1.New Media Fundraising strategy : from basics to the global trends Marcelo Iarra Iraegui marcelo@marceloiniarra Text +31 611 187 533 Twitter @marceloiniarraPareto Fundraising Sydney Australia August 24th - 2009

2. Thanks Pareto! 3. Whats in the agenda for today 90 minutes? Rules for this session 2009 in New Media Fundraising Jungle 7 elastics rules for new media fundraising Digital Innovation Challenges 4. Rules forthissession Somebasicspanish:Por favor,denuevo!!Muy Bueno! 5. Rules forthissessionLivingroomsession 6. Please, chose style of presentation : Politically Correct presentation Politically Incorrect presentation 7. Wake up Quiz 1. Whichofthosecountrieshasthe highestmobilepenetrations? a. Sweden b.AustraliaText the answer to : 0410 702 982 c.GermanyAnswer in the message a , b, c,d,e d.UKand your name. e.Italy 8. Wake up QuizTexttheanswerto:0410702982 Answerinthemessagea,b,c,d,e and yourname. 9. Wake up Quiz 1. Whichofthosecountrieshasthehighestmobilepenetrations? a. Sweden112%(10M) b. Australia99.4%(21M) c. Germany114%(93M) d. UK123%(75M) e. Italy149%(88M) 10. Wake up Quiz Wich region of world has moreinternet users ? A.North America B.Asia C.Europe 11. Wake up QuizTexttheanswerto:04410702982 Answerinthemessagea,b,candyour name. 12. Whats does new media in2009mean? 13. Source : Idea difussion curve. Crossing the chasm. Geoff Moore 14. The 7 Elastic Rules of New Media Mobilization Revised 2009 15. 1. Change your organizational culture, or how to make bytes an integral part of yourexistence 16. Amazon 17. Know who is violating our constitution. NO to the import of nuclear waste from Australia 18. Logo or URL? 19. 2. Develop a strong new media constituency 20. How..? First Free experience Everywhere 21. Free experienceera 22. 1996 ( web site from 2000) 23. November 11th 1998 24. 2008 Revenue21,795million Profit4226millionFortuneMay42009 25. Source :Iniarra-Botti 2007 26. Social Trysumers Experiencedconsumersaretryingnew appliances,newservices,newflavors,newauthors,newdestinations andnewsocialexperiences MarceloIniarra &AlfredoBotti adaptedfromwww.trendwatching.com 27. Source :Iniarra-Botti 2008 28. SocialTrysumers (First,tryforfree andthendonate) Cultivationthrough actionsFinancialsupporter FR ASK (online, mobile and Cyber-Mobile TMK)activist program*Traditional FRcycle Social Trysumers 29. Asksupportersfortheirtime,notfor theirmoney,isabetterwaytoincrease donations.Jumpingstraightinandsoliciting potentialdonorsforfundscan,infact,alienatethem makingthemlesslikelytoget involvedandlesslikelytoactuallydonate.Askingthem tovolunteerfirst,however,canpositivelyshifttheir willingnesstogivebothtime andmoney JenniferAaker ofStanfordGraduateSchoolof BusinessandWendyLiuofUCLA,JournalofConsumerResearch2008 30. En Bariloche, NeuqunEn Capital FederalEn Rosario, Santa F Forest Law in En CrdobaEn Capital Federal y en CalayateArgentina En Capital FederalEn Capital Federal En Santiago del Estero En Paran, Entre Ros Source: Alfredo Botti. Greenpeace Argentina En Rosario, Santa F 31. BOCA Juniors Greatest Team in the World CQC http://www.youtube.com/watch?v=ykt- dhHHjaEActions 32. 1,5millon votes/registrations infavorof the forest law injust 65days and y28Kmonthly donors inless than 8 months. 33. Obamaisnotalone*Ringtonesfrom UNHCRinSpain 34. Obamaisnotalone*RingtonesfromUNHCRinSpain Over 50 K downloads Over 110.000 euros raised But the most relevant aspect was the first telemarketing test 8.7 % conversion rateThanks Francesco Sciacca / UNHCR Spain 35. Ifthepyramidchanges,should Fundraisingchange? 36. TransitionalmomentfromFundraisingto Supporter mobilization. 37. Everywhere Web 1.0 Social Media Mobile 38. 3. Use the website as aresponse channel. 39. Respondersevolution1990s Phone-Fax-Post-Responders Onlineresponders 40. Responderstoday Online &Mobile Phone-Fax- Post Responders responders 41. 4.Integrateonlineandofflinemedia andviceversa. 42. Offline Online Adwords Radio addBanners in UNHCRs Sites Contact Center Landing pageDRTV Paid bannersPrint add Probono bannersPR and nontraditionalpublicity 43. Whyshouldweintegratemedia? Synergy Increaseresults Increaseawareness Reducecost 44. 5.Useonlinemediatofoster relationshipswithdonors 45. Donor relationships online: Efficient, fast and cheap!! 46. Some fresh ideas 47. A live weekly TV show from your offices or projects 48. Videconference with donors 49. 6. Communicate from ourwebsite the opportunity to "live" the experience of being part of our organization 50. information Age Ideas 51. New media drivenby experiences 52. Global Campaign trends Me ! New campaigning Traditional campaigning I do ! They Do !! 53. Global Campaign trendsRecognition...! Traditional campaigning New campaigning Low level of recognition Medium to High level of recognition 54. Global Campaign trends Timing...! Traditional campaigning New campaigning Off line media pace ! Instant campaign ! 55. Global Campaign trendsBe Positive, Pleasurable Attitude .. Traditional campaigning New campaigning Guilty Smile campaigning 56. Global Campaign trendsBeing Part of Something Bigger... New campaigning Traditional campaigning Global collective unconscious Think global , act local !Think Global , act global 57. 5globalsupportersneeds Me ..!! + Positive approachBe part ofReal time action something biggerInstant global solidaritycampaigning High Recognition 58. 7.Test,justliketheytestedinthe"WildWest" 59. n.A sublime feeling of creative contentionachieved through innovation. 60. Innophoria isanonlinegamethataimstohelpsocialorganizationsallovertheworldbecomemoreinnovative.It'sacocreationinvolvingthemostcreativemindsinthesectorYourmind! 61. Would you like to become part ofthe Innophoric movement? 62. Showmethe money.forinnovation %ofsalesspentinR&D Microsoft13.9%(7.121millions) Google12.7%(2110millons) Apple3.3(782millions) Amazon5.5(818millions) Boeing5.8(3850millions) Source : BCG-value Science, Bloomberg Financial markets, compustats, reuters,standars & poors research insight 2008 63. 2009NewMediaMap 1.SocialTrysumers 2.Donors 2.0 3.Innovation SEM 4.MobileMobilization 64. 2. Fundraising 2.0 Do it yourself 65. Supporters 2.0 66. Source: Jason Potts - Think 67. Google Map to Visualize Online Giving Pages Source: Jason Potts - Think 68. Source: Jason Potts - Think 69. 3. Search Engine Marketing & Smart ads 70. Allofthosesearches,andallthosesearchers, havetranslatedintomajorbusiness opportunity,infact,thefastestgrowingbusinessinthehistoryofmedia JohnBattelle,TheSearch.HowGoogleandItsRivalsRewrotetherulesofBusinessandTransformedourCulture 2005 71. ActiveWebTV Model SummarySponsoringKeywords +Sponsoredlinkad (DirectResponseCreativityLinkto* ) + *WebTVSpot Fundraisingadhoc Landingpage+TelemarketingForm 72. ActiveModel .Ayuda enAccion . Sponsoring KeywordSponsored linkad (DirectResponseCreativity) 73. ActiveModel .Ayuda enAccion . Telemarketing form 74. NonFinancialModelinactioningeneralfiguresAzione DonnaCultivationthrough action( Monthly) Io Sono Cyber-Traditional FR Cycle attivist@ * Female prospects * All figures are estimated according a mix of markets of references withmature on line FR programs. 75. ActiveModel Summary SponsoringKeywords +Sponsoredlinkad (DirectResponseCreativityLinkto* ) + *FundraisingadhocLandingpage+ TelemarketingForm 76. ActiveWebTV ModelSponsoring KeywordSponsored linkad (DirectResponseCreativity) 77. ActiveWebTV Model ItsnewwayofSEM&FR.IncorporatingtheattributesoftheDirectResponseTelevision tothistechnique. Calltoaction goestotheTelemarketingforminthesamepageofthewebtv spot. 78. ActiveWebTVModel(Celebrities approaches) On line formTelemarketing form 79. ActiveWebTV Model SummarySponsoringKeywords +Sponsoredlinkad (DirectResponseCreativityLinkto* ) + *WebTVSpot Fundraisingadhoc Landingpage+TelemarketingForm 80. Smart ads and not so smart 81. Source: IFC Masterclass M. Iniarra & Mike Walton 2008 82. Mobile Mobilization 83. 1,596,270,108Global InternetUsersApril 2009 . www.internetworldstats.com 84. 4.200.000.000 Global Mobile Users 85. 2.603.729.892 86. Todayisthedaytorevealthe truth.. 87. Andtheoriginofmyobsessionabout mobilephones. 88. I dream to find a medium a) portable, b) personal, c) instantaneous and interactive, d) massive and e) easy to use . Lastly, it had to be a medium through which we could collect donations. 89. Massive? AccordingtostatisticsfromthemarketdatabaseWirelessIntelligence,ittookabout20yearsforthefirstbillionmobilephonestosellworldwide. Thesecondbillionsoldinfouryears,andthethirdbillionsoldintwo.Eightypercentoftheworldspopulationnowliveswithinrangeofacellularnetwork,whichisdoublethelevelin2000. 90. Whatdoyoucarry? 91. Whatdopeoplecarry?Threemoreimportantthings thatpeoplecarryout acrosscultures,genderandcontexts 92. Whatdopeoplecarry? Keys,moneyandmobilephones. Source.JanChipchase isoneofateamofresearchersandanthropologistsworkingat NokiaTed.com 2007 93. Why Mobile phones ? Transcendspace 94. MyperfectDirectMarketingMediaPortable,personal, instantaneousandinteractive, massiveandeasytouse. 95. Aremobilesphonesthemost powerfultoolforFundraising? 96. MobileExpectations Source :Katrin Verclas 2008. Greenpeace Mobile conference. 97. Mobileexpectationsandtime Source :Katrin Verclas 2008. Greenpeace Mobile conference. 98. Not..Yet! 99. Amnesty Norway 100. Savetheplanetwithyourmobile Connect2climate isanIndianinitiativethataimstoraiseawarenessaboutclimatechangeandissuesaffectingourplanetwithaseriesofeducationalgamesthatcanbedownloadedtocellphones. ThesegamesincludeDeCarbonator andMissionLighting. ThegameswerelaunchedinIndiaonthe5th ofJunethisyear,WorldEnvironmentDay. 101. Homework1InnovationChallenge 102. Homework1InnovationChallenge Challenge1 Developanewmediastrategycombining mobilemobilization(SMSormobilecontent aspectslikeringtones)&SEMfor www.acne.org withtheobjectivetoget800 newfinancialsupportersinthreemonths. 103. Homework1InnovationChallenge Challenge2 Developmentanintegratednewmediaupgrade strategyestablishinganewsocialnetworkof currentsupportersoftheGarlicSeedFoundationwww.garlicseedfoundation.info ). Thisfoundationhas150Ksupportersandthewantto setupacommunityof1500activemembersinthe socialnetworkincreasingtheirmonthlydonation by50%) 104. http://www.savetheorangutan.org.uk/ 105. Homework1InnovationChallenge Challenge3 You'vegotnobudgetbutlotsofgoodstaffandvolunteers.Youneedtolaunchafundraisingcampaigntosaveorphanorangutans.Wewantyoutoinvolveayouthaudience(814)intothecampaign. Puttogetheranonlineplanthatwouldhelpachievethisgoal.Theplanmustincludeinnovativeuseofsocialnetworkingandonlinegaming. 106. http://www.madonna.com/ 107. Homework1InnovationChallenge Challenge4 Youwanttoraisefundsforawomensrefuge. Madonnahasofferedtheirsupport.How wouldyougoaboutraisingfundsonline?A secondaryobjectiveistoraiseawarenessof theissueofdomesticviolence.Theplanmust makestronguseofvideodeliverytomobile tv,webtv,digitaltv. 108. Thank you !!! Marcelo Iniarra www.marceloiniarra.com marcelo@marceloiniarra.com SMS al +31 611 187 533 Twitter @marceloiniarra