2010 Deutscher Fundraising Kongress Online Community Fundraising Session

Community Fundraising 2.0 The future of fundraising in our networked society Bryan Miller Marketing & Fundraising Consultant StrategyRefresh.com

Hello! 2010 Deutscher Fundraising Kongress

The future of fundraising?

“ The future has already arrived. It’s just not evenly distributed yet”

Let’s begin… with a (true) story

Jenni Ware Carolee Hazzard

Realtime, online community storytelling

And another…

Charlie Simpson – Super Fundraiser (aged 7)

Could these stories happen in Germany?

The Networked Society

This is NOT all about technology It’s about people becoming increasingly able to select and engage their own personal networks

Not all about technology… It’s all about people

From traditional, distant sources of authority To closer, more personal sources - like family, friends, colleagues, and shared interest networks The Personalisation of Authority

The Personalisation of Authority

The Networked Society Consumer

Peer to Peer advocacy is not new

But the Web 2.0 acceleration effect is

Web 2.0 acceleration Every minute, 24 hours of video footage is uploaded to YouTube 1 1: youtube-global.blogspot.com, 17/03/10 2: Facebook Press Room stats 3: Blog.twitter.com, 22/02/10 Facebook now has over 400m active users (more than the whole population of the USA) and 50% of active users log-on in any given day 2 Twitter users send 600 Tweets every second 3

Let’s look at the German market

Watching video online? 2006 2007 2008 2009 Source: UM Social Media Tracker, 2009

Create a Social Network Profile? 2006 2007 2008 2009 Source: UM Social Media Tracker, 2009

German Social Media Summary
German Internet users have been cautious adopters of social media
However, adoption has grown significantly over the last three years – and shows little sign of slowing
2006 2007 2008 2009 Source: UM Social Media Tracker, 2009

“ Germany is at least five years behind the U.S. when it comes to social media and its adoption by a larger part of society” Marcel Weiß. Editor Netzwertig.com When following other markets… learn from the leaders “ Here in Germany only between 1-3% of donations are made online”* Joana Breidenbach . Betterplace.org *Compared to c10% in the US

What does this mean for the future of fundraising?

“ The future of fundraising is to stop interrupting what people are interested in and to become what people are interested in” What does this mean for the future of fundraising?

Dead? (not yet!) The future of fundraising?

Donor Fatigue? Compassion Fatigue? Fundraiser Fatigue? Traditional fundraising?

Fundraising Funnel Fatigue I think we’re suffering from ‘FFF’

Individual donor fundraising has become over-reliant on mass-market interruptive direct response techniques
Less tolerance of interruptive fundraising leads to falling response rates
Falling response rates leave us needing an ever greater volume of prospects to feed into the funnel to generate the new donor numbers we require
Or an increase in the ‘level’ of the interruption - from direct mail and DRTV to Face-to-Face
The Fundraising Funnel

Beating Fundraising Funnel Fatigue Flip the Funnel!

DONATION Donor-get-donor recruitment? I My Charity

Community Fundraising 2.0

“ A new set of online tools makes this approach not just a possibility, but also an imperative for any organization hoping to grow. Give your fan club a megaphone and get out of the way.”* *Seth Godin. Flipping the Funnel www.sethgodin.com Community Fundraising 2.0

Community Fundraising 2.0

Getting Started

Combining the enthusiasm, skills and networking experience of Community Fundraisers with the data-led discipline of Direct Marketing Community Fundraising 2.0 Contact Lists Communities Crowd Funding Campaigns FROM TO Campaign Managers Content Managers

First, find and map your fundraising communities - online and offline From Contact Lists to Communities

From Contact Lists to Communities

You still need to invest in good email software to engage most effectively with your online communities From Contact Lists to Communities

Learn from what people are already doing for you – through your activities or in their own online communities
You can invite them to take part in online discussions about future fundraising - what support they would like, etc. A great way to generate and test ideas
Then you can reach-out to others who might fit the profile of active online community members from your existing supporter base or through wider recruitment
From Contact Lists to Communities Listen and Learn

Community Fundraising 2.0 Contact Lists Communities Crowd Funding Campaigns FROM TO Campaign Managers Content Managers

The Web 2.0 word for what Community Fundraisers have always done! From Campaigns to Crowdfunding

Personal crowdfunding sites

http://www.altruja.de//

http://myprojects.cancerresearchuk.org/ Charity-specific project crowdfunding sites

http://myprojects.cancerresearchuk.org/

aka Charity Crowdfunding ‘Supermarkets’ Multi-charity project crowdfunding sites http://de.betterplace.org//

http://de.wikando.com/

Aggregating online ‘micro-philanthropy’ opportunities http://socialactions.com/

Aggregating online ‘micro-philanthropy’ opportunities

Community Fundraising 2.0 Contact Lists Communities Crowd Funding Campaigns FROM TO Campaign Managers Content Managers

From Campaign Managers to Content Managers

How best to capitalise on the opportunities offered by social media as part of an effective fundraising strategy is something everyone is still working through We’re all in the same boat!

“ The future of fundraising is to stop interrupting what people are interested in and to become what people are interested in”

Community Fundraising 2.0 The future of fundraising in our networked society Bryan Miller [email_address] @millbry strategyrefresh.com givinginadigitalworld.org

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2010 Deutscher Fundraising Kongress Online Community Fundraising Session

by Bryan Miller on Apr 17, 2010

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2010 Deutscher Fundraising Kongress Online Community Fundraising Session — Presentation Transcript