Development in the Digital Age: How Technology is Shaping Fundraising Strategy

10 Digital and

Social

Insights for

the Year Ahead

By Stephen Waddington – Ketchum 1-6-17

3

“The Connected Donor Journey”

Understand

your

audience

Tell a

powerful

story that

draws

people in

Build

trust

Create an

engaging

experience

Secure the

funds to

maximize

impact

1. DATA DISRUPTION DEMANDS A MORE

HUMAN APPROACH

“We can’t blindly

trust data. In 2017,

a human

interpretation of

data will be

paramount…”

IMPLICATIONS

• Validate “big data” conclusions using your personal relationships

Tell a

powerful

story

Build

trust

Create an

engaging

experience

Secure

funds

Understand

your

audience

Secure

funds

Build

trust

Understand

your

audience

2. SEE WHAT I’M SAYING

“Consumer sentiment

will continue to

become more visual

and specialized in

2017. Feelings will

be expressed as

diverse

micro-moments.”

IMPLICATIONS

• Develop systems to address complicated levels of feedback

Tell a

powerful

story

Create an

engaging

experience

Tell a

powerful

story

Create an

engaging

experience

Tell a

powerful

story

3. POWER OF MICRO-INFLUENCERS

“82% of consumers

claimed that they

would highly likely

follow a

recommendation made

by a micro-

influencer.”

IMPLICATIONS

• Identify your micro-influencers, understand their networks and direct them how to help

Build

trust

Understand

your

audience

Secure

funds

Secure

funds

Understand

your

audience

4. INTEGRATE ONLINE AND OFFLINE

STORY-TELLING

“Live streaming is

an easily accessible

way for brands to

share their offline

activities with a

broad public.”

IMPLICATIONS

• Promote live-streaming videos in real time and make them available for future viewing

Build

trust

Create an

engaging

experience

Tell a

powerful

story

Secure

funds

5. VIRTUAL REALITY GOES MAINSTREAM

“Storytellers and

brands alike are

turning to immersive

visual content to

capture and hold

people’s attention.”

IMPLICATIONS

• Don’t wait to take advantage of VR engagement opportunities

Build

trust

Understand

your

audience

Create an

engaging

experience

Tell a

powerful

story

Secure

funds

6. PAID MEDIA: ALGORITHMS FOR

HIRE

“Know what you’re

paying and playing

for in the future of

this ever

competitive social

landscape.”

IMPLICATIONS

• Paid investments, expertise and measurement are required

Build

trust

Understand

your

audience

Create an

engaging

experience

Tell a

powerful

story

7. MAKING MEDIA CONNECTIONS

“Telling a brand’s

story is about the

full user experience

with the brand.”

IMPLICATIONS

• Integrate donor management, social media measurement and other tech tools

Tell a

powerful

story

Create an

engaging

experience

Understand

your

audience

Build

trust

Secure

funds

Secure

funds

8. NEW MEDIA: MESSENGERS AND CHATBOTS

“Many brands are

using chatbots and

messengers to

connect with

customers and create

another channel of

communications.”

IMPLICATIONS

• Keep on top of new media opportunities

Build

trust

Understand

your

audience

Create an

engaging

experience

Tell a

powerful

story

Create an

engaging

experience

9. DISRUPTIVE WORKFLOW: SOCIAL

NETWORKS CRACK THE ENTERPRISE

“Shifting toward

enterprise social

networks with the

goal of breaking

down silos,

unifying

organizations.”

IMPLICATIONS

• Use new technology to improve staff collaboration and fundraising results

Secure

funds

Build

trust

Understand

your

audience

Tell a

powerful

story

10.DISRUPTIVE WORKFLOW: YOU

NEVER LEARN ALONE

“The best learning

experience is one

where you and others

develop ideas and

solutions together.”

IMPLICATIONS

• Use tech enabled brainstorming and idea generation tools to engage and retain donors

Create an

engaging

experience

Secure

funds

Build

trust

Understand

your

audience

Tell a

powerful

story

14

“The Connected Donor Journey”

Understand

your

audience

Tell a

powerful

story that

draws

people in

Build

trust

Create an

engaging

experience

Secure the

funds to

maximize

impact

Thanks! Questions?

Brian Crimmins

Managing Partner | ONE HUNDREDChief Executive Officer | Changing Our World, Inc.

646.264.2655 | brian.crimmins@onehundredagency.com

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