Presentation on Digital philanthropy at the AMA conference July 2014

1. PRESENTED BY @andyhamflett
Digital philanthropy
AMA Conference
July 2014
AAM.

2. context

3. social sector charities lead the way
@Aam_associates @andyhamflett @maryjaneedwards #amaconf
Annual UK arts
fundraising from
individuals =
£372m
The same as
Cancer Research UK

4. You are charities, too!
@Aam_associates @andyhamflett @maryjaneedwards #amaconf
“The arts still needs to shout louder about its charitable status – and not
just its education and outreach programmes. The LPO has been a
registered charity since the 1960s but only a handful of people would
bracket us alongside the big causes in the third sector.
“The louder we can shout about the added value of our work the better,
but we also need donors to understand that an education project is
meaningless unless it is backed by a world class arts offer on the
platform, in the gallery or museum, or on the stage.”
Nick Jackman, Development Director
London Philharmonic Orchestra

5. Crisis of confidence?
@Aam_associates @andyhamflett @maryjaneedwards #amaconf
Only 25% of arts organisations feel confident that
their Case for Support is working well in engaging
prospective donors
Where and when do arts organisations ask
individuals for money?
And how can digital fundraising help?

6. Session Overview
@Aam_associates @andyhamflett @maryjaneedwards #amaconf
Grounding
• The digital landscape
• Giving and philanthropy
• Digital giving
Some principles
• Why things work
• Keeping up with the curve
Examples
• Community-led examples
• Tech-led examples
• Arts examples
Digital mindset
• Where is the ask?
• More than just digital
giving

7. Grounding

8. Mobile use
@Aam_associates @andyhamflett @maryjaneedwards #amaconf
92% 71% 45% 70%
Of UK adults have a
mobile phone
Of UK phone users
have a smart phone
Of UK adults own a
tablet
Of people enable
push notifications
We are becoming an ‘always on’ society

9. Mobile in-app spending
Mobile commerce
@Aam_associates @andyhamflett @maryjaneedwards #amaconf
Mobile in-app spendng globally will move from $3.5bn in
2013 to $16.9bn by 2018
Payment apps
The Starbucks loyalty and payment app has over 50m
users, with over 10m transactions a week
Advertising spend
Mobile ad spend in the UK is predicted to double this year
to nearly £2bn
Mobile Monthly purchases
32% of UK consumers make a monthly purchase on
their phone
The fight for screen space is intensifying

10. UK giving - an introduction
@Aam_associates @andyhamflett @maryjaneedwards #amaconf
Stats Motivation
o Over half of the UK population donate
monthly
o The UK is currently 2nd in the global
giving league
o Only 6% give £1,000 or more a year
o Older people generally give more, but
young people are catching up
o Awareness of need
o Solicitation
o Low cost (tax breaks)
o Altruistic tendencies
o Enhance reputation
o Psychological benefits
o Put personal values into practice
o Belief that the donation will achieve
desired effect
The uk is a generous nation, and there is good understanding of donor motivation

11. Digital giving
@Aam_associates @andyhamflett @maryjaneedwards #amaconf
86% 15% 40% 15%
Of UK charities
accept online
donations
Of all donations
come via online
channels
say online giving is,
or will be their
main way of
donating to a cause
Of UK adults share
the donations they
make on social
media
Digital giving is on the rise… but it is still relatively early days

12. Digital giving examples

13. Community-led examples
@Aam_associates @andyhamflett @maryjaneedwards #amaconf

14. Tech-led examples
@Aam_associates @andyhamflett @maryjaneedwards #amaconf

15. Arts examples
@Aam_associates @andyhamflett @maryjaneedwards #amaconf

16. Digital giving principles

17. #1 relationships
@Aam_associates @andyhamflett @maryjaneedwards #amaconf
“It’s exciting to feel
like you’re a part of
something.”
Donors feel invested in the process

18. #2 Emotion
@Aam_associates @andyhamflett @maryjaneedwards #amaconf
Requested $5,000. Received $703,168
Donors feel emotion

19. #3 Social
@Aam_associates @andyhamflett @maryjaneedwards #amaconf
Donors share on social networks

20. #4 Specificity
@Aam_associates @andyhamflett @maryjaneedwards #amaconf
Donors feel confident

21. The multi-platform effect
@Aam_associates @andyhamflett @maryjaneedwards #amaconf
“Everybody feels behind the curve.”

22. A digital mindset

23. Where is the ask?
@Aam_associates @andyhamflett @maryjaneedwards #amaconf
E-mail
Apps
Info
screen
Café
WebsitE
Audio
guides
point
of sale
Gift
shop
games
Wifi
pings
Wear-
ables
Foot
fall

24. The future is here
@Aam_associates @andyhamflett @maryjaneedwards #amaconf
Kingsdale shopping centre is tracking how phones interact with wifi signals
At least a dozen uk shopping centres are using this technology

25. Arts & Tech incubators
@Aam_associates @andyhamflett @maryjaneedwards #amaconf

26. More than just digital giving
@Aam_associates @andyhamflett @maryjaneedwards #amaconf
In order to crack digital philanthropy you have to crack digital itself
The real debate
The sliding scale
Views vary in charities as to what ‘going digital’ means:
o Get the database sorted
o Hire a social media intern
o Make the website mobile-optimised
o Develop a digital strategy
o Assemble a digital innovation team
o Think digital first
o Think mobile first
Have a digital
mindset

27. THANKS for your tIME
AAM.
Get in touch!
www.aamassociates.com
andy@aamassociates.com
mary@aamassociates.com
@AAM_Associates
@andyhamflett
@MaryJaneEdwards
WEBSITE:
EMAIL:

28. Links 1
@Aam_associates @andyhamflett @maryjaneedwards #amaconf
• Individual giving in the arts:
http://artsandbusiness.bitc.org.uk/research/latest-private-investment-culture-survey-201112
• Charity Index
http://www.civilsociety.co.uk/finance/data/charity_index/content/15241/
more_ups_than_downs_charity_100_index
• Nick JackMan Quote:
http://www.institute-of-fundraising.org.uk/blog/what-are-the-challenges-in-arts-fundraising/?view-
poll7=true
• Confidence in the case for support:
http://culturehive.co.uk/resources/increasing-individual-giving-to-the-arts
• Mobile use: http://media.ofcom.org.uk/facts/;
http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/
cmr13/internet-web/uk-4.04;
http://www.kantarmedia.co.uk/news-views/our-latest-news/majority-of-under-45s-now-own-a-tablet-as-
it-becomes-the-go-to-portable-device-for-tv-catch-up,-youtube-and-gaming/;
http://www.dma.org.uk/mobilepush

29. Links 2
@Aam_associates @andyhamflett @maryjaneedwards #amaconf
• Mobile Commerce: http://www.juniperresearch.com/viewpressrelease.php?pr=421;
http://static.googleusercontent.com/media/www.google.com/en//intl/ALL_uk/think/multiscreen/pdf/
article-makeitwork.pdf;
http://www.mobilecommercedaily.com/starbucks-inches-in-on-5m-mobile-weekly-transactions;
http://online.wsj.com/articles/mobile-ad-spending-leaps-but-trails-user-growth-1405969018
• Uk Giving: https://www.cafonline.org/publications/2013-publications/world-giving-index-2013.aspx
• Digital Giving: https://www.blackbaud.co.uk/document.doc?id=294
• CommunittY-led examples: https://itunes.apple.com/us/app/helpbridge/id576543879?ls=1&mt=8;
https://www.kickstarter.com/projects/daveglass/lionel-richies-head-bestival-2013;
http://www.donorschoose.org
• Tech-Led examples: https://play.google.com/store/apps/details?id=com.omattos.alarmclock&hl=en_GB;
http://www.charitymiles.org; http://wethefeedies.com
• Arts Examples: http://www.patreon.com; http://tocyn.launchrock.com;
http://www.artfund.org/get-involved/art-happens
• Relationships: http://news.stlpublicradio.org/post/hot-dogs-and-socks-exploring-crowdfunding-st-louis;
http://www.thebigdig.org/about/;
• Emotion: https://www.indiegogo.com/projects/lets-give-karen-the-bus-monitor-h-klein-a-vacation--6

30. Links 3
@Aam_associates @andyhamflett @maryjaneedwards #amaconf
• Social: http://www.cancerresearchuk.org/support-us/find-an-event/charity-challenges/dryathlon
• Specificity: https://watsi.org
• Shopping centres: http://www.channel4.com/news/shopping-centre-wifi-tracking-spy-data
• Arts & Tech incubators: http://www.barbican.org.uk/fishisland/; http://newinc.org;
http://www.labs.bristolmuseums.org.uk; http://happenstanceproject.com ;
http://www.theaudienceagency.org