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Our Digital Futures: to Charity Heads of Digital

A presentation I gave at the Whitewater/Aquent Third Sector Forum on 6 May 2009. What I said (not always clear from slides) was aimed at those leading digital teams in some of the biggest UK charities.

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Our Digital Futures: to Charity Heads of Digital

  1. 1. Our Digital Futures Steve Bridger Third Sector Forum - 6 May 2009 1
  2. 2. (I know that you know) Web 2.0 means things you can do people you know 2 Jessica Hagy
  3. 3. The challenge: the boundaries of traditional charities are under assault by new patterns of communication and association... regardless of how the individual technology pieces change 3
  4. 4. social media provides an architecture for participation - not just a new channel for more of the same 4
  5. 5. but charities structured for ‘transactional’ relationships, not for conversations volunteer donor / fundraiser campaigner / activist beneficiary 5
  6. 6. right now, we’re feeling some real pain 6
  7. 7. but we need to recruit people into roles like these... 7
  8. 8. while you talk of doom were & gloom sleeping 8
  9. 9. This i s not anoth er cyc le; it’ sa 9 Image by Francis Tiangsun; reproduced with permission
  10. 10. people are more connected in a recession 10 with permission
  11. 11. and (still) have expectations of being able to change the landscape quickly experiences 11
  12. 12. digital team silos & turf wars 12 organisational dependency on hierarchy graphic adapted from Gobillot, 2006
  13. 13. the social web is disruptive, but some members of the SMT are still resisting 13 wPFg
  14. 14. the new normal - deal with it 14 original doodle by Dave Gray; remixed with permission
  15. 15. innovation from the ‘messy’ edges perfection does not lead to participation 15 original doodle by Dave Gray; remixed with permission
  16. 16. As supporters increasingly want to mix giving their time, money, activism & influence... the time has come for charities to re-structure to reflect this 16
  17. 17. net works will gradually replace institutions 17 graphic adapted from Gobillot, 2006
  18. 18. perso nal id centra entity l to n ew ru engag les of emen t we are becoming ever more focused on ourselves as individuals yet yearn to be members of communities (indulgence + philanthropy) 18
  19. 19. need to focus on one-to-one, highly personal approaches; one person, one connection, one conversation at a time (but how to scale?) 19
  20. 20. “the message is not about the charity; it’s about why the messenger cares” (Katya Andresen) 20
  21. 21. OLD WAY: join us because we kick ass NEW WAY: join us because we want you to kick ass 21
  22. 22. real engagement = when people do things for the cause you didn’t ask them to do 22
  23. 23. participation is marketing 23
  24. 24. (scalable) role changing from conversations broadcasters to around your aggregators appeals should all charities release an API? individual goals realised through 24 your work adapted from a David Armano graphic |
  25. 25. let your people work socially rather than assume in advance that none of it is any use to you make resources go further by encouraging employees to embrace & develop their personal brands think about how programmes & communications can be articulated through grassroots net works to 25 deliver your mission
  26. 26. trust the hiring decision 26
  27. 27. I’m not advocating throwing the baby out with the bath water... but 27
  28. 28. 28
  29. 29. what’s the Return On Ignoring? 29
  30. 30. Please let me know what you think :-) @stevebridger 30