Widgets, Social Media & Lessons Learned
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Widgets, Social Media & Lessons Learned. Barett Christensen LDS Philanthropies. Look for the principle and not at the tool. Today's Agenda: Three Lessons. Control: I s it yours or theirs? Virality : It is simple marketing math. Stewardship: Ignore it and be ignored.

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Widgets, Social Media & Lessons Learned

Barett Christensen

LDS Philanthropies



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Today's Agenda: Three Lessons

  • Control: Is it yours or theirs?

  • Virality: It is simple marketing math.

  • Stewardship: Ignore it and be ignored.



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Platforms Handing Over Control

The Democratization of Philanthropy

www.betterplace.org

www.change.org

www.changingthepresent.org

www.givealittle.org

www.razoo.org

www.thepoint.org

www.climatepath.org

www.dreambank.org

www.giveforward.org

www.ledn4health.org

www.microgiving.org

www.optinnow.org

www.pincgiving.org

www.sixdegrees.org

www.rengde.org

www.socialvibe.org

www.spot.us

www.wokai.org

www.bettertheworld.org

www.changexchange.org

www.citizeneffect.org

www.givology.org

www.ifwerantheworld.org

www.jolkona.org

www.pifworld.org

www.savetogether.org

www.smallchangefund.org

www.spark.org

  • www.helpalot.org

www.GiveIndia.org

www.Justgiving.org

www.CanadaHelps.org

www.globalgiving.org

www.networkforgood.org

www.firstgiving.org

www.modestneeds.org

www.universalgiving.org

www.greatergoodsa.org

www.kiva.org

www.wildlifedirect.org

www.givemeaning.org

www.brightlight.org

www.chipin.org



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Lesson 1:

  • Key Concepts:

    • Look for ways to get rid of your middlemen

    • Are little fish acting big near you? Did you know that you can act big too by acting small?


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LESSON 2: It is simple math.

Which set would you choose?

  • Set One:

    1 X 1 = 1

    1 X 100 = 100

    Grand Total = 101

  • Set Two:

    1 X 1 X 100 = 100

    1 X 100 X 100 = 10,000

    Grand Total = 10,100


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Social Media enables VIRAL GROWTH

  • Set One: Previous Model

    1 X 1 = 1 Interpersonal Comm’s

    1 X 100 = 100 Mass Communication

  • Set Two: New Social Model

    1 X 1 X 100 = 100 Interpersonal Comm’s

    1 X 100 X 100 = 10,000 Mass Communication


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LDSP Widgets

Plan:

10 companies

10 scholarships

90 days

2,000 emails

Results:

$71,000

half matching funds

9,000 visitors


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Phase Two: HAITI

2 Version Plan

1,500 email

1 young lady (16yrs old)

Results:

1,000Visitors

11 Countries

27 Donors

$2,285 Raised

Results:

1.4 Million Visitors

2.7 Million Page Views

192 Countries

102 Different Languages


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LESSON 2: It is simple math.

Which set would you choose?

  • Old model in Haiti:

    1 X 1 = 1

    1 X 1,500 = 1,500

    Grand Total = 1,501

  • New Model in Haiti:

    1 X 1 X ? = 1,000

    1 X 1,500 X ? = 1,600,000

    Grand Total = 1,601,000

Difference of about

1.5 million

more people


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LESSON 2:

  • Key Concepts:

    • Make your content/case for support easily sharable.

    • Let your donors represent you. Empower them with your tools of fundraising.

The following

1.5 million

Is a big number


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LESSON 3: Viral Stewardship

Learned from “sad experience”

Viral Marketing at its finest!

Maybe not


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LESSON 3: Viral Stewardship

  • Our Five Fold Method:

    • Listening tools

    • Analysis tools

    • Engagement rules

    • Platform for engagement

    • Communication process modifications


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Gatorade Mission Control

  • Listening & Gather:

    • Blogs, websites, Facebook, Twitter….

    • Tools: HEP Social Media Scan, Radiant6, Sysomos.

  • Analyzing data:

    • looking for sentiment, key influencers, trending topics

    • Tools: Sysomos, Radiant6, SPSS Modeler


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Gatorade Mission Control

  • Rules of Engagement:

    • How influential?

    • Nature of comments?


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Jet Blue VS SouthWest

  • Methods: 1-3



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Method Five: Communication Process Modifications

  • Comm One: Thanks for getting involved

  • Comm Two: We are half way there

  • Comm Three: We did it, good job, you and your friends did the following. Your money has been set to work.

  • Comm Four: Six months to a year later report back on what happened as a result and lessons we learned as a NPO.

  • Comm Five: You liked this, you may also like…


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LESSON 3:

  • Key Concepts:

    • Viral marketing must be met with viral stewardship.

    • Your donors expect to be involved if you use these tools. You can’t set up shop on a social site and then ignore everyone. People get the drift pretty quick. That said you can also build processes that don’t require scaling headcount as you scale users.


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Summary

  • Control: Is it yours or theirs? Think about how you can offer a service to your donors that previously was only available via a middle man or only available to the wealthiest of donors.

  • Virality: It is simple marketing math. Empowering your donors to represent you and share with their friends and family adds up fast.

  • Stewardship: Ignore it and be ignored. Are you really who you say you are? Do you really care about all your donors. Here is your chance to use technology to actually make good on some of those statements. If you don’t engage, respond to and provide the value your donors are now expecting they will simply go somewhere else

  • “It’s not about the bike”



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Questions

Contact:

Barett Christensen

[email protected]

(801) 422-1940

?


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