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How Design Thinking Can Lead to the More Effective Use of Technology for Social Impact with Michael Johnston

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Human centric technology use needs a structured approach that design thinking can help solve. Mike’s fast, fun session brings together how the Amish, Stanford Design School, and hjc use design thinking to help make the world a better place.

In this presentation, you’ll learn:
Michael Johnston, HJC
Mike has been a fundraiser for 30 years, and has worked with 100’s of social impact
and charitable organizations in Canada, the U.S., Europe, Latin America, and Asia
Pacific. Mike is an expert in fundraising innovation and integrated fundraising –
especially in the use of digital technologies and their effective integration with
traditional and new fundraising methods. He had a hand in creating some of the first digital fundraising tools and campaigns in the late 1990’s.

He is the author of two books: The Fund Raiser’s Guide to the Internet and The
Nonprofit Guide to the Internet and the editor of two books: Internet Strategies: Best
Practices for Marketing, and Direct Response Fund Raising: Mastering New Trends for Results. Mike is also a contributor to numerous books and magazines.
Mike was a founding Board Member of the Washington-based e-Philanthropy
Foundation, and was its first chair of its Education Committee. In addition, Michael
was the founding Foundation Chair for the first global charity online lottery,
www.globelot.com. He has helped to found, and Chair, the industry leading Integrated Marketing Advisory Board, www.imabgroup.net – a collection of leading fundraising agencies
and other related industry associations.

He is a current board member of the global fundraising capacity building nonprofit,
The Resource Alliance and was the first Chair for the Resource Alliance’s Fundraising Online web conference.

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How Design Thinking Can Lead to the More Effective Use of Technology for Social Impact with Michael Johnston

  1. 1. Michael Johnston Founder, hjc How Design thinking can lead to more effective use of technology for social impact
  2. 2. • Author of four books on fundraising, technology and marketing • Raised over $3 billion dollars in 20+ countries • Fundraising tattoo • Expert in the Japanese imperial navy 1939-45 • Starting doing things online for social impact much too early - 1994
  3. 3. Technology for social impact is often NOT human centered
  4. 4. @YourTwitterHandleHere
  5. 5. Design thinking as a way to be human centric
  6. 6. To provide structure to: 1. Understand the user, 2. refine and redefine problems, 3. apply solutions, innovations, improvements
  7. 7. Methodical empathy – rigorous empathy
  8. 8. ORACLE® + hjc
  9. 9. experiences influence resultsattitudes drive behaviors deliver
  10. 10. Homo Empathicus
  11. 11. Empathy without structure
  12. 12. Empathy with Structure – to help with technology
  13. 13. 16 steps
  14. 14. Oracle . CX Journey Mapping Workshop . designingcx.com
  15. 15. recursive probabilistic fractal 300 million hierarchical pattern recognizers
  16. 16. DESIGN THINKING AND DOCTORS WITHOUT BORDERS
  17. 17. MEET CARLA…
  18. 18. Design Thinking Technology Improvements Opportunity Outcome Ensure communication we send is appropriate for a new donor − Tailor email welcome stream to complement current welcome process − Leverage new CRM to enable better segmentation − Survey donors to learn more about them and their first gift Create greater connection to the field and the work we do − Thank you or welcome video from the field Increase opportunities for engagement with organization − Telephone town hall − Documentary film series screenings − Other events
  19. 19. Recommended Innovations, Prototypes and Improvements
  20. 20. St. Low Hanging Fruit
  21. 21. Wi-Fi Email Acquisition St. Joseph’s Health Centre
  22. 22. Wi-Fi Email Acquisition St. Joseph’s Health Centre How’s it doing? In 5 months since going live, the page has already collected… 3,459 emails – 30% growth in email file
  23. 23. culture
  24. 24. Design Thinking forces you to look internally… Only happens when organizational structure, culture and skills are aligned.
  25. 25. Culture meter 5 4 3 2 1
  26. 26. staff meter 5 4 3 2 1
  27. 27. infastructure meter 5 4 3 2 1
  28. 28. Tech Tactics Talent • $500 million campaign in a few years • Digital transformation • Brand
  29. 29. UX and design thinking -
  30. 30. UX Persona Creation Interviews with individuals from Pet Partners How did we do it? Website Experience Pop-Up Survey Google Analytics Supporter Survey Responses CRM and Historical Data
  31. 31. Advocate Who Wants to do More Enid 66 Years Old Retired Lives with husband Tony in Phoenix Two adult sons Two dogs, retrievers named Sasha and Ruth - Used to volunteer with Pet Partners with her dogs Sasha and Ruth - She retired the dogs a year and a half ago due to their age, and Ruth’s declining health - Still very passionate about the human animal bond, as well as animal behavior, loves reading articles about research - Follows many animal behaviour specialists online including Patricia McConnel Phd. (she has been to see her lecture a few times as well) and The Human Animal Bond Research Institute - Signed up to be an advocate because she still wants to be part of the Pet Partners community
  32. 32. Design Thinking – where did their 16 steps get?
  33. 33. Technology for social impact is often NOT human centered And design thinking leverages cognitive empathy, pattern recognition, the power of oxcytocin (in person), our imagingation and common problem solving…
  34. 34. Oracle . CX Journey Mapping Workshop . designingcx.com mjohnston@hjcnewmedia.com

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