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Philanthropy 2.0

What We’ll Cover

• Web 1.0 & Web 2.0

• Web 2.0 Tools

o Blogs

o Social Networking

o Flickr

o YouTube

o Giving Pages

• Case Study: Apathy is Boring

• Debunking Web 2.0 Myths

• Keep in Mind

Web 1.0 and Web 2.0

Web 1.0

• The ability to disseminate information electronically: to display and promote an organization, person, or idea on the internet

• To be good at Web 1.0, your website has to have good design and content

• Web 1.0 facilitates one-way transactions

• Examples:

• traditional websites, Donate Now buttons, email newsletters, banner ads, etc.

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Web 1.0 Tips

• Solid and intuitive website design

• Website usability

• Short and simple messaging

• Compelling stories and e-newsletters

• Fresh and up-to-date information

Web 2.0

• Richer user experience

• interaction, engagement, conversation, collaboration, connections

• Encourages & allows for two-way communication

• users now being talked WITH instead of AT

• User-generated content

The Connections & Impact

CHARITY

DONOR

DONOR NETWORK

Initiates a campaignMore donors align to cause; more funds raised

Communicates in multiple ways

The Difference Between Web 1.0 & Web 2.0

Web 1.0 was about publishing and transactions.

Web 2.0 is about networks and community.

Many

Few Many

Many

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Some Web 2.0 Tools

Social Media Tools

Digg

• Social news website

• People vote on news articles

Twitter

• Micro blogging service,• 140 character limit

Second Life

• Online virtual world

• Explore using avatar

YouTube

• Video sharing website

• Free to upload and share

Flickr

• Photo sharing website

• Can comment on photos

Facebook

• Social networking website

• Suite of features

Delicious

• Social bookmarking service

• Let’s you find similar websites

WordPress

• Free blogging service

• Expansion features with fee

Blogs

• Online journals

• Keeps your message fresh and your content personal

• Supports feedback and interaction

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Blogging Tips

• The best blogs create a sense of community and commitment to a cause

• Use your blog to tell your charity’s story

• Make it personal

• Reply to comments you receive – listen and learn!

Social Networking

• The practice of expanding one’s network by making connections through individuals.

• Allows members to interact, discuss, share quickly & easily

• Powerful force for advocacy and fundraising

• Concept of networking is nothing new – it’s just now done online!

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Social Networking Tips

• Start with one tool at a time

• Be find-able!

• Remember it’s a conversation – listening is just as important as talking

• Engage, encourage, empower

• Present opportunities to take action

Flickr

• Image hosting website and online community platform

• Place to manage your charity’s photos

• Give your cause visual appeal

• Keeps your content fresh

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Flickr Tips

• Encourage people to take photos

• Tag and title strategically

• Interact with users

• Make use of the tools on Flickr

• Create a group for your specific event or contest

YouTube/Online Video Sharing

• Provides a platform for content and community

• Media outlet + social networking site

• YouTube stats:

• User base spans all geographies with age range from 18 to 55 years

• 51% of users visit weekly

• Over 300 million users worldwide

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www.youtube.com/canadahelps

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www.vimeo.com/canadahelps

YouTube Tips

• You don’t have to be Martin Scorsese

• Check out www.animoto.com to create compelling video quickly and easily!

• Keep it short and sweet

• Share your video: embed into your website/blog, email the unique URL to supporters and friends

• Connect with your viewers. Ask for feedback!

GivingPages

• Micro-giving sites

• Allows individuals to raise funds for their charity or charities of choice

• Allows charities to create a unique space to highlight specific fundraising campaigns (i.e. pledge events)

• Anyone can create and manage one

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GivingPages Tips

• Give your donors specific ideas, i.e. wedding registry, birthdays, host/hostess gifts, in memoriam

• Highlight a specific project or campaign your charity is running; and talk about IMPACT

• Run a fundraising contest through GivingPages

• Share the unique URL with your network of supporters in all your communications, e.g., email signature

The CanadaHelps Great Canadian Giving Challenge is a 4-week long competition that gets Canadians to use the power of social networking to help their favourite charity. Joining the challenge is easy.

Participants set up a CanadaHelps GivingPage between November 23rd and December 20th to raise funds for any Canadian charity. Using their existing contacts, friends and social media networks, participants promote their GivingPage and raise funds online.

The top fundraisers not only raise much needed donations for their favourite cause but can win up to an additional $5,000 for their charity.

Case Study:

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Debunking Web 2.0 Myths

“It’s expensive.”

• Basic accounts are free and really all you need!

• Free blog tools:

www.blogger.com www.wordpress.com

• “Young” is a relative term

• Almost everyone can get online!

“It’s only for young people.”

• It’s just a matter of time and practice.

• These tools are designed to be user-friendly!

“It’s hard to do.”

• Some tools may be a fad, but the concept behind Web 2.0 is not

• Social networking and engaging your donor base will never go out of style!

“It’s only a fad.”

• Focus on Web 1.0 first

• Walk before you run

“I need to do it because everyone else is.”

• Be prepared to give up some control

• Create solid messaging and trust it!

“I will lose all control.”

Keep in Mind…

It’s not as complicatedas it looks.

• Learning new things is always daunting at first

There are lots of people who can help you.

• Get creative when asking for help

• Treat it as a staff learning opportunity

Go at your own pace.

• Do what works for you

• You don’t have to do it all

You’re still building relationship and communities.

• Still building relationships with people

• Blend your offline and online communications

You don’t have to be good at the technology.

• Just be good at telling your charity’s story

Your turn