IFC - Digital Revolution

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A cooperative session from the 2010 International Fundraising Conference featuring Michael Hoffman and many other incredible fundraising experts presenting about the sea change in online fundraising in the digital age.

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IFC - Digital Revolution

  1. 1. The digital revolution e d g ta e o ut o Featuring a host of new media stars Hosted by Daryl Upsall
  2. 2. 3
  3. 3. The digital revolution featuring digital revolution featuring… • Daryl Upsall • Mike Johnston • Mike Colling • Marcelo Iniarra..via Marcelo Iniarra via Skype • Ritka Heino • Bryan Miller • y Jason Potts …virtually • Ted Hart…via Skype • Michael Hoffman Michael Hoffman • Alfredo Botti
  4. 4. Pioneer years – 1994 years – 1994… • First EVER new media and First EVER new media and  fundraising  seminar • December 1994 Channel 4 December 1994 ,Channel 4  TV theatre in Westminster,  London.  London • Mike Johnston and George  Irish from HJC Toronto,  hf Canada and me • 250 UK fundraising leaders
  5. 5. “Greenpeace Mindbombing the Internet” • “G Greenpeace  Mindbombing the Internet” I ” • Since 1983 Greenpeace  campaigners and  fundraisers using an  internally developed email  starting with "Easylink • By 1994 raising  $50,000  USD per month online  p from www.greenpeace.org
  6. 6. The “mindbombs” continue mindbombs continue
  7. 7. First White House  Web site  Welcome  Web site “Welcome to the White  House Oct. 21, House” Oct. 21,  1994
  8. 8. Anticipating the future • "This service is an example of how we can  p provide government services and information  to the public in a more timely manner, more  efficiently and more cost effectively.“ ffi i l d ff i l “ • less than 10% of US public had access to the  Internet in 1994 I t t i 1994 • By October of 1995, the White House Web  site s servers had loaded the home page over 4  site's servers had loaded the home page over 4 million times and delivered over 50 million  p g pages and images to users. g Vice President Al Gore, 1994
  9. 9. Mike Johnston HJC New Media HJC New Media Pioneer www.hjcnewmedia.com www hjcnewmedia com
  10. 10. There has been a lot of therapy to do with  fundraisers over the years...
  11. 11. The early days… Daryl called it  ‘catching eyeballs’
  12. 12. Greenpeace Online Fundraising Growth over 10 years 11.848 12000 N u 10000 m b e 8000 r o f 6000 d o 4000 n o r 2000 2.324 s 111 883 0 Monthly Single
  13. 13. Estimated  Estimated number of social  media players  – 7 illi ! 7 million!
  14. 14. Technology as  gy a challenge to  creativity? Technology can  distract us from  what s in front  what’s in front of our eyes… Technology  Technology change our  conversations…
  15. 15. With technological  With technological change coming even  change coming even p faster.... Keep it human!  Remember the human  moment!
  16. 16. Jason Potts Jason Potts THINK Consulting Solutions THINK C lti S l ti Pioneer www.thinkcs.org www thinkcs org
  17. 17. Ritka Heino FINN CHURCH AID  Practicioner Selling hope online www.kirkonulkomaanapu.fi o u o aa apu
  18. 18. FINN CHURCH AID – DIGITAL FUNDRAISING CASE RITKA HEINO
  19. 19. 23 FINN CHURCH AID – VERY SHORTLY • Biggest development aid organization in Finland. g • Second biggest humanitarian aid organization in Finland Finland. • Annual income 25 million euro. 2.10.2008
  20. 20. 24 …FCA FUNDRAISING STRATEGY … FCA • Among other goals, one of the main goal is: ”Our digital fundraising jumps over the current development and will be a pioneer in new technology fundraising. fundraising.” 2.10.2008
  21. 21. 25 CASE: VIRTUAL ETHICAL GIFT ”TOISENLAINEN LAHJA” (A DIFFERENT KIND OF GIFT) • Ethical virtual gift, that works 90% in g , the digital world. • Annual income ~1 3 million euro 1,3 • Annual cost for marketing ~150 000 euro (11%) (11%). 2.10.2008
  22. 22. 26 HOW DOES IT WORK WORK: • Web-pages as the marketing channel: choose a gift. f • Add it to your shopping basket. • Pay either web-bank, credit card or sms. • Gift comes to your email or directly to the gift y y g receivers e-mail. 2.10.2008
  23. 23. 27 HOW DO WE MARKET IT? • Online banners • Google ad and -search • Facebook-fan pages • Print ads • Radio • SMS to earlier buyers • E-letter to earlier buyers • T l Telemarketing to earlier b k i li buyers 2.10.2008
  24. 24. 28 WHICH CHANNEL WORKS THE BEST? From ~ 150 000 visitors at the shopping page: 38% via Google (ad) = 57 000 visitors 15 % via Google (organic) = 11 500 visitors i G l ( i ) i it 17 % Direct = 26 500 visitors 11 % K Kua.fi => via Finn Church Aid pages fi i Fi Ch h 60 Google (53% t t) tot) 40 Direct 20 FCA-page 2.10.2008 0
  25. 25. 29 WHAT HAPPENS AFTER DONATION? • E-letter • Telemarketing e e a et g • Sms-marketing • F Facebook suggestion (i the messages) b k ti (in th ) • Suggestion to become a regular donor via these channels 2.10.2008
  26. 26. 30 THE YEAR ROUND SEE THE AD SMS, E-LETTER, PLS BUY AGAIN, IT’S BUY, PAY CHRISTMAS.. ONLINE OR SMS THANK YOU E-LETTER AND UPDATE OF THE RECEIVE E- AID WORK RESULTS MAIL ABOUT THE GIFT THANK YOU E-MAIL NEW SEASON AD BY OR SMS: PLS SMS,, DONATE REGULARLY, E-LETTER, PRINT, RADIO UPDATE OF THE AID WORK 2.10.2008
  27. 27. 31 PLANS … • New digital marketing channels under work. • Updates to iPhone, iPad, smartphones – about the aid work results, about new gifts. h d k l b f • From virtual gift to someting to touch: small easy-price accessories …with nanotechnology. 2.10.2008
  28. 28. Kiitos. THANK YOU!
  29. 29. Marcelo Iniarra Marcelo Iniarra TC ‐ Tribe Chief Innovator Skype: www.marceloiniarra.com www marceloiniarra com
  30. 30. “Hi Steve, Yes I want an I phone 4 ! p Marcelo Iñarra Iraegui marcelo@marceloiniarra.com +51 9 11 5158 1206 Facebook.com/marcelo.iniarra Twitter @marceloiniarra
  31. 31. . I didn’t fail. I just found ten thousand fail ways that didn’t work didn t
  32. 32. Bravery Bravery
  33. 33. Mary had a little lamb Its fleece as white as snow And everywhere that Mary went, her lamb was sure to go...
  34. 34. - . / -- - ..- .. . .-. . ... / - - .- ... .- .-. / - - --- - -- .. -- --- / ? --.- - - -.-. - - - -.-. -. --.
  35. 35. Play/Game Creativity C ti it
  36. 36. Google’s new mantra: Mobile First “Computing “Computing power, interconnectivity and the cloud.. cloud.. The phone is where p these three all interconnect and you need to get these three waves right if you want to win. win.” Eric Schmidt, CEO of Google , February 16 2010 16, Mobile World Congress
  37. 37. 3 Digital trends in a tiny screen !
  38. 38. m-wallets m-cards Premium SMS Direct Mobile billing m-transfers m transfers Co tact ess ea Contactless Near Field Communication
  39. 39. Haiti Earthquake: the tipping point ! Earthquake: Mas 32 millones recaudados por la p Cruz Roja en USA
  40. 40. Sources : http://www.webdevelopersnotes.com
  41. 41. Mobile Expectations Source : Gartner inc. 1995
  42. 42. “I want an I innovation lab in every NGO”
  43. 43. Thank you ! o Marcelo Iñarra Iraegui marcelo@marceloiniarra.com marcelo@marceloiniarra com +51 9 11 5158 1206 Facebook.com/marcelo.iniarra Twitter @marceloiniarra
  44. 44. Michael Hoffman See3 Communications See3 Communications Why video matters y deo a e s http://see3.net/
  45. 45. October 9, 2006: Google Buys YouTube G l B Y T b
  46. 46. YouTube: Why Video Matters YouTube: Why Video Matters Users (M) % Users Age All 57.1 – In 1 Minute 24 hours of video are  ou s o deo a e <18 11.0 19% uploaded to YouTube 18‐34 11.1 19% #4 Biggest Site in the World #4 Bi t Sit i th W ld 35‐44 12.3 22% Bigger than MySpace and  45‐54 11.9 21% Wikipedia Source: Alexa 55+ 10.9 19% More than 1 Hour Gender Male 29.8 52% Average time spent on  Average time spent on Female 27.3 48% YouTube Source: Nielsen//NetRatings (October 2007)  ‐ US audience.
  47. 47. Your Audience is Watching
  48. 48. Video is CRITICAL  Video is CRITICAL for Search f S h
  49. 49. The YT Nonprofit Program The YT Nonprofit Program • O Organizations must be nonprofits based in  US,  i ti tb fit b d i US UK, Canada, or Australia • Increased branding capabilities I d b di biliti • HTML channel banner • Branded side column image • Ability to add Call to Action overlay and  y y externally linkable annotations • More info: http://www youtube com/nonprofits More info: http://www.youtube.com/nonprofits
  50. 50. Visit: www.YouTube.com/NonprofitVideoAwards Visit Yo T be com/NonprofitVideoA ards
  51. 51. Michael Hoffman • Web: http://see3.net/ • Email:  michael@see3.net • Twitter:  @Michael_Hoffman Twitter: @Michael Hoffman • Phone:  +1 773‐784‐7333
  52. 52. Alfredo Botti Alfredo Botti We Me Foundation We‐Me Foundation Online Activist “Digital Media qué?” www.we‐me.org
  53. 53. Alfedo Botti – We-Me.org We-
  54. 54. We reached 1 Million 1,5 Million votes in 51 days in 65 days Alfredo Botti – We-Me.org We-
  55. 55. Campaign Fact: Forest Law approved Alfredo Botti – We-Me.org We-
  56. 56. Other facts and figures Online Supporters GPA 2008 (2005: 160K) 1 million Monthly Donors GPA 2008 (2005: 22K) 72,000 Last Years´ Income in AR$ $ All real except 2008 2004 $ 2.634.000 Growth rate year by year Growth rate Base 2004 2005 $ 3.063.000 16% 16% 2006 $ 4.238.000 38% 161% 2007 $ 5.500.000 30% 209% ODP 2008 $ 8.382.000 52% 318% Forecast 2008 $ 12.036.208 219% 457% Inspiration… Alfredo Botti – We-Me.org We-
  57. 57. find purpose… Greenpeace India Alfredo Botti – We-Me.org We-
  58. 58. Greenpeace India Alfredo Botti – We-Me.org We-
  59. 59. Greenpeace India Alfredo Botti – We-Me.org We-
  60. 60. Overall Tatas campaign #1 p g • Activating 150K people in 6 months • BNP Paribas a financier for the port has pulled out Paribas, port, of the project… • FR campaign with ROI of 10-1 in first year. • M t influentiall online organisation with less than 7 Most i fl ti li i ti ith l th y years in the country y Greenpeace India Alfredo Botti – We-Me.org We-
  61. 61. Benchmarking: New Zealand g Alfredo Botti – We-Me.org We-
  62. 62. Benchmarking: New Zealand g • 5.5% of population (3.7% in Forest Law in Argentina) • PM John Key committed to 15-20% cut in emissions by 2020 15 20% Alfredo Botti – We-Me.org We-
  63. 63. Moving f forward… again d Alfredo Botti – We-Me.org We-
  64. 64. We- We-Me.org in a nutshell: grass-roots organisations and grass- individuals taking local action, empowered by digital media We- e o g everybody s We-Me.org: e e ybody is invited to pa t c pate acco d g to t e e ted participate according their possibilities, in any of our four programmes Alfredo Botti – We-Me.org We-
  65. 65. Alfredo Botti – We-Me.org We-
  66. 66. • 1 year • 2 programmes up and running • 2 programmes on their way • 107 volunteers… l t • Total: 22 partner organizations • Linked to a network of 230 grass-roots organisations • Empowering model… Alfredo Botti – We-Me.org We-
  67. 67. We- We-Me.org Staff Alfredo Botti – We-Me.org We-
  68. 68. Your Cause Here Alfredo Botti – We-Me.org We-
  69. 69. Alfredo Botti – We-Me.org We-
  70. 70. Alfredo Botti – We-Me.org We-
  71. 71. Alfredo Botti – We-Me.org We-
  72. 72. Alfredo Botti – We-Me.org We-
  73. 73. Alfredo Botti – We-Me.org We-
  74. 74. Alfredo Botti – We-Me.org We-
  75. 75. I tell my story Photo & Video Alfredo Botti – We-Me.org We-
  76. 76. Alfredo Botti – We-Me.org We-
  77. 77. Alfredo Botti – We-Me.org We-
  78. 78. Alfredo Botti – We-Me.org We-
  79. 79. Alfredo Botti – We-Me.org We-
  80. 80. Alfredo Botti – We-Me.org We-
  81. 81. • Hope Alfredo Botti – We-Me.org We-
  82. 82. Alfredo Botti – We-Me.org We-
  83. 83. Mike Colling Mike Colling Mike Colling and Company Pioneer – S Pi Screenager www.mcand.co.uk
  84. 84. The Digital Revolution Coming to a screen near you……. C i t 21st O t b 21 t October 2010 Prepared by: Mike Colling mike@mcand.co.uk mike@mcand co uk
  85. 85. What am I going to tell you • The internet is just the start • Think TV, but everywhere • Thi k screens that know who you are, and where you are Think th t k h d h • AND what you are interested in…
  86. 86. Internet users globally Growth 1995 - 20 0 G h 99 2010 28.8% Global population Source: Internet world stats Sept 2010
  87. 87. We now have three screens in our life
  88. 88. Much more change is coming
  89. 89. Screens are starting to behave like one another h
  90. 90. Social networking as never before
  91. 91. And intelligent screens
  92. 92. Here come the intelligent small screens Source: Morgan Stanley
  93. 93. And boy are they bright
  94. 94. Implications for us as fundraisers
  95. 95. We know who you are
  96. 96. And what else you are doing
  97. 97. Ted Hart Ted Hart ePhilanthropy and Skypista and Skypista S ype ed a usa Skype: tedhartusa www.tedhart.com
  98. 98. Navigating Through the Present and Into the Future: Presented by: Ted Hart, ACFRE Fundraising 2.0 Twitter = @tedhart ©2010 Ted Hart
  99. 99. Your supporters Y t aren’t looking to buy something or give because you need the money…y ©2010 Ted Hart
  100. 100. … they are sharing in a y g d ea t ey are part of dream, they a e pa t o the story, they are investing in success ©2010 Ted Hart
  101. 101. ©2010 Ted Hart
  102. 102. The Th Bottom Line for Success Online Fundraising g ©2010 Ted Hart
  103. 103. The Th Bottom Line for Success Inspiring p g Online Action ©2010 Ted Hart
  104. 104. What is the essence of fundraising? ©2010 Ted Hart
  105. 105. or Online or Offline = Relationships ©2010 Ted Hart
  106. 106. Relationships e at o s ps • Spirit p • Identity • Beliefs B li f • Perception • Values • Culture • Meaning • Community ©2010 Ted Hart
  107. 107. How Do You Get Others To See, Care and Believe I B li In Your Vision? ©2010 Ted Hart
  108. 108. “I had to know and understand my own story before I could listen to and help other people with theirs” th i ” -President Barack Obama ©2010 Ted Hart
  109. 109. Stop Begging ©2010 Ted Hart
  110. 110. Fundraising 2.0 Organization Where Fundraising and Social Networking Existing E i ti Meet M t Supporters Peers Peers Peers Peers Peers Peers ©2010 Ted Hart
  111. 111. The Th Bottom Line for Success Fundraising g ©2010 Ted Hart
  112. 112. The Th Bottom Line for Success Inspiring p g Action ©2010 Ted Hart
  113. 113. THANK YOU! Ted Hart, ACFRE President and CEO http://tedhart.com htt //t dh t 9101 Carriage House Lane Columbia, MD 21045 v 410.303.8370 f 206-203-4758 Facebook: facebook.com/tedhart LinkedIn: linkedin.com/in/tedhart Skype: tedhartusa Email: tedhart@tedhart.com Twitter: @tedhart 126 ©2010 Ted Hart
  114. 114. Bryan Miller  Bryan Miller Strategy Refresh Strategy Refresh Mobile revolutionary y www.strategyrefresh.com
  115. 115. The Mobile Digital Revolution International Fundraising Congress, October 2010
  116. 116. 30 years of evolution f l i International Fundraising Congress, October 2010
  117. 117. 1981 – Mobile Digital? International Fundraising Congress, October 2010
  118. 118. And the rest is history history… • In 1980 a report for AT&T by consultants McKinsey & Co forecast a world market of 900,000 cellular phones by the end of 2000 • By the end of 2009 there were actually over 4.6 billion mobile cellular subscriptions globally • And over 900,000 handsets are now sold every 3 days! International Fundraising Congress, October 2010
  119. 119. The Social Potential • Of the 1.9 billion additional mobile subscriptions over the last 3 years, over 1 6 billi were i th 1.6 billion in the Developing World • In China and India over 90% of villages are now connected through a mobile phone network • Much Developing World growth driven by money transfer services - allowing people without b k ll i l ith t bank accounts to send and receive money safely by text message • Vodafone’s M-Pesa money transfer service in Kenya has over 5 million users International Fundraising Congress, October 2010 Source: UN ITU Snapshot June 2010 (www.itu.int)
  120. 120. The Fundraising Potential International Fundraising Congress, October 2010 Source: UN ITU Snapshot June 2010 (www.itu.int)
  121. 121. The arrival of the Smart Phone (rather ( h more than jh just a ‘ h ‘phone’) ’) International Fundraising Congress, October 2010
  122. 122. The arrival of the Smart Phone (rather ( h more than jh just a ‘ h ‘phone’) ’) International Fundraising Congress, October 2010 Images thanks to topcultured.com
  123. 123. With all this going on on… Web Social MMS Browsing Networking SMS Twitter Sat-Nav Camera Video Location-based Camera Services Mobile Coupons Mobile MP3 Music Player Calls Games Email …plus Countless Other ‘Apps’ What else offers you so much fundraising potential? International Fundraising Congress, October 2010
  124. 124. In a pocket near you – soon! • In 2010 nearly 1.3 billion mobile phones will ship globally - and 250 million will be Smartphones • In the US and Europe virtually all p y phones sold will be Smartphones within 5 years • eMarketer analysis predicts there will be more mobile internet users in China than the entire population of the US by the end of this year International Fundraising Congress, October 2010
  125. 125. • By 2013 mobile phones will overtake PCs as the most common Web access device worldwide* “For the first time there will be over 1 billion mobile devices accessing For time, internet by year-end, gaining quickly on the 1.3 billion PCs accessing the internet – as the former is growing at 2.5 times the rate of the latter” Frank Gens Senior. VP & Chief Analyst, IDC Senior Analyst International Fundraising Congress, October 2010 *Gartner Research ‘Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance’. Jan 2010
  126. 126. Talking is so yester-year! yester year! International Fundraising Congress, October 2010
  127. 127. SMS text message fundraising • Text messaging ranks alongside calling as the top way in which mobile phones are used – and text volumes keep growing • UK mobile users sent 96 8b t t messages d i 2009 bil t 96.8bn text during (265m/day) – up 23% on 2008* • The UK’s Red Nose Day 2009 raised £7.8m through text donations! y g International Fundraising Congress, October 2010 *Source: Mobile Data Association. January 2010
  128. 128. Using the phone’s camera differently - QR Codes International Fundraising Congress, October 2010
  129. 129. International Fundraising Congress, October 2010 http://www.bullying.co.uk/index.php/make-a-poster.html
  130. 130. New website and email requirements i “Mobile Web users are typically prepared to make fewer clicks on a website than users accessing sites from a PC. Websites not optimized for the smaller- screen formats will become a market barrier for their owners.”* “While a quarter of people now access emails via their mobile phone, poor formatting and a lack of brand recognition means that almost a third of permission- based marketing emails are being deleted unread.”** International Fundraising Congress, October 2010 *Gartner ‘Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance’. Jan 2010 ** Experian CheetahMail . ‘Email marketing: the mobile conundrum’ Sept 2009
  131. 131. International Fundraising Congress, October 2010
  132. 132. International Fundraising Congress, October 2010 Source: http://www.wired.com/magazine/2010/08/ff_webrip/all/1
  133. 133. International Fundraising Congress, October 2010
  134. 134. International Fundraising Congress, October 2010
  135. 135. Location, Location, Location Location Location International Fundraising Congress, October 2010
  136. 136. Location based Location-based social networking Location-specific Location-based Status Updates p Search Gameplay Virtual Customer Loyalty Mobile Tour Guide Programmes Coupons International Fundraising Congress, October 2010
  137. 137. • Earth Justice advertising campaign on the San Francisco BART rail system in response to the Gulf of Mexico oil spill • Every check-in matched with a $10 corporate donation International Fundraising Congress, October 2010
  138. 138. With all this going on on… Web Social MMS Browsing Networking SMS Twitter Sat-Nav Camera Video Location-based Camera Services Mobile Coupons Mobile MP3 Music Player Calls Games Email …plus Countless Other ‘Apps’ What else offers you so much fundraising potential? International Fundraising Congress, October 2010
  139. 139. International Fundraising Congress, October 2010
  140. 140. 153 International Fundraising Congress, October 2010
  141. 141. Gracias
  142. 142. Let’s raise some money ’ i

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