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Digital Strategy for a
Changing World
Digital Fundraising WorkshopHelsinki, Finland13 May 2015
Colin HabbertonDirector: Global PartnershipsGivenGain Foundation
Cape Town, South Africa
(Source: USB)
Stellenbosch
(Source: Wikipedia)
• GivenGain FoundationSocial Fundraising Platform
• Global ReachSince 2001
1800+ Causes Worldwide
50+ Countries
10,000+ Projects
7700+ Activists (Peer to Peer)
100,000+ Donors
185 Countries
• One World. Zero Barriers.Barriers.Speaker introduction
GivenGain’s Network Fundraising Platform
Introduction to the session
In this session, the following topics will be covered:
• The megatrends of digital technology and its impact on the
world (and nonprofit fundraising)
• Some thoughts on where the next big changes might be and how
these changes can be leveraged
• The importance of understanding your cause’s stakeholders
and how they connect to each other
• Aligning the mission of your cause with the dynamics of a
digital world
• Developing a strategy that harnesses the power of the digital tools
and builds resilience to ongoing change
My connection with Finland
• Our Changing World
• An Impact
Assessment
• New Horizons
• ‘Relationism’
• Making Mission Real
• Building Resilience
Session Overview
Our Changing World
Planetary Disruption• Climate Change
• Resource Shortages
Political Disruption• Extremism
• Destabilisation
Economic Disruption• Financial Volatility
• Rampant Inequality
Systemic Disruption• Changing Technology
• Information Access
Sources of Change
An authorised financial services provider – FSP 43441An authorised financial services provider – FSP 43441
Source: http://wearesocial.sg/blog/2014/11/internet-users-pass-3-billion/
An authorised financial services provider – FSP 43441An authorised financial services provider – FSP 43441
Source: http://wearesocial.sg/blog/2014/11/internet-users-pass-3-billion/
Image (delete text).
The world we live in (2013)
Time and place (2014)
Source: M+R Benchmarks Study 2014
Source: M+R Benchmarks Study 2014
Time and place (2014)
1. Internet of Me– Personalised World
2. Outcome Economy– Digital/Physical Blur
3. Intelligent Enterprise– Smart Decisions & Delivery
4. Workforce Reimagined– Workforce to Crowdsource
5. Platform (R)evolution– Harnessing Hyperscale
(Source: Accenture Technology Vision 2015 ) Digital Megatrends 2015
• Launched November 2012 – Song top 10 on iTunes
• Close to 100 million views – 4.8 million shares, – most shared ad of all time– various spin-offs
• Dumb Ways to Die 2 game– the top app in 83 countries, – four billion mini-game plays in just
in just three months • Most awarded campaign in the
history of Cannes– 28 Lions, incl 5 Grand Prix.
• 127 million people said they would be safer around trains because of the campaign.(Source: mccann.com.au)
Case Study: Melbourne Metro
An Impact Assessment
• Disruption & discomfort– Complexity of context
• Increasing needs– Volatile tension
• Demands from funders– Accountability
• Digital convergence– Demands on skillsets
• Change is inevitable– Pervasive, punishing
Impact on nonprofits
• Resource constraints– Doing more with less
• The Madding Crowd– Breaking through the noise
• Relevance of purpose– Who cares about what?
• Connectivity challenges– Device & delivery
• Attracting talent– Skills ≠ Experience
Impact on fundraising
‘Relationism’
An authorised financial services provider – FSP 43441
Source: https://www.youtube.com/watch?v=ts_4vOUDImE
Good or bad memories?
Team
Organisation/Cause
Partner/Supplier
Beneficiary
Training
& Incentives
Effe
ctiv
e
So
lutio
ns
Co
nte
nt
&
Insig
ht
Effic
ien
t
Imp
act
Quality
Assurance
Funder/Donor
Competitor Cause
returns/reinvestment
marketing/mindshare
CommunityResponsibilities
EnvironmentalConcerns
Market & IndustryConditions
Legal & EthicalRegulations
(Adapted from: Habberton, 2005)
Stakeholder Analysis
GivenGain ‘Glocal’ Partners
Making Mission Real
Club Recife – Immortal Fans
It not about traditional approaches or understanding
Fundraising with friends
It’s not about the tech…
And then of course this - #IceBucketChallenge…
It began as a grassroots effort by Pete Frates,
a 29 year-old Massachusetts man and
athlete who has lived with ALS since 2012 and
Jeanette Senerchia of upstate New York,
whose husband, Anthony Senerchia,
has had the disease for over a decade.
Inspired by Jeanette, Pat Quinn challenged 50 friends…
• 8000 to 430 000 Wikipedia views/day
• 2.2 million mentions on Twitter
• 1.2 mentions on Facebook
• $100 million (ALS US)
• $2.5 million in 2013
• £6m (Motor Neuron Disease, UK)
• €1m (ALS Netherlands)
• And more!
Cast Study: #IceBucketChallenge
• ALS (Amyotrophic lateral sclerosis) Association
• Strong, coordinated effort underlying success:
• user-friendly website
• strong storytelling, and
• a solid donor management system.
• The ALS Association was prepared…
• Big, selfless, simple idea
• The audience effect
• Personal nominations by friends
• Sense of urgency
IceBucketChallenge success factors
• Thanksgiving, Black Friday, Cyber Monday…
• #GivingTuesday: 1st Tuesday after Thanksgiving
• Founded in 2012 by New York’s 92nd Street Y in partnership with
the United Nations Foundation
• Simple idea: give to a good Cause
• From USA to UK, Australia, Brazil, Ireland, Singapore, Israel,
New Zealand, Singapore, Latin America
• 27 000 partners in 68+ countries
#GivingTuesday
#GivingTuesday Social Media Data
#GivingTuesday
#GivingTuesday
2012: $12 million
2013: $27 million
2014: $45 million
Comparative Case Study:
Size doesn’t matter…
charity: water
(US)
Two Case Studies
/
That Was Different (CPT)
Birthday campaign (ongoing)
• Success factors: easy, fun, broad
range of appeal, outstanding support
to fundraisers, peer-to-peer
influence, personalisation
• Integration with other campaigns,
e.g. World Water Day 2012
• Recruitment of fundraisers: videos,
social media, email, and through
celebrity ambassadors
Charity: water birthday campaign
19 million birthdays pledges,
$9 million raised
World Water Day 2013 campaign
• Hyper local event in New York City
• Walk in the foot steps of beneficiaries
• Online platforms to connect supporters:
• Jerry can selfies at cross roads of cities posted on
Facebook, Instagram & Twitter
• Sharing of memeworthy images
• Twitter promoted tweets with #WorldWaterDay
• Sharing of birthday campaign video to encourage
pledges
charity: water World Water Day 2013 campaign
• Multiple ideas that people can connect with
• Flash mob dance event
• Bake-athon
• High-heeled run in the park
• 135 Activists doing something different
• Human Rights Day 21 March 2013
• ZAR270 000+ by 477 donors
• Promotion through video, social media
• Easy & fun
• Geek squad support
• TWD starter kit
• GivenGain Facebook app
Case study: That Was Different 2013
• Human Rights Day 21 March 2014
• Hyper local event in Cape Town
• Connecting with international supporters via social media
• Multiple ideas that people can connect with – Idea Generator
• Individual and Group Activist projects
• Manicures in old-age homes
• Hiking up Table Mountain
• Pizza-making marathon
• ZAR 300 000+
• 1400 participants
• GivenGain Facebook app
Case study: That Was Different 2014
charity: water ($millions)
• Creative options but pro-actively
promoting birthday pledges
• Photos, videos, media kit, cover
photos, backgrounds, web
banners, etc.
• Highly personal appeal• Marketing: Shareable videos
• Multiple channels reinforcing key
message: web, email, social
media
• Eye-catching imagery used
consistently social media
and communications
• Transparent about impact• Video and photos to convey
Comparison of key success factors
That was Different ($thousands)
• Promotes creative individual &
group activities
• Dedicated ‘Geek squad’ support
to Activists via multiple channels
PDF Starter Kit
• Directed to friends & family
• Marketing: Shareable videos
• Multiple channels reinforcing key
message: website, email, social
media
• Variety of striking images
used
• Transparent about impact
• Video and photos to convey
impact
Building Resilience
Strategy
• The Power in People
• Transparency of Purpose
• Mass Participation Events
• Remarkable Creativity
• Milestones
Execution
• Integrated Campaigns
• Audience Segmentation
• Multi-media Content Generation
• Dynamic, Direct Dialogue
• Community Management
Insights: A summary
• Innovation Mindset– Shared understanding
• Relational approach– Collaborative partnerships
• Competency analysis– Right Tools & Team
• Risk scanning– Pre-empting change
• Innovators Hypothesis– Experimentation (5x5x5)
Recommendation for resilience
An authorised financial services provider – FSP 43441An authorised financial services provider – FSP 43441
(Source:
conversationprism.com)
The Periodioc Table of Digital Elements?
An authorised financial services provider – FSP 43441
Resources
• think.givengain.org
• TechSoup Global
• SOFII
• Mashable - Social Good
• WeareSocial.net
• #GivingTuesday
• Your Partners
• Your Team
Some further help for your journey…
Tools
• www.givengain.com
• MailChimp
• Salesforce
• Pixabay
• PicMonkey
• Meerkat
• Your brain!
• Your heart <3
An authorised financial services provider – FSP 43441
Learning review
Did I manage to cover the topics promised:
• The megatrends of digital technology and its impact on the
world (and nonprofit fundraising)?
• Share thoughts on where the next big changes might be and how
these changes can be leveraged?
• The importance of understanding your cause’s stakeholders and
how they connect to each other?
• Aligning the mission of your cause with the dynamics of a digital
world?
• Offer a strategic framework to harness the power of the digital tools
and builds resilience to ongoing change?
• Q & A
Kiitos paljon!
@GivenGain @relatomics
www.facebook.com/givengain
www.givengain.com [email protected] +27714012434
