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An Introduction to Social Media for Charities


Presentation at the Institute of Fundraising North conference in York on 12 February 2009.

Presentation at the Institute of Fundraising North conference in York on 12 February 2009.

Published in Technology
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  • 1. This is what Web 2.0 means
  • 2. why I’m passionate about this stuff...
  • 3. social media provides an architecture for participation, not just a new channel for more of the same
  • 4. people are using technologies to get the things they need from each other, instead of from organisations. This is a permanent shift, regardless of how the individual technology pieces change
  • 5. 0 250 500 750 2,250 2,500 1,250 1,500 1,750 2,000 1,000 Ja M n04 a M r04 ay Ju 04 l Se 04 p No 04 v Ja 04 M n05 a M r05 ay Ju 05 l Se 05 p No 05 v Ja 05 M n06 a M r06 ay Ju 06 l Se 06 p No 06 v Fe 06 b Ap 07 r Ju 07 n Au 07 g Oc 07 t De 07 c Online community for professionals - monthly activity Fe 07 b Ap 08 r Ju 08 n Au 08 g Oc 08 t0 8
  • 6. is... 3.27 billion photos ! te ll ing news yo u r e ve n ts cam pa ign ing m a k ing st o r y citizen social w ired ac t iv ism fu ndra is ers jour nali sm reporting www.flickr.com/photos/camera_r wanda/
  • 7. don’t think of social media as something that only happens online. It’s a mesh of physical meet ups & online activities http://www.flickr.com/photos/mir vettium/3009336746/
  • 8. enormous accelerating potential of self-organising social net works
  • 9. Ideas that spread through groups of people are far more powerful than ideas delivered at an individual Seth Godin
  • 10. real engagement: when people do things for the cause you didn’t ask them to do
  • 11. simple actions repeated at scale within a social net work produce serendipity
  • 12. Scott Harrison - Founder, charity: water http://www.youtube.com/watch?v=Dy9GgQwZhAA
  • 13. social media is not a spectator sport rapid response -> reciprocity treat every donor like a major donor one person, one connection, one conversation at a time
  • 14. finding the right tone
  • 15. social media is forcing charities to make friends but you cannot always ‘vet’ who wants to become your friend http://www.flickr.com/photos/sovietuk/938194366/
  • 16. the social web is disruptive “ any net work that can be used to share cat pictures can be used to bring down a government” Henry Jenkins
  • 17. do you have time to participate? do you have time NOT to participate http://xkcd.com/386/
  • 18. Seth Godin & Tom Peters on blogging http://www.openforum.com/marketing/video_hearitfortheblog.html
  • 19. Simon’s sister’s dog and the RSPCA 1m+ views since 8 Dec ’08 http://www.youtube.com/watch?v=NQCwHluBqFc
  • 20. http://www.flickr.com/photos/paulgi/280789933/
  • 21. The social web has changed us from broadcasters pushing out messages and materials to aggregators who bring together content content strategy + participation strategy
  • 22. OLD WAY: join us because we kick ass NEW WAY: join us because we want you to kick ass
  • 23. magic ingredient -> to make connections
  • 24. social media has the potential to turn donors & beneficiaries back into real people again
  • 25. graphic by Dave Gray; used with permission
  • 26. spend a little less time trying to be architects and planners
  • 27. social media is a gardening activity not a building one - let a thousand flowers bloom
  • 28. not all will want to contribute not all need to contribute many will just be glad to be invited
  • 29. traditional ‘transactional’ relationships volunteer donor / fundraiser beneficiary / client campaigner / activist
  • 30. find out what drives people & how these individual goals can be realised through your work
  • 31. to aspirational / donor democratic relationships (partners too) volunteer activist campaigner / activist beneficiary / service user / partner
  • 32. as supporters increasingly want to mix giving their time, money, activism & influence... has the time come for charities to re-structure to reflect this?
  • 33. organisational dependency on hierarchy adapted from Gobillot, 2006
  • 34. confine silos to the dustbin adapted from Gobillot, 2006
  • 35. we will see more of these...
  • 36. your brand is the dialogue you have with your supporters your brand is what they say it is http://www.flickr.com/photos/duncan/2084134925/
  • 37. Join the dance by learning the steps http://www.flickr.com/photos/breal/472473367/
  • 38. 6 things charities must do to stay relevant in the 21st century... 1. blend online & offline: online activity -> offline action 2. create experiences that mirror people’s aspirations 3. be generous, put stuff out there & don’t try to ‘own’ the cause 4. democratise your ‘brand’; learn to lose some control... in return for greater reach 5. aggregate & amplify 000’s of small actions 6. become the gatekeepers of social impact by turning it into a never-ending story
  • 39. Thanks for listening... Steve Bridger mexicanwave@gmail.com www.stevebridger.com