fundchange koodonation-artez 02152012
DESCRIPTION
Social Media Week 2012 Toronto WorkshopTRANSCRIPT
Social Media, Crowdfunding & Micrvolunteering Paul Dombowsky – Claire Kerr – Jennifer Robertson
Time: 8:30 to 10:30 Speakers: Paul Dombowsky
Founder and ceo of Ideavibes / Fundchange Claire Kerr – Artez InteracKve
Jennifer Robertson – Koodo / KoodonaKon
Workshop Overview
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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
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Social Media
Claire Kerr Artez InteracKve
Social Media, Fundraising … and all that good stuff!
@snoWorprofit
hXp://ca.linkedin.com/clairetoronto
www.artez.com
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.
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.
Over 50% of Canadians maintain at least one social networking profile.
Canadians & Social Media
62% of online Canadians aged 35 to 54 have a social profile.
Women are more likely than men to visit social networking sites
more than once a day.
Canadians & Social Media
Networks showing rapid growth in Canada …. TwiCer – 19% LinkedIN – 14%
Canadians & Social Media
Hey, don’t forget Google+ …
Were you expec9ng a Pinterest-‐free zone?
Sorry!
86% of Canadian social networkers are on Facebook!
Canadians & Social Media
Did You Know… Of the over 500 million people on Facebook, more than 250 million access it through a mobile device!
The introducKon of the Like BuXon
increased referred traffic to blogs by 50%
Facebook Open Graph Apps for Timeline
● Yours?
Facebook: A top referrer to our donaKon pages.
Yours?
Facebook: A top referrer to our donaKon pages.
Yours?
12% facebook
2% mobile facebook
How are chari9es using social media?
92% of the “Top 50” nonprofits in America have at least one social media presence on their homepage.
How are chari9es using social media?
Most surveyed believe social media is an effecKve channel.
Industry's a]tude towards social media
Antudes are performance-‐based. The majority have accomplished a major goal using social media.
Social Media & Fundraising Myths ...
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.
A small channel The majority of nonprofits are raising $0 -‐ $1000 on Facebook.
80% raised $0 from YouTube, LinkedIn, Flickr.
Pu]ng It In Perspec9ve ….
0
50
100
All Fundraising Online
10-‐14%
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.
PosiKve news ….
Online donaKon is the fastest growing giving channel. Direct mail = $1.25 Online donor = $0.07
Chari9es Deploy Social Media Two Ways
External Internal
Third Party Fundraisers
Groups Individuals
Externally
External use of social media
Supporters sharing
your cause
Partner Sponsored Campaigns
Corpora9ons Celebri9es
Externally
●
For every X we will Y up to Z
“Five Facebook Giving Campaign Success Stories”
Four of the five success stories were corporate sponsored!
Internal Use of Social Media
http://bit.ly/artezmobile
Integrate ExisKng Campaigns
Internally
IntegraKon with offline events
Internally
ParKcipants using social media in fundraising events raise more money on average than
parKcipants that do not.
40% more
Wondering about ge]ng started?
Good metrics…
Over Kme?
Which acKons happen from traffic referred by
which channels?
Make conversion your goal
3% to 6%
Use your email networks
Average charity has 1000 email addresses for every
110 Facebook fans…
Drive conversion to acKon
Take advantage of offline events
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
What’s Trending?
Social Login
77% of social media users prefer social login
to tradiKonal registraKon.
Mobile Awareness Smartphones sales now surpass
computer sales globally.
HUGE!
The hidden mobile channel?
Your supporters are reading your appeals on their mobile devices.
They’ve been doing it for a while now…
The visible mobile channel
10% of traffic to our donaKon pages is from
mobile devices…
Mobile web
Mobile apps
The visible mobile channel
How are you addressing your mobile audience…?
• Your social audience • Mobile payments • Content creaKon • Leverage mobile opKmized plaWorms
GamificaKon
Online Video
Partnership Experiments
Social media means … Everyone is now a spokesperson for your organizaKon.
Build a social media policy
www.SocialMediaGovernance.com
One size doesn’t fit all
@snoWorprofit
hXp://ca.linkedin.com/clairetoronto
www.artez.com
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Koodonation
Jennifer Robertson Koodo
KoodonationTM
What is Koodonation?
An Online Hub Canada’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-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.
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.
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!
Crowdsourced Anyone 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 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.
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. - 88 online stories! - 14 print stories! - 9 radio segments! - 2 TV segments!
Over 2,807 microvolunteers have already registered on the site, and
the number grows everyday!
131 challenges have been completed to date by the
microvolunteers.
Ushering in a new way of volunteering.
Over 167 non-profits are
members of the community.
koodonation.com
Webinar http://youtu.be/oQzQUGuuahA
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Crowdfunding
Paul Dombowsky Ideavibes -‐ Fundchange
• 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
Crowdfunding - What do you need?
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Donor Generations
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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
Where Donors are Giving
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0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Checkout DonaKon Fundraising Event
Tribute Gix Charity Gix Shop
Online via Website Mailed Gix
Monthly Debit In Lieu of Gix
Phone Third Party Vendor
SMS Social Network Site
“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).”
Online Giving
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Who is your crowd?
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Donors
Prospects
Event AXendees
Mailing Lists
Donors’ Network
Prospects’ Network
Event AXendees’ 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 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
No restricKons on who posts projects or the type of projects. Costs: 4% Fee on money raised Unmet goals = 9% Not ‘all or nothing’
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Examples: SponsorMe (UK)
No restricKons on who posts projects or the type of projects. Funding is All or nothing Costs: 3% Fee on money raised
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Examples: Please Fund Us (UK)
Post Promote Fund Report
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Examples: Crowdrise (US only)
Post Promote Share Search/Filter Fund Receipt Report Costs: $99 + hst to join
includes 2 posKngs 3.9% processing fee
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Examples: Fundchange (Canada only)
54 projects posted
$55,006 in project funding from 233 funders
TELUS matching $50,000 $105,006 Total Impact
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Fundchange 11 Month Report Cart
• 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
What We’ve Learned
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• 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
Year 2 – What’s Ahead
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• 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
Benefits & Challenges
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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.
Integrating Crowdfunding into Your Organization
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• 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
Resoruces
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