Tom Latchford, Raising IT- works with charities of all sizes helping them use web and social media..
three things:
1) taking collective action, tapping into existing communities
Leveraging people's close connections. The growth of Facebook was successful because they tapped into existing (university) networks.
St Paul's hostel/soup kitchens - asked for help to get people signing up to help them, volunteer.
They've put together a website before Christmas - asking people to take collection boxes into their churches - they collected 4,000 tins of soups. 400 signed up to be volunteers. Then next week collected 40,000 tins of soup.
MacMillan - same model of tapping into communities. There was none, so they set out to develop a community. But if the target is 1,000 in order to raise a million.
People signed up and immediatly were asked to be a team captain - so they saw this challenge as a challenge ot for themselves but for their network as well.
Introducing justgiving pages. They have just launched teams which taps into this potential.
2) segmentation
Seeing how well other sectors are using it - for example TESCO -
Using an example of online gambling - it went really big because technology gives them a lot if information about the people around the table.
By knowing people you can get them to do what you want.
Obama campaign is a good example - it was top-down coordination but it empowered people to spread it to their networks.
Pyramid:
raw data
customer insight
value levers (comms channels)
effect on segmented groups
[hm, not sure what this is - I think it's over-complicated the idea/process of segmentation]
CRM looking at individuals as well as their networks so that the networks can be take on a journey
Also mobile apps for fundraisers - so people can give by mobile - going through the roof
Raising IT have a CRM which seems to do similar stuff as justgiving (worth checking out if they are better than JG or Aartez)
3) taking people in a journey from taking action to become social advocates using social media - creating
Introduced he Seth Godin funnel:
“A new set of online tools makes this approach not just a possibility, but also an imperative for any organization hoping to grow. Give your fan club a megaphone and get out of the way.”
Looked at Twitter followers for the dyslexia charity and analysed their reach. And based on that targeted people with big reach and getting them to recruit more people..
Looking at Groupon model and see how charities can use it.
Used this for WWF - end result is face to face fundriaising... UNICEF uses the same tool.
Would be interesting how this model would work with campaigning??
Showing posts with label fundraising. Show all posts
Showing posts with label fundraising. Show all posts
Wednesday, 23 March 2011
Tuesday, 23 March 2010
The Good agency: the business case for supporter engagement
by Matthew Sherrington of the Good Agency
(a bit patchy, sorry, short attention-span)
What do we want?
time, money and influence= change
We are all marketeers. marketing our causes. Understanding who you talk to, where they are at, how to speak to them, etc etc
BUT
people are changing
technology is changing
market is changing
organisations are changing
It's all about change.
Joining the dots - helping organisations make the link
Supporters are changing
- they are not interested in everything you have to say.
- they are old - what's going to happen with organisations between the time the new generation of supporters has been created and nurtured.
Older generation - fulfilling their needs - once basic needs fulfilled, spiritual needs are next.
- people's understanding of needs is changing.
Younger generation is more interested in political issues
(BM: REALLY? Who is obsessed with plastic surgeries, Xfactor and fame then? Majority aren't I'd say...
- motivation - guilt, belonging, compassion, inspiration - Maslow's hierarchy of needs
Technology is changing
Market is changing
- online banking, shopping, etc...
Sorry - got a bit distracted - it's all stuff that I kind of know...
People want to be inspired. We should email people more.
Organisations are changing
Organisations - They want to grow and they need the influence.
The key to orgaisaing people is to listen to what they say the issues are, and then either nudge them to live up to their own standards or get them to understand the source of their pain. Gregory Galluzzo, Changemakers
Donors who campaign
Greepeace US-30% of donors were exposed to actions.
House parties to save the whales. Bake-offs etc..
(BM: yes yes yes but this is Greenpeace! they are campaigners first, donors second. What about development charities ????)
Retention rates of donors approved dramatically with participation in campaigning.
Save the children gaza campaign is an example of a good fundraising and campaigning action, but it's a spur of the moment.
Business case
Silo-busting
Campaigners and fundraisers are both stats people so we should get silo-busting and talk to each other in order to get the funding.
We are not talking about campaigners or donors or activists - they are just people who want to engage with you. What's the best way of engaging people. And it's not just about online, it's offline too.
(a bit patchy, sorry, short attention-span)
What do we want?
time, money and influence= change
We are all marketeers. marketing our causes. Understanding who you talk to, where they are at, how to speak to them, etc etc
BUT
people are changing
technology is changing
market is changing
organisations are changing
It's all about change.
Joining the dots - helping organisations make the link
Supporters are changing
- they are not interested in everything you have to say.
- they are old - what's going to happen with organisations between the time the new generation of supporters has been created and nurtured.
Older generation - fulfilling their needs - once basic needs fulfilled, spiritual needs are next.
- people's understanding of needs is changing.
Younger generation is more interested in political issues
(BM: REALLY? Who is obsessed with plastic surgeries, Xfactor and fame then? Majority aren't I'd say...
- motivation - guilt, belonging, compassion, inspiration - Maslow's hierarchy of needs
Technology is changing
Market is changing
- online banking, shopping, etc...
Sorry - got a bit distracted - it's all stuff that I kind of know...
People want to be inspired. We should email people more.
Organisations are changing
Organisations - They want to grow and they need the influence.
The key to orgaisaing people is to listen to what they say the issues are, and then either nudge them to live up to their own standards or get them to understand the source of their pain. Gregory Galluzzo, Changemakers
Donors who campaign
Greepeace US-30% of donors were exposed to actions.
House parties to save the whales. Bake-offs etc..
(BM: yes yes yes but this is Greenpeace! they are campaigners first, donors second. What about development charities ????)
Retention rates of donors approved dramatically with participation in campaigning.
Save the children gaza campaign is an example of a good fundraising and campaigning action, but it's a spur of the moment.
Business case
Silo-busting
Campaigners and fundraisers are both stats people so we should get silo-busting and talk to each other in order to get the funding.
We are not talking about campaigners or donors or activists - they are just people who want to engage with you. What's the best way of engaging people. And it's not just about online, it's offline too.
Ecampaigning forum: Campaigning and Fundraising - Together again by Care 2
Notes from the eCampaigning forum. - apologies for typos - will tidy up later.
Help justify your ecampaigning expenses through fundraising.
Impact on fundraising
14% in online giving 2007-2008 (stats from Convio). More and more people giving online.
cross-over btw campaigners and donors
Donor Centrix 2008
11% of donor revenue is online
9% of donors have given 1 gift online
half online donors - new
online donors account for 16% of all new donors and 27% of NEW revenue
online donors migrate to offline giving
Acquisiton expensive - most budgets switched online,
Lifetime value is extrending. if the organisatio ins;t tracking, no way to make that case!!!!
Email is still the king.
Size of organisations' email list is propotional to the amount raised online
Online actoivists don;t need to be recruited online. Most successful conversinos thourgh direct mail, online marketing, other channels. is this because of the nature of Dm programmes which are tailoerd for print.
online fundraising programme needs a good offline fundraising programme. ecampaigning is a good lead generation.
Silo busting - who funds a message, who owns supporters?
Important to brek down the barriers. Data shows that talking to people with different messages makes them more committed.
It's not just about fundraisers having access to campaigners but also reaching out to donors for campaigning asks.
Email is The way of raising money online.
Social networks - revenue low:
Save Darfur - FB Caiuses raised $28,000 while email $415,000
What is working on FB is the birthday donation on FB.
On social networks need a social permission to ask for money - such as a challenge - bike ride, swim, walk. Otheriwse it doesn't work.
New Media gateway - really good graph showing what people do online -
eCampainging is the fastest way to grow your email list.
Video really useful but very hard to plan the viral effect.
IRC - online audience grew from 16,500 to 59,000 via online petitionsm viral growth - 25% from viral.
React quickly. Build the list for big moments.
advocacy email response rates are highest
Response rates:
fundraising - 0.7 - 0.6%
enews - 2-3%
advocacy 5.5-6.3%
eBenchmarking study 2009
People who have taken action online are 2.3x more likely to donate.
National bureau of research - Charitable Evidence from a large scale online experiment
Techniques for getting activists to donate.
- welcoming - sequencing of messages.
Soft ask - (p.s. in an email) donation ask after taking action
Online actions provide a context for asking for full contact information.
Converting donors into actions has been done but no data publicly available.
Demographics of the people giving online - younger than traditional. New generation of donors. The avearge age of direct mail donors is very old. Actions are a way to access this new younger group.
Challenge in boiling the campaigning issues down (as they can be complex and borinng - hence not a recruiter)
Segmentation - essential - sending specific messages to specific people - levelof knowledge/interest. We'll be seeing the increase in segmentation on ecampaigning emails.
Help justify your ecampaigning expenses through fundraising.
Impact on fundraising
14% in online giving 2007-2008 (stats from Convio). More and more people giving online.
cross-over btw campaigners and donors
Donor Centrix 2008
11% of donor revenue is online
9% of donors have given 1 gift online
half online donors - new
online donors account for 16% of all new donors and 27% of NEW revenue
online donors migrate to offline giving
Acquisiton expensive - most budgets switched online,
Lifetime value is extrending. if the organisatio ins;t tracking, no way to make that case!!!!
Email is still the king.
Size of organisations' email list is propotional to the amount raised online
Online actoivists don;t need to be recruited online. Most successful conversinos thourgh direct mail, online marketing, other channels. is this because of the nature of Dm programmes which are tailoerd for print.
online fundraising programme needs a good offline fundraising programme. ecampaigning is a good lead generation.
Silo busting - who funds a message, who owns supporters?
Important to brek down the barriers. Data shows that talking to people with different messages makes them more committed.
It's not just about fundraisers having access to campaigners but also reaching out to donors for campaigning asks.
Email is The way of raising money online.
Social networks - revenue low:
Save Darfur - FB Caiuses raised $28,000 while email $415,000
What is working on FB is the birthday donation on FB.
On social networks need a social permission to ask for money - such as a challenge - bike ride, swim, walk. Otheriwse it doesn't work.
New Media gateway - really good graph showing what people do online -
eCampainging is the fastest way to grow your email list.
Video really useful but very hard to plan the viral effect.
IRC - online audience grew from 16,500 to 59,000 via online petitionsm viral growth - 25% from viral.
React quickly. Build the list for big moments.
advocacy email response rates are highest
Response rates:
fundraising - 0.7 - 0.6%
enews - 2-3%
advocacy 5.5-6.3%
eBenchmarking study 2009
People who have taken action online are 2.3x more likely to donate.
National bureau of research - Charitable Evidence from a large scale online experiment
Techniques for getting activists to donate.
- welcoming - sequencing of messages.
Soft ask - (p.s. in an email) donation ask after taking action
Online actions provide a context for asking for full contact information.
Converting donors into actions has been done but no data publicly available.
Demographics of the people giving online - younger than traditional. New generation of donors. The avearge age of direct mail donors is very old. Actions are a way to access this new younger group.
Challenge in boiling the campaigning issues down (as they can be complex and borinng - hence not a recruiter)
Segmentation - essential - sending specific messages to specific people - levelof knowledge/interest. We'll be seeing the increase in segmentation on ecampaigning emails.
Tuesday, 31 March 2009
eCampaigning forum - Obama campaign insider tells us about blogging for the elections
Sam Graham-Felsen of Obama campaign
blogger on the campaign
- The campaign knew Obama was an underdog - the plan was to harness the energy of grassroots - Obama said to the team that "it had to happen from bottom up"
Three pillars of online campaign
- message
- money
- mobilization
MESSAGE
- authenticity
- it's about everyone not only Obama. African Americans felt that they can be anything they want to be.
- over 2,000 videos uploaded - telling stories of people who supported the campaigns
- 5 times as many videos as other campaigns
- 1 billion minutes of video web content was consumed = 2,000 years of viewing - youtube powerful because they are usually sent with a personal recommendation
- video explaining why Obama campaign in Florida needs 39 million dollars used to raise these funds
- mini-documentaries - although 18 minutes - it worked - the video was viewed over million times
- fun videos that plugged the action around the campaign (e.g http://www.youtube.com/watch?v=Mg56KbtmARc)
- using supporters content - reached out to supporters - example of Shepard Fairey
- "yes we can" youtube video
The game is changing:
*new media - building the movement - turning people from passive supporters to evangelists of the movement
* traditional media - getting votes - of those who are undecided
MONEY
- how to raise half a billion?
- fundraising was never about money - they didn't set the goals which were about money - instead of we need XXX dollars by the end of the week they would say we need XX people to join the movement
- people could be chosen to meet Obama even if they give a smallest donation (breaking down the barriers)
- asking supporters to explain on video why they donate to the campaign, what motivates them
- an email in response to Sara Palin speech where she dismissed grassroots campaigning raised 10 million dollars
Building the email list
- the Obama campaign list grew organically, Republicans campaign bought lists
- competitions (dinner with Barack)
- Send to a friend - made it very easy - you can upload all of your contacts and pester them
- Active presence on My Space Facebook and LinedIn
Online Ads - asking people to join the campaign
- the match game - traditionally one wealthy donor says they will donate 1 million if a bunch of people donates 1 million ; change is to ask a bunch of donors to pledge to donate more if other donors donate more (this was done using a sophisticated segmentation system)
- 2/3 of income of the whole campaign came online, most of donations are under $100
- house parties - neighbours will go and organise their own
- mybarackobama.com made it easier for field organisers to organise supporters. It help build real relationships. Campaigners were working together already - relationships already built, so this was easier for field organisers when they arrive at a location.
Other campaigns had to start from scratch - train people and organise them.
QUESTIONS
1 Online ads - example of a different way of doing it - caucus look-up tool (location) - flooded Iowa newspaper websites with it as well as the social media
2 Opening up to user generated content and keep it open is sometimes an issue for NGOs
- Example - a group against Obama's position on some law on privacy/data protection Obama voted for in the Senat. The group grew to 20k. Obama didn't want to change his position. He wrote back to the group - explained why he disagreed with them and he knew that he will lose some of them
- Keeping people engaged after the victory - Organising for America - campaign supporters now - campaigning still - gathering support for Obama's plan. The group will be supporting Obama's presidency.
3 Sign-off
Sam's posts were reviewed until he was trusted to do it himself. When he started employing bloggers he told them that bloggers need to tell their story from their own perspective, but their post shouldn't end up in the media
4 Subject lines for emails - rigorous testing
5 In-depth content viewing? - focussed on building a grass-roots movement, voices of ordinary people
6 Importance of Facebook and Twitter in comparison with email lists?
Didn't want to have paople only sitting on Facebook. They tried to move them onto http://mybarackobama.com. This site was seen as a mobilization network not a social network. Email had the best impact - in terms of raising funds. Mainly because you can test and tweak email.
Monday, 19 January 2009
Charity virtual gifts
I am looking at virtual gifts that are out there in the market.
oxfamunwrapped
Design
gifts+images
mix of photos and illustration
What you get (fulfilment)
fridge magnet, giftbox with DVD (celebrity-packed)
http://www.oxfam.org.uk/shop/content/unwrapped/how_it_works.html
personalised card/ecard
Choice of ecards - so you can send a Christmas ecard and a goat magnet and card! - value for money!
envelope can say "Do not open until......"
Themes
9 themes with 6-9 gifts
Language
'eco-warriors' for climate-change related gifts
'super women' for women rights
humour
extra stuff
- wedding lists and wish lists (via login)
Earmarking
'I am happy for Oxfam to use my money for something else if need be' tick-box (more)
Promotion
- celebrity DVD
- youtube videos promoting the gifts (celebrities)
http://www.LivingGifts.org.uk
What you get
Voucher - so you can choose how can the donation be spent (in which country)
This is a fantastic way of capturing gift recipients!!
Buying experience
personal message
goes directly to recipient
choose card design to go with your chosen amount
preview of the voucher with the personal message
interactive online catalogue
presentaid.org/
Christian Aid
- celebrity video explaining how the scheme works
Buying experience
- e-cards
- prices in euros
- promotion of other products
- recipient reviews
- can't buy without registering (bad bad bad)
What you get
- e-card
- no idea! couldn't find out from the website! (because I didn't want to log in)
musthavegifts.org/
Design
Photos not illustration
Buying experience
- if you liked that you might like these....
- buyers comments as they buy
- wishlists (but 36 gifts)
- chose a card, different ways of personalising
Promotion
- youtube videos promoting the gifts (online catallogue)
- celebrity endorsment (What others are saying)
Language
humor
Other ideas
Interactivity
Katine village - interactive tour
Kroo bay - webisodes
oxfamunwrapped
Design
gifts+images
mix of photos and illustration
What you get (fulfilment)
fridge magnet, giftbox with DVD (celebrity-packed)
http://www.oxfam.org.uk/shop/content/unwrapped/how_it_works.html
personalised card/ecard
Choice of ecards - so you can send a Christmas ecard and a goat magnet and card! - value for money!
envelope can say "Do not open until......"
Themes
9 themes with 6-9 gifts
Language
'eco-warriors' for climate-change related gifts
'super women' for women rights
humour
extra stuff
- wedding lists and wish lists (via login)
Earmarking
'I am happy for Oxfam to use my money for something else if need be' tick-box (more)
Promotion
- celebrity DVD
- youtube videos promoting the gifts (celebrities)
http://www.LivingGifts.org.uk
What you get
Voucher - so you can choose how can the donation be spent (in which country)
This is a fantastic way of capturing gift recipients!!
Buying experience
personal message
goes directly to recipient
choose card design to go with your chosen amount
preview of the voucher with the personal message
interactive online catalogue
presentaid.org/
Christian Aid
- celebrity video explaining how the scheme works
Buying experience
- e-cards
- prices in euros
- promotion of other products
- recipient reviews
- can't buy without registering (bad bad bad)
What you get
- e-card
- no idea! couldn't find out from the website! (because I didn't want to log in)
musthavegifts.org/
Design
Photos not illustration
Buying experience
- if you liked that you might like these....
- buyers comments as they buy
- wishlists (but 36 gifts)
- chose a card, different ways of personalising
Promotion
- youtube videos promoting the gifts (online catallogue)
- celebrity endorsment (What others are saying)
Language
humor
Other ideas
Interactivity
Katine village - interactive tour
Kroo bay - webisodes
Friday, 5 September 2008
charitywater.org/birthdays - ah - what a website!
What is it about this website that is so brilliant?
Communication style and content
As soon as I came to the home page I knew what the website was about and what I was meant to do. And that is because three red buttons on the left clerly indicate that this is about your personal involvement in fundraising for this project.
What NGOs call 'issues' or 'educationsl content' is secondary content - on the bottom left.
This website is a perfect example of how to communicate online - a text-light website, focussing on video. Video clips are short and narrated in an accessible, everyday language.
Acknowledging that watching 33 case studies could be too much they offer a Guided tour of the project where they present 5 projects covering different issues related to lack of water.
Live updates of the latest on the website - new pages, new donations, comments - make the content of the website fresh 24/7.
Fundraising
The ask is very clear and there is an ask for a specific amount.
The fundraising model is also interesting - instead of doing wish-lists people are invited to put money towards the project.
Design
Flash - a bit annoying because you can't navigate directly to some pages, but it means that website owners have a very good control over how people will interact with the site.
Communication style and content
As soon as I came to the home page I knew what the website was about and what I was meant to do. And that is because three red buttons on the left clerly indicate that this is about your personal involvement in fundraising for this project.
What NGOs call 'issues' or 'educationsl content' is secondary content - on the bottom left.
This website is a perfect example of how to communicate online - a text-light website, focussing on video. Video clips are short and narrated in an accessible, everyday language.
Acknowledging that watching 33 case studies could be too much they offer a Guided tour of the project where they present 5 projects covering different issues related to lack of water.
Live updates of the latest on the website - new pages, new donations, comments - make the content of the website fresh 24/7.
Fundraising
The ask is very clear and there is an ask for a specific amount.
The fundraising model is also interesting - instead of doing wish-lists people are invited to put money towards the project.
Design
Flash - a bit annoying because you can't navigate directly to some pages, but it means that website owners have a very good control over how people will interact with the site.
Subscribe to:
Posts (Atom)