Social Media for
Mobilising,
Fundraising and
Development
David Girling
@socialmedia4D
#SocialDevKE
Q.Is social media a good
thing?
Q.Has social media changed
the world?
Mobilsation
Social Media Revolutions
Clay Shirky – Open Source Movement
- No managers
- No profit
- Linux (1993) - Google
- PERL
- Wiki’s
- Joomla
Information Sharing

Collaborative Production

Collective Action
Four roles of social media
- Grassroots mobilisation
- Organising the rise of civil society and active
citizenship
- Count...
- Mobile usage is expanding rapidly
- Google Speak to Tweet #egypt
- Facebook to form groups – covert and overt
- Journali...
Fundraising
Social Media for NGOs
Social Media for NonProfit
• Heather Mansfield
• 500,000 followers
• Web 1.0.
• Web 2.0.
• Web 3.0.
Groundswell
• Forrester Research
• Analysts / Data
• Social technographics
Why use social media:
Brand awareness
Information
Fundraising / Promotion
Engagement
Sharing
Build a community
Crisis comm...
Social media is:
- Global
- Free
- Immediate
- Interactive
- Mobilising
- Empowering
Defining your objectives
- Building brand awareness
- Nurturing relationships
- Promoting events
- Crisis management
- Inf...
Defining your audiences
- Taxpayers
- Current Donors
- Latent Donors
- Policymakers
- Media
- Opinion makers and opinion f...
Social Media Fundraising Tips
• Start with a popular, sexy, fashionable or timely cause (sorry but this still
makes a diff...
Development
Social Media
Norwich
A quick case study
Internet / Mobile Stats
UK Kenya
Population 63.7m 44.9m
Internet Access 80% 47%
Mobile Subsciptions 82.7m 31.3m
Mobile Int...
Monthly mobile costs as % of salary
Job Monthly Salary
Cleaner 672 1.78%
Taxi Driver 1,333 0.89%
Web Designer 2,500 0.47%
...
Useful links
Socialnomics video
http://bit.ly/sociolnomics2014
Can Social Media help change the world? Video
http://bit.ly...
THANK YOU!
David Girling
@socialmedia4D
#SocialDevKE
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
Social Media for Mobilization, Fundraising and Development - Nairobi Talk
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Social Media for Mobilization, Fundraising and Development - Nairobi Talk

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How can social media for used as a tool for mobilization, fundraising and delopment. This talk was presented at Pawa 254 in Nairobi, Kenya on Thursday 5th June 2014.

The presentation offers some insights into how organisations across the world have utilised social media as a tool for social change.

There are some links to videos at the end of the presentation.

Published in: Education, Technology, Business
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  • Wikipedia / Wikileaks
    7 July 2005 Bombings – news broke out on Wikipedia
  • Bill Wasik – 2003
    60 people invited through email
    Harpers Magazine Editor – now Wired Magazine
    Street Performance – Love Rug – lived in a commune.
  • http://www.bbc.co.uk/news/health-26683817
  • http://www.bbc.co.uk/news/uk-england-27192089
  • 19 year old girl.
    Deleted tweet was an SOS
    RT 1,700 times
    Reach 200,000

    “Illegally being held here in Parliament St Station Delhi, w/15 other women. Terrified. Pls RT.”
    Lawyers and Activists.
  • Social Media for Mobilization, Fundraising and Development - Nairobi Talk

    1. 1. Social Media for Mobilising, Fundraising and Development David Girling @socialmedia4D #SocialDevKE
    2. 2. Q.Is social media a good thing? Q.Has social media changed the world?
    3. 3. Mobilsation Social Media Revolutions
    4. 4. Clay Shirky – Open Source Movement - No managers - No profit - Linux (1993) - Google - PERL - Wiki’s - Joomla
    5. 5. Information Sharing  Collaborative Production  Collective Action
    6. 6. Four roles of social media - Grassroots mobilisation - Organising the rise of civil society and active citizenship - Counter rumour of propaganda - Analysing statements released by government
    7. 7. - Mobile usage is expanding rapidly - Google Speak to Tweet #egypt - Facebook to form groups – covert and overt - Journalists used Twitter to report on the ground - They uploaded links to stories, photos, videos or blogs - Al Jazeera posted links to photos and videos - Egyptians tweets and posts were picked up by journalists - CNN – iReports – emergence of new reporting
    8. 8. Fundraising Social Media for NGOs
    9. 9. Social Media for NonProfit • Heather Mansfield • 500,000 followers • Web 1.0. • Web 2.0. • Web 3.0.
    10. 10. Groundswell • Forrester Research • Analysts / Data • Social technographics
    11. 11. Why use social media: Brand awareness Information Fundraising / Promotion Engagement Sharing Build a community Crisis communications
    12. 12. Social media is: - Global - Free - Immediate - Interactive - Mobilising - Empowering
    13. 13. Defining your objectives - Building brand awareness - Nurturing relationships - Promoting events - Crisis management - Information dissemination - Increase traffic to the website - Increase donations - Advertise for volunteers
    14. 14. Defining your audiences - Taxpayers - Current Donors - Latent Donors - Policymakers - Media - Opinion makers and opinion formers - Partners
    15. 15. Social Media Fundraising Tips • Start with a popular, sexy, fashionable or timely cause (sorry but this still makes a difference) • Have and share a genuinely human story in a warm and non-patronising way • Make the story about the person and their dreams, not the charity’s (at least not until later…) • Make it emotional but positive • Use images or video throughout • Sprinkle in some celebrity comment via social media • Share it across your social networks • Make it easy for donors to give at every opportunity • Share success as a ‘push’ for more donations • Be sufficiently fleet of foot to get your communications and messages out to your audiences quickly • Don’t expect it to work overnight but be prepared to share and talk about it if it does Source: www.fundraising.co.uk
    16. 16. Development Social Media
    17. 17. Norwich A quick case study
    18. 18. Internet / Mobile Stats UK Kenya Population 63.7m 44.9m Internet Access 80% 47% Mobile Subsciptions 82.7m 31.3m Mobile Internet 49% 29% 3G Coverage 99.1% XX Tablets 24% XX
    19. 19. Monthly mobile costs as % of salary Job Monthly Salary Cleaner 672 1.78% Taxi Driver 1,333 0.89% Web Designer 2,500 0.47% Teacher 2,666 0.44% Journalist 2916 0.41% http://www.mirror.co.uk/news/uk-news/uk-average-salary-26500-figures-3002995
    20. 20. Useful links Socialnomics video http://bit.ly/sociolnomics2014 Can Social Media help change the world? Video http://bit.ly/SoMe4DInfo Save The Children – Syria Video http://bit.ly/most-shocking Mama Hope – African Stereotypes video http://bit.ly/african-stereotypes Africa for Norway Video http://bit.ly/africa-for-norway What is Branding Video http://bit.ly/what-is-branding Rusty Radiator Awards http://www.rustyradiator.com
    21. 21. THANK YOU! David Girling @socialmedia4D #SocialDevKE
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