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

Online Community Engagementthe future of fundraising in our networked society
Bryan MillerMarketing & Fundraising Consultantbryan@strategyrefresh.com

The future of fundraising?

Let’s begin…with a (true) story

Jenni Ware
Carolee Hazzard

I just gave $207to a complete stranger!

Realtime, online community storytelling

And another…

Charlie SimpsonOnline Community Super-Fundraiser
Aged 7 !

Charlie SimpsonOnline Community Super-Fundraiser

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

Networked Society

This is not justabout technology
More about this
Less about this…
It’s about people increasingly wanting to select their own networks of influencers

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

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 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

Norway’s online marketplace
@Norge

http://discoverdigitallife.com/

Source
Source: TNS Digital Life – discoverdigitallife.com

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)

vs. percentage online users: UK 66%, US 65%, CA 62%, NL 23%
Source: http://www.checkfacebook.com/

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

“The future offundraising is to stop interrupting what people are interested in and to become what people are interested in”
Apologies to JWT

But… we are good at interrupting!
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
INTERRUPTION
Interruption

With online communities we have to think differently
Flip that Funnel!

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

Online sponsorship has led the way in raising big moneyand driving learnings about how to do this well
@
OR

Newsfeed

The power of Facebook newsfeed promotion
Source: JustGiving

Why is Facebook newsfeed promotion so powerful?
RealPeople
RealPersonalisedContent
RealConnections
Because it’swithin a real community

Source: JustGiving

Email remains vitally important – even for active social networkers

Ready to get started?

Combines the enthusiasm, skills and networking experience of Community Fundraisers with the data-led discipline of Digital Direct Marketing

FROM
TO
Contact Lists
Communities
Crowd Funding
Campaigns
Campaign Managers
Content Managers
Capitalising on these new opportunities will involve fundraisers thinking in new ways about how to engage with supporters

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

From Contact Lists to Communities
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
Listen and Learn!

FROM
TO
Contact Lists
Communities
Crowd Funding
Campaigns
Campaign Managers
Content Managers

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

Personalcrowdfundingsites

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

http://myprojects.cancerresearchuk.org/

http://www.yoco.nl/en/

FROM
TO
Contact Lists
Communities
Crowd Funding
Campaigns
Campaign Managers
Content Managers

From Campaign Managers to Content Managers

From Campaign Managers to Content Managers
Remember – a key part of managing your content is measuring its impact

FROM
TO
Contact Lists
Communities
Crowd Funding
Campaigns
Campaign Managers
Content Managers

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”

Online Community Engagementthe future of fundraising in our networked societyBryan Miller
bryan@strategyrefresh.com
@millbry
givinginadigitalworld.org
strategyrefresh.com

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

by Bryan Miller on Nov 13, 2010

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