Social Media Week 2012 Toronto Workshop

1. Social Media, Crowdfunding &
Micrvolunteering
Paul
Dombowsky
–
Claire
Kerr
–
Jennifer
Robertson

2. Workshop Overview
Time:
8:30
to
10:30
Speakers:
Paul
Dombowsky
Founder
and
ceo
of
Ideavibes
/
Fundchange
Claire
Kerr
–
Artez
InteracKve
Jennifer
Robertson
–
Koodo
/
KoodonaKon
2

3. Introduction
One
of
Canada’s
first
crowdfunding
sites
for
chariKes,
non-­‐profits
and
arts
groups
to
fund
change
in
our
communiKes
-­‐
one
project
at
a
Kme.
KoodonaKon
is
the
first
ever
Canadian
online
microvolunteering
community.
KoodonaKon
has
been
launched
and
operates
as
a
charitable,
not-­‐for-­‐profit
iniKaKve
by
Koodo
Mobile
3

4. Social Media
Claire
Kerr
Artez
InteracKve
4

5. Social
Media,
Fundraising
…
and
all
that
good
stuff!

6.
@snoWorprofit
www.artez.com
hXp://ca.linkedin.com/clairetoronto

8. Why
engage
in
social
media?
l
Your
donors
&
supporters
are
there.
l
Your
sponsors
&
media
contacts
use
this
tool.
l
An
addiKonal
channel
for
brand
extension.
l
CompeKng
organizaKons
may
acquire
market
share
in
your
space.

9. Defini9ons:
What's
social
media?
Facebook:
The
most
popular
social
network
TwiCer:
“Micro-­‐blogging”
tool
Blogging:
PlaWorms
like
Wordpress,
Tumblr,
Blogger
LinkedIN:
Groups
&
pages
for
professionals
Foursquare:
Geo-­‐locaKon
tool
YouTube:
Canada
is
online
video's
largest
market!
Digital
communicaKons
tools
to
leverage
the
“real
Kme”
web.

10. Canadians
&
Social
Media
Over
50%
of
Canadians
maintain
at
least
one
social
networking
profile.
62%
of
online
Canadians
aged
35
to
54
have
a
social
profile.

11. Canadians
&
Social
Media
Women
are
more
likely
than
men
to
visit
social
networking
sites
more
than
once
a
day.

12. Canadians
&
Social
Media
Networks
showing
rapid
growth
in
Canada
….
TwiCer
–
19%
LinkedIN
–
14%

13. Hey,
don’t
forget
Google+
…

14. Were
you
expec9ng
a
Pinterest-­‐free
zone?
Sorry!

15. Canadians
&
Social
Media
86%
of
Canadian
social
networkers
are
on
Facebook!
Did
You
Know…
Of
the
over
500
million
people
on
Facebook,
more
than
250
million
access
it
through
a
mobile
device!

16. The
introducKon
of
the
Like
BuXon
increased
referred
traffic
to
blogs
by
50%

17. Facebook
Open
Graph
Apps
for
Timeline

18. Facebook:
A
top
referrer
to
our
donaKon
pages.
● Yours?
Yours?

19. 12%
facebook
2%
mobile
facebook
Facebook:
A
top
referrer
to
our
donaKon
pages.
Yours?

20. How
are
chari9es
using
social
media?
92%
of
the
“Top
50”
nonprofits
in
America
have
at
least
one
social
media
presence
on
their
homepage.

21. How
are
chari9es
using
social
media?
Most
surveyed
believe
social
media
is
an
effecKve
channel.

22. Industry's
a]tude
towards
social
media
Antudes
are
performance-­‐based.
The
majority
have
accomplished
a
major
goal
using
social
media.

23. Social
Media
&
Fundraising
Myths
...

24. Social
Media
&
Fundraising
Reality
...
70% of charities raising over $100k have
budgets of $5 million or more.
Only 0.4% of organizations raised over
$100k through Facebook.

25. A
small
channel
The
majority
of
nonprofits
are
raising
$0
-­‐
$1000
on
Facebook.
80%
raised
$0
from
YouTube,
LinkedIn,
Flickr.

26. Pu]ng
It
In
Perspec9ve
….
100
10-­‐14%
50
0
All
Fundraising
Online

27. PosiKve
news
….
Online
acKvists
are
seven
9mes
more
likely
to
donate,
compared
with
supporters
who
did
not
previously
take
an
online
acKon
for
a
cause.

28. PosiKve
news
….
Online
donaKon
is
the
fastest
growing
giving
channel.
Direct
mail
=
$1.25
Online
donor
=
$0.07

29. Chari9es
Deploy
Social
Media
Two
Ways
External
Internal

30. Third
Party
Fundraisers
Groups
Individuals
Externally

32. External
use
of
social
media
Supporters
sharing
your
cause

33. Partner
Sponsored
Campaigns
Corpora9ons
Celebri9es
Externally

34. For
every
X
we
will
Y
up
to
Z
●

35. “Five
Facebook
Giving
Campaign
Success
Stories”
Four
of
the
five
success
stories
were
corporate
sponsored!

39. Internal
Use
of
Social
Media

41. Integrate
ExisKng
Campaigns
http://bit.ly/artezmobile
Internally

44. IntegraKon
with
offline
events
Internally

45. ParKcipants
using
social
media
in
fundraising
events
raise
more
money
on
average
than
parKcipants
that
do
not.
40%
more

49. Wondering
about
ge]ng
started?

50. Good
metrics…
Which
acKons
happen
from
traffic
referred
by
which
channels?
Over
Kme?

52. Make
conversion
your
goal
3%
to
6%

53. Use
your
email
networks
Average
charity
has
1000
email
addresses
for
every
110
Facebook
fans…

54. Drive
conversion
to
acKon

56. Take
advantage
of
offline
events

58. Create
Consistent
Calls
To
AcKon
l
PrioriKzaKon
of
programs
&
objec9ves
l
Avoid
ge]ng
distracted
by
shiny
objects
l
Follow
a
planned
editorial
calendar
as
with
DM

60. What’s
Trending?

61. Social
Login

66. 77%
of
social
media
users
prefer
social
login
to
tradiKonal
registraKon.

67. Mobile
Awareness
Smartphones
sales
now
surpass
computer
sales
globally.
HUGE!

68. The
hidden
mobile
channel?
Your
supporters
are
reading
your
appeals
on
their
mobile
devices.
They’ve
been
doing
it
for
a
while
now…

69. The
visible
mobile
channel
10%
of
traffic
to
our
donaKon
pages
is
from
mobile
devices…

70. Mobile
web

71. Mobile
apps

72. The
visible
mobile
channel
How
are
you
addressing
your
mobile
audience…?
•
Your
social
audience
•
Mobile
payments
•
Content
creaKon
•
Leverage
mobile
opKmized
plaWorms

73. GamificaKon

78. Online
Video

81. Partnership
Experiments

84. Social
media
means
…
Everyone
is
now
a
spokesperson
for
your
organizaKon.

85. Build
a
social
media
policy
www.SocialMediaGovernance.com

86. One
size
doesn’t
fit
all

87.
@snoWorprofit
www.artez.com
hXp://ca.linkedin.com/clairetoronto

88. Koodonation
Jennifer
Robertson
Koodo
74

89. Koodonation TM

90. What is Koodonation?
An Online Hub
Canada’s first, entirely online
microvolunteering
community.
Supports the work of not-for-profit
organizations.
Provides an alternative way to volunteer,
perfect for the online generation.
Encourages community engagement.

91. What is Microvolunteering?
Bite-sized
Tasks from the non-profits are broken into small-ish pieces, so
they’re quick and easy to solve for the microvolunteer, yet helpful
for the non-profit.
Crowdsourced
Anyone and everyone across the country can help.
Convenient
It’s online volunteerism that fits into the individual’s schedule. And it’s all
done online so individuals can also volunteer from anywhere – even
their couch!
Network-managed
A non-profit staffer posts tasks (online challenges) to the site. And as microvolunteers post
all of their ideas and responses, the community provides added value in rating the responses
and helping non-profits decide which solutions are best.

92. Some Examples.

93. The Launch of Microvolunteering.
Microvolunteering was pioneered by The Extraordinaries.
They launched Sparked.com in July of 2008.
(Crowdsourcing + Volunteering) * Online
=
Innovative combination allowing busy people to give back.
TedxNASA – Ben Rigby – Microvolunteering – Giving Back for Busy People

94. How it works.
Individuals join Not-for-profit org.
Koodonation as register to Koodonation
microvolunteers. as non-profits .
The non-profits post challenges.
Microvolunteers then contribute to the challenges that
correspond to their skills and interests.

95. What makes a good challenge?

96. What’s in it for…
… not-for-profit organizations? … for volunteers?
- A low-maintenance way to get work - Makes it easy for busy people to fit
done by a huge pool of talented volunteerism into their schedule.
volunteers;
- Is an entirely online form of
- A unique opportunity to save money volunteering that allows volunteers to
by getting work done for free. lend their skills whenever and
wherever they have time.
- A way to raise awareness of your
cause with many new supporters. - Makes volunteering simple with no
requirements for travel.
- Convenient and simple to use.
- Offers volunteers a way to contribute
in areas that are of most interest to
them.

97. Getting started
97

98. Getting started.
Step 1
Create an account.
Step 2
Post a challenge.
Step 3
Collect your results.

99. How it works
99

100. Once a challenge is up, the
community takes over and
posts answers to help
solve the challenge.

101. Microvolunteers are free
to respond to any
challenge that interests
them and matches their
skills.
And they can do it any
time, anywhere.

102. The responses are posted on
the wall of each challenge for
all to see and collaborate on.
Anyone who feels a microvolunteer
gave a really good answer can give
that person a ‘Thumbs up’!

103. It’s a two-way conversation.
BTW, microvolunteers love getting
feedback from the non-profits who
post the challenges.

104. And once a challenge
closes, don’t forget to thank
your microvolunteers!

105. So, is it working?
105

106. Our Launch, with the
Koodonation Challenge.
Koodonation was officially launched on October 13th, with the Koodonation
Challenge.
Celebrities acted as judges and Koodonation Ambassadors
MTV Live Co-host Sheena Snively, Jeremy Taggert from Our Lady Peace, Daniel Johnson
from Stereos, Toronto Argonaut Mike Bradwell, and leading Canadian Blogger Casie Stewart.

107. Winners of the
Koodonation Challenge
Durham students were awarded a $20,000 contribution for the charity of their
choice, The Grandview Children's Centre.

108. Great interest from the
community.
- 88 online stories!
- 14 print stories!
- 9 radio segments!
- 2 TV segments!

109. Ushering in
a new way of volunteering.
Over 2,807 microvolunteers have
already registered on the site, and
the number grows everyday!
Over 167 non-profits are
members of the community.
131 challenges have been
completed to date by the
microvolunteers.

110. koodonation.com
Webinar
http://youtu.be/oQzQUGuuahA

111. Crowdfunding
Paul
Dombowsky
Ideavibes
-­‐
Fundchange
91

112. Crowdfunding - What do you need?
•
A
crowd
•
Business
challenge
/
problem
/
quesKon
you
want
answered
–
ideas
•
A
process
and
tool
for
engagement
•
Trust
and
commitment
in
your
crowd
to
take
acKon
•
Key
performance
indicators
–
what
does
success
look
like?
•
Proof
of
acKon
–
your
crowd
wants
to
see
what
happened
92

113. Donor Generations
Millennials
(born
’91
and
axer)
-­‐
?
Gen
Y
(born
’81-­‐’91)
–
Average
DonaKon
$325
Gen
X
(born
’65-­‐’80)
–
Average
DonaKon
$549
Boomers
(born
’46-­‐’64)
–
Average
DonaKon
$725
Civics
(born
’45
or
earlier)
–
Average
DonaKon
$833
93

114. Where Donors are Giving
Social
Network
Site
SMS
Third
Party
Vendor
Phone
In
Lieu
of
Gix
Monthly
Debit
Mailed
Gix
Online
via
Website
Charity
Gix
Shop
Tribute
Gix
Fundraising
Event
Checkout
DonaKon
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
94

115. Online Giving
“Fundraising
Trends
and
Challenges
in
the
Canadian
Direct
MarkeKng
Sector”-­‐
a
research
paper
from
2009
by
Cornerstone
Group
of
Companies
shows:
• Donors
who
make
their
first
gix
to
an
organizaKon
online
as
opposed
to
via
direct
mail
have
a
much
higher
average
gix
$73
vs.
$36
• There
are
now
more
than
4
Kmes
the
number
of
new
donors,
per
organizaKon,
from
online
iniKaKves
than
5
years
ago
(9M
to
40M).”
95

116. Who is your crowd?
The
crowd
you
know
The
crowd
you
don’t
know
Donors
Donors’
Network
Prospects
Prospects’
Network
Event
AXendees
Event
AXendees’
Network
Mailing
Lists
Mailing
List’s
Network
Social Media Makes
the Connection
96

117. Projects or Doable Asks
• Easier
for
most
people
to
wrap
their
head
around
a
smaller
project
as
opposed
to
a
‘cure’
or
a
‘hospital
wing’
• Examples:
• Piece
of
medical
equipment
• Stream
revitalizaKon
• EducaKon
program
• Conference
aXendance
• Sports
equipment
for
a
couple
kids
97

118. Examples: SponsorMe (UK)
No
restricKons
on
who
posts
projects
or
the
type
of
projects.
Costs:
4%
Fee
on
money
raised
Unmet
goals
=
9%
Not
‘all
or
nothing’
98

119. Examples: Please Fund Us (UK)
No
restricKons
on
who
posts
projects
or
the
type
of
projects.
Funding
is
All
or
nothing
Costs:
3%
Fee
on
money
raised
99

120. Examples: Crowdrise (US only)
Post
Promote
Fund
Report
100

121. Examples: Fundchange (Canada only)
Post
Promote
Share
Search/Filter
Fund
Receipt
Report
Costs:
$99
+
hst
to
join
includes
2
posKngs
3.9%
processing
fee
101

122. Fundchange 11 Month Report Cart
54
projects
posted
$55,006
in
project
funding
from
233
funders
TELUS
matching
$50,000
$105,006
Total
Impact
102

123. What We’ve Learned
•
83%
of
new
funders
come
from
TwiXer
or
Facebook
•
Average
amount
of
funding
is
$190.00
•
100%
of
projects
have
received
funds
from
new
funders
•
100%
of
projects
are
funded
by
funders
that
came
to
the
project
through
social
media
103

124. Year 2 – What’s Ahead
• More
workshops
–
these
conKnue
to
be
popular
• Grow
corporate
sponsorship
for
Fundchange
• Work
with
ciKes
and
large
organizaKons
to
create
their
own
Fundchange
iniKaKves
• IE.
City
of
Chicago
could
have
a
city
specific
site
for
local
chariKes
and
non-­‐profits
• Exploring
how
to
help
social
enterprises
104

125. Benefits & Challenges
•
It’s
social
–
the
crowd
promotes
projects
it
likes
•
It’s
social
–
the
crowd
won’t
promote
projects
that
aren’t
shareable
•
Success
comes
to
those
that
acKvely
build
a
crowd
•
A
challenge
for
organizaKons
new
to
social
media
•
It’s
the
free
market
at
work
•
It’s
the
free
market
at
work
•
Build
sKckiness
to
the
project
•
Need
to
pay
aXenKon
to
write-­‐up
to
inspire
funders
105

126. Integrating Crowdfunding into Your Organization
Things
to
keep
in
mind:
• Crowdfunding
success
comes
quickest
to
organizaKons
that
are
social
–
media-­‐aware
and
engaged.
If
your
organizaKon
is
not
yet
social
media-­‐
enabled,
it
will
take
Kme
and
human
and
financial
resources
to
do
so.
• Because
your
efforts
are
only
as
good
as
the
crowd
you
are
able
to
mobilize
to
your
cause,
it
makes
sense
that
your
organizaKon
strategically
manages
and
promotes
its
brand
online.
• Make
sure
your
target
audience
is
online
and
will
give
online
• If
you
opt
to
post
your
projects
on
established
crowdfunding
sites,
do
your
homework
–
be
careful
of
the
company
you
keep.
106

127. Resoruces
• Donor
stats,
etc.
came
from
“The
Next
GeneraKon
of
Canadian
Giving”
–
Nov.
2010
–
by
Vinay
Bhagat,
et
al
• “The
Wisdom
of
Crowds”
–
book
by
James
Surowiecki
• “Crowdsourcing”
–
book
by
Jeff
Howe
• “Fundraising
Trends
and
Challenges
in
the
Canadian
Direct
MarkeKng
Sector”,
a
research
paper
released
in
2009
by
Cornerstone
Group
of
Companies
• Crowdfunding
Whitepaper
at
www.ideavibes.com
107

128. Thank you – Questions?
Paul
Dombowsky
|
613.878.1681
|
paul@fundchange.com