Post on 03-Sep-2014
description
Social Media, Crowdfunding andMicrovolunteering for Charities and Non-
ProfitsPresented by: Elijah van der Giessen - Paul Dombowsky – Jennifer Robertson
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 2
April 20, 2012
AGENDA
Welcome and Introductions 8:00 am – 8:15 am
Social Media Primer by Elijah van der Giessen 8:15 am – 9:00
am
Microvolunteering by Jennifer Robertson 9:00 am – 9:25 am
Crowdfunding by Paul Dombowsky 9:25 am – 9:45 am
Questions and Answers 9:45 am – 10:10 am
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 3
April 20, 2012
WelcomeWhy you’re here…
Today’s workshop will look at the following: • Social media and its impact on fundraising and volunteer recruitment efforts• Crowdsourcing and Crowdfunding - what are they and how can you use them• Fundchange.com - what is it, how can you participate, and lessons from our first year• Koodonation.com - what is it and how can you take advantage of its community of
microvolunteers• Crowdfunding / project based fundraising – opportunities and things to watch for• Options for engaging a new generation of donors
Social Media changes everything …
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 4
April 20, 2012
WelcomeWho we are …
• Elijah van der Giessen
• Jennifer Robertson
• Paul Dombowsky
Koodonation is the first ever Canadian online microvolunteering community. Koodonation has been launched and operates as a charitable, not-for-profit initiative by Koodo Mobile
Fundchange is one of Canada’s first crowdfunding sites for charities, non-profits and arts groups to fund change in our communities - one project at a time.
Creative Services Lead at the David Suzuki Foundation where Elijah leads their online acquisition and outreach work and has helped the Foundation create an online constituency. Eli also is the organizer of the monthly Net Tuesday meetup group, which connects nonprofits with their allies in technology and marketing.
Social Media
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 5
April 20, 2012
Elijah van der Giessen
http://www.NetTuesday.caApril 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 6
http://www.DavidSuzuki.orgApril 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 7
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 8
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 9
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 10
Where should I start?
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 11
Is your audience there?
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 12
98 % of Online Population Uses Social Networks
Source: comScore Dec 2011April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 13
So, what next?
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 14
1. Goals first
Social media must serve your org goals.
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 15
But don’t add social media at the end. It’s
part of your communications plan.
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 16
Not another silo.PLEASE!
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 17
2. Start small
Pick one platform and approach to start
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 18
3. Be consistent
Tip: create a content calendar
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 19
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 20
How do I know if my social media is
working?
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 21
4. Test and Measure
• Google Analytics
• Bit.ly
• Facebook Insights
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 22
Best practices• Claim your space – create an account now!
• Listen – they’re already talking about you
• Build your base – ask current supporters to join you
• Connect with key audiences online (media, donors, issue experts)
• Flatter and thank with abandon!
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 23
The BEST practiceProduce something of value – focus on the thing that YOU’RE an expect on.•Junior Achievement = financial literacy
•David Suzuki = environmental policy
•You = ??
What is social media good for?
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 25
Fundraising?
Source: Blackbaud 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 26
....and most of that is via email
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 27
The big exceptionSocial Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 28
StewardshipAKA
relationship-building/engagement/etc
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 29
Give and getBut don’t forget to give!
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 30
What is social media good for?
An example
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 31
Advocacy
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 32
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 33
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 34
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 35
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 36
Tweets: 669
Shares: 3,137Likes: 5,652Comments: 1,781
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 37
How do you get that kind of
activity?Luck?
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 38
Source: Nielsen market research, April 2009
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 39
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 40
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 41
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 42
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 43
What did all this activity lead to?
7,000 new names and addresses
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 44
Questions?
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 45
Eli on the internet•Email: eli@vandergiessen.ca•Blog: http://blog.vandergiessen.ca•LinkedIn:
http://ca.linkedin.com/in/elijahv•Twitter: @elijah
April 20, 2012
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 46
Microvolunteering
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 47
April 20, 2012
Jennifer Robertson
KoodonationTM
What is Koodonation?
An Online HubCanada’s first, entirely online
microvolunteering community.
Supports the work of not-for-profit organizations.
Encourages community engagement.
Provides an alternative way to volunteer, perfect for the online generation.
What is Microvolunteering?
Network-managedA non-profit staffer posts tasks (online challenges) to the site. And as microvolunteers post all of their ideas and responses, the community provides added value in rating the responses and helping non-profits decide which solutions are best.
Bite-sizedTasks from the non-profits are broken into small-ish pieces, so they’re quick and easy to solve for the microvolunteer, yet helpful for the non-profit.
ConvenientIt’s online volunteerism that fits into the individual’s schedule. And it’s all done online so individuals can also volunteer from anywhere – even their couch!
CrowdsourcedAnyone and everyone across the country can help.
Some Examples.
The Launch of Microvolunteering.
Microvolunteering was pioneered by The Extraordinaries. They launched Sparked.com in July of 2008.
TedxNASA – Ben Rigby – Microvolunteering – Giving Back for Busy People
(Crowdsourcing + Volunteering) * Online
Innovative combination allowing busy people to give back.=
How it works.
Individuals join Koodonation as
microvolunteers.
Not-for-profit org. register to Koodonation as non-profits .
The non-profits post challenges. Microvolunteers then contribute to the challenges that
correspond to their skills and interests.
What makes a good challenge?
… not-for-profit organizations?
- A low-maintenance way to get work done by a huge pool of talented volunteers; - A unique opportunity to save money by getting work done for free.
- A way to raise awareness of your cause with many new supporters.
- Convenient and simple to use.
What’s in it for…
… for volunteers?
- Makes it easy for busy people to fit volunteerism into their schedule.
- Is an entirely online form of volunteering that allows volunteers to lend their skills whenever and wherever they have time.
- Makes volunteering simple with no requirements for travel.
- Offers volunteers a way to contribute in areas that are of most interest to them.
56
Getting started
Getting started.
Step 1
Create an account.
Step 2
Post a challenge.
Step 3
Collect your results.
58
How it works
Once a challenge is up, the community takes over and posts answers to help solve the challenge.
Microvolunteers are free to respond to any challenge that interests them and matches their skills.
And they can do it any time, anywhere.
The responses are posted on the wall of each challenge for all to see and collaborate on.
Anyone who feels a microvolunteer gave a really good answer can give that person a ‘Thumbs up’!
It’s a two-way conversation.
BTW, microvolunteers love getting feedback from the non-profits who post the challenges.
And once a challenge closes, don’t forget to thank your microvolunteers!
64
So, is it working?
Our Launch, with the Koodonation Challenge.
Koodonation was officially launched on October 13th, with the Koodonation Challenge.
Celebrities acted as judges and Koodonation AmbassadorsMTV Live Co-host Sheena Snively, Jeremy Taggert from Our Lady Peace, Daniel Johnson from Stereos, Toronto Argonaut Mike Bradwell, and leading Canadian Blogger Casie Stewart.
Winners of the Koodonation ChallengeDurham students were awarded a $20,000 contribution for the charity of their choice, The Grandview Children's Centre.
Great interest from the community.- 94 online stories! - 16 print stories! - 9 radio segments! - 2 TV segments!
Over 3,206 microvolunteers have already registered on the site, and
the number grows everyday!
172 challenges have been completed to date by the
microvolunteers.
Ushering in a new way of volunteering.
Over 220 non-profits are members of the community.
Crowdfunding
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 70
April 20, 2012
Paul Dombowsky
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 71
April 20, 2012
What is Crowdfunding?So many definitions …
According to Wikipedia – crowdfunding describes the collective cooperation, attention and trust by people who network and pool their money and other resources together, usually via the Internet, to support efforts initiated by other people or organizations. Crowd funding occurs for any variety of purposes,[1] from disaster relief to citizen journalism to artists seeking support from fans, to political campaigns, to funding a startup company, movie [2] or small business[3] or creating free software.
Crowdfunding is Crowdsourcing for $
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 72
April 20, 2012
What is Fundchange?Fundchange is a crowdfunding initiative brought to you by Ideavibes and sponsored by TELUS. The site is powered by a socially innovative web application by Ideavibes designed to tap into the wisdom and generosity of the crowd to raise funds for Canadian charities to make change happen one project at a time.
Fundchange is crowdfunding for CDN Charities & NFPs
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 73
April 20, 2012
Crowdfunding - What do you need?• A crowd• Business challenge / problem / question you want answered –
ideas• A process and tool for engagement• Trust and commitment in your crowd to take action• Key performance indicators – what does success look like?• Proof of action – your crowd wants to see what happened
Fundchange is facilitating the activity of the crowd – and building a crowd
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 74
April 20, 2012
The Year Behind
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 75
April 20, 2012
The Year Ahead• More workshops – these continue to be popular • Grow corporate sponsorship for Fundchange• Work with cities and large organizations to create their own
Fundchange initiatives• IE. City of Chicago could have a city specific site for local
charitiesand non-profits
• Exploring how to help social enterprises
Fundchange is working to build its funder base and awareness
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 76
April 20, 2012
Benefits & Challenges• It’s social – the crowd promotes projects it likes
• It’s social – the crowd won’t promote projects that aren’t shareable
• Success comes to those that actively build a crowd • A challenge for organizations new to social media
• It’s the free market at work• It’s the free market at work
• Build stickiness to the project• Need to pay attention to write-up to inspire funders & actively
promote
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 77
April 20, 2012
Integrating Crowdfunding into Your Organization• Crowdfunding success comes quickest to organizations that are
social –media-aware and engaged. If your organization is not yet social media-enabled, it will take time and human and financial resources to do so.
• Because your efforts are only as good as the crowd you are able to mobilize to your cause, it makes sense that your organization strategically manages and promotes its brand online.
• Make sure your target audience is online and will give online• If you opt to post your projects on established crowdfunding sites,
do your homework – be careful of the company you keep.
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 78
April 20, 2012
Donor Generations
Millennials (born ’91 and after) - ?
Gen Y (born ’81-’91) – Average Donation $325
Gen X (born ’65-’80) – Average Donation $549
Boomers (born ’46-’64) – Average Donation $725
Civics (born ’45 or earlier) – Average Donation $833
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 79
April 20, 2012
Where Donors Are Giving
Checkout DonationFundraising Event
Tribute GiftCharity Gift Shop
Online via WebsiteMailed Gift
Monthly DebitIn Lieu of Gift
PhoneThird Party Vendor
SMSSocial Network Site
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 80
April 20, 2012
Online Giving“Fundraising Trends and Challenges in the Canadian Direct Marketing Sector”- a research paper from 2009 by Cornerstone Group of Companies shows:
Donors who make their first gift to an organization online as opposed to via direct mail have a much higher average gift $73 vs. $36
There are now more than 4 times the number of new donors, per organization, from online initiatives than 5 years ago (9M to 40M).”
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 81
April 20, 2012
Who is your Crowd?
Donors
Prospects
Event Attendees
Mailing Lists
Donors’ Network
Prospects’ Network
Event Attendees’ NetworkMailing List’s Network
The crowd you know The crowd you don’t know
Social Media Makes the Connection
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 82
April 20, 2012
Projects or Doable Asks• Easier for many people to wrap their head around a smaller project
as opposed to a ‘cure’ or a ‘hospital wing’
• Examples:• Piece of medical equipment• Stream revitalization• Education program• Conference attendance• Sports equipment for a couple kids
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 83
April 20, 2012
Example: Fundchange – Canada OnlyNot ‘All or Nothing’ – after 21 days a project can be removed
Costs:$99 + hst to join
includes 2 postings3.9% processing fee
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 84
April 20, 2012
No restrictions on who posts projects or the type of projects.
Funding is All or nothing
Costs:3% Fee on money raised
Example: SPONSUME - UK
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 85
April 20, 2012
No restrictions on who posts projects or the type of projects.
Funding is All or nothing
Costs:3% Fee on money raised
Example: Please Fund Us (UK)
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 86
April 20, 2012
Example: CrowdRise (US)
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 87
April 20, 2012
Resources• Donor stats, etc. came from “The Next Generation of Canadian
Giving” – Nov. 2010 – by Vinay Bhagat, et al• “The Wisdom of Crowds” – book by James Surowiecki• “Crowdsourcing” – book by Jeff Howe• “Fundraising Trends and Challenges in the Canadian Direct
Marketing Sector”, a research paper released in 2009 by Cornerstone Group of Companies
• Crowdfunding Whitepapers at www.ideavibes.com
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 88
April 20, 2012
Announcement #1!Fundchange TELUS Matching Campaign - April 2012
Fundchange and TELUS are celebrating the one year anniversary of Fundchange with a Spring Matching Campaign targeted at new members – especially from the west.
• First two new projects to get fully funded on Fundchange in the month of May, will receive up to $5000 in matching funds from TELUS
• Total funding by TELUS: $10,000
• Organizations that have received matching funds from TELUS before arenot eligible.
Social Media, Crowdfunding and Microvolunteering for Charities & Non-Profits | 89
April 20, 2012
Announcement #2!Receive New E-book on Social Media for you and your crowd
• Fundchange and Social Media Educator,Rebecca Coleman have teamed up to provideall workshop attendees and new organizationsthat join Fundchange the new eBook"Social Media for Charities and Non-Profits"
THANK YOU!& SLIDES WILL BE ON SLIDESHARE SHORTLY
Paul DombowskyFundchange | Ideavibes+1.613.878.1681paul@fundchange.com@fundchange
Jennifer RobertsonKoodojennifer.robertson@koodo.com@koodo
Elijah van der Giesseneli@vandergiessen.ca@elijah