IFC - Digital Revolution

The digital revolution
e d g ta e o ut o

Featuring a host of new media stars
Hosted by Daryl Upsall

The digital revolution featuring
digital revolution featuring…
• Daryl Upsall
• Mike Johnston
• Mike Colling
• Marcelo Iniarra..via
Marcelo Iniarra via Skype
• Ritka Heino
• Bryan Miller
• y
Jason Potts …virtually
• Ted Hart…via Skype
• Michael Hoffman
Michael Hoffman
• Alfredo Botti

Pioneer years – 1994
years – 1994…
• First EVER new media and
First EVER new media and
fundraising seminar
• December 1994 Channel 4
December 1994 ,Channel 4
TV theatre in Westminster,
London.
London
• Mike Johnston and George
Irish from HJC Toronto,
hf
Canada and me
• 250 UK fundraising leaders

“Greenpeace Mindbombing the
Internet”
• “G
Greenpeace
Mindbombing the
Internet”
I ”
• Since 1983 Greenpeace
campaigners and
fundraisers using an
internally developed email
starting with "Easylink
• By 1994 raising $50,000
USD per month online
p
from www.greenpeace.org

The “mindbombs” continue
mindbombs continue

First White House
Web site Welcome
Web site “Welcome
to the White
House Oct. 21,
House” Oct. 21,
1994

Anticipating the future
• "This service is an example of how we can
p
provide government services and information
to the public in a more timely manner, more
efficiently and more cost effectively.“
ffi i l d ff i l “
• less than 10% of US public had access to the
Internet in 1994
I t t i 1994
• By October of 1995, the White House Web
site s servers had loaded the home page over 4
site's servers had loaded the home page over 4
million times and delivered over 50 million
p g
pages and images to users.
g

Vice President Al Gore, 1994

Mike Johnston
HJC New Media
HJC New Media
Pioneer

www.hjcnewmedia.com
www hjcnewmedia com

There has been a lot of therapy to do with
fundraisers over the years...

The early days… Daryl called it
‘catching eyeballs’

Greenpeace Online Fundraising Growth over 10 years

11.848
12000

N
u 10000
m
b
e
8000
r

o
f 6000

d
o 4000
n
o
r 2000 2.324
s
111 883
0

Monthly
Single

Estimated
Estimated
number of social
media players
– 7 illi !
7 million!

Technology as
gy
a challenge to
creativity?

Technology can
distract us from
what s in front
what’s in front
of our eyes…

Technology
Technology
change our
conversations…

With technological
With technological
change coming even
change coming even
p
faster.... Keep it human!
Remember the human
moment!

Jason Potts
Jason Potts

THINK Consulting Solutions
THINK C lti S l ti
Pioneer

www.thinkcs.org
www thinkcs org

Ritka Heino
FINN CHURCH AID
Practicioner
Selling hope online

www.kirkonulkomaanapu.fi
o u o aa apu

FINN CHURCH AID – DIGITAL
FUNDRAISING CASE
RITKA HEINO

23

FINN CHURCH AID – VERY SHORTLY

• Biggest development aid
organization in Finland.
g
• Second biggest humanitarian aid
organization in Finland
Finland.
• Annual income 25 million euro.

2.10.2008

24

…FCA FUNDRAISING STRATEGY …
FCA

• Among other goals, one of the main goal is:

”Our digital fundraising jumps over
the current development and will
be a pioneer in new technology
fundraising.
fundraising.”

2.10.2008

25

CASE: VIRTUAL ETHICAL GIFT ”TOISENLAINEN
LAHJA” (A DIFFERENT KIND OF GIFT)

• Ethical virtual gift, that works 90% in
g ,
the digital world.
• Annual income ~1 3 million euro
1,3
• Annual cost for marketing ~150 000
euro (11%)
(11%).

2.10.2008

26

HOW DOES IT WORK
WORK:

• Web-pages as the marketing channel: choose
a gift.
f
• Add it to your shopping basket.
• Pay either web-bank, credit card or sms.
• Gift comes to your email or directly to the gift
y y g
receivers e-mail.

2.10.2008

27

HOW DO WE MARKET IT?

• Online banners
• Google ad and -search
• Facebook-fan pages
• Print ads
• Radio
• SMS to earlier buyers
• E-letter to earlier buyers
• T l
Telemarketing to earlier b
k i li buyers

2.10.2008

28

WHICH CHANNEL WORKS THE BEST?
From ~ 150 000 visitors at the shopping page:

38% via Google (ad) = 57 000 visitors
15 % via Google (organic) = 11 500 visitors
i G l ( i ) i it
17 % Direct = 26 500 visitors
11 % K
Kua.fi => via Finn Church Aid pages
fi i Fi Ch h

60
Google
(53% t t)
tot)
40
Direct
20
FCA-page
2.10.2008 0

29

WHAT HAPPENS AFTER DONATION?

• E-letter
• Telemarketing
e e a et g
• Sms-marketing
• F
Facebook suggestion (i the messages)
b k ti (in th )
• Suggestion to become a regular donor
via these channels

2.10.2008

30

THE YEAR ROUND
SEE THE AD

SMS, E-LETTER, PLS
BUY AGAIN, IT’S BUY, PAY
CHRISTMAS.. ONLINE OR
SMS

THANK YOU E-LETTER
AND UPDATE OF THE RECEIVE E-
AID WORK RESULTS MAIL ABOUT
THE GIFT

THANK YOU E-MAIL
NEW SEASON AD BY OR SMS: PLS
SMS,, DONATE REGULARLY,
E-LETTER, PRINT, RADIO UPDATE OF THE AID
WORK

2.10.2008

31

PLANS …

• New digital marketing channels under work.
• Updates to iPhone, iPad, smartphones – about
the aid work results, about new gifts.
h d k l b f

• From virtual gift to someting to touch: small
easy-price accessories …with nanotechnology.

2.10.2008

Marcelo Iniarra
Marcelo Iniarra

TC ‐ Tribe Chief
Innovator
Skype:
www.marceloiniarra.com
www marceloiniarra com

“Hi Steve, Yes I want an
I phone 4 !
p
Marcelo Iñarra Iraegui
marcelo@marceloiniarra.com
+51 9 11 5158 1206
Facebook.com/marcelo.iniarra
Twitter @marceloiniarra

.

I didn’t fail. I just found ten thousand
fail
ways that didn’t work
didn t

Mary had a little lamb
Its fleece as white as
snow
And everywhere that
Mary went,
her lamb was sure to
go...

- . / -- - ..- .. . .-. . ... / - - .- ... .- .-. / - - --- - -- .. -- --- / ?
--.- - - -.-. - - - -.-. -. --.

Play/Game

Creativity
C ti it

Google’s new mantra:
Mobile First

“Computing
“Computing power,
interconnectivity and the
cloud..
cloud.. The phone is where
p
these three all interconnect
and you need to get these three
waves right if you want to win.
win.”

Eric Schmidt, CEO of Google ,
February 16 2010
16,
Mobile World Congress

3 Digital trends in a tiny screen !

m-wallets m-cards

Premium
SMS
Direct Mobile
billing

m-transfers
m transfers

Co tact ess ea
Contactless Near
Field Communication

Haiti Earthquake: the tipping point !
Earthquake:

Mas 32 millones
recaudados por la
p
Cruz Roja en USA

Sources :
http://www.webdevelopersnotes.com

Mobile Expectations

Source : Gartner inc. 1995

“I want an
I
innovation lab
in every
NGO”

Thank you !
o

Marcelo Iñarra Iraegui
marcelo@marceloiniarra.com
marcelo@marceloiniarra com
+51 9 11 5158 1206
Facebook.com/marcelo.iniarra
Twitter @marceloiniarra

Michael Hoffman
See3 Communications
See3 Communications
Why video matters
y deo a e s

http://see3.net/

October 9, 2006:
Google Buys YouTube
G l B Y T b

YouTube: Why Video Matters
YouTube: Why Video Matters
Users (M) % Users
Age All 57.1 –
In 1 Minute
24 hours of video are
ou s o deo a e
<18 11.0 19% uploaded to YouTube
18‐34 11.1 19%
#4 Biggest Site in the World
#4 Bi t Sit i th W ld
35‐44 12.3 22%
Bigger than MySpace and
45‐54 11.9 21% Wikipedia
Source: Alexa

55+ 10.9 19%
More than 1 Hour
Gender Male 29.8 52%
Average time spent on
Average time spent on
Female 27.3 48% YouTube

Source: Nielsen//NetRatings (October 2007) ‐ US audience.

Video is CRITICAL
Video is CRITICAL
for Search
f S h

The YT Nonprofit Program
The YT Nonprofit Program
• O
Organizations must be nonprofits based in US,
i ti tb fit b d i US
UK, Canada, or Australia
• Increased branding capabilities
I d b di biliti
• HTML channel banner
• Branded side column image
• Ability to add Call to Action overlay and
y y
externally linkable annotations
• More info: http://www youtube com/nonprofits
More info: http://www.youtube.com/nonprofits

Visit: www.YouTube.com/NonprofitVideoAwards
Visit Yo T be com/NonprofitVideoA ards

Michael Hoffman

• Web: http://see3.net/
• Email:  michael@see3.net
• Twitter:  @Michael_Hoffman
Twitter: @Michael Hoffman
• Phone:  +1 773‐784‐7333

Alfredo Botti
Alfredo Botti
We Me Foundation
We‐Me Foundation
Online Activist
“Digital Media qué?”

www.we‐me.org

Alfedo Botti – We-Me.org
We-

We reached 1 Million 1,5 Million
votes in 51 days in 65 days Alfredo Botti – We-Me.org
We-

Campaign Fact: Forest Law approved

Alfredo Botti – We-Me.org
We-

Other facts and figures
Online Supporters GPA 2008 (2005: 160K) 1 million

Monthly Donors GPA 2008 (2005: 22K) 72,000

Last Years´ Income in AR$
$
All real except 2008
2004 $ 2.634.000 Growth rate year by year Growth rate Base 2004
2005 $ 3.063.000 16% 16%
2006 $ 4.238.000 38% 161%
2007 $ 5.500.000 30% 209%
ODP 2008 $ 8.382.000 52% 318%
Forecast 2008 $ 12.036.208 219% 457%

Inspiration…

We-

find purpose…

Greenpeace India Alfredo Botti – We-Me.org
We-

We-

Overall Tatas campaign #1
p g

• Activating 150K people in 6 months
• BNP Paribas a financier for the port has pulled out
Paribas, port,
of the project…
• FR campaign with ROI of 10-1 in first year.
• M t influentiall online organisation with less than 7
Most i fl ti li i ti ith l th
y
years in the country
y

We-

Benchmarking: New Zealand
g

We-

Benchmarking: New Zealand
g

• 5.5% of population (3.7% in Forest Law in Argentina)
• PM John Key committed to 15-20% cut in emissions by 2020
15 20%

We-

Moving f
forward… again
d

We-

We-
We-Me.org in a nutshell: grass-roots organisations and
grass-
individuals taking local action, empowered by digital media

We- e o g everybody s
We-Me.org: e e ybody is invited to pa t c pate acco d g to t e
e ted participate according their
possibilities, in any of our four programmes
We-

We-

• 1 year
• 2 programmes up and running
• 2 programmes on their way
• 107 volunteers…
l t
• Total: 22 partner organizations
• Linked to a network of 230 grass-roots organisations
• Empowering model…

We-

We-
We-Me.org Staff

We-

Your Cause Here

We-

I tell my story
Photo & Video

We-

• Hope

We-

Mike Colling
Mike Colling
Mike Colling and Company
Pioneer – S
Pi Screenager

www.mcand.co.uk

The Digital Revolution
Coming to a screen near you…….
C i t

21st O t b
21 t October 2010
Prepared by: Mike Colling
mike@mcand.co.uk
mike@mcand co uk

What am I going to tell you

• The internet is just the start

• Think TV, but everywhere

• Thi k screens that know who you are, and where you are
Think th t k h d h

• AND what you are interested in…

Internet users globally
Growth 1995 - 20 0
G h 99 2010
28.8% Global population

Source: Internet world stats Sept 2010

We now have three screens in our life

Screens are starting to behave like
one another
h

Social networking as never
before

Here come the intelligent
small screens

Source: Morgan Stanley

Implications for us as fundraisers

Ted Hart
Ted Hart

ePhilanthropy and Skypista
and Skypista
S ype ed a usa
Skype: tedhartusa

www.tedhart.com

Navigating Through the
Present and Into the Future:
Presented by: Ted Hart, ACFRE Fundraising 2.0
Twitter = @tedhart

©2010 Ted Hart

Your supporters
Y t
aren’t looking to buy
something or give
because you need
the money…y

©2010 Ted Hart

… they are sharing in a
y g
d ea t ey are part of
dream, they a e pa t o
the story, they are
investing in success

©2010 Ted Hart

Relationships
e at o s ps
• Spirit
p
• Identity
• Beliefs
B li f
• Perception
• Values
• Culture
• Meaning
• Community

©2010 Ted Hart

“I had to know and
understand my own
story before I could
listen to and help
other people with
theirs”
th i ”
-President Barack Obama

©2010 Ted Hart

Fundraising 2.0

Organization
Where Fundraising
and
Social Networking
Existing
E i ti Meet
M t
Supporters

Peers Peers Peers
Peers Peers Peers

©2010 Ted Hart

THANK YOU!

Ted Hart, ACFRE
President and CEO
http://tedhart.com
htt //t dh t
9101 Carriage House Lane
Columbia, MD 21045
v 410.303.8370
f 206-203-4758
Facebook: facebook.com/tedhart
LinkedIn: linkedin.com/in/tedhart
Skype: tedhartusa
Email: tedhart@tedhart.com
Twitter: @tedhart

126
©2010 Ted Hart

Bryan Miller
Bryan Miller
Strategy Refresh
Strategy Refresh
Mobile revolutionary
y

www.strategyrefresh.com

The Mobile Digital Revolution

International Fundraising Congress, October 2010

30 years of evolution
f l i

1981 – Mobile Digital?


And the rest is history
history…

• In 1980 a report for AT&T by consultants McKinsey & Co forecast a
world market of 900,000 cellular phones by the end of 2000
• By the end of 2009 there were actually over 4.6 billion mobile cellular
subscriptions globally
• And over 900,000 handsets are now sold every 3 days!


The Social Potential
• Of the 1.9 billion additional mobile
subscriptions over the last 3 years,
over 1 6 billi were i th
1.6 billion in the
Developing World

• In China and India over 90% of
villages are now connected through
a mobile phone network

• Much Developing World growth
driven by money transfer services -
allowing people without b k
ll i l ith t bank
accounts to send and receive
money safely by text message

• Vodafone’s M-Pesa money transfer
service in Kenya has over 5 million
users
Source: UN ITU Snapshot June 2010 (www.itu.int)

The Fundraising Potential

Source: UN ITU Snapshot June 2010 (www.itu.int)

The arrival of the Smart Phone
(rather
( h more than jh just a ‘ h
‘phone’)
’)


The arrival of the Smart Phone
(rather
( h more than jh just a ‘ h
‘phone’)
’)

Images thanks to topcultured.com

With all this going on
on…
Web Social
MMS Browsing Networking
SMS
Twitter
Sat-Nav

Camera Video Location-based
Camera Services
Mobile
Coupons
Mobile
MP3 Music
Player Calls Games
Email
…plus Countless Other ‘Apps’

What else offers you so much
fundraising potential?

In a pocket near you – soon!
• In 2010 nearly 1.3 billion mobile
phones will ship globally - and 250
million will be Smartphones

• In the US and Europe virtually all
p y
phones sold will be Smartphones
within 5 years

• eMarketer analysis predicts there will
be more mobile internet users in
China than the entire population of
the US by the end of this year


• By 2013 mobile phones will overtake PCs as the most common
Web access device worldwide*

“For the first time there will be over 1 billion mobile devices accessing
For time,
internet by year-end, gaining quickly on the 1.3 billion PCs accessing the
internet – as the former is growing at 2.5 times the rate of the latter”
Frank Gens Senior. VP & Chief Analyst, IDC
Senior Analyst

*Gartner Research ‘Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance’. Jan 2010

Talking is so yester-year!
yester year!


SMS text message fundraising

• Text messaging ranks alongside calling as the top way in which
mobile phones are used – and text volumes keep growing
• UK mobile users sent 96 8b t t messages d i 2009
bil t 96.8bn text during
(265m/day) – up 23% on 2008*
• The UK’s Red Nose Day 2009 raised £7.8m through text donations!
y g

*Source: Mobile Data Association. January 2010

Using the phone’s camera differently
- QR Codes


http://www.bullying.co.uk/index.php/make-a-poster.html

New website and email
requirements
i
“Mobile Web users are typically prepared
to make fewer clicks on a website than
users accessing sites from a PC.
Websites not optimized for the smaller-
screen formats will become a market
barrier for their owners.”*

“While a quarter of people now access
emails via their mobile phone, poor
formatting and a lack of brand recognition
means that almost a third of permission-
based marketing emails are being
deleted unread.”**

*Gartner ‘Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance’. Jan 2010
** Experian CheetahMail . ‘Email marketing: the mobile conundrum’ Sept 2009

Source: http://www.wired.com/magazine/2010/08/ff_webrip/all/1

Location, Location,
Location Location Location


Location based
Location-based social networking

Location-specific Location-based
Status Updates
p Search

Gameplay
Virtual
Customer Loyalty Mobile
Tour Guide
Programmes Coupons


• Earth Justice advertising campaign on the San Francisco BART rail
system in response to the Gulf of Mexico oil spill
• Every check-in matched with a $10 corporate donation


153 International Fundraising Congress, October 2010

Let’s raise some money
’ i

IFC - Digital Revolution

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (9)

Destaque

Destaque (7)

Semelhante a IFC - Digital Revolution

Semelhante a IFC - Digital Revolution (20)

Mais de See3 Communications

Mais de See3 Communications (20)

Último

Último (20)

IFC - Digital Revolution