Digital Strategy for a Changing World
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The document outlines a digital fundraising workshop led by Colin Habberton from the Givengain Foundation, focusing on megatrends in digital technology and their implications for nonprofit fundraising. Key topics include understanding stakeholders, aligning missions with digital dynamics, and developing strategies to leverage digital tools to build resilience amid systemic changes. It also presents various case studies and insights on successful fundraising campaigns like the #IceBucketChallenge and Giving Tuesday.
Digital Strategy for a Changing World
- 1. Digital Strategy for a Changing World Digital Fundraising Workshop Helsinki, Finland 13 May 2015
- 2. Colin Habberton Director: Global Partnerships GivenGain Foundation
- 3. Cape Town, South Africa (Source: USB)
- 5. • GivenGain Foundation Social Fundraising Platform • Global Reach Since 2001 1800+CausesWorldwide 50+ Countries 10,000+ Projects 7700+Activists (Peer to Peer) 100,000+ Donors 185 Countries • OneWorld. Zero Barriers. Barriers. Speaker introduction
- 6. GivenGain’s Network Fundraising Platform
- 8. 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
- 10. My connection with Finland
- 12. • Our Changing World • An Impact Assessment • New Horizons • ‘Relationism’ • Making Mission Real • Building Resilience Session Overview
- 14. Planetary Disruption • Climate Change • Resource Shortages Political Disruption • Extremism • Destabilisation Economic Disruption • FinancialVolatility • Rampant Inequality Systemic Disruption • ChangingTechnology • InformationAccess Sources of Change
- 15. 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/
- 16. 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/
- 17. Image (delete text). The world we live in (2013)
- 18. Time and place (2014)
- 19. Source: M+R Benchmarks Study 2014
- 20. Source: M+R Benchmarks Study 2014
- 21. Time and place (2014)
- 22. 1. Internet of Me – PersonalisedWorld 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: AccentureTechnologyVision 2015 ) Digital Megatrends 2015
- 23. • 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
- 26. • 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
- 27. • 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
- 28. ‘Relationism’
- 29. An authorised financial services provider – FSP 43441 Source:https://www.youtube.com/watch?v=ts_4vOUDImE
- 30. Good or bad memories?
- 31. Team Organisation/Cause Partner/ Supplier Beneficiary Training & Incentives Effective Solutions Content& Insight Efficient Impact Quality Assurance Funder/Donor Competitor Cause returns/reinvestment marketing/mindshare Community Responsibilities Environmental Concerns Market & Industry Conditions Legal & Ethical Regulations (Adapted from: Habberton, 2005) Stakeholder Analysis
- 34. Club Recife – Immortal Fans
- 35. It not about traditional approaches or understanding
- 37. It’s not about the tech…
- 38. And then of course this - #IceBucketChallenge…
- 39. 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…
- 40. • 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
- 41. • 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
- 42. • 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
- 43. #GivingTuesday Social Media Data
- 44. #GivingTuesday
- 45. #GivingTuesday 2012: $12 million 2013: $27 million 2014: $45 million
- 46. Comparative Case Study: Size doesn’t matter…
- 47. charity: water (US) Two Case Studies / That Was Different (CPT)
- 48. 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, $9 million raised
- 49. World Water Day 2013 campaign • Hyper local event in New York City • Walk in the foot steps of beneficiaries • Online platforms to connect supporters: • Jerry can selfies at cross roads of cities posted on Facebook, Instagram & Twitter • Sharing of memeworthy images • Twitter promoted tweets with #WorldWaterDay • Sharing of birthday campaign video to encourage pledges charity: water World Water Day 2013 campaign
- 50. • Multiple ideas that people can connect with • Flash mob dance event • Bake-athon • High-heeled run in the park • 135 Activists doing something different • Human Rights Day 21 March 2013 • ZAR270 000+ by 477 donors • Promotion through video, social media • Easy & fun • Geek squad support • TWD starter kit • GivenGain Facebook app Case study: That Was Different 2013
- 51. • Human Rights Day 21 March 2014 • Hyper local event in Cape Town • Connecting with international supporters via social media • Multiple ideas that people can connect with – Idea Generator • Individual and Group Activist projects • Manicures in old-age homes • Hiking up Table Mountain • Pizza-making marathon • ZAR 300 000+ • 1400 participants • GivenGain Facebook app Case study: That Was Different 2014
- 52. charity: water ($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
- 57. 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
- 58. • 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
- 59. An authorised financial services provider – FSP 43441An authorised financial services provider – FSP 43441 (Source: conversationprism.com) The Periodioc Table of Digital Elements?
- 60. 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
- 61. 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
- 62. Kiitos paljon! @GivenGain @relatomics www.facebook.com/givengain www.givengain.com colin@givengain.com +27714012434