what kevin bacon knows about web 2 - fundraising123.org · what kevin bacon knows about web 2.0....
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Stacie Mann and Rebecca HigmanNetwork for Good
www.networkforgood.orgwww.sixdegrees.org
What Kevin Bacon Knows about Web 2.0
What We Will Cover
• What is Web 2.0 anyway• Why it’s relevant, especially right now• Guiding principles• Getting started: Your to-do list• What Kevin Bacon taught us • What organizations are doing it well?
First Things First
• Website URL on every communication?• Find your website in search engines? • Accept online donations on your website? • Collect email addresses on your website?• Use email marketing to drive traffic to your website? • Tell your story through pictures, videos or podcasts?
Reality Check
Online is not a silver bullet, just like social media is not a silver
bullet.
What We Will Cover
• What is Web 2.0 anyway• Why it’s relevant, especially right now• Guiding principles• Getting started: Your to-do list• What Kevin Bacon taught us • What organizations are doing it well?
brian Solis of PR 2.0
Our Definition of Web 2.0
It’s about people wanting to be seen and heard. And to connect
with others.
The Official Definition (Wikipedia)
“Web 2.0 is a living term describing changing trends… It does not refer to
an update to any technical specifications, but to changes in the
ways (people) use the web.”
1.0 (launch and walk away)
2.0 (engagement)Adapted from Groundswell by Charlene Li & Josh Bernoff
brian Solis of PR 2.0
What We Will Cover
• What is Web 2.0 anyway• Why it’s relevant, especially right now• Guiding principles• Getting started: Your to-do list• What Kevin Bacon taught us • What organizations are doing it well?
Especially Relevant Right Now
• It always pays to listen• Credibility is our most enduring asset• Charities are outpacing the business
sector in social media• Web 2.0 campaigns are cheaper, but
require passionate people to make them successful
Things to Remember When Money Is Tight
1. Don't curl into a fetal position.
2. Set realistic goals.
3. Don't abuse your existing donors. Spend more time thanking them and making them feel great.
4. Get online today. GET ONLINE and ask for lots of SMALL DONATIONS, including recurring monthly gifts.
5. Don't undersell yourself. Be passionate about your emotional ROI.
6. Admit to donors that it's hard. Ask for the smallest of donations.
The messenger is everything.
We are NOT the best messengers
• 76% of givers are motivated by friends and family, says Cone
• It’s okay to relinquish control of the message
• Donors are experts at knowing how to speak about your cause to their friends and family
5 Essential Human Needs at Work Here
1. To be HEARD2. To be CONNECTED3. To be part of something GREATER THAN THEMSELVES4. The security of TRUST5. To feel HAPPY
Being heard
Being seen and connected
Being part of something greater than ourselves
Trust
There’s a place for everyone
And I do mean everyone
Happiness
… people who give [to charity] often report feelings of euphoria, which psychologists have
referred to as the "Helper's High."
So why should you care about Web 2.0?
• Because it’s growing fast and will someday completely pervasive
• Because it is powerful – relationship and conversation based
• Because it puts word of mouth on steroids• Because the price is right
Your website vs. social networking sites?
• Not an either/or choice• Make it easy to fundraise for your cause
champions• Have a hub for your organization IF your
supporters are hanging out there• Remember it is about “social” not “media”
Nonprofits Leading the Way in Social Media
Still outpacing the business world and academia • 89% reported using at least one form of social
media • 75% report they monitor the Internet for buzz,
posts, conversations and news– This compares with 54% of colleges and
universities and 60% of the Fortune 500,• 45% responded that social media is very
important to their fundraising strategy.
Source: University of Massachusetts Dartmouth Center for Marketing Research
What We Will Cover
• What is Web 2.0 anyway• Why it’s relevant, especially right now• Guiding principles• Getting started: Your to-do list• What Kevin Bacon taught us • What organizations are doing it well?
“Fitting into” a Web 2.0 World
It’s a little like a junior high school … or a foreign country
• Knowing the culture is key to survival• The person behind the message matters • Social norms/herd mentality• You have to find a way inside AND
participate (the clubs, cliques)
Respect the culture
Be Authentic Or Else.
Flickr: by functoruser
Philanthropy in a Web 2.0 World
Who Is Giving Online?*
• Online givers are young (38-39 years old)• They are generous -- ($125)• Men and women give online in equal
numbers• People passionate about something or
their friends
*Network for Good Study, “The Young and Generous”, average donation is updated since this study
Most nonprofits are now at least dabbling in social networking
Of charities surveyed….• 74% have a presence on
Facebook, average community size is 5,391
• 80% are committing at least ¼ of an employee
• 30% have built one or more house social networks
Source: Common Knowledge and ThePort Network Study
How Social Media is Changing Nonprofits• Deepening
relationships and Engagement
• Individuals & small groups are self-organizing around non-profit causes
• Facilitating collaboration and crowdsourcing
• Social change behind the firewall
Mashable
36
Donor as Messenger
Wall Street Journal Gets It!
Keys to Success, Beth’s Cute Dog Theory
Assess audience – listen not a monologueSet your objectivesPolicy and EducationTime InvestmentStaff Roles Experiment
Beth Kanter, Beth’s Blog Flickr: ellooosunshine
What We Will Cover
• What is Web 2.0 anyway• Why it’s relevant, especially right now• Guiding principles• Getting started: Your to-do list• What Kevin Bacon taught us • What organizations are doing it well?
OMG! Where do I start?
People• LISTEN: Focus on where your megaphones
hang out
Objectives• Decide what you want to accomplish (hint:
community first, fundraising second)
Strategy, Tactics, & Technology• Avoid “random acts of marketing.”• Don’t be just another fool with a tool
Adapted from Groundswell by Charlene Li & Josh Bernoff
Action Item #1: Listen
Google Alerts
Why Listen?
• Big focus group• Better serve your target audience by
knowing what they're saying to others and to you.
• Respond to and/or engage critics• Stay abreast of the latest development in
your area of work • Not listening leads to an "anti-social“
strategy
Twitter - Start Listening (are they there?)
– TweetBeep.com– search.twitter.com– tweetscan.com– monitter.com– tweetgrid.com
The Good…
… And the Bad (turned good)
Action #2: Make a goal
• Don’t do it because you feel like you should; do it because it makes sense
• Don’t underestimate the power of your supporters
• Social networking calculator (ROI)
Action #3: Engage in authentic conversation.
Taking The Plunge
• How Often• Evaluate the Messenger• Who Responds• Do it Quickly (on that platform)
Where's Your Org's Social Media Policy?
Engage in a discussion -- policy creation process itself makes you think and increase understanding among staff
• Be clear upfront• Address who responds to conversation and how• Protect your brand by training your staff/volunteers• Identify which platforms you get active on, and how?• Specify the types of social media that is ok to do at work• Consult sample policies
Based on guidelines from Beth Kanter and Nancy Schwartz
#4: Make it easy for you supporters to help where they already exist
#5: Think portable in all you do online.
• Go to them: to have a conversation• Go to them: in your content (RSS)• Go to them: sign-ups on your page that
can yield regular conversation• Borrow don’t build
#6: Share control of the message
• It’s okay to relinquish control• Donors are uniquely talented at talking
about what you do• They may not get it exactly right, but that
is okay
How To Survive Web 2.0 Loss of Control
1. Brand control is gone – lots of conversations are already going on about you. You can either curse that or embrace it.
2. That’s okay – the people talking about you are part of a tribe, that can become powerful communicators for you.
3. Be simple, memorable and consistent when you talk about your organization so it’s easy for your tribe to talk about you.
4. Your brand is the meeting point between the interests of your tribe and you – they put their own spin on #3.
Source: Nancy E. Schwartz, Getting Attention Blog
Keys to Success
• Messenger• Compelling Story• Photo or Video• Catalyzing Event (deadline, matching)• Specific Ask• Blog Support• Passion!
What We Will Cover
• What is Web 2.0 anyway• Why it’s relevant, especially right now• Guiding principles• Getting started: Your to-do list• What Kevin Bacon taught us • What organizations are doing it well?
A person-to-person fundraising widget is the technology that makes that happen.
Fundraising Widget
Change.org SixDegrees Firstgiving ChipIn
ChangingthePresent
America’s Giving Challenge
• Parade Magazine, Causes on Facebook, GlobalGiving, and Network for Good/Six Degrees
• Use technology to improve their giving experience, support the causes they care about, and encourage others to give.
• $750,000 to the causes supported by the “Champions” who were the most savvy and successful in using social networking sites, like Facebook, and Web 2.0 tools.
America’s Giving Challenge
“I'm certain hundreds of wonderfulcharities were able to benefit be-cause of this contest. Small groups that rely on the generosity of the community truly benefit from this. It's a wonderful and exciting concept that really seems to have taken off in force.”
“It was a great idea and we really appreciate being able to participate. Since we are a new organization in our area this helped spread the word.”
• More than 80,000people to make donations to nearly 700 nonprofits
• Raised $2.5 million for the nonprofits represented.
What Worked?
Participants used a variety of media to promote their causes
• Nonprofit organization’s websiteBlogsEmail appealsVideo/YouTubeFliersIn person events / appeals
Who Are These Cause Champions?
• More females (77%) than males• Majority white, and highly educated • 1/3 full or part-time staff, 2/3 a type of volunteer
Source: America’s Giving Challenge Assessment and Reflection Report
More On The Cause Champions…
• They were immersed in the Challenge• Efforts went “viral via their existing networks• Smaller organizations and all-volunteer efforts tended to
be successful• Previous social media experience not required
– Novice users turned to more experienced users in their networks for advice and
• No fundraising expertise needed– Personal experience outweighed fundraising
• No size fits all
Source: America’s Giving Challenge Assessment and Reflection Report
• Not every wired fundraiser is a champion
• 5% of your might be uber activists
• The few the proud
How many are we talking about?
Causes Giving Challenge on Facebook• $571,686 in donations
• 25,795 unique donors
• 3,936 causes
The Causes application for Facebook adds the ability to solicit and make donations from within Facebook.
Causes on Facebook
Causes on Facebook
• Allows American and Canadian 501(c)(3)s to recruit supporters and fundraise directly on Facebook
• 5MM monthly active users
Causes on Facebook
• $10M donated• $5M donated so far in ‘09• $25 median donation• 192,000 unique donors• 26,000 causes have
received donations• $1.4 million raised through
Birthday Wish feature
Presence for your organization?
Love Without Boundaries
“…every bit of the fundraising was done by people like me, recruiting friends and
sending emails. The old model--wooing big donors--requires considerable time
and expense, albeit with bigger payoffs.”
Find Cause Champions & Thank Donors
• Register your organization
• Communicate with you Wired Fundraisers
• Cultivate donors
Coming Soon!
Why Does Causes Work?
• User-driven• Inherently viral • Actions turn into stories via “news feeds”• It’s all there – easy for supporters to recruit
their friends. • Easy conversations with your cause champions • Visible impact (part of a larger community)!
What We Will Cover
• What is Web 2.0 anyway• Why it’s relevant, especially right now• Guiding principles• Getting started: Your to-do list• What Kevin Bacon taught us • What organizations are doing it well?
Humane Society of the US
• Presence on networks where their supporters are
• Portable content (banners)
• Transparency
How Are You Feeling?
Questions? Contact Us!
• Slides and other good tips atwww.fundraising123.org
• Stacie Mann, 240-482-3205, [email protected]
• Rebecca Higman 240-482-3098, [email protected]
References
• Beth Kanter’s Blog: beth.typepad.com
• Nonprofit Marketing Blog: www.nonprofitmarketingblog.com
• The Nature Conservancy: www.nature.org
• Peter Dietz/Social Actions: blog.socialactions.com
• The Buzz Bin: www.livingstonbuzz.com/blog
• Network for Good Learning Center: www.fundraising123.org
Social Media Toolkit
• Listening Tool - Google Reader• Search Tools - Technorati and Google Blogsearch• Home Base Blog - Wordpress.com or Wordpress.org to host your own). • Scratch Blog - Tumblr• Better Reach - FeedBurner• Mobile Blogging - Utterz ( Qik for streaming video from your phone). • Social Conversation - Twitter• Social Profile - Facebook• Business Profile - LinkedIN• Social Bookmarking - Del.icio.us• Collaboration - PBWiki• Shared Documents - Google Docs• Instant Messaging-Web Based - Meebo or Campfire• Photo Sharing - Flickr or Zooomr• Video Hosting - Blip.tv (also YouTube)
Chris Brogan is President of New Marketing Labs