MMM 2010 @Norge – The land of digital opportunity
MMM 2010 @Norge – The land of digital opportunity
The future of fundraising?
MMM 2010 @Norge – The land of digital opportunity
MMM 2010 @Norge – The land of digital opportunity
Jenni Ware Carolee Hazzard
MMM 2010 @Norge – The land of digital opportunity
MMM 2010 @Norge – The land of digital opportunity
Realtime, online community storytelling
MMM 2010 @Norge – The land of digital opportunity
MMM 2010 @Norge – The land of digital opportunity
MMM 2010 @Norge – The land of digital opportunity
MMM 2010 @Norge – The land of digital opportunity
And another…
MMM 2010 @Norge – The land of digital opportunity
Charlie Simpson
Online Community Super-Fundraiser
Aged 7 !
MMM 2010 @Norge – The land of digital opportunity
Charlie Simpson
Online Community Super-Fundraiser
MMM 2010 @Norge – The land of digital opportunity
MMM 2010 @Norge – The land of digital opportunity
Two key observations
1. Both use sophisticated but free technology to en...
MMM 2010 @Norge – The land of digital opportunity
Networked Society
MMM 2010 @Norge – The land of digital opportunity
This is not just about technology
It’s about people increasingly wanting...
MMM 2010 @Norge – The land of digital opportunity
• The changes in society
underlying this have actually
taken place over ...
MMM 2010 @Norge – The land of digital opportunity
From traditional, distant
sources of authority
To closer, more personal ...
MMM 2010 @Norge – The land of digital opportunity
Peer to Peer advocacy is not new
MMM 2010 @Norge – The land of digital opportunity
But the Web 2.0
acceleration effect is
MMM 2010 @Norge – The land of digital opportunity
Web 2.0 acceleration
Every minute, 24 hours of video footage
is uploaded...
MMM 2010 @Norge – The land of digital opportunity
Norway’s online marketplace
MMM 2010 @Norge – The land of digital opportunity
http://discoverdigitallife.com/
MMM 2010 @Norge – The land of digital opportunity
Source
Source: TNS Digital Life – discoverdigitallife.com
MMM 2010 @Norge – The land of digital opportunity
Some TNS Digital Life Norway findings
• Internet penetration 95% - highe...
MMM 2010 @Norge – The land of digital opportunity
Source: http://www.checkfacebook.com/
vs. percentage online users: UK 66...
MMM 2010 @Norge – The land of digital opportunity
What does this mean for
the future of fundraising?
MMM 2010 @Norge – The land of digital opportunity
“The future of advertising is to stop interrupting what
people are inter...
MMM 2010 @Norge – The land of digital opportunity
What does this mean for
the future of fundraising?
“The future of fundra...
MMM 2010 @Norge – The land of digital opportunity
• Individual donor fundraising has
become over-reliant on traditional
ma...
MMM 2010 @Norge – The land of digital opportunity
With online communities we have to
think differently
Flip that Funnel!
MMM 2010 @Norge – The land of digital opportunity
Source: Seth Godin. Flipping the Funnel www.sethgodin.com
Online Communi...
MMM 2010 @Norge – The land of digital opportunity
Online Community Fundraising
OR
Online sponsorship has led the way in ra...
MMM 2010 @Norge – The land of digital opportunity
Online Community Fundraising
Newsfeed
MMM 2010 @Norge – The land of digital opportunity
Online Community Fundraising
Source: JustGiving
The power of Facebook ne...
MMM 2010 @Norge – The land of digital opportunity
Why is Facebook newsfeed promotion so powerful?
Because it’s
within a re...
MMM 2010 @Norge – The land of digital opportunity
Source: JustGiving
MMM 2010 @Norge – The land of digital opportunity
Email remains vitally important
– even for active social networkers
Onli...
MMM 2010 @Norge – The land of digital opportunity
Ready to get started?
MMM 2010 @Norge – The land of digital opportunity
Online Community Fundraising
Combines the enthusiasm, skills and
network...
MMM 2010 @Norge – The land of digital opportunity
Contact Lists Communities
Crowd FundingCampaigns
FROM TO
Campaign Manage...
MMM 2010 @Norge – The land of digital opportunity
First, find and map your fundraising communities
- online and offline
Fr...
MMM 2010 @Norge – The land of digital opportunity
• Learn from what people are already
doing for you – through your activi...
MMM 2010 @Norge – The land of digital opportunity
Contact Lists Communities
Crowd FundingCampaigns
FROM TO
Campaign Manage...
MMM 2010 @Norge – The land of digital opportunity
The Web 2.0 word
for what Community Fundraisers have always done!
From C...
MMM 2010 @Norge – The land of digital opportunity
Personal crowdfunding sites
MMM 2010 @Norge – The land of digital opportunity
Personal crowdfunding sites
MMM 2010 @Norge – The land of digital opportunity
http://myprojects.cancerresearchuk.org/
Charity-specific
project crowdfu...
MMM 2010 @Norge – The land of digital opportunityhttp://myprojects.cancerresearchuk.org/
MMM 2010 @Norge – The land of digital opportunityhttp://myprojects.cancerresearchuk.org/
MMM 2010 @Norge – The land of digital opportunity
MMM 2010 @Norge – The land of digital opportunity
http://www.yoco.nl/en/
MMM 2010 @Norge – The land of digital opportunity
Contact Lists Communities
Crowd FundingCampaigns
FROM TO
Campaign Manage...
MMM 2010 @Norge – The land of digital opportunity
From Campaign Managers to
Content Managers
MMM 2010 @Norge – The land of digital opportunity
From Campaign Managers to
Content Managers
MMM 2010 @Norge – The land of digital opportunity
From Campaign Managers to
Content Managers
MMM 2010 @Norge – The land of digital opportunity
MMM 2010 @Norge – The land of digital opportunity
Remember
– a key part of managing your content is measuring its impact
F...
MMM 2010 @Norge – The land of digital opportunity
Contact Lists Communities
Crowd FundingCampaigns
FROM TO
Campaign Manage...
MMM 2010 @Norge – The land of digital opportunity
“The future of fundraising is to stop interrupting what
people are inter...
MMM 2010 @Norge – The land of digital opportunity
Online Community Engagement
the future of fundraising
in our networked s...
Upcoming SlideShare
Loading in...5
×

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

1,403

Published on

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

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,403
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

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

  1. 1. MMM 2010 @Norge – The land of digital opportunity
  2. 2. MMM 2010 @Norge – The land of digital opportunity The future of fundraising?
  3. 3. MMM 2010 @Norge – The land of digital opportunity
  4. 4. MMM 2010 @Norge – The land of digital opportunity Jenni Ware Carolee Hazzard
  5. 5. MMM 2010 @Norge – The land of digital opportunity
  6. 6. MMM 2010 @Norge – The land of digital opportunity Realtime, online community storytelling
  7. 7. MMM 2010 @Norge – The land of digital opportunity
  8. 8. MMM 2010 @Norge – The land of digital opportunity
  9. 9. MMM 2010 @Norge – The land of digital opportunity
  10. 10. MMM 2010 @Norge – The land of digital opportunity And another…
  11. 11. MMM 2010 @Norge – The land of digital opportunity Charlie Simpson Online Community Super-Fundraiser Aged 7 !
  12. 12. MMM 2010 @Norge – The land of digital opportunity Charlie Simpson Online Community Super-Fundraiser
  13. 13. MMM 2010 @Norge – The land of digital opportunity
  14. 14. MMM 2010 @Norge – The land of digital opportunity Two key observations 1. 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 2. Both examples are truly donor-led – giving them an authenticity that is uniquely attractive to other donors
  15. 15. MMM 2010 @Norge – The land of digital opportunity Networked Society
  16. 16. MMM 2010 @Norge – The land of digital opportunity This is not just about technology It’s about people increasingly wanting to select their own networks of influencers Less about this… More about this
  17. 17. MMM 2010 @Norge – The land of digital opportunity • The changes in society underlying this have actually taken place over several generations • Through the dissolution of traditional social constraints related to things like class and gender • And the increased personal expectations and wider world view that come with increasing education levels, job flexibility, affluence, opportunities to travel, etc. The evolution of our Networked Society
  18. 18. MMM 2010 @Norge – The land of digital opportunity From traditional, distant sources of authority To closer, more personal sources - like family, friends, colleagues, and shared interest networks The Personalisation of Authority
  19. 19. MMM 2010 @Norge – The land of digital opportunity Peer to Peer advocacy is not new
  20. 20. MMM 2010 @Norge – The land of digital opportunity But the Web 2.0 acceleration effect is
  21. 21. MMM 2010 @Norge – The land of digital opportunity Web 2.0 acceleration Every minute, 24 hours of video footage is uploaded to YouTube1 1: youtube-global.blogspot.com 2: Facebook Press Room stats 3: Blog.twitter.com 4: TripAdvisor.com/mediakit 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 day2 Twitter users send over 600 Tweets every second3 TripAdvisor hosts over 15 million traveler reviews and receives 25 million users a day4
  22. 22. MMM 2010 @Norge – The land of digital opportunity Norway’s online marketplace
  23. 23. MMM 2010 @Norge – The land of digital opportunity http://discoverdigitallife.com/
  24. 24. MMM 2010 @Norge – The land of digital opportunity Source Source: TNS Digital Life – discoverdigitallife.com
  25. 25. MMM 2010 @Norge – The land of digital opportunity Some TNS Digital Life Norway findings • Internet penetration 95% - highest in the world (NL 87%, UK 83%, US 76%, CA 75%) • 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%) • Social Networking ranked as most important daily online activity by 22% (UK 24%, US 17%, NL 15%, CA 15%) • Compared to email at 41% (NL 60%, CA 56%, US 53%, UK 47%) • Mean number of social network friends is 216 (US 178, UK 164, CA 150, NL 115)
  26. 26. MMM 2010 @Norge – The land of digital opportunity Source: http://www.checkfacebook.com/ vs. percentage online users: UK 66%, US 65%, CA 62%, NL 23%
  27. 27. MMM 2010 @Norge – The land of digital opportunity What does this mean for the future of fundraising?
  28. 28. MMM 2010 @Norge – The land of digital opportunity “The future of advertising is to stop interrupting what people are interested in and to become what people are interested in” JWT What does this mean for the future of fundraising?
  29. 29. MMM 2010 @Norge – The land of digital opportunity 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” Apologies to JWT
  30. 30. MMM 2010 @Norge – The land of digital opportunity • Individual donor fundraising has become over-reliant on traditional 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 But… we are good at interrupting! InterruptionINTERRUPTION
  31. 31. MMM 2010 @Norge – The land of digital opportunity With online communities we have to think differently Flip that Funnel!
  32. 32. MMM 2010 @Norge – The land of digital opportunity Source: Seth Godin. Flipping the Funnel www.sethgodin.com 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.”
  33. 33. MMM 2010 @Norge – The land of digital opportunity Online Community Fundraising OR Online sponsorship has led the way in raising big money and driving learnings about how to do this well
  34. 34. MMM 2010 @Norge – The land of digital opportunity Online Community Fundraising Newsfeed
  35. 35. MMM 2010 @Norge – The land of digital opportunity Online Community Fundraising Source: JustGiving The power of Facebook newsfeed promotion
  36. 36. MMM 2010 @Norge – The land of digital opportunity Why is Facebook newsfeed promotion so powerful? Because it’s within a real community Real People Real Personalised Content Real Connections Online Community Fundraising
  37. 37. MMM 2010 @Norge – The land of digital opportunity Source: JustGiving
  38. 38. MMM 2010 @Norge – The land of digital opportunity Email remains vitally important – even for active social networkers Online Community Fundraising
  39. 39. MMM 2010 @Norge – The land of digital opportunity Ready to get started?
  40. 40. MMM 2010 @Norge – The land of digital opportunity Online Community Fundraising Combines the enthusiasm, skills and networking experience of Community Fundraisers with the data-led discipline of Digital Direct Marketing
  41. 41. MMM 2010 @Norge – The land of digital opportunity Contact Lists Communities Crowd FundingCampaigns FROM TO 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
  42. 42. MMM 2010 @Norge – The land of digital opportunity First, find and map your fundraising communities - online and offline From Contact Lists to Communities
  43. 43. MMM 2010 @Norge – The land of digital opportunity • Learn from what people are already doing for you – through your activities or in their own online communities • 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 • 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 From Contact Lists to Communities Listen and Learn!
  44. 44. MMM 2010 @Norge – The land of digital opportunity Contact Lists Communities Crowd FundingCampaigns FROM TO 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
  45. 45. MMM 2010 @Norge – The land of digital opportunity The Web 2.0 word for what Community Fundraisers have always done! From Campaigns to Crowdfunding
  46. 46. MMM 2010 @Norge – The land of digital opportunity Personal crowdfunding sites
  47. 47. MMM 2010 @Norge – The land of digital opportunity Personal crowdfunding sites
  48. 48. MMM 2010 @Norge – The land of digital opportunity http://myprojects.cancerresearchuk.org/ Charity-specific project crowdfunding sites
  49. 49. MMM 2010 @Norge – The land of digital opportunityhttp://myprojects.cancerresearchuk.org/
  50. 50. MMM 2010 @Norge – The land of digital opportunityhttp://myprojects.cancerresearchuk.org/
  51. 51. MMM 2010 @Norge – The land of digital opportunity
  52. 52. MMM 2010 @Norge – The land of digital opportunity http://www.yoco.nl/en/
  53. 53. MMM 2010 @Norge – The land of digital opportunity Contact Lists Communities Crowd FundingCampaigns FROM TO 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. 54. MMM 2010 @Norge – The land of digital opportunity From Campaign Managers to Content Managers
  55. 55. MMM 2010 @Norge – The land of digital opportunity From Campaign Managers to Content Managers
  56. 56. MMM 2010 @Norge – The land of digital opportunity From Campaign Managers to Content Managers
  57. 57. MMM 2010 @Norge – The land of digital opportunity
  58. 58. MMM 2010 @Norge – The land of digital opportunity Remember – a key part of managing your content is measuring its impact From Campaign Managers to Content Managers
  59. 59. MMM 2010 @Norge – The land of digital opportunity Contact Lists Communities Crowd FundingCampaigns FROM TO 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
  60. 60. MMM 2010 @Norge – The land of digital opportunity “The future of fundraising is to stop interrupting what people are interested in and to become what people are interested in” If you only remember one thing!
  61. 61. MMM 2010 @Norge – The land of digital opportunity Online Community Engagement the future of fundraising in our networked society Bryan Miller bryan@strategyrefresh.com @millbry givinginadigitalworld.org strategyrefresh.com

×