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Widgets, Social Media & Lessons Learned Barett Christensen LDS Philanthropies
Today's Agenda: Three Lessons • Control: Is it yours or theirs? • Virality: It is simple marketing math. • Stewardship: Ignore it and be ignored.
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
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?
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
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
LDSP Widgets Plan: 10 companies 10 scholarships 90 days 2,000 emails Results: $71,000 half matching funds 9,000 visitors
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
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
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
LESSON 3: Viral Stewardship Learned from “sad experience” Viral Marketing at its finest! Maybe not
LESSON 3: Viral Stewardship • Our Five Fold Method: • Listening tools • Analysis tools • Engagement rules • Platform for engagement • Communication process modifications
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
Gatorade Mission Control • Rules of Engagement: • How influential? • Nature of comments?
Jet Blue VS SouthWest • Methods: 1-3
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…
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.
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”
Questions Contact: Barett Christensen firstname.lastname@example.org (801) 422-1940 ?