Download - Philanthropy 2.0 Social Media Research

Community Philanthropy 2.0

Research Findings

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Last updated: March 26, 2009

Can Foundations Build a Bridge to the Social Web?

Community Philanthropy 2.0 2

The Hope

• Some successes already– Kiva– Case Foundation: American Giving Challenge– charity: Water

• Successes have been in pockets, and harness the micro• What about the wired wealthy?


The Challenge

• Traditional media channels – TV and Newspapers -- are losing power

• Social web represents the new domain, but there are barriers to entry:– Technology (and nomenclature)– New communication paradigms

• Economic recession (or restructuring)

How does one become relevant?


How We Approached Finding an Answer

• Qualitative and quantitative research• National Survey

– <800 donor respondents– >400 social media savvy respondents

• National and regional content scans• > 25 relevant interviews


The Answer: Building a Bridge Is Possible!


Primary Findings

• There’s a great opportunity amongst the 30-49 segment• 47% of all respondents 30-49 donate >$1,000• 78% of of all respondents 30-49 participate in social media• 27% of all respondents 30-49 trust it for important

philanthropic information

• <30 year old segment did not donate enough to be considered viable for major donor cultivation

• ≥50 year old segment did not participate in social media enough


Source: Aggregate Survey Results for 30-49 year olds

Current Landscape: Content Scans

• Lots of philanthropic activity on the social web– Chaotic and fragmented– No dominant voice or authority– Financials gains are limited to the thousands

• Hotbeds of activity on major social networks• Do good social networks connect millions• Yet do-good social conversations rarely evolve to the state of

philanthropy, instead focus on independent causes• High dollar donors are rarely visible


Source: Content Scans

Current Landscape: Large Players Not Present

• Traditional voices don’t play a major role– Foundations– Major charities (United Way, Salvation Army, etc.)

• Chronicle of Philanthropy harnessing blogs• Conversations are issue specific• No real local conversations

Void in authoritative, ongoing and local conversations represents an opportunity for foundations.


Source: Content Scans

Building the Social Web Bridge to 30-49 Yr. Olds


30-49 Year Old Conversation Wants

• 68% want credible information• 66% want it from a trustworthy source• Secondary interests:

– 39% want information from philanthropic experts– 36% want access to other donors



Donors 30-49 Prefer Community Oriented Content

Community Oriented Content• 45% social networks• 23% review sites• 21% message boards• 19% online forums• 17% wikis

Traditional Social Media• 15% blogs• 13% podcasts • 4% video



Analysis

• Three Dominant Indicators– Credible information– Trusted source– Community oriented social media

• Opportunity for a meaningful conversation on philanthropic matters and charities.

• Individual conversations not the right approach for trust• Instead focus on overarching community initiatives• The Guidestar Model



Donors 30-49 Desire Certain Types of Conversations

• Whether or not a nonprofit is successfully making an impact (75 percent)

• Learning about organizations that are actively working on issues and causes I care about (62 percent)

• Success stories and updates on the progress of nonprofits I support (54 percent)

• Information/updates on the issues and causes I care about (54 percent)

• Financial accountability and governance of nonprofits I support (51 percent)



Interviews Shed Additional Light

• Connect with other donors online regarding philanthropy in their local communities

• Preferences for such an online community vary greatly– peer opinions and discussions – common interest areas among participants – types of data available

• “Cost of entry” is ability to trust online space and participants


Source: Aggregate Interview Findings

Donors 30-49 Want Privacy

Forty-one percent say private conversations matter to them



Social Media Savvy 30-49 Verify Donor Trends

• Important because they represent the unharvested donor, and what donors will act like once they adapt

• 81 percent want highly credible, strong quality info• 77 percent want a trusted source.


Source: Aggregate Social Media Survey Results for 30-49 year olds

Social Media Savvy 30-49 Like Community Content… And Blogs

• Social networks – 66%• Blogs – 50% • Wiki – 24%• Review Sites – 17%• Message Boards – 16%• Online forums – 10%• Podcasts – 10%• Video – 5%



Social Media Savvy 30-49 Want Similar Conversations

• Whether or not a nonprofit is successfully making an impact (80 percent)

• Success stories and updates on the progress of nonprofits I support (74 percent)

• Learning about organizations that are actively working on issues and causes I care about (71 percent)

• Information/updates on the issues and causes I care about (70 percent)

BUT, private conversations are not important to them. 41 percent say they prefer public networks.



Conclusion

• High dollar donors aged 30-49 would welcome social media-oriented philanthropic activity with these caveats:– Highly credible, strong quality info– From a trusted source– With community oriented dialogue

• Currently, the social web does not offer this kind of conversation

• Opportunity: Consider the powerful results such an engaged community could create


Given the Ability to Build This Dynamic Bridge, What Are You Waiting For?
