Conservation 2.0: Leveraging social media for fundraising in Kenya 1 Elizabeth Mwambui Conservation 2.0: Leveraging social media for fundraising in Kenya – the case of WildlifeDirect Thesis Submitted to Malmo University For the Masters in Communication for Development 15 August 2010
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Conservation 2.0: Leveraging social media for fundraising in Kenya
1
Elizabeth Mwambui
Conservation 2.0: Leveraging social media for fundraising in
Kenya – the case of WildlifeDirect
Thesis Submitted to
Malmo University
For the
Masters in Communication for Development
15 August 2010
Conservation 2.0: Leveraging social media for fundraising in Kenya
2
“We hold in trust, for now and tomorrow, the responsibility for protection and conservation of
Kenya's extraordinary natural wealth, as represented by its fauna, flora and natural beauty.”
Mission Statement of the Kenya Wildlife Service1
"Our country has a natural resource based economy, and a significant population of this country
relies on the health of the environment to survive. We are thus obligated to protect our
environment so that it can continue sustaining our basic needs, our livelihoods and the national
economy... The time to take action was yesterday!" Iregi Mwenja, WildlifeDirect Blogger2
"One has to ask the question: is Kenya really Kenya without its wildlife?" Jeremy Hance3.
“Having spent a lifetime creating protected areas, and fighting poaching and habitat
destruction, I am convinced that it is inadequate funding that is the major challenge that we must
overcome in order to secure the world’s endangered species and wilderness places. To achieve
this, we invite the world to help.” Dr. Richard Leakey, WildlifeDirect4
"If the First World wants the Third World to continue to have wildlife - it's going to have to pay
for it." Tom Hill, Trustee of the Maasailand Preservation Trust5.
"I believe social media will become as ubiquitous to development offices as is the phone, direct
mail, and email. In the next decades, we’ll see rapid adoption of social media for many
nonprofit purposes, including fundraising (...) Beth Kanter6.
1 State corporation with the mandate to conserve and manage wildlife conservation in Kenya. It has the sole jurisdiction over 26
national parks and oversight role in the management of 33 national reserves and private sanctuaries. Not all of Kenya‟s wildl ife is found within protected areas. Some is on community (trust) land and privately owned land. 2 Iregi Mwenja: An Emerging African Conservation Leader Retrieved on 26 March 2010 from
http://baraza.wildlifedirect.org/2010/03/26/iregi-mwenja-an-emerging-african-conservation-leader/ 3 Kenya's pain, part two: decades of wildlife decline exacerbated by drought. October 20, 2009. Retrieved on 15 July 2010 from
http://news.mongabay.com/2009/1020-hance_kenya_two.html 4 Word From Richard Leakey. Retrieved on 30 March 2010 from http://wildlifedirect.org/about/word-from-richard-leakey/
5 Saving Africa's Lions. Retrieved on 15 July 2010 from http://blogs.nationalgeographic.com/blogs/intelligenttravel/2008/10/saving-
africas-lions.html 6 The Right Way to use Social Media for Fundraising: Wildlife Direct Retrieved on 15 July 2010 from
Conservation 2.0: Leveraging social media for fundraising in Kenya
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Abstract
Social media - Blogs, social networks (Facebook), micro-blogging (Twitter), You Tube, Flickr,
Maps, and Mashups (combinations) - have changed the way we work and communicate. Social
media are experiencing explosive growth rates and new prominence, not only in the lives of
individuals but as tools in democratic processes and social change (Clark 2009, Gilmor 2004).
Social media have been used for democratic campaigns in the US (Obama14
), reporting natural
disasters (Haiti15
, Tsunami16
), responding to conflict and democratic crises (Kenya17
, Iran18
,
Burma19
) emergency fundraising (Haiti20
) and others. Activists, NGOs and those in the
development field are also using social media for social change. They offer a multiplicity of
channels, easier and cheaper creation of content, and allow local and global linkages for those in
this field.
An innovative example of how social media are being used for fundraising is WildlifeDirect, a
group of conservation blogs. Started in 2004 and registered in Kenya and USA as a not for profit
organization, it provides an opportunity to secure funds for wildlife conservation through online
giving, while at the same time providing a forum for like-minded people to discuss wildlife
conservation. Limited funding for conservation contributes, alongside poaching, severe climatic
conditions, and reduction of the conservation area, to declines in wildlife and habitats. Kenya has
a natural resource-based economy, and its people depend on the environment for basic needs.
Conservation of these resources and funding to carry it out is a key concern for Government,
NGOs and Communities. WildlifeDirect has collaborated with organizations to help boost
conservation funds by providing a platform through which people can support conservation.
14
According to the Washington post, for the 2008 US elections, 2 million profiles were created on MyBarackObama.com, and Obama had 5 million supporters in other socnets. He maintained a profile in more than 15 online communities Source:
http://voices.washingtonpost.com/44/2008/11/20/obama_raised_half_a_billion_on.html Retrieved on 18 January 2010 15
After an earthquake devastated Haiti, social media became the medium in which everybody spread the word. Source: http://mashable.com/2010/01/17/social-media-political-impact/ Retrieved on 18 January 2010 16
Within hours of the Southeast Asian earthquake and tsunami, bloggers created the SEA-EAT Blog & Wiki to send out information Source: http://desirableroastedcoffee.com/2006/04/the_2004_tsunam.html Retrieved on 18 January 2010 17
Eg. Ushahidi.com a mash-up that was used to crowd-source crisis information during the 2008 election crisis in Kenya 18
One of the striking aspects of the Iran Election crisis has been the heavy use of social media, says Mashable, the Social Media Guide. http://mashable.com/2009/06/21/iran-election-timeline/ Retrieved on 18 January 2010 19
When Burmese monks took to the streets during the „Saffron uprising‟ of August 2007, fearless amateur video journalists used
concealed video cameras to take footage and smuggled it out of the country by courier or internet upload Source: http://www.redpepper.org.uk/Beating-Burma-s-blackout Retrieved on 18 January 2010 20
By 18 Jan 2009, The Red Cross text messaging and Twiter and Facebook viral campaign had raised nearly $20 million for Haiti
relief. Retrieved from http://mashable.com/2010/01/17/haiti-20-million/ on 18 January 2010
Conservation 2.0: Leveraging social media for fundraising in Kenya
7
My involvement with WildlifeDirect begun some years ago when I started using this platform to
blog and to fundraise for the organization I worked for - the Kenya Forests Working Group (part
of the East African Wildlife Society). I am still today part of WildlifeDirect community,
currently blogging at savingparadise.wildlifedirect.org. Through my involvement I have
witnessed firsthand how this media is being utilised to spread awareness and to fundraise. I also
became aware of the challenges intrinsic in the choice of blogs for fundraising.
My study’s principal purpose therefore is to explore the benefits of social media, while looking
at its challenges. It places this effort within the context of conservation funding and
improvements in the ICTs environment in Kenya.
A limited number of research and theories shape this emerging and rapidly shifting media.
Because the social/new media field keeps evolving, it is difficult to find a theoretical framework
for its analysis. (Hassan and Thomas (eds) 2006:xviii). The study has therefore assumed that the
media landscape has changed and attempted not to take an old versus new stance whose
discourse found in most literature has been critiqued (by authors such as Holmes 2005).
Instead, the dialectical view advanced by Fuchs is considered. In his seminal work, Internet and
Society, Fuchs (2008) notes that the research field of ICT&S (Information and Communication
Technologies and Society) deals with two interconnected aspects – society and technology.
Fuchs posits that the relation of the two is inherently dynamic; the two are mutually connected
and have constructive effects onto each other. Fuchs avoids the technological determinist view
that sees technology as the driving force of society or the social shaping approaches, which
consider technology as being invented, designed, changed, and used by humans and influenced
by an overall societal context. Fuchs concludes that neither is appropriate because both have
deterministic understandings of technology and society. On the one hand, ICTs are embedded
into social systems and overall society; social forces and relations shape them. On the other
hand, ICTs enable and constrain human social action. This relationship is an endless dynamical
evolving loop (2008:345). Within the development field, there has been an equal application of
optimism – (ICTs as freeing and democratising) and pessimism (ICTs as isolationist and elitists).
Conservation 2.0: Leveraging social media for fundraising in Kenya
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A middle ground has however begun to emerge, one that sees the potential of ICTs while
acknowledging their shortcomings. Case studies of how ICTs influence societies and how
societies are shaping ICTs are also beginning to emerge (e.g Ushahidi and Mpesa in Kenya).
The study is limited to Kenya although WildlifeDirect has blogs from the rest of Africa, Latin
America and Asia. The following broad questions were asked:
1. What impact has social media had on fundraising for conservation?
2. Can it be an alternative to traditional sources or help in diversification of sources of
funding?
3. Can it address the sustainability question?21
4. What attracts donations – species, language, relationships, transparency, location?
5. To what extent are the blogs affecting policies, publics and mainstream media?
6. What offline communication practices are bloggers engaged in, if any?
7. Is social media replacing traditional media? Are they used together?
8. What are the inherent power positions in peer to peer giving? and
9. An exploration of the technology – its freedoms and limitations, the state and media
regulations, and who governs new media.
The study found that WildlifeDirect is an innovative platform. It has appropriated a relatively
new technology for its use. It has had relative success in fundraising, has provided a voice for
conservationists, and has served as alternative media bringing news about species and
conservation areas from people working directly in the field. It is used to advocate for important
issues affecting wildlife conservation. Success in fundraising has not been across the board,
bringing the issue of return on investment of using the technology to the fore. Connectivity is
still a challenge in rural areas even with the introduction of the fibre optics cable and so is
transacting with Africa. Even then, bloggers acknowledge the role the blogs play for their
publicity and raising profiles.
21
In the context of donor-funded development programs and projects, sustainability can be defined as the continuation of benefits after major assistance from a donor has been completed. AusAID, Promoting Practical Sustainability, Commonwealth of Australia, 2000. Quoted by Pact Kenya in a presentation - Organizational Sustainability - made at the KCSSP – Resource Mobilization
Training Workshop held in Nairobi. December 2007
Conservation 2.0: Leveraging social media for fundraising in Kenya
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1. Introduction
Kenya's image as a safari wilderness is an enduring one. Adventurers and hunters (Ernest
Hemmingway), Hollywood films (Out of Africa) and documentaries (BBC Big Cat Diary),
national campaigns (Magical Kenya), magazines, postcards, all have contributed to promote the
image that sends millions of tourists into the country22
. In the financial year 2006/2007, tourism
accounted for 20 per cent of government income and the Kenya Wildlife Service posted record
revenues of $28 million in 2006/200723
. Not surprisingly, Kenya’s diverse wildlife and natural
resources play an important role in its economy, with wildlife-driven tourism being one of the
sectors expected to deliver a 10 percent economic growth rate per annum by the country’s blue
print for growth - the Vision 203024
. Apart from economic value, wildlife also has socio-
cultural, aesthetic and scientific value for Kenya and the world. Thus, conservation is also
carried out for conservation’s sake: ―the project of wildlife conservation in Africa is of major
importance to biodiversity, its international protectors, African states, and, most important, to the
African peoples.‖25
However, there is a decline in wildlife and habitats.26
Growth in human population, conversion
of wildlife areas to agriculture, severe climatic conditions, poaching, and funding for the
management of wildlife are the causes of the decline. Wildlife populations throughout Kenya -
inside as well as outside the national parks - have declined by 40 percent from 1977 to 1997.27
A
2009 study of wildlife decline in the Maasai Mara - one of tourism’s money-spinners - by the
Nairobi based International Livestock Research Institute (ILRI), recorded a severe decline
between 1989 and 2003 of a number of species.28
And a July 2010 study of Africa's national
parks that includes the Mara and Serengeti in Tanzania shows populations of large mammals
22
Wildlife based tourism accounts for about 75 per cent of all tourist visitors to Kenya. Source: Early Recovery of Nature-Based
Tourism Good for Kenya and Good for Biodiversity Says UNEP Head. Retrieved on 15 July 2010 from http://www.unep.org/Documents.Multilingual/Default.asp?DocumentID=528&ArticleID=5756&l=en 23
Ibid 24
Kenya Vision 2030 available for download at http://www.safaricomfoundation.org/fileadmin/template/main/downloads/Kenya_VISION_2030-final_report-October_2007.pdf 25
Africa, Africanists, and Wildlife Conservation. Peter J. Rogers. African Studies Review 48.1 (2005) 143-153 Retrieved on 1 June
2010 from http://muse.jhu.edu/journals/african_studies_review/v048/48.1rogers.html 26
See Kenya‟s Wildlife in Steep Decline. Retrieved on 22 November 2009 from http://dsc.discovery.com/news/2009/04/22/kenya-wildlife.html 27
University of California - San Diego (2009, July 16). Kenya's National Parks Not Free From Wildlife Declines. ScienceDaily. Retrieved November 22, 2009, from http://www.sciencedaily.com¬ /releases/2009/07/090707201216.htm 28
Kenya‟s Wildlife in Steep Decline. AFP. Retrived on 22 November 2009 from http://dsc.discovery.com/news/2009/04/22/kenya-
Conservation 2.0: Leveraging social media for fundraising in Kenya
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declined by up to 59 per cent. These parks, visited by thousands of tourists each year need urgent
efforts to secure their future and their role in tourism, the study says.29
A global trend
Loss of biodiversity (species, habitats and ecosystems) is being experienced globally and is
occurring more rapidly than previously thought.30
The United Nations declared 2010 as the
International Year of Biodiversity in 2002 in an attempt to halt this loss. Governments that are
signatories to the UN Convention on Biodiversity (CBD) agreed to a 2010 target by which to
save biodiversity. The target was integrated into the Millennium Development Goals in 2007 to
give it further impetus. Scientists already say that the 2010 target is unlikely to be met.31
There is
thus a renewed urgency to save biodiversity. In July this year the largest public environmental
fund, the Global Environment Facility (GEF), approved major reforms aimed at improving
access to funds by developing countries to meet international environmental challenges.32
How much does conservation cost?
Wildlife is expensive and has significant public and private costs. The costs of wildlife
conservation to the Kenyan government alone are considerable; a 1998 estimate by Emerton put
direct expenditure required to manage the wildlife estate in excess of US$ 25 million (1998:2).
This does not include the costs to communities that harbour wildlife and costs incurred by the
varied players involved in conservation. For instance the fence around the Aberdare
conservation area that took 21 years to build through an effort spearheaded by conservation NGO
Rhino Ark has cost upwards of Kshs. 750 Million (approximately $10Million) and costs about
Kshs. 10 million to maintain annually.33
Ironically, despite the money wildlife generates, in
general, little money is availed to fund government operations in the sector (Emmerton 1998:1)
or ploughed back into conservation.34
This is because there are huge demands for resources for
various sectors in developing countries. As resources are distributed according to the perceived
29
Zoological Society of London (2010, July 13). Africa's national parks hit by mammal declines. ScienceDaily. Retrieved July 19,
2010, from http://www.sciencedaily.com /releases/2010/07/100712141851.htm 30
Statistics from the IUCN Red List 2009 indicate that a minimum of 16,928 species are threatened with extinction: 21% of mammals, 12% of birds, 31% of reptiles, 30% of amphibians and 37% of fish globally are threatened. Retrieved on 25 June 2010
from http://www.countdown2010.net/biodiversity 31
Global Environment Outlook-3, 2010 32
38th GEF Council Approves Major Reforms in New Funding Cycle Retrieved on 9 July 2010 from
http://www.thegef.org/gef/node/3363 on 9 July 2010 33
Chairman‟s View. Arkive, the Newsletter of Rhino Ark. Vol. 35. November 2009. Pg 3. 34
Rhino Ark‟s Chair Colin Church says the costs of the fence have been borne by donations to Rhino Ark and inadequate funds
from Government channeled through KWS. Chairman‟s View. Arkive, the Newsletter of Rhino Ark. Vol. 35. November 2009. Pg 3.
Conservation 2.0: Leveraging social media for fundraising in Kenya
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Norton used Crowdrise to help the Maasai Wilderness Conservation Trust raise $1Million during
the Maasai Marathon campaign.38
Blogging and Internet use in Kenya
The Internet became available in Kenya in 1993. In 1995, the first commercial ISP started
operations. By the end of 1995, there was a reported 100 Internet users in the Nairobi area, and
3,000 by the end of 1996.39
In 2010, there is a reported 3 Million plus Kenyans using the
Internet.40
This number is expected to increase because of the laying of fibre optic cables and the
growth of the mobile web.
“Testing the Seacom fibre optic cable in Mombasa, and this is on steroids! Last time I had
Internet this fast, I was in Germany!”
The comments above, extracted from blogs, are part of a news item on the commissioning of an
undersea fibre optic cable that links Kenya and eastern Africa to the rest of the world posted on
the Daily Nation’s website.41
It is not surprising that Kenyan bloggers were among the first to be
excited by this development. Blogging has been very active in Kenya. According to Rotich and
Goldstein Kenya has perhaps the richest blogging tradition in sub-Saharan Africa (2008: 8). An
Alexa ranking42
used by blogger Moses Kemibaro43
shows that the popular free blogging
platform Blogger had more traffic than both the websites for the Daily Nation and East African
Standard. At the widely tweeted and blogged March 2010 Pan-African Media conference in
Nairobi, President Kibaki acknowledged the advent of citizen journalism made possible by
Social media.44
The first Kenyan blogger launched his personal blog Mental Acrobatics in March 2003 and with
it, the Kenyan Blogs Webring, which tracks hundreds of blogs with an aggregator and the
38
http://www.crowdrise.com/edwardnorton 39
Overview of the Internet in Kenya - The African Internet & Telecom Summit Banjul, The Gambia 5-9 June 2000 Retrieved on 6
July 2010 from http://www.itu.int/africainternet2000/countryreports/ken_e.htm 40
The exact figure is 3,359,600 as of June 2009 Source: http://www.internetworldstats.com/africa.htm#ke 41
Internet flurry as Kenya goes live on Seacom cable Retrieved on 1 July 2010from http://www.nation.co.ke/News/-/1056/629306/-
/ul2ena/-/index.html 42
Alexa is a tool used to rank web site traffic. The lower the Alexa ranking number the more heavily visited the site. See: http://www.alexa.com/ 43
in a presentation about Citizen Journalism made for the Kenya ICT Board Media Workshop on 23rd April 2010 44
Media Conference kicks off in Nairobi. Retrieved on 20 March 2010 from http://www.nation.co.ke/News/Aga%20Khan%20to%20set%20up%20media%20institute%20in%20East%20Africa/-/1056/881900/-
Conservation 2.0: Leveraging social media for fundraising in Kenya
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2. Existing Research on use of Social Media for fundraising/Online giving
The existing research - not specific to conservation - can be grouped into the following areas:
- Social media use in Kenya
- Online giving in developed countries
- Use of online giving by non-profits and benchmarking of impacts
- Surveys of donors – why they give and power relations in peer to peer giving
- Use of social media for advocacy
a) Social Media in Kenya
A number of studies show how New Media and ICTs are affecting the lives of Kenyans. The
latest (2010) is a national survey from market research company Synovate on access and usage.
The study suggests that the "digital divide" has began to narrow with growth, driven by the low
end of the market, witnessed more in rural than urban areas. The survey describes the digital
divide in terms of current monthly usage, potential users (especially those with mobile phones
and some secondary or above education) and those that are completely cut off (low levels of
education, are older, no access to phone, mainly live in rural areas and are in the lower income
groups). It concludes that there is significant interest in the Internet with half the non-users
saying they would use it if it was available, but three out of ten Kenyans may never use the
Internet because of literacy level, age and attitudinal barriers. It shows that access to the Internet
on mobile phones is growing at the expense of the public access routes. This is more visible in
the rural areas. Social networking and entertainment tops the list for what Kenyans are doing
online. 2 million50
are said to be on Facebook (where they also support various causes. One of
the largest groups is "Half a Million Kenyans Unite Against Greed of Kenyan Mp's (salaries)"
which currently has 18,838 members.51
) The study concludes that Internet users are reaching out
to get higher quality and more varied content.
50
But, Synovate was criticised by bloggers for this figure - Facebook at the time gave the figure of Kenyans on its site at over half a million. See comments left on Moses Kemibaro‟s Synovate‟s research on Internet usage in Kenya at http://www.moseskemibaro.com/2010/02/12/synovates-research-on-internet-usage-in-kenya/ and the blogger at
http://mboizmnoma.wordpress.com/2010/03/02/kenya-has-2-million-facebooks-synovate-c%e2%80%99mon-give-me-a-break/ - Kenya has 2 million Facebooks!!!?? Synovate, c‟mon give me a break 51
Insertion mine, not part of the study. Retrieved on 19 July 2010 from
Conservation 2.0: Leveraging social media for fundraising in Kenya
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The Kenya ICT Board through Research International carried out research on the online lives of
Kenya. Dubbed Digital Kenya, it was carried out to help organizations understand how people in
Kenya use the Internet; provide new analysis of the consumer and what motivates them to
behave in particular ways when they are on-line; and understand the needs of users to harness
opportunities and drive innovation of services. The Internet is used more than any other media
among respondents. People’s workplaces facilitate access with the mobile phone acting as back-
up for access outside of work. There is demand for phone browsing but small screens and low
content are barriers. Cost and speed is still a hindrance. In terms of usage, this study differs from
the previous one in that it shows that communication/social networking comes second to seeking
knowledge and information. It does agree that the Internet is widely used for social networks,
chats, downloading music and videos. 21 percent of respondents write their own blog. Only 29
percent have bought something online – a lack of local delivery service and secure on-line
payment is the main problem with 88 percent saying they would like to use mobile phones
transfers, a means of transacting popularised by a local phone provider.52
89 percent said there
are too few Kenyan sites and suggested e-learning and education as the kind of content they
would most like to see. At least 21percent want the government to regulate the cost of Internet,
and 32 percent want the government to increase Internet connections in the rural areas.
Other useful information was garnered through blogs an websites. Internet prices are set for
regulation in the coming months. 53
And Kenya had its first viral music video featuring
Makmende, a fictional hero created by Kenyan band ―Just A Band‖ to market its single ―Ha-he‖.
The character based on a ―bad guy‖ wannabe of the 90s became an instant sensation and became
Kenya’s first viral You Tube video.54
The video received considerable local and international
media attention, with the inevitable discussion on how Kenyans were adopting social media.55
Bloggers like White African bemoan the lack of online transaction services for Africa and
Kenya. He accuses businesses like PayPal of ―blacklisting‖ the continent by screening and
52
M-PESA is a Safaricom service allowing people to transfer money using a mobile phone. Kenya is the first country in the world to
use this service. Retrieved on 20 May 2010 from http://www.safaricom.co.ke/index.php?id=745 53
Fibre optics and changes in rates Retrieved on July 1, 2010 from http://www.nation.co.ke/business/news/-/1006/854926/-/hdbo47z/-/index.html 54
http://en.wikipedia.org/wiki/Makmende 55
E.g Daily Nation http://www.nation.co.ke/magazines/buzz/-/441236/887778/-/g5qf98z/-/index.html, the Wall Street Journal http://blogs.wsj.com/speakeasy/2010/03/24/kenya-launches-countrys-first-viral-music-video/, CNN
http://edition.cnn.com/video/#/video/world/2010/03/31/mckenzie.kenya.viral.sensation.cnn Retrieved on 15 July 2010
Conservation 2.0: Leveraging social media for fundraising in Kenya
16
providing extra security measures for transactions carried out whilst on the continent, making it
difficult for people to use.56
These researches show:
- The Internet is becoming more popular in Kenya. Given a chance to use it, more Kenyans
will socialise, entertain, and look for local content.
- Social networks enjoy the bulk of Internet visits and time.
- The mobile phone has overtaken many modes of communication as one of the most preferred
ways to communicate and transact business.
- It’s not enough to have Internet access; capacity to use, and attitudinal changes are essential.
- There is not enough research on social media for social change.
- Online transactions with Africa are still a challenge for business.
b) Online giving in developed countries
Online giving has continued to grow in the developed countries. A study of nonprofits that
compared online fundraising results for the first six months of 2008 to the same period in 2009
shows a 22.13% growth in online revenue with more than $15.42 billion given to online US
charities in 2008.57
Donations to environmental, conservation, and animal-welfare charities in
2009 showed a 2.7-percent increase to $6.2-billion, according to Giving USA, but cannot
compete with human needs like feeding the hungry.58
An environmental crisis helps like the
catastrophic oil spill along the Gulf Coast; organizations responding to the disaster are getting
extra attention from donors.59
c) Use of online giving by non-profits and benchmarking of impacts
Not much in terms of local (Kenya) empirical research is available on the use and impact of
online fundraising. The researcher however found several studies (mostly American and from the
UK) that are tracking trends and benchmarking achievements. Fundraising is a popular theme in
56
Being in Africa Makes You Untrustworthy Retrieved from http://whiteafrican.com/2010/07/05/being-in-africa-makes-you-untrustworthy/ on 15 July 2010 57
The state of Online Giving Retrieved on June 26, 2010 from http://www.nten.org/blog/2009/09/24/state-online-fundraising on June
26, 2010 58
Environmental Groups Chalk Up 2.7% Increase in Gifts, Report Finds Retrieved on June 26, 2010 from http://philanthropy.com/article/Environmental-Groups-Chalk-Up/65817/ 59
Conservation 2.0: Leveraging social media for fundraising in Kenya
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philanthropy websites (e.g philanthropy.com) and blogs (e.g BethKanter.com) where survey
results are shared. These are useful as a number of donors on WildlifeDirect are from these
nations.
Beth Kanter's blog (www.bethkanter.com) is an authority on online fundraising and social media.
Kanter, alongside Allison Fine, has written a book The Networked Nonprofit: Connecting with
Social Media to Drive Change based on her experiences with the subject. It mentions
WildlifeDirect. The whole premise of the book is that social media powers social networks for
social change (2010:10). They have come to the following conclusions: social media are not a
fad or a trend; they will continue to grow (2010:5). Networked nonprofits do not use just one
tool, they use many tools and they are no rules about what will work for a particular organization
(2010:6). Although the digital divide persists, it is closing rapidly (2010:6). However, for a time
organizations might need to continue using traditional media, while preparing for a future of
wide use of social media especially among the youth (2010:8). Nothing will ever substitute face-
to-face engagement; trust that happens in a room between people is hard to replace, therefore
online and offline engagement augment each other (Ibid). The time to use social media
especially in the beginning when there is a learning curve needs to be invested (2010:10). Human
beings want and need to connect with one another in meaningful ways. These connections are
being made through social networks that are the conduits for the conversations that power social
change. The job of nonprofit organizations is to catalyze and manage those conversations (Ibid).
Another study conducted by Philanthropy Action, ―Social Networking and Mid-Size Non-
Profits: What’s the Use?‖ is not encouraging. Respondents, selected randomly via Facebook
Causes pages and through a list60
, say that in terms of fundraising and attracting volunteers social
media is not very effective. While advocates of social technologies say these are not the only
metrics by which social technologies should be judged, the majority of respondents to the survey
cited these metrics as driving their participation. Nonetheless, the overwhelming majority say
they are going to increase their investment in the use of social networking.61
60
Charity Navigator, an independent evaluator of Non-profits in the USA 61
Social Networking and Mid-Size Non-Profits: What‟s the Use? Timothy N. Ogden and Laura Starita November, 2009 Philanthropy Action Retrieved on June 26, 2010 from http://www.philanthropyaction.com/documents/Social_Networks_and_Mid-Size_Non-
Profits.pdf
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Closer to home, Sangonet, a development information fortal for NGOs in South Africa, in 2003
outlined the lessons and challenges of online fundraising in South Africa by looking at case
studies of NGOs that have tried online fundraising. It concluded that online fundraising is rarely
the sole method of fundraising that NGOs engage in. Online fundraising is usually part of a
comprehensive resource mobilisation strategy that involves both traditional and non-traditional
methods of fundraising. Traditional media and other forms of public outreach are critically
important to the success of online fundraising (2003:3).
d) Why people donate
The question on why people donate has been with us even before the advent of new media. Guy
and Patton [1989 quoted in Pollach et al 2005: 1) argue that the strongest motive to donate is the
deep-seated human need to help others. This intrinsic motivation is far stronger than extrinsic
factors such as tangible or intangible rewards. Its most effective activator is an appeal to help
others. The 2008 Bank of America Study of High Net-Worth Philanthropy that polled wealthier
givers bellies this finding. Those polled believe charitable contributions have a greater impact on
their personal fulfilment than on the organizations they support.62
Pollach also found that people's trust in both the organization and the Internet are key factors in
shaping their attitudes toward online giving. Thus, nonprofits need to pay particular attention to
donor relationships, process transparency, and transaction security in order to induce people to
donate online. The Bank of America study also shows trust and relationship building ranked
high, as does a study done in the UK by the Fundraising Standards Board (FRSB).63
Wealthy
donors told Bank of America they have high expectations of charitable organizations:
appropriate amount spent on overhead, acknowledgement of contributions, and full financial
disclosure and protection of personal information. The giving attitudes and behaviour of more
than 250 donors in the United States and Canada surveyed by Penelope Burk quoted by the
Fundraising Forum64
, show similar results. Large majorities said that they would continue to give
if they received prompt acknowledgments of their gifts, confirmation that the contributions were
62
2008 Bank of America Study of High Net-Worth Philanthropy - Initial Findings Fact Sheet Retrieved on 15 July 2010from http://giving.typepad.com/files/2008-hnw-study---initial-findings-fact-sheet-final.pdf 63
FRSB survey confirms trust influences 75% of people in giving. Retrieved on 15 July 2010 from http://www.fundraising.co.uk/news/2010/02/02/frsb-survey-confirms-trust-influences-75-people-giving 64
"Charities‟ treatment of donors key to understanding why they stop giving" Fundraising Forum Number 75 March 2007 p5
Retrieved on 20 July 2010 from http://www.dmi.co.za/images/Forum_75.pdf
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d. Online survey
A survey of the WildlifeDirect donors was undertaken. Ten people responded to the survey,
which was seeking to discover donor relationships with the blogs: how they found out about
WildlifeDirect, which blogs they supported, what influenced their giving, and what feedback
they expected. The survey was created using Poll Daddy and was publicised on the Facebook
page of WildlifeDirect, on the home page of the site and on my blog.
d. Collecting field notes
I collected pieces of information related to the study such as email newsletters. The data was put
in a folder and labelled with basic information such as where it fits into the research e.g the
newsletter on changes to methods of payment was labelled as challenges of online payment. The
biggest drawback with this method was that one ends up with long passages of text, which might
or might not be useful but have to be analysed anyway. In the end I looked for common themes
and issues, what Tacchi et al call codes (2003:37-42)
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e. Ethical questions when undertaking Internet research
There has arisen much uncertainty, debate, and disagreement over ethical considerations
surrounding research and new media. States have developed policies for the ethical conduct of
research, administered as codes of research conduct (Sage 2008:277-8) Some considerations
taken while undertaking this of study from the AOIR code of ethics (2002) were:
- Online research is likely to be far more productive if the researcher has the support (or at
least agreement) of the site owners although one broad consideration is if the site is
public, there are fewer obligations for informed consent. I had the consent of site owners.
- If the posters, authors, and subject are vulnerable or at risk the researcher has an
obligation to protect them.
- If the research focuses on publicly accessible archives then there may be fewer
obligations to protect individual privacy.
Time frame and Site of study
The research took place between February and July 2010. It was mainly on the Internet - the
WildlifeDirect website and blogs (www.wildlifedirect.org), and other websites of interest, and on
the ground - at the offices of Wildlife Direct and various Interviewees from the conservation
NGO sector.
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4. Analysis
Qualitative research often produces volumes of messy material. (Patton 1990:372, Marshall et al;
1995:111). Data analysis is required to bring order, structure and meaning. Although there are no
agreed methods for analysis, nevertheless there are guidelines to assist in analyzing data. Some
of the prescribed strategies include searching for common themes, categories and patterns among
the data guided by research questions, which often shift as data is collected and new questions
emerge. (Marshall et al 1995:111-112). Patton describes strategies that include case and cross
case analysis. An open-ended interview can be used for cross-interview analysis for each
question; answers from different people are grouped by topics (1990:376-7).
This study’s analysis adopted a case description of WildlifeDirect, cross interviews analysis,
which grouped answers under a common theme without providing metrics, and looking for
themes and coding field notes and content from the website(s). A description of WildlifeDirect is
in 4(i) below. A portion of the cross-interview analysis for the interviews (face-to-face, email
and Skype) is in included as 4(ii). Only a sample is presented, as it’s lengthy. The rest can be
found as Appendix 2. As explained in the methodology I coded information collected with an
emerging theme. During the analysis stage, I checked to see whether codes applied or new codes
were needed. A number of data ended up with more than one code. Table 4(iii) shows a sample
of the field notes/content analysed. The rest is in Appendix 3. The rest of the data collected,
including from observations and unobtrusive means I used as raw data for discussions and to
support, cross-validate and check accuracy of statements as well as for presenting contrasting
views. I used Poll Daddy (polldaddy.com) for an online survey of donors. Because I was using
the free version, I am unable to link to the results. I thus copied results off the site. Results are
included as Appendix 4. Three questions of interest are included in 4(iv)
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4(i) About WildlifeDirect
The term ―WildlifeDirect‖ refers to the non-profit organization registered in the USA and Kenya,
and to the website (www.wildlifedirect.org), a collection of blogs, which enable anybody,
anywhere to participate in conservation through online donations.
Blogs (an abridgment of the term web log) are sites, usually maintained by an individual, with
regular entries of commentary, descriptions of events, or other material such as graphics or
video. Many blogs provide commentary or news on a particular subject; others function as
personal online diaries. A typical blog combines text, images, and links to other blogs, web
pages, and other media related to its topic. The ability for readers to leave comments in an
interactive format is an important part of many blogs.68
WildlifeDirect has brought together
many blogs on one site. The blogs focus primarily on conservation as a subject while raising
68
Source. Get the most out of your blog. WildlifeDirect Blogger Manual v4. page4
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funds for it. WildlifeDirect vets blogs before inclusion on the site. Blogs can be found via a
Species and region drop down menu and are also listed. The bloggers on the platform are
protecting species, saving wetlands, woodlands and forests, carrying out advocacy, helping
animals in captivity, working with children and communities, tackling poaching, are vets and
doctors, researchers and scientists; the variety of their conservation activities is reflected online.
WordPress, the popular open source blogging software runs the site, which has 123 blogs.69
Dr. Richard Leakey70
and others founded WildlifeDirect. They were, ―convinced that the current
developments on the internet provided the best opportunity for securing a future for wildlife: an
approach that could harness the collective energy of countless good conservationists and
combine it with millions of individuals around the world who have a genuine concern for the
future of the planet’s wildlife and unique habitats. These people would connect through the
internet to create a movement powerful enough to produce a virtual endowment capable of
reversing the catastrophic loss of habitats and species.‖71
Its mission is to provide a voice to
frontline conservationists while giving those who care about wildlife the opportunity to follow
day-to-day activities on the ground, provide support to initiatives of their choice and to read
about the actual results that their donations have enabled.72
Donations are used for a myriad of needs and activities including
purchasing of equipment like computers and GPS, food for orphaned
animals, patrol vehicles, school fees and bursaries for needy children
in communities that border wildlife, field veterinary care, de-snaring
exercises and wages for rangers an scouts.
Apart from raising funds for conservation, the blogs also provide a
platform for conservationists to tell their daily stories. WildlifeDirect
represents perhaps the largest online community of conservationists. Blogs are used for advocacy
such as the high profile campaign to save wildlife and other animals from poisoning by the
69
Figure provided in the Annual report for 2009 p7 70
Internationally renowned palaeontologist and conservationist. Also former Director of the National Museums of Kenya and the
Kenya Wildlife Service, Secretary to the Cabinet and Head of Public Service, Kenya. Credited with halting the large scale slaughter of elephants in Kenya for ivory in the 1980s 71
How We Began. Retrieved on 20 June 2010 from http://wildlifedirect.org/about/how-we-begun/ 72
Mission Statement Retrieved on 20 June 2010 http://wildlifedirect.org/about/mission-statement/
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agricultural pesticide Furadan, also known as Carbofuran, which has also caused at least one
human fatality,73
to create awareness on the illegal bushmeat trade74
and to protest against
unsuitable development in wildlife areas.75
The website also has a news area through which
journalists can access news, video, podcasts, and photographs. As with other blogs, readers
participate via commenting. Readers can also submit reports to the site through a unique mobile
phone enabled platform called WildlifeTracker (http://wildlifetrackers.wildlifedirect.org/)
recently added. Built on the Ushahidi76
platform, it is used for sharing sightings of rare and
endangered species, and to report incidences such as poaching, logging fires and other threats to
wildlife. Reports are made via sms, email or web.
According to web statistics provided online, WildlifeDirect’s reading audience is comprised
primarily of college educated people aged 35 – 65 and is located: 45.6% Northern America,
15.21% Northern Europe, 7.2% South East Asia UK, 6.5% Africa, 5.4 % Western Europe
and 3.9% Oceania. It has over 70,000 unique visitors per month. In 2008, the community
donated to over 70 projects raising nearly $500,000 that went directly to the field.77
A new version of the website was launched in early 2010. It provided new features to enhance
user experience and optimize the site for ease of use. For example, top recent stories are flashed
on its homepage making it easier to find what is ―hot‖ within the blogs. There is a separate
section for "Latest Blog Posts" from all bloggers and buttons for the organizations social sites.
The website also introduced paid for advertisements to raise income.78
Bloggers got a unique
Report Aggregation System (RAS), to enable them to access information pertaining to their
blogs.79
This information includes traffic, donation information by country and by donor,
comments and number of posts, and enabled bloggers to apply for funds through an online form,
enabling them to track the application progress online.80
These and other functions were geared
to improve transparency and accountability on WildlifeDirect's part and to speed up interaction
73
A 3 year old boy is reported to have died on the website. Retrieved on 20 June 2010 from
Jatropha is an unviable economic crop – it just does not make sense Retrieved on 20 June 2010 from http://arochakenya.wildlifedirect.org/2010/05/19/jatropha-is-an-unviable-economic-crop-it-just-does-not-make-sense/ 75
See: Important Changes at WildlifeDirect, Support our conservation partners directly, and Handling donations to WildlifeDirect on http://baraza.wildlifedirect.org. 87
Handling Donations to WildlifeDirect. Retrieved on 20 June 2010 from http://baraza.wildlifedirect.org/2010/04/20/handling-donations-to-wildlifedirect/ 88
Support our conservation partners directly. Retrieved on 20 June 2010 from http://baraza.wildlifedirect.org/2010/03/31/support-
our-conservation-partners-directly/ 89
.eg Lion Guardians via Panthera Retrieved on 20 June 2010 from http://lionguardians.wildlifedirect.org/2010/03/25/important-changes-to-how-you-donate-to-lion-guardians/ 90
e.g The Arabuko-Sokoke Schools and Eco-tourism Scheme (ASSETS) http://assets.wildlifedirect.org/2010/08/04/letter-from-an-assets-student/ 91
Handling donations to WildlifeDirect Retrieved on 20 June 2010 from http://baraza.wildlifedirect.org/2010/04/20/handling-
donations-to-wildlifedirect/
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4(ii) Sample of Cross Interview Analysis (Face to Face/Email and Skype Interviews)
Interview Guide Responses
Impact of social media
on fundraising
- [WD] Some blogs have been very successful. $2000-4000/month considered
good. e.g Lion Guardians rasied $1695 and Ewaso Lions $2000 in March 2010.
There is a group of dedicated donors give about $40. Some give higher - up to
$100. WD's blog Baraza raises about $1300/month.
- [Alice- Pride of Kenya] Raised Kshs.13Million offline, supported mainly by
Kenyan corporate organizations. POK blog did not raise much money.
Organization blog raised £2000 in 2009 although not specifically for POK. Blog
didn’t raise enough publicity - about 5 people following the campaign on blog,
not many responses – had more response from Facebook pages. Campaign had
another website sponsored by a local IT company. Money raised by POK goes to lion proof bomas (fences for the local community that keep lions away from
livestock), paying for education, 25% went to wild in art (concept originator),
rest to organizations with existing Lion programs.
- [EAWLS] had two blogs – Saving Kenya’s forests and the Waterhole – both
have raised about $150. Not well utilised.
- [Nature Kenya] Blogs indirectly linked to Nature Kenya include David Ngala
and Friends of City Park - not aware how much raised. 10000birds blog (not part
of WildlifeDirect) raised funds for NK partner Friends of Kinangop Plateau
[FOKP] used for educational/awareness locally of the Sharpe's longclaw bird
and Kinangop plateau
- [Charlie Moores] Offered a permanent way for the FOKP to get their work promoted on the internet. They felt their voice wasn’t being heard and a lot of
opportunities for funding and help simply wasn’t coming their way. Fundraising created awareness - in the long run that will be more valuable than the amount of
money raised. - [Insects] raised $400 in passive mode, not directly soliciting for funds.
- [Turtles] $60. Could be because did not blog very actively until recently. Blog
heightened profile.
- [Colobus] From May 2009 until April 2010 just under $2000.
- [Stripes] Raised about $100. Didn’t ask readers to donate
- [Monkeys/Bushmeat] Not used blogs to fundraise directly but has one scout
supported through the blog. Uses blog to fundraise indirectly by portraying self
to potential donors as a serious field professional worth supporting
- [Rhino Ark] Blog has not raised a comparable amount to annual rally event used
for fundraising - [Arocha] raised relatively little funding via blog. Best thing from it has been
raising awareness about conservation issues such as Dakatcha Woodlands
4(iii) Sample Coding of Web content/Field Notes
Lion Guardians - given as example of successful fundraising
Notes Codes
- Blog raised nearly $34,000. Received donations of digital cameras, mobile phones, and camera traps Raised $1000 for the Lion Guardian Games.92 Guardians have
directly stopped ten hunting parties from killing lions93
- Initiated fundraising events for the project e.g UK Zoo Africa Alive raised $4,73194.
- ―Sponsor a Lion Guardian‖ campaign has seven Guardians sponsored - covers all the costs of a Guardian (wages, equipment, monthly admin costs, phone credit)95
Conservation 2.0: Leveraging social media for fundraising in Kenya
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- Relationship building - Donor sent a card to her sponsored Guardian, and donated new laptop to the project96, (other examples of relationship building: Nothoney
blogger raised more than $800 for Wildlife Direct for her birthday. The staff at
WLD called from Nairobi – and sang ―Happy Birthday.‖ 97 Whale shark blogger -
instead of a gift register for wedding asked people to make donations to the her
organization instead. Bought own microlight98)
Relationship building
4(iv) Poll Daddy WildlifeDirect Supporter Survey
The survey was done to get a view from the supporter's side of what attracts them to the website,
what motivates their giving, and what feedback is expected. Ten people responded to the survey
which was posted on the main site (and flashed as a top story to get attention), on the
WildlifeDirect Facebook pages and on my blog and is still online.
Location of supporters
USA 7
United Kingdom 2
Finland 1
95
Ibid 96
Ibid. Peter Dietz, founder of Social Actions, says “Donations will be a consequence of meaningful engagement, not a
measurement of it.” The Right Way to use Social Media for Fundraising: Wildlife Direct. 96
After 2008 Kenya crisis foreign tourists stayed away and the Mara Conservancy, 100% dependent on tourism revenue, in dire
situation. WildlifeDirect raised $150,000 to for them http://wildlifedirect.org/about/how-we-begun/ 103
Where blogs are mentioned, see Appendix 2: Cross interview analysis. Names in brackets have been shortened to reflect subject of blog thus Watamu Turtle Watch is Turtles, Saving Stripes is Stripes, Dudu Diaries is Insects, Samburu Monkeys is Monkeys,
Bushmeat in East Africa is Bushmeat, Colobus Trust is Colobus.
E.g Lion Guardians Facebook cause has tapped into a new online community, amplifying publicity of the project Lion Guardians Annual Report 2009 p13 108
See comments section of Important Changes at WildlifeDirect. Retrieved on 20 June 2010 from
Instead of a gift register for wedding, blogger asked people to make donations to the her organization instead. Bought own microlight http://whalesharks.wildlifedirect.org/2010/01/14/tagging-expedition-2010/ 111
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the USA.113
In Kenya, Carbofuran, a derivative of this poison is still on sale but WildlifeDirect is
in discussion with government and others to have a ban that will stop its sale.114
Whereas some bloggers have had good success with mainstream media (Insects, Bushmeat),
others have not (Colobus, Turtles, Stripes). Other successes have come from offline engagement
with media houses (Arocha). The Nation Media Group, Kiss FM and Easy FM supported the
Pride of Kenya campaign, said Alice and were a key factor in its success. The blogs however
fulfil the alternative journalism role of providing news previously found in newsletters and
reports of NGOs. The donor respondents say they get up-to-date information on African wildlife,
news from people working in the field and the blogs have brought many important conservation
projects to peoples' attention. The impact of these efforts and of the donations people make are
more clearly visible than in occasional publications from NGOs, a respondent says. And,
although there are a number of blogs in Kenya, few focused on environment says Kahumbu,
WildlifeDirect thus occupies an enviable niche. The Bushmeat E.Africa blogger says he has been
reached by mainstream media via his blog.
The blogs are not used in isolation. They are promoted using other media such as social networks
(Facebook, Twitter), mass media and other online sites. Lion Guardians have featured in a
number of articles, videos, documentaries, news items. (WildlifeDirect Annual Report
2009:13).115
There seems to be some reciprocity: the blogs have helped stories cross over to
mainstream media and mainstream media stories have been shared on the blogs. When a young
boy died of ingestion of the poison used to kill wildlife in western Kenya, WildlifeDirect
interviewed the boy’s father and produced a video that had substantial viewership. The story
appeared on National Geographic news and in local dailies (WildlifeDirect Annual Report
2009:9)
113
FMC will not reintroduce Furadan in Kenya Retrieved on 15 July 2010 from http://baraza.wildlifedirect.org/2010/04/08/fmc-will-not-reintroduce-furadan-in-kenya/ 114
Task Force on poisoning finally making progress Retrieved on 15 July 2010 from
See also comments on Lion Guardians blog e.g "Greetings from Canada Antony! I just heard about your program on Canadian television. I‟m extremely impressed with your mission. Keep up the good work. I‟ll be sure to share the information with my family
and friends" at http://lionguardians.wildlifedirect.org/about-lion-guardians/#comment-3841
Conservation 2.0: Leveraging social media for fundraising in Kenya
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The mobile phone could be an important tool for social change. It has overtaken many modes of
communication as one of the most preferred ways to communicate and transact business in
Kenya.
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7. Conclusion
What other theories, frameworks and strategies are driving new/social media research. What
should we as conservationists and participants in social change be aware of in our appropriation
of new technologies whatever they may be? I outline below, final thoughts for consideration.
The Hype Cycle and Adoption phases
The adoption of a technologies brings with it risks. Schultz and Jungherr in the Digital Activism
Decoded say we must be aware of these risks. ―A group of activists might adopt a digital tool too
early - before that tool gets widespread social traction,‖ they warn. Activists they say must
become technologists - managing risk, paying attention to adoption trends, and deciding which
opportunities to follow and which to leave behind. They present two widely used concepts that
are helpful when thinking about the life cycle of technologies. The ―Hype Cycle,‖ is used to
analyze the popularity of a technology. A second concept, ―adoption phases‖ shows difference
between early and late adopters and their consequences. The Hype Cycle helps organization to
tell when the ―buzz‖ about new technology has died down and to determine that the technology
can do what it claims and whether it will have some staying power. For adoption phases, an
organization has to determine whether its users and audience are ready for a technology. Thus,
they conclude that although one solution does not exist, organizations must understand the
potential a technology holds before they commit to it. (2010:33-4). Social media are also rapidly
changing. Some surveys already say blogging is nascent and social networks are growing.
(Universal McCann 2009:4-5).
The Network Society
Van Dijk (2006 quoted by Fuchs 2008:100) has defined "network society" as a form of society
increasingly organizing its relationships in media networks gradually replacing or
complementing the social networks of face-to-face communication. As a result, individuals can
do more independent of the permission or cooperation of others. But as collaboration among far-
flung individuals becomes more common, the idea of doing things that require cooperation with
others becomes attainable, and the range of projects individuals can choose as their own
therefore qualitatively increases (Benkler 2007:8). Among criticisms levelled against the
networked society, is the ―Babel Objection‖ – if everyone talks, who listens and who filters
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information? A second argument is that there is a fragmentation of discourse, and polarization -
people reinforcing each other’s views and beliefs, without engaging with alternative views or
seeing the concerns and critiques of others. A third critique is that the emerging patterns of
Internet use show that very few sites capture a large amount of attention, and millions of sites go
unnoticed (Benkler 2007:234). The networked society Benkler argues has answers to all three.
But, first, lets consider the re-emergence of mass media.
The Centrality of traditional media
"What does not exist in the media does not exist in the public mind" (Castells 2007:241).
Critics argue that although new technologies have revolutionized communications and
cooperation it's not enough: "individuals (...) talking to each other may be nice, but they cannot
seriously replace well-funded, economically and politically powerful media" (Benkler
2007:236). Writing on new media Gilmor predicted the "comeback of business and
governments" (2004:210). Many newsmakers are now converting their content so that it’s
accessible across platforms and devices, and is properly formatted and tagged so that it is
discovered and shared, while governments have appropriated these tools for themselves. Critics
thus claim that professionally produced content continues to dominate as the primary source
from which people get their news and content. If one looks at the top most read news websites
for instance, only few blogs make it. Further, the re-emergence of mass media has also caused
the old politics of control to return; a small number of sites being read by the vast majority of
readers replicate the mass media model, perhaps adding a few channels, but not genuinely
changing anything structural (Benkler 2007:235).
In support of the Babel Objection, traditional media is also said to bring professionalism to issues
and has well-researched observations that citizens do not have. Near-universal visibility and
independence enable them to identify important issues percolating in society. They can provide a
platform to put them on the public agenda. They can express, filter, and accredit statements about
these issues, so that they become well-specified subjects and feasible objects for public debate
among informed citizens (Benkler 2006:197). A further concern raised by the re-emergence of
mass media has to do with control by state in authoritarian regimes.
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The networked society Benkler argues has answers to the critiques. On the Babel Objection,
there are peer-produced sources of filtration and accreditation; peer reviews and pointing to
original sources of claims. Information flow in the network is also much more ordered than it
seems. Some sites are more widely read but users tend to cluster around communities of interest
(such as WildlifeDirect). From empirical evidence, Benkler says that in each of these clusters,
the pattern of some high visibility sites continues, but as the clusters become small enough, many
more of the sites are moderately linked to each other in the cluster. Through this pattern, the
network forms into an attention backbone. ―Local‖ clusters can provide initial vetting and ―peer-
review-like‖ qualities to individual contributions made within an interest cluster. Observations
that are seen as significant within a community of interest make their way to the relatively visible
sites in that cluster, from where they become visible to people in larger clusters. This continues
until an observation makes its way to the ―superstar‖ sites that hundreds of thousands of people
might read and use. For instance, WildlifeDirect might be a regional cluster but being linked to a
superstar site such as Mongabay.com and National Geographic gives it larger exposure. Four of
our supporters said they found the site via links to other sites. Commenting and posting directly
to the superstar sites creates shortcuts to wide attention for small sites. Thus attention in the
networked environment is more dependent on being interesting to an engaged group of people.
(Benkler 2007:12-14). In an interview with Mongabay, however, Kahumbu says that large-scale
changes in media need to happen in order for the world to start tackling the environmental crisis:
"Today's global headlines are monopolized by scandals, Enron, Financial crisis, Iraq, the
British MP's allowances, Swine flu, Kenyan elections, Wii, Britney Spears baby…you name
it. We are inundated with unimportant information every single day [… ] I think we need to
be snapped out of our stupor to realize what's really happening. We need to take action. We
must change those headlines. I think we could create a global culture of caring for the planet
by having headlines on the health of Planet Earth everyday...."128
Concerning criticism about control of mass media, new technologies provide the potential to be
independent of both state and business control. They offer a platform for citizens to cooperate
and provide observations and opinions, and to serve as a watchdog over society (Benkler
2006:177). Further, the Internet allows individuals to abandon the idea of the public sphere as
128
Economic crisis threatens conservation programs and endangered species, an interview with Paula Kahumbu of WildlifeDirect.
Retrieved on 13 August 2010 from http://news.mongabay.com/2009/0817-hance_kahumbu.html
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55
primarily constructed of finished statements uttered by a small set of actors, and to move toward
a set of social practices that see individuals as participating in a debate (Benkler 2006:180). In
Kenya during the 2007 elections and in the subsequent crisis, the internet became an important
medium for political debate among residents and diaspora Kenyans. Blogs and websites were a
source of information, opinions and images. News and events captured via mobile cameras were
uploaded to sites. They became an important source of information. (GISW 2009:147). In Iran
in 2009, after government controlled the flow of information within and without the country,
foreign audiences had to rely on mobile phone footage and Twitter feeds for news.
"To the inevitable question (...) how much better we were able to understand the situation on
the ground through citizen produced media, one can only answer by pointing out how much
more ignorant we would be if it wasn’t for the content that made it out of Iran." Sanjana
Hattotuwa, of the Sri Lanka-based Centre for Policy Alternatives said (Just Journalism
2009:3).
However, this is a too optimistic view of new technologies. Authoritative regimes such as China
block websites. And the question has been asked about sources: what are the relative weights
between the ideas expressed in large circulation media and alternative ideas available elsewhere?
If one person gets all her news via blogs, does this automatically mean that her understanding of
the world and important issues is different from a person who only reads mainstream
newspapers? (Manovich 2008:35).
Media Convergence
But the audience often mixes and picks it's content from varied sites. Most of the content
available online – including content produced by individuals – finds audience (Manovich
2008:34-35). It is Jenkins migratory audience going in search of entertainment (Jenkins 2006:2).
They create ―The Daily Me,‖ "My News, My Way" - an information environment tailored to
interests. What this has meant therefore is that tactics for getting attention consider all these
aspects to achieve their goals.
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Fuchs C. (2008). Internet and Society: Social Theory in the Information Age, New York: Routledge
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Appendix 1 List of Interviewees
1. Dr. Paula Kahumbu – Director, WildlifeDirect 2. Ali A Kaka – IUCN Regional Director 3. Paul Matiku – Executive Director, Nature Kenya 4. Anthony Kariuki – Pact Kenya (in his own capacity) 5. Michael Gachanja – Deputy Director, East African Wildlife Society 6. Dominic Kimani – Friends of Kinangop Plateau (FOKP) 7. Alice Owen – Born Free Foundation 8. Colin Church, Chair Management Committee – Rhino Ark
List of Bloggers interviewed
1. Arocha Kenya (http://arochakenya.wildlifedirect.org) A Rocha Kenya is a national branch of A Rocha, a Christian conservation organisation, “that demonstrates God‟s love for his world by facilitating a deeper understanding of creation and practical care for it through scientific research, environmental education and sustainable community-based conservation programmes.”
2. Saving Stripes (http://savingstripes.wildlifedirect.org/) A blog about Grevy‟s zebra in the Laikipia-Samburu savannahs of Northern Kenya. Grevy‟s zebra are the largest, prettiest and rarest of all the zebras – there are three species of zebras in the world. [Referred to as Stripes in analysis]
3. Colobus Trust (http://colobus.wildlifedirect.org/) The Colobus Trust is a conservation organisation designed to promote the conservation, preservation and protection of primates like the rare Angolan Colobus monkey (Colobus angolensis palliatus) and its coastal forest habitat in southern Kenya. [Referred to as Colobus in analysis]
4. Samburu Monkeys/Bushmeat E.Africa (http://bushmeateastafrica.wildlifedirect.org) [Referred to as Bushmeat/Monkeys] Bushmeat - The illegal use of wild meat (bushmeat) is perhaps the least documented, but most far-reaching use of wildlife in eastern and southern Africa. It is believed to involve more people and to have a greater effect on wild animal populations, including those in protected areas, than any other wildlife activity. This blog was started to show just how significant the level of bushmeat off take is in Kenya and the entire East Africa Samburu Monkeys – This blog is about pruimates found in northern Kenya‟s amazing forests and plains
5. Dudu (Insect) Diaries (http://dududiaries.wildlifedirect.org/) This blog is a virtual dudu safari through the fascinating world of bugs [Referred to as Insects in analysis]
6. Watamu Turtle Watch (http://watamuturtlewatch.wildlifedirect.org/) This blog is about the WTW programe started in the 90s, in Watamu at the Kenyan coast to look after turtles. The organization – Local Ocean Trust promotes the environment in general. [Referred to as Turtles in analysis]
7. Charlie Moores (10000Birds.com) Charlie Moores, writer, photographer, and world birder extraordinaire, blogs for 10,000birds - declared one of the 100 Most Informative Blogs in the world by Carnegie Mellon University in 2007. The Blog is about birds – the approximately 10,000 species in the world that the bloggers hope see – and contains commentary on natural history, science, politics, conservation, travel, and blogging.
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Appendix 2: Cross Interview Analysis (Face to Face/Email and Skype Interviews with bloggers)
Interview Guide Responses
Impact of social media on fundraising
- [Kahumbu] Some blogs have been very successful. $2000-4000/month is good. e.g in March 2010 Lion Guardians raised $1695 and Ewaso Lions $2000. A group of dedicated donors give about $40 average. Some give higher - up to $100. WD's blog Baraza raises about $1300/ month.
- [Alice - Pride of Kenya Campaign] raised Kshs.13Million through the Pride of Kenya event, supported mainly by Kenyan corporate organizations. POK blog did not raise much money although that‟s why it was set up. Born Free blog (organization) raised £2000 in 2009 (not specifically for POK.) Blog didn‟t raise enough publicity, not many responses – had more response from Born Free Facebook pages. About 5 people following the campaign on blog. Campaign had another website sponsored by a local IT company
129. Money raised by POK goes to lion
proof bomas (compounds for the local Maasai), paying for education for pastoralists, 25% went to wild in art (concept originator), rest to organization with existing Lion programs.
- [EAWLS] had two blogs – Saving Kenya‟s forests and the Waterhole – both have raised about $150. Not well utilised.
- [Nature Kenya] Blogs that are indirectly linked to Nature Kenya include David Ngala and Friends of City Park - not aware how much was raised.
- [FOKP] 10000birds blog (not part of WildlifeDirect) raised funds for NK partner Friends of Kinangop. Plateau used for educational/awareness locally of the Sharpe's longclaw bird and Kinangop plateau
- [Dudu Diaries] Raised $400 in passive mode, not directly soliciting for funds.
- [Watamu Turtle Watch] $60. Could be because did not blog very actively until recently. Blog heightened profile.
- [Colobus Trust] From May 2009 - April 2010, just under $2000. - [Saving Stripes] Raised about $100. Didn‟t ask readers to donate - [Samburu Monkeys/Bushmeat E.Africa] never used blogs to fundraise
directly but has one scout paid by a supporter through the blog. Uses blog to raise funds indirectly by portraying self to potential donors as a serious field professional worth supporting
- [Rhino Ark] blog has not raised a comparable amount to annual rally event used for fundraising
- [FOKP] Funds raised by 10,000Birds used for awareness and education on the Sharpe‟s longclaw
- [Charlie Moores] Able to offer a permanent way for the FOKP to get their work promoted on the internet. They felt their voice wasn‟t being heard and a lot of opportunities for funding and help simply wasn‟t coming their way. Fundraising created awareness of the FOKP, of Dominic, and the Sharpe‟s – and perhaps in the long run that will be more valuable than the amount of money we raised.
- [Arocha] raised relatively little funding via the blog. The best thing from it has been raising awareness about conservation issues such as Dakatcha Woodlands
Is it alternative means of fundraising
- [Kahumbu] Not enough for core costs. Have received grants. - [Alice] Online giving not an alternative but part of strategy. Great potential
in Corporate/ individual Kenyan giving. We build online communities - not necessarily to ask for money immediately money but for support.
- [Dudu Diaries] Innovative, but will not replace the traditional method - for
129 Prideofkenya.co.ke
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large science and conservation initiatives the process of review and thoughtful writing and structuring of proposals are essential.
- [Watamu Turtle Watch] Have only recently started a Facebook page and regular blogs. Expect it requires a lot of time to raise large funds. “Time is something small projects such as ours do not have”
- [Colobus Trust] Considered as extra way of fundraising, not main focus funds-wise. Probably won't ever replace traditional methods.
- [Saving Stripes] Definitely does not begin to replace traditional fund raising.
- [Arocha] Not given the blog the best shot for fund raising - haven't posted enough nor asked directly sufficiently to truly test its effectiveness. However, don't think it will replace other forms of fund raising.
Can it help with sustainability
- [Kahumbu] No administration fee taken for the funds transferred. Dependent on grants for core costs and activities such as training bloggers. Google helped with advertising and promotion of site. Giving site more time to see whether it can sustain itself with current changes. Site is needed to face new crisis – biggest pesticides (swiftly overtaking poaching) and climate change
- [EAWLS] Using traditional donors, membership, legacies and endowments. Only recently embracing online means.
- [Nature Kenya] No. A culture of philanthropy through individual lacking in Kenya
- [Anthony Kariuki] CSOs in a precarious position, especially with shifting to basket funding – bi-laterals are using one operator like CDTF to get value for money and reduce administrative cost. Need to diversify. Future funds can come from the exchequer via devolved funds, endowment funds for forests and wildlife, Corporates and deepened philanthropy among individuals. Should be part of sustainability plans. Need to consider global geo-politics and crises.
- [Colobus Trust] reaches a limited audience as far as large funders goes, because [thinks] “a lot of older people with the money to donate don't necessarily do it online.” A lot of input time-wise for return on money, but keep peoples in the loop and thinking of organization.
- [Saving Stripes] Huge amount of work to maintain the blog, but payoff in terms of finances is small
- [Ali Kaka] It [sustainability] is a difficult question. Will remain a challenge for many years. Fundraisers have to be innovative and constantly keep the interest and concern of the public alive. Awareness and regular communication is key. Building of endowment/reserve/etc funds can ensure regular streams of funding. This however also has its risks e.g affected by global finance crisis. Some funds lost their savings and have been struggling to recover. What is a better way to secure long term investments to maintain endowments?
- [Rhino Ark] Creating an endowment fund with Kenya Govt (which has pledged shilling for shilling for what has been raised by RA) to fund conservation in perpetuity. Strategy is to include aggressive international campaign including online giving (Kenya is protecting wildlife for everyone not just for Kenya)
- [FOKP] We raise our funds through membership and income generating activities. But 10,000Birds raised awareness on us.
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What attracts donations - language, species, area,
- [Kahumbu] Highlighting critical issues/crisis helps e.g flooding in Ewaso. Depends on how story is sold. Species that get attention – in general great apes, elephants, lions, giraffes, turtles, animals in captivity. Also interesting areas, individuals (charisma), community projects such as art for gorillas. Trees, insects, snakes don‟t do that well. Some bloggers are savvy, some busy “putting out fires” in addition to blogging
- [Alice] Capturing people's imaginations. Repetition. Personal face-to-face engagement with Corporates. A champion. Break down donations – itemise. Businesses want ROI – sales, publicity, sustained relationships, feel good factor
- [EAWLS] blogs have not been regularly updated could be reason for low funding
- [Nature Kenya] FOKP enthusiasm impressed 10,000birds. Traditional donors not very keen to protect just one species – doesn‟t fit within the normal style, they want to see ecosystem based action
- [Dudu Diaries] not sure - having a charismatic species helps - insects is challenging
- [Watamu Turtle Watch] A bit of all (species, language, area), though the less 'cuddly' the species the more difficult. Marine environment difficult to promote. People seem to like to have a tangible goal, ie a species and if possible an individual.
- [Colobus Trust] Species first, definitely - if choice between Gorillas and lions or colobus monkeys, not likely to be first choice for donations. Then the personal interest with staff, knowledge of where the money is going and a desire to make a difference.
- [Samburu Monkeys/Bushmeat E.Africa] Language has to be clear, what you want to achieve.
- [Rhino Ark] Rally event is exciting and for a good cause - individual and corporate donors respond to that. The "good cause" is visible and tangible.
- [Arocha] Heart-string pulling stories about "sexy" animals such as lions & gorillas, language & style of writing in a way which really engages with the reader is a major component also as well as regular and most importantly frequent posting.
Blogs affecting policies, publics, mainstream media
- [Kahumbu] Advocacy campaign against lion poisoning. Discovered the issue of poisoning via blogs that reported animal poisoning (vultures, lions) by Carbofuran. Started wildlife poisoning blog to provide centralised information on the issue. Caught international attention. Got contacted for linkages with people on the ground. In Europe and the UK activists around the world began to help – e.g collecting signatures, tourists taking photos and sharing them. Issue introduced to Kenya parliament independentently MP for Naivasha in relation to Lake Nakuru. Saw opportunity for synergies Just started a series of meetings with government. POK campaign by Born Free helped to bring the issue to the fore. The US has banned Furadan because of the attention it has received. Trying to get it banned in Kenya and have it withdrawn from local shops. Carbofuran still on sale.
- Other kinds of advocacy have been presentations through avenues like Pop tech and Ted X. Prefer to promote the bloggers rather WD
- Generally local media not very interested in the stories. WD tried to use all columns in the dailies – health, agriculture, media.
- [Alice] POK aimed to raise awareness and funds for the conservation of lions in Kenya. Decorated lions displayed in and around Nairobi providing a free, public art display - highlighted the need to protect lions and their habitats throughout Kenya. Huge media support for Pride of Kenya - Biggest boost in kind support by Nation Media Group. Also on Radio: Kiss and Easy FM. Also ended up on Facebook as “negative publicity” - pictures of lions being vandalised circulated on Facebook.
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- [Nature Kenya] We are advocating against poisons and chemicals – the bird committee is dealing with this issue - has appeared on WD blogs. Policy and advocacy is very time consuming but not very well funded even by traditional donors
- [FOKP] Have been interviewed by local media because of blog. Met a lot of people because of the blog
- [Dudu diaries] uses blog "all the time” to influence publics, media, policy. Has had work from blog on BBC, Swara, many online stories including National Geographic and other more regional online media
- [Watamu Turtle Watch] Basis of its work is advocacy- showing the good and the bad. Media - not yet but have had press and documentary people visit.
- [Colobus Trust] Blog deals less so with policies, but keeps people informed. Stories from blog have not made it into mainstream media – attention has been though offline effort.
- [Saving Stripes] Not received any media attention or used the blog for advocacy and influence.
- [Bushmeat E.Africa] Targets decision makers whose action (decision) can influence the course of illegal trade. Has engaged mainstream media who find him via blog
- [Rhino Ark] RA heavily involved in policy advocacy but through direct lobbying not blog. Also invested in community around the fence and in the conservation area - said to be the most informed/aware in this region
- [Arocha] yes, quite a bit, more so than fund raising so far. A certain amount of media attention on the Dakatcha woodlands.
Offline practices - [Kahumbu] For advocacy on Carbofuran - meetings with government. - [Alice] Pride of Kenya was a major mass appeal public event to raise
awareness and funds for the conservation of lions in Kenya. - [Dudu Diaries] Engages "very much" in other offline fundraising activities - [Watamu Turtle Watch] Run volunteer programme and also hold
fundraising days, though event fundraising takes valued staff away from work. Classic catch 22 for conservation projects!
- [EAWLS] Blogs underutilised. Have just started online payments of membership via 2checkout and future strategy will include online fundraising.
- [Arocha] Proposals & philanthropists
Is social media replacing traditional media
- [Kahumbu] No. poor access resulting in infrequent logins. - [Alice] For Pride of Kenya - multimedia approach that included SMS giving - [Iregi Mwenja] All work undertaken communicated through the internet,
local and international media and scientific journals. Mix. - [Dudu Diaries] The non-monetary value of blog is sharing the message of
conservation with many different audiences across the world e.g recent blog had comments from the USA, Rome, Ghana and Pakistan - this shows you what an incredible platform for communication WildlifeDirect is.
- [Colobus Trust] Blogging helped reach a wider audience that already had an interest in conservation.
Inherent power positions in peer to peer giving
- [Kahumbu] Those who were donating giving directly to bloggers and did not allow overheads. This is the reason they liked WildlifeDirect in the first place - all funds directed to activities
- [Nature Kenya] Individual donors give on the basis of faith – start from a point of trust that the money will be put to good use – no obligation to meet strict rules and guidelines. Makes conservation friendlier, easier to implement projects. Traditional donor have bigger demands - proposals have to fit criteria, therefore are tailored to that criteria and are not
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necessarily issue drive. In the end NGOs “package” for donor requirements. Lack of unrestricted funds to be directed to crisis However both methods require transparency and accountability – once ruined funding is out of the window and can also ruin reputation.
- [Anthony Kariuki] No rigorous demand for accountability; the traditional donor is willing to invest in checks, the individual donor normally cannot.
Technology, its limitations,
- [Kahumbu] Need for a techie team - many technical requirements to get such initiatives to be successful. Developing the new website took a long time. Bloggers still writing as if they are reporting (cultural) needed training on how to make blogs newsy. Poor access resulting in infrequent logins. But people are using cellphones. Some bloggers are savvy.
- Paypal issues with Africa and issues of tax once WD is no longer receiving money for bloggers - not all bloggers have 501c status in the US like WD does and the donors do not get tax relief. People are looking for alternatives – but the e-transaction market largely untapped.
- Need to create more interaction – community of readers. Many bloggers in Kenya, but mostly techies and political commentary. Africa doesn‟t really blog on environment, such a platform is needed. Many people on social networks – Twitter and Facebook.
- [Alice] SMS campaign needed to be longer, at least three months all the same 12,000 people participated showing the potential. Much potential with mobile phones - with small amounts its possible to raise a lot of money.
- [FOKP] Community could see the blog posts about them over the mobile phone. Community enthused by the idea and had technology to see for themselves what they were contributing to.
- [Dudu Diaries] Internet slow especially for uploading video etc, making time for blogging a challenge
- [Watamu Turtle Watch] Bad connectivity, it takes hours to down and upload, staff time.
- [Colobus Trust] A lot of input time-wise for return on money, but it's to keep people in the loop and thinking of them. Another way to get donations
- [Saving Stripes] A huge amount of work to maintain blog, payoff is small in terms of finances. Main limitations and challenges are time to keep up the blog; writing a good post and posting regularly takes a fair amount of effort.
- [Arocha] poor internet connection; lack of sufficient time to commit to it (or staff to take it over)
- [Bushmeat E.Africa] any computer literate person can blog, it is the interest to learn that matters. Technology is the next frontier. E.g embracing of new technologies like the use of MPESA services to raise money for the Mau forest.
- [Ali Kaka] New and an innovative method, been successful for many organizations. But high maintenance and specialised method and still out of reach for most countries in Africa without outside help. WWF, et al dedicate considerable staff and funds to keep the system updated, attractive and relevant.
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Appendix 3: Coding of Field notes and Content Lion Guardians - given as example of successful fundraising by Kahumbu
Notes Codes
- Blog, raised almost $34,000 through online donations in two years. Received donations of digital cameras, mobile phones, and camera traps Raised $1000 for the Lion Guardian Games.
130 Guardians have directly
stopped ten hunting parties from killing lions131
- Initiated fundraising events for the project e.g UK Zoo Africa Alive raised
$4,731132
. - “Sponsor a Lion Guardian” campaign has seven Guardians sponsored -
covers all the costs of a Guardian (wages, equipment, monthly admin costs, phone credit) are covered by a donor.
133
Fundraising/Impact Offline activities Itemization
- Relationship building - Anne sent a card to her sponsored Guardian, and donated new laptop to the project
134, Nothoney blogger raised more than
$800 for Wildlife Direct for her birthday. The staff at WLD called from NAIROBI – and sang “Happy Birthday.”
135
- Whale shark blogger - instead of a gift register for wedding asked people to make donations to the EAWST instead. Bought own microlight
136
Relationship building
- Facebook cause has tapped into a new online community, amplifying publicity of the project
137.
Multiple online channels
- Joined the campaign against Furadan, which has been widely used in rural Kenya to eliminate lions, hyenas and other carnivores. Media attention led to ban of Furadan in USA
138
Media, advocacy
- Have featured in a number of articles, videos, documentaries, news items (National Geographic Magazine, Marie Claire, American vogue, Reuters, Swiss TV)
Media
- Faces of the blog are the Guardians e.g Kasanga, and Lions are a charismatic species
139
charismatic species + individuals
WildlifeDirect Annual report 2009
Paula Pop!Tech Social Innovation Fellows program of 2009 for work at WildlifeDirect. Invited to speak at TEDx Nairobi in July (p11)
Adopting technology/sharing experiences
Wildlife Poisoning campaign received wide coverage (p2) Elephant conservation and illegal ivory trade was a major story, blog posts attracted international media attention (p10) Major news sites picked stories on 2009 drought written by bloggers including Mongabay.com, the BBC, and National Geographic among others
Advocacy/media
MacArthur - US$ 250,000 grant enabled expansion into Rwanda, Burundi, Other sources –
Ibid. Peter Dietz, founder of Social Actions, says “Donations will be a consequence of meaningful engagement, not a measurement of it.” The Right Way to use Social Media for Fundraising: Wildlife Direct.
Kahumbu "We have much to share with each other -- each activist or group of activists is working on a different animal or aspect of the problem. We are stronger working together than we are alone.” http://causeglobal.blogspot.com/2010/01/social-enterprise-2010.html 139
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Uganda and Tanzania, purchased computers, cameras and filming equipment to facilitate blogging in the field, improvement of the web tools that WildlifeDirect Owen & Mzee Foundation - US$50,000 support for core costs Arcus Foundation - US$30,000 for general support (p13) In summary, Foundation Grants (51%), Online and check donations (45%) and others (4%). Expenditures consisted of General Administration (6%) and Program Expenses (94%). Included under Program expenses are operation support expenses for field officers. P21
grants, to support core costs an specific activities
Online donations were generally low in 2009 compared to 2008 due to the economic down turn. In 2009, US$231,000 paid directly to the field projects (89 bloggers).
Impact
Apes/primates popular (cercopan, bornean sunbears, gorillas) as well as Lions going by donation trends p18-19
Popular Species
Key challenge remains achieving sustainable funding – hope to incorporate more corporate sponsorships and foundation support but online fundraising key tool for projects.
sustainability
2009, severe drought in Kenya, bloggers reported on its effect on wildlife. Their stories attracted world attention p9
Responding to crisis
Wildlife Direct website
After 2008 Kenya crisis no tourists, the Mara Conservancy, 100% dependent on tourism revenue, in dire situation. WildlifeDirect raised $150,000 to for them
140
Response to appeal for assistance after the massive flood hit Samburu
141
Elephant voices exceeded initial target of £100,000, raised £118,000 in direct and online donations to the rebuilding of our research facility, destroyed by flooding on March 4th, 2010. Support from friends, donors especially in the US and in UK, Kenyan and international media, publicized our plight and helped raise international awareness.
142
More than just raising funds, giving voice to Africa‟s real conservation heroes, many who risk lives to save wild animals
143
Crisis/surge in donations Media support Networks voice
Goal is to movement big enough to respond to any wildlife crisis in Africa. Online community
emergency-flood-relief-fundraising-target-achieved/. Also had a link on JustGiving - http://www.justgiving.com/ste-research-camp-floods gives total online as £6,428.00 and updates on own website - http://www.savetheelephants.org/. 143
reference: Africa, fricanists, and Wildlife Conservation Peter J. Rogers Africa, Africanists, and Wildlife Conservation. Peter J.
Rogers. African Studies Review 48.1 2005 143-153 Retrieved on 1 June 2010 from http://muse.jhu.edu/journals/african_studies_review/v048/48.1rogers.html. "writing on wildlife conservation in Africa have, for the most part, been dominated by natural scientists, international NGO staff, and journalists" 144