calgary workshop - social media, fundchange and koodonation
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Social Media, Crowdfunding andMicrovolunteering for Charities and Non-
ProfitsPresented by Paul Dombowsky
April 25, 2012
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April 25, 2012
Today’s Hashtag
#CalgaryFCwkshop
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TODAY’S AGENDA• Introduction to Workshop
• Social Media for Charities and Non-Profits
• Crowdfunding for Charities and Non-Profits
• Microvolunteering
• Closing Remarks
• Door Prize Draw
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WelcomeWhy you’re here…
Today’s workshop will look at: • Social media and its impact on fundraising and volunteer recruitment efforts• Crowdsourcing and Crowdfunding - what are they and how can you use them• Fundchange.com - what is it, how can you participate, and lessons from our first year• Koodonation.com - what is it and how can you take advantage of its community of
microvolunteers• Crowdfunding / project based fundraising – opportunities and things to watch for• Options for engaging a new generation of donors
• AND – provide an opportunity to hear from you
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Welcome
Koodonation is the first ever Canadian online microvolunteering community. Koodonation has been launched and operates as a charitable, not-for-profit initiative by Koodo Mobile
Fundchange is one of Canada’s first crowdfunding sites for charities, non-profits and arts groups to fund change in our communities - one project at a time.
Ideavibes has developed a hosted crowd engagement platform that allows organizations to run crowdsourcing or crowdfunding initiatives or campaigns on their own website.
Social Media
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Why engage in social media?
• Your donors & supporters are there.• Your sponsors & media contacts use this tool.• An additional channel for brand extension.• Competing organizations may acquire market share in your
space.
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Digital communications tools to leverage the “real time” web.
• Facebook: The most popular social network• Twitter: “Micro-blogging” tool• Blogging: Platforms like Wordpress, Tumblr, Blogger• LinkedIN: Groups & pages for professionals
Foursquare: Geo-location tool• YouTube: Canada is online video's largest market!• Pinterest: Virtual Pinboard that lets you organize and share
the things of interest to you on the web. • Google+: Social networking tool (#2?)
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Over 50% of Canadians maintain at least one social networking profile.
62% of online Canadians aged 35 to 54 have a social profile.
Canadians & Social Media
Networks showing rapid growth in Canada ….
Twitter – 19%LinkedIN – 14%
Canadians & Social Media
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Canadians & Social Media
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Women over 55 fastest growing Facebook group – quarterly increase of 175%
Women are more likely than men to visit social networking sites more than once a day.
86% of Canadian social networkers are on Facebook!
Canadians & Social Media
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Did You Know…Of the over 500 million people on Facebook, more than 250 million access it through a mobile device!
Did You Know…The introduction of the Like Button increased referred traffic to blogs by 50%
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Facebook Timeline
• Introduced in 03/12• Engaging cover image• Pin posts to keep them at
the top for up to 7 days• Highlighting stretches
your posts to the width of your timeline
• Draw attention to content
• See snapshots of activity in Admin Panel
• Add historical content – when your organization was created, major milestones so your timeline reflects actual history and not Facebook history
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How are charities using social media?
92% of the “Top 50” nonprofits in the US have at least one social media presence on their homepage.
Most surveyed believe social media is an effective channel.
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How are charities using social media?
Attitudes are performance-based.
The majority haveaccomplished a majorgoal using social media.
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Industry's attitude towards social media
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Social Media & Fundraising Myths ...
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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.
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Be Mindful of Where Funds Come From
Only 2.4% of non-profits were able to raise over $10k on Facebook(2010 Forrester)
80% raised $0 from YouTube, LinkedIn, Flickr.
Online is currently 10-14% of all fundraising
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Online activists are seven times more likely to donate, compared with supporters who did not previously take an online action for a cause.
Positive News
Online donation is the fastest growing giving channel and is least expensive.Direct Mail - cost to raise $1.00 from NEW donor $1.25Online – cost is $0.07
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Example 1
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Example 2
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Good Metrics
Which actions happen from traffic referred by which channels? Track online and offline.Track over time as well.
3% to 6%
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Conversion is Your Goal
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Email Networks Important
Average charity has 1000 email addresses for every 110 Facebook fans…
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Drive Conversion to Action
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Email to Twitter to Event
Create consistent calls of action Prioritization of programs & objectives Avoid getting distracted by shiny objects Follow a planned editorial calendar as with DM
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Best Practices
What is Trending?
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1. Social Login
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77% of social media users prefer social login to traditional registration.
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2. The Mobile Channel
Your supporters are reading your appeals on their mobile devices.
They’ve been doing it for a while now…
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Mobile Web
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Mobile Apps
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3. Gamification
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1. Build a Social Media Policywww.SocialMediaGovernance.com
2. Create a Social Media Calendar to organize activity3. Remember your Brand4. Decide how you speak through social media
One Common VoiceIndividual Voices
5. Building Community with compelling content leads todonations
6. Tap into the power of the crowd – make it easy for sharing and peer-to-peer activity to happen
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Social Media Top 6 Tips
Microvolunteering
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KoodonationTM
What is Koodonation?
An Online HubCanada’s first, entirely online
microvolunteering community.
Supports the work of not-for-profit organizations.
Encourages community engagement.
Provides an alternative way to volunteer, perfect for the online generation.
What is Microvolunteering?
Network-managedA 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.
Bite-sizedTasks 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.
ConvenientIt’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!
CrowdsourcedAnyone and everyone across the country can help.
Some Examples.
The Launch of Microvolunteering.
Microvolunteering was pioneered by The Extraordinaries. They launched Sparked.com in July of 2008.
TedxNASA – Ben Rigby – Microvolunteering – Giving Back for Busy People
(Crowdsourcing + Volunteering) * Online
Innovative combination allowing busy people to give back.=
How it works.
Individuals join Koodonation as
microvolunteers.
Not-for-profit org. register to Koodonation as non-profits .
The non-profits post challenges.
Microvolunteers then contribute to the challenges that correspond to their skills and interests.
What makes a good challenge?
… not-for-profit organizations?
- A low-maintenance way to get work done by a huge pool of talented volunteers; - A unique opportunity to save money by getting work done for free.
- A way to raise awareness of your cause with many new supporters.
- Convenient and simple to use.
What’s in it for…
… for volunteers?
- Makes it easy for busy people to fit volunteerism into their schedule.
- Is an entirely online form of volunteering that allows volunteers to lend their skills whenever and wherever they have time.
- Makes volunteering simple with no requirements for travel.
- Offers volunteers a way to contribute in areas that are of most interest to them.
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Getting started
Getting started.
Step 1
Create an account.
Step 2
Post a challenge.
Step 3
Collect your results.
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How it works
Once a challenge is up, the community takes over and posts answers to help solve the challenge.
Microvolunteers are free to respond to any challenge that interests them and matches their skills.
And they can do it any time, anywhere.
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’!
It’s a two-way conversation.
BTW, microvolunteers love getting feedback from the non-profits who post the challenges.
And once a challenge closes, don’t forget to thank your microvolunteers!
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So, is it working?
Our Launch, with the Koodonation Challenge.
Koodonation was officially launched on October 13th, with the Koodonation Challenge.
Celebrities acted as judges and Koodonation AmbassadorsMTV 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.
Winners of the Koodonation Challenge
Durham students were awarded a $20,000 contribution for the charity of their choice, The Grandview Children's Centre.
Great interest from the community.- 94 online stories! - 16 print stories! - 9 radio segments! - 2 TV segments!
Over 3,206 microvolunteers have already registered on the site, and
the number grows everyday!
172 challenges have been completed to date by the
microvolunteers.
Ushering in a new way of volunteering.
Over 220 non-profits are members of the community.
Crowdfunding
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What is Crowdfunding?So many definitions …
According to Wikipedia – crowdfunding describes the collective cooperation, attention and trust by people who network and pool their money and other resources together, usually via the Internet, to support efforts initiated by other people or organizations. Crowd funding occurs for any variety of purposes,[1] from disaster relief to citizen journalism to artists seeking support from fans, to political campaigns, to funding a startup company, movie [2] or small business[3] or creating free software.
Crowdfunding is Crowdsourcing for $
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What is Fundchange?
Fundchange is a crowdfunding initiative brought to you by Ideavibes and sponsored by TELUS. The site is powered by a socially innovative web application by Ideavibes designed to tap into the wisdom and generosity of the crowd to raise funds for Canadian charities to make change happen one project at a time.
Fundchange is crowdfunding for CDN Charities & NFPs
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Crowdfunding - What do you need?
• A crowd• Business challenge / problem / question you want answered –
ideas• A process and tool for engagement• Trust and commitment in your crowd to take action• Key performance indicators – what does success look like?• Proof of action – your crowd wants to see what happened
Fundchange is facilitating the activity of the crowd – and building a crowd
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The Year Behind
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The Year Ahead
• More workshops – these continue to be popular • Grow corporate sponsorship for Fundchange• Work with cities and large organizations to create their own
Fundchange initiatives• IE. City of Chicago could have a city specific site for local
charitiesand non-profits
• Exploring how to help social enterprises
Fundchange is working to build its funder base and awareness
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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 actively build a crowd
• A challenge for organizations new to social media• It’s the free market at work
• It’s the free market at work• Build stickiness to the project
• Need to pay attention to write-up to inspire funders & actively promote
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Integrating Crowdfunding into Your Organization
• Crowdfunding success comes quickest to organizations that are social –media-aware and engaged. If your organization is not yet social media-enabled, it will take time 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 organization 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.
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Donor Generations
Millennials (born ’91 and after) - ?
Gen Y (born ’81-’91) – Average Donation $325
Gen X (born ’65-’80) – Average Donation $549
Boomers (born ’46-’64) – Average Donation $725
Civics (born ’45 or earlier) – Average Donation $833
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Where Donors Are Giving
Checkout DonationFundraising Event
Tribute GiftCharity Gift Shop
Online via WebsiteMailed Gift
Monthly DebitIn Lieu of Gift
PhoneThird Party Vendor
SMSSocial Network Site
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
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Online Giving
“Fundraising Trends and Challenges in the Canadian Direct Marketing Sector”- a research paper from 2009 by Cornerstone Group of Companies shows:
Donors who make their first gift to an organization online as opposed to via direct mail have a much higher average gift $73 vs. $36
There are now more than 4 times the number of new donors, per organization, from online initiatives than 5 years ago (9M to 40M).”
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Who is your Crowd?
Donors
Prospects
Event Attendees
Mailing Lists
Donors’ Network
Prospects’ Network
Event Attendees’ Network
Mailing List’s Network
The crowd you know The crowd you don’t know
Social Media Makes the Connection
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Projects or Doable Asks
• Easier for many people to wrap their head around a smaller project as opposed to a ‘cure’ or a ‘hospital wing’
• Examples:• Piece of medical equipment• Stream revitalization• Education program• Conference attendance• Sports equipment for a couple kids
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Example: Fundchange – Canada OnlyNot ‘all or nothing’ – after 21 days a project can be removed
Costs:$99 + hst to join
includes 2 postings3.9% processing fee
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No restrictions on who posts projects or the type of projects.
Funding is all or nothing
Costs:3% Fee on money raised
Example: SPONSUME - UK
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No restrictions on who posts projects or the type of projects.
Funding is all or nothing
Costs:3% Fee on money raised
Example: Please Fund Us (UK)
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Example: CrowdRise (US)
No restrictions on who posts projects or the type of projects.
Funding is all or nothing
Costs:3% Fee on money raised
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Resources
• Donor stats, etc. came from “The Next Generation 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
Marketing Sector”, a research paper released in 2009 by Cornerstone Group of Companies
• Crowdfunding Whitepapers at www.ideavibes.com
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Announcement #1!Fundchange TELUS Matching Campaign - April 2012
Fundchange and TELUS are celebrating the one year anniversary of Fundchange with a Spring Matching Campaign targeted at new members – especially from the west.
• First two new projects to get fully funded on Fundchange in the month of May, will receive up to $5000 in matching funds from TELUS
• Total funding by TELUS: $10,000
• Organizations that have received matching funds from TELUS before arenot eligible.
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Announcement #2!Receive New E-book on Social Media for you and your crowd
• Fundchange and Social Media Educator,Rebecca Coleman have teamed up to provideall workshop attendees and new organizationsthat join Fundchange the new eBook"Social Media for Charities and Non-Profits”
• Purchase for $11.95 here:http://www.rebeccacoleman.ca/nfp_e-book/
THANK YOU!
SLIDES WILL BE ON SLIDESHARE SHORTLY
Paul DombowskyFundchange | [email protected]@fundchange
Jennifer [email protected]@koodo