Fundraising in an Age of Social Media for Wycliffe
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Session 2, designed to include more discussion/activity, and draw out the fundraising expertise of the people in the room, and put it within digital culture...
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Fundraising in an Age of Social Media for Wycliffe
- 1. FUNDRAISING VIA SOCIAL MEDIA Dr Bex Lewis @drbexl #EFAC14 Director, Digital Fingerprint Research Fellow in Social Media and Online Learning, CODEC Centre for Digital Theology, Durham University October 2014 for https://www.wycliffe.org http://www.slideshare.net/drbexl/fundraising-in-an-age-of-social- media-for-wycliffe This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International
- 2. The Digital Revolution? “There is a revolution sweeping across the globe, driven by the massive growth of the internet and internet related technologies. Known as the Digital Revolution it is on par with other great global shifts such as the Agrarian Revolution and the Industrial Revolution. And it is completely changing the landscape of how we communicate, how we influence, how we relate. This isn’t simply about coming to grips with a new technology to assist us in our work, but requires of us a fundamental shift in our processes, our structures and approaches. If we don’t respond then as Eric Hoffer states, we will find ourselves, ‘beautifully equipped to deal with a world that no longer exists.’” Event Publicity, 2010
- 4. “Before the press … information was passed mouth-to-ear, scribe-to-scribe; it was changed in the process; there was little sense of ownership and authorship. In the five-century-long Gutenberg era, text did set how we see our world: serially with a neat beginning and a defined end; permanent; authored. Now, we are passing out of this textual era and that may well affect how we look at our world. That may appear to change how we think. But it won't change our wires.” Pew Report, 2012 quoting Jeff Jarvis, Journalist
- 5. Even though in practice, face-to-face communication can, of course, be angry, negligent, resistant, deceitful and inflexible, somehow it remains the ideal against which mediated communication is judged as flawed. Prof Sonia Livingstone, Children and the Internet: Great Expectations and Challenging Realities. 2009, p26
- 6. Where do your carefully crafted mailings go?
- 13. “Technology should not dictate our values or our methods. Rather, we must use technology out of our convictions and values.” John Dyer, From the Garden to the City, 2011,p5
- 15. If you’re not talking in that space, someone else will be – either on your behalf/negatively
- 16. Who will become your ambassadors?
- 19. “We should not overlook the fact that those who for whatever reason lack access to social media run the risk of being left behind,” with a reminder that communication is ultimately a human rather than a technological achievement. Pope Francis, World Communications Day, 2014
- 28. Connectivity: ‘4 degrees of separation’?
- 31. http://mashable.com/2014/06/25/time-spent-is-the-metric-of-the-moment-as-upworthy-opens-its-attention-minutes-code/ Short attention spans? Attention Minutes measures everything from video player signals about whether a video is currently playing to a user’s mouse movements to which browser tab is currently open — all to determine whether the user is still engaged," Upworthy wrote. "The result is a fine-grained and unforgiving metric that tells us whether people are really engaged with our content or have moved on to the next thing.
- 33. Who is your audience? • GENERAL: • Age? • Gender? • Location? • Educational Level? • Beliefs? • Attitude to paper/digital, including payment? • ONLINE: • What are they searching for? • How can you make it easier for them to find? • How can you make it easy for them to want to share?
- 39. “Links to and from your site are very important. Supporters, sponsors and donors should all be encouraged to link through to your website. The number of links to a page plays a big part in determining your search ranking.” KnowHow Non Profit Blog
- 41. Demonstrate impact and/or where extra ££ are going in a way that is compelling for those with information overload.
- 49. Fundraising Emails • Similarity to offline letters • Lots of stories • Easy to skim-read with headlines, etc. • Strong headlines • Less is more • Clear, concise and understandable ask *say thank you • Suitable for smaller, not larger, gifts • Tie to something tangible • Only send to those who have subscribed • Include offline contact information • Make it easy for people to unsubscribe
- 52. http://whitefusemedia.com/blog/poverty-porn-should-fundraising-override-dignity Exploring what to avoid?
- 56. The more you communicate with your supporters and keep them in touch with the workings of the charity, the more you get back Kirsty Stephenson, Child’s i Foundation,
- 57. "They need to write a clear brief about what they want to achieve and think about what they want on the digital side as well as what they want from print." Louise Barker, RNIB
- 58. Your Campaigns?
Editor's Notes
- (Remember in all this tools such as Skype/Text, are still strong tools for 1-2-1 contact… kids using WhatsApp/Snapchat, etc.)
- So, remembering back to yesterday … A popular concept is that we are now in ‘The Digital Age’ following ‘The Digital Revolution’ of the late twentieth century. See, as this flyer from a Christian/digital event in 2010 spelt out (read), for some technology and technological developments are defined as the key agents in history and social change. Remember what we said the other day about mobile: “Think about device compatibility By the time DEC had raised £65m last year, £6m of that figure had come from tablets and smartphones. But when you think that more than half of people give up when they are trying to donate via mobile, charities face a huge potential loss of donations. Your website has to be able to give your potential donors the experience they need to donate if you don’t want to lose out.” http://www.thirdsector.co.uk/five-ways-online-giving/fundraising/article/1281173
- As we saw yesterday … is it truly revolutionary? Much has changed, but much remains the same, and without previous communications developments we wouldn’t use contemporary media in the way that we do. Really want you to treasure the fundraising, etc. knowledge that you already have (and that I don’t specifically have – acquisition, conversion & retention) – and think about how this now works within digital culture … many things that have worked on paper format work online .. But there’s that extra emphasis on relationship building … people don’t like to feel that they are being SOLD to, and they have got information coming at them from every angle.. Image Source: RGBStock // http://www.slideshare.net/ShanelleClapham/what-to-consider-when-planning-your-digital-fundraising-strategy
- Makes things possible, but doesn’t make them inevitable… or does it? Wonder how this works with other philosopher’s notion of a ‘worldview’ … and part of the reason CODEC exists, is we can challenge the idea that we are helpless in the arms of technology =- we have a worldview of faith = how does that challenge the notion that we are helpless… do we not make choices about when we press ‘send’!
- What do we think about this as a quote … and also how much do we value written communication? discuss
- Amongst me & many of my friends … this is what happens to your carefully thought out mailings… especially the super-urgent ones … I tend to read so much on the move – on my mobile devices … that stuff in the post gets a quick look, then added to the recycling bin, or to light the fire… There ARE still people who value this – and you need to do the numbers on what people respond to – but it is about LISTENING and having a range of distribution channels…
- I DO, however, get lots of these kind of things, and I try and reserve enough money to be able to sponsor my friends in their various endeavors – usually around £5-20 depending how flush I’m feeling (rather than what they are doing!). http://www.getambition.com/learning-journey/crowdsourcing-fundraising/
- These sites then encourage you to share that you’ve sponsored someone (can be interesting for those who like to ‘give quietly’) – to raise awareness …. Occasionally you can hit the right nerve with e.g. a ‘cute story’… as Joel did – he wanted £60, and got over £5000 as people said “wow, look at this”… always easier with the ‘human interest’ angle – cuts across all boundaries… whereas Bible translation need to work with a particular group…
- Another similar site…
- Encourage people to tell a story – Twitter hashtag campaigns – can come from the charity, although biggest campaigns (e.g. #nomakeupselfie for Cancer UK, and ALS ice bucket) were both bottom up, rather than top down campaigns… http://electricputty.co.uk/blog/how-charities-are-owning-social-media-innovation-to-get-ahead/ http://www.theguardian.com/voluntary-sector-network/2014/aug/20/ice-bucket-challenge-hashtag-charity-macmillan ““As with #nomakeupselfie, this is a movement, not a campaign led by an organisation – so I don’t think any one cause to lay claim to it. I would advise any charity to ready themselves for similar opportunities in the future.”” Note e.g. #CharityTuesday (and lists, etc.) http://www.fundraising.co.uk/2014/10/18/social-media-fundraising-2014-meme-raising/ - #wakeupcall the only one set by a charity – others were ground up…
- Look out for opportunities to join e.g. this kind of thing – which fits the right message … http://uk.movember.com “Movember also found that the average donation amount was $27, a 13 percent increase from 2011 and 60 percent of donators used Facebook to share their involvement with the campaign. Additionally, 10 million visits to Movember.com came from the social network, an increase of 37 percent from the previous year.” http://sproutsocial.com/insights/facebook-nonprofit-best-practices/
- Digital technology is addressed more within a framework of affordances and constraints (following Gibson, 1977): what does each new development in technology make possible, what does it limit, and what choices are therefore available? So, there’s all this shiny new stuff, but remember [QUOTE]
- Take time to think about core values that underlie the organization and therefore fundraising/communications efforts… flipchart Image source: Stockfresh
- In a global market – stories re e.g. Wycliffe in the USA (see the story on the bottom of the page – note personalisation of Google) – can affect those of you working in other areas of the world…
- Authentically interested – passionate supporters (££ and time)
- Great comments from people working for charities … are there sites such as this that you can get to know the writers for and share your stories?
- Disciples who are being open about their faith online need to have the confidence to be able to share what they believe, and fulfill the scripture from 1 Peter 3:15 “Always be prepared to give an answer to everyone who asks you to give the reason for the hope that you have. But do this with gentleness and respect,…” Pope Francis drew on the passage about the Emmaus Road on World Communications Day 2014, defining ‘effective Christian witness’ as being available to answer questions and engage with doubts whilst people are searching for the meaning of human existence, rather than bombarding people with broadcast messages. He also emphasized that “We should not overlook the fact that those who for whatever reason lack access to social media run the risk of being left behind,” with a reminder that communication is ultimately a human rather than a technological achievement.
- 3 mins – example of a fully conceived campaign – not easy to get those kind of results (not my specialist area, so giving you a sense of what can be done with what’s out there)… [where does database collection fit into here?] Discuss – What works in these?
- Stories/relationships, etc… Discuss – What works in these?
- 4 mins – building relationships over asking for ££…. Social media is a commitment to relationships, not a campaign … ROI not so easy to measure.. Discuss – What works in these?
- Look at how the small bits stack things up, encourage people to get involved … this was built on similar line to Christian Aid = small activities/££ over a condensed amount of time, etc…
- Make yourself available…
- 21st Century Human Characteristics? Note that in 2011 – the Telegraph noted that ‘6 degrees of separation’ had dropped to 4 (http://www.telegraph.co.uk/technology/facebook/8906693/Facebook-cuts-six-degrees-of-separation-to-four.html) - Build relationship before ask for ££ … people giving to you who have bought into ‘your story’ (understand your personality/values) are your best advocates (secular marketing companies recognize this)… “Make a connection The prime purpose of a charity website which wants to maximise donations should be to make a personal connection with potential donors. This means cutting down on the corporate clutter which detracts from the messages which will appeal to people. Content which best supports donations will talk about the people you help and why the donation will make a difference.” http://www.thirdsector.co.uk/five-ways-online-giving/fundraising/article/1281173
- People in the UK in particular bit fed up of this… do you have similar? Wariness about all charities & where the ££ go are concerns…
- I have also drawn back from these kind of texts tend to see on trains/the underground, etc… as I shortly after get a phone call asking if I want to give more … now personally – not a fan of telephones so may be my particular issue … but I wanted to give £3 for x, not start a relationship – so take care as to how take this relationship forward… Show what/why can be given – recognise if small amounts = good giveback, or if end of that relationship … people have given and “done”…
- Pageviews, clicks, etc. can all be ‘gamed’ … upworthy releases a lot of material on who views their stories (usually ‘positive’/against the odds kind of stories) … and have noted the idea that people’s attention span has dropped to 8 seconds is something that’s easy to share, but not necessarily true ….
- and things don’t have to be funny to keep people involved … Upworthy has registered that people will listen to 20+ min talks on cancer, debt, body image, etc… but do need to ‘hook’ people in at the early stages – like writing a press piece – needs to ‘grab’ early on … or intrigue to keep watching… What are the issues that your supporters (or potential supporters) might be interested in?
- Time to think about this … what do you know about the people you connect with … Create a persona (show you what one of those looks like in the next slide…)… Are they more likely to give if they can use e.g. Paypal? How does this balance with the values/ethics we discussed, ensuring not getting people into debt in the height of the moment? “Get the audience right Outside of mass appeals, charities have to work hard to make the case for people to donate. The first job for your website to deliver the donations you need is to work who you want to donate and why. Work up a detailed picture of the demographic you are targeting, their online behaviour and what you need to do in order to get them to donate. This insight is critical to the structure, design and build of your website. Focus on the user journey This used to be a question of thinking about the journey from search engine to homepage to donation. Social media has changed all of that. Now people can end up on a donation page for your charity through any number and combination of social media channels. This makes it more important to work out what those channels are, who your donors are, how they got there and what you can do to make the journey from search to donation as straightforward as possible to maximise donations. And don’t forget that not everyone uses paypal, mobiles or text messages. You still need to let people donate by post or phone.” http://www.thirdsector.co.uk/five-ways-online-giving/fundraising/article/1281173
- This is a persona created by Buffer (scheduling posts app) … Do you think you could create this for several of your core audience? Best done as a team, and something to take time over … so look at the link in this slide and follow the advice on there…
- Addressing people’s fears (especially from what they hear in the news) about where the money is going, and what it is being spent on… (Report = includes large section on TRUST - http://www.resource-alliance.org/data/files/medialibrary/3122/Global-Digital-Fundraising-Final-Report.pdf)
- Can they see themselves reflected in the people who are part of this?
- Online/offline activities… and the use of a ‘celebrity’ as well as ‘the common people’ (Durham Cathedral) http://www.durhamcathedral.co.uk/visit/what-to-visit/durham-cathedral-lego-build
- The magic of ‘SEO’ – all about good content, frequently updated, using frequent (but not false) keywords… http://knowhownonprofit.org/funding/fundraising/individual-giving/digital-fundraising (keywords)
- “When the Norwegian Cancer Society redesigned its website in 2012, the results were illuminating. By increasing its focus on the "user experience" (UX) of its website and mobile channels, the charity doubled the regular one-off donations generated online, tripled its new regular donors, increased its membership by 150 per cent and quadrupled the annual value of its regular donors. The NCS had been putting the process off for years. Like many charities, it had long assumed there was little point in putting resources into its website because it brought in so few donations. But according to the digital fundraising consultant Beate Sorum – who worked with the charity for six years and launched her own consultancy, b.bold, in June – the reason was not that donors didn't want to donate online; it was that the website was putting them off.” “Consistent experience Digital sprawl is an issue for every organisation online. But for charities, a sprawl of mico-sites, campaign sites with different design, navigation and messages will turn potential donors away. It is critical for you to help these people navigate the site and find questions to the answers they need without getting lost. Slimming down your digital footprint, conforming to design norms and providing consistency to the online experience is critical to maximising donations.” http://www.thirdsector.co.uk/five-ways-online-giving/fundraising/article/1281173
- http://www.nten.org/blog/2014/06/23/the-14th-issue-of-nten-change-is-out-fundraising-in-the-digital-age http://issuu.com/ntenorg/docs/nten_change_june2014_final?e=11383070/8364413 CLEAR AND CONCISE MESSAGES…
- Bible society - £4 gives a Bible away each month?
- Tearfund – showing where 10 years worth of funding has gone, and how things have been transformed in ‘large enough numbers’ – pictorial form = easy to skim eyes over (this was similar in WW2!)
- Something that’s a good target - £60 = a toilet = get a certificate (which is extra advertising) – kids in particular love talking about pee/poo, so this is a great one for churches to get behind… People can see where they are making a difference … can you do this with Bible translation - £x translates x words, disseminates x copies – can affect x number of people’s lives… ?!
- Manageable amounts of money – so lots of smaller ££ … e.g. Kiva = give loans in $25 amounts, comes back in small $$ - can take it back out, or give it to someone else, or give multiple donations…
- Can bring us to the idea of crowdfunding… There are some sites that will give you the money you have got, but most are all or nothing. I do know people who have a certain amount of the money in their savings, or amongst their families … and will top up towards the end to ensure that they get the rest of the money… It’s that mix of getting people involved (relationships/social) but also still having the good business case that you’re used to having…
- See how different gifts are given to different backers (think you need US bank account to do this…)… See https://www.kickstarter.com/projects/530877925/bibliotheca to see how something can go wildly beyond your expectations – so get that balance…
- Free software – may already be using it or something similar such as Constant Contact … regular, and develop that list – ensure giving out opportunities to sign up on websites, etc…
- http://www.thefundraisingauthority.com/internet-fundraising/better-fundraising-emails/ (http://whatpowersyou.org/fundraising/fundraising-email-templates/)
- Some stats re non profits online – worth a further click through into those…
- What about e.g. ALS Ice-Bucket? As we saw with the bible project – see also here … things can take off unsurprisingly – the charity wasn’t quite prepared for this – especially once endless celebrities got involved… (find a video if people haven’t seen it) … Issues I have with ‘chain emails’ – this was ground up, charity benefitted (may not even have been the original charity) – although many people didn’t realise that the idea of the ice was to mimic what it feels like for those with ALS …
- http://whitefusemedia.com/blog/poverty-porn-should-fundraising-override-dignity – the danger of the single story – empower those sharing their stories? Video at end leads to … https://www.microbanker.com Same old doesn’t work so much any more as people are used to such a range of creativity and multiple stories from online…
- http://www.nten.org/blog/2014/06/23/the-14th-issue-of-nten-change-is-out-fundraising-in-the-digital-age Worth remembering – we want ACTION from people – are you giving people spaces to give, respond, advocate – a bit of a challenge – but not over-pushing it to people who are quick to press the ‘unfollow’ button… accept you won’t appeal to everyone..
- Consider ROI on e.g. – 3 of us were invited to Uganda by Tearfund – we were ‘known bloggers’ (albeit not ultra-celebrities) – given a clear brief to tell the stories that we saw – warts & all – they are confident in their ‘product’, but know things aren’t perfect (people smell ‘marketing’ from miles away) … we told our stories – and included our friends … was a bit of a test – blog extensively or less often – immediate responses or extra research? Ultimately Tearfund wanted to see if new people would sign up to support – but I also set up a money donation to catch the one-off people to offset the costs of me going abroad… Is it more than initial sign-ups – as still talking about the experience – and know that when/if ever earn a bit more, Tearfund will be one of first recipients of the money…
- Want to let you know about this magazine I came across – freely available on line … fundraising in a digital age.. http://www.nten.org/blog/2014/06/23/the-14th-issue-of-nten-change-is-out-fundraising-in-the-digital-age
- http://knowhownonprofit.org/funding/fundraising/individual-giving/digital-fundraising http://farm4.static.flickr.com/3454/3205813875_7cd1e84793.jpg
- http://www.theguardian.com/voluntary-sector-network/2012/apr/17/charities-digital-fundraising-technology
- Look at what people are doing, and feed in ideas for social media, etc../
- Questions? Recommend might be worth looking at - http://youtu.be/Xs3U81-LpDg