New Media
  Fundraising strategy :
  from basics to the
  global trends
  Marcelo Iñarra Iraegui
  marcelo@marceloiniarra
...
Thanks Pareto !
What’s in the agenda for today 90 
            minutes ?
• Rules for this session
• 2009 in New Media Fundraising
  Jungle...
“Rules” for this session
• Some basic spanish: 

Por favor, de nuevo!!

Muy Bueno!
“Rules” for this session

Living room session
Please, chose style of presentation :

• Politically Correct presentation

• Politically Incorrect presentation
Wake up Quiz
1. Which of those countries has the 
    highest mobile penetrations?
a. Sweden     
b. Australia      Text t...
Wake up Quiz

Text the answer to : 

0410 702 982
Answer in the message a , b, c,d,e and 
  your name.
Wake up Quiz
1. Which of those countries has the 
   highest mobile penetrations?
a. Sweden    112 % (10 M)    
b. Austral...
Wake up Quiz
• Wich region of world has more internet 
  users ?
• A. North America
• B. Asia
• C. Europe
Wake up Quiz

Text the answer to : 

04 41 07 02 982
Answer in the message a , b, c and your 
  name.
¿What’s does new media 
in 2009 mean ?
Source : Idea difussion curve. Crossing the
chasm. Geoff Moore
“The 7 Elastic Rules
of New Media Mobilization”
        Revised 2009
1. Change your organizational
culture, or how to make bytes
    an integral part of your
           existence
• Amazon
Know who is
violating our
constitution.
NO to the import
of nuclear waste
from Australia
Logo or URL?
2. Develop a strong
new media constituency
How ..?
•First Free experience
•Everywhere
Free experience era
1996 ( web site from 2000)
November 11th 1998
2008
• Revenue 21,795 million
• Profit 4226 million

Fortune May 4 2009
Source :Iniarra-Botti 2007
Social Trysumers
“Experienced consumers are trying new 
  appliances, new services, new flavors, new 
   authors, new dest...
Source :Iniarra-Botti 2008
Social Trysumers (First, try for free and then donate)

   Cultivation
   through actions
                                ...
“ Ask supporters for their time, not for 
their money, is a better way to increase 
donations. Jumping straight in and sol...
En Bariloche, Neuquén
                             En Capital Federal                                                     ...
BOCA Juniors
                                      Greatest Team in the World


              CQC
http://www.youtube.com/w...
1,5 millon votes/registrations in favor 
 of the forest law in just 65 days and
y 28 K monthly donors in less than 8 
    ...
Obama is not alone * Ringtones from 
          UNHCR in Spain
Obama is not alone * Ringtones from 
           UNHCR in Spain
• Over 50 K downloads
• Over 110.000 euros raised
• But the...
If the pyramid changes, should 
      Fundraising change?
Transitional moment from 
 Fundraising to Supporter 
mobilization.
Everywhere
•Web 1.0
•Social Media
•Mobile
3. Use the website as a
   response channel.
Responders evolution 
                 1990’s
Phone-Fax-Post-Responders



                                   Online
     ...
Responders today

                             Online &
                             Mobile
Phone-Fax- Post Responders   r...
4. Integrate online and offline 
     media and vice versa.
Offline                                                             Online

                                       Adwords...
Why should we integrate media?
•   Synergy
•   Increase results
•   Increase awareness
•   Reduce cost 
5. Use online media to foster 
  relationships with donors
Donor relationships online:
Efficient, fast and cheap!!
Some fresh ideas
A live weekly TV show
from your offices or
projects
Videconference with donors
6. Communicate from our
   website the opportunity to
"live" the experience of being
    part of our organization
information Age
      Ideas
New media driven
 by experiences
Global Campaign trends
                            Me …!
                              • “New campaigning”
• “Traditional”...
Global Campaign trends
                       Recognition...!
• “Traditional” campaigning   • “New campaigning”




• Low ...
Global Campaign trends
                              Timing...!
• “Traditional” campaigning
                              ...
Global Campaign trends
           Be Positive, Pleasurable Attitude ..
• “Traditional” campaigning
                       ...
Global Campaign trends
           Being Part of Something Bigger...
                               • “New campaigning”
• “...
5 global  supporters needs


      Me ..!!                 + Positive
                              approach

Be part of  ...
7. Test, just like they tested in 
       the "Wild West"
n.A sublime feeling of creative contention
 achieved through innovation.
Innophoria is an on line  game that aims to 
 help social organizations all over the world 
 become more innovative. It's ...
Would you like to become part of
 the Innophoric movement?
Show me the 
                      money ….for 
                       innovation
% of sales spent in R&D
•   Microsoft 13...
2009 New Media Map

• 1. Social Trysumers
• 2. Donors 2.0
• 3. Innovation SEM 
• 4. Mobile Mobilization
2.
Fundraising 2.0
  “Do it yourself”
Supporters 2.0
Source: Jason Potts - Think
Google Map to Visualize Online
        Giving Pages




                    Source: Jason Potts - Think
Source: Jason Potts - Think
3. Search Engine
Marketing &
Smart ads
“All of those searches, and all those searchers, 
  have translated into major business 
  opportunity, in fact, the faste...
Active Web TV Model Summary



Sponsoring Keywords +  Sponsored link ad 
  (Direct Response Creativity‐Link to…* ) + 
  * ...
Active Model . Ayuda en Accion .




            Sponsoring
            Keyword


                         Sponsored link
...
Active Model . Ayuda en Accion .




                          Telemarketing form
Non Financial Model in action in 
             general figures
                                                           ...
Active Model Summary


Sponsoring Keywords +  Sponsored link ad 
  (Direct Response Creativity‐Link to…* ) + 
  * Fundrais...
Active Web TV Model



      Sponsoring
      Keyword


                   Sponsored link
                   ad (Direct
  ...
Active Web TV Model


It’s new way of SEM & FR. Incorporating the 
 attributes of the Direct Response Television to 
 this...
Active  Web TV Model ( Celebrities 
          approaches)




                                On line form

              ...
Active Web TV Model Summary



Sponsoring Keywords +  Sponsored link ad 
  (Direct Response Creativity‐Link to…* ) + 
  * ...
Smart ads and not
  so smart …
Source: IFC Masterclass
M. Iniarra & Mike Walton 2008
Mobile
Mobilization
1,596,270,108
 Global Internet
     Users
   April 2009 . www.internetworldstats.com
4.200.000.000
Global Mobile Users
2.603.729.892
Today is the day to reveal the 
          truth..
And  the origin of my obsession about 
          mobile phones ….  
I dream to find a medium
a) portable, b) personal, c)
instantaneous and
interactive, d) massive and
e) easy to use . Lastl...
Massive ?
According to statistics from the market 
 database Wireless Intelligence, it took about 
 20 years for the first...
What do you carry ?
What do people carry?

Three more important 
 things that people carry out across 
 cultures, gender and 
 contexts
What do people carry? 


Keys,  money and 
 mobile phones.
Source. Jan Chipchase is one of a team of researchers and anthr...
Why Mobile phones …?


  Transcend space …
My perfect Direct Marketing Media 

Portable,   personal,   
  instantaneous and interactive, 
  massive and easy to use .
Are mobiles phones the most 
powerful tool for Fundraising ?
Mobile Expectations




      Source :Katrin Verclas 2008. Greenpeace Mobile
      conference.
Mobile expectations and time




          Source :Katrin Verclas 2008. Greenpeace Mobile
          conference.
Not….

….Yet !
Amnesty Norway
Save the planet with your mobile
Connect2climate is an Indian 
   initiative that aims to raise 
   awareness about climat...
Home work 1 Innovation Challenge
Home work 1 Innovation Challenge
• Challenge 1
  Develop  a new media strategy combining 
  mobile mobilization (SMS or mo...
Home work 1 Innovation Challenge
• Challenge 2
  Development an integrated new media upgrade 
  strategy  establishing a  ...
http://www.savetheorangutan.org.u
               k/
Home work 1 Innovation Challenge

• Challenge 3 
  You've got no budget but lots of good staff and 
   volunteers. You nee...
http://www.madonna.com/
Home work 1 Innovation Challenge
• Challenge 4
  You want to raise funds for a women’s refuge.  
  Madonna  has offered th...
Thank you !!!
Marcelo Iniarra
www.marceloiniarra.com
marcelo@marceloiniarra.com
SMS al +31 611 187 533
Twitter @marceloini...
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New Media Strategy Afrf 2009

  1. 1. New Media Fundraising strategy : from basics to the global trends Marcelo Iñarra Iraegui marcelo@marceloiniarra Text +31 611 187 533 Twitter @marceloiniarra Pareto Fundraising Sydney – Australia August 24th - 2009
  2. 2. Thanks Pareto !
  3. 3. What’s in the agenda for today 90  minutes ? • Rules for this session • 2009 in New Media Fundraising Jungle • 7 elastics rules for new media fundraising • Digital Innovation Challenges
  4. 4. “Rules” for this session • Some basic spanish:  Por favor, de nuevo!! Muy Bueno!
  5. 5. “Rules” for this session Living room session
  6. 6. Please, chose style of presentation : • Politically Correct presentation • Politically Incorrect presentation
  7. 7. Wake up Quiz 1. Which of those countries has the  highest mobile penetrations? a. Sweden      b. Australia   Text the answer to : 0410 702 982 c. Germany Answer in the message a , b, c,d,e d.UK and your name. e. Italy 
  8. 8. Wake up Quiz Text the answer to :  0410 702 982 Answer in the message a , b, c,d,e and  your name.
  9. 9. Wake up Quiz 1. Which of those countries has the  highest mobile penetrations? a. Sweden    112 % (10 M)     b. Australia  99.4 %  (21 M) c. Germany  114 % (93 M) d. UK  123 % (75M) e. Italy 149 %  (88M)
  10. 10. Wake up Quiz • Wich region of world has more internet  users ? • A. North America • B. Asia • C. Europe
  11. 11. Wake up Quiz Text the answer to :  04 41 07 02 982 Answer in the message a , b, c and your  name.
  12. 12. ¿What’s does new media  in 2009 mean ?
  13. 13. Source : Idea difussion curve. Crossing the chasm. Geoff Moore
  14. 14. “The 7 Elastic Rules of New Media Mobilization” Revised 2009
  15. 15. 1. Change your organizational culture, or how to make bytes an integral part of your existence
  16. 16. • Amazon
  17. 17. Know who is violating our constitution. NO to the import of nuclear waste from Australia
  18. 18. Logo or URL?
  19. 19. 2. Develop a strong new media constituency
  20. 20. How ..? •First Free experience •Everywhere
  21. 21. Free experience era
  22. 22. 1996 ( web site from 2000)
  23. 23. November 11th 1998
  24. 24. 2008 • Revenue 21,795 million • Profit 4226 million Fortune May 4 2009
  25. 25. Source :Iniarra-Botti 2007
  26. 26. Social Trysumers “Experienced consumers are trying new  appliances, new services, new flavors, new  authors, new destinations …… and  new  social experiences” Marcelo Iniarra & Alfredo Botti adapted from www.trendwatching.com
  27. 27. Source :Iniarra-Botti 2008
  28. 28. Social Trysumers (First, try for free and then donate) Cultivation through actions Financial supporter FR ASK (online, mobile and “Cyber-Mobile TMK) activist program* Traditional FR cycle Social Trysumers
  29. 29. “ Ask supporters for their time, not for  their money, is a better way to increase  donations. Jumping straight in and soliciting  potential donors for funds can, in fact, alienate them ‐‐ making them less likely to get involved and less likely to actually donate. Asking them  to volunteer first, however, can positively shift their  willingness to give both time and money “ Jennifer Aaker of Stanford Graduate School of Business and Wendy Liu of UCLA,   Journal of Consumer Research 2008
  30. 30. En Bariloche, Neuquén En Capital Federal En Rosario, Santa Fé Forest Law in En Córdoba En Capital Federal y en Calayate Argentina En Capital Federal En Capital Federal En Santiago del Estero En Paraná, Entre Ríos Source: Alfredo Botti. Greenpeace Argentina En Rosario, Santa Fé
  31. 31. BOCA Juniors Greatest Team in the World CQC http://www.youtube.com/watch?v=ykt- dhHHjaE Actions
  32. 32. 1,5 millon votes/registrations in favor  of the forest law in just 65 days and y 28 K monthly donors in less than 8  months.
  33. 33. Obama is not alone * Ringtones from  UNHCR in Spain
  34. 34. Obama is not alone * Ringtones from  UNHCR in Spain • Over 50 K downloads • Over 110.000 euros raised • But the most relevant aspect was the first telemarketing test 8.7 % conversion rate Thanks Francesco Sciacca / UNHCR Spain
  35. 35. If the pyramid changes, should  Fundraising change?
  36. 36. Transitional moment from  Fundraising to Supporter  mobilization.
  37. 37. Everywhere •Web 1.0 •Social Media •Mobile
  38. 38. 3. Use the website as a response channel.
  39. 39. Responders evolution  1990’s Phone-Fax-Post-Responders Online responders
  40. 40. Responders today Online & Mobile Phone-Fax- Post Responders responders
  41. 41. 4. Integrate online and offline  media and vice versa.
  42. 42. Offline Online Adwords Radio add Banners in UNHCRs Sites Contact Center Landing page DRTV Paid banners Print add Probono banners PR and non traditional publicity
  43. 43. Why should we integrate media? • Synergy • Increase results • Increase awareness • Reduce cost 
  44. 44. 5. Use online media to foster  relationships with donors
  45. 45. Donor relationships online: Efficient, fast and cheap!!
  46. 46. Some fresh ideas
  47. 47. A live weekly TV show from your offices or projects
  48. 48. Videconference with donors
  49. 49. 6. Communicate from our website the opportunity to "live" the experience of being part of our organization
  50. 50. information Age Ideas
  51. 51. New media driven by experiences
  52. 52. Global Campaign trends Me …! • “New campaigning” • “Traditional” campaigning • I do ! • They Do !!
  53. 53. Global Campaign trends Recognition...! • “Traditional” campaigning • “New campaigning” • Low level of recognition • Medium to High level of recognition
  54. 54. Global Campaign trends Timing...! • “Traditional” campaigning • “New campaigning” • Off line media pace ! • Instant campaign !
  55. 55. Global Campaign trends Be Positive, Pleasurable Attitude .. • “Traditional” campaigning • “New campaigning” • Guilty • Smile campaigning …
  56. 56. Global Campaign trends Being Part of Something Bigger... • “New campaigning” • “Traditional” campaigning • Global collective unconscious – • Think global , act local ! “Think Global , act global”
  57. 57. 5 global  supporters needs Me ..!! + Positive approach Be part of Real time action something bigger “Instant “global solidarity campaigning” High Recognition
  58. 58. 7. Test, just like they tested in  the "Wild West"
  59. 59. n.A sublime feeling of creative contention achieved through innovation.
  60. 60. Innophoria is an on line  game that aims to  help social organizations all over the world  become more innovative. It's a co‐creation  involving the most creative minds in the  sector…Your mind!
  61. 61. Would you like to become part of the Innophoric movement?
  62. 62. Show me the  money ….for  innovation % of sales spent in R&D • Microsoft 13.9 %  (7.121 millions) • Google 12.7 % (2110 millons) • Apple 3.3 (782 millions ) • Amazon 5.5 (818 millions) • Boeing 5.8 (3850 millions) Source : BCG-value Science, Bloomberg Financial markets, compustats, reuters, standars & poor’s research insight 2008
  63. 63. 2009 New Media Map • 1. Social Trysumers • 2. Donors 2.0 • 3. Innovation SEM  • 4. Mobile Mobilization
  64. 64. 2. Fundraising 2.0 “Do it yourself”
  65. 65. Supporters 2.0
  66. 66. Source: Jason Potts - Think
  67. 67. Google Map to Visualize Online Giving Pages Source: Jason Potts - Think
  68. 68. Source: Jason Potts - Think
  69. 69. 3. Search Engine Marketing & Smart ads
  70. 70. “All of those searches, and all those searchers,  have translated into major business  opportunity, in fact, the fastest growing  business in the history of media” John Battelle ,The Search .“How Google and Its Rivals Rewrote the rules of  Business and Transformed our Culture” 2005
  71. 71. Active Web TV Model Summary Sponsoring Keywords +  Sponsored link ad  (Direct Response Creativity‐Link to…* ) +  * Web TV Spot Fundraising ad hoc  Landing page + Telemarketing Form
  72. 72. Active Model . Ayuda en Accion . Sponsoring Keyword Sponsored link ad (Direct Response Creativity)
  73. 73. Active Model . Ayuda en Accion . Telemarketing form
  74. 74. Non Financial Model in action in  general figures Azione Donna Cultivation through action ( Monthly) “ Io Sono Cyber- Traditional FR Cycle attivist@” * Female prospects * All figures are estimated according a mix of markets of references with mature on line FR programs.
  75. 75. Active Model Summary Sponsoring Keywords +  Sponsored link ad  (Direct Response Creativity‐Link to…* ) +  * Fundraising ad hoc Landing page +  Telemarketing Form
  76. 76. Active Web TV Model Sponsoring Keyword Sponsored link ad (Direct Response Creativity)
  77. 77. Active Web TV Model It’s new way of SEM & FR. Incorporating the  attributes of the Direct Response Television to  this technique. Call to action goes to the Telemarketing form in  the same page of the web tv spot.  
  78. 78. Active  Web TV Model ( Celebrities  approaches) On line form Telemarketing form
  79. 79. Active Web TV Model Summary Sponsoring Keywords +  Sponsored link ad  (Direct Response Creativity‐Link to…* ) +  * Web TV Spot Fundraising ad hoc  Landing page + Telemarketing Form
  80. 80. Smart ads and not so smart …
  81. 81. Source: IFC Masterclass M. Iniarra & Mike Walton 2008
  82. 82. Mobile Mobilization
  83. 83. 1,596,270,108 Global Internet Users April 2009 . www.internetworldstats.com
  84. 84. 4.200.000.000 Global Mobile Users
  85. 85. 2.603.729.892
  86. 86. Today is the day to reveal the  truth..
  87. 87. And  the origin of my obsession about  mobile phones ….  
  88. 88. I dream to find a medium a) portable, b) personal, c) instantaneous and interactive, d) massive and e) easy to use . Lastly, it had to be a medium through which we could collect donations.
  89. 89. Massive ? According to statistics from the market  database Wireless Intelligence, it took about  20 years for the first billion mobile phones to  sell worldwide. The second billion sold in four  years, and the third billion sold in two. Eighty percent of the world’s population now  lives within range of a cellular network, which  is double the level in 2000. 
  90. 90. What do you carry ?
  91. 91. What do people carry? Three more important  things that people carry out across  cultures, gender and  contexts
  92. 92. What do people carry?  Keys,  money and  mobile phones. Source. Jan Chipchase is one of a team of researchers and anthropologists working at Nokia Ted.com 2007
  93. 93. Why Mobile phones …? Transcend space …
  94. 94. My perfect Direct Marketing Media  Portable,   personal,    instantaneous and interactive,  massive and easy to use .
  95. 95. Are mobiles phones the most  powerful tool for Fundraising ?
  96. 96. Mobile Expectations Source :Katrin Verclas 2008. Greenpeace Mobile conference.
  97. 97. Mobile expectations and time Source :Katrin Verclas 2008. Greenpeace Mobile conference.
  98. 98. Not…. ….Yet !
  99. 99. Amnesty Norway
  100. 100. Save the planet with your mobile Connect2climate is an Indian  initiative that aims to raise  awareness about climate change  and issues affecting our planet  with a series of educational  games that can be downloaded  to cell phones. These games include  “DeCarbonator” and “Mission  Lighting”. The games were launched in India on  the 5th of June this year, World  Environment Day.
  101. 101. Home work 1 Innovation Challenge
  102. 102. Home work 1 Innovation Challenge • Challenge 1 Develop  a new media strategy combining  mobile mobilization (SMS or mobile content  aspects like ringtones) & SEM  for  www.acne.org with the objective to get 800  new financial supporters in three months.
  103. 103. Home work 1 Innovation Challenge • Challenge 2 Development an integrated new media upgrade  strategy  establishing a  new social network of  current supporters of the Garlic Seed Foundation www.garlicseedfoundation.info ) .  This foundation has 150 K supporters and the want to  set up a community of 1500 active members in the  social network increasing their monthly donation  by 50% )
  104. 104. http://www.savetheorangutan.org.u k/
  105. 105. Home work 1 Innovation Challenge • Challenge 3  You've got no budget but lots of good staff and  volunteers. You need to launch a fundraising  campaign to save orphan orangutans. We want you  to involve a youth audience (8‐14) into the  campaign. Put together an online plan that would help achieve  this goal. The plan must include innovative use of  social networking and on line gaming.
  106. 106. http://www.madonna.com/
  107. 107. Home work 1 Innovation Challenge • Challenge 4 You want to raise funds for a women’s refuge.   Madonna  has offered their support. How  would you go about raising funds online? A  secondary objective is to raise awareness of  the issue of domestic violence. The plan must  make strong use of video delivery to mobile  tv, web tv, digital tv.
  108. 108. Thank you !!! Marcelo Iniarra www.marceloiniarra.com marcelo@marceloiniarra.com SMS al +31 611 187 533 Twitter @marceloiniarra
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