pdf the internet: a new path to donors and volunteers and a highway to fraud and erosion of...
TRANSCRIPT
Charity Finance Directors’ Group
The Internet: a new path to donors and volunteers AND a highway to
fraud and erosion of reputation
Paul Mewett 2011
Overview
- The Brand - The Internet - Opportunity vs. Risk - Case Study - What if? - Conclusion
Brand awareness If people don’t know you exist, they can’t support you! Full stop.
Brand value Consumer decision-making is no different whether choosing which brands of chocolate, car or watch to buy than which charity to support. The process is the same.
Virtuous cycle A cohesive brand development campaign would have the effect of a virtuous cycle.
The Brand
Opportunity vs. Risk
Massive reach Inexpensive marketing Reduced response time Easier donation collection Multi lingual opportunities
Competition (Don’t get left behind) Local focus History Anonymity Unregulated! Frighteningly BIG Increased fraud and scams
The Internet
5
- Unregulated, unpoliced & OPINIONATED - 2 billion users - Never sleeps - Worldwide
“The biggest conversation in the world”
The Internet
6
Facebook & MySpace combined have more users than the population of the USA
One ‘Tweet’ can reach hundreds of thousands of people in a matter of hours.
Over 60 billion pages on the ‘Surface Web’; ‘Deep Web’ 500 times larger!
The Internet
The Internet
Nigerian 419 scams
Hurricane Katrina
Tsunami Victims
9-11 Charity scam
Virginia Tech Charity
A case study was conducted with the support of The Royal British Legion. Specific examples from the case study were used to demonstrate how, in certain circumstances, a brand could be compromised reputationally and financially.
Case Study
9
How can you address what you don’t know? You could be compromised already?
Camp fires are easier to extinguish than bush fires!
When unanticipated change occurs, a brand can be hit hard because crisis management does not generally include brand management
Conclusion
A damaged reputation will have a financial impact!
