Fundchange and Koodonation Workshop Slides - Nov 23, 2011
Social Media, Crowdfunding &MicrvolunteeringPaul Dombowsky – Claire Kerr – Jennifer Robertson
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
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
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
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.
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.
Canadians & Social Media50% of Canadians maintain at least one social networking proﬁle. 62% of online Canadians aged 35 to 54 have a social proﬁle.
Canadians & Social MediaWomen are more likely than men to visit social networking sites more than once a day.
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!
The introducKon of the Like BuVon increased referredtraﬃc to blogs by 50%?
Facebook: A top referrer to our donaKon pages. Yours?
Canadians & Social MediaNetworks showing rapid growth in Canada …. Twi6er – 19% LinkedIN – 14%
Canadians & Social MediaThe very latest : Google+ Pages for nonproﬁts
How are chari8es using social media?92% of the “Top 50” nonproﬁts inAmerica have at least one socialmedia presence on their homepage.
How are chari8es using social media?Most surveyed believe social media is an eﬀecKve channel.
Industrys aZtude towards social media Artudes are performance-‐based. The majority have accomplished a major goal using social media.
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.
A small channel The majority of nonproﬁts areraising $0 -‐ $1000 on Facebook. 80% raised $0 from YouTube, LinkedIn, Flickr.
“Five Facebook Giving Campaign Success Stories” Four of the ﬁve success stories were corporate sponsored!
PuZng It In Perspec8ve …. 100 7-‐10% 50 0 All Fundraising Online
PosiKve news ….Online acKvists are seven8mes more likely todonate, compared withsupporters who did notpreviously take an onlineacKon for a cause.
PosiKve news ….Online donaKon is thefastest growing givingchannel.Direct mail = $1.25Online donor = $0.07
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
Chari8es Deploy Social Media Two Ways External Internal
Third Party FundraisersGroups IndividualsExternally
External use of social media Supporters sharing your cause
Don’t confuse tools with strategies Needs more widgets!
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?
Create Consistent C PrioriKzaKon of programs & o Avoid geZng distracted by sh Follow a planned editorial cale
Use your email networks Average charity has 1000 email addresses for every 110 Facebook fans…
Maintain realis8c expecta8ons 15% Social media is a very small but growing channel How much 8me can you reasonably aﬀord to spend? www.socialnetworkcalculator.com The only benchmark that really maVers is YOURS.
INTEGRATION AND CROWDFUNDING The power of oﬄine communica8on for an online campaign
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
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
WHAT WE’LL COVEROnline aspect of crowdfundingOﬄine communicaKons and crowdfundingHow to bring it all togetherQ and A
Online crowdfunding appears to be driven by social media and a strong online presence $$$ 11-‐11-‐24 proprietary and conﬁdenKal 80
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
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
Online As part of the social media mix, crowdfunding compliments other fundraising techniques11-‐11-‐24 proprietary and conﬁdenKal 83
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
Online People visit the crowdfunding site to vote, donate, and spread the word to their social networks.11-‐11-‐24 proprietary and conﬁdenKal 85
Oﬄine Oﬄine communicaKon plays a criKcal role in the campaign’s success11-‐11-‐24 proprietary and conﬁdenKal 86
Solicita8on Channel Appropriateness11 11 2 proprietary and conﬁdenKal 88
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
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
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
Oﬄine & Local Funders Local funders are those people who have an established relaKonship with the organizaKon.11-‐11-‐24 proprietary and conﬁdenKal 92
• 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
You need to integrate!11-‐11-‐24 proprietary and conﬁdenKal 94
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
Integra8on and Crowdfunding How can you integrate your crowdfunding campaign? What are your thoughts?11-‐11-‐24 proprietary and conﬁdenKal 96
Recommenda8ons11-‐11-‐24 proprietary and conﬁdenKal 97
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
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
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
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
What is Koodonation?Canada’s first, entirely online microvolunteeringcommunity.An online hub that connects not-for-profitorganizations with volunteers.Volunteering for the online generation.
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.
How it works. Individuals join Non-profits post online Koodonation as challenges on microvolunteers. koodonation.com koodonation.com matches the skills and interests of the microvolunteers to the needs of the non-profits.
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.
How it works.Once a challenge is up, thecommunity takes over andposts answers to helpsolve the challenge.
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.
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’!
How it works. Microvolunteers LOVE getting feedback from the non-profits who post the challenges. And it helps to keep the conversation going!
How it works. And once a challenge closes, don’t forget to thank your microvolunteers!
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.
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
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
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
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
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
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
Examples: Crowdrise (US only) Post Promote Share Fund Report 14
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
Fundchange 9 Month Report Cart38 projects posted$37,816 in project funding from 147 fundersTELUS matching $30,000$67,816 Total Impact 16
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
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
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
Thank you – Questions?Paul Dombowsky | 613.878.1681 | firstname.lastname@example.org