The document discusses how charities can use Web 2.0 tools like blogs, social media, YouTube, and microgiving sites to engage supporters and raise funds, highlighting key differences between Web 1.0 static websites and Web 2.0's emphasis on interaction, user-generated content, and building online communities. It provides tips for using various Web 2.0 tools and debunks common myths about Web 2.0, encouraging charities to adopt these new methods gradually at their own pace.

1. Philanthropy 2.0
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2. What We’ll Cover
• Web 1.0 & Web 2.0
• Web 2.0 Tools
o Blogs
o Social Networking
o Flickr
o YouTube
o Giving Pages
• Case Study: Apathy is Boring
• Debunking Web 2.0 Myths
• Keep in Mind

3. Web 1.0 and Web 2.0

4. Web 1.0
• The ability to disseminate information
electronically: to display and promote an
organization, person, or idea on the
internet
• To be good at Web 1.0, your website has to
have good design and content
• Web 1.0 facilitates one-way transactions
• Examples:
• traditional websites, Donate Now buttons,
email newsletters, banner ads, etc.

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8. Web 1.0 Tips
• Solid and intuitive website design
• Website usability
• Short and simple messaging
• Compelling stories and e-
newsletters
• Fresh and up-to-date information

9. Web 2.0
• Richer user experience
• interaction, engagement,
conversation, collaboration,
connections
• Encourages & allows for two-way
communication
• users now being talked WITH
instead of AT
• User-generated content

10. The Connections & Impact
Communicates in
multiple ways
CHARITY
DONOR
NETWORK
DONOR
More donors align to cause; Initiates a campaign
more funds raised

11. The Difference Between Web 1.0 & Web 2.0
Few Many
Many Many
Web 1.0 was about publishing and transactions.
Web 2.0 is about networks and community.

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13. Some Web 2.0 Tools

14. Social Media Tools
WordPress Delicious
• Free blogging service • Social bookmarking service
• Expansion features with fee • Let’s you find similar websites
Facebook Twitter
• Social networking website • Micro blogging service,
• Suite of features • 140 character limit
Second Life YouTube
• Online virtual world • Video sharing website
• Explore using avatar • Free to upload and share
Flickr Digg
• Photo sharing website • Social news website
• Can comment on photos • People vote on news articles

15. Blogs
• Online journals
• Keeps your message fresh and your content personal
• Supports feedback and interaction

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17. Blogging Tips
• The best blogs create a sense of
community and commitment to
a cause
• Use your blog to tell your
charity’s story
• Make it personal
• Reply to comments you receive
– listen and learn!

18. Social Networking
• The practice of expanding
one’s network by making
connections through
individuals.
• Allows members to interact,
discuss, share quickly & easily
• Powerful force for advocacy
and fundraising
• Concept of networking is
nothing new – it’s just now
done online!

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22. Social Networking Tips
• Start with one tool at a time
• Be find-able!
• Remember it’s a conversation
– listening is just as important
as talking
• Engage, encourage, empower
• Present opportunities to take
action

23. Flickr
• Image hosting website
and online community
platform
• Place to manage your
charity’s photos
• Give your cause visual
appeal
• Keeps your content fresh

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25. Flickr Tips
• Encourage people to take
photos
• Tag and title strategically
• Interact with users
• Make use of the tools on Flickr
• Create a group for your specific
event or contest

26. YouTube/Online Video Sharing
• Provides a platform for content
and community
• Media outlet + social networking
site
• YouTube stats:
• User base spans all geographies
with age range from 18 to 55
years
• 51% of users visit weekly
• Over 300 million users worldwide

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28. www.youtube.com/canadahelps
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29. www.vimeo.com/canadahelps
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30. YouTube Tips
• You don’t have to be Martin Scorsese
• Check out www.animoto.com to
create compelling video quickly and
easily!
• Keep it short and sweet
• Share your video: embed into your
website/blog, email the unique URL to
supporters and friends
• Connect with your viewers. Ask for
feedback!

31. GivingPages
• Micro-giving sites
• Allows individuals to raise funds
for their charity or charities of
choice
• Allows charities to create a
unique space to highlight specific
fundraising campaigns (i.e.
pledge events)
• Anyone can create and manage
one

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34. GivingPages Tips
• Give your donors specific ideas, i.e.
wedding registry, birthdays,
host/hostess gifts, in memoriam
• Highlight a specific project or campaign
your charity is running; and talk about
IMPACT
• Run a fundraising contest through
GivingPages
• Share the unique URL with your
network of supporters in all your
communications, e.g., email signature

35. The CanadaHelps Great Canadian Giving Challenge is a 4-week long
competition that gets Canadians to use the power of social
networking to help their favourite charity. Joining the challenge is
easy.
Participants set up a CanadaHelps GivingPage between November
23rd and December 20th to raise funds for any Canadian charity.
Using their existing contacts, friends and social media networks,
participants promote their GivingPage and raise funds online.
The top fundraisers not only raise much needed donations for their
favourite cause but can win up to an additional $5,000 for their
charity.

36. Case Study:

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43. Debunking Web 2.0 Myths

44. “It’s expensive.”
• Basic accounts are free and really all you need!
• Free blog tools:
www.blogger.com www.wordpress.com

45. “It’s only for young people.”
• “Young” is a relative term
• Almost everyone can get online!

46. “It’s hard to do.”
• It’s just a matter of time and practice.
• These tools are designed to be user-friendly!

47. “It’s only a fad.”
• Some tools may be a fad, but the concept behind Web 2.0 is not
• Social networking and engaging your donor base will never go out
of style!

48. “I need to do it because
everyone else is.”
• Focus on Web 1.0 first
• Walk before you run

49. “I will lose all control.”
• Be prepared to give up some control
• Create solid messaging and trust it!

50. Keep in Mind…

51. It’s not as complicated
as it looks.
• Learning new things is always daunting at first

52. There are lots of people who
can help you.
• Get creative when asking for help
• Treat it as a staff learning opportunity

53. Go at your own pace.
• Do what works for you
• You don’t have to do it all

54. You’re still building
relationship and communities.
• Still building relationships with people
• Blend your offline and online communications

55. You don’t have to be good at
the technology.
• Just be good at telling your charity’s story

56. Your
turn