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Andy hamflett corporate giving in the digital world
Corporate Giving in the Digital World: New ApproachesDogs, squirrels, cars, pins and winks. Tuesday November 20th, 2012
What we know Headlines from from first reportLack of strategy / Lack of proven The Hype Cycle risk aversion techniques Lack of trust / Lack of deep Potential for dis- security issues understanding of intermediation the consumer The ‘frictionless’ Tech never sleeps The mobile changes give re the long- everythingterm relationship http://www.spring-giving.org.uk/
OverviewTen examples:• Driving Social media presence• Driving footfall• Creating new channels for giving• Some conclusions
Social Media 1: Send a Wink for a Good CauseVSP Vision Care / Guide Dogs for the Blind Association October 2010
Social Media 2: Like for LikeCambridge Savings Bank / Cambridge Camping July 2012
Social Media 3: 100 Cars For Good Toyota / Various March – August 2012
Social Media 4: Chase Community Giving Chase Bank / Various Annually
Social Media 5: #Squirrels4GoodCraig Newmark / Craigslist / National Wildlife Federation April 2012
Social Media 6: #PinItToGiveItElizabeth Arden / Look Good Feel Better July 2012
Driving footfall: Checking inM&S / Breakthrough Breast Cancer April 2011
New Channels 2: Keep on running Charity Miles / Various June 2012
New Channels 3: WaterworksUnilever / Facebook / Waterworks June 2012
Some conclusions There is significant Partnering with It can also givevalue for corporates charities is a good greater visibility to in social media way of extending corporate donations reach this Once they have Charities can also As well as the‘liked’ you, they may benefit from added donation of money not ‘unlike’ you marketing push and goods This value return There are risks – The longer-term also means no untested models beneficiary / impact project activity is may not work story may be harder needed to tell