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Solidarit and I Internet Research Results

Solidarit and I Internet Research Results

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Solidarit and me_results Solidarit and me_results Presentation Transcript

  • Solidarity and I on the Internet What is it that motivates us to act in solidarity on networks? Principle conclusions Barcelona, 8 of October 201110th annual anniversary of Iwith.org --
  • Authors of the Study➪ Two Much research studio: social Netquest: Technology solutions creator research agency of communication. for social research on the Internet. Luis Miguel Barral Oriol Llauradó luismi@twomuchrs.com ollaurado@netquest.es Twitter: @luismi_barral Twitter: @Oriol_Llaurado --
  • Conclusion --
  • Currently 21% of Spanish users present a high potential for joint Internet involvement on initiatives. Open attitude to contribute in Enthusiastic interest solidarity towards the Internet High potential segment: 4.2 million people --
  • This segment of citizens with a high potential: ➪ Show significantly more motivation then the rest to leave the best world possible for future generations. ➪ Feel more prepared to approach the changes that are necessary. ➪ Manifest a personal greater availability. ➪ Believe that the Internet facilitates and increases their capability to collaborate initiatives of solidarity --
  • The Result: these citizens participate significantly more Participation in joint initiatives through the Internet% Never% Sometimes 27,3% Frequently: If in the last week 48,9 47,7 63,2 41,6 37,4 40,1 31,5 31,0 13,7 12,2 5,3 1 2 3 4 5 Total High Medium Low Shown (245) (526) (413) (1.184) Solidarity potential through the Internet --
  • Are there aspects that motivate this action? Facilitating the participation of solidarity actions? --
  • Key Ingrediants➪ Feel the transparency, Understand in a triple sense: • Where is the destination of the funds • Who is behind the project. • Clearly understand the goal of this project.➪ Affinity with proposition: To personally agree 100% with the goal.➪ Perceive professionalism in the organization that promotes and leads the initiative.➪ Closeness with beneficiaries: There is an extra interest if the benefits of the initiative hit closer to home.➪ To go beyond what is seen as “classic” help: Projects that give awareness to all kinds of people and that not only focus on helping the most needy.➪ Feedback on achievements: The project informs about its achievements, results, and advances. --
  • Accompaniment➪ The mechanism should be easily accessible to collaborate with, along with being effortless, and comfortable.➪ The organization promoting the initiative should present past successful experiences.➪ Have decent people with prestigious recognition participate.➪ Ambitious projects with massive impacts: Supported by thousands of people and that pursues big scale changes. --
  • Is there anything that would take awayinterest from participating in solidarity initiatives? --
  • Caution➪ Participation in initiatives ( Even if they are the idea of the century) of organizations or institutions that arent reliable, especially those involving politics, religion, big companies or entrepreneurs..➪ Perceive lack of transparency.➪ Sensation of “emotional manipulation": When it communicates through alarming, paternalism, if seeks easy tears or transmits some kind of guilt to the citizen.➪ Hesitation to introduce personal data on the site, especially dealing with bank details and economic contributions. --
  • What are the solidarity initiatives that weusually participate for through the Internet? --
  • “Here is a list of actions that others use inorder to participate in solidarity causes through % Habitual % Frequentlythe Internet. Please tell us if you take thesesame actions and to what extent?” Base: Those that have participated sometime to a solidary initiative through the Internet. 603 Have given signature to show support online. Leaving name and email. 10 22,1 31,9 54, Have disseminated interesting initiatives through social networks like facebook and tweeter. 9 17,8 31,5 49, Have Re-emailed initiatives to their contacts 8 17,8 27,9 45, Have supported or voted on initiatives without leaving personal information. 7 15,6 33,3 48, Has visited a site in order to reach a certain figure of visits , so that a sponsor is able to donate a sum. 6 13,8 29,8 43, Have bought online products whose proceeds go to support solidarity initiatives. 5 1,9 13,1 15, Make online micro-donations to concrete projects. 4 1,97,3 9,2 Give Micro-Credits to entrepreneurs. 3 1,6 5,8 4,2 2 --
  • 51% of Spanish users have participated or collaborated at least oncewith a solidary initiative through the Internet.The most habitual forms of participation have been through signaturecampaigns, or the diffusion of initiatives through the Internet. About50% of those that participate in solidary initiatives through theInternet, make this kind of collaboration frequently.It takes a great effort before we are able to receive directcontribution. Between 5% and 15% of those who have participatedhave collaborated directly. --
  • But the other extreme is:About 45% of users have participated frequently with projects thatinvolve generating economic resources, even though the participantdoesnt make the disbursement directly, they support a sponsor thatdoes. “To visit a site in order to reach a certain figure of visits so that a sponsor donates”. --
  • The least important is the concrete format of visiting the site (we cantalk about many ways).What is important is that the numerical relevance of this type ofparticipation (45%) manifests that space for this kind of fund-raisingfor NGOs is available.Conceive projects that can be sponsored that generate a return“Partner-Sponsorship” and at the same mobilize the will of “Partner-Actors”.The challenge is thinking of how to construct exchange between oneanother. --
  • Can we estimate how many users show to be permeable to contributing money? --
  • Imagine that a solidarity initiative is presented to you in which you agree andhave confidence in. Which situation defines you best?  Total Shown, 1.184 Usually I contribute directly with money. 5,7 26,6%I think about it first but its probable that Ill contribute money. 20,9 I think about it quite a bit and am extremely selective. 41,4 Normally i dont contribute with money. 27,4 Not sure 4,6 --
  • This study indicates that 6% of Spanish users consider themselvesopenly predisposed to contributing directly, and that 21% additionalusers are sufficiently probable to contributing.This is to say, there is a flow of 5,4 million people (27% of theseSpanish users) permeable to direct contributions, if the projectsgenerate enough interest and confidence. --
  • Is there a pattern that shows preferences to give economic donations over other donations? --
  • When its time to contribute economic donations to solidarity initiatives ofyour liking, What method seems more adequate for you? Total Shown, 1.184 Punctual support to a 40,8 concrete project Periodic income installments to an 11,2 organization A monthly income of a micro-quota to 9,8 an organization 15,4 All three are adequately appropriate for the organization 12,7 Non are appropriate for me Not sure 10,2 --
  • This preference to support projects that are concrete implies thatNGOs need to conceive “Products” that will lure attention and support, once created. ThereforeThe probability of being successful will happen if we incorporate thoseaspects that motivate and minimize cautious efforts according to what the users have expressed to us. --
  • Favorite Method: 5,4 million users are Punctual support to permeable to donation. concrete projects Potential of Crowd-funding (How we are able to collect support of users through the Internet) We say “potentially” and not in reality because only 5% of Spanish users know what we are talking about if we say “Crowd-funding”.(An additional 8% fairly understand but are not clear on the subject) --
  • The crowd-funding method contains two valuable main points ofinterest. ➪ It adjusts perfectly to the preference of users due to their punctual support to specific projects. ➪ Its also an easily sponsored project , where the partner sponsor can encourage/reward the punctual efforts of users in the form of collaboration and not direct funds.This is an opportunity to think of different ways in which we can collaborate with one another. --
  • People do have objections to giving directly to solidarityinitiatives but this is why we have this Capital of Love- an inexhaustible resource- to make available the sponsored projects that are interesting and reliable, that release financial resources towards solidarity. Attention --
  • Some cautions participants take are whether big companies orentrepreneurs are involved in these big projects.So that the commercial brands may obtain legitimate feedback and sothat value is added to these projects dealing with solidarity, they haveto be aware of the field or territory they are working with. “If you had to choose two words that illustrate What solidarity represents for you, what would they be? ” Total shown, 1.184) Help, Love, Justice, Collaboration, Compassion, Bond, Gratitude, Responsibility, Negative, Necessary, Sharing, Friendship, Respect, equality, Happiness, Life, Act, --
  • When we invite people to participate in a field full of solidarity, we ashuman beings, are carrying out a noble cause: Help, generosity, sharing, empathy, love, humaneness...If a commercial brand decides to enter this field, they need to pairthe various dimensions of this field coherently: Who I AM > What DO I WANT > What SHOULD I DO > What SHOULD I SAY. --
  • Coherency always has a prize and is associated as a noble causeconcerning humanity. Is bound to bring you success in one way oranother.But if you take this step, make it GenuineBecause if a commercial brand is simply looking for an APPEARANCEOF GENUINENESS, they are better off looking for another method, thatmay cause less doubt because sooner or later they will be discoveredbecause of our citizens intelligence in ethics; they will come outlosing. --
  • Methodology and Sample --
  • Research Universe➪ Resident users of Spain of the 16 years of age and olders (20 million people. INE source).Data Collection Technique➪ Online survey of 15 minutes of an average duration.➪ The questions of the survey were designed after a qualitative phase of semi-structured interviews online of 246 participants.Sampling and Sample➪ The sample is composed of 1.184 people, who have been selected from a Netquest panel.➪ The sampling has been done by a random group of panelist who have not been consulted in the last 15 days, as following the quotas of cross-sex/ age proportional to what has been observed in the universe of Spanish Internet users 16 of age and older.➪ The response rate has been 38% and the rate of abandonment has been 4.5%.Fieldwork Dates➪ Qualitative Phase: May-June 2011 / Poll: 1 - 9 of September 2011. --
  • Sample Interviews SEX/ AGE Distribution % Men % Women 52,0% 48,0% 5,7 55 and up5 55 and up 5,4 45 - 54 10,3 45 - 544 6,8 35-44 14,0 35-443 11,3 25-34 13,4 25-342 15,1 16-24 8,6 16-241 9,4 --