Download - BeGoodBeSocial
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Edinburgh, Weds 27 October 2010#BeGoodBeSocial
Kicking off a conversation about fundraising through
networks...
g
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building relationships
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I help charities trust more of their own people to
build relationships online that support collaboration, transparency, advocacy &
philanthropy
@stevebridgerv
2#BeGoodBeSocial
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I’ll try to sow some seeds in this bit... to start a conversation
19:15
20:00
qtime to natter
and share stories &
experiences
Sorry... I need to disappear sharpish for my flight :(
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Our next 45 minsWhat role can social media play in connecting & creating communities of support for your cause?
Q.
#BeGoodBeSocial
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The web of ‘flow’ and ‘instant’ campaigns
The web of ‘pages’ and top-down campaigns
We need to reach out to people in a way that isn’t just marketing
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Social media is about long term engagement; you won't win by dipping in and out.
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“...ordinary conversation became quite audible to my ears.”
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Grow bigger earsa
#BeGoodBeSocial
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• Align yourself with the conversations your communities are already having
• Engage first, then fundraise (@SMacLaughlin says “friend raising not fundraising)
• Empower employees to identify, understand and speak directly to people in a language they’ll connect with. (Most relationships start with ‘small talk)
• Use social media to ‘build a bridge’ with the 8/10 first-time donors who don’t make a second gift
• Twitter & Facebook allow you to build a relationship with a lot of people quickly; thicken the texture of these relationships over time
• Embrace ‘free agents’ - some of the magic will rub off on your brand (check out @uncultured)
• #BeGoodBeSocial6
Make connections
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• Social media gives us the potential to turn donors & beneficiaries back into real people (see “From Joey, with LOve”)
• Don’t leave fundraising to the fundraisers; fundraising should be in all of us (e.g. MSF Canada bloggers in Dafur)
• When you hear or read a good story, share it that instant (“they will remember how you made them feel”)
• Make the experience better when shared
• Be there before ‘the ask’; earn trust by telling stories and demonstrating impact
• Turn your work (and your website) into a never-ending story
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Share stories
#BeGoodBeSocial
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• Get the tone right - balance ‘blowing your own trumpet’ and amplifying the voices of other people
• Acknowledge, measure, and Value contributions other than money; develop reciprocity and the positive feedback loop of social networks
• This may be the future of digital engagement: intimate and packed with multiple light-touches
• Shower praise on your advocates (and give them the tools they need to reproduce your message)
• Respond quickly to questions & complaints
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Show reciprocity
#BeGoodBeSocial
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“The real value of Twitter is to keep the invisible lines of connection alive” -
Cory Doctorow
Move from an organisation that uses social media to being a ‘social organisation’
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charities should encourage staff to speak for their
organisation ‘in public’
supporters & ‘free agents’
trust the hiring decision
the challenge is
to empower staff
without
generating chaos the digital capability that
comes online needs to be rolled into the brand
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Grapple difficult issues• Need to evolve from institutions to networks (speed up the evolution of orgs so they are fit for the 21st Century)
• Need to focus on relationships rather than new channels for transactions - but charities not built for conversations & participation
• I’ll say that again... it’s STILL about relationships
• Often a backlash as framed in the wrong way: as delivering donations, rather than as a fundamental shift in expectations (social media is a marathon, not a sprint, etc.)
• How is social media integrated with your overall online footprint? (which is how it will provide the most value)
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• Democratise the ‘brand’; learn to lose some ‘control’ in return for greater reach
• Behaviours > telephone, email > were established inside the workplace... social networks > outside workplace
• You open yourself up to public criticism that many would rather pretend does not exist (address negative comments)
• Authenticity (don’t outsource your ‘voice’)
• Challenge assumptions about productivity (but how much do you have to be ‘on’ with social media?)
• Same old jobs - ‘just add social media’ (i.e. orgs want the return but not the changes)
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Sorry... more big issues
#BeGoodBeSocial
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• Don’t hang up your passion with your coat every morning
• Find time for social media by giving up the things that don’t add value...
• For example, duck out of one meeting a week and use the time to ‘be’ a community member
• Leave trails online that others can find & connect (@kanter)
• If you’re a manager - embrace employees as a passionate community, trigger their discretionary effort, and reward them for being ‘social’
• All this is too important to be left to the digital team
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umm... now YOU
#BeGoodBeSocial
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• The average number of ‘friends’ someone has on Facebook is 130-ish
• Visibility of MSF (USA) on Facebook (after Haiti quake) quickly outstripped visibility of their own website
• 10% of fundraising based around ‘occasions’ (e.g. birthdays, weddings, the oddball, etc.) - JustGiving
• 95% of donors have a mobile phone. Think about it :)
• Online donations in 2009 up 20% on year before. But still only represent 6% of total donations (source: @Blackbaud). In UK, 44% now ask for updates on ‘impact’
• Someone once told me that people spend less than 1% of their time online ‘transacting’
• Social media ROI: “if a farmer wants to fatten a pig he feeds it; he doesn’t weigh it” - Jon Weedon
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To ponder...
#BeGoodBeSocial
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the more we remain in our silos and feel constrained by
our job descriptions, the greater the disconnect between
us and our supporters
I believe that...
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Are you ready to shape the future of your organisation?
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• Joey’s Story - Child’s i Foundation -http://www.childsifoundation.org/blog/2010/08/from-joey-with-love/
• Médecins Sans Frontières Canada has consistently published compelling blogs from the field - http://msf.ca/blogs/
• One of them, written by Dr. James Maskalyk, was even turned into a book - http://www.sixmonthsinsudan.com/
• Buy a copy of “The Networked Nonprofit” by Beth Kanter & Allison Fine. Then pass it on to your CEO
• This post by “free agent” Shawn Ahmed (@uncultured) is well worth a read:http://uncultured.com/2010/06/04/how-to-engage-us/
• SocialxSocial is a great primer into using social tech to deliver social impact - http://www.socialbysocial.com/
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Useful stuff
#BeGoodBeSocial
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@stevebridger
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Thank you... now let’s talk about [email protected]
“we build too many walls and not enough bridges” Isaac Newton
#BeGoodBeSocial
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