Steve Bridger Brussels, 5 June 2007
Agenda 14:00 – 14:20 Introductions and ice-breaker 14:20 – 15:15 Fundraising 2.0 15:15 – 15:30 Stretch your legs 15:30 – 16:30 Game time: focus on online fundraising strategies and tools
16:30 – 17:00 Q & A… but p lease interrupt / challenge me at any time!
Takeaways from the session A basic understanding of what we’ve learned in the first 10 years of online fundraising… and the trends, challenges, and opportunities to come Some shared experiences and learning… for me too!! An idea or two to implement
Some resources available after the day
Now for some tagging… Please write on both tags… A barrier to effective fundraising in NGOs Something you would like to know more about (online fundraising)
The first 10 years... of fundraising online
First… some hard truths
Who attracts the most donations? Emotional fundraising
Donor loyalty is about you being loyal to your donors, not the other way around
People often don’t like the way we communicate with them
Current donor Future donors?
The 21 st century donor More access to information More of a ‘consumer’ – less loyal More demanding – asking questions that are difficult to answer
More comfortable with new media – by 2016, 20-something workforce will never have been without internet
USA: estimated 65% of $350m donations came from online UK: world record for most money donated in a 24-hour period – 30th to 31st December 2004; a total of 166,936 donations raising £20.3m (25% through online channels) Asian Tsunami
Impact Accountability Report one year later
Over £13m taken online in 2005/6 * * includes Oxfam Unwrapped
DEC Appeal for Darfur & Chad Has raised around £3m since its launch on 24 May
More donated online than by telephone – which has never happened before
What else have we learned? 100% year-on-year increase in online credit card gifts (2002-06) 30% of new regular givers do so online… and give a higher average donation Small NGOs can do it, too – can ‘punch above their weight’
Email (and email personalisation) has been as important as a website
Trend #1: Causes not NGOs
Engagement + accountability = retention People somewhere between totally hands off to deeply engaged, but web No.1 means of giving Engagement needs to emerge from communication between donor and recipient and should aim to satisfy both parties We can use social media to help people to get more involved, to give more, and to give in different ways than they have in the past Generation Y has different ideas about giving than their parents do… Likely to be less loyal, but may well become loyal to NGOs who connect with them in meaningful ways
63% of the UK's 11.8m 11-25 year olds say they learn about charities generally from their charity shops . Will this change? What about online social networks?
“ Are you listening?”
Move towards a 360 ° giving experience
A two-way street… a dialogue
Trend #2: Earmarked donations I’ve seen the future and it’s earmarked
Are we seeing the end of the General Fund?
Trend #3: Impact reporting How to evaluate and effectively demonstrate impact to donors NGOs will have to get better at explaining how they make a difference to a more sceptical and demanding public Impact reporting will become the norm
Note: Money does not necessarily = impact
Trend #4: The Rise of Philanthropy Social entrepreneurs and venture philanthropists will have a higher profile Micro-philanthropy / micro-donations, e.g. Kiva.org, Omidyar Network, etc.
Inspiration: people like the Grameen Bank’s Muhammud Yanus
Trend #5: the distributed NGO NGOs will be social networks that group and re-group based on need, mission, geography, etc., using a variety of online collaboration and learning tools NGOs will find their partners and supporters in all corners of the world
Donors will begin to look for NGOs based on where the need is concentrated
10 Things to try
#1 Storytelling (with a blog)
Blogging the impact of giving “ I have been a monthly donor to MSF for some time. On Tuesday, I will ramp up by contribution, because I have a house, a job… a garden, rain, food – and hope. “ I wish I could give those things to the mother whose baby you tried to save. I cannot, so I will do what I can.” U sing blogs to put donors directly in touch with the work they’re supporting
#2 Storytelling (with video)
#3 Personal fundraising (with ‘widgets’)
Justgiving Growth has been between 1.5 to 2x every year Rece ntly passed £150m raised 2,500 not-for-profits on the website.
London Marathon (April '07) – 15,000 runners using website; collectively raised < £12.5m
2007: year of the widget Give your supporters downloadable ‘widget’ to let them track their fundraising in fun new ways Justgiving: 18,000 ‘widgets’ have been used generating 9m page impressions (since Dec 2006)
Currently 1,200 live ‘Justgiving’ widgets
Source: Dion Hinchcliffe
#4 Social networks
“ One or more of the popular social networking sites will tap into the desire for members to identify with a cause and create a ‘My Causes’ tab” My prediction at the start of 2007:
Social networks are not new… … it’s just easier now to make connections, and join existing ‘conversations’ we would never have known about before.
Thinking about social networks Ignore the tools… start with outcomes, strategy and the message If it fits, embrace social networking – “Let a thousand flowers bloom…” Keep core message simple – e.g. “Make Trade Fair” Simple actions repeated at scale within a social network produces serendipity Increase awareness of what others are doing Post edgiest, most viral content… be useful… be entertaining, and respond quickly
Try to funnel them over to your site to build email list
#6 Photo sharing
Photo-sharing for €€€
#7 Second Life
Fundraising in Second Life Still only loose change?
#8 RSS ( R eady for S ome S tories)
RSS for aggregated update reports
#10 Embrace virtual volunteers (user generated content)
Be collaborative… Recognise that people like to create something which will be seen by many High levels of engagement may mean access to resources and talents of great value – e.g. for creating content Nurture dispersed supporters into “cause evangelists”
Let them know their efforts are critical to advancing mission
Managing the risks
Don’t embed yourself too deeply into Web 2.0 and forsake the other stuff
Don’t put partners in the field at risk
People may seek to build their reputation or associate you with their cause by adding a logo to their video / blog / profile Be wary of anti-brand videos / spoof ads, e.g. Starbucks Remember blogs, etc. are persistent Caution!
Mentioning people, e.g. celebrities – could be construed as having a relationship with them or endorsement from them. What happens if you fall out?
A blessing and a curse. Be ready to lose some control – it comes with the territory. You cannot vet who wants to become your ‘friend’ Maintain a blog watch list Have a strategy in place in case things go wrong Manage the risk
The benefits outweigh the risks – in most cases people have the best of intentions and will respond to a gentle nudge ( self-policing?)
A word on… Sustainability
What kind of people are involved with NGOs? A higher than average proportion of ‘Taureans’… who tend to be “hostile to change and will do everything in their power to maintain the security of the status quo” nfpSynergy
Which one is your NGO?
Thinking about Support and Evaluation Try to blend social tools around colleagues’ current focus and concerns to get buy-in (or risk being ignored!) Read news clips about what is going on Experiment around ‘no risk’ programme / campaigns objectives Be a catalyst for online learning. Raise awareness of tools and manage expectations of activists, partners and across divisions through ‘coaching’ workshops Think up front about what success will look like Identify and mentor “champions”. Embed expertise in departments. Help them ‘own’ it
Encourage “show and tell” sessions – present own success stories to their own departments
Start where there’s a high chance of success Take steps to optimise sites (e.g. adopt tagging, increase linkability) so that you are more easily linked to, more highly visible in social media searches (e.g. Technorati), and more frequently included in relevant posts on blogs, podcasts and video blogs Passion is addictive (and may attract new recruits) Be authentic (save the fluff for the annual report) Thinking about tactics
Keep a constant eye on what works (and what doesn’t). Share
Measure what you can measure Benchmarks to measure progress towards goals > ali gned to strategic goals But how do you measure engagement? Break it down and attach a value to each activity Number of trackbacks, links and references Number of staff trained in use of tools Adoption rate and participation among staff Number of policy experts blogging Number of ‘beachheads’ established in external social / online communities – e.g. Flickr, MySpace, YouTube, etc. High readership of RSS feeds Supporter surveys (more awareness and action) Diversity of contributors Number of widgets distributed to dispersed supporters
Roll up into a monthly report
Identify internal / external ‘champions’ Start small… take baby steps Summary:
Sort out your objectives first
Photos courtesy of Flickr under Creative Commons: http://www.flickr.com/photos/tamala/256649571 http://www.flickr.com/photos/garry61/459768741 http://www.flickr.com/photos/jerryfunes/415730491 http://www.flickr.com/photos/beija-flor/203437970 http://www.flickr.com/photos/56354239@N00/103208549 http://www.flickr.com/photos/jubilo/530472437 http://www.flickr.com/photos/eeloy/116344100 http://www.flickr.com/photos/3ric07/71736759 http://www.flickr.com/photos/manuperez/422518092 http://www.flickr.com/photos/pulpolux/239350065 http://www.flickr.com/photos/trippj34/128230566 http://www.flickr.com/photos/anple/403929257 http://www.flickr.com/photos/dhammza/88536167 http://www.flickr.com/photos/mbm55/496661061 http://www.flickr.com/photos/orcagirl/262058822 http://www.flickr.com/photos/camera_rwanda/51735020
Je vous remercie de m’écouter Steve Bridger I blog at www.nfp2.co.uk www.nfp2.co.uk/category/giving/ [email_address]