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

Thanks Pareto !

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

“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 the answer to :
0410 702 982
c. Germany Answer in the
message a , b, c,d,e
d.UK and your name.
e. Italy

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. Australia 99.4 % (21 M)
c. Germany 114 % (93 M)
d. UK 123 % (75M)
e. Italy 149 % (88M)

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 destinations …… and new
social experiences”
Marcelo Iniarra & Alfredo Botti adapted from www.trendwatching.com

Source :Iniarra-Botti 2008

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

“ 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

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

BOCA Juniors
Greatest Team in the World
CQC
http://www.youtube.com/watch?v=ykt-
dhHHjaE
Actions

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.

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 most relevant aspect was the first
telemarketing test 8.7 % conversion rate
Thanks Francesco Sciacca / UNHCR Spain

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

Responders today
Online &
Mobile
Phone-Fax- Post Responders responders

4. Integrate online and offline
media and vice versa.

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

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” campaigning
• I do !
• They Do !!

Global Campaign trends
Recognition...!
• “Traditional” campaigning • “New campaigning”
• Low level of recognition • Medium to High level of recognition

Global Campaign trends
Timing...!
• “Traditional” campaigning
• “New campaigning”
• Off line media pace !
• Instant campaign !

Global Campaign trends
Be Positive, Pleasurable Attitude ..
• “Traditional” campaigning
• “New campaigning”
• Guilty
• Smile campaigning …

Global Campaign trends
Being Part of Something Bigger...
• “New campaigning”
• “Traditional” campaigning
• Global collective unconscious –
• Think global , act local ! “Think Global , act global”

5 global supporters needs
Me ..!! + Positive
approach
Be part of Real time action
something bigger “Instant
“global solidarity campaigning”
High
Recognition

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 a co‐creation
involving the most creative minds in the
sector…Your mind!

Would you like to become part of
the Innophoric movement?

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

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 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

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

Active Model . Ayuda en Accion .
Sponsoring
Keyword
Sponsored link
ad (Direct
Response
Creativity)

Active Model . Ayuda en Accion .
Telemarketing form

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.

Active Model Summary
Sponsoring Keywords + Sponsored link ad
(Direct Response Creativity‐Link to…* ) +
* Fundraising ad hoc Landing page +
Telemarketing Form

Active Web TV Model
Sponsoring
Keyword
Sponsored link
ad (Direct
Response
Creativity)

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.

Active Web TV Model ( Celebrities
approaches)
On line form
Telemarketing form

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

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 . Lastly, it
had to be a medium through
which we could collect
donations.

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.

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 anthropologists working at Nokia Ted.com 2007

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 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.

Home work 1 Innovation Challenge

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.

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% )

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 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.

http://www.madonna.com/

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.

Thank you !!!
Marcelo Iniarra
www.marceloiniarra.com
marcelo@marceloiniarra.com
SMS al +31 611 187 533
Twitter @marceloiniarra