Digital Fundraising

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Slides from Chris Ward's (1Goal, Comic Relief, Blue Dot) talk at the Digital Fundraising Conference; Engaging donors & increasing donations through the innovative & cost-effective use of social, online & mobile media

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Digital Fundraising

  1. 1. Chris WardBlue Dot World@chrisatcoffice
  2. 2. Chris WardBlue Dot World@chrisatcoffice
  3. 3. The Future?•  Mobile / text giving•  Apps•  Twitter•  Facebook•  Virtual currency’s / loyalty points•  QR Codes•  Gaming
  4. 4. The Future?How Do I Prepare??
  5. 5. Engaging millions in 2012The Existing Models Are Not Working
  6. 6. your market?•  Don’t care for more than a moment•  Want instant gratification
  7. 7. Identify a moment•  A moment for engagement is when there are going to be the largest number of your consumers focused on one thing.•  That could be your own launch or something completely different that is reaching your consumer.•  (ie A TV show, supermarket promotion, local media event)
  8. 8. Create one goal for that moment•  Raise how much money?•  One thing and very simple
  9. 9. REALTIME IS THE NEW PRIMETIME
  10. 10. GIVE UP CONTROL..AND STILL WIN Don’t try to moderate what people think of you..
  11. 11. PEOPLE DON’T REALLY CARE ABOUT YOUR CAMPAIGN THE GRAPH OF ENGAGEMENT FOR THE MOST SUCCESSFUL FUNDRAISING EVENT IN UK HISTORY… They care for the same time it takes to pass a car crash… (A reverse long tail) don’t start too early
  12. 12. SO, TELL THEM A MILLION TIMESThey will only hear it once – but when they do – they will seeit everywhereif they are not interested they are deaf to itThey will love hearing about it as it is reinforcing the fact thatthey are right to be interested – then they will tell everyonethey know…
  13. 13. ONLY DO WHAT YOU DO BEST•  And nothing else (be open and out for the rest)•  Open source, outsource….
  14. 14. THE REAL WORLD IS STILL THE BIG DRIVER. •  PR •  Old media: TV, Radio, newspapers, telephone
  15. 15. BECOME A COFFICE WORKER The best working environment, enabling you to be in tune with your donors….(with good coffee)
  16. 16. Get yourself a great opponent Bush, Cowell, Poverty, an opposite view
  17. 17. BE RELEVANTUse facts that are relevant to peoples everyday lives…
  18. 18. Provide the ‘Nudge’ for participation•  Your consumers need a ‘nudge’ to engage•  what’s in it for them!?•  Treat them like your fan club:•  Exclusives, content, events, biscuits!
  19. 19. MANUFACTURE SUCCESSCreate a viral loop (or at least read the book and give it a go) ‘Social design’ as Facebook call it
  20. 20. GET SOMEONE BETTER THAN YOU TO DO YOUR JOBYou need access to the inner circle to really achieve success
  21. 21. Tweet & Check-InOpinion formers are the first sheep to follow you..
  22. 22. ENABLE JOURNALISTS TO SHOW OFF With FR we enabled journalists to show off to their old school friends…
  23. 23. Go Go Go – something live every day • 77 X1DAY for 1GOAL • 42 Red Nose Days…. • Momentum!
  24. 24. GO TO THE PUBLIC - THEY WON’T COME TO YOUEngage fully with consumers where they first come across you – don’t expect them to ‘click-thru’
  25. 25. Work with people already doing what you want to doAsk third parties to get their ‘fans’ to ‘JOIN THEM’ in supporting you (not click through…) Obama was brilliant at this
  26. 26. RIP SOMEONE OFF GET SOMEONE TO RIP YOU OFF
  27. 27. •  LOVE CELEBS (EVERYONE ELSE DOES) Putting Moyles on our FB page (instead of logo) doubled traffic…
  28. 28. SHAREIf content is good enough for you to use – let all your supporters use it also – videos & photos via creative commons license…
  29. 29. BE BORINGMake sure everything works on every platform at every speed…
  30. 30. BE FLEXIBLEMust be able to adapt your approach or direction quickly if demand calls for it… (pivot!)
  31. 31. BE REALHave to have ‘real’ stories / examples (ideally in real time) for people to genuinely relate to…
  32. 32. THROW ENOUGH MUD…You don’t know what ‘IS’ going to work – so you have to try everything – but you can do it professionally & cheaply…
  33. 33. USE CHILD LABOUR… They don’t know any different (you do!). And they are good at PowerPoint…
  34. 34. Chris WardBlueDotWorld.com @chrisatcoffice

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