Dutch Social Media Fundraising

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Presentation I just gave at the Nationale Vakdag Fonsenwerving 08 on Social Network Fundraising

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  • From what I've seen on the holding site I think Play It Forward looks great, infact I recently mentioned it on my blog: http://givinginadigitalworld.wordpress.com/2008/12/23/play-it-forward-new-project-crowdfunding-site-soon-to-launch/

    Look forward to seeing how it grows when it goes live in early January
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Dutch Social Media Fundraising

  1. 1. Social network fundraising & the role of online networks The future of fundraising in a networked society Bryan Miller Head of Strategy & Consumer Insight Cancer Research UK
  2. 2. The Six Degrees of Kevin Bacon Almost 90% of all actors can be linked to Kevin Bacon - within six degrees
  3. 3. The Six Degrees of Kevin Bacon ? Rutger Hauer Kevin Bacon Almost 90% of all actors can be linked to Kevin Bacon - within six degrees
  4. 4. The Six Degrees of Kevin Bacon oracleofbacon.org
  5. 5. Six Degrees of Separation
  6. 6. Three Degrees of Separation? Friends Family Work Shared Interest Networks e.g. e.g. e.g. e.g. e.g. Religion Hobbies Sport Music Locality
  7. 7. The Networked Society
  8. 8. The Networked Society Consumer
  9. 9. So, what does this mean for the future of fundraising?
  10. 10. The Future of Fundraising “The future of fundraisingis to stop interrupting “The future of advertising is to stop interrupting what people are interested in and to become what people are interested in” JWT
  11. 11. The Future of Fundraising
  12. 12. Traditional individual donor fundraising follows a ‘funnel’ approach We put prospects in the top We present them with fundraising asks And we see who comes out of the bottom with a donation
  13. 13. Traditional individual donor fundraising follows a ‘funnel’ approach But, every year that goes by… keeping the funnel filled becomes an ever more costly process… to deliver the volume of people we need to come through with a donation
  14. 14. Things need to change!
  15. 15. What if we flip the funnel? - we get a supporter megaphone!
  16. 16. Social media makes this possible (that’s why it’s so exciting!)
  17. 17. Social Networking Sites Just one part of the Social Media Landscape - but an important one for fundraisers to understand Web-based services that enable the formation of virtual communities by allowing individuals to… (1) construct a public or semi-public profile within a bounded system (2) articulate a list of other users with whom they share a connection (3) view and traverse their list of connections and those made by others within the system Source: Social Network Sites: Definition, History, and Scholarship Journal of computer-mediated communication, 13(1), article 11.
  18. 18. The Social Networking Landscape - generic vs special interest
  19. 19. The Global Social Networking Landscape Hyves: 5,778k MUVs (+87%) Facebook: 16,132k MUVs (+168%) MySpace: 73,691k MUVs (+7%) LiveSpaces: 6,670k MUVs (+57%) LiveSpaces: 1,825k MUVs (-27%) Beebo: 11,395k MUVs (+13%) Facebook: 35,594k MUVs (+34%) MySpace: 2,236k MUVs (+66%) MySpace: 389k MUVs (-40%) MySpace: 8,130k MUVs (-24%) Classmates: 14,867k MUVs (+23%) Badoo: 1,934 (+51%) Orkut: 14,492k MUVs (+37%) MySpace: 4,749k MUVs (+17%) LiveSpaces: 5,332k MUVs (+2%) LiveSpaces: 3,818k MUVs (+17%) LiveSpaces: 2,835k MUVs (-14%) MySpace: 1,286k MUVs (+29%) MySpace: 462k MUVs (-14%) Piczo: 1,302k MUVs (-23%) Hi5: 1,797k MUVs (+124%) Source: comScore May/June 2007 vs May/June 2008
  20. 20. The Dutch seem to like online social networking! *Source: Synovate research with 13,000 respondents aged 18 to 65, across 17 countries. September 2008
  21. 21. The Dutch seem to like online social networking! *Source: Synovate research with 13,000 respondents aged 18 to 65, across 17 countries. September 2008
  22. 22. The Dutch seem to like online social networking! Source: Universal McCann Social Media Tracker 03/08
  23. 23. That’s quite enough theory for now. I want to go fundraising!
  24. 24. Social network fundraising is all about people in self-selected communities Online and Offline!
  25. 25. Community Fundraising That’s something we do understand
  26. 26. So, imagine we take all we and add what we know about Community know about Web 2.0 Fundraising we get… Community Fundraising 2.0
  27. 27. But how do we do it? 1. Audience 2. Fundraising 3. Tools Opportunities Understand who Devise fundraising Help them to use the your best prospects opportunities that most suitable social are and how best to work for them media tools to reach them spread the word - (and their friends!) and raise the money
  28. 28. 1. Find your online community advocates
  29. 29. Get online and start listening!
  30. 30. 2. Develop Community Fundraising Opportunities Tangible Easy Interesting All in all…worth talking about
  31. 31. Sponsored Events
  32. 32. Sources of traffic to Justgiving.com Source: JustGiving blog
  33. 33. Specific project appeals
  34. 34. “Crowdfunding”
  35. 35. 3. The tools • In the Web 2.0 world a wide range of online tools are available - for free! • Before you start to build your own online tools - see what your potential online supporters are already using
  36. 36. 3. The tools • In the future, our role as online fundraisers will increasingly be to provide Content not Campaigns • Our online supporters will campaign for us - if we give them the right content
  37. 37. Social network fundraising is all about people in self-selected communities So, we take all we and add what we know about Community know about Web 2.0 Fundraising and we get… Community Fundraising 2.0
  38. 38. http://givinginadigitalworld.wordpress.com/

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