Fundraising Ireland - Beyond the Like


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Presentation made to Fundraising Ireland conference, March 2011. Discussing Facebook

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Fundraising Ireland - Beyond the Like

  1. 1. Fundraising Ireland March 30 th 2011 Conor Byrne Brando @conorbyrne
  2. 3. <ul><li>&quot;what do our 11,000 Facebook fans add up to. Are they our employees? Are they existing supporters? Are they brand new? </li></ul><ul><li>If all we're doing is attracting ourselves, we're not being very effective.” </li></ul><ul><li>George Hood, </li></ul><ul><li>the national community relations secretary </li></ul><ul><li>Salvation Army </li></ul>
  3. 4. <ul><li>Social technologies allow connections without commitments </li></ul><ul><li>It is very easy to join a cause without making any real world tangible commitments </li></ul>
  4. 7. <ul><li>70% of people </li></ul><ul><li>believed the cause </li></ul><ul><li>was real </li></ul>
  5. 8. <ul><li>outside of joining the cause there was </li></ul><ul><li>no other action taken </li></ul>
  6. 15. <ul><li>16% of social media users say it is where they get their morning news </li></ul><ul><li>(Gedgetology, 2010). </li></ul>
  7. 16. <ul><li>50% of social media users saying they need to check Facebook at least once a day (Gedgetology, 2010). </li></ul>
  8. 17. <ul><li>12% </li></ul><ul><li>check-in every couple of hours </li></ul><ul><li>(Gedgetology, 2010). </li></ul>
  9. 18. <ul><li>75 % of non profit organisations are using Facebook </li></ul><ul><li>(Wasley, 2009). </li></ul>
  10. 19. <ul><li>internet users are more likely than others to be involved in the community </li></ul><ul><li>Stern and Dillman (2006) </li></ul><ul><li>the internet is increasingly being used to mobilise and organise individuals who were already civically engaged. </li></ul><ul><li>Norris (2001) </li></ul>
  11. 20. <ul><li>“ activate the active” </li></ul>
  12. 22. <ul><li>Behaviour is considered prosocial when it..... </li></ul><ul><li>benefits others, particularly when the benefit for that other is the primary goal </li></ul><ul><li>(Hinde & Groebel 1991). </li></ul>
  13. 23. <ul><li>pro-social behaviour may be prompted by motives other than pure philanthropic or altruistic intentions. </li></ul><ul><li>Ariely, Bracha & Meier (2007) </li></ul>
  14. 25. <ul><li>people are more likely to make a donation if they see others give. </li></ul><ul><li>The presence of a strong social model will result in increased prosocial behaviour </li></ul><ul><li>Macauley (1970) </li></ul>
  15. 27. <ul><li>Conscientiousness may be an important personality moderator in the context of prosocial behaviour. </li></ul><ul><li>It seems to be valuable for citizens who want to participate in voluntary associations, </li></ul><ul><li>(Hampson, Andrews, Barckley, Lichtenstien, & Lee, 2000). </li></ul><ul><li>Hampson et al. (2000) </li></ul>
  16. 29. <ul><li>formal volunteering often requires extensive social interactions and has been associated with the personality trait of being extraverted . </li></ul><ul><li>Okun, Pugliese & Rook (2007) </li></ul>
  17. 30. <ul><li>extraverts join more clubs and associations </li></ul><ul><li>Okun, Pugliese & Rook (2007), </li></ul>
  18. 31. <ul><li>Extraversion is been shown to be associated with online use, in particular as it relates to Facebook. </li></ul><ul><li>individuals who were high on the trait of extraversion belonged to more Facebook groups. </li></ul><ul><li>Ross et al (2009) </li></ul>
  19. 32. <ul><li>access to communication technologies will not necessarily enlist active participation </li></ul><ul><li>unless </li></ul><ul><li>people believe that they can achieve the desired results by this means. </li></ul><ul><li>Bandura (2001) </li></ul>
  20. 34. <ul><li>76% were when it was quick and easy to support </li></ul><ul><li>66% were motivated to support when it offered additional offline opportunities </li></ul><ul><li>59% of respondents are more likely to support a cause if they can do it through new media </li></ul>
  21. 36. <ul><li>only 17% have ever made a donation through new media </li></ul>
  22. 38. <ul><li>only 14% volunteered as a result of new media. </li></ul>
  23. 39. <ul><li>No single cause was cutting through to grab the attention of new media users. </li></ul><ul><li>Alison DaSilva of Cone Marketing, 2009). </li></ul>
  24. 42. <ul><li>while it cannot be concluded that there is a causal impact between using SNS and social capital it is suggestive that there is potential to engage users. </li></ul><ul><li>Valenzuela, Park and Kee, (2009) </li></ul>
  25. 50. <ul><li>Picture courtesy of DSPCA </li></ul>
  26. 53. “ Show pictures of cruelty cases before and after” “ Tell personal stories of animals and how the DSPCA helped them would motivate me and others to take action for animal welfare” “ show more of the cases that come through the doors”
  27. 57. <ul><li>offline political participation was associated to online political groups </li></ul><ul><li>and </li></ul><ul><li>offline civic participation was associated to online civic groups. </li></ul><ul><li>Valenzuela, Park and Kee, (2009 ) </li></ul>
  28. 58. <ul><li>“ vast opportunity for people to bring their influence to bear on collective action”. </li></ul><ul><li>Bandura (2001) </li></ul>
  29. 59. <ul><li>The internet facilitates and supports civic engagement, it: </li></ul><ul><li>raises awareness </li></ul><ul><li>educates those interested </li></ul><ul><li>& </li></ul><ul><li>can mobilise groups by </li></ul><ul><li>“ enhancing the flow of information across diverse members of the community” </li></ul><ul><li>(Kavanaugh et al., 2005, p.129). </li></ul>
  30. 62. <ul><li>While social networks are powerful communication channels, enabling conversations with: </li></ul><ul><li>“ supporters, allies and other interested parties” </li></ul>
  31. 63. <ul><li>SNS aren’t places in which charities should seek to unleash gifts </li></ul><ul><li>but </li></ul><ul><li>places to build relationships . </li></ul>
  32. 64. NPO’s need to recognise the potential of new media tools for enhancing two way communications Seo, Kim & Yang, (2009 )
  33. 65. <ul><li>As a result of online association to the DSPCA </li></ul><ul><li>offline participation and awareness </li></ul><ul><li>has been increased. </li></ul><ul><li>  </li></ul>
  34. 70. <ul><li>If people believe that they can achieve the desired results by using communication technologies they will use these tools to help make their voices heard and play an active role in meaningful change </li></ul><ul><li>Bandura (2002) </li></ul>
  35. 74. [email_address] @conorbyrne