Our Digital Futures: to Charity Heads of Digital

Our Digital Futures Steve Bridger Third Sector Forum - 6 May 2009 1 http://www.ﬂickr.com/photos/charmermrk/3085808659/

(I know that you know) Web 2.0 means things you can do people you know 2 Jessica Hagy

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

social media provides an architecture for participation - not just a new channel for more of the same 4

but charities structured for ‘transactional’ relationships, not for conversations volunteer donor / fundraiser campaigner / activist beneﬁciary 5

right now, we’re feeling some real pain 6 http://www.ﬂickr.com/photos/davidmaddison/67234056/

but we need to recruit people into roles like these... 7

while you talk of doom were & gloom sleeping 8 http://www.flickr.com/photos/ceruleandepths/1693238000/ http://www.flickr.com/photos/flash_nerd/3488024255/

This i s not anoth er cyc le; it’ sa 9 Image by Francis Tiangsun; reproduced with permission

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

and (still) have expectations of being able to change the landscape quickly experiences 11

digital team silos & turf wars 12 organisational dependency on hierarchy graphic adapted from Gobillot, 2006

the social web is disruptive, but some members of the SMT are still resisting 13 http://www.youtube.com/watch?v=s83Roxf wPFg

the new normal - deal with it 14 original doodle by Dave Gray; remixed with permission

innovation from the ‘messy’ edges perfection does not lead to participation 15 original doodle by Dave Gray; remixed with permission

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

net works will gradually replace institutions 17 graphic adapted from Gobillot, 2006

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

need to focus on one-to-one, highly personal approaches; one person, one connection, one conversation at a time (but how to scale?) 19

“the message is not about the charity; it’s about why the messenger cares” (Katya Andresen) 20

OLD WAY: join us because we kick ass NEW WAY: join us because we want you to kick ass 21

real engagement = when people do things for the cause you didn’t ask them to do 22 http://www.ﬂickr.com/photos/krypto/3321950347/

participation is marketing 23

(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

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

trust the hiring decision 26 http://www.ﬂickr.com/photos/jfchenier/428825569/

I’m not advocating throwing the baby out with the bath water... but 27 http://www.ﬂickr.com/photos/mikeﬁscher/168105454/

28 http://www.ﬂickr.com/photos/petereed/138369750/

what’s the Return On Ignoring? 29 http://www.ﬂickr.com/photos/heather/976689760/ http://www.ﬂickr.com/photos/russelldavies/375434178/

Please let me know what you think :-) @stevebridger mexicanwave@gmail.com 30 http://www.ﬂickr.com/photos/russelldavies/375434178/

http://conorbyrne.wordpress.com	47
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http://kathryncorrick.co.uk	6
http://www.slideshare.net	4
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Our Digital Futures: to Charity Heads of Digital

by Steve Bridger

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