Boston Workshop: Jan. 14, 2009: Harnessing New Media for Your Cause
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Transcript of Boston Workshop: Jan. 14, 2009: Harnessing New Media for Your Cause
Harnessing Harnessing New Media New Media
for Your Causefor Your Cause
Carol ConeCarol Cone Chairman and Founder
January 14, 2009 Property of Cone, Inc. -- Not for Distribution
Why Now for NGO’s?Why Now for NGO’s?
Economic Turmoil
Critical Recipient Needs
Employees Demand Greater Sense of Purpose
Interconnected World
Shopping as Activism
Globalization
MillennialsProperty of Cone, Inc. -- Not for Distribution
CAUSCAUSEE
is Here to Stay!
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……Communication was simple Communication was simple and one-way.and one-way.
Once upon a Once upon a time…time…
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Today…Today…
……everything is fragmented and blurredeverything is fragmented and blurred..Property of Cone, Inc. -- Not for Distribution
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Cone’s DefinitionCone’s Definition
New Media is Technology-facilitated Dialogue Among Stakeholders
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The Challenge…The Challenge…ClutterClutter
“There is simply too much, too many causes, too many links, too many
email solicitations, too many widgets, too much video and too many text
messages.”
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The Opportunity…The Opportunity…
• Economic downturn will drive new realities of scarcity for social media
• More connections – TV viewership and engagement, customer service, product quality
• Not one technology, but conversational ecosystem
• Time less Truths Prevail:- Friendship must be earned- Fame is fleeting• Excess benefits backlash• It pays to listen• Authenticity is the most enduring asset
Back to Fundamentals
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8Peter Blackshaw, Nielsen Online
Add nonprofit stats – from our other research
Waiting to get KD’s speech on NP Cause branding
Growing CompetitionGrowing Competition
Increased need to differentiate and become a “charity of choice”
• The world’s largest economies are in recession
• There are approximately 1.4 million nonprofit organizations in the U.S.
• Last decade, the number of 501(c)(3) nonprofits grew by almost 65%
• Consumers are subject to 5,000 ads/product impressions every day
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Add nonprofit stats – from our other research
Waiting to get KD’s speech on NP Cause branding
Donor ImperativeDonor Imperative
Girl Scout Cookie Sales
Donor InfluencersTeam Hoyt and Easter Seals
15%Celebrities30%Companies40%Co-Workers60%Places of Worship63%Charities64%Friends77%Family
2006 Cone Nonprofit Research, 2007 Cone Holiday Trend Tracker, The Urban Institute, 2006
75% of donors list “personal belief in NGO goals” as “very important”
75% of donors say having a personal relationship with a cause or charity is
likely to influence their decision to support it
71% of donors are motivated to purchase cause-related gifts to introduce a
cause they care about to others
78% of donors say they are likely to support a cause or charity if someone
they trust is involved with it
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Nonprofit Cause Nonprofit Cause BrandingBranding
Communications Communications ResourcesResources
Cause Cause
BrandingBrandingDevelopment Development Activities Activities
Mission-based Mission-based ServicesServices
A business strategy that aligns the communication resources,
development activities and mission-based services of an
organization to generate brand equity, funds and social impact
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Add nonprofit stats – from our other research
Waiting to get KD’s speech on NP Cause branding
Cause ContextCause Context
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122009 LBG Research Institute report “Doing More with Less: How the Economic Downturn Will Impact Corporate Giving in 2009”
Add nonprofit stats – from our other research
Waiting to get KD’s speech on NP Cause branding
Focused and Compelling Focused and Compelling Mission/BrandMission/Brand
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“Whatever it takes to save a child”
Where Do Where Do You You Start?Start?
GOALSGOALSArticulate Objectives/Articulate Objectives/Identify Key Audience(s)Identify Key Audience(s)
1STRATEGIESSTRATEGIESDiscover IdeasDiscover IdeasDefine Stories and MessagesDefine Stories and MessagesIdentify Channel(s)Identify Channel(s)
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TACTICSTACTICSInform, Connect & Inform, Connect & Mobilize AudienceMobilize Audience
3 RESOURCESRESOURCES$$TimeTime
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MEASURE & REFINEMEASURE & REFINE
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ORGANIZATIONAL LEARNING
The JourneyThe Journey
INFORMBuild Brand &
Issue Awareness
CONNECTTeach, Empower,
Create Evangelists
MOBILIZEGenerate Funds, Advocacy &
Drive Change
ORGANIZATIONAL LEARNING
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InformInform
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ConnectConnect
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MobilizeMobilize
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Start! Start! To InformTo Inform
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Start! Start! To ConnectTo Connect
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Start! Start! To MobilizeTo Mobilize
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Fundraising Fundraising TrendsTrends
Tangible DonationTangible Donation
= $120.00 USD
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Report Back Report Back FrequentlyFrequently
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Smaller Donations Smaller Donations
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Social NetworksSocial Networks
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Mobile GivingMobile Giving
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30www.mgive.org
Holiday GivingHoliday Giving
www.changethepresent.org
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Inform. Connect. Inform. Connect. Mobilize.Mobilize.
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Be CourageousBe Courageous!!
Carol ConeCarol ConeChairman and [email protected]
www.coneinc.comwww.coneinc.com www.doyoustandforsomething.com www.doyoustandforsomething.com
Recommended Recommended ResourcesResources
• Cause Wired by Tom Watson
• Cone’s What Do You Stand For? Blog www.doyoustandforsomething.com
• Beth’s Blog beth.typepad.com
• Cause Marketing Forumwww.causemarketingforum.com
• Facebook Causes http://www.facebook.com/apps/application.php?id=2318966938
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Citizen EngagementCitizen Engagement
• 75% - Buy a Product
• 74% - Learn About an Issue
• 72% - Make Change in Behavior
• 66% - Donate Money to a Nonprofit
• 64% - Advocate for an Issue
• 61% - Volunteer
2007 Cone Cause Evolution StudyProperty of Cone, Inc. -- Not for Distribution
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MillennialsMillennials“They are developing new approaches and
ideas for problem solving; disposed
towards sharing the responsibilities and rewards of effecting
change in the world and equipped wit the digital tools and people power
to make it happen.”Allison Fine
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Consumers are Demanding Consumers are Demanding ActionAction
93% 93% of social media users of social media users believe companies should believe companies should have a presence in social mediahave a presence in social media
85% 85% want to interact with brands want to interact with brands through social mediathrough social media
Companies should:Companies should:Solve my problems: Solve my problems: 43%43%Listen to my feedback: Listen to my feedback: 41%41%Develop new ways for me to interact with them: Develop new ways for me to interact with them: 27%27%Market to me: Market to me: 25%25%
Source: 2008 Cone Business in Social Media StudyProperty of Cone, Inc. -- Not for Distribution
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Expectations During an Economic Expectations During an Economic DownturnDownturn
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