GIVENGAIN: Social Media & Social Enterprise - A Case Study

Colin  Habberton  Tsiba  Guest  Lecture  Cape  Town  27  August  2012  

AFRICA: An Introduction 'Cradle of Mankind' •  56 Countries •  2nd largest continent •  2nd most populous •  Covers 20% of land area •  Over 1 billion people •  15% of world population •  Colonial history •  Comprehensive diversity •  Rising economic growth

rate: 5.5% for 2011 Source: http://en.wikipedia.org/wiki/Africa

AFRICA & ICT: Some Stats…

AFRICA & ICT: Some Stats…

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Social Media

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The Learning Age • ‘Learning  Age’?  • Social  Networks  • 750  million  users  • 700  billion  minutes  • 300,000  Volunteers  • 70  Languages  • 1  FuncGonal  Language  • Sharing  x  130+  • ‘Followers’  • ‘Friends’  

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The Web: The World We live in

•  3  million  donors  made  a  total  of  6.5  million  donaGons  online    •  DonaGons  for  the  campaign  totalled  more  than  $770  million    •  Of  those  6.5  million  donaGons,  6  million  were  $100  or  less    •  The  average  online  donaGon  was  $80  •  The  average  donor  gave  more  than  once

The Hope

•  US  represents  more  than  ½  the  global  online  philanthropic  market  

•  Globally  more  than  $40  billion  in  online  donaGons  and  growing  •  Over  ZAR  300  billion  per  year  •  New  world  •  No  boundaries,  no  limits  

Fundraising in the Digital Age Es1mates  in:    •  2001  =  $550  Million  •  2003  =  $1.9  Billion  •  2005=  $4.53  Billion  •  2006=  $6.87  Billion  •  2007  =  $10.44  Billion  •  2008  =  $14.64  Billion  •  2009  =  $15.48  Billion  •  2010  =  $17.65  Billion  •   2011  =  $  20.29  Billion  

Source:  tedhart.com  and  Harvard  University  IniGaGve  on  Social  Enterprise    &  Network  for  Good  

 

•  GivenGain  FoundaGon  •  Established  in  2001  •  Currently  serving  over  740  nonprofits  in  25  Countries  •  Processed  over  USD  50  million  to  over  3000  projects  •  Community  of  over  60  000  donors  •  Training  &  support  •  DonaGon  processing  •  Local  focus  with  zero  barriers  &  global  reach  •  Development  team  •  Offices  in  Switzerland,  South  Africa  &  UK  

GivenGain

Features Online  publishing  

Payment  processing  

Donor  management  

Integrated  communicaGon  

The GivenGain Platform

GivenGain 2005

GivenGain 2008

GivenGain 2009

GivenGain 2010

GivenGain 2012

Causes

ACTIVISTS: The Past

ACTIVISTS: The Present

ACTIVISTS & INSIGHTS: The Cause GreenPop & The ‘Treevolution’ •  3500+ Trees planted in 2 years •  Community upliftment •  Certificates & co-ordinates •  African expansion: Zambia Key Success Factors •  Inspirational Creativity •  Simple Message •  Tangible Deliverables •  Relevant & Real Impact

ACTIVISTS & INSIGHTS: The Crowd ‘Youth Build 2011’ •  High School Class •  Building a Home •  CHF 12 000/GBP 8 000 •  Buy a Brick Campaign Key Success Factors •  Pester Power •  Offline Partnerships •  Cause Collaboration

•  Remarkable Effort

ACTIVISTS & INSIGHTS: The Campaign

CANSA Shavathon •  Cancer Awareness Campaign •  CHF 5/GBP 4 ‘for a Shave’ •  Multi-site/person events •  4 Teachers raised CHF 6 700 Key Success Factors •  Integrated campaign •  Community engagement •  Micro-donation driven •  Public Awareness

ACTIVISTS & INSIGHTS: The Voice EWT & Rhino Security •  Rhino poaching •  Progressive campaign •  Rhino as the Activist •  Replicated i.e. WWF SA Key Success Factors •  Personalisation •  Dynamic dialogue •  Urgency of purpose •  Concept extension

ACTIVISTS & INSIGHTS: The Person Doug Bailie (& Friends) •  Small Cause, Big Results •  CHF 25 000 and counting •  56km in his 56th year •  Personal appeal Key Success Factors •  Matched funding •  Influence & affluence •  Peer to Peer power •  Global donor base

ACTIVISTS & INSIGHTS: The Crazy

CHOC’s ‘Cows’ •  Children’s Cancer Cause •  300+ Fundraising Activists •  Wear Cow suits in races •  CHF 140 000 in 100 days Key Success Factors •  Community of Activists •  Accessibility of the Cause •  Supported administration •  Wild & Wacky

Raising Funds…

•  ExciGng  growth  since  2009  •  AcGvists  taking  the  world  by  storm,  raising  more  than  3  000  000  ZAR  in  3  years  •  Growth    from  194  –  577  from  2009  -­‐  2011    

Raising Funds…

•  Total  value  of  online  donaGons  in  3  years  more  than  29  million  ZAR  

•  Donor  locaGons  rising  from  81  to  99  •  More  than  300  Causes  receiving  donaGons  

Doing Good…

•  Total  number  of  donaGons  reaching  almost  100  000  over  the  past  3  years  

•  Growth  of  14  799  donors  •  32%  Increase  in  2011  

Doing Good…

•  15  countries  receiving  donaGons  through  the  GivenGain  plalorm  in  2011  •  As  of  today  we  serve  Causes  in  more  than  25  Countries  •  Cause  projects  being  funded  growing  from  573  to  1161  in  3  years  

INSIGHTS: A Summary Strategy •  The Power in People •  Transparency of Purpose •  Mass Participation Events •  Remarkable Creativity •  Courage & Intention Execution •  Integrated Campaigns •  Audience Segmentation •  Multi-media Content Generation •  Dynamic, Direct Dialogue •  Community Management

GIVENGAIN: Social Media & Social Enterprise - A Case Study

Colin  Habberton  Tsiba  Guest  Lecture  Cape  Town  27  August  2012