Is social giving fundraising's "Third Way"?_SocialMediaWeek_13_02_12
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Transcript of Is social giving fundraising's "Third Way"?_SocialMediaWeek_13_02_12
Social Giving - fundraising’s “third way”?
Let’s get social
• Hashtags: #smwldn #smwgood
• Charlotte - @londoncharlotte
• Gregory - @sponsume
• Paull - @paullyoung
• The Good Agency - @thegoodagency
The science bit
Not everyone was convinced …
• "A brisk, authoritative and frightening report on how manufacturers, fundraisers and politicians are attempting to turn the American mind into a kind of catatonic dough that will buy, give or vote at their command.”
• Contemporary review by "The New Yorker”
And ad men took a simple broadcast approach
• “Advertising is based on one thing: happiness. And do you know what happiness is? Happiness is the smell of a new car. It's freedom from fear. It's a billboard on the side of a road that screams with reassurance that whatever you're doing is OK. You are OK.”
But times change
• "People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people."
• "When you give everyone a voice and give people power, the system usually ends up in a really good place. So, what we view our role as, is giving people that power.”
Psychology in action
A model for Social Giving
Turning social audiences into social donors
Social Giving - a definition
• Using social technology and (social) consumer behaviour in the context of charitable donations
• Fundraising with social media …• Without necessarily excluding other media
Consistency in action
Scarcity in action
Reciprocity in action
A spot of curation
Social Giving’s potential
• 54% of the UK population has a social network account
• 73% of internet users have shopped online
• 40% have used social shopping sites
• 90% of consumers trust online recommendations from people they know
• 70% trust those posted by unknown users
• Of the charities surveyed by nfpSynergy, 71% use Facebook, 62% Twitter, 50% YouTube
• 12% of internet users have donated online
• 36% of internet users have visited a charity website in the last 6 months
• The share of donations from online has risen 85% in 3 years
• 12% of UK retail revenue is from online channels
• 75% of charity:water’s $18,000,000 donations in 2011 were online
And those biscuits?