A toe in the water {revisited} - FINZ presentation
by sablyth on Apr 20, 2009
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A presentation I made to the Fundraising Institute of New Zealand (FINZ), Central Division learning lunch on 21 April 2009.
A presentation I made to the Fundraising Institute of New Zealand (FINZ), Central Division learning lunch on 21 April 2009.
All about using social media for fundraising.
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The conference covered lots of ground, including excellent keynotes by Bill Strathman, Network for Good and Beth Kanter, blogger and personal fundraiser sage. In between the two workshops I ran, I went to a few other talks on fundraising.
Not content to rely on overseas examples I talked to a few NZ organisations about their use of social media - Sounz, DCM, Oxfam... and here’s the article.
In preparation for this talk, I’ve talked to people to get an update. I’m drawing some tentative conclusions about how social media can be used for not-for-profits, particularly in support of fundraising. As you’d imagine, there’s no black and white answers.
Much as I’m keen to support organisations to implement social media strategy, I haven’t yet, nor have I run my own personal fundraising campaign. I’m still an interested observer in this particular area.
I’m a freelance advisor, writer, trainer, project manager, specialising in helping community and voluntary organisations use ICT powerfully.
It all started by accident when I helped to build the first version of CommunityNet Aotearoa in 1998. Information provision, very much one-way - run by government because of an obvious gap.
Now, in 2009 we’re a few weeks away for launching interactive features of on CommunityCentral. A major initiative from within tangata whenua, community and voluntary sector to support people to share, learn and converse online.
In between I’ve used and joined (and played with) a huge number of online tools, sites, etc.
The area my business is developing is supporting organisations to successfully implement online tools for learning, knowledge sharing and running projects.
I’m a freelance advisor, writer, trainer, project manager, specialising in helping community and voluntary organisations use ICT powerfully.
It all started by accident when I helped to build the first version of CommunityNet Aotearoa in 1998. Information provision, very much one-way - run by government because of an obvious gap.
Now, in 2009 we’re a few weeks away for launching interactive features of on CommunityCentral. A major initiative from within tangata whenua, community and voluntary sector to support people to share, learn and converse online.
In between I’ve used and joined (and played with) a huge number of online tools, sites, etc.
The area my business is developing is supporting organisations to successfully implement online tools for learning, knowledge sharing and running projects.
I’m a freelance advisor, writer, trainer, project manager, specialising in helping community and voluntary organisations use ICT powerfully.
It all started by accident when I helped to build the first version of CommunityNet Aotearoa in 1998. Information provision, very much one-way - run by government because of an obvious gap.
Now, in 2009 we’re a few weeks away for launching interactive features of on CommunityCentral. A major initiative from within tangata whenua, community and voluntary sector to support people to share, learn and converse online.
In between I’ve used and joined (and played with) a huge number of online tools, sites, etc.
The area my business is developing is supporting organisations to successfully implement online tools for learning, knowledge sharing and running projects.
I’m a freelance advisor, writer, trainer, project manager, specialising in helping community and voluntary organisations use ICT powerfully.
It all started by accident when I helped to build the first version of CommunityNet Aotearoa in 1998. Information provision, very much one-way - run by government because of an obvious gap.
Now, in 2009 we’re a few weeks away for launching interactive features of on CommunityCentral. A major initiative from within tangata whenua, community and voluntary sector to support people to share, learn and converse online.
In between I’ve used and joined (and played with) a huge number of online tools, sites, etc.
The area my business is developing is supporting organisations to successfully implement online tools for learning, knowledge sharing and running projects.
Lets start by typing in blog.forestandbird.org.nz
if you type in blog.forestandbird.org.nz you’ll arrive at this page.
On this one, different authors including guests write short article and people can make comments - voila, two way interaction,
As you’ll see here F&B’s uses this to reinforce it’s conservation messages.
It’s not the only way of having a blog... use Google owned platforms like blogger or Typepad, or as part of social media spaces.
Delighted with response... part of strategy of driving traffic to upgraded website. Haven’t done a lot on this front, on agenda to explore.
Might be hard to tell, but any YouTube member can subscribe, make comments, etc.
Both rating of videos and other measures popularity - a common attribute of social media.
Link: http://www.youtube.com/user/nzmusicsounz
Emma McCleary set this facebook case up as one way of trying to find people who supp[ort the goal of ending child poverty. Set up in April 2008.
As you’ll see 161 people have signed up, but $0 dollars raised - collecting donations are only good for US charities
The other part of causes is recognising people who recruit others for your cause. I support the Cause and it’s listed on my profile, and I can easily share any requests or news with my network.
She doesn’t spend a lot of time on it, and admits its mostly one way.
She points to billy tees facebook fan page as a better example of people contributing.
Now, her advice:
- you can’t force people to love you!
- be real, use an authentic voice
- be prepared to loose control
- you really need to make a commitment - but not necessarily a big one.
Link: http://apps.facebook.com/causes/75583?m=8c3a5226
It can be put to good cause.... here’s an example of climate witness group run by WWF.
206 people around the world, joined a group pool to share photos. Lots of clever ways of displaying it.
But mostly it’s about the slightly akward phrase: user generated content
Link: flickr.com/groups/climatewitness
Some big ones being run to help people with particular interests to connect.
Here we’ve got a social network for people interested in healing planet earth.
Enables:
- one-to-one contact
- groups for one-off events or projects
- broad communities
Link: www.wiserearth.org
They’re using a social networking platform which available to set and used by any group. ANY. For free.
This one is called Ning, but there are others.
Lnks:
ning.com
http://networking.gomad.co.nz
I won’t go into details - though I do have 2min short explanatory video I could share during lunch break.
Anyway, David Cross at Downtown Community Ministry countinues to explore new social media tools
Don’t panic if you’re totally bewildered by what Twitter can offer - I don’t think one really knows. It’s one of the attributes of the online world - fadishness, trends. It might work for you - but don’t jump on the band wagon.
Help is at hand:
John Haydon’s guide “Twitter Jump Start - The Twitter Guide for Small Non-Profits”
digi.Activism guide, released 13 April - The DigiActive Guide to Twitter for Activism.
Both free. Both released this year.
Link: http://twitter.com/dcmnews
Technology can overwhelm.
Credit: flickr.com/photos/van_searingen
Technology can overwhelm.
Credit: flickr.com/photos/van_searingen
2.5 case stories
1. NZ website - give-a-little
2. Beth Kanter - Network for Good widget and the Sharing Foundation
2.5 Oxfam - sadly I didn't get to talk with their webmaster but I'll give you an idea of what they're doing.
Very extensive suite of online tools and strategy... heavily integrated.
Here on their webpage they make it easy to join:
- facebook fan page - 566 members
- you tube - 40 subscribers
- flickr
- twitter
- others?
Last year Charlotte Fowler, their webmaster said they’re still finding their feet... unfortunately I haven’t been able to get an update, because she’s a mum and I ran out of time to talk with their marketing team.
Link: www.oxfam.org.nz
Very extensive suite of online tools and strategy... heavily integrated.
Here on their webpage they make it easy to join:
- facebook fan page - 566 members
- you tube - 40 subscribers
- flickr
- twitter
- others?
Last year Charlotte Fowler, their webmaster said they’re still finding their feet... unfortunately I haven’t been able to get an update, because she’s a mum and I ran out of time to talk with their marketing team.
Link: www.oxfam.org.nz
Very extensive suite of online tools and strategy... heavily integrated.
Here on their webpage they make it easy to join:
- facebook fan page - 566 members
- you tube - 40 subscribers
- flickr
- twitter
- others?
Last year Charlotte Fowler, their webmaster said they’re still finding their feet... unfortunately I haven’t been able to get an update, because she’s a mum and I ran out of time to talk with their marketing team.
Link: www.oxfam.org.nz
Ping - there’s a new alert from a friend inviting you to join a group to help a NZer seriously injured oversees back home.
Click on the update message and you see 120 odd people have joined the group. Not only that a few have made comments, and person who set up the group is linking to a place where you can make an instant and safe donation.
Off you trundle to NZ’s new gifting site Give a little and you reach for your credit card and give.
You give... and make a supportive comment. And you pass on the update to some other friends.
Not only do you give, but so do 139 others. Together you raise $13,784.
You later read that Julie is back home, and beginning to make a good recovery.
Now this is a true story.
“Julie Swinden, 28, suffered serious head injuries when a motorcycle taxi she was on crashed near Nha Trang, on the southeast coast of Vietnam.
Her travel insurance covered just $2500 of treatment in Nha Trang hospital, where she spent four days without nursing care till her mother, Di, and aunt, Mavis, arrived.“
from the Dominion Post/ Stuff, 3 February 2009, http://www.stuff.co.nz/national/1389848
It was her friend Christine that set up the “project” on give a little, sent messages by email to her friends, and posted a note on herfacebook profile. Give a little provides a way to keep supporters up to date. Very much focused on the testimony of Julie’s mum. The people at Give a little gave the appeal a little shove - an article appeared in Dominion Post (therefore on stuff).
Out in the ether people picked up on the Julie’s tragedy, and gave or supported the appeal. Blog posts, comments in chatrooms, emails circulating....
Lee Hales, Relationship and Marketing Manager at Give a little says it took very little effort for Christine to set up the appeal, and to send it out to networks. Once it was out there it had a life of its own.
Lee’s advice:
Give online fundraising a go, but don’t just walk away. Regular updates are important, as is an effort to use multiple channels. Word of mouth fuels interest.
The success of this Julie Swinden appeal was largely because of the quality of the content, and the voice.
Beth Kanter, is a blogger, teacher, learner and personal fundraising supremo.... I was fortunate to meet Beth last year and participate in a workshop she ran on social media.
I’ll let her do the talking here.... but it’s about using this widget in a Yahoo sponsored competition to raise funds for her chosen charity. Beth is a bit unusual because of the size of her networks and her knowledge of social media. However, she is a successful fundraiser because of good strategy and regular commitment of small
Plus, she remembers the basics of effective fundraising.
This example from 2007 is just one of 5 or 6 online fundraising campaigns Beth has run and written extensively about. The one I wrote about my article links to 25 blog posts. She has written so much it’s almost overwhelming.
Here’s the audio clip, from Grassroots Channel on Podnosh broadcast online by the Birmingham Community Empowerment network.
Links:
www.sharingfoundation.org
www.podnosh.com/channels/
programmes/
bcen070127bethkanteronlinefundraisingbimringhampodcast.mp3
This diagram is probably pretty familiar to you.... Beth, pictured here at the apex seeks to cheer lead, coordinator, inspire action - particularly by the evangelists and instigators who will then go on to raise on her organisation’s behalf.
???? Other examples that people would like to share.... actually lets put them up on the whiteboard. I’ll share these online.
Link: image from http://www.flickr.com/photos/cambodia4kidsorg/2299939842/in/set-72157603859192839
Image credit: www.flickr.com/photos/vaxzine
Image credit: www.flickr.com/photos/vaxzine
Here’s my thoughts on this slide:
1. Social media/networking is great for personal fundraising ....
... and building constituency by:
- Mobilising your members or supporters
- Attracting new supporters
- Spreading your message.
2. Forget about starting with social networking if you:
- Want to keep 100%, complete and utter control
- Don’t collect email addresses and have a working donate button (somewhere).
3. Start small, think trial and error overwhelming success
I
4. t’s a clich but some sort of strategy is essential, eg define audience, set goals, etc
5. Think about measurement from the start, eg metrics, ROI, feedback, stats
eg Metrics for blogs might include something like:
Reader Growth, Reader Engagement Index, Reader Bookmarking, Conversation Rate, Authority, Page Views
Here’s my thoughts on this slide:
1. Social media/networking is great for personal fundraising ....
... and building constituency by:
- Mobilising your members or supporters
- Attracting new supporters
- Spreading your message.
2. Forget about starting with social networking if you:
- Want to keep 100%, complete and utter control
- Don’t collect email addresses and have a working donate button (somewhere).
3. Start small, think trial and error overwhelming success
I
4. t’s a clich but some sort of strategy is essential, eg define audience, set goals, etc
5. Think about measurement from the start, eg metrics, ROI, feedback, stats
eg Metrics for blogs might include something like:
Reader Growth, Reader Engagement Index, Reader Bookmarking, Conversation Rate, Authority, Page Views
Here’s my thoughts on this slide:
1. Social media/networking is great for personal fundraising ....
... and building constituency by:
- Mobilising your members or supporters
- Attracting new supporters
- Spreading your message.
2. Forget about starting with social networking if you:
- Want to keep 100%, complete and utter control
- Don’t collect email addresses and have a working donate button (somewhere).
3. Start small, think trial and error overwhelming success
I
4. t’s a clich but some sort of strategy is essential, eg define audience, set goals, etc
5. Think about measurement from the start, eg metrics, ROI, feedback, stats
eg Metrics for blogs might include something like:
Reader Growth, Reader Engagement Index, Reader Bookmarking, Conversation Rate, Authority, Page Views
Here’s my thoughts on this slide:
1. Social media/networking is great for personal fundraising ....
... and building constituency by:
- Mobilising your members or supporters
- Attracting new supporters
- Spreading your message.
2. Forget about starting with social networking if you:
- Want to keep 100%, complete and utter control
- Don’t collect email addresses and have a working donate button (somewhere).
3. Start small, think trial and error overwhelming success
I
4. t’s a clich but some sort of strategy is essential, eg define audience, set goals, etc
5. Think about measurement from the start, eg metrics, ROI, feedback, stats
eg Metrics for blogs might include something like:
Reader Growth, Reader Engagement Index, Reader Bookmarking, Conversation Rate, Authority, Page Views
Here’s my thoughts on this slide:
1. Social media/networking is great for personal fundraising ....
... and building constituency by:
- Mobilising your members or supporters
- Attracting new supporters
- Spreading your message.
2. Forget about starting with social networking if you:
- Want to keep 100%, complete and utter control
- Don’t collect email addresses and have a working donate button (somewhere).
3. Start small, think trial and error overwhelming success
I
4. t’s a clich but some sort of strategy is essential, eg define audience, set goals, etc
5. Think about measurement from the start, eg metrics, ROI, feedback, stats
eg Metrics for blogs might include something like:
Reader Growth, Reader Engagement Index, Reader Bookmarking, Conversation Rate, Authority, Page Views
Here’s my thoughts on this slide:
1. Social media/networking is great for personal fundraising ....
... and building constituency by:
- Mobilising your members or supporters
- Attracting new supporters
- Spreading your message.
2. Forget about starting with social networking if you:
- Want to keep 100%, complete and utter control
- Don’t collect email addresses and have a working donate button (somewhere).
3. Start small, think trial and error overwhelming success
I
4. t’s a clich but some sort of strategy is essential, eg define audience, set goals, etc
5. Think about measurement from the start, eg metrics, ROI, feedback, stats
eg Metrics for blogs might include something like:
Reader Growth, Reader Engagement Index, Reader Bookmarking, Conversation Rate, Authority, Page Views
Here’s my thoughts on this slide:
1. Social media/networking is great for personal fundraising ....
... and building constituency by:
- Mobilising your members or supporters
- Attracting new supporters
- Spreading your message.
2. Forget about starting with social networking if you:
- Want to keep 100%, complete and utter control
- Don’t collect email addresses and have a working donate button (somewhere).
3. Start small, think trial and error overwhelming success
I
4. t’s a clich but some sort of strategy is essential, eg define audience, set goals, etc
5. Think about measurement from the start, eg metrics, ROI, feedback, stats
eg Metrics for blogs might include something like:
Reader Growth, Reader Engagement Index, Reader Bookmarking, Conversation Rate, Authority, Page Views
Here’s my thoughts on this slide:
1. Social media/networking is great for personal fundraising ....
... and building constituency by:
- Mobilising your members or supporters
- Attracting new supporters
- Spreading your message.
2. Forget about starting with social networking if you:
- Want to keep 100%, complete and utter control
- Don’t collect email addresses and have a working donate button (somewhere).
3. Start small, think trial and error overwhelming success
I
4. t’s a clich but some sort of strategy is essential, eg define audience, set goals, etc
5. Think about measurement from the start, eg metrics, ROI, feedback, stats
eg Metrics for blogs might include something like:
Reader Growth, Reader Engagement Index, Reader Bookmarking, Conversation Rate, Authority, Page Views
Here’s my thoughts on this slide:
1. Social media/networking is great for personal fundraising ....
... and building constituency by:
- Mobilising your members or supporters
- Attracting new supporters
- Spreading your message.
2. Forget about starting with social networking if you:
- Want to keep 100%, complete and utter control
- Don’t collect email addresses and have a working donate button (somewhere).
3. Start small, think trial and error overwhelming success
I
4. t’s a clich but some sort of strategy is essential, eg define audience, set goals, etc
5. Think about measurement from the start, eg metrics, ROI, feedback, stats
eg Metrics for blogs might include something like:
Reader Growth, Reader Engagement Index, Reader Bookmarking, Conversation Rate, Authority, Page Views
Here’s my thoughts on this slide:
1. Social media/networking is great for personal fundraising ....
... and building constituency by:
- Mobilising your members or supporters
- Attracting new supporters
- Spreading your message.
2. Forget about starting with social networking if you:
- Want to keep 100%, complete and utter control
- Don’t collect email addresses and have a working donate button (somewhere).
3. Start small, think trial and error overwhelming success
I
4. t’s a clich but some sort of strategy is essential, eg define audience, set goals, etc
5. Think about measurement from the start, eg metrics, ROI, feedback, stats
eg Metrics for blogs might include something like:
Reader Growth, Reader Engagement Index, Reader Bookmarking, Conversation Rate, Authority, Page Views
Here’s my thoughts on this slide:
1. Social media/networking is great for personal fundraising ....
... and building constituency by:
- Mobilising your members or supporters
- Attracting new supporters
- Spreading your message.
2. Forget about starting with social networking if you:
- Want to keep 100%, complete and utter control
- Don’t collect email addresses and have a working donate button (somewhere).
3. Start small, think trial and error overwhelming success
I
4. t’s a clich but some sort of strategy is essential, eg define audience, set goals, etc
5. Think about measurement from the start, eg metrics, ROI, feedback, stats
eg Metrics for blogs might include something like:
Reader Growth, Reader Engagement Index, Reader Bookmarking, Conversation Rate, Authority, Page Views
Here’s my thoughts on this slide:
1. Social media/networking is great for personal fundraising ....
... and building constituency by:
- Mobilising your members or supporters
- Attracting new supporters
- Spreading your message.
2. Forget about starting with social networking if you:
- Want to keep 100%, complete and utter control
- Don’t collect email addresses and have a working donate button (somewhere).
3. Start small, think trial and error overwhelming success
I
4. t’s a clich but some sort of strategy is essential, eg define audience, set goals, etc
5. Think about measurement from the start, eg metrics, ROI, feedback, stats
eg Metrics for blogs might include something like:
Reader Growth, Reader Engagement Index, Reader Bookmarking, Conversation Rate, Authority, Page Views
Hitwise
Nielsen Netratings
World Internet Project
Hitwise
Nielsen Netratings
World Internet Project
Thank you.