The Future of Fundraising in a Networked Society Bryan Miller Head of Strategy & Consumer Insight Cancer Research UK

The Big Picture The Future of Fundraising in a Networked Society

The Future of Fundraising?

The Future of Fundraising? Institute of Fundraising National Convention 2006 B.Miller. “Key trends that will shape how we fundraise by the end of the decade” (This illustration was a joke, by the way!)

The Future of Fundraising?

The Future of Fundraising

The Future of Fundraising in a networked society

Not so named because of our being connected by the Internet Rather, because we are free, in ways not available to previous generations, to choose our own personalised networks of connections and influences - in place of traditional sources of information and authority Living in a Networked Society

Not so named because of our being connected by the Internet

Rather, because we are free, in ways not available to previous generations, to choose our own personalised networks of connections and influences - in place of traditional sources of information and authority

The societal changes underpinning this have taken place over several generations Through the dissolution of traditional social constraints related to things like class and gender Living in a Networked Society

The societal changes underpinning this have taken place over several generations

Through the dissolution of traditional social constraints related to things like class and gender

The societal changes underpinning this have taken place over several generations Through the dissolution of traditional social constraints related to things like class and gender Living in a Networked Society And the increased personal expectations and wider world view that come with increasing education levels, job flexibility, affluence, opportunities to travel, etc.

The societal changes underpinning this have 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 growing trust deficit

The personalisation of authority

Peer-to-peer advocacy is not new

But the Web 2.0 acceleration effect is

http://www.intelligentgiving.com/

http://dd.berkeley.edu/user/index.php

Don’t forget the importance of “offline peer-to-peer advocacy”* (*aka “Talking”) At most, 20% of peer-to-peer brand advocacy occurs online* *Keller Fay Group, 2008

What does this mean for the future of fundraising?

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

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”

The future of fundraising? R.I.P.?

Donor Fatigue? Recession? Compassion Fatigue? The future of fundraising? Fundraiser Fatigue?

Donor Fatigue? Compassion Fatigue? Recession? Fundraiser Fatigue?

Donor Fatigue? Compassion Fatigue? Recession? Fundraiser Fatigue?

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

Fundraising Funnel Fatigue 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

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

Beating Fundraising Funnel Fatigue Flip the Funnel!

‘ Donor get Donor’ recruitment? Direct Debit I My Charity

“ 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 http://www.sethgodin.com Peer-to-Peer fundraising

Peer-to-Peer fundraising The younger supporter segments display a greater willingness to tell others about their support for Cancer research UK And they are the ones using social media on a daily basis… Mid-age to Young Older

Peer-to-Peer fundraising = Community Fundraising 2.0

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

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

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

From Contact Lists to Communities Listen and learn 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 supporterbase or through wider recruitment

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 supporterbase or through wider recruitment

The burning question Go where people are - or bring them to you?

Donors are doing it for themselves

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

From Campaigns to Crowdfunding (and beyond…) The Web 2.0 word for what Community Fundraisers have always done!

Brand-specific Project Crowdfunding Sites http://myprojects.cancerresearchuk.org/

Kiva.org Cause-specific Project Crowdfunding Sites

Charity Crowdfunding ‘Supermarkets’ Globalgiving.com Multi-Cause Project Crowdfunding Sites

SeeTheDifference.org Multi-Cause Project Crowdfunding Sites

The rise of online “microphilanthropy”

The rise of online “microphilanthropy” “ Any small-scale activity or gesture that carries with it some intent to do good, has the effect of transforming communities for the better, and is facilitated by technology” Peter Deitz Founder of Social Actions “ This is more than just breaking down philanthropy into small pieces and moving it online. It involves an infrastructure that is fundamentally different and changes the way in which philanthropy takes place. One that far better reflects the new non-linear relationships that we now have with each other, with lots of points of entry, lots of feedback, and opportunities to change your role along the way” http://www.youtube.com/watch?v=_4e_eHf9tCA

socialactions.com

thepoint.com

allforgood.com

The burning question How do crowdfunding ‘supermarkets’ and microphilanthropy aggregation initiatives fit into your online strategy?

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

From Campaign Managers to Content Managers Commodity CONTENT Community

Where now? The burning question

We’re all in much the same boat! Givinginadigitalworld.org