building a microphilanthropy movement
DESCRIPTION
1DollarClub.org PR agency presentationTRANSCRIPT
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Building A Movement Of
Microphilanthropy
PR Agency Briefing, March 2009
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From Wikipedia: Social Movement Definition.• Movement Definition:
Social interaction between scores of people uniting around a common goal.
• It was in communities, where people of similar goals could find each other, gather and organize, that those early social movements first appeared.
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This Is Where We Were…
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This Is Where We Are…
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This Is Our Goal…
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How Do We Plan To Get There?
• Who?– Brief Introduction to the team.– Why are we doing this?– What is our vision going forward.
• What?– Provide a genesis/history of the 1 Dollar Club.– Back to the drawing board – findings from qualitative
research focus groups.– Phase 1 and 2 – plans for phase 2.5
• How?– Build advocacy by leveraging the power of our own
social networks.– Widespread exposure in web 2.0.– Need for PR to help us reach critical mass.
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Founder Matthew Crowe’s Vision.
• The prominence of social networking sites today has brought with it a status attached to an individual’s degree of connectivity.
• Either social or professional, currently little is being done to leverage our interconnectivity as a force for good.
• Instead of philanthropic giving being only for the rich, what if we could mobilize our networks around a common cause – the notion of small charitable giving but on a large scale.
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Founder Matthew Crowe’s Vision.
• The prominence of social network sites today has brought with it a status attached to an individual’s degree of connectivity.
• Either social or professional, currently little is being done to leverage our interconnectivity as a force for good.
• Instead of philanthropic giving being only for the rich, what if we could mobilize our networks around a common cause – the notion of small charitable giving but on a large scale.
What if we could make Microphilanthropy
Mainstream?
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Matt’s Vision Became Our Mission.
Making Microphilanthropy Mainstream
=
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So How Does One Become A Microphilanthropist?
• It’s not rocket science:1. Donate 1 US Dollar.2. Select the charity(s) of your choice.3. Ask your social networks to do the same.
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Your Impact As A Microphilanthropist Is Not How Big Your Wallet Is…
Your 1 Factor is measured by how
many other microphilanthropists
are in your social network.
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We Found That Creating A Movement of Microphilanthropists Is An Iterative Process…
• In December, we conducted 4 focus groups, talking to both existing and potential donors – it was very enlightening…
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The Same Issues Kept Cropping Up.• Eradicate perceptions of an online scam
– With Internet privacy a concern, people wanted proof the site was a legitimate charity.
• Simplify– The design of the site was confusing – the interface had to be
made much more simple and intuitive.• Flexible
– Philanthropy is a very personal thing, we needed to give people the ability to choose the charity where their dollar went.
• Concrete– There was little evidence of what happened with the
donations – we had to emphasize the credentials of our partner charities and what change they are making in the world every day.
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Voila!
We now feel we are much better equipped to raise $10 million from 10 million different microphilanthropists by 2010.
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10 Million??!!!!
It sounds like a lot, but we aren’t talking a lot of donors here – it is only the populations of Minnesota
and Wisconsin combined.
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And Our Reach Goes Well Beyond The US.
We Already Have Visitors/Donors From 25 Countries.
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Blogging, Tweeting and Facebooking Are Starting To Get The Word Out…
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In Phase 2.5, We Also Plan On Creating Engaging Content That Will Go Viral.
Plans for both Facebook and iPhone applications are also in
development.
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Who Are We Targeting?
Some Of Our Dream Advocates…
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Prominent Bloggers In The Social Media/Philanthropy Space.
David Armano,Logic+Emotion
Stephen Collins,acidlabs
Peter Deitz,Social Actions Todd Cohen,
Inside PhilanthropyBeth Kanter,Non-Profit Social Media Guru
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Challenges.
• Achieving a self-sustaining critical mass of persistent advocates.
• Getting people to moving beyond admiring the concept for its novelty and actually getting people to donate.
• Crossing over from the online space into mainstream channels (TV, Press, Radio) to become a water-cooler discussion topic – increase word of mouth.
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Nothing That A Little Bit Of Elbow Grease Won’t Fix!!!
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1. DONATE TODAY
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1. DONATE TODAY
2. TELL YOUR FRIENDS
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We Can’t Do Much On Our Own…
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BUT TOGETHER, WE CAN MAKE MICROPHILANTHROPY
MAINSTREAM
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THANK [email protected]