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NORDMA Oslo MMM2010 @Norge - Engaging Online Communities & The Future of Fundraising

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Session I gave at the annual NORDMA MMM Conference in Oslo on 11th November 2010. Covers evolution of the networked society, social media adoption in Norway, and what these mean for the future of......

Session I gave at the annual NORDMA MMM Conference in Oslo on 11th November 2010. Covers evolution of the networked society, social media adoption in Norway, and what these mean for the future of online fundraising

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  • 1. Online Community Engagementthe future of fundraising in our networked society
    Bryan MillerMarketing & Fundraising Consultantbryan@strategyrefresh.com
  • 2. The future of fundraising?
  • 3. Let’s begin…with a (true) story
  • 4. Jenni Ware
    Carolee Hazzard
  • 5. I just gave $207to a complete stranger!
  • 6. Realtime, online community storytelling
  • 7.
  • 8.
  • 9.
  • 10. And another…
  • 11. Charlie SimpsonOnline Community Super-Fundraiser
    Aged 7 !
  • 12. Charlie SimpsonOnline Community Super-Fundraiser
  • 13.
  • 14. Two key observations
    Both use sophisticated but free technology to engage online supporters (Facebook and JustGiving). In neither case did the charities benefiting need to build their own costly online community sites
    Both examples are truly donor-led – giving them an authenticity that is uniquely attractive to other donors
  • 15. Networked Society
  • 16. This is not justabout technology
    More about this
    Less about this…
    It’s about people increasingly wanting to select their own networks of influencers
  • 17. The evolution of our Networked Society
    • The changes in society underlying this have actually taken place over several generations
    • 18. Through the dissolution of traditional social constraints related to things like class and gender
    • 19. And the increased personal expectations and wider world view that come with increasing education levels, job flexibility, affluence, opportunities to travel, etc.
  • The Personalisation of Authority
    From traditional, distant sources of authority
    To closer, more personal sources - like family, friends, colleagues, and shared interest networks
  • 20. Peer to Peer advocacy is not new
  • 21. But the Web 2.0 acceleration effect is
  • 22. Web 2.0 acceleration
    Every minute, 24 hours of video footageis uploaded to YouTube1
    Facebooknow has over 400m active users (more than the whole population of the USA) and 50% of active users log-on in any given day2
    Twitter users sendover 600 Tweets every second3
    TripAdvisorhosts over 15 million traveler reviews and receives25 million users a day4
    1: youtube-global.blogspot.com
    2: Facebook Press Room stats
    3: Blog.twitter.com
    4: TripAdvisor.com/mediakit
  • 23. Norway’s online marketplace
    @Norge
  • 24. http://discoverdigitallife.com/
  • 25. Source
    Source: TNS Digital Life – discoverdigitallife.com
  • 26. Some TNS Digital Life Norway findings
    • Internet penetration 95% - highest in the world (NL 87%, UK 83%, US 76%, CA 75%)
    • 27. At 35%, significantly higher % of ‘Networkers’(The Internet is important to me to establish & maintain relationships) than other developed markets (US 27%, NL 26%, UK 26%, CA 21%)
    • 28. Social Networking ranked as most important daily online activity by 22% (UK 24%, US 17%, NL 15%, CA 15%)
    • 29. Compared to email at 41% (NL 60%, CA 56%, US 53%, UK 47%)
    • 30. Mean number of social network friends is 216 (US 178, UK 164, CA 150, NL 115)
  • vs. percentage online users: UK 66%, US 65%, CA 62%, NL 23%
    Source: http://www.checkfacebook.com/
  • 31. What does this mean for the future of fundraising?
  • 32. What does this mean for the future of fundraising?
    “The future of advertising is to stop interrupting what people are interested in and to become what people are interested in”
    JWT
  • 33. What does this mean for the future of fundraising?
    “The future offundraising is to stop interrupting what people are interested in and to become what people are interested in”
    Apologies to JWT
  • 34. But… we are good at interrupting!
    • Individual donor fundraising has become over-reliant on traditional mass-market interruptive direct response techniques
    • 35. Less tolerance of interruptive fundraising leads to falling response rates
    • 36. 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
    • 37. Or an increase in the ‘level’ of the interruption - from direct mail and DRTV to Face-to-Face
    INTERRUPTION
    Interruption
  • 38. With online communities we have to think differently
    Flip that Funnel!
  • 39. Online Community Fundraising
    “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.”
    Source: Seth Godin. Flipping the Funnel www.sethgodin.com
  • 40. Online Community Fundraising
    Online sponsorship has led the way in raising big moneyand driving learnings about how to do this well
    @
    OR
  • 41. Online Community Fundraising
    Newsfeed
  • 42. Online Community Fundraising
    The power of Facebook newsfeed promotion
    Source: JustGiving
  • 43. Online Community Fundraising
    Why is Facebook newsfeed promotion so powerful?
    RealPeople
    RealPersonalisedContent
    RealConnections
    Because it’swithin a real community
  • 44. Source: JustGiving
  • 45. Online Community Fundraising
    Email remains vitally important – even for active social networkers
  • 46. Ready to get started?
  • 47. Online Community Fundraising
    Combines the enthusiasm, skills and networking experience of Community Fundraisers with the data-led discipline of Digital Direct Marketing
  • 48. FROM
    TO
    Contact Lists
    Communities
    Crowd Funding
    Campaigns
    Campaign Managers
    Content Managers
    Online Community Fundraising
    Capitalising on these new opportunities will involve fundraisers thinking in new ways about how to engage with supporters
  • 49. From Contact Lists to Communities
    First, find and map your fundraising communities- online and offline
  • 50. From Contact Lists to Communities
    • Learn from what people are already doing for you – through your activities or in their own online communities
    • 51. Invite them to take part in online discussions about your fundraising and what support they would like - a great way to generate and test ideas
    • 52. Then reach-out to others who might fit the profile of active online community members from your existing supporter base or through wider recruitment activity
    Listen and Learn!
  • 53. FROM
    TO
    Contact Lists
    Communities
    Crowd Funding
    Campaigns
    Campaign Managers
    Content Managers
    Online Community Fundraising
    Capitalising on these new opportunities will involve fundraisers thinking in new ways about how to engage with supporters
  • 54. From Campaigns to Crowdfunding
    The Web 2.0 wordfor what Community Fundraisers have always done!
  • 55. Personalcrowdfundingsites
  • 56. Personalcrowdfundingsites
  • 57. Charity-specific project crowdfunding sites
    http://myprojects.cancerresearchuk.org/
  • 58. http://myprojects.cancerresearchuk.org/
  • 59. http://myprojects.cancerresearchuk.org/
  • 60.
  • 61. http://www.yoco.nl/en/
  • 62. FROM
    TO
    Contact Lists
    Communities
    Crowd Funding
    Campaigns
    Campaign Managers
    Content Managers
    Online Community Fundraising
    Capitalising on these new opportunities will involve fundraisers thinking in new ways about how to engage with supporters
  • 63. From Campaign Managers to Content Managers
  • 64. From Campaign Managers to Content Managers
  • 65. From Campaign Managers to Content Managers
  • 66.
  • 67. From Campaign Managers to Content Managers
    Remember – a key part of managing your content is measuring its impact
  • 68. FROM
    TO
    Contact Lists
    Communities
    Crowd Funding
    Campaigns
    Campaign Managers
    Content Managers
    Online Community Fundraising
    Capitalising on these new opportunities will involve fundraisers thinking in new ways about how to engage with supporters
  • 69. If you only remember one thing!
    “The future of fundraising is to stop interrupting what people are interested in and to become what people are interested in”
  • 70. Online Community Engagementthe future of fundraising in our networked societyBryan Miller
    bryan@strategyrefresh.com
    @millbry
    givinginadigitalworld.org
    strategyrefresh.com