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Fundraising in an Age of Social Media for Wycliffe


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Session 2, designed to include more discussion/activity, and draw out the fundraising expertise of the people in the room, and put it within digital culture...

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Fundraising in an Age of Social Media for Wycliffe

  1. 1. FUNDRAISING VIA SOCIAL MEDIA Dr Bex Lewis @drbexl #EFAC14 Director, Digital Fingerprint Research Fellow in Social Media and Online Learning, CODEC Centre for Digital Theology, Durham University October 2014 for media-for-wycliffe This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International
  2. 2. The Digital Revolution? “There is a revolution sweeping across the globe, driven by the massive growth of the internet and internet related technologies. Known as the Digital Revolution it is on par with other great global shifts such as the Agrarian Revolution and the Industrial Revolution. And it is completely changing the landscape of how we communicate, how we influence, how we relate. This isn’t simply about coming to grips with a new technology to assist us in our work, but requires of us a fundamental shift in our processes, our structures and approaches. If we don’t respond then as Eric Hoffer states, we will find ourselves, ‘beautifully equipped to deal with a world that no longer exists.’” Event Publicity, 2010
  3. 3. The Digital Age?
  4. 4. “Before the press … information was passed mouth-to-ear, scribe-to-scribe; it was changed in the process; there was little sense of ownership and authorship. In the five-century-long Gutenberg era, text did set how we see our world: serially with a neat beginning and a defined end; permanent; authored. Now, we are passing out of this textual era and that may well affect how we look at our world. That may appear to change how we think. But it won't change our wires.” Pew Report, 2012 quoting Jeff Jarvis, Journalist
  5. 5. Even though in practice, face-to-face communication can, of course, be angry, negligent, resistant, deceitful and inflexible, somehow it remains the ideal against which mediated communication is judged as flawed. Prof Sonia Livingstone, Children and the Internet: Great Expectations and Challenging Realities. 2009, p26
  6. 6. Where do your carefully crafted mailings go?
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  13. 13. “Technology should not dictate our values or our methods. Rather, we must use technology out of our convictions and values.” John Dyer, From the Garden to the City, 2011,p5
  14. 14. If you’re not talking in that space, someone else will be – either on your behalf/negatively
  15. 15. Who will become your ambassadors?
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  18. 18. “We should not overlook the fact that those who for whatever reason lack access to social media run the risk of being left behind,” with a reminder that communication is ultimately a human rather than a technological achievement. Pope Francis, World Communications Day, 2014
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  27. 27. Connectivity: ‘4 degrees of separation’?
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  30. 30. Short attention spans? Attention Minutes measures everything from video player signals about whether a video is currently playing to a user’s mouse movements to which browser tab is currently open — all to determine whether the user is still engaged," Upworthy wrote. "The result is a fine-grained and unforgiving metric that tells us whether people are really engaged with our content or have moved on to the next thing.
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  32. 32. Who is your audience? • GENERAL: • Age? • Gender? • Location? • Educational Level? • Beliefs? • Attitude to paper/digital, including payment? • ONLINE: • What are they searching for? • How can you make it easier for them to find? • How can you make it easy for them to want to share?
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  38. 38. “Links to and from your site are very important. Supporters, sponsors and donors should all be encouraged to link through to your website. The number of links to a page plays a big part in determining your search ranking.” KnowHow Non Profit Blog
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  40. 40. Demonstrate impact and/or where extra ££ are going in a way that is compelling for those with information overload.
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  45. 45. What about crowdfunding?
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  47. 47. Emails
  48. 48. Fundraising Emails • Similarity to offline letters • Lots of stories • Easy to skim-read with headlines, etc. • Strong headlines • Less is more • Clear, concise and understandable ask *say thank you • Suitable for smaller, not larger, gifts • Tie to something tangible • Only send to those who have subscribed • Include offline contact information • Make it easy for people to unsubscribe
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  51. 51. Exploring what to avoid?
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  54. 54. The more you communicate with your supporters and keep them in touch with the workings of the charity, the more you get back Kirsty Stephenson, Child’s i Foundation,
  55. 55. "They need to write a clear brief about what they want to achieve and think about what they want on the digital side as well as what they want from print." Louise Barker, RNIB
  56. 56. Your Campaigns?
  57. 57. @drbexl @digitalfprint @digidisciple