Stacie Mann and Rebecca HigmanNetwork for Good

www.networkforgood.orgwww.sixdegrees.org

What Kevin Bacon Knows about Web 2.0

What We Will Cover

• What is Web 2.0 anyway• Why it’s relevant, especially right now• Guiding principles• Getting started: Your to-do list• What Kevin Bacon taught us • What organizations are doing it well?

First Things First

• Website URL on every communication?• Find your website in search engines? • Accept online donations on your website? • Collect email addresses on your website?• Use email marketing to drive traffic to your website? • Tell your story through pictures, videos or podcasts?

Reality Check

Online is not a silver bullet, just like social media is not a silver

bullet.

What We Will Cover

• What is Web 2.0 anyway• Why it’s relevant, especially right now• Guiding principles• Getting started: Your to-do list• What Kevin Bacon taught us • What organizations are doing it well?

brian Solis of PR 2.0

Our Definition of Web 2.0

It’s about people wanting to be seen and heard. And to connect

with others.

The Official Definition (Wikipedia)

“Web 2.0 is a living term describing changing trends… It does not refer to

an update to any technical specifications, but to changes in the

ways (people) use the web.”

1.0 (launch and walk away)

2.0 (engagement)Adapted from Groundswell by Charlene Li & Josh Bernoff

brian Solis of PR 2.0

What We Will Cover

• What is Web 2.0 anyway• Why it’s relevant, especially right now• Guiding principles• Getting started: Your to-do list• What Kevin Bacon taught us • What organizations are doing it well?

Especially Relevant Right Now

• It always pays to listen• Credibility is our most enduring asset• Charities are outpacing the business

sector in social media• Web 2.0 campaigns are cheaper, but

require passionate people to make them successful

Things to Remember When Money Is Tight

1. Don't curl into a fetal position.

2. Set realistic goals.

3. Don't abuse your existing donors. Spend more time thanking them and making them feel great.

4. Get online today. GET ONLINE and ask for lots of SMALL DONATIONS, including recurring monthly gifts.

5. Don't undersell yourself. Be passionate about your emotional ROI.

6. Admit to donors that it's hard. Ask for the smallest of donations.

The messenger is everything.

We are NOT the best messengers

• 76% of givers are motivated by friends and family, says Cone

• It’s okay to relinquish control of the message

• Donors are experts at knowing how to speak about your cause to their friends and family

5 Essential Human Needs at Work Here

1. To be HEARD2. To be CONNECTED3. To be part of something GREATER THAN THEMSELVES4. The security of TRUST5. To feel HAPPY

Being heard

Being seen and connected

Being part of something greater than ourselves

Trust

There’s a place for everyone

And I do mean everyone

Happiness

… people who give [to charity] often report feelings of euphoria, which psychologists have

referred to as the "Helper's High."

So why should you care about Web 2.0?

• Because it’s growing fast and will someday completely pervasive

• Because it is powerful – relationship and conversation based

• Because it puts word of mouth on steroids• Because the price is right

Your website vs. social networking sites?

• Not an either/or choice• Make it easy to fundraise for your cause

champions• Have a hub for your organization IF your

supporters are hanging out there• Remember it is about “social” not “media”

Nonprofits Leading the Way in Social Media

Still outpacing the business world and academia • 89% reported using at least one form of social

media • 75% report they monitor the Internet for buzz,

posts, conversations and news– This compares with 54% of colleges and

universities and 60% of the Fortune 500,• 45% responded that social media is very

important to their fundraising strategy.

Source: University of Massachusetts Dartmouth Center for Marketing Research

What We Will Cover

• What is Web 2.0 anyway• Why it’s relevant, especially right now• Guiding principles• Getting started: Your to-do list• What Kevin Bacon taught us • What organizations are doing it well?

“Fitting into” a Web 2.0 World

It’s a little like a junior high school … or a foreign country

• Knowing the culture is key to survival• The person behind the message matters • Social norms/herd mentality• You have to find a way inside AND

participate (the clubs, cliques)

Respect the culture

Be Authentic Or Else.

Flickr: by functoruser

Philanthropy in a Web 2.0 World

Who Is Giving Online?*

• Online givers are young (38-39 years old)• They are generous -- ($125)• Men and women give online in equal

numbers• People passionate about something or

their friends

*Network for Good Study, “The Young and Generous”, average donation is updated since this study

Most nonprofits are now at least dabbling in social networking

Of charities surveyed….• 74% have a presence on

Facebook, average community size is 5,391

• 80% are committing at least ¼ of an employee

• 30% have built one or more house social networks

Source: Common Knowledge and ThePort Network Study

How Social Media is Changing Nonprofits• Deepening

relationships and Engagement

• Individuals & small groups are self-organizing around non-profit causes

• Facilitating collaboration and crowdsourcing

• Social change behind the firewall

Mashable

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Donor as Messenger

Wall Street Journal Gets It!

Keys to Success, Beth’s Cute Dog Theory

Assess audience – listen not a monologueSet your objectivesPolicy and EducationTime InvestmentStaff Roles Experiment

Beth Kanter, Beth’s Blog Flickr: ellooosunshine

What We Will Cover

• What is Web 2.0 anyway• Why it’s relevant, especially right now• Guiding principles• Getting started: Your to-do list• What Kevin Bacon taught us • What organizations are doing it well?

OMG! Where do I start?

People• LISTEN: Focus on where your megaphones

hang out

Objectives• Decide what you want to accomplish (hint:

community first, fundraising second)

Strategy, Tactics, & Technology• Avoid “random acts of marketing.”• Don’t be just another fool with a tool

Adapted from Groundswell by Charlene Li & Josh Bernoff

Action Item #1: Listen

Google Alerts

Why Listen?

• Big focus group• Better serve your target audience by

knowing what they're saying to others and to you.

• Respond to and/or engage critics• Stay abreast of the latest development in

your area of work • Not listening leads to an "anti-social“

strategy

Twitter - Start Listening (are they there?)

– TweetBeep.com– search.twitter.com– tweetscan.com– monitter.com– tweetgrid.com

The Good…

… And the Bad (turned good)

Action #2: Make a goal

• Don’t do it because you feel like you should; do it because it makes sense

• Don’t underestimate the power of your supporters

• Social networking calculator (ROI)

Action #3: Engage in authentic conversation.

Taking The Plunge

• How Often• Evaluate the Messenger• Who Responds• Do it Quickly (on that platform)

Where's Your Org's Social Media Policy?

Engage in a discussion -- policy creation process itself makes you think and increase understanding among staff

• Be clear upfront• Address who responds to conversation and how• Protect your brand by training your staff/volunteers• Identify which platforms you get active on, and how?• Specify the types of social media that is ok to do at work• Consult sample policies

Based on guidelines from Beth Kanter and Nancy Schwartz

#4: Make it easy for you supporters to help where they already exist

#5: Think portable in all you do online.

• Go to them: to have a conversation• Go to them: in your content (RSS)• Go to them: sign-ups on your page that

can yield regular conversation• Borrow don’t build

#6: Share control of the message

• It’s okay to relinquish control• Donors are uniquely talented at talking

about what you do• They may not get it exactly right, but that

is okay

How To Survive Web 2.0 Loss of Control

1. Brand control is gone – lots of conversations are already going on about you. You can either curse that or embrace it.

2. That’s okay – the people talking about you are part of a tribe, that can become powerful communicators for you.

3. Be simple, memorable and consistent when you talk about your organization so it’s easy for your tribe to talk about you.

4. Your brand is the meeting point between the interests of your tribe and you – they put their own spin on #3.

Source: Nancy E. Schwartz, Getting Attention Blog

Keys to Success

• Messenger• Compelling Story• Photo or Video• Catalyzing Event (deadline, matching)• Specific Ask• Blog Support• Passion!

What We Will Cover

• What is Web 2.0 anyway• Why it’s relevant, especially right now• Guiding principles• Getting started: Your to-do list• What Kevin Bacon taught us • What organizations are doing it well?

A person-to-person fundraising widget is the technology that makes that happen.

Fundraising Widget

Change.org SixDegrees Firstgiving ChipIn

ChangingthePresent

America’s Giving Challenge

• Parade Magazine, Causes on Facebook, GlobalGiving, and Network for Good/Six Degrees

• Use technology to improve their giving experience, support the causes they care about, and encourage others to give.

• $750,000 to the causes supported by the “Champions” who were the most savvy and successful in using social networking sites, like Facebook, and Web 2.0 tools.

America’s Giving Challenge

“I'm certain hundreds of wonderfulcharities were able to benefit be-cause of this contest. Small groups that rely on the generosity of the community truly benefit from this. It's a wonderful and exciting concept that really seems to have taken off in force.”

“It was a great idea and we really appreciate being able to participate. Since we are a new organization in our area this helped spread the word.”

• More than 80,000people to make donations to nearly 700 nonprofits

• Raised $2.5 million for the nonprofits represented.

What Worked?

Participants used a variety of media to promote their causes

• Nonprofit organization’s websiteBlogsEmail appealsVideo/YouTubeFliersIn person events / appeals

Who Are These Cause Champions?

• More females (77%) than males• Majority white, and highly educated • 1/3 full or part-time staff, 2/3 a type of volunteer

Source: America’s Giving Challenge Assessment and Reflection Report

More On The Cause Champions…

• They were immersed in the Challenge• Efforts went “viral via their existing networks• Smaller organizations and all-volunteer efforts tended to

be successful• Previous social media experience not required

– Novice users turned to more experienced users in their networks for advice and

• No fundraising expertise needed– Personal experience outweighed fundraising

• No size fits all

Source: America’s Giving Challenge Assessment and Reflection Report

• Not every wired fundraiser is a champion

• 5% of your might be uber activists

• The few the proud

How many are we talking about?

Causes Giving Challenge on Facebook• $571,686 in donations

• 25,795 unique donors

• 3,936 causes

The Causes application for Facebook adds the ability to solicit and make donations from within Facebook.

Causes on Facebook

Causes on Facebook

• Allows American and Canadian 501(c)(3)s to recruit supporters and fundraise directly on Facebook

• 5MM monthly active users

Causes on Facebook

• $10M donated• $5M donated so far in ‘09• $25 median donation• 192,000 unique donors• 26,000 causes have

received donations• $1.4 million raised through

Birthday Wish feature

Presence for your organization?

Love Without Boundaries

“…every bit of the fundraising was done by people like me, recruiting friends and

sending emails. The old model--wooing big donors--requires considerable time

and expense, albeit with bigger payoffs.”

Find Cause Champions & Thank Donors

• Register your organization

• Communicate with you Wired Fundraisers

• Cultivate donors

Coming Soon!

Why Does Causes Work?

• User-driven• Inherently viral • Actions turn into stories via “news feeds”• It’s all there – easy for supporters to recruit

their friends. • Easy conversations with your cause champions • Visible impact (part of a larger community)!

What We Will Cover

• What is Web 2.0 anyway• Why it’s relevant, especially right now• Guiding principles• Getting started: Your to-do list• What Kevin Bacon taught us • What organizations are doing it well?

Humane Society of the US

• Presence on networks where their supporters are

• Portable content (banners)

• Transparency

How Are You Feeling?

Questions? Contact Us!

• Slides and other good tips atwww.fundraising123.org

• Stacie Mann, 240-482-3205, stacie.mann@networkforgood.org

• Rebecca Higman 240-482-3098, rebecca.higman@networkforgood.org

References

• Beth Kanter’s Blog: beth.typepad.com

• Nonprofit Marketing Blog: www.nonprofitmarketingblog.com

• The Nature Conservancy: www.nature.org

• Peter Dietz/Social Actions: blog.socialactions.com

• The Buzz Bin: www.livingstonbuzz.com/blog

• Network for Good Learning Center: www.fundraising123.org

Social Media Toolkit

• Listening Tool - Google Reader• Search Tools - Technorati and Google Blogsearch• Home Base Blog - Wordpress.com or Wordpress.org to host your own). • Scratch Blog - Tumblr• Better Reach - FeedBurner• Mobile Blogging - Utterz ( Qik for streaming video from your phone). • Social Conversation - Twitter• Social Profile - Facebook• Business Profile - LinkedIN• Social Bookmarking - Del.icio.us• Collaboration - PBWiki• Shared Documents - Google Docs• Instant Messaging-Web Based - Meebo or Campfire• Photo Sharing - Flickr or Zooomr• Video Hosting - Blip.tv (also YouTube)

Chris Brogan is President of New Marketing Labs