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2010 Deutscher Fundraising Kongress Online Community Fundraising Session

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Session on online community fundraising I gave at the 2010 Deutscher Fundraising Kongress in Fulda. Includes some research on German social media use as basis for considering how quickly Germany might adopt online community fundraising approaches becoming increasingly common in US, UK, and Netherlands

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2010 Deutscher Fundraising Kongress Online Community Fundraising Session

  1. 1. Community Fundraising 2.0 The future of fundraising in our networked society Bryan Miller Marketing & Fundraising Consultant StrategyRefresh.com
  2. 2. Hello! 2010 Deutscher Fundraising Kongress
  3. 3. The future of fundraising?
  4. 4. “ The future has already arrived. It’s just not evenly distributed yet”
  5. 5. Let’s begin… with a (true) story
  6. 6. Jenni Ware Carolee Hazzard
  7. 7. Realtime, online community storytelling
  8. 9. And another…
  9. 10. Charlie Simpson – Super Fundraiser (aged 7)
  10. 13. Could these stories happen in Germany?
  11. 15. The Networked Society
  12. 16. This is NOT all about technology It’s about people becoming increasingly able to select and engage their own personal networks
  13. 17. Not all about technology… It’s all about people
  14. 18. From traditional, distant sources of authority To closer, more personal sources - like family, friends, colleagues, and shared interest networks The Personalisation of Authority
  15. 19. The Personalisation of Authority
  16. 20. The Networked Society Consumer
  17. 21. Peer to Peer advocacy is not new
  18. 22. But the Web 2.0 acceleration effect is
  19. 23. Web 2.0 acceleration Every minute, 24 hours of video footage is uploaded to YouTube 1 1: youtube-global.blogspot.com, 17/03/10 2: Facebook Press Room stats 3: Blog.twitter.com, 22/02/10 Facebook now has over 400m active users (more than the whole population of the USA) and 50% of active users log-on in any given day 2 Twitter users send 600 Tweets every second 3
  20. 24. Let’s look at the German market
  21. 25. Watching video online? 2006 2007 2008 2009 Source: UM Social Media Tracker, 2009
  22. 26. Create a Social Network Profile? 2006 2007 2008 2009 Source: UM Social Media Tracker, 2009
  23. 27. German Social Media Summary <ul><li>German Internet users have been cautious adopters of social media </li></ul><ul><li>However, adoption has grown significantly over the last three years – and shows little sign of slowing </li></ul>2006 2007 2008 2009 Source: UM Social Media Tracker, 2009
  24. 28. “ Germany is at least five years behind the U.S. when it comes to social media and its adoption by a larger part of society” Marcel Weiß. Editor Netzwertig.com When following other markets… learn from the leaders “ Here in Germany only between 1-3% of donations are made online”* Joana Breidenbach . Betterplace.org *Compared to c10% in the US
  25. 29. What does this mean for the future of fundraising?
  26. 30. “ The future of fundraising is to stop interrupting what people are interested in and to become what people are interested in” What does this mean for the future of fundraising?
  27. 31. Dead? (not yet!) The future of fundraising?
  28. 32. Donor Fatigue? Compassion Fatigue? Fundraiser Fatigue? Traditional fundraising?
  29. 33. Fundraising Funnel Fatigue I think we’re suffering from ‘FFF’
  30. 34. <ul><li>Individual donor fundraising has become over-reliant on mass-market interruptive direct response techniques </li></ul><ul><li>Less tolerance of interruptive fundraising leads to falling response rates </li></ul><ul><li>Falling response rates leave us needing an ever greater volume of prospects to feed into the funnel to generate the new donor numbers we require </li></ul><ul><li>Or an increase in the ‘level’ of the interruption - from direct mail and DRTV to Face-to-Face </li></ul>The Fundraising Funnel
  31. 35. Beating Fundraising Funnel Fatigue Flip the Funnel!
  32. 36. DONATION Donor-get-donor recruitment? I My Charity
  33. 37. Community Fundraising 2.0
  34. 38. “ A new set of online tools makes this approach not just a possibility, but also an imperative for any organization hoping to grow. Give your fan club a megaphone and get out of the way.”* *Seth Godin. Flipping the Funnel www.sethgodin.com Community Fundraising 2.0
  35. 39. Community Fundraising 2.0
  36. 40. Community Fundraising 2.0
  37. 41. Getting Started
  38. 42. Combining the enthusiasm, skills and networking experience of Community Fundraisers with the data-led discipline of Direct Marketing Community Fundraising 2.0 Contact Lists Communities Crowd Funding Campaigns FROM TO Campaign Managers Content Managers
  39. 43. First, find and map your fundraising communities - online and offline From Contact Lists to Communities
  40. 44. From Contact Lists to Communities
  41. 45. From Contact Lists to Communities
  42. 46. You still need to invest in good email software to engage most effectively with your online communities From Contact Lists to Communities
  43. 47. <ul><li>Learn from what people are already doing for you – through your activities or in their own online communities </li></ul><ul><li>You can invite them to take part in online discussions about future fundraising - what support they would like, etc. A great way to generate and test ideas </li></ul><ul><li>Then you can reach-out to others who might fit the profile of active online community members from your existing supporter base or through wider recruitment </li></ul>From Contact Lists to Communities Listen and Learn
  44. 48. Community Fundraising 2.0 Contact Lists Communities Crowd Funding Campaigns FROM TO Campaign Managers Content Managers
  45. 49. The Web 2.0 word for what Community Fundraisers have always done! From Campaigns to Crowdfunding
  46. 50. Personal crowdfunding sites
  47. 51. http://www.altruja.de//
  48. 52. http://myprojects.cancerresearchuk.org/ Charity-specific project crowdfunding sites
  49. 53. http://myprojects.cancerresearchuk.org/
  50. 54. http://myprojects.cancerresearchuk.org/
  51. 55. aka Charity Crowdfunding ‘Supermarkets’ Multi-charity project crowdfunding sites http://de.betterplace.org//
  52. 56. http://de.wikando.com/
  53. 57. Aggregating online ‘micro-philanthropy’ opportunities http://socialactions.com/
  54. 58. Aggregating online ‘micro-philanthropy’ opportunities
  55. 59. Community Fundraising 2.0 Contact Lists Communities Crowd Funding Campaigns FROM TO Campaign Managers Content Managers
  56. 60. From Campaign Managers to Content Managers
  57. 61. From Campaign Managers to Content Managers
  58. 63. How best to capitalise on the opportunities offered by social media as part of an effective fundraising strategy is something everyone is still working through We’re all in the same boat!
  59. 64. “ The future of fundraising is to stop interrupting what people are interested in and to become what people are interested in”
  60. 65. Community Fundraising 2.0 The future of fundraising in our networked society Bryan Miller [email_address] @millbry strategyrefresh.com givinginadigitalworld.org

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