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

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?

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

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?

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

Qualitative and quantitative research

National Survey

<800 donor respondents

>400 social media savvy respondents

National and regional content scans

> 25 relevant interviews

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

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

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

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

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

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.

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

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

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

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

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

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

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

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)

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

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

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

Forty-one percent say private conversations matter to them

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

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.

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 networks – 66%

Blogs – 50%

Wiki – 24%

Review Sites – 17%

Message Boards – 16%

Online forums – 10%

Podcasts – 10%

Video – 5%

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

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.

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

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

Given the Ability to Build This Dynamic Bridge, What Are You Waiting For? Community Philanthropy 2.0