Slides used for Hospices Lotteries Associate (HLA) conference Sept 2011.. Delivered by Paul Fennemore www.viapoint.co.uk #Hospices #charties #HLA #viapointuk

1. Making Social Commerce Work for HLA Social commerce for charities Possibilites for HLA Paul Fennemore paul.fennemore@viapoint.co.uk www.viapoint.co.uk

3. Social Commerce Practices that work for Charities Based upon an Oxford Brookes University research project with the charity sector, 2010.

5. Corporate communications has been democratised It’s about the humanisation of business! Fundraisers Volunteers Benefactors Charity Donors Cause Related Marketing Trusts Lobbying & Awareness

6. Virality Celebrity bloggers Your Co. Community evangelists Social Mavens Corporate communications has been democratised It’s about the humanisation of business!

7. New Practices?

9. The past was about one to many and shouting the loudest

12. What are users doing?

13. Five steps in the donor decision making the process: Awareness that by an individual that another person needs help Interpretation of the situation in terms of needs and urgency 3) Recognition of their personal responsibility and why he /she is someone who should contribute 4) Implementation and taking action 5) Having access to a mechanism that enables a way of contributing in whatever manner the individual prefers And then acknowledgement/recognition Source: Guy and Patton (1988)

15. Inciting communities

16. Driving visitors to websites

17. Cause awareness and lobbying

18. Recruiting and supporting fundraisers

19. Co-ordinating events

20. Providing feedback/results

21. Thanking and acknowledging

22. Increasing donor life-time value /advocacy through engagement

23. Asking for donations when integrated with a campaign

24. Informing and sharing e.g. smartphone applicationsR.I.M.E.R Path Success Media Your Social To

25. A survey by the Center for the Digital Future at the University of Southern California’s (2010) found that: 89 percent of online community members are participating in social causes that are new to them since their involvement in online communities started, and 94 percent said the Internet helps them become more informed about social causes.

26. Is your website a signpost in the desert or a busy intersection? YouTube 17,393 views 3661 Followers 3395 Following

28. http://www.youtube.com/watch?v=kQiqQ5lz3zY

30. A Hospice Volunteer

31. Created onViapointSocialSpringboard Platform

33. Source: Adapted from Webber (2009), Marketing to the Social Web, New Jersey, Wiley.

35. Resource

36. Listen, monitor and analyse

37. Engage - personalisation

38. Enduring social capital

39. Earned loyalty

40. Educational

41. Economical

42. Entertaining

43. Emotional

44. Integrated fundraising

45. User generated content

47. Overt promotions in social spaces

48. Sporadic campaigns

49. Short term tactics

50. Not only for acquisition

51. Link: Juicing, Baiting, Dropping

52. Corporate/official tone of voice

53. TwitInterns

54. Direct asks

55. Official/corporate tone of voice

57. Donor community- connecting donors with donors - to retain, refer

58. Letting donors and collectors see the fruits of their contributions – retain, refer

59. Recognising contributors – retain, grow

60. Co-ordinating and reporting on events - more with less

61. Establish your own platform to tighten the HLA network

62. Smartphone application?