your own website
52 You don t even need your own website
53 Source: Justgiving.com
54
55
56 Even if you have a website - you might be better-off using someone else s Through a fundraising widget, provision of an Open API to support widget development - or just offering great content
57 The future of fundraising The future of fundraising is to stop interrupting what people are interested in and to become what people are interested in
58 The future of fundraising People are interested in making a real difference by doing things through their own, self-selected, communities - online and offline
59 The future of fundraising People are interested in making a real difference by doing things through their own, self-selected, communities - online and offline
60 Community Fundraising 2.0 FROM Contact Lists Campaigns Campaign Managers TO Communities Content Community Managers Combining the enthusiasm, skills and experience of Community Fundraisers with the data-led discipline of Direct Marketing
61 givinginadigitalworld.org
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