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Boston Workshop: Jan. 14, 2009: Harnessing New Media for Your Cause
 

Boston Workshop: Jan. 14, 2009: Harnessing New Media for Your Cause

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Presented by Carol Cone, Cone, Inc.

Presented by Carol Cone, Cone, Inc.

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Boston Workshop: Jan. 14, 2009: Harnessing New Media for Your Cause Boston Workshop: Jan. 14, 2009: Harnessing New Media for Your Cause Presentation Transcript

  • Harnessing New Media for Your Cause Carol Cone Chairman and Founder January 14, 2009 Property of Cone, Inc. -- Not for Distribution
  • Why Now for NGO’s? Property of Cone, Inc. -- Not for Distribution Economic Turmoil Critical Recipient Needs Employees Demand Greater Sense of Purpose Interconnected World Shopping as Activism Globalization Millennials
  • CAUSE is Here to Stay! Property of Cone, Inc. -- Not for Distribution
  • Once upon a time… … Communication was simple and one-way. Property of Cone, Inc. -- Not for Distribution
  • Today… … everything is fragmented and blurred . Property of Cone, Inc. -- Not for Distribution
  • Cone’s Definition New Media is Technology-facilitated Dialogue Among Stakeholders Property of Cone, Inc. -- Not for Distribution
  • The Challenge…Clutter “ There is simply too much, too many causes, too many links, too many email solicitations, too many widgets, too much video and too many text messages.” Property of Cone, Inc. -- Not for Distribution
  • The Opportunity…
    • Economic downturn will drive new realities of scarcity for social media
    • More connections – TV viewership and engagement, customer service, product quality
    • Not one technology, but conversational ecosystem
    • Time less Truths Prevail:
      • - Friendship must be earned
      • - Fame is fleeting
      • Excess benefits backlash
      • It pays to listen
      • Authenticity is the most enduring asset
    Back to Fundamentals Property of Cone, Inc. -- Not for Distribution Peter Blackshaw, Nielsen Online
  • Add nonprofit stats – from our other research Waiting to get KD’s speech on NP Cause branding Growing Competition
    • Increased need to differentiate and become a “charity of choice”
    • The world’s largest economies are in recession
    • There are approximately 1.4 million nonprofit organizations in the U.S.
    • Last decade, the number of 501(c)(3) nonprofits grew by almost 65%
    • Consumers are subject to 5,000 ads/product impressions every day
    Property of Cone, Inc. -- Not for Distribution
  • Add nonprofit stats – from our other research Waiting to get KD’s speech on NP Cause branding Donor Imperative 2006 Cone Nonprofit Research, 2007 Cone Holiday Trend Tracker, The Urban Institute, 2006
    • 75% of donors list “personal belief in NGO goals” as “very important”
    • 75% of donors say having a personal relationship with a cause or charity is likely to influence their decision to support it
    • 71% of donors are motivated to purchase cause-related gifts to introduce a cause they care about to others
    • 78% of donors say they are likely to support a cause or charity if someone they trust is involved with it
    Property of Cone, Inc. -- Not for Distribution Girl Scout Cookie Sales Donor Influencers Team Hoyt and Easter Seals 15% Celebrities 30% Companies 40% Co-Workers 60% Places of Worship 63% Charities 64% Friends 77% Family
  • Nonprofit Cause Branding Communications Resources Cause Branding Development Activities Mission-based Services A business strategy that aligns the communication resources, development activities and mission-based services of an organization to generate brand equity, funds and social impact Property of Cone, Inc. -- Not for Distribution
  • Add nonprofit stats – from our other research Waiting to get KD’s speech on NP Cause branding Cause Context Property of Cone, Inc. -- Not for Distribution 2009 LBG Research Institute report “Doing More with Less: How the Economic Downturn Will Impact Corporate Giving in 2009”
  • Add nonprofit stats – from our other research Waiting to get KD’s speech on NP Cause branding Focused and Compelling Mission/Brand Property of Cone, Inc. -- Not for Distribution “ Whatever it takes to save a child”
  • Where Do You Start? Property of Cone, Inc. -- Not for Distribution GOALS Articulate Objectives/ Identify Key Audience(s) 1 STRATEGIES Discover Ideas Define Stories and Messages Identify Channel(s) 2 TACTICS Inform, Connect & Mobilize Audience 3 RESOURCES $ Time 4 5 MEASURE & REFINE
  • ORGANIZATIONAL LEARNING The Journey INFORM Build Brand & Issue Awareness CONNECT Teach, Empower, Create Evangelists MOBILIZE Generate Funds, Advocacy & Drive Change ORGANIZATIONAL LEARNING Property of Cone, Inc. -- Not for Distribution
  • Property of Cone, Inc. -- Not for Distribution
  • Property of Cone, Inc. -- Not for Distribution
  • Inform Property of Cone, Inc. -- Not for Distribution
  • Connect Property of Cone, Inc. -- Not for Distribution
  • Mobilize Property of Cone, Inc. -- Not for Distribution
  • Property of Cone, Inc. -- Not for Distribution
  • Start! To Inform Property of Cone, Inc. -- Not for Distribution
  • Start! To Connect Property of Cone, Inc. -- Not for Distribution
  • Start! To Mobilize Property of Cone, Inc. -- Not for Distribution
  • Fundraising Trends
  • Tangible Donation = $120.00 USD Property of Cone, Inc. -- Not for Distribution
  • Report Back Frequently Property of Cone, Inc. -- Not for Distribution
  • Smaller Donations Property of Cone, Inc. -- Not for Distribution
  • Social Networks Property of Cone, Inc. -- Not for Distribution
  • Mobile Giving Property of Cone, Inc. -- Not for Distribution www.mgive.org
  • Holiday Giving www.changethepresent.org Property of Cone, Inc. -- Not for Distribution
  • Inform. Connect. Mobilize. Property of Cone, Inc. -- Not for Distribution
  •  
  • Be Courageous ! Carol Cone Chairman and Founder [email_address] www.coneinc.com www.doyoustandforsomething.com
  • Recommended Resources
    • Cause Wired by Tom Watson
    • Cone’s What Do You Stand For? Blog
    • www.doyoustandforsomething.com
    • Beth’s Blog
    • beth.typepad.com
    • Cause Marketing Forum
    • www.causemarketingforum.com
    • Facebook Causes http://www.facebook.com/apps/application.php?id=2318966938
    Property of Cone, Inc. -- Not for Distribution
  • Citizen Engagement
    • 75% - Buy a Product
    • 74% - Learn About an Issue
    • 72% - Make Change in Behavior
    • 66% - Donate Money to a Nonprofit
    • 64% - Advocate for an Issue
    • 61% - Volunteer
    2007 Cone Cause Evolution Study Property of Cone, Inc. -- Not for Distribution
  • Millennials “ They are developing new approaches and ideas for problem solving; disposed towards sharing the responsibilities and rewards of effecting change in the world and equipped wit the digital tools and people power to make it happen.” Allison Fine Property of Cone, Inc. -- Not for Distribution
  • Consumers are Demanding Action 93% of social media users believe companies should have a presence in social media 85% want to interact with brands through social media Companies should: Solve my problems: 43% Listen to my feedback: 41% Develop new ways for me to interact with them: 27% Market to me: 25% Source: 2008 Cone Business in Social Media Study Property of Cone, Inc. -- Not for Distribution
  • Expectations During an Economic Downturn Property of Cone, Inc. -- Not for Distribution