Our Digital Futures: to Charity Heads of Digital

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A presentation I gave at the Whitewater/Aquent Third Sector Forum on 6 May 2009. What I said (not always clear from slides) was aimed at those leading digital teams in some of the biggest UK …

A presentation I gave at the Whitewater/Aquent Third Sector Forum on 6 May 2009. What I said (not always clear from slides) was aimed at those leading digital teams in some of the biggest UK charities.

More in: Technology , Design , Business
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  • Wonderful insight that can be applied, thank you for sharing, I will use some of your ideas!
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  • Steve,
    This is a fantastic summary of so many things beyond the Third Sector and describes problems that many organisations face in the current social media climate.
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  • Fiona, Tim... your comments mean so much. I feel these things passionately, and this great event felt a good time & place to lob a few pebbles into the pond. It's a kind of love letter... tough love... to charities. They do great work; if only they would empower their people to speak of that work / impact.

    S
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  • Think this is absolutely fantastic and really clarifies what we try to do on a day-to-day basis in AmnestyUK's webteam.

    Thanks for the tweet inclusion too!
    Fiona
    Online Communities Editor, Amnesty UK
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  • That was me - I wasn't signed in
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  • 1. Our Digital Futures Steve Bridger Third Sector Forum - 6 May 2009 1 http://www.flickr.com/photos/charmermrk/3085808659/
  • 2. (I know that you know) Web 2.0 means things you can do people you know 2 Jessica Hagy
  • 3. The challenge: the boundaries of traditional charities are under assault by new patterns of communication and association... regardless of how the individual technology pieces change 3
  • 4. social media provides an architecture for participation - not just a new channel for more of the same 4
  • 5. but charities structured for ‘transactional’ relationships, not for conversations volunteer donor / fundraiser campaigner / activist beneficiary 5
  • 6. right now, we’re feeling some real pain 6 http://www.flickr.com/photos/davidmaddison/67234056/
  • 7. but we need to recruit people into roles like these... 7
  • 8. while you talk of doom were & gloom sleeping 8 http://www.flickr.com/photos/ceruleandepths/1693238000/ http://www.flickr.com/photos/flash_nerd/3488024255/
  • 9. This i s not anoth er cyc le; it’ sa 9 Image by Francis Tiangsun; reproduced with permission
  • 10. people are more connected in a recession 10 http://www.guardian.co.uk/lifeandstyle/2009/feb/10/underground-restaurants-london http://www.flickr.com/photos/browners/3304257382/ with permission
  • 11. and (still) have expectations of being able to change the landscape quickly experiences 11
  • 12. digital team silos & turf wars 12 organisational dependency on hierarchy graphic adapted from Gobillot, 2006
  • 13. the social web is disruptive, but some members of the SMT are still resisting 13 http://www.youtube.com/watch?v=s83Roxf wPFg
  • 14. the new normal - deal with it 14 original doodle by Dave Gray; remixed with permission
  • 15. innovation from the ‘messy’ edges perfection does not lead to participation 15 original doodle by Dave Gray; remixed with permission
  • 16. As supporters increasingly want to mix giving their time, money, activism & influence... the time has come for charities to re-structure to reflect this 16
  • 17. net works will gradually replace institutions 17 graphic adapted from Gobillot, 2006
  • 18. perso nal id centra entity l to n ew ru engag les of emen t we are becoming ever more focused on ourselves as individuals yet yearn to be members of communities (indulgence + philanthropy) 18
  • 19. need to focus on one-to-one, highly personal approaches; one person, one connection, one conversation at a time (but how to scale?) 19
  • 20. “the message is not about the charity; it’s about why the messenger cares” (Katya Andresen) 20
  • 21. OLD WAY: join us because we kick ass NEW WAY: join us because we want you to kick ass 21
  • 22. real engagement = when people do things for the cause you didn’t ask them to do 22 http://www.flickr.com/photos/krypto/3321950347/
  • 23. participation is marketing 23
  • 24. (scalable) role changing from conversations broadcasters to around your aggregators appeals should all charities release an API? individual goals realised through 24 your work adapted from a David Armano graphic | darmano.typepad.com
  • 25. let your people work socially rather than assume in advance that none of it is any use to you make resources go further by encouraging employees to embrace & develop their personal brands think about how programmes & communications can be articulated through grassroots net works to 25 deliver your mission
  • 26. trust the hiring decision 26 http://www.flickr.com/photos/jfchenier/428825569/
  • 27. I’m not advocating throwing the baby out with the bath water... but 27 http://www.flickr.com/photos/mikefischer/168105454/
  • 28. 28 http://www.flickr.com/photos/petereed/138369750/
  • 29. what’s the Return On Ignoring? 29 http://www.flickr.com/photos/heather/976689760/ http://www.flickr.com/photos/russelldavies/375434178/
  • 30. Please let me know what you think :-) @stevebridger mexicanwave@gmail.com 30 http://www.flickr.com/photos/russelldavies/375434178/