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IFC - Digital Revolution

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A cooperative session from the 2010 International Fundraising Conference featuring Michael Hoffman and many other incredible fundraising experts presenting about the sea change in online fundraising ...

A cooperative session from the 2010 International Fundraising Conference featuring Michael Hoffman and many other incredible fundraising experts presenting about the sea change in online fundraising in the digital age.

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    IFC - Digital Revolution IFC - Digital Revolution Presentation Transcript

    • The digital revolution e d g ta e o ut o Featuring a host of new media stars Hosted by Daryl Upsall
    • 3
    • The digital revolution featuring digital revolution featuring… • Daryl Upsall • Mike Johnston • Mike Colling • Marcelo Iniarra..via Marcelo Iniarra via Skype • Ritka Heino • Bryan Miller • y Jason Potts …virtually • Ted Hart…via Skype • Michael Hoffman Michael Hoffman • Alfredo Botti
    • Pioneer years – 1994 years – 1994… • First EVER new media and First EVER new media and  fundraising  seminar • December 1994 Channel 4 December 1994 ,Channel 4  TV theatre in Westminster,  London.  London • Mike Johnston and George  Irish from HJC Toronto,  hf Canada and me • 250 UK fundraising leaders
    • “Greenpeace Mindbombing the Internet” • “G Greenpeace  Mindbombing the Internet” I ” • Since 1983 Greenpeace  campaigners and  fundraisers using an  internally developed email  starting with "Easylink • By 1994 raising  $50,000  USD per month online  p from www.greenpeace.org
    • The “mindbombs” continue mindbombs continue
    • First White House  Web site  Welcome  Web site “Welcome to the White  House Oct. 21, House” Oct. 21,  1994
    • Anticipating the future • "This service is an example of how we can  p provide government services and information  to the public in a more timely manner, more  efficiently and more cost effectively.“ ffi i l d ff i l “ • less than 10% of US public had access to the  Internet in 1994 I t t i 1994 • By October of 1995, the White House Web  site s servers had loaded the home page over 4  site's servers had loaded the home page over 4 million times and delivered over 50 million  p g pages and images to users. g Vice President Al Gore, 1994
    • Mike Johnston HJC New Media HJC New Media Pioneer www.hjcnewmedia.com www hjcnewmedia com
    • There has been a lot of therapy to do with  fundraisers over the years...
    • The early days… Daryl called it  ‘catching eyeballs’
    • Greenpeace Online Fundraising Growth over 10 years 11.848 12000 N u 10000 m b e 8000 r o f 6000 d o 4000 n o r 2000 2.324 s 111 883 0 Monthly Single
    • Estimated  Estimated number of social  media players  – 7 illi ! 7 million!
    • Technology as  gy a challenge to  creativity? Technology can  distract us from  what s in front  what’s in front of our eyes… Technology  Technology change our  conversations…
    • With technological  With technological change coming even  change coming even p faster.... Keep it human!  Remember the human  moment!
    • Jason Potts Jason Potts THINK Consulting Solutions THINK C lti S l ti Pioneer www.thinkcs.org www thinkcs org
    • Ritka Heino FINN CHURCH AID  Practicioner Selling hope online www.kirkonulkomaanapu.fi o u o aa apu
    • FINN CHURCH AID – DIGITAL FUNDRAISING CASE RITKA HEINO
    • 23 FINN CHURCH AID – VERY SHORTLY • Biggest development aid organization in Finland. g • Second biggest humanitarian aid organization in Finland Finland. • Annual income 25 million euro. 2.10.2008
    • 24 …FCA FUNDRAISING STRATEGY … FCA • Among other goals, one of the main goal is: ”Our digital fundraising jumps over the current development and will be a pioneer in new technology fundraising. fundraising.” 2.10.2008
    • 25 CASE: VIRTUAL ETHICAL GIFT ”TOISENLAINEN LAHJA” (A DIFFERENT KIND OF GIFT) • Ethical virtual gift, that works 90% in g , the digital world. • Annual income ~1 3 million euro 1,3 • Annual cost for marketing ~150 000 euro (11%) (11%). 2.10.2008
    • 26 HOW DOES IT WORK WORK: • Web-pages as the marketing channel: choose a gift. f • Add it to your shopping basket. • Pay either web-bank, credit card or sms. • Gift comes to your email or directly to the gift y y g receivers e-mail. 2.10.2008
    • 27 HOW DO WE MARKET IT? • Online banners • Google ad and -search • Facebook-fan pages • Print ads • Radio • SMS to earlier buyers • E-letter to earlier buyers • T l Telemarketing to earlier b k i li buyers 2.10.2008
    • 28 WHICH CHANNEL WORKS THE BEST? From ~ 150 000 visitors at the shopping page: 38% via Google (ad) = 57 000 visitors 15 % via Google (organic) = 11 500 visitors i G l ( i ) i it 17 % Direct = 26 500 visitors 11 % K Kua.fi => via Finn Church Aid pages fi i Fi Ch h 60 Google (53% t t) tot) 40 Direct 20 FCA-page 2.10.2008 0
    • 29 WHAT HAPPENS AFTER DONATION? • E-letter • Telemarketing e e a et g • Sms-marketing • F Facebook suggestion (i the messages) b k ti (in th ) • Suggestion to become a regular donor via these channels 2.10.2008
    • 30 THE YEAR ROUND SEE THE AD SMS, E-LETTER, PLS BUY AGAIN, IT’S BUY, PAY CHRISTMAS.. ONLINE OR SMS THANK YOU E-LETTER AND UPDATE OF THE RECEIVE E- AID WORK RESULTS MAIL ABOUT THE GIFT THANK YOU E-MAIL NEW SEASON AD BY OR SMS: PLS SMS,, DONATE REGULARLY, E-LETTER, PRINT, RADIO UPDATE OF THE AID WORK 2.10.2008
    • 31 PLANS … • New digital marketing channels under work. • Updates to iPhone, iPad, smartphones – about the aid work results, about new gifts. h d k l b f • From virtual gift to someting to touch: small easy-price accessories …with nanotechnology. 2.10.2008
    • Kiitos. THANK YOU!
    • Marcelo Iniarra Marcelo Iniarra TC ‐ Tribe Chief Innovator Skype: www.marceloiniarra.com www marceloiniarra com
    • “Hi Steve, Yes I want an I phone 4 ! p Marcelo Iñarra Iraegui marcelo@marceloiniarra.com +51 9 11 5158 1206 Facebook.com/marcelo.iniarra Twitter @marceloiniarra
    • . I didn’t fail. I just found ten thousand fail ways that didn’t work didn t
    • Bravery Bravery
    • Mary had a little lamb Its fleece as white as snow And everywhere that Mary went, her lamb was sure to go...
    • - . / -- - ..- .. . .-. . ... / - - .- ... .- .-. / - - --- - -- .. -- --- / ? --.- - - -.-. - - - -.-. -. --.
    • Play/Game Creativity C ti it
    • Google’s new mantra: Mobile First “Computing “Computing power, interconnectivity and the cloud.. cloud.. The phone is where p these three all interconnect and you need to get these three waves right if you want to win. win.” Eric Schmidt, CEO of Google , February 16 2010 16, Mobile World Congress
    • 3 Digital trends in a tiny screen !
    • m-wallets m-cards Premium SMS Direct Mobile billing m-transfers m transfers Co tact ess ea Contactless Near Field Communication
    • Haiti Earthquake: the tipping point ! Earthquake: Mas 32 millones recaudados por la p Cruz Roja en USA
    • Sources : http://www.webdevelopersnotes.com
    • Mobile Expectations Source : Gartner inc. 1995
    • “I want an I innovation lab in every NGO”
    • Thank you ! o Marcelo Iñarra Iraegui marcelo@marceloiniarra.com marcelo@marceloiniarra com +51 9 11 5158 1206 Facebook.com/marcelo.iniarra Twitter @marceloiniarra
    • Michael Hoffman See3 Communications See3 Communications Why video matters y deo a e s http://see3.net/
    • October 9, 2006: Google Buys YouTube G l B Y T b
    • YouTube: Why Video Matters YouTube: Why Video Matters Users (M) % Users Age All 57.1 – In 1 Minute 24 hours of video are  ou s o deo a e <18 11.0 19% uploaded to YouTube 18‐34 11.1 19% #4 Biggest Site in the World #4 Bi t Sit i th W ld 35‐44 12.3 22% Bigger than MySpace and  45‐54 11.9 21% Wikipedia Source: Alexa 55+ 10.9 19% More than 1 Hour Gender Male 29.8 52% Average time spent on  Average time spent on Female 27.3 48% YouTube Source: Nielsen//NetRatings (October 2007)  ‐ US audience.
    • Your Audience is Watching
    • Video is CRITICAL  Video is CRITICAL for Search f S h
    • The YT Nonprofit Program The YT Nonprofit Program • O Organizations must be nonprofits based in  US,  i ti tb fit b d i US UK, Canada, or Australia • Increased branding capabilities I d b di biliti • HTML channel banner • Branded side column image • Ability to add Call to Action overlay and  y y externally linkable annotations • More info: http://www youtube com/nonprofits More info: http://www.youtube.com/nonprofits
    • Visit: www.YouTube.com/NonprofitVideoAwards Visit Yo T be com/NonprofitVideoA ards
    • Michael Hoffman • Web: http://see3.net/ • Email:  michael@see3.net • Twitter:  @Michael_Hoffman Twitter: @Michael Hoffman • Phone:  +1 773‐784‐7333
    • Alfredo Botti Alfredo Botti We Me Foundation We‐Me Foundation Online Activist “Digital Media qué?” www.we‐me.org
    • Alfedo Botti – We-Me.org We-
    • We reached 1 Million 1,5 Million votes in 51 days in 65 days Alfredo Botti – We-Me.org We-
    • Campaign Fact: Forest Law approved Alfredo Botti – We-Me.org We-
    • Other facts and figures Online Supporters GPA 2008 (2005: 160K) 1 million Monthly Donors GPA 2008 (2005: 22K) 72,000 Last Years´ Income in AR$ $ All real except 2008 2004 $ 2.634.000 Growth rate year by year Growth rate Base 2004 2005 $ 3.063.000 16% 16% 2006 $ 4.238.000 38% 161% 2007 $ 5.500.000 30% 209% ODP 2008 $ 8.382.000 52% 318% Forecast 2008 $ 12.036.208 219% 457% Inspiration… Alfredo Botti – We-Me.org We-
    • find purpose… Greenpeace India Alfredo Botti – We-Me.org We-
    • Greenpeace India Alfredo Botti – We-Me.org We-
    • Greenpeace India Alfredo Botti – We-Me.org We-
    • Overall Tatas campaign #1 p g • Activating 150K people in 6 months • BNP Paribas a financier for the port has pulled out Paribas, port, of the project… • FR campaign with ROI of 10-1 in first year. • M t influentiall online organisation with less than 7 Most i fl ti li i ti ith l th y years in the country y Greenpeace India Alfredo Botti – We-Me.org We-
    • Benchmarking: New Zealand g Alfredo Botti – We-Me.org We-
    • Benchmarking: New Zealand g • 5.5% of population (3.7% in Forest Law in Argentina) • PM John Key committed to 15-20% cut in emissions by 2020 15 20% Alfredo Botti – We-Me.org We-
    • Moving f forward… again d Alfredo Botti – We-Me.org We-
    • We- We-Me.org in a nutshell: grass-roots organisations and grass- individuals taking local action, empowered by digital media We- e o g everybody s We-Me.org: e e ybody is invited to pa t c pate acco d g to t e e ted participate according their possibilities, in any of our four programmes Alfredo Botti – We-Me.org We-
    • Alfredo Botti – We-Me.org We-
    • • 1 year • 2 programmes up and running • 2 programmes on their way • 107 volunteers… l t • Total: 22 partner organizations • Linked to a network of 230 grass-roots organisations • Empowering model… Alfredo Botti – We-Me.org We-
    • We- We-Me.org Staff Alfredo Botti – We-Me.org We-
    • Your Cause Here Alfredo Botti – We-Me.org We-
    • Alfredo Botti – We-Me.org We-
    • Alfredo Botti – We-Me.org We-
    • Alfredo Botti – We-Me.org We-
    • Alfredo Botti – We-Me.org We-
    • Alfredo Botti – We-Me.org We-
    • Alfredo Botti – We-Me.org We-
    • I tell my story Photo & Video Alfredo Botti – We-Me.org We-
    • Alfredo Botti – We-Me.org We-
    • Alfredo Botti – We-Me.org We-
    • Alfredo Botti – We-Me.org We-
    • Alfredo Botti – We-Me.org We-
    • Alfredo Botti – We-Me.org We-
    • • Hope Alfredo Botti – We-Me.org We-
    • Alfredo Botti – We-Me.org We-
    • Mike Colling Mike Colling Mike Colling and Company Pioneer – S Pi Screenager www.mcand.co.uk
    • The Digital Revolution Coming to a screen near you……. C i t 21st O t b 21 t October 2010 Prepared by: Mike Colling mike@mcand.co.uk mike@mcand co uk
    • What am I going to tell you • The internet is just the start • Think TV, but everywhere • Thi k screens that know who you are, and where you are Think th t k h d h • AND what you are interested in…
    • Internet users globally Growth 1995 - 20 0 G h 99 2010 28.8% Global population Source: Internet world stats Sept 2010
    • We now have three screens in our life
    • Much more change is coming
    • Screens are starting to behave like one another h
    • Social networking as never before
    • And intelligent screens
    • Here come the intelligent small screens Source: Morgan Stanley
    • And boy are they bright
    • Implications for us as fundraisers
    • We know who you are
    • And what else you are doing
    • Ted Hart Ted Hart ePhilanthropy and Skypista and Skypista S ype ed a usa Skype: tedhartusa www.tedhart.com
    • Navigating Through the Present and Into the Future: Presented by: Ted Hart, ACFRE Fundraising 2.0 Twitter = @tedhart ©2010 Ted Hart
    • Your supporters Y t aren’t looking to buy something or give because you need the money…y ©2010 Ted Hart
    • … they are sharing in a y g d ea t ey are part of dream, they a e pa t o the story, they are investing in success ©2010 Ted Hart
    • ©2010 Ted Hart
    • The Th Bottom Line for Success Online Fundraising g ©2010 Ted Hart
    • The Th Bottom Line for Success Inspiring p g Online Action ©2010 Ted Hart
    • What is the essence of fundraising? ©2010 Ted Hart
    • or Online or Offline = Relationships ©2010 Ted Hart
    • Relationships e at o s ps • Spirit p • Identity • Beliefs B li f • Perception • Values • Culture • Meaning • Community ©2010 Ted Hart
    • How Do You Get Others To See, Care and Believe I B li In Your Vision? ©2010 Ted Hart
    • “I had to know and understand my own story before I could listen to and help other people with theirs” th i ” -President Barack Obama ©2010 Ted Hart
    • Stop Begging ©2010 Ted Hart
    • Fundraising 2.0 Organization Where Fundraising and Social Networking Existing E i ti Meet M t Supporters Peers Peers Peers Peers Peers Peers ©2010 Ted Hart
    • The Th Bottom Line for Success Fundraising g ©2010 Ted Hart
    • The Th Bottom Line for Success Inspiring p g Action ©2010 Ted Hart
    • THANK YOU! Ted Hart, ACFRE President and CEO http://tedhart.com htt //t dh t 9101 Carriage House Lane Columbia, MD 21045 v 410.303.8370 f 206-203-4758 Facebook: facebook.com/tedhart LinkedIn: linkedin.com/in/tedhart Skype: tedhartusa Email: tedhart@tedhart.com Twitter: @tedhart 126 ©2010 Ted Hart
    • Bryan Miller  Bryan Miller Strategy Refresh Strategy Refresh Mobile revolutionary y www.strategyrefresh.com
    • The Mobile Digital Revolution International Fundraising Congress, October 2010
    • 30 years of evolution f l i International Fundraising Congress, October 2010
    • 1981 – Mobile Digital? International Fundraising Congress, October 2010
    • And the rest is history history… • In 1980 a report for AT&T by consultants McKinsey & Co forecast a world market of 900,000 cellular phones by the end of 2000 • By the end of 2009 there were actually over 4.6 billion mobile cellular subscriptions globally • And over 900,000 handsets are now sold every 3 days! International Fundraising Congress, October 2010
    • The Social Potential • Of the 1.9 billion additional mobile subscriptions over the last 3 years, over 1 6 billi were i th 1.6 billion in the Developing World • In China and India over 90% of villages are now connected through a mobile phone network • Much Developing World growth driven by money transfer services - allowing people without b k ll i l ith t bank accounts to send and receive money safely by text message • Vodafone’s M-Pesa money transfer service in Kenya has over 5 million users International Fundraising Congress, October 2010 Source: UN ITU Snapshot June 2010 (www.itu.int)
    • The Fundraising Potential International Fundraising Congress, October 2010 Source: UN ITU Snapshot June 2010 (www.itu.int)
    • The arrival of the Smart Phone (rather ( h more than jh just a ‘ h ‘phone’) ’) International Fundraising Congress, October 2010
    • The arrival of the Smart Phone (rather ( h more than jh just a ‘ h ‘phone’) ’) International Fundraising Congress, October 2010 Images thanks to topcultured.com
    • With all this going on on… Web Social MMS Browsing Networking SMS Twitter Sat-Nav Camera Video Location-based Camera Services Mobile Coupons Mobile MP3 Music Player Calls Games Email …plus Countless Other ‘Apps’ What else offers you so much fundraising potential? International Fundraising Congress, October 2010
    • In a pocket near you – soon! • In 2010 nearly 1.3 billion mobile phones will ship globally - and 250 million will be Smartphones • In the US and Europe virtually all p y phones sold will be Smartphones within 5 years • eMarketer analysis predicts there will be more mobile internet users in China than the entire population of the US by the end of this year International Fundraising Congress, October 2010
    • • By 2013 mobile phones will overtake PCs as the most common Web access device worldwide* “For the first time there will be over 1 billion mobile devices accessing For time, internet by year-end, gaining quickly on the 1.3 billion PCs accessing the internet – as the former is growing at 2.5 times the rate of the latter” Frank Gens Senior. VP & Chief Analyst, IDC Senior Analyst International Fundraising Congress, October 2010 *Gartner Research ‘Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance’. Jan 2010
    • Talking is so yester-year! yester year! International Fundraising Congress, October 2010
    • SMS text message fundraising • Text messaging ranks alongside calling as the top way in which mobile phones are used – and text volumes keep growing • UK mobile users sent 96 8b t t messages d i 2009 bil t 96.8bn text during (265m/day) – up 23% on 2008* • The UK’s Red Nose Day 2009 raised £7.8m through text donations! y g International Fundraising Congress, October 2010 *Source: Mobile Data Association. January 2010
    • Using the phone’s camera differently - QR Codes International Fundraising Congress, October 2010
    • International Fundraising Congress, October 2010 http://www.bullying.co.uk/index.php/make-a-poster.html
    • New website and email requirements i “Mobile Web users are typically prepared to make fewer clicks on a website than users accessing sites from a PC. Websites not optimized for the smaller- screen formats will become a market barrier for their owners.”* “While a quarter of people now access emails via their mobile phone, poor formatting and a lack of brand recognition means that almost a third of permission- based marketing emails are being deleted unread.”** International Fundraising Congress, October 2010 *Gartner ‘Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance’. Jan 2010 ** Experian CheetahMail . ‘Email marketing: the mobile conundrum’ Sept 2009
    • International Fundraising Congress, October 2010
    • International Fundraising Congress, October 2010 Source: http://www.wired.com/magazine/2010/08/ff_webrip/all/1
    • International Fundraising Congress, October 2010
    • International Fundraising Congress, October 2010
    • Location, Location, Location Location Location International Fundraising Congress, October 2010
    • Location based Location-based social networking Location-specific Location-based Status Updates p Search Gameplay Virtual Customer Loyalty Mobile Tour Guide Programmes Coupons International Fundraising Congress, October 2010
    • • Earth Justice advertising campaign on the San Francisco BART rail system in response to the Gulf of Mexico oil spill • Every check-in matched with a $10 corporate donation International Fundraising Congress, October 2010
    • With all this going on on… Web Social MMS Browsing Networking SMS Twitter Sat-Nav Camera Video Location-based Camera Services Mobile Coupons Mobile MP3 Music Player Calls Games Email …plus Countless Other ‘Apps’ What else offers you so much fundraising potential? International Fundraising Congress, October 2010
    • International Fundraising Congress, October 2010
    • 153 International Fundraising Congress, October 2010
    • Gracias
    • Let’s raise some money ’ i