Online Activism:
The Rise of Social Fundraising
Colin Habberton
SAIF Convention 2013
Glenburn Lodge, South Africa
Colin Habberton.
GivenGain Foundation.
@relatomics
colin@givengain.com
Social Fundraising
In 2008


3 million donors made a total of
6.5 million donations online



Donations for the campaign
totalled more than...
In 2012


4.4 million donors



Raised a total of $1.1 billion



The average donation - microdonations



Of that $69...
Estimates in:
2001 = $550 Million
2003 = $1.9 Billion
2005= $4.53 Billion
2006= $6.87 Billion
2007 = $10.44 Billion
2008 =...
July 2010 – July 2013

 Average online one-time donation in 2012 was $60
•

Average online monthly donation in 2012 was $...
Social Media 2013 Source: http://bitlyscience.github.io/geo_social/
Social Media 2013 Source: http://bitlyscience.github.io/geo_social/
Social Media 2013 Source: http://bitlyscience.github.io/geo_social/
Social Media 2013 Source: http://bitlyscience.github.io/geo_social/
 ‘Learning Age’?

 Social Networks
 Over 1 billion users
 700 billion minutes
 300,000 Volunteers
 70 Languages
 1 ...
Image (delete text).

The Web: The World We live in
Social Media: The Conversation Prism
'Cradle of Mankind‘
 54 Countries
 2nd largest continent
 2nd most populous
 Covers 20% of land area

 Over 1 billion...
AFRICA & ICT: The Present
AFRICA & ICT: The Potential
AFRICA: A Legacy of Activists…
Introduction
 Platform Overview
 Selected Clients
Case Studies
 The Cause

 The Corporate
 The Campaign
 The Competi...
Context: GivenGain Platform Functionality
GreenPop & The ‘Treevolution’
 30,000+ Trees planted in 3 years


Over USD 63,000 in 7 months

 Community upliftment
 ...
Cancer Association of South Africa
 Multiple campaigns throughout the year
 Cancer awareness & fundraising
Shavathon: Mu...
CHOC’s ‘Cows’

 Children’s Cancer Cause
 700+ Fundraising Activists
 Wear Cow suits in races
 2011, over USD 110,000 i...
IUCN
 IUCN Big Swim
 Endangered Dugongs
 4.25km across Lake Geneva
 Raised over USD 20,000 in 30 days
Key Success Fact...
CHOC Childhood Cancer Foundation SA

Activist campaign
 12 employees - Crown Worldwide Group
 Crown Kilimanjaro Climb fo...
Put Foot Foundation
 Annual Put Foot Rally

 58 crews, 8,000 km, 18 days
 Raised over USD 30,000 in 2011
 Raised over ...
Strategy

Execution

 The Power in People

 Integrated Campaigns

 Transparency of

 Audience Segmentation

Purpose
 ...
Online Activism:
The Rise of Social Fundraising
Colin Habberton
SAIF Convention 2013
Glenburn Lodge, South Africa
@relatom...
Online Activism: The Rise of Social Fundraising
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Online Activism: The Rise of Social Fundraising

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This presentation is an update review of the raising awareness and funds for nonprofits in the context of the digital age. Infographics and case studies from acitivity on GivenGain are presented to illustrate the points made.

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Online Activism: The Rise of Social Fundraising

  1. 1. Online Activism: The Rise of Social Fundraising Colin Habberton SAIF Convention 2013 Glenburn Lodge, South Africa
  2. 2. Colin Habberton. GivenGain Foundation. @relatomics colin@givengain.com
  3. 3. Social Fundraising
  4. 4. In 2008  3 million donors made a total of 6.5 million donations online  Donations for the campaign totalled more than $770 million  Of those 6.5 million donations, 6 million were $100 or less  The average online donation was $80  The average donor gave more than once The Hope Source: http://voices.washingtonpost.com/44/2008/11/obama-raised-half-a-billion-on.html
  5. 5. In 2012  4.4 million donors  Raised a total of $1.1 billion  The average donation - microdonations  Of that $690 million were donated online  https://contribute.barackobama.com raised $250 million from 4,276,463 online donations in 6 months The Hope Revisited Source: http://kylerush.net/blog/meet-the-obama-campaigns-250-million-fundraising-platform/
  6. 6. Estimates in: 2001 = $550 Million 2003 = $1.9 Billion 2005= $4.53 Billion 2006= $6.87 Billion 2007 = $10.44 Billion 2008 = $14.64 Billion 2009 = $15.48 Billion 2010 = $17.65 Billion 2011 = $20.29 Billion  US represents more than ½ the global online philanthropic market  Globally more than $40 billion in online donations and growing  Over ZAR 400 billion per year  New world - No boundaries, no limits Fundraising in the Digital Age Source: http://www.thinkadvisor.com/2013/06/24/online-donations-surged-in-2012
  7. 7. July 2010 – July 2013  Average online one-time donation in 2012 was $60 • Average online monthly donation in 2012 was $19 • One-time gifts accounted for 89% of online giving, while monthly gifts accounted for 11% • 33% of non-profit online revenue was sourced to email Fundraising in the Digital Age
  8. 8. Social Media 2013 Source: http://bitlyscience.github.io/geo_social/
  9. 9. Social Media 2013 Source: http://bitlyscience.github.io/geo_social/
  10. 10. Social Media 2013 Source: http://bitlyscience.github.io/geo_social/
  11. 11. Social Media 2013 Source: http://bitlyscience.github.io/geo_social/
  12. 12.  ‘Learning Age’?  Social Networks  Over 1 billion users  700 billion minutes  300,000 Volunteers  70 Languages  1 Functional Language  Sharing x 200+  ‘Followers’  ‘Friends’ The Learning Age
  13. 13. Image (delete text). The Web: The World We live in
  14. 14. Social Media: The Conversation Prism
  15. 15. 'Cradle of Mankind‘  54 Countries  2nd largest continent  2nd most populous  Covers 20% of land area  Over 1 billion people  15% of world population  Colonial history  Comprehensive diversity  Rising economic growth rate: 6% for 2013 AFRICA: The Final Frontier Source: http://en.wikipedia.org/wiki/Africa Source: http://www.bbc.co.uk/news/business-23267647
  16. 16. AFRICA & ICT: The Present
  17. 17. AFRICA & ICT: The Potential
  18. 18. AFRICA: A Legacy of Activists…
  19. 19. Introduction  Platform Overview  Selected Clients Case Studies  The Cause  The Corporate  The Campaign  The Competition  The Crazy Summary Insights Case Studies: Online Activism
  20. 20. Context: GivenGain Platform Functionality
  21. 21. GreenPop & The ‘Treevolution’  30,000+ Trees planted in 3 years  Over USD 63,000 in 7 months  Community upliftment  Certificates & co-ordinates  African expansion: Zambia Key Success Factors  Inspirational Creativity  Simple Message  Tangible Deliverables  Relevant & Real Impact Case Study: GreenPop
  22. 22. Cancer Association of South Africa  Multiple campaigns throughout the year  Cancer awareness & fundraising Shavathon: Multi-site/person events  4 Teachers raised USD 10,000 in 2012 Activist campaigns  Group of 6 friends raised USD 44,000 in 2013 Key Success Factors  Integrated campaign  Community engagement Micro-donation driven CaseStudy: Cancer Association of South Africa
  23. 23. CHOC’s ‘Cows’  Children’s Cancer Cause  700+ Fundraising Activists  Wear Cow suits in races  2011, over USD 110,000 in 100 days for the 94.7  2012, over USD 130,000 in 100 days for the 94.7 Key Success Factors  Community of Activists  Accessibility of the Cause  Supported administration  Wild & Wacky Cast Study: The Cows
  24. 24. IUCN  IUCN Big Swim  Endangered Dugongs  4.25km across Lake Geneva  Raised over USD 20,000 in 30 days Key Success Factors  Leveraging personal networks  Challenge for a good Cause  Executive level participation Cast Study: IUCN
  25. 25. CHOC Childhood Cancer Foundation SA Activist campaign  12 employees - Crown Worldwide Group  Crown Kilimanjaro Climb for CHOC  Raised over USD 30,000 in 6 months Key Success Factors  Leveraging global employee network  Personal, extreme but achievable goals  Multiple objectives: Wellness & CSR Cast Study: Crown Relocations & CHOC
  26. 26. Put Foot Foundation  Annual Put Foot Rally  58 crews, 8,000 km, 18 days  Raised over USD 30,000 in 2011  Raised over USD 58,000 in 2012  Raised over USD 112,000 in 2013 Key Success Factors  Fun & Adventure  Multi-media integration  Public promotion Cast Study: Put Foot Rally
  27. 27. Strategy Execution  The Power in People  Integrated Campaigns  Transparency of  Audience Segmentation Purpose  Mass Participation Events  Remarkable Creativity  Courage & Intention Insights: A summary  Multi-media Content  Dynamic, Direct Dialogue  Community Management
  28. 28. Online Activism: The Rise of Social Fundraising Colin Habberton SAIF Convention 2013 Glenburn Lodge, South Africa @relatomics colin@givengain.com

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