digital revolution final - hjc€¦ · ”our digital fundraising jumps over the current...
TRANSCRIPT
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The digital revolutione d g ta e o ut o
Featuring a host of new media starsHosted by Daryl Upsall
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3
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The digital revolution featuringThe digital revolution featuring…
• Daryl Upsall• Mike Johnston• Mike Colling• Marcelo Iniarra via Skype• Marcelo Iniarra..via Skype• Ritka Heino• Bryan Miller• Jason Potts …virtuallyy• Ted Hart…via Skype• Michael Hoffman• Michael Hoffman• Alfredo Botti
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Pioneer years – 1994Pioneer years – 1994…• First EVER new media andFirst EVER new media and fundraising seminar
• December 1994 Channel 4• December 1994 ,Channel 4 TV theatre in Westminster, LondonLondon.
• Mike Johnston and George h fIrish from HJC Toronto,
Canada and me• 250 UK fundraising leaders
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“Greenpeace Mindbombing theInternet”
G• “Greenpeace Mindbombing theI ”Internet”
• Since 1983 Greenpeace campaigners and fundraisers using an internally developed email starting with "Easylink
• By 1994 raising $50,000 USD per month online pfrom www.greenpeace.org
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The “mindbombs” continueThe mindbombs continue
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First White House Web site “WelcomeWeb site Welcome to the White House” Oct. 21,House Oct. 21, 1994
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Anticipating the futureAnticipating the future• "This service is an example of how we can p
provide government services and information to the public in a more timely manner, more ffi i l d ff i l “efficiently and more cost effectively.“
• less than 10% of US public had access to the I t t i 1994Internet in 1994
• By October of 1995, the White House Web site's servers had loaded the home page over 4site s servers had loaded the home page over 4 million times and delivered over 50 million pages and images to users.p g g
Vice President Al Gore, 1994
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Mike JohnstonHJC New MediaHJC New Media
Pioneer
www hjcnewmedia comwww.hjcnewmedia.com
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There has been a lot of therapy to do with fundraisers over the years...
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The early days… Daryl called it ‘catching eyeballs’
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Greenpeace Online Fundraising Growth over 10 years
1200011.848
N10000
Numbe
6000
8000er
of
4000
f
don
2000
111 883
2.324
nors
0
883
MonthlySingle
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EstimatedEstimated number of social media players 7 illi !– 7 million!
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Technology as gya challenge to creativity?
Technology can distract us from what’s in frontwhat s in front of our eyes…
TechnologyTechnology change our conversations…
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With technologicalWith technological change coming evenchange coming even
faster.... Keep it human! pRemember the human
moment!
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Jason PottsJason Potts
THINK C lti S l tiTHINK Consulting SolutionsPioneer
www thinkcs orgwww.thinkcs.org
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Ritka HeinoFINN CHURCH AID
PracticionerPracticionerSelling hope online
www.kirkonulkomaanapu.fio u o aa apu
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FINN CHURCH AID – DIGITAL FUNDRAISING CASERITKA HEINO
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FINN CHURCH AID VERY SHORTLY
23
FINN CHURCH AID – VERY SHORTLY
• Biggest development aidorganization in Finland.g
• Second biggest humanitarian aidorganization in Finlandorganization in Finland.
• Annual income 25 million euro.
2.10.2008
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FCA FUNDRAISING STRATEGY
24
…FCA FUNDRAISING STRATEGY …
• Among other goals, one of the main goal is:
”Our digital fundraising jumps overthe current development and willthe current development and willbe a pioneer in new technologyfundraising.”fundraising.
2.10.2008
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CASE: VIRTUAL ETHICAL GIFT ”TOISENLAINEN
25
CASE: VIRTUAL ETHICAL GIFT ”TOISENLAINEN LAHJA” (A DIFFERENT KIND OF GIFT)
• Ethical virtual gift, that works 90% in g ,the digital world.
• Annual income ~1 3 million euroAnnual income 1,3 million euro• Annual cost for marketing ~150 000
euro (11%)euro (11%).
2.10.2008
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HOW DOES IT WORK
26
HOW DOES IT WORK:
• Web-pages as the marketing channel: choosefa gift.
• Add it to your shopping basket.• Pay either web-bank, credit card or sms.• Gift comes to your email or directly to the gifty y g
receivers e-mail.
2.10.2008
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HOW DO WE MARKET IT?
27
HOW DO WE MARKET IT?
• Online banners• Google ad and -search• Facebook-fan pages• Print adsPrint ads• Radio• SMS to earlier buyers• SMS to earlier buyers• E-letter to earlier buyers
T l k i li b• Telemarketing to earlier buyers
2.10.2008
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WHICH CHANNEL WORKS THE BEST?
28
WHICH CHANNEL WORKS THE BEST?From ~ 150 000 visitors at the shopping page:
38% via Google (ad) = 57 000 visitors15 % i G l ( i ) 11 500 i it15 % via Google (organic) = 11 500 visitors17 % Direct = 26 500 visitors11 % K fi i Fi Ch h Aid 11 % Kua.fi => via Finn Church Aid pages
60 Google (53% t t)
20
40(53% tot)Direct
2.10.2008 0
20FCA-page
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WHAT HAPPENS AFTER DONATION?
29
WHAT HAPPENS AFTER DONATION?
• E-letter• Telemarketinge e a et g• Sms-marketing
F b k ti (i th )• Facebook suggestion (in the messages)• Suggestion to become a regular donor
via these channels
2.10.2008
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THE YEAR ROUND
30
THE YEAR ROUNDSEE THE AD
BUY, PAY ONLINE OR
SMS
SMS, E-LETTER, PLS BUY AGAIN, IT’S
CHRISTMAS..SMS
RECEIVE E-MAIL ABOUT
THANK YOU E-LETTER AND UPDATE OF THE
MAIL ABOUT THE GIFT
AID WORK RESULTS
THANK YOU E-MAIL OR SMS: PLS
DONATE REGULARLY, NEW SEASON AD BY
SMS, UPDATE OF THE AID
WORK
,E-LETTER, PRINT, RADIO
2.10.2008
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PLANS
31
PLANS …
• New digital marketing channels under work.• Updates to iPhone, iPad, smartphones – about
h d k l b fthe aid work results, about new gifts.
• From virtual gift to someting to touch: smalleasy-price accessories …with nanotechnology.
2.10.2008
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Kiitos.
THANK YOU!
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Marcelo IniarraMarcelo Iniarra
TC ‐ Tribe ChiefInnovatorSkype:
wwwmarceloiniarra comwww.marceloiniarra.com
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“Hi Steve, Yes I want an “Hi Steve, Yes I want an
I phone 4 !I phone 4 !ppMarcelo Iñarra [email protected]
+51 9 11 5158 1206
Facebook.com/marcelo.iniarra
Twitter @marceloiniarraTwitter @marceloiniarra
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..
I didn’t fail I just found ten thousandI didn’t fail I just found ten thousandI didn’t fail. I just found ten thousand I didn’t fail. I just found ten thousand ways that didn’t workways that didn’t workways that didn t workways that didn t work
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BBraveryBravery
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Mary had a little lambMary had a little lambIts fleece as white as snowAnd everywhere that Mary went,her lamb was sure toher lamb was sure to go...
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- / -- - - - / - - - - - / - - --- - -- -- --- / ?- . / --.- ..- .. . .-. . ... / -.-. .- ... .- .-. / -.-. --- -. -- .. --. --- / ?
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Play/GamePlay/Game
C ti itCreativity
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Google’s new mantra: Google’s new mantra: Mobile FirstMobile First
“C“Computing power, omputing power, interconnectivity and the interconnectivity and the cloud.cloud.. . The phone is where The phone is where ppthese three all interconnect these three all interconnect and you need to get these three and you need to get these three waves right if you want to win.”waves right if you want to win.”waves right if you want to win.waves right if you want to win.
Eric Schmidt, CEO ofEric Schmidt, CEO of Google ,Google ,February 16 2010February 16 2010February 16, 2010February 16, 2010Mobile World CongressMobile World Congress
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3 Digital trends3 Digital trends in a tiny screen !
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m-wallets m-cards
Premium SMS
Direct MobileDirect Mobile billing
m transfersm-transfers
Contactless Near Co tact ess eaField Communication
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HaitiHaiti EarthquakeEarthquake: the : the tippingtipping pointpoint !!
Mas 32 millonesMas 32 millones recaudados por la pCruz Roja en USA
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SSources : http://www.webdevelopersnotes.com
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Mobile ExpectationsMobile Expectations
Source : Gartner inc. 1995
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“I want anI want an innovation labinnovation lab in everyNGO”
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Thank o !Thank you !
Marcelo Iñarra Iraeguimarcelo@marceloiniarra [email protected]+51 9 11 5158 1206Facebook.com/marcelo.iniarraTwitter @marceloiniarraTwitter @marceloiniarra
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Michael Hoffman
See3 CommunicationsSee3 CommunicationsWhy video mattersy deo a e s
http://see3.net/
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October 9, 2006:G l B Y T bGoogle Buys YouTube
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YouTube: Why Video MattersYouTube: Why Video Matters
–57.1AllAge
% UsersUsers (M) In 1 Minute24 hours of video are
19%11.118‐34
19%11.0<18ou s o deo a e
uploaded to YouTube
#4 Bi t Sit i th W ld
21%11.945‐54
22%12.335‐44#4 Biggest Site in the WorldBigger than MySpace and Wikipedia
52%29.8MaleGender
19%10.955+Source: Alexa
More than 1 HourAverage time spent on
48%27.3Female
Average time spent on YouTube
Source: Nielsen//NetRatings (October 2007) ‐ US audience.
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Your Audience is Watching
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Video is CRITICALVideo is CRITICAL f S hfor Search
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The YT Nonprofit ProgramThe YT Nonprofit Program
O i ti t b fit b d i US• Organizations must be nonprofits based in US, UK, Canada, or Australia
• I d b di biliti• Increased branding capabilities• HTML channel banner• Branded side column image
• Ability to add Call to Action overlay and y yexternally linkable annotations
• More info: http://wwwyoutube com/nonprofitsMore info: http://www.youtube.com/nonprofits
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Visit Yo T be com/NonprofitVideoA ardsVisit: www.YouTube.com/NonprofitVideoAwards
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Michael Hoffman
• Web: http://see3.net/• Email: [email protected]• Twitter: @Michael Hoffman• Twitter: @Michael_Hoffman• Phone: +1 773‐784‐7333
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Alfredo BottiAlfredo BottiWe‐Me FoundationWe Me FoundationOnline Activist
“Digital Media qué?”
www.we‐me.org
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Alfedo Botti Alfedo Botti –– WeWe--Me.orgMe.org
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We reached 1 Millionvotes in 51 days Alfredo Botti Alfredo Botti –– WeWe--Me.orgMe.org
1,5 Millionin 65 days
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Campaign Fact: Forest Law approvedCampaign Fact: Forest Law approved
Alfredo Botti Alfredo Botti –– WeWe--Me.orgMe.org
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Other facts and figures
Online Supporters GPA 2008 (2005: 160K) 1 million
$
Monthly Donors GPA 2008 (2005: 22K) 72,000
All real except 20082004 2.634.000$ Growth rate year by year Growth rate Base 20042005 3.063.000$ 16% 16%
Last Years´ Income in AR$
2006 4.238.000$ 38% 161%2007 5.500.000$ 30% 209%
ODP 2008 8.382.000$ 52% 318%Forecast 2008 12.036.208$ 219% 457%Forecast 2008 12.036.208$ 219% 457%
Inspiration…
Alfredo Botti Alfredo Botti –– WeWe--Me.orgMe.org
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find purpose…find purpose…
Greenpeace IndiaGreenpeace India Alfredo Botti Alfredo Botti –– WeWe--Me.orgMe.org
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Greenpeace IndiaGreenpeace India Alfredo Botti Alfredo Botti –– WeWe--Me.orgMe.org
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Greenpeace IndiaGreenpeace India Alfredo Botti Alfredo Botti –– WeWe--Me.orgMe.org
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Overall Tatas campaign #1Overall Tatas campaign #1p gp g
• Activating 150K people in 6 months
• BNP Paribas a financier for the port has pulled out• BNP Paribas, a financier for the port, has pulled out
of the project…
• FR campaign with ROI of 10-1 in first year.
• M t i fl ti l li i ti ith l th 7• Most influential online organisation with less than 7
years in the countryy y
Greenpeace IndiaGreenpeace India Alfredo Botti Alfredo Botti –– WeWe--Me.orgMe.org
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Benchmarking: New ZealandBenchmarking: New Zealandgg
Alfredo Botti Alfredo Botti –– WeWe--Me.orgMe.org
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Benchmarking: New ZealandBenchmarking: New Zealandgg
• 5.5% of population (3.7% in Forest Law in Argentina)• PM John Key committed to 15-20% cut in emissions by 2020
Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
PM John Key committed to 15 20% cut in emissions by 2020
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f dMoving forward… again
Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
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WeWe--Me.org in a nutshell: grassMe.org in a nutshell: grass--roots organisations and roots organisations and individuals taking local action, individuals taking local action, empowered by digital mediaempowered by digital media
WeWe--Me.org: everybody is invited to participate according to their Me.org: everybody is invited to participate according to their
Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
ee e o g e e ybody s ted to pa t c pate acco d g to t ee o g e e ybody s ted to pa t c pate acco d g to t epossibilities, in any of our four programmespossibilities, in any of our four programmes
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Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
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• 1 year• 2 programmes up and running• 2 programmes on their way
107 l t• 107 volunteers…• Total: 22 partner organizations• Linked to a network of 230 grass-roots organisations• Linked to a network of 230 grass-roots organisations• Empowering model…
Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
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WeWe--Me.org StaffMe.org Staff
Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
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Your Cause HereYour Cause Here
Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
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Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
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Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
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Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
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Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
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Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
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Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
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I tell my storyI tell my storyI tell my storyI tell my storyPhoto & VideoPhoto & Video
Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
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Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
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Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
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Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
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Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
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Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
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• Hope
Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
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Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org
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Mike CollingMike Colling
Mike Colling and CompanyPi SPioneer – Screenager
www.mcand.co.ukwww.mcand.co.uk
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The Digital RevolutionC i t Coming to a screen near you…….
21 t O t b 201021st October 2010
Prepared by: Mike Collingmike@mcand co [email protected]
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What am I going to tell youWhat am I going to tell you
• The internet is just the start
• Think TV, but everywhere
Thi k th t k h d h • Think screens that know who you are, and where you are
• AND what you are interested in…
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Internet users globallyG h 99 20 0Growth 1995 - 2010
28.8% Global population
Source: Internet world stats Sept 2010
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We now have three screens in our lifeWe now have three screens in our life
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Much more change is comingMuch more change is coming
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Screens are starting to behave like hone another
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Social networking as never before
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And intelligent screensAnd intelligent screens
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Here come the intelligent small screens
Source: Morgan Stanley
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And boy are they brightAnd boy are they bright
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Implications for us as fundraisers
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We know who you areWe know who you are
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And what else you are doingAnd what else you are doing
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Ted HartTed Hart
ePhilanthropy and SkypistaePhilanthropy and SkypistaSkype: tedhartusaS ype ed a usa
www.tedhart.com
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Navigating Through theNavigating Through the Present and Into the Future:
Presented by: Ted Hart, ACFRE Fundraising 2.0Twitter = @tedhart
©2010 Ted Hart
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Y tYour supporters aren’t looking to buy something or give because you need the money…y
©2010 Ted Hart
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… they are sharing in a y gdream, they are part of d ea , t ey a e pa t othe story, they arethe story, they are investing in successinvesting in success
©2010 Ted Hart
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©2010 Ted Hart
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ThThe BottomBottom Line for SuccessOnline
FundraisingOnline
g
©2010 Ted Hart
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ThThe BottomBottom Line for
Inspiring SuccessOnlinep g
ActionOnline
©2010 Ted Hart
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What is theWhat is theessence offundraising?fundraising?
©2010 Ted Hart
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oror
Online or Offline = Relationships
©2010 Ted Hart
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Relationshipse at o s ps• Spiritp• Identity
B li f• Beliefs• PerceptionPerception• Values• Culture• MeaningMeaning• Community
©2010 Ted Hart
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How Do YouHow Do You Get Others To See, Care and
B li IBelieve In Your Vision?Your Vision?
©2010 Ted Hart
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“I had to know andunderstand my own story before I couldstory before I couldlisten to and helpother people withth i ”theirs”-President Barack ObamaPresident Barack Obama
©2010 Ted Hart
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StopBegging
©2010 Ted Hart
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Fundraising 2.0
OrganizationOrganization
Where Fundraising and
E i ti
and Social Networking
M tExisting Supporters
Meet
PeersPeers Peers
PeersPeers Peers
©2010 Ted Hart
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ThThe BottomBottom Line for Success
Fundraisingg
©2010 Ted Hart
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ThThe BottomBottom Line for
Inspiring Successp gAction
©2010 Ted Hart
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THANK YOU!
Ted Hart, ACFREPresident and CEOhtt //t dh thttp://tedhart.com9101 Carriage House Lane Columbia, MD 21045v 410.303.8370f 206-203-4758Facebook: facebook.com/tedhartLinkedIn: linkedin.com/in/tedhartSkype: tedhartusaEmail: [email protected]: [email protected]: @tedhart
126©2010 Ted Hart
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Bryan MillerBryan Miller Strategy RefreshStrategy Refresh
Mobile revolutionaryy
www.strategyrefresh.com
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The Mobile Digital RevolutionThe Mobile Digital Revolution
International Fundraising Congress, October 2010
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30 f l i30 years of evolution
International Fundraising Congress, October 2010
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1981 – Mobile Digital?1981 Mobile Digital?
International Fundraising Congress, October 2010
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And the rest is historyAnd the rest is history…
• In 1980 a report for AT&T by consultants McKinsey & Co forecast a• In 1980 a report for AT&T by consultants McKinsey & Co forecast a world market of 900,000 cellular phones by the end of 2000
• By the end of 2009 there were actually over 4.6 billion mobile cellularBy the end of 2009 there were actually over 4.6 billion mobile cellular subscriptions globally
• And over 900,000 handsets are now sold every 3 days!
International Fundraising Congress, October 2010
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The Social Potential• Of the 1.9 billion additional mobile
subscriptions over the last 3 years, 1 6 billi i th
The Social Potential
over 1.6 billion were in the Developing World
• In China and India over 90% of villages are now connected through a mobile phone network
• Much Developing World growth driven by money transfer services -
ll i l ith t b kallowing people without bank accounts to send and receive money safely by text message
• Vodafone’s M-Pesa money transfer service in Kenya has over 5 million
International Fundraising Congress, October 2010
users
Source: UN ITU Snapshot June 2010 (www.itu.int)
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The Fundraising PotentialThe Fundraising Potential
International Fundraising Congress, October 2010
Source: UN ITU Snapshot June 2010 (www.itu.int)
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The arrival of the Smart Phone( h h j ‘ h ’)(rather more than just a ‘phone’)
International Fundraising Congress, October 2010
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The arrival of the Smart Phone( h h j ‘ h ’)(rather more than just a ‘phone’)
International Fundraising Congress, October 2010Images thanks to topcultured.com
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With all this going onWith all this going on…
SMS MMSWeb
BrowsingSocial
NetworkingSMS MMS
TwitterSat-Nav
Camera Video Camera
Location-basedServices
Mobile
CallsMP3 Music
Player
MobileCoupons
MobileGames
EmailPlayer
…plus Countless Other ‘Apps’
What else offers you so muchfundraising potential?
International Fundraising Congress, October 2010
fundraising potential?
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In a pocket near you – soon!• In 2010 nearly 1.3 billion mobile
phones will ship globally - and 250 million will be Smartphones
• In the US and Europe virtually all p yphones sold will be Smartphones within 5 years
• eMarketer analysis predicts there will be more mobile internet users in China than the entire population ofChina than the entire population of the US by the end of this year
International Fundraising Congress, October 2010
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• By 2013 mobile phones will overtake PCs as the most common Web access device worldwide*
“For the first time there will be over 1 billion mobile devices accessingFor the first time, there will be over 1 billion mobile devices accessing internet by year-end, gaining quickly on the 1.3 billion PCs accessing the
internet – as the former is growing at 2.5 times the rate of the latter”Frank Gens Senior VP & Chief Analyst IDC
International Fundraising Congress, October 2010
Frank Gens Senior. VP & Chief Analyst, IDC
*Gartner Research ‘Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance’. Jan 2010
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Talking is so yester-year!Talking is so yester year!
International Fundraising Congress, October 2010
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SMS text message fundraisingSMS text message fundraising
• Text messaging ranks alongside calling as the top way in which mobile phones are used – and text volumes keep growingUK bil t 96 8b t t d i 2009• UK mobile users sent 96.8bn text messages during 2009 (265m/day) – up 23% on 2008*
• The UK’s Red Nose Day 2009 raised £7.8m through text donations!
International Fundraising Congress, October 2010
y g
*Source: Mobile Data Association. January 2010
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Using the phone’s camera differently- QR Codes
International Fundraising Congress, October 2010
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International Fundraising Congress, October 2010http://www.bullying.co.uk/index.php/make-a-poster.html
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New website and email irequirements
““Mobile Web users are typically prepared to make fewer clicks on a website than users accessing sites from a PC. Websites not optimized for the smaller-screen formats will become a market barrier for their owners.”*
“While a quarter of people now access emails via their mobile phone, pooremails via their mobile phone, poor formatting and a lack of brand recognition means that almost a third of permission-based marketing emails are beingbased marketing emails are being deleted unread.”**
International Fundraising Congress, October 2010*Gartner ‘Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance’. Jan 2010** Experian CheetahMail . ‘Email marketing: the mobile conundrum’ Sept 2009
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Source: http://www.wired.com/magazine/2010/08/ff_webrip/all/1
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International Fundraising Congress, October 2010
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Location Location LocationLocation, Location, Location
International Fundraising Congress, October 2010
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Location-based social networkingLocation based social networking
Location-specificStatus Updates
Location-based Searchp
MobileVirtual Customer Loyalty
GameplayMobile
CouponsTour Guide
Customer LoyaltyProgrammes
International Fundraising Congress, October 2010
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• Earth Justice advertising campaign on the San Francisco BART rail• Earth Justice advertising campaign on the San Francisco BART rail system in response to the Gulf of Mexico oil spill
• Every check-in matched with a $10 corporate donation
International Fundraising Congress, October 2010
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With all this going onWith all this going on…
SMS MMSWeb
BrowsingSocial
NetworkingSMS MMS
TwitterSat-Nav
Camera Video Camera
Location-basedServices
Mobile
CallsMP3 Music
Player
MobileCoupons
MobileGames
EmailPlayer
…plus Countless Other ‘Apps’
What else offers you so muchfundraising potential?
International Fundraising Congress, October 2010
fundraising potential?
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International Fundraising Congress, October 2010
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International Fundraising Congress, October 2010153
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GraciasGracias
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’ iLet’s raise some money
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