Digital Revolution Final - hjc€¦ · ”Our digital fundraising jumps over the current...

The digital revolutione d g ta e o ut o

Featuring a host of new media starsHosted by Daryl Upsall

The digital revolution featuringThe digital revolution featuring…

• Daryl Upsall• Mike Johnston• Mike Colling• Marcelo Iniarra via Skype• Marcelo Iniarra..via Skype• Ritka Heino• Bryan Miller• Jason Potts …virtuallyy• Ted Hart…via Skype• Michael Hoffman• Michael Hoffman• Alfredo Botti

Pioneer years – 1994Pioneer years – 1994…• First EVER new media andFirst EVER new media and fundraising seminar

• December 1994 Channel 4• December 1994 ,Channel 4 TV theatre in Westminster, LondonLondon.

• Mike Johnston and George h fIrish from HJC Toronto,

Canada and me• 250 UK fundraising leaders

“Greenpeace Mindbombing theInternet”

G• “Greenpeace Mindbombing theI ”Internet”

• Since 1983 Greenpeace campaigners and fundraisers using an internally developed email starting with "Easylink

• By 1994 raising $50,000 USD per month online pfrom www.greenpeace.org

The “mindbombs” continueThe mindbombs continue

First White House Web site “WelcomeWeb site Welcome to the White House” Oct. 21,House Oct. 21, 1994

Anticipating the futureAnticipating the future• "This service is an example of how we can p

provide government services and information to the public in a more timely manner, more ffi i l d ff i l “efficiently and more cost effectively.“

• less than 10% of US public had access to the I t t i 1994Internet in 1994

• By October of 1995, the White House Web site's servers had loaded the home page over 4site s servers had loaded the home page over 4 million times and delivered over 50 million pages and images to users.p g g

Vice President Al Gore, 1994

Mike JohnstonHJC New MediaHJC New Media

Pioneer

www hjcnewmedia comwww.hjcnewmedia.com

There has been a lot of therapy to do with fundraisers over the years...

The early days… Daryl called it ‘catching eyeballs’

Greenpeace Online Fundraising Growth over 10 years

1200011.848

N10000

Numbe

6000

8000er

of

4000

f

don

2000

111 883

2.324

nors

0

883

MonthlySingle

EstimatedEstimated number of social media players 7 illi !– 7 million!

Technology as gya challenge to creativity?

Technology can distract us from what’s in frontwhat s in front of our eyes…

TechnologyTechnology change our conversations…

With technologicalWith technological change coming evenchange coming even

faster.... Keep it human! pRemember the human

moment!

Jason PottsJason Potts

THINK C lti S l tiTHINK Consulting SolutionsPioneer

www thinkcs orgwww.thinkcs.org

Ritka HeinoFINN CHURCH AID

PracticionerPracticionerSelling hope online

www.kirkonulkomaanapu.fio u o aa apu

FINN CHURCH AID – DIGITAL FUNDRAISING CASERITKA HEINO

FINN CHURCH AID VERY SHORTLY

23

FINN CHURCH AID – VERY SHORTLY

• Biggest development aidorganization in Finland.g

• Second biggest humanitarian aidorganization in Finlandorganization in Finland.

• Annual income 25 million euro.

2.10.2008

FCA FUNDRAISING STRATEGY

24

…FCA FUNDRAISING STRATEGY …

• Among other goals, one of the main goal is:

”Our digital fundraising jumps overthe current development and willthe current development and willbe a pioneer in new technologyfundraising.”fundraising.

2.10.2008

CASE: VIRTUAL ETHICAL GIFT ”TOISENLAINEN

25

CASE: VIRTUAL ETHICAL GIFT ”TOISENLAINEN LAHJA” (A DIFFERENT KIND OF GIFT)

• Ethical virtual gift, that works 90% in g ,the digital world.

• Annual income ~1 3 million euroAnnual income 1,3 million euro• Annual cost for marketing ~150 000

euro (11%)euro (11%).

2.10.2008

HOW DOES IT WORK

26

HOW DOES IT WORK:

• Web-pages as the marketing channel: choosefa gift.

• Add it to your shopping basket.• Pay either web-bank, credit card or sms.• Gift comes to your email or directly to the gifty y g

receivers e-mail.

2.10.2008

HOW DO WE MARKET IT?

27

HOW DO WE MARKET IT?

• Online banners• Google ad and -search• Facebook-fan pages• Print adsPrint ads• Radio• SMS to earlier buyers• SMS to earlier buyers• E-letter to earlier buyers

T l k i li b• Telemarketing to earlier buyers

2.10.2008

WHICH CHANNEL WORKS THE BEST?

28

WHICH CHANNEL WORKS THE BEST?From ~ 150 000 visitors at the shopping page:

38% via Google (ad) = 57 000 visitors15 % i G l ( i ) 11 500 i it15 % via Google (organic) = 11 500 visitors17 % Direct = 26 500 visitors11 % K fi i Fi Ch h Aid 11 % Kua.fi => via Finn Church Aid pages

60 Google (53% t t)

20

40(53% tot)Direct

2.10.2008 0

20FCA-page

WHAT HAPPENS AFTER DONATION?

29

WHAT HAPPENS AFTER DONATION?

• E-letter• Telemarketinge e a et g• Sms-marketing

F b k ti (i th )• Facebook suggestion (in the messages)• Suggestion to become a regular donor

via these channels

2.10.2008

THE YEAR ROUND

30

THE YEAR ROUNDSEE THE AD

BUY, PAY ONLINE OR

SMS

SMS, E-LETTER, PLS BUY AGAIN, IT’S

CHRISTMAS..SMS

RECEIVE E-MAIL ABOUT

THANK YOU E-LETTER AND UPDATE OF THE

MAIL ABOUT THE GIFT

AID WORK RESULTS

THANK YOU E-MAIL OR SMS: PLS

DONATE REGULARLY, NEW SEASON AD BY

SMS, UPDATE OF THE AID

WORK

,E-LETTER, PRINT, RADIO

2.10.2008

PLANS

31

PLANS …

• New digital marketing channels under work.• Updates to iPhone, iPad, smartphones – about

h d k l b fthe aid work results, about new gifts.

• From virtual gift to someting to touch: smalleasy-price accessories …with nanotechnology.

2.10.2008

Kiitos.

THANK YOU!

Marcelo IniarraMarcelo Iniarra

TC ‐ Tribe ChiefInnovatorSkype:

wwwmarceloiniarra comwww.marceloiniarra.com

“Hi Steve, Yes I want an “Hi Steve, Yes I want an

I phone 4 !I phone 4 !ppMarcelo Iñarra [email protected]

+51 9 11 5158 1206

Facebook.com/marcelo.iniarra

Twitter @marceloiniarraTwitter @marceloiniarra

..

I didn’t fail I just found ten thousandI didn’t fail I just found ten thousandI didn’t fail. I just found ten thousand I didn’t fail. I just found ten thousand ways that didn’t workways that didn’t workways that didn t workways that didn t work

BBraveryBravery

Mary had a little lambMary had a little lambIts fleece as white as snowAnd everywhere that Mary went,her lamb was sure toher lamb was sure to go...

- / -- - - - / - - - - - / - - --- - -- -- --- / ?- . / --.- ..- .. . .-. . ... / -.-. .- ... .- .-. / -.-. --- -. -- .. --. --- / ?

Play/GamePlay/Game

C ti itCreativity

Google’s new mantra: Google’s new mantra: Mobile FirstMobile First

“C“Computing power, omputing power, interconnectivity and the interconnectivity and the cloud.cloud.. . The phone is where The phone is where ppthese three all interconnect these three all interconnect and you need to get these three and you need to get these three waves right if you want to win.”waves right if you want to win.”waves right if you want to win.waves right if you want to win.

Eric Schmidt, CEO ofEric Schmidt, CEO of Google ,Google ,February 16 2010February 16 2010February 16, 2010February 16, 2010Mobile World CongressMobile World Congress

3 Digital trends3 Digital trends in a tiny screen !

m-wallets m-cards

Premium SMS

Direct MobileDirect Mobile billing

m transfersm-transfers

Contactless Near Co tact ess eaField Communication

HaitiHaiti EarthquakeEarthquake: the : the tippingtipping pointpoint !!

Mas 32 millonesMas 32 millones recaudados por la pCruz Roja en USA

SSources : http://www.webdevelopersnotes.com

Mobile ExpectationsMobile Expectations

Source : Gartner inc. 1995

“I want anI want an innovation labinnovation lab in everyNGO”

Thank o !Thank you !

Marcelo Iñarra Iraeguimarcelo@marceloiniarra [email protected]+51 9 11 5158 1206Facebook.com/marcelo.iniarraTwitter @marceloiniarraTwitter @marceloiniarra

Michael Hoffman

See3 CommunicationsSee3 CommunicationsWhy video mattersy deo a e s

http://see3.net/

October 9, 2006:G l B Y T bGoogle Buys YouTube

YouTube: Why Video MattersYouTube: Why Video Matters

–57.1AllAge

% UsersUsers (M) In 1 Minute24 hours of video are

19%11.118‐34

19%11.0<18ou s o deo a e

uploaded to YouTube

#4 Bi t Sit i th W ld

21%11.945‐54

22%12.335‐44#4 Biggest Site in the WorldBigger than MySpace and Wikipedia

52%29.8MaleGender

19%10.955+Source: Alexa

More than 1 HourAverage time spent on

48%27.3Female

Average time spent on YouTube

Source: Nielsen//NetRatings (October 2007) ‐ US audience.

Your Audience is Watching

Video is CRITICALVideo is CRITICAL f S hfor Search

The YT Nonprofit ProgramThe YT Nonprofit Program

O i ti t b fit b d i US• Organizations must be nonprofits based in US, UK, Canada, or Australia

• I d b di biliti• Increased branding capabilities• HTML channel banner• Branded side column image

• Ability to add Call to Action overlay and y yexternally linkable annotations

• More info: http://wwwyoutube com/nonprofitsMore info: http://www.youtube.com/nonprofits

Visit Yo T be com/NonprofitVideoA ardsVisit: www.YouTube.com/NonprofitVideoAwards

Michael Hoffman

• Web: http://see3.net/• Email: [email protected]• Twitter: @Michael Hoffman• Twitter: @Michael_Hoffman• Phone: +1 773‐784‐7333

Alfredo BottiAlfredo BottiWe‐Me FoundationWe Me FoundationOnline Activist

“Digital Media qué?”

www.we‐me.org

Alfedo Botti Alfedo Botti –– WeWe--Me.orgMe.org

We reached 1 Millionvotes in 51 days Alfredo Botti Alfredo Botti –– WeWe--Me.orgMe.org

1,5 Millionin 65 days

Campaign Fact: Forest Law approvedCampaign Fact: Forest Law approved

Alfredo Botti Alfredo Botti –– WeWe--Me.orgMe.org

Other facts and figures

Online Supporters GPA 2008 (2005: 160K) 1 million

$

Monthly Donors GPA 2008 (2005: 22K) 72,000

All real except 20082004 2.634.000$ Growth rate year by year Growth rate Base 20042005 3.063.000$ 16% 16%

Last Years´ Income in AR$

2006 4.238.000$ 38% 161%2007 5.500.000$ 30% 209%

ODP 2008 8.382.000$ 52% 318%Forecast 2008 12.036.208$ 219% 457%Forecast 2008 12.036.208$ 219% 457%

Inspiration…


find purpose…find purpose…

Greenpeace IndiaGreenpeace India Alfredo Botti Alfredo Botti –– WeWe--Me.orgMe.org

Overall Tatas campaign #1Overall Tatas campaign #1p gp g

• Activating 150K people in 6 months

• BNP Paribas a financier for the port has pulled out• BNP Paribas, a financier for the port, has pulled out

of the project…

• FR campaign with ROI of 10-1 in first year.

• M t i fl ti l li i ti ith l th 7• Most influential online organisation with less than 7

years in the countryy y


Benchmarking: New ZealandBenchmarking: New Zealandgg


Benchmarking: New ZealandBenchmarking: New Zealandgg

• 5.5% of population (3.7% in Forest Law in Argentina)• PM John Key committed to 15-20% cut in emissions by 2020

Alfredo Botti Alfredo Botti –– WeWe--Me.org Me.org

PM John Key committed to 15 20% cut in emissions by 2020

f dMoving forward… again


WeWe--Me.org in a nutshell: grassMe.org in a nutshell: grass--roots organisations and roots organisations and individuals taking local action, individuals taking local action, empowered by digital mediaempowered by digital media

WeWe--Me.org: everybody is invited to participate according to their Me.org: everybody is invited to participate according to their


ee e o g e e ybody s ted to pa t c pate acco d g to t ee o g e e ybody s ted to pa t c pate acco d g to t epossibilities, in any of our four programmespossibilities, in any of our four programmes

• 1 year• 2 programmes up and running• 2 programmes on their way

107 l t• 107 volunteers…• Total: 22 partner organizations• Linked to a network of 230 grass-roots organisations• Linked to a network of 230 grass-roots organisations• Empowering model…


WeWe--Me.org StaffMe.org Staff


Your Cause HereYour Cause Here


I tell my storyI tell my storyI tell my storyI tell my storyPhoto & VideoPhoto & Video


• Hope


Mike CollingMike Colling

Mike Colling and CompanyPi SPioneer – Screenager

www.mcand.co.ukwww.mcand.co.uk

The Digital RevolutionC i t Coming to a screen near you…….

21 t O t b 201021st October 2010

Prepared by: Mike Collingmike@mcand co [email protected]

What am I going to tell youWhat am I going to tell you

• The internet is just the start

• Think TV, but everywhere

Thi k th t k h d h • Think screens that know who you are, and where you are

• AND what you are interested in…

Internet users globallyG h 99 20 0Growth 1995 - 2010

28.8% Global population

Source: Internet world stats Sept 2010

We now have three screens in our lifeWe now have three screens in our life

Much more change is comingMuch more change is coming

Screens are starting to behave like hone another

Social networking as never before

And intelligent screensAnd intelligent screens

Here come the intelligent small screens

Source: Morgan Stanley

And boy are they brightAnd boy are they bright

Implications for us as fundraisers

We know who you areWe know who you are

And what else you are doingAnd what else you are doing

Ted HartTed Hart

ePhilanthropy and SkypistaePhilanthropy and SkypistaSkype: tedhartusaS ype ed a usa

www.tedhart.com

Navigating Through theNavigating Through the Present and Into the Future:

Presented by: Ted Hart, ACFRE Fundraising 2.0Twitter = @tedhart

©2010 Ted Hart

Y tYour supporters aren’t looking to buy something or give because you need the money…y

©2010 Ted Hart

… they are sharing in a y gdream, they are part of d ea , t ey a e pa t othe story, they arethe story, they are investing in successinvesting in success

©2010 Ted Hart

Relationshipse at o s ps• Spiritp• Identity

B li f• Beliefs• PerceptionPerception• Values• Culture• MeaningMeaning• Community

©2010 Ted Hart

“I had to know andunderstand my own story before I couldstory before I couldlisten to and helpother people withth i ”theirs”-President Barack ObamaPresident Barack Obama

©2010 Ted Hart

Fundraising 2.0

OrganizationOrganization

Where Fundraising and

E i ti

and Social Networking

M tExisting Supporters

Meet

PeersPeers Peers

PeersPeers Peers

©2010 Ted Hart

THANK YOU!

Ted Hart, ACFREPresident and CEOhtt //t dh thttp://tedhart.com9101 Carriage House Lane Columbia, MD 21045v 410.303.8370f 206-203-4758Facebook: facebook.com/tedhartLinkedIn: linkedin.com/in/tedhartSkype: tedhartusaEmail: [email protected]: [email protected]: @tedhart

126©2010 Ted Hart

Bryan MillerBryan Miller Strategy RefreshStrategy Refresh

Mobile revolutionaryy

www.strategyrefresh.com

The Mobile Digital RevolutionThe Mobile Digital Revolution

International Fundraising Congress, October 2010

30 f l i30 years of evolution


1981 – Mobile Digital?1981 Mobile Digital?


And the rest is historyAnd the rest is history…

• In 1980 a report for AT&T by consultants McKinsey & Co forecast a• In 1980 a report for AT&T by consultants McKinsey & Co forecast a world market of 900,000 cellular phones by the end of 2000

• By the end of 2009 there were actually over 4.6 billion mobile cellularBy the end of 2009 there were actually over 4.6 billion mobile cellular subscriptions globally

• And over 900,000 handsets are now sold every 3 days!


The Social Potential• Of the 1.9 billion additional mobile

subscriptions over the last 3 years, 1 6 billi i th

The Social Potential

over 1.6 billion were in the Developing World

• In China and India over 90% of villages are now connected through a mobile phone network

• Much Developing World growth driven by money transfer services -

ll i l ith t b kallowing people without bank accounts to send and receive money safely by text message

• Vodafone’s M-Pesa money transfer service in Kenya has over 5 million


users

Source: UN ITU Snapshot June 2010 (www.itu.int)

The Fundraising PotentialThe Fundraising Potential


Source: UN ITU Snapshot June 2010 (www.itu.int)

The arrival of the Smart Phone( h h j ‘ h ’)(rather more than just a ‘phone’)


The arrival of the Smart Phone( h h j ‘ h ’)(rather more than just a ‘phone’)

International Fundraising Congress, October 2010Images thanks to topcultured.com

With all this going onWith all this going on…

SMS MMSWeb

BrowsingSocial

NetworkingSMS MMS

TwitterSat-Nav

Camera Video Camera

Location-basedServices

Mobile

CallsMP3 Music

Player

MobileCoupons

MobileGames

EmailPlayer

…plus Countless Other ‘Apps’

What else offers you so muchfundraising potential?


fundraising potential?

In a pocket near you – soon!• In 2010 nearly 1.3 billion mobile

phones will ship globally - and 250 million will be Smartphones

• In the US and Europe virtually all p yphones sold will be Smartphones within 5 years

• eMarketer analysis predicts there will be more mobile internet users in China than the entire population ofChina than the entire population of the US by the end of this year


• By 2013 mobile phones will overtake PCs as the most common Web access device worldwide*

“For the first time there will be over 1 billion mobile devices accessingFor the first time, there will be over 1 billion mobile devices accessing internet by year-end, gaining quickly on the 1.3 billion PCs accessing the

internet – as the former is growing at 2.5 times the rate of the latter”Frank Gens Senior VP & Chief Analyst IDC


Frank Gens Senior. VP & Chief Analyst, IDC

*Gartner Research ‘Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance’. Jan 2010

Talking is so yester-year!Talking is so yester year!


SMS text message fundraisingSMS text message fundraising

• Text messaging ranks alongside calling as the top way in which mobile phones are used – and text volumes keep growingUK bil t 96 8b t t d i 2009• UK mobile users sent 96.8bn text messages during 2009 (265m/day) – up 23% on 2008*

• The UK’s Red Nose Day 2009 raised £7.8m through text donations!


y g

*Source: Mobile Data Association. January 2010

Using the phone’s camera differently- QR Codes


International Fundraising Congress, October 2010http://www.bullying.co.uk/index.php/make-a-poster.html

New website and email irequirements

““Mobile Web users are typically prepared to make fewer clicks on a website than users accessing sites from a PC. Websites not optimized for the smaller-screen formats will become a market barrier for their owners.”*

“While a quarter of people now access emails via their mobile phone, pooremails via their mobile phone, poor formatting and a lack of brand recognition means that almost a third of permission-based marketing emails are beingbased marketing emails are being deleted unread.”**

International Fundraising Congress, October 2010*Gartner ‘Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance’. Jan 2010** Experian CheetahMail . ‘Email marketing: the mobile conundrum’ Sept 2009


Source: http://www.wired.com/magazine/2010/08/ff_webrip/all/1

Location Location LocationLocation, Location, Location


Location-based social networkingLocation based social networking

Location-specificStatus Updates

Location-based Searchp

MobileVirtual Customer Loyalty

GameplayMobile

CouponsTour Guide

Customer LoyaltyProgrammes


• Earth Justice advertising campaign on the San Francisco BART rail• Earth Justice advertising campaign on the San Francisco BART rail system in response to the Gulf of Mexico oil spill

• Every check-in matched with a $10 corporate donation


With all this going onWith all this going on…

SMS MMSWeb

BrowsingSocial

NetworkingSMS MMS

TwitterSat-Nav

Camera Video Camera

Location-basedServices

Mobile

CallsMP3 Music

Player

MobileCoupons

MobileGames

EmailPlayer

…plus Countless Other ‘Apps’

What else offers you so muchfundraising potential?


fundraising potential?

GraciasGracias

’ iLet’s raise some money

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