Fundchange and Koodonation Workshop Slides - Nov 23, 2011


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Slides from the Social Media, Crowdfunding and Microvolunteering Workshop held in Toronto on Nov 23, 2011.

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Fundchange and Koodonation Workshop Slides - Nov 23, 2011

  1. 1. Social Media, Crowdfunding &MicrvolunteeringPaul Dombowsky – Claire Kerr – Jennifer Robertson
  2. 2. Workshop OverviewTime: 8:30 to 10:30Speakers: Paul Dombowsky Founder and ceo of Ideavibes / Fundchange Claire Kerr – Artez InteracKve Cynthia Foster – HJC New Media Jennifer Robertson – Koodo / KoodonaKon 2
  3. 3. Perks1.  Free Fundchange Membership for a6ending organiza8ons2.  Mini Project Pitch Please submit your mini project pitch for an opportunity to win $400 to carry out the project. Make sure it Kes in social media and has some impact. The winning project is being funded by the crowd assembled in the 2 sessions here today and will be ‘voted’ on by our liVle organizing commiVee.3.  Door Prizes & Swag 3
  4. 4. Introduction One of Canada’s first crowdfunding sites for chariKes, non-­‐profits and arts groups to fund change in our communiKes -­‐ one project at a Kme. KoodonaKon is the first ever Canadian online microvolunteering community. KoodonaKon has been launched and operates as a charitable, not-­‐for-­‐profit iniKaKve by Koodo Mobile 9
  5. 5. Social Media Claire Kerr Artez InteracKve 5
  6. 6. Social Media, Fundraising… and all that good stuff!
  7. 7. @sno^orprofit hVp://
  8. 8. Why engage in social media?  Your donors & supporters are there.  Your sponsors & media contacts use this tool.  An addiKonal channel for brand extension.  CompeKng organizaKons may acquire marketshare in your space.
  9. 9. Defini8ons: Whats social media?Facebook: The most popular social networkTwi6er: “Micro-­‐blogging” toolBlogging: Pla^orms like Wordpress, Tumblr, BloggerLinkedIN: Groups & pages for professionalsFoursquare: Geo-­‐locaKon toolYouTube: Canada is online videos largest market! Digital communicaKons tools to leverage the “real Kme” web.
  10. 10. Canadians & Social Media50% of Canadians maintain at least one social networking profile. 62% of online Canadians aged 35 to 54 have a social profile.
  11. 11. Canadians & Social MediaWomen are more likely than men to visit social networking sites more than once a day.
  12. 12. Canadians & Social Media 86% of Canadian social networkers are on Facebook! Did You Know… Of the over 500 million people on Facebook, more than 250 million access it through a mobile device!
  13. 13. The introducKon of the Like BuVon increased referredtraffic to blogs by 50%?
  14. 14. Facebook: A top referrer to our donaKon pages. Yours?
  15. 15. Canadians & Social MediaNetworks showing rapid growth in Canada …. Twi6er – 19% LinkedIN – 14%
  16. 16. Canadians & Social MediaThe very latest : Google+ Pages for nonprofits
  17. 17. How are chari8es using social media?92% of the “Top 50” nonprofits inAmerica have at least one socialmedia presence on their homepage.
  18. 18. How are chari8es using social media?Most surveyed believe social media is an effecKve channel.
  19. 19. Industrys aZtude towards social media Artudes are performance-­‐based. The majority have accomplished a major goal using social media.
  20. 20. Social Media & Fundraising Myths ...
  21. 21. Social Media & Fundraising Reality ... 70% of charities raising over $100k have budgets of $5 million or more. Only 0.4% of organizations raised over $100k through Facebook.
  22. 22. A small channel The majority of nonprofits areraising $0 -­‐ $1000 on Facebook. 80% raised $0 from YouTube, LinkedIn, Flickr.
  23. 23. “Five Facebook Giving Campaign Success Stories” Four of the five success stories were corporate sponsored!
  24. 24. PuZng It In Perspec8ve …. 100 7-­‐10% 50 0 All Fundraising Online
  25. 25. PosiKve news ….Online acKvists are seven8mes more likely todonate, compared withsupporters who did notpreviously take an onlineacKon for a cause.
  26. 26. PosiKve news ….Online donaKon is thefastest growing givingchannel.Direct mail = $1.25Online donor = $0.07
  27. 27. How are nonprofits raising cash through social media?  Individual donaKons directly through the web site  Lump sum at intervals through a 3rd party web site  Gius through 3rd party applica8on (mobio/twitpay)  SMS text-­‐to-­‐give (cell carriers) deposit  Group/event fundraiser proceeds  Corporate sponsor gib match donaKon
  28. 28. Chari8es Deploy Social Media Two Ways External Internal
  29. 29. Third Party FundraisersGroups IndividualsExternally
  30. 30. External use of social media Supporters sharing your cause
  31. 31. Partner Sponsored CampaignsCorpora8ons Celebri8esExternally
  32. 32. For every X we will Y up to Z ● 
  33. 33. Internal Use of Social Media
  34. 34. Integrate ExisKng CampaignsInternally
  35. 35. IntegraKon with offline eventsInternally
  36. 36. ParKcipants using social media in fundraising events raise more money on average than parKcipants that do not. 40% more
  37. 37. Wondering about geZng started?
  38. 38. Good metrics… Which acKons happen from traffic referred by which channels?And digitaladverKsing?
  39. 39. Make conversion your goal 3% to 6%
  40. 40. Don’t confuse tools with strategies Needs more widgets!
  41. 41. Understanding the difference between tools and strategies  Widget should drive not kill conversion!  A mulK-­‐channel approach is the strongest  is a tool ... Your strategy is knowing whatyou are going to do with it.Wrong ques8on: What souware should I use?Right ques8on: What goal am I accomplishing?
  42. 42. Create Consistent C  PrioriKzaKon of programs & o  Avoid geZng distracted by sh  Follow a planned editorial cale
  43. 43. Use your email networks Average charity has 1000 email addresses for every 110 Facebook fans…
  44. 44. Drive conversion to acKon
  45. 45. Take advantage of offline events
  46. 46. Maintain realis8c expecta8ons 15%  Social media is a very small but growing channel  How much 8me can you reasonably afford to spend?  The only benchmark that really maVers is YOURS.
  47. 47. What’s Trending?
  48. 48. Mobile AwarenessSmartphones sales now surpass computer sales globally. HUGE!
  49. 49. The hidden mobile channel? Your supporters are reading your appeals on their mobile devices. They’ve been doing it for a while now…
  50. 50. Online Video
  51. 51. Partnership Experiments
  52. 52. GamificaKon
  53. 53. Leveraged SEO & Ad Spend
  54. 54. … of 2011’s total ad10.8% spend will focus on social networking sites.
  55. 55. Social media means … Everyone is now a spokesperson for your organizaKon.
  56. 56. Build a social media
  57. 57. One size doesn’t fit all
  58. 58. @sno^orprofit hVp://
  59. 59. Fundraising Cynthia Foster Artez InteracKve 96
  60. 60. INTEGRATION AND CROWDFUNDING The power of offline communica8on for an online campaign
  61. 61. Your Speaker Cynthia Foster Hons. BA from UWO; Grad of the Fundraising and Volunteer Management program at Humber Work: consultant at hjc, specialize in copywriKng for online communicaKon Worked closely with Paul at Fundchange, researching crowdfunding, doing online communicaKon and community building11-­‐11-­‐24 proprietary and confidenKal 77
  62. 62. What’s there to love about crowdfunding? •  ability to really engage donors •  draw them in, give them a sense of ownership over projects11-­‐11-­‐24 proprietary and confidenKal 78
  63. 63. WHAT WE’LL COVEROnline aspect of crowdfundingOffline communicaKons and crowdfundingHow to bring it all togetherQ and A
  64. 64. Online   crowdfunding  appears  to  be  driven  by   social  media  and  a  strong  online  presence     $$$  11-­‐11-­‐24   proprietary  and  confidenKal   80  
  65. 65. Online A lot of the campaign will be done online, auer all, the crowdfunding pla^orm is hosted online11-­‐11-­‐24 proprietary and confidenKal 81
  66. 66. Online Communica8on Most appeals for the campaign will be made through: • email • Social media Your blog should be used to keep people updated and informed11-­‐11-­‐24 proprietary and confidenKal 82
  67. 67. Online As part of the social media mix, crowdfunding compliments other fundraising techniques11-­‐11-­‐24 proprietary and confidenKal 83
  68. 68. Don’t forget to... • Use your eNewsleVer to promote the campaign • AVach a link and short appeal to your email signature • Have a youtube or vimeo channel, use it to give short updates or make an appeal11-­‐11-­‐24 proprietary and confidenKal 84
  69. 69. Online People visit the crowdfunding site to vote, donate, and spread the word to their social networks.11-­‐11-­‐24 proprietary and confidenKal 85
  70. 70. Offline Offline communicaKon plays a criKcal role in the campaign’s success11-­‐11-­‐24 proprietary and confidenKal 86
  72. 72. Solicita8on Channel Appropriateness11 11 2 proprietary and confidenKal 88
  73. 73. Really? donors just are not interested in donaKng via social media Less than 2.5% report having made a donaKon via a social network11-­‐11-­‐24 proprietary and confidenKal 89
  74. 74. But... the majority of Gen Y and Gen X donors thought that having a friend ask them to donate via a Facebook post, tweet or other social network was an acceptable and appropriate way to raise money.11-­‐11-­‐24 proprietary and confidenKal 90
  75. 75. Offline A study on the Geography of Crowdfunding* reveals that the first round of funding almost always comes from local funders *Agrawal, Ajay, ChrisKan Catalini, Avi Goldfarb. The Geography of Crowdfunding. University of Toronto. January 6, 2010.11-­‐11-­‐24 proprietary and confidenKal 91
  76. 76. Offline & Local Funders Local funders are those people who have an established relaKonship with the organizaKon.11-­‐11-­‐24 proprietary and confidenKal 92
  77. 77. •  The internet does remove geographic boundaries but •  cannot rely on online communicaKon as the sole driver of your crowdfunding campaign11-­‐11-­‐24 proprietary and confidenKal 93
  78. 78. You need to integrate!11-­‐11-­‐24 proprietary and confidenKal 94
  79. 79. What exactly is integra8on? The use of mulKple channels such as: –  Online –  Mail –  Telephone –  Mobile to support one another11-­‐11-­‐24 proprietary and confidenKal 95
  80. 80. Integra8on and Crowdfunding How can you integrate your crowdfunding campaign? What are your thoughts?11-­‐11-­‐24 proprietary and confidenKal 96
  81. 81. Recommenda8ons11-­‐11-­‐24 proprietary and confidenKal 97
  82. 82. FACE TO FACEWhenever possible/appropriate, ask people inperson to get on board with the campaign• Board member• Volunteers• Staff• Friends• Family• Clients, if appropriate• Engaged Donors
  83. 83. Offline •  Promote the project in NewsleVers •  Start conversa8ons: Call donors, volunteers, or any one you think would be really interested in championing this project •  If someone makes a big giu to the project, send a personal thank you – you have access to donor’s informaKon through Fundchange11-­‐11-­‐24 proprietary and confidenKal 99
  84. 84. Online •  Use all social media channels •  Facebook •  TwiVer •  Vimeo/youtube •  Photo blogs •  Blog •  Email appeals and on email signature (encourage others!) •  Share funcKons and encouragement •  eNewsleVer •  Anywhere you have a presence, use it.11-­‐11-­‐24 proprietary and confidenKal 100
  85. 85. Concluding Remarks 1. Create a plan that uses cross channel communicaKon 2. Engage current supporters to champion the project 3. Encourage people to talk about the project! 4. Keep people interested and engaged by updaKng blogs and giving informaKon. Don’t always ask for money.11-­‐11-­‐24 proprietary and confidenKal 101
  86. 86. Contact Web: TwiVer: Facebook: hjc11-­‐11-­‐24 proprietary and confidenKal 102
  87. 87. Koodonation Jennifer Robertson Koodo 7
  88. 88. Koodonation TM
  89. 89. What is Koodonation?Canada’s first, entirely online microvolunteeringcommunity.An online hub that connects not-for-profitorganizations with volunteers.Volunteering for the online generation.
  90. 90. What is microvolunteering?ConvenientIt’s volunteerism that fits into the individual’s schedule when they have free time. And it’s alldone online so individuals can also volunteer from anywhere – even their couch!Bite-sizedTasks are broken into small-ish pieces, so they’re quick and easy to solve.CrowdsourcedAnyone and everyone can help. And when it comes to coming up with ideas to help non-profits, a crowd of heads is better than one!Network-managedThe time demands of the manager (e.g. a nonprofit staffer) are minimized by distributing asmuch of the project management as possible to the network of microvolunteers. And asmicrovolunteers post all of their ideas and responses, the community provides added value inrating the responses and helping non-profits decide which solutions are best.
  91. 91. How it works. Individuals join Non-profits post online Koodonation as challenges on microvolunteers. matches the skills and interests of the microvolunteers to the needs of the non-profits.
  92. 92. What makes a goodchallenge?
  93. 93. What’s in it for… … not-for-profit organizations? … for volunteers? - A low-maintenance way to get work done by a huge pool of talented -  Makes it easy for busy people to fit volunteers; including creative design, helping others into their schedule. website review, new product brainstorms, feedback on your -  Is an entirely online form of website, media relations strategies, volunteering that allows volunteers to and so much more. lend their skills whenever and wherever they have time. -  A unique opportunity to save money -  Makes volunteering simple with no by getting work done for free. requirements for travel. -  A way to raise awareness of your -  Offers volunteers a way to contribute cause with many new supporters. in areas that are of most interest to them. - Convenient and simple to use.
  94. 94. Getting started 110
  95. 95. Getting started. Step 1 Create an account. Step 2 Post a challenge. Step 3 Collect your results.
  96. 96. How it works 112
  97. 97. How it works.Once a challenge is up, thecommunity takes over andposts answers to helpsolve the challenge.
  98. 98. How it works. •  Microvolunteers are free to get involved in any cause that they care about, and respond to any challenges that interest them and match their skills. •  And they can do it any time, on their own time, with no set timing commitments.
  99. 99. How it works. The responses are posted on the wall of each challenge for all to see and collaborate on. •  Anyone who feels a micro- volunteer gave a really good answer can give that person a ‘Thumbs up’!
  100. 100. How it works. Microvolunteers LOVE getting feedback from the non-profits who post the challenges. And it helps to keep the conversation going!
  101. 101. How it works. And once a challenge closes, don’t forget to thank your microvolunteers!
  102. 102. Where we stand,a month after our official launch. Over 1700 microvolunteers More than 69 stories on have already registered on Koodonation have the site, and the number Over 69 non-profits appeared in various grows everyday! are members of the media, totalling just over community. 20 million impressions! •  37 online stories More than 225 answers have been posted by the •  12 blog mentions microvolunteers to answer •  9 radio station stories various challenges. •  7 stories in print •  4 on TV channels Durham College (UOIT), who won the Koodonation Challenge October 13th, has over 600 microvolunteers on its team.
  103. 103. Webinar
  104. 104. Crowdfunding - What do you need?• A crowd• Business challenge / problem / quesKon you want answered – ideas• A process and tool for engagement• Trust and commitment in your crowd to take acKon• Key performance indicators – what does success look like?• Proof of acKon – your crowd wants to see what happened 8
  105. 105. Donor Generations Millennials  (born  ’91  and  auer)    -­‐  ?   Gen  Y  (born  ’81-­‐’91)  –  Average  DonaKon  $325   Gen  X  (born  ’65-­‐’80)  –  Average  DonaKon  $549   Boomers  (born  ’46-­‐’64)  –  Average  DonaKon  $725   Civics  (born  ’45  or  earlier)  –  Average  DonaKon  $833   9  
  106. 106. Where Donors are Giving Social Network Site SMS Third Party Vendor Phone In Lieu of Giu Monthly Debit Mailed Giu Online via Website Charity Giu Shop Tribute Giu Fundraising Event Checkout DonaKon 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 10
  107. 107. Online Giving “Fundraising Trends and Challenges in the Canadian Direct MarkeKng Sector”-­‐ a research paper from 2009 by Cornerstone Group of Companies shows: •  Donors who make their first giu to an organizaKon online as opposed to via direct mail have a much higher average giu $73 vs. $30 •  There are now more than 4 Kmes the number of new donors, per organizaKon, from online iniKaKves than 5 years ago (9M to 40M).” 11
  108. 108. Who is your crowd? The crowd you know The crowd you don’t know Donors Donors’ Network Prospects Prospects’ Network Event AVendees Event AVendees’ Network Mailing Lists Mailing List’s Network Social Media Makes the Connection 12
  109. 109. Projects or Doable Asks •  Easier for most people to wrap their head around a smaller project as opposed to a ‘cure’ or a ‘hospital wing’ •  Examples: •  Piece of medical equipment •  Stream revitalizaKon •  EducaKon program •  Conference aVendance •  Sports equipment for a couple kids 13
  110. 110. Examples: Crowdrise (US only) Post Promote Share Fund Report 14
  111. 111. Examples: Fundchange Post Promote Share Search/Filter Fund Receipt Report Costs: $99 + hst to join includes 2 posKngs 3.9% processing fee Free Today 15
  112. 112. Fundchange 9 Month Report Cart38 projects posted$37,816 in project funding from 147 fundersTELUS matching $30,000$67,816 Total Impact 16
  113. 113. Benefits & Challenges• It’s social – the crowd promotes projects it likes • It’s social – the crowd won’t promote projects that aren’t shareable• Success comes to those that acKvely build a crowd • A challenge for organizaKons new to social media• It’s the free market at work • It’s the free market at work• Build sKckiness to the project • Need to pay aVenKon to write-­‐up to inspire funders 17
  114. 114. Integrating Crowdfunding into Your OrganizationThings to keep in mind:•  Crowdfunding success comes quickest to organizaKons that are social – media-­‐aware and engaged. If your organizaKon is not yet social media-­‐ enabled, it will take Kme and human and financial resources to do so.•  Because your efforts are only as good as the crowd you are able to mobilize to your cause, it makes sense that your organizaKon strategically manages and promotes its brand online.•  Make sure your target audience is online and will give online•  If you opt to post your projects on established crowdfunding sites, do your homework – be careful of the company you keep. 18
  115. 115. Resoruces•  Donor stats, etc. came from “The Next GeneraKon of Canadian Giving” – Nov. 2010 – by Vinay Bhagat, et al•  “The Wisdom of Crowds” – book by James Surowiecki•  “Crowdsourcing” – book by Jeff Howe•  “Fundraising Trends and Challenges in the Canadian Direct MarkeKng Sector”, a research paper released in 2009 by Cornerstone Group of Companies 19
  116. 116. Thank you – Questions?Paul Dombowsky | 613.878.1681 |