Internet and Third Sector


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Nick Aldridge's introductory workshop from WCVA conference 2007

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Internet and Third Sector

  1. 2. Overview 1. The Web 2. How are charities responding? 3. Developing an internet strategy
  2. 3. The web in (approximate) numbers <ul><li>(200,000 Labour Party members) </li></ul><ul><li>(2,000,000 Amnesty Int’l members) </li></ul><ul><li>18,000,000 users </li></ul><ul><li>£100,000,000+ UK online giving </li></ul><ul><li>200,000,000 MySpace accounts </li></ul><ul><li>1,000,000,000 internet users </li></ul>
  3. 4. How the web is changing interaction <ul><li>Scalable collaboration and innovation </li></ul><ul><li>Lower transaction costs </li></ul><ul><li>Lower barriers to entry </li></ul><ul><li>Accessibility (61% households) </li></ul><ul><li>Many-to-many connections (through networks) </li></ul><ul><li>Real time publishing (e.g. the blog) </li></ul>Time Impact
  4. 5. The evolution of charity responses <ul><li>1990: “We probably ought to have a web page.” </li></ul><ul><li>1995: “It would be much cheaper to email our newsletter.” </li></ul><ul><li>2000: “We really need to build a better website.” </li></ul><ul><li>2005: “We should offer online giving.” </li></ul><ul><li>2007: “We could build an online community for our supporters.” </li></ul>
  5. 6. A clear rationale – Shelter <ul><li> </li></ul><ul><li>Donors “buy plots in Shelter’s virtual city” </li></ul><ul><li>Prices range from £5 for a garden allotment to £1,000 for a skyscraper </li></ul><ul><li>Essentially a donor recognition system </li></ul><ul><li>As yet, no interaction </li></ul><ul><li>(not designed for visiting?) </li></ul>
  6. 7. Making a statement - World Development Movement <ul><li> </li></ul><ul><li>Peter Taylor, Web Officer at WDM: </li></ul><ul><li>“ Millions of people are now spending more and more of their time in Second Life... </li></ul><ul><li>“ We are here to remind them that they can’t escape the problems of the real world.” </li></ul>NB Second Life has 1.6m current users In 2003, Lineage (fantasy game) had over 3m
  7. 8. Reaching service users - NSPCC <ul><li> </li></ul><ul><li>Childline Zen Garden at the Habbo Hotel </li></ul><ul><li>Visitors show support for the NSPCC’s “Don’t Hide It” Campaign </li></ul><ul><li>Rebecca says: </li></ul><ul><li>“ There’s no peer pressure to look “older” or “cool” since we’re all 2-inch pixelated characters.” </li></ul>
  8. 9. Cause-related search – Fresh Start Foundation <ul><li>Fresh Start Foundation supports orphans and other vulnerable children in The Gambia, West Africa </li></ul><ul><li>As well as the 1,300 people at the college, they have 82 supporters using everyclick. </li></ul><ul><li>So far, they have raised more than £900 (CHK) using the search engine. </li></ul>
  9. 10. Involving service users – West Berkshire Mencap <ul><li>Is developing an accredited training course in online auctions </li></ul><ul><li>Clients are selling items on eBay for the charity </li></ul><ul><li>Through the eBay for Charity programme, eBay waives fees </li></ul>
  10. 11. Developing an internet strategy <ul><li>There’s no point in having a standalone strategy: </li></ul><ul><ul><li>integrate with your campaigns and services </li></ul></ul><ul><ul><li>secure senior level buy-in </li></ul></ul><ul><li>Presence is important </li></ul><ul><ul><li>Make sure your website looks professional and up to date </li></ul></ul><ul><ul><li>Post free information to cater for “google researchers” </li></ul></ul>
  11. 12. Developing a strategy for online communities <ul><li>Think about who you want to reach, and find out where they spend time </li></ul><ul><li>Give volunteers and service users a way of interacting </li></ul><ul><li>Listen and learn before you speak: </li></ul><ul><ul><li>Communities have unspoken norms as well as official rules </li></ul></ul><ul><ul><li>online experiments take place in public </li></ul></ul><ul><ul><li>don’t forget your (brand) values </li></ul></ul>
  12. 13. Over to you <ul><li>First thoughts: passing fads or lasting changes? </li></ul><ul><li>The story so far: </li></ul><ul><ul><li>what have you tried? </li></ul></ul><ul><ul><li>Has it worked? </li></ul></ul><ul><li>Next steps: what could you try online? </li></ul><ul><ul><li>Who do you need to reach and involve? </li></ul></ul><ul><ul><li>“ Where” would you do it? </li></ul></ul><ul><ul><li>How would you do it? </li></ul></ul>
  13. 14. Useful sites <ul><li>Presenters </li></ul><ul><li> </li></ul><ul><li> (eBay for Charity) </li></ul><ul><li>Learning </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Online communities </li></ul><ul><li> ; </li></ul><ul><li> ; </li></ul>
  14. 15. eBay for Charity: Register at <ul><li>eBay for Charity is a unique programme that helps charities get the most from the eBay marketplace, by </li></ul><ul><ul><li>giving over 15 million users a secure and efficient way of donating a percentage of their sales to charity. </li></ul></ul><ul><ul><li>helping charities of all sizes to raise funds by trading in the eBay marketplace. </li></ul></ul><ul><li>The programme is managed by in partnership with MissionFish UK, a registered charity </li></ul>