Tuesday November 20th, 2012

Corporate Giving in the Digital World:

New Approaches

Dogs, squirrels, cars, pins and winks.

What we know

Headlines from from first report

Lack of strategy / risk aversion

Lack of proven techniques

The Hype Cycle

Lack of trust / security issues

Lack of deep understanding of

the consumer

Potential for dis-intermediation

The ‘frictionless’ give re the long-term relationship

Tech never sleeps The mobile changes everything

http://www.spring-giving.org.uk/

Overview

Ten examples: • Driving Social media presence • Driving footfall • Creating new channels for giving • Some conclusions

Social Media 1: Send a Wink for a Good Cause VSP Vision Care / Guide Dogs for the Blind Association

October 2010

Social Media 2: Like for Like Cambridge Savings Bank / Cambridge Camping

July 2012

Social Media 3: 100 Cars For Good Toyota / Various

March – August 2012

Social Media 4: Chase Community Giving Chase Bank / Various

Annually

Social Media 5: #Squirrels4Good Craig Newmark / Craigslist / National Wildlife Federation

April 2012

Social Media 6: #PinItToGiveIt Elizabeth Arden / Look Good Feel Better

July 2012

Driving footfall: Checking in M&S / Breakthrough Breast Cancer

April 2011

New Channels 1: Donation sites Virgin / BT / Vodafone / eBay

New Channels 2: Keep on running Charity Miles / Various

June 2012

New Channels 3: Waterworks Unilever / Facebook / Waterworks

June 2012

Some conclusions

There is significant value for corporates

in social media reach

Partnering with charities is a good way of extending

this

It can also give greater visibility to

corporate donations

Once they have ‘liked’ you, they may

not ‘unlike’ you

Charities can also benefit from added

marketing push

As well as the donation of money

and goods

This value return also means no

project activity is needed

There are risks – untested models

may not work

The longer-term beneficiary / impact story may be harder

to tell

www.spring-giving.org.uk @spring_giving

www.scoop.it/tech-enabled-giving