1. Katy Robinson
vInspired
@allthatkatydid
My key learnings from two sessions at The Good Agency
during Social Media Week, 13-17 February 2012
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2. Heuristic thinking
(The way we learn for ourselves)
Charlotte Beckett
The Good Agency
@londoncharlotte
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3. Six strands of heuristic thinking
1. Reciprocity: repaying gifts
2. Consistency: following through
3. Social proof: when in doubt, following the crowd
4. Liking: believing those you like
5. Authority: being part of the team, listening to experts
6. Scarcity: valuing what is rare
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4. The 1970s cookie (jar) experiment
• Consumers offered taste test of two brands of cookies
– (though actually the cookies were identical)
• Two separate cookie jars
– one offered from a jar with 10 cookies
– the other from a jar with only two
• Tasters registered a distinct preference for the “scarce”
cookie – those in the half full cookie jar (or is that half
empty?!) as opposed to those in the full cookie jar
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5. Cookies continued…
• This experiment can be used as an analogy - it’s the
psychological glue that binds
– Mad Men’s Don Draper (and his field of traditional advertising) and
– Facebook’s Mark Zuckerberg (and his social network)
• The cookies experiment validates the six strands of
heuristic thinking rather well, don’t you think?
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6. Crowdfunding
(Pooling money together on a project)
Gregory Vincent
Sponsume
@sponsume
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7. More heuristic thinking
• The Sponsume crowdfunding platform is open to
– creative and innovative projects and initiatives
– large and small
– in a wide variety of areas
• Once again, the six strands of heuristic thinking are
validated
• Human behaviour is getting interesting…
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8. Applying crowdfunding to our cause
• Crowdfunding isn't quite a donation
– though surely having your name credited on a film as a producer, or
receiving a gift as a response to your fiscal support is quite similar
to, say, Unicef’s Own a Colour Campaign
– www.ownacolour.com
• Benefit of crowdfunding platform
– Video pitch is much more compelling than a dull funding document
with pages and pages of Times New Roman size 10 font!
• The good news is
– we can Gift Aid it! (Woop!)
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9. Digital fundraising
(Tales of risks, mistakes, evolution)
Paull Young
charity:water
@paullyoung
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10. Successful fundraising through…
• Innovation
• Taking risks
• Being responsive
• Evolving
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11. Make mistakes and learn from them
• Take risks
– but don’t be afraid to put your hands up and admit when you’re
wrong
• The best thing about mistakes?
– we can learn from them
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12. Supporters
• They are more than just donors (here, here!)
– they give
– they raise
– they most importantly influence
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13. Supporters
Give
Influence Raise
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14. The good, the bad
• The good
– good news stories are great to share
– let’s celebrate success!
• The bad
– tearjerkers move people to give… once
– but this is not a sustainable income stream
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15. Think positive, think long
• Positivity is key to successful campaigns
– these campaigns can run and run
• "Fundraising" is much more exciting than "Donating“
– and has longevity
– also much more about a shared, sharing experience
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16. Is eyewitness news, news?
Adam Baker, Blottr
Stephen Sidlo, Demotix
Jason Mills, ITV News
Fergus Bell, The Associated Press
Lauren Wyper, The Good Agency
Charlotte Beckett, The Good Agency (Chair)
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17. Breaking news on Twitter
• It’s great to get news out their quickly, but what happens
when it’s not news – because it’s not true?
– General consensus – it’s more important to be a trusted news
source than to get their first with inaccurate information
• Individual journalists are more entertaining than big
corporates
– Plus you get content just as quick
• We can benefit from both
– citizen journalists
– career journalists
to bring us stories, contribute, hold politicians to account
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18. Influencers and tailoring
• Find your influencers
• Tailor your message for different audiences
– or even create different messages entirely
• Get your development officer's story in country
– not the story from your spokesperson back at head office
– news from your man “on the ground” is much more compelling
– social media can circumnavigate physical hurdles
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19. Engage with your volunteers
• Charities (can) build great engagement with their volunteers
– It's an emotional relationship, not necessarily (just) monetary
• Volunteers are supporters
– Don’t think of them as donors, they are your supporters
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20. www.vinspired.com
www.vinspired.org