Our Digital Futures



        Steve Bridger
 Third Sector Forum - 6 May 2009

                                           ...
(I know that you know) Web 2.0 means
things you can do




                    people you know
                        Jes...
The challenge: the boundaries
  of traditional charities are
under assault by new patterns
     of communication and
  ass...
social media provides an architecture for participation -
       not just a new channel for more of the same
             ...
but charities structured for
              ‘transactional’ relationships,
                  not for conversations


volunt...
right now, we’re feeling some
          real pain




         http://www.flickr.com/photos/davidmaddison/67234056/
       ...
but we need to recruit people into roles like these...




                                                         7
while you
talk of doom
                                                        were
  & gloom
                            ...
This i
                     s not
                                                 anoth
                                 ...
people are more connected
      in a recession




                                                                       ...
and (still) have expectations of being able
     to change the landscape quickly




                      experiences
   ...
digital team
silos & turf wars




organisational dependency on hierarchy
               graphic adapted from Gobillot, 20...
the social web is disruptive, but some
members of the SMT are still resisting
                http://www.youtube.com/watch...
the new normal - deal with it
                                                                14
        original doodle b...
innovation
  from the
‘messy’ edges




perfection does not lead to participation
                                      15...
As supporters increasingly
  want to mix giving their
   time, money, activism &
influence... the time has come
for chariti...
net works will gradually replace institutions
                graphic adapted from Gobillot, 2006
                        ...
perso
    centra     nal id
           l to n    entity
        engag     ew ru
                emen    les of
           ...
need to focus on one-to-one, highly
personal approaches; one person, one
connection, one conversation at a time
          ...
“the message is not about the
  charity; it’s about why the
      messenger cares” (Katya Andresen)


                    ...
OLD WAY: join us because we kick ass
NEW WAY: join us because we want you
to kick ass
                                    ...
real engagement =
 when people do things for the
cause you didn’t ask them to do




         http://www.flickr.com/photos/...
participation is marketing




                        23
(scalable)
role changing from                                                                  conversations
  broadcaster...
let your people work socially rather than assume in
advance that none of it is any use to you
make resources go further by...
trust the hiring decision




       http://www.flickr.com/photos/jfchenier/428825569/
                                    ...
I’m not advocating
 throwing the baby out
with the bath water... but



       http://www.flickr.com/photos/mikefischer/1681...
http://www.flickr.com/photos/petereed/138369750/
                                                  28
what’s the
                                                                                      Return On
               ...
Please let me know what
       you think :-)
       @stevebridger
     mexicanwave@gmail.com




      http://www.flickr.co...
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Steve Bridger, Aquent third sector forum May09

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Steve Bridger is an independent consultant and ‘Buzz Director’ with over twenty years experience in the not for profit sector. A sought-after speaker, at the forum he discusses "How digital (that's you) will lead your charity in a hyper-connected world".

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Steve Bridger, Aquent third sector forum May09

  1. 1. Our Digital Futures Steve Bridger Third Sector Forum - 6 May 2009 1 http://www.flickr.com/photos/charmermrk/3085808659/
  2. 2. (I know that you know) Web 2.0 means things you can do people you know Jessica Hagy 2
  3. 3. The challenge: the boundaries of traditional charities are under assault by new patterns of communication and association... regardless of how the individual technology pieces change 3
  4. 4. social media provides an architecture for participation - not just a new channel for more of the same 4
  5. 5. but charities structured for ‘transactional’ relationships, not for conversations volunteer donor / fundraiser campaigner / activist beneficiary 5
  6. 6. right now, we’re feeling some real pain http://www.flickr.com/photos/davidmaddison/67234056/ 6
  7. 7. but we need to recruit people into roles like these... 7
  8. 8. while you talk of doom were & gloom sleeping http://www.flickr.com/photos/flash_nerd/3488024255/ http:/ 8 /www.flickr.com/photos/ceruleandepths/1693238000/
  9. 9. This i s not anoth er cyc le; it’ sa Image by Francis Tiangsun; reproduced with permission 9
  10. 10. people are more connected in a recession 10 http://www.guardian.co.uk/lifeandstyle/2009/feb/10/underground-restaurants-london http://www.flickr.com/photos/browners/3304257382/ with permission
  11. 11. and (still) have expectations of being able to change the landscape quickly experiences 11
  12. 12. digital team silos & turf wars organisational dependency on hierarchy graphic adapted from Gobillot, 2006 12
  13. 13. the social web is disruptive, but some members of the SMT are still resisting http://www.youtube.com/watch?v=s83Roxf wPFg 13
  14. 14. the new normal - deal with it 14 original doodle by Dave Gray; remixed with permission
  15. 15. innovation from the ‘messy’ edges perfection does not lead to participation 15 original doodle by Dave Gray; remixed with permission
  16. 16. As supporters increasingly want to mix giving their time, money, activism & influence... the time has come for charities to re-structure to reflect this 16
  17. 17. net works will gradually replace institutions graphic adapted from Gobillot, 2006 17
  18. 18. perso centra nal id l to n entity engag ew ru emen les of t we are becoming ever more focused on ourselves as individuals yet yearn to be members of communities (indulgence + philanthropy) 18
  19. 19. need to focus on one-to-one, highly personal approaches; one person, one connection, one conversation at a time (but how to scale?) 19
  20. 20. “the message is not about the charity; it’s about why the messenger cares” (Katya Andresen) 20
  21. 21. OLD WAY: join us because we kick ass NEW WAY: join us because we want you to kick ass 21
  22. 22. real engagement = when people do things for the cause you didn’t ask them to do http://www.flickr.com/photos/krypto/3321950347/ 22
  23. 23. participation is marketing 23
  24. 24. (scalable) role changing from conversations broadcasters to around your aggregators appeals should all charities release an API? individual goals realised through your work adapted from a David Armano graphic | darmano.typepad.com 24
  25. 25. let your people work socially rather than assume in advance that none of it is any use to you make resources go further by encouraging employees to embrace & develop their personal brands think about how programmes & communications can be articulated through grassroots net works to deliver your mission 25
  26. 26. trust the hiring decision http://www.flickr.com/photos/jfchenier/428825569/ 26
  27. 27. I’m not advocating throwing the baby out with the bath water... but http://www.flickr.com/photos/mikefischer/168105454/ 27
  28. 28. http://www.flickr.com/photos/petereed/138369750/ 28
  29. 29. what’s the Return On Ignoring? http://www.flickr.com/photos/heather/976689760/ http://www.flickr.com/photos/russelldavies/375434178/ 29
  30. 30. Please let me know what you think :-) @stevebridger mexicanwave@gmail.com http://www.flickr.com/photos/russelldavies/375434178/ 30
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