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Philanthropy 2.0 Social Media Research
 

Philanthropy 2.0 Social Media Research

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The social web offers a welcome place for individual philanthropic activity (original homeless image by jlmccoy). New research funded by the Columbus Foundation, The San Francisco Foundation and The ...

The social web offers a welcome place for individual philanthropic activity (original homeless image by jlmccoy). New research funded by the Columbus Foundation, The San Francisco Foundation and The Saint Paul Foundation demonstrates that High dollar donors — especially 30-49 year-olds — use the social web, but have yet to be engaged by strong, trustworthy philanthropic organizations. This was among the key findings of the new research study, “Community Philanthropy 2.0,” conducted by Beth Kanter, Qui Diaz and Geoff Livingston.

The Community Philanthropy 2.0 research study examined the use of social media by non-profits and causes, as well as existing donors and Internet “savvy” users’ traditional and social media usage patterns. The research was designed to determine if and how social media can be used to engage and cultivate high dollar donors.

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    Philanthropy 2.0 Social Media Research Philanthropy 2.0 Social Media Research Presentation Transcript

    • Community Philanthropy 2.0 Research Findings Presented by Last updated: March 26, 2009
    • Can Foundations Build a Bridge to the Social Web? Community Philanthropy 2.0
    • The Hope
      • Some successes already
        • Kiva
        • Case Foundation: American Giving Challenge
        • charity: Water
      • Successes have been in pockets, and harness the micro
      • What about the wired wealthy?
      Community Philanthropy 2.0
    • The Challenge
      • Traditional media channels – TV and Newspapers -- are losing power
      • Social web represents the new domain, but there are barriers to entry:
        • Technology (and nomenclature)
        • New communication paradigms
      • Economic recession (or restructuring)
      • How does one become relevant?
      Community Philanthropy 2.0
    • How We Approached Finding an Answer
      • Qualitative and quantitative research
      • National Survey
        • <800 donor respondents
        • >400 social media savvy respondents
      • National and regional content scans
      • > 25 relevant interviews
      Community Philanthropy 2.0
    • The Answer: Building a Bridge Is Possible! Community Philanthropy 2.0
    • Primary Findings
      • There’s a great opportunity amongst the 30-49 segment
      • 47% of all respondents 30-49 donate >$1,000
      • 78% of of all respondents 30-49 participate in social media
      • 27% of all respondents 30-49 trust it for important philanthropic information
      • <30 year old segment did not donate enough to be considered viable for major donor cultivation
      • ≥ 50 year old segment did not participate in social media enough
      Community Philanthropy 2.0 Source: Aggregate Survey Results for 30-49 year olds
    • Current Landscape: Content Scans
      • Lots of philanthropic activity on the social web
        • Chaotic and fragmented
        • No dominant voice or authority
        • Financials gains are limited to the thousands
      • Hotbeds of activity on major social networks
      • Do good social networks connect millions
      • Yet do-good social conversations rarely evolve to the state of philanthropy, instead focus on independent causes
      • High dollar donors are rarely visible
      Community Philanthropy 2.0 Source: Content Scans
    • Current Landscape: Large Players Not Present
      • Traditional voices don’t play a major role
        • Foundations
        • Major charities (United Way, Salvation Army, etc.)
      • Chronicle of Philanthropy harnessing blogs
      • Conversations are issue specific
      • No real local conversations
      • Void in authoritative, ongoing and local conversations represents an opportunity for foundations.
      Community Philanthropy 2.0 Source: Content Scans
    • Building the Social Web Bridge to 30-49 Yr. Olds Community Philanthropy 2.0
    • 30-49 Year Old Conversation Wants
      • 68% want credible information
      • 66% want it from a trustworthy source
      • Secondary interests:
        • 39% want information from philanthropic experts
        • 36% want access to other donors
      Community Philanthropy 2.0 Source: Aggregate Survey Results for 30-49 year olds
    • Donors 30-49 Prefer Community Oriented Content
      • Community Oriented Content
      • 45% social networks
      • 23% review sites
      • 21% message boards
      • 19% online forums
      • 17% wikis
      • Traditional Social Media
      • 15% blogs
      • 13% podcasts
      • 4% video
      Community Philanthropy 2.0 Source: Aggregate Survey Results for 30-49 year olds
    • Analysis
      • Three Dominant Indicators
        • Credible information
        • Trusted source
        • Community oriented social media
      • Opportunity for a meaningful conversation on philanthropic matters and charities.
      • Individual conversations not the right approach for trust
      • Instead focus on overarching community initiatives
      • The Guidestar Model
      Community Philanthropy 2.0 Source: Aggregate Survey Results for 30-49 year olds
    • Donors 30-49 Desire Certain Types of Conversations
      • Whether or not a nonprofit is successfully making an impact (75 percent)
      • Learning about organizations that are actively working on issues and causes I care about (62 percent)
      • Success stories and updates on the progress of nonprofits I support (54 percent)
      • Information/updates on the issues and causes I care about (54 percent)
      • Financial accountability and governance of nonprofits I support (51 percent)
      Community Philanthropy 2.0 Source: Aggregate Survey Results for 30-49 year olds
    • Interviews Shed Additional Light
      • Connect with other donors online regarding philanthropy in their local communities
      • Preferences for such an online community vary greatly
        • peer opinions and discussions
        • common interest areas among participants
        • types of data available
      • “ Cost of entry” is ability to trust online space and participants
      Community Philanthropy 2.0 Source: Aggregate Interview Findings
    • Donors 30-49 Want Privacy
      • Forty-one percent say private conversations matter to them
      Community Philanthropy 2.0 Source: Aggregate Survey Results for 30-49 year olds
    • Social Media Savvy 30-49 Verify Donor Trends
      • Important because they represent the unharvested donor, and what donors will act like once they adapt
      • 81 percent want highly credible, strong quality info
      • 77 percent want a trusted source.
      Community Philanthropy 2.0 Source: Aggregate Social Media Survey Results for 30-49 year olds
    • Social Media Savvy 30-49 Like Community Content… And Blogs
      • Social networks – 66%
      • Blogs – 50%
      • Wiki – 24%
      • Review Sites – 17%
      • Message Boards – 16%
      • Online forums – 10%
      • Podcasts – 10%
      • Video – 5%
      Community Philanthropy 2.0 Source: Aggregate Social Media Survey Results for 30-49 year olds
    • Social Media Savvy 30-49 Want Similar Conversations
      • Whether or not a nonprofit is successfully making an impact (80 percent)
      • Success stories and updates on the progress of nonprofits I support (74 percent)
      • Learning about organizations that are actively working on issues and causes I care about (71 percent)
      • Information/updates on the issues and causes I care about (70 percent)
      • BUT , private conversations are not important to them. 41 percent say they prefer public networks.
      Community Philanthropy 2.0 Source: Aggregate Social Media Survey Results for 30-49 year olds
    • Conclusion
      • High dollar donors aged 30-49 would welcome social media-oriented philanthropic activity with these caveats:
        • Highly credible, strong quality info
        • From a trusted source
        • With community oriented dialogue
      • Currently, the social web does not offer this kind of conversation
      • Opportunity: Consider the powerful results such an engaged community could create
      Community Philanthropy 2.0
    • Given the Ability to Build This Dynamic Bridge, What Are You Waiting For? Community Philanthropy 2.0