Harnessing  New Media  for Your Cause Carol Cone Chairman and Founder January 14, 2009   Property of Cone, Inc.  -- Not fo...
Why Now for NGO’s? Property of Cone, Inc.  -- Not for Distribution Economic Turmoil  Critical Recipient Needs Employees De...
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 Dis...
The Challenge…Clutter “ There is simply too much, too many causes, too many links, too many email solicitations, too many ...
The Opportunity… <ul><li>Economic downturn will drive new realities of scarcity for social media </li></ul><ul><li>More co...
Add nonprofit stats – from our other research Waiting to get KD’s speech on NP Cause branding Growing Competition <ul><li>...
Add nonprofit stats – from our other research Waiting to get KD’s speech on NP Cause branding Donor Imperative 2006 Cone N...
Nonprofit Cause Branding Communications Resources Cause  Branding Development  Activities Mission-based Services A busines...
Add nonprofit stats – from our other research Waiting to get KD’s speech on NP Cause branding Cause Context Property of Co...
Add nonprofit stats – from our other research Waiting to get KD’s speech on NP Cause branding Focused and Compelling Missi...
Where Do  You  Start? Property of Cone, Inc.  -- Not for Distribution GOALS Articulate Objectives/ Identify Key Audience(s...
ORGANIZATIONAL LEARNING The Journey INFORM Build Brand &  Issue Awareness CONNECT Teach, Empower,  Create Evangelists MOBI...
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 <ul><li>Cause Wired  by Tom Watson </li></ul><ul><li>Cone’s  What Do You Stand For?  Blog  </li></ul...
Citizen Engagement <ul><li>75% -  Buy a Product </li></ul><ul><li>74% -  Learn About an Issue </li></ul><ul><li>72% -  Mak...
Millennials “ They are developing new approaches and ideas for problem solving; disposed towards sharing the responsibilit...
Consumers are Demanding Action 93%  of social media users  believe companies should  have a presence in social media 85%  ...
Expectations During an Economic Downturn Property of Cone, Inc.  -- Not for Distribution
Upcoming SlideShare
Loading in...5
×

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

586
-1

Published on

Presented by Carol Cone, Cone, Inc.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
586
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
19
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Boston Workshop: Jan. 14, 2009: Harnessing New Media for Your Cause

    1. 1. Harnessing New Media for Your Cause Carol Cone Chairman and Founder January 14, 2009 Property of Cone, Inc. -- Not for Distribution
    2. 2. 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
    3. 3. CAUSE is Here to Stay! Property of Cone, Inc. -- Not for Distribution
    4. 4. Once upon a time… … Communication was simple and one-way. Property of Cone, Inc. -- Not for Distribution
    5. 5. Today… … everything is fragmented and blurred . Property of Cone, Inc. -- Not for Distribution
    6. 6. Cone’s Definition New Media is Technology-facilitated Dialogue Among Stakeholders Property of Cone, Inc. -- Not for Distribution
    7. 7. 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
    8. 8. The Opportunity… <ul><li>Economic downturn will drive new realities of scarcity for social media </li></ul><ul><li>More connections – TV viewership and engagement, customer service, product quality </li></ul><ul><li>Not one technology, but conversational ecosystem </li></ul><ul><li>Time less Truths Prevail: </li></ul><ul><ul><li>- Friendship must be earned </li></ul></ul><ul><ul><li>- Fame is fleeting </li></ul></ul><ul><ul><li>Excess benefits backlash </li></ul></ul><ul><ul><li>It pays to listen </li></ul></ul><ul><ul><li>Authenticity is the most enduring asset </li></ul></ul>Back to Fundamentals Property of Cone, Inc. -- Not for Distribution Peter Blackshaw, Nielsen Online
    9. 9. Add nonprofit stats – from our other research Waiting to get KD’s speech on NP Cause branding Growing Competition <ul><li>Increased need to differentiate and become a “charity of choice” </li></ul><ul><li>The world’s largest economies are in recession </li></ul><ul><li>There are approximately 1.4 million nonprofit organizations in the U.S. </li></ul><ul><li>Last decade, the number of 501(c)(3) nonprofits grew by almost 65% </li></ul><ul><li>Consumers are subject to 5,000 ads/product impressions every day </li></ul>Property of Cone, Inc. -- Not for Distribution
    10. 10. 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 <ul><li>75% of donors list “personal belief in NGO goals” as “very important” </li></ul><ul><li>75% of donors say having a personal relationship with a cause or charity is likely to influence their decision to support it </li></ul><ul><li>71% of donors are motivated to purchase cause-related gifts to introduce a cause they care about to others </li></ul><ul><li>78% of donors say they are likely to support a cause or charity if someone they trust is involved with it </li></ul>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
    11. 11. 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
    12. 12. 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”
    13. 13. 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”
    14. 14. 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
    15. 15. 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
    16. 16. Property of Cone, Inc. -- Not for Distribution
    17. 17. Property of Cone, Inc. -- Not for Distribution
    18. 18. Inform Property of Cone, Inc. -- Not for Distribution
    19. 19. Connect Property of Cone, Inc. -- Not for Distribution
    20. 20. Mobilize Property of Cone, Inc. -- Not for Distribution
    21. 21. Property of Cone, Inc. -- Not for Distribution
    22. 22. Start! To Inform Property of Cone, Inc. -- Not for Distribution
    23. 23. Start! To Connect Property of Cone, Inc. -- Not for Distribution
    24. 24. Start! To Mobilize Property of Cone, Inc. -- Not for Distribution
    25. 25. Fundraising Trends
    26. 26. Tangible Donation = $120.00 USD Property of Cone, Inc. -- Not for Distribution
    27. 27. Report Back Frequently Property of Cone, Inc. -- Not for Distribution
    28. 28. Smaller Donations Property of Cone, Inc. -- Not for Distribution
    29. 29. Social Networks Property of Cone, Inc. -- Not for Distribution
    30. 30. Mobile Giving Property of Cone, Inc. -- Not for Distribution www.mgive.org
    31. 31. Holiday Giving www.changethepresent.org Property of Cone, Inc. -- Not for Distribution
    32. 32. Inform. Connect. Mobilize. Property of Cone, Inc. -- Not for Distribution
    33. 34. Be Courageous ! Carol Cone Chairman and Founder [email_address] www.coneinc.com www.doyoustandforsomething.com
    34. 35. Recommended Resources <ul><li>Cause Wired by Tom Watson </li></ul><ul><li>Cone’s What Do You Stand For? Blog </li></ul><ul><li>www.doyoustandforsomething.com </li></ul><ul><li>Beth’s Blog </li></ul><ul><li>beth.typepad.com </li></ul><ul><li>Cause Marketing Forum </li></ul><ul><li>www.causemarketingforum.com </li></ul><ul><li>Facebook Causes http://www.facebook.com/apps/application.php?id=2318966938 </li></ul>Property of Cone, Inc. -- Not for Distribution
    35. 36. Citizen Engagement <ul><li>75% - Buy a Product </li></ul><ul><li>74% - Learn About an Issue </li></ul><ul><li>72% - Make Change in Behavior </li></ul><ul><li>66% - Donate Money to a Nonprofit </li></ul><ul><li>64% - Advocate for an Issue </li></ul><ul><li>61% - Volunteer </li></ul>2007 Cone Cause Evolution Study Property of Cone, Inc. -- Not for Distribution
    36. 37. 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
    37. 38. 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
    38. 39. Expectations During an Economic Downturn Property of Cone, Inc. -- Not for Distribution
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×