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Chris Ward
Blue Dot World
@chrisatcoffice
Chris Ward
Blue Dot World
@chrisatcoffice
The Future?

•    Mobile / text giving
•    Apps
•    Twitter
•    Facebook
•    Virtual currency’s / loyalty points
•    QR Codes
•    Gaming
The Future?



How Do I Prepare??
Engaging millions in 2012




The Existing Models Are Not Working
your market?

•  Don’t care for more than a moment
•  Want instant gratification
Identify a moment
•  A moment for engagement is when there are going to be the
   largest number of your consumers focused on one thing.

•  That could be your own launch or something completely
   different that is reaching your consumer.

•  (ie A TV show, supermarket promotion, local media event)
Create one goal for that moment

•  Raise how much money?

•  One thing and very simple
REALTIME IS THE NEW PRIMETIME
GIVE UP CONTROL..AND STILL WIN




   Don’t try to moderate what people think of you..
PEOPLE DON’T REALLY CARE ABOUT YOUR
              CAMPAIGN
   THE GRAPH OF ENGAGEMENT FOR THE MOST
 SUCCESSFUL FUNDRAISING EVENT IN UK HISTORY…




  They care for the same time it takes to pass a car crash…
          (A reverse long tail) don’t start too early
SO, TELL THEM A MILLION TIMES
They will only hear it once – but when they do – they will see
it everywhere

if they are not interested they are deaf to it

They will love hearing about it as it is reinforcing the fact that
they are right to be interested – then they will tell everyone
they know…
ONLY DO WHAT YOU DO BEST

•  And nothing else (be open and out for the rest)

•  Open source, outsource….
THE REAL WORLD IS STILL THE BIG DRIVER.



 •  PR

 •  Old media: TV, Radio, newspapers, telephone
BECOME A COFFICE WORKER




 The best working environment, enabling you to be in tune with
               your donors….(with good coffee)
Get yourself a great opponent




  Bush, Cowell, Poverty, an opposite view
BE RELEVANT




Use facts that are relevant to peoples everyday lives…
Provide the ‘Nudge’ for participation

•    Your consumers need a ‘nudge’ to engage
•    what’s in it for them!?
•    Treat them like your fan club:
•    Exclusives, content, events, biscuits!
MANUFACTURE SUCCESS




Create a viral loop (or at least read the book and give it a go)
              ‘Social design’ as Facebook call it
GET SOMEONE BETTER THAN YOU
          TO DO YOUR JOB




You need access to the inner circle to really achieve success
Tweet & Check-In




Opinion formers are the first sheep to follow you..
ENABLE JOURNALISTS TO SHOW OFF




 With FR we enabled journalists to show off to their old school
                         friends…
Go Go Go – something live every day



  • 77 X1DAY for 1GOAL

  • 42 Red Nose Days….

  • Momentum!
GO TO THE PUBLIC
         - THEY WON’T COME TO YOU




Engage fully with consumers where they first come across you –
                 don’t expect them to ‘click-thru’
Work with people already
            doing what you want to do




Ask third parties to get their ‘fans’ to ‘JOIN THEM’ in supporting
      you (not click through…) Obama was brilliant at this
RIP SOMEONE OFF




 GET SOMEONE TO RIP YOU OFF
•  LOVE CELEBS (EVERYONE ELSE DOES)




  Putting Moyles on our FB page (instead of logo) doubled traffic…
SHARE




If content is good enough for you to use – let all your supporters
  use it also – videos & photos via creative commons license…
BE BORING




Make sure everything works on every platform at every speed…
BE FLEXIBLE




Must be able to adapt your approach or direction quickly
             if demand calls for it… (pivot!)
BE REAL




Have to have ‘real’ stories / examples (ideally in real time) for
               people to genuinely relate to…
THROW ENOUGH MUD…




You don’t know what ‘IS’ going to work – so you have to try
 everything – but you can do it professionally & cheaply…
USE CHILD LABOUR…




  They don’t know any different (you do!).
    And they are good at PowerPoint…
Chris Ward
BlueDotWorld.com
 @chrisatcoffice

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Digital Fundraising

  • 1. Chris Ward Blue Dot World @chrisatcoffice
  • 2. Chris Ward Blue Dot World @chrisatcoffice
  • 3. The Future? •  Mobile / text giving •  Apps •  Twitter •  Facebook •  Virtual currency’s / loyalty points •  QR Codes •  Gaming
  • 4. The Future? How Do I Prepare??
  • 5. Engaging millions in 2012 The Existing Models Are Not Working
  • 6. your market? •  Don’t care for more than a moment •  Want instant gratification
  • 7. Identify a moment •  A moment for engagement is when there are going to be the largest number of your consumers focused on one thing. •  That could be your own launch or something completely different that is reaching your consumer. •  (ie A TV show, supermarket promotion, local media event)
  • 8. Create one goal for that moment •  Raise how much money? •  One thing and very simple
  • 9. REALTIME IS THE NEW PRIMETIME
  • 10. GIVE UP CONTROL..AND STILL WIN Don’t try to moderate what people think of you..
  • 11. PEOPLE DON’T REALLY CARE ABOUT YOUR CAMPAIGN THE GRAPH OF ENGAGEMENT FOR THE MOST SUCCESSFUL FUNDRAISING EVENT IN UK HISTORY… They care for the same time it takes to pass a car crash… (A reverse long tail) don’t start too early
  • 12. SO, TELL THEM A MILLION TIMES They will only hear it once – but when they do – they will see it everywhere if they are not interested they are deaf to it They will love hearing about it as it is reinforcing the fact that they are right to be interested – then they will tell everyone they know…
  • 13. ONLY DO WHAT YOU DO BEST •  And nothing else (be open and out for the rest) •  Open source, outsource….
  • 14. THE REAL WORLD IS STILL THE BIG DRIVER. •  PR •  Old media: TV, Radio, newspapers, telephone
  • 15. BECOME A COFFICE WORKER The best working environment, enabling you to be in tune with your donors….(with good coffee)
  • 16. Get yourself a great opponent Bush, Cowell, Poverty, an opposite view
  • 17. BE RELEVANT Use facts that are relevant to peoples everyday lives…
  • 18. Provide the ‘Nudge’ for participation •  Your consumers need a ‘nudge’ to engage •  what’s in it for them!? •  Treat them like your fan club: •  Exclusives, content, events, biscuits!
  • 19. MANUFACTURE SUCCESS Create a viral loop (or at least read the book and give it a go) ‘Social design’ as Facebook call it
  • 20. GET SOMEONE BETTER THAN YOU TO DO YOUR JOB You need access to the inner circle to really achieve success
  • 21. Tweet & Check-In Opinion formers are the first sheep to follow you..
  • 22. ENABLE JOURNALISTS TO SHOW OFF With FR we enabled journalists to show off to their old school friends…
  • 23. Go Go Go – something live every day • 77 X1DAY for 1GOAL • 42 Red Nose Days…. • Momentum!
  • 24. GO TO THE PUBLIC - THEY WON’T COME TO YOU Engage fully with consumers where they first come across you – don’t expect them to ‘click-thru’
  • 25. Work with people already doing what you want to do Ask third parties to get their ‘fans’ to ‘JOIN THEM’ in supporting you (not click through…) Obama was brilliant at this
  • 26. RIP SOMEONE OFF GET SOMEONE TO RIP YOU OFF
  • 27. •  LOVE CELEBS (EVERYONE ELSE DOES) Putting Moyles on our FB page (instead of logo) doubled traffic…
  • 28. SHARE If content is good enough for you to use – let all your supporters use it also – videos & photos via creative commons license…
  • 29. BE BORING Make sure everything works on every platform at every speed…
  • 30. BE FLEXIBLE Must be able to adapt your approach or direction quickly if demand calls for it… (pivot!)
  • 31. BE REAL Have to have ‘real’ stories / examples (ideally in real time) for people to genuinely relate to…
  • 32. THROW ENOUGH MUD… You don’t know what ‘IS’ going to work – so you have to try everything – but you can do it professionally & cheaply…
  • 33. USE CHILD LABOUR… They don’t know any different (you do!). And they are good at PowerPoint…