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Community Fundraising 2.0 the future of fundraising in our networked society Bryan Miller Marketing & Fundraising Consultant Strategy Refresh [email_address]

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Hello!

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Less about this… More about this

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How best to capitalise on the opportunities offered by social media as part of an effective fundraising strategy is something everyone is still working through We’re all in much the same boat!

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Six Degrees of Kevin Bacon Almost 90% of all actors can be linked to Kevin Bacon - within six degrees

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Six Degrees of Kevin Bacon oracleofbacon.org

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Six Degrees of Separation

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Shared Interest Networks Three Degrees of Separation? Family Friendship Work Hobbies Sport Music etc. Locality

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Living in a Networked Society

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This is NOT all about technology It’s about people becoming increasingly able to select their own network of influencers

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<ul><li>The societal changes underpinning this have taken place over several generations </li></ul><ul><li>Through the dissolution of traditional social constraints related to things like class and gender </li></ul><ul><li>And the increased personal expectations and wider world view that come with increasing education levels, job flexibility, affluence, opportunities to travel, etc. </li></ul>Living in a Networked Society

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From traditional, distant sources of authority To closer, more personal sources - like family, friends, colleagues, and shared interest networks The Personalisation of Authority

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The Personalisation of Authority

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The Networked Society Consumer

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Peer to Peer advocacy is not new

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But the Web 2.0 acceleration effect is

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Web 2.0 acceleration Every minute, 24 hours of video footage is uploaded to YouTube 1 1: youtube-global.blogspot.com, 17/03/10 2: Facebook Press Room stats 3: Blog.twitter.com, 22/02/10 Facebook now has over 400m active users (more than the whole population of the USA) and 50% of active users log-on in any given day 2 Twitter users send 600 Tweets every second 3

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Ireland’s online marketplace <ul><li>1.57m active internet subscriptions to end 2009, up 9% on 2008 </li></ul>Source: ComReg - Irish Communications Market Report, 18/03/10

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Ireland’s online marketplace <ul><li>Approaching 60% of households now have a broadband connection </li></ul>Source: ComReg - Irish Communications Market Report, 18/03/10

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Ireland’s online marketplace <ul><li>E-commerce is well developed – with the exception of online grocery shopping </li></ul>Source: Armarach Research. Life Online 2009 (research Feb 2009) % of Irish Internet users who do the following

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Ireland’s online marketplace <ul><li>Social media use has also been growing rapidly in recent years </li></ul>Source: Armarach Research. Life Online 2009 (research Feb 2009) % of Irish Internet users who do the following

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Ireland’s online marketplace <ul><li>There are now c1.1m Facebook users in Ireland 1 </li></ul><ul><li>Equating to =c70% of online users based on the latest ComReg data </li></ul>1 Source: Check Facebook.com

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Ireland’s online marketplace Source: BarryHand.ie using Google Ad Planner (hence no listing for Google.ie)

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What does this mean for the future of fundraising?

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“ The future of fundraising is to stop interrupting what people are interested in and to become what people are interested in” What does this mean for the future of fundraising?

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Donor Fatigue? Compassion Fatigue? Fundraiser Fatigue? The future of fundraising? Recession?

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R.I.P.? (not yet!) The future of fundraising?

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Donor Fatigue? Compassion Fatigue? Fundraiser Fatigue? The future of fundraising? Recession?

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Fundraising Funnel Fatigue I think we’re suffering from ‘FFF’

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<ul><li>Individual donor fundraising has become over-reliant on mass-market interruptive direct response techniques </li></ul><ul><li>Less tolerance of interruptive fundraising leads to falling response rates </li></ul><ul><li>Falling response rates leave us needing an ever greater volume of prospects to feed into the funnel to generate the new donor numbers we require </li></ul><ul><li>Or an increase in the ‘level’ of the interruption - from direct mail and DRTV to Face-to-Face </li></ul>Fundraising Funnel Fatigue

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Beating Fundraising Funnel Fatigue Flip the Funnel!

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Direct Debit Donor-get-donor recruitment? I My Charity

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“ 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.”* *Seth Godin. Flipping the Funnel http://www.sethgodin.com Community Fundraising 2.0

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Community Fundraising 2.0 Jenni Ware Carolee Hazzard

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Community Fundraising 2.0 Realtime, online community storytelling

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Community Fundraising 2.0

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Community Fundraising 2.0

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Community Fundraising 2.0

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Community Fundraising 2.0

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Easy to use online tools are now freely available for anyone to use to fundraise amongst their own personal networks on your behalf Community Fundraising 2.0

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But you will still need to invest in good email software to engage most effectively with them

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So, what is our role in all of this?

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Combining the enthusiasm, skills and networking experience of Community Fundraisers with the data-led discipline of Direct Marketing Community Fundraising 2.0

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Combining the enthusiasm, skills and networking experience of Community Fundraisers with the data-led discipline of Direct Marketing Community Fundraising 2.0 Contact Lists Communities Crowd Funding Campaigns FROM TO Campaign Managers Content Managers

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First, find and map your online communities From Contact Lists to Communities

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<ul><li>Learn from what people are already doing for you – through your activities or in their own online communities </li></ul><ul><li>You can invite them to take part in online discussions about future fundraising - what support they would like, etc. A great way to generate and test ideas </li></ul><ul><li>Then you can reach-out to others who might fit the profile of active online community members from your existing supporter base or through wider recruitment </li></ul>From Contact Lists to Communities Listen and Learn

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Community Fundraising 2.0 Contact Lists Communities Crowd Funding Campaigns FROM TO Campaign Managers Content Managers

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The Web 2.0 word for what Community Fundraisers have always done! From Campaigns to Crowdfunding

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http://myprojects.cancerresearchuk.org/ Charity-specific crowdfunding sites

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www.dublinsimon.ie/d2d/

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Aka Charity Crowdfunding ‘Supermarkets’ Globalgiving.com Multi-charity crowdfunding sites

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socialactions.com Crowdsourcing micro-philanthropy

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Crowdsourcing micro-philanthropy

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Community Fundraising 2.0 Contact Lists Communities Crowd Funding Campaigns FROM TO Campaign Managers Content Managers

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From Campaign Managers to Content Managers

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From Campaign Managers to Content Managers

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“ The future of fundraising is to stop interrupting what people are interested in and to become what people are interested in”

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Community Fundraising 2.0 the future of fundraising in our networked society Bryan Miller [email_address] @millbry givinginadigitalworld.org strategyrefresh.com