Fundchange and Koodonation Workshop Slides - Nov 23, 2011

Social Media, Crowdfunding & Micrvolunteering Paul Dombowsky – Claire Kerr – Jennifer Robertson

Time: 8:30 to 10:30

Speakers: Paul DombowskyFounder and ceo of Ideavibes / Fundchange

Claire Kerr – Artez InteracKve

Cynthia Foster – HJC New Media

Jennifer Robertson – Koodo / KoodonaKon

Workshop Overview

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1.  Free Fundchange Membership for a6endingorganiza8ons

2. Mini Project PitchPlease submit your mini project pitch for an opportunity to win $400 tocarry out the project. Make sure it Kes in social media and has someimpact.

The winning project is being funded by the crowd assembled in the 2sessions here today and will be ‘voted’ on by our liVle organizingcommiVee.

3.  Door Prizes & Swag

Perks

3

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Introduction

One of Canada’s first crowdfunding sitesfor chariKes, non-‐profits and arts groupsto fund change in our communiKes -‐one project at a Kme.

KoodonaKon is the first ever Canadianonline microvolunteering community.KoodonaKon has been launched andoperates as a charitable, not-‐for-‐profitiniKaKve by Koodo Mobile

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Social Media

Claire KerrArtez InteracKve

Social Media, Fundraising… and all that good stuff!

@snoôrprofit

hVp://ca.linkedin.com/clairetoronto

www.nonprofity.com

Why engage in social media?

  Your donors & supporters are there.  Your sponsors & media contacts use this tool. An addiKonal channel for brand extension.  CompeKng organizaKons may acquire marketshare in your space.

Defini8ons: What's social media?

Facebook: The most popular social networkTwi6er: “Micro-‐blogging” toolBlogging: Plaôrms like Wordpress, Tumblr, BloggerLinkedIN: Groups & pages for professionalsFoursquare: Geo-‐locaKon toolYouTube: Canada is online video's largest market!

Digital communicaKons toolsto leverage the “real Kme” web.

50% of Canadians maintain at least onesocial networking profile.

Canadians & Social Media

62% of online Canadians aged35 to 54 have a social profile.

Women are more likely than mento visit social networking sites

more than once a day.


86% of Canadian social networkersare on Facebook!


Did You Know…Of the over 500 millionpeople on Facebook, morethan 250 million access itthrough a mobile device!

The introducKon ofthe Like BuVon

increased referredtraffic to blogs by 50%?

Facebook: A top referrer toour donaKon pages.

Yours?

Networks showing rapid growth in Canada ….

Twi6er – 19%LinkedIN – 14%


The very latest : Google+ Pages for nonprofits


How are chari8es using social media?

92% of the “Top 50” nonprofits inAmerica have at least one socialmedia presence on their homepage.

How are chari8es using social media?

Most surveyed believe social media is an effecKve channel.

Industry's aZtude towards social media

Artudes areperformance-‐based.

The majority haveaccomplished a majorgoal using social media.

Social Media & Fundraising Myths ...

Social Media & Fundraising Reality ...

70% of charities raising over $100k have budgets of $5 million or more.

Only 0.4% of organizations raised over

$100k through Facebook.

A small channelThe majority of nonprofits areraising $0 -‐ $1000 on Facebook.

80% raised $0 from YouTube, LinkedIn, Flickr.

“Five Facebook Giving Campaign Success Stories”

Four of the five success stories werecorporate sponsored!

PuZng It In Perspec8ve ….

0

50

100

All FundraisingOnline

7-‐10%

PosiKve news ….

Online acKvists are seven8mes more likely todonate, compared withsupporters who did notpreviously take an onlineacKon for a cause.

PosiKve news ….

Online donaKon is thefastest growing givingchannel.

Direct mail = $1.25Online donor = $0.07

How are nonprofits raising cashthrough social media?

  Individual donaKons directly through the web site  Lump sum at intervals through a 3rd party web site

 Gius through 3rd party applica8on (mobio/twitpay)  SMS text-‐to-‐give (cell carriers) deposit

 Group/event fundraiser proceeds  Corporate sponsor gib match donaKon

Chari8es Deploy Social Media Two Ways

External Internal

Third Party Fundraisers

Groups Individuals

Externally

External use of social media

Supporterssharing

your cause

Partner Sponsored Campaigns

Corpora8ons Celebri8es

Externally

● 

For every X we will Y up to Z

Internal Use of Social Media

Integrate ExisKng Campaigns

Internally

IntegraKon with offline events

Internally

ParKcipants using social media in fundraisingevents raisemore money on average than

parKcipants that do not.

40%more

Wondering about geZng started?

Good metrics…

And digitaladverKsing?

Which acKons happenfrom traffic referred by

which channels?

Make conversion your goal

3% to 6%

Don’t confuse tools with strategies

Needsmore

widgets!

Understanding the difference betweentools and strategies

  Widget should drive not kill conversion!

  A mulK-‐channel approach is the strongest

  is a tool ... Your strategy is knowing whatyou are going to do with it.

Wrong ques8on:What souware should I use?Right ques8on:What goal am I accomplishing?

Create Consistent C

  PrioriKzaKon of programs & o  Avoid geZng distracted by sh  Follow a planned editorial cale

Use your email networks

Average charity has 1000email addresses for every

110 Facebook fans…

Drive conversion to acKon

Take advantage of offline events

Maintain realis8c expecta8ons

  Social media is a very small but growing channel

  Howmuch 8me can you reasonably afford to spend?

www.socialnetworkcalculator.com

  The only benchmark that really maVers is YOURS.

15%

What’s Trending?

Mobile AwarenessSmartphones sales now surpass

computer sales globally.

HUGE!

The hidden mobile channel?

Your supporters arereading your appeals ontheir mobile devices.

They’ve been doing itfor a while now…

Online Video

Partnership Experiments

GamificaKon

Leveraged SEO & Ad Spend

… of 2011’s total adspend will focus onsocial networking

sites.

10.8%

Social media means …Everyone is now aspokesperson foryour organizaKon.

Build a social media policy

www.SocialMediaGovernance.com

One size doesn’t fit all

@snoôrprofit

hVp://ca.linkedin.com/clairetoronto

www.nonprofity.com

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Fundraising

Cynthia FosterArtez InteracKve

INTEGRATION AND CROWDFUNDING

The power of offline communica8on for an online campaign

Your Speaker

11-‐11-‐24 77proprietary and confidenKal

Cynthia Foster

Hons. BA from UWO; Grad of the Fundraising and VolunteerManagement program at Humber

Work: consultant at hjc, specialize in copywriKng for onlinecommunicaKon

Worked closely with Paul at Fundchange, researchingcrowdfunding, doing online communicaKon and communitybuilding

What’s there to love aboutcrowdfunding?

•  ability to really engage donors

•  draw them in, give them a sense of ownership overprojects

11-‐11-‐24 78proprietary and confidenKal

WHAT WE’LL COVER

Online aspect of crowdfunding

Offline communicaKons and crowdfunding

How to bring it all together

Q and A

Online

11-‐11-‐24 80 proprietary and confidenKal

crowdfunding appears to be driven by social media and a strong online presence

$$$

Online

11-‐11-‐24 proprietary and confidenKal 81

A lot of the campaign will be done online,auer all, the crowdfunding plaôrm ishosted online

Online Communica8on


Most appeals for the campaign will be madethrough:• email• Social media

Your blog should be used to keep peopleupdated and informed

Online


As part of the social media mix,crowdfunding compliments otherfundraising techniques

Don’t forget to...

• Use your eNewsleVer to promote thecampaign

• AVach a link and short appeal to youremail signature

• Have a youtube or vimeo channel, use it togive short updates or make an appeal


OnlinePeople visit the crowdfunding site to vote,donate, and spread the word to their socialnetworks.


Offline


Offline communicaKon plays a criKcal rolein the campaign’s success

WHY DO YOU THINK THIS IS THE CASE?

Solicita8on Channel Appropriateness

11 11 2 proprietary and confidenKal 88

Really?

donors just are not interested in donaKngvia social media

Less than 2.5% report having made adonaKon via a social network


But...

the majority of Gen Y and Gen X donorsthought that having a friend ask them todonate via a Facebook post, tweet orother social network was an acceptableand appropriate way to raise money.


Offline

A study on the Geography of Crowdfunding*reveals that the first round of funding almostalways comes from local funders

*Agrawal, Ajay, ChrisKan Catalini, Avi Goldfarb. The Geography ofCrowdfunding. University of Toronto. January 6, 2010.


Offline & Local Funders

Local funders are those people who have anestablished relaKonship with theorganizaKon.


•  The internet does remove geographicboundaries

but•  cannot rely on online communicaKon asthe sole driver of your crowdfundingcampaign


You need to integrate!


What exactly is integra8on?

The use of mulKple channels such as:– Online– Mail– Telephone– Mobile

to support one another


Integra8on and Crowdfunding

How can you integrate yourcrowdfunding campaign?

What are your thoughts?


Recommenda8ons


FACE TO FACE

Whenever possible/appropriate, ask people inperson to get on board with the campaign• Board member• Volunteers• Staff• Friends• Family• Clients, if appropriate• Engaged Donors

Offline•  Promote the project in NewsleVers•  Start conversa8ons: Call donors,volunteers, or any one you think wouldbe really interested in championing thisproject

•  If someone makes a big giu to theproject, send a personal thank you – youhave access to donor’s informaKonthrough Fundchange


Online•  Use all social media channels•  Facebook•  TwiVer•  Vimeo/youtube•  Photo blogs•  Blog•  Email appeals and on email signature (encourageothers!)

•  Share funcKons and encouragement•  eNewsleVer•  Anywhere you have a presence, use it.


Concluding Remarks1. Create a plan that uses cross channelcommunicaKon

2. Engage current supporters to champion theproject

3. Encourage people to talk about the project!

4. Keep people interested and engaged byupdaKng blogs and giving informaKon. Don’talways ask for money.


Contact

[email protected]

Web: hjc.ca

TwiVer: @hjcnewmedia.com

Facebook: hjc


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Koodonation

Jennifer RobertsonKoodo

KoodonationTM

What is Koodonation?

Canada’s first, entirely online microvolunteering community. An online hub that connects not-for-profit organizations with volunteers. Volunteering for the online generation.

What is microvolunteering?

Convenient It’s volunteerism that fits into the individual’s schedule when they have free time. And it’s all done online so individuals can also volunteer from anywhere – even their couch! Bite-sized Tasks are broken into small-ish pieces, so they’re quick and easy to solve. Crowdsourced Anyone and everyone can help. And when it comes to coming up with ideas to help non-profits, a crowd of heads is better than one! Network-managed The time demands of the manager (e.g. a nonprofit staffer) are minimized by distributing as much of the project management as possible to the network of microvolunteers. And as microvolunteers post all of their ideas and responses, the community provides added value in rating the responses and helping non-profits decide which solutions are best.

How it works.

Non-profits post online challenges on

koodonation.com

Individuals join Koodonation as microvolunteers.

koodonation.com matches the skills and interests of the microvolunteers to the needs of the non-profits.

What makes a good challenge?

… not-for-profit organizations?

- A low-maintenance way to get work done by a huge pool of talented volunteers; including creative design, website review, new product brainstorms, feedback on your website, media relations strategies, and so much more. -  A unique opportunity to save money by getting work done for free.

-  A way to raise awareness of your cause with many new supporters.

- Convenient and simple to use.

What’s in it for…

… for volunteers? -  Makes it easy for busy people to fit helping others into their schedule.

-  Is an entirely online form of volunteering that allows volunteers to lend their skills whenever and wherever they have time.

-  Makes volunteering simple with no requirements for travel.

-  Offers volunteers a way to contribute in areas that are of most interest to them.

110

Getting started

Getting started.

Step 1

Create an account. Step 2

Post a challenge. Step 3

Collect your results.

112

How it works

Once a challenge is up, the community takes over and posts answers to help solve the challenge.

How it works.

•  Microvolunteers are free to get involved in any cause that they care about, and respond to any challenges that interest them and match their skills.

•  And they can do it any time, on their own time, with no set timing commitments.

How it works.

The responses are posted on the wall of each challenge for all to see and collaborate on.

•  Anyone who feels a micro-volunteer gave a really good answer can give that person a ‘Thumbs up’!

How it works.

Microvolunteers LOVE getting feedback from the non-profits who post the challenges.

And it helps to keep the conversation going!

How it works.

And once a challenge closes, don’t forget to

thank your microvolunteers!

How it works.

Where we stand, a month after our official launch.

Durham College (UOIT), who won the Koodonation

Challenge October 13th, has over 600 microvolunteers on

its team.

Over 1700 microvolunteers have already registered on the site, and the number

grows everyday!

More than 225 answers have been posted by the

microvolunteers to answer various challenges.

More than 69 stories on Koodonation have appeared in various media, totalling just over 20 million impressions! •  37 online stories •  12 blog mentions •  9 radio station stories •  7 stories in print •  4 on TV channels

Over 69 non-profits are members of the

community.

koodonation.com

Webinar http://youtu.be/oQzQUGuuahA

• A crowd

• Business challenge / problem / quesKon you want answered – ideas

• A process and tool for engagement

• Trust and commitment in your crowd to take acKon

• Key performance indicators – what does success look like?

• Proof of acKon – your crowd wants to see what happened

Crowdfunding - What do you need?

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Donor Generations

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Millennials (born ’91 and auer) -‐ ?

Gen Y (born ’81-‐’91) – Average DonaKon $325

Gen X (born ’65-‐’80) – Average DonaKon $549

Boomers (born ’46-‐’64) – Average DonaKon $725

Civics (born ’45 or earlier) – Average DonaKon $833

Where Donors are Giving

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0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

Checkout DonaKonFundraising Event

Tribute GiuCharity Giu Shop

Online via WebsiteMailed Giu

Monthly DebitIn Lieu of Giu

PhoneThird Party Vendor

SMSSocial Network Site

“Fundraising Trends and Challenges in the Canadian Direct MarkeKng Sector”-‐a research paper from 2009 by Cornerstone Group of Companies shows:

•  Donors who make their first giu to an organizaKon online as opposed tovia direct mail have a much higher average giu

$73 vs. $30

•  There are now more than 4 Kmes the number of new donors, perorganizaKon, from online iniKaKves than 5 years ago (9M to 40M).”

Online Giving

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Who is your crowd?

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Donors

Prospects

EventAVendees

Mailing Lists

Donors’Network

Prospects’Network

EventAVendees’Network

Mailing List’sNetwork

The crowd you know The crowd you don’t know

Social Media Makes the Connection

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Projects or Doable Asks •  Easier for most people to wrap their head around asmaller project as opposed to a ‘cure’ or a ‘hospitalwing’

•  Examples:•  Piece of medical equipment•  Stream revitalizaKon•  EducaKon program•  Conference aVendance•  Sports equipment for a couple kids

PostPromoteShareFundReport

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Examples: Crowdrise (US only)

PostPromoteShareSearch/FilterFundReceiptReport

Costs:$99 + hst to join

includes 2 posKngs3.9% processing fee

Free Today

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Examples: Fundchange

38 projects posted

$37,816 in project funding from 147 funders

TELUS matching $30,000$67,816 Total Impact

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Fundchange 9 Month Report Cart

•  It’s social – the crowd promotes projects it likes•  It’s social – the crowd won’t promote projects that aren’tshareable

• Success comes to those that acKvely build a crowd• A challenge for organizaKons new to social media

•  It’s the free market at work•  It’s the free market at work

• Build sKckiness to the project• Need to pay aVenKon to write-‐up to inspire funders

Benefits & Challenges

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Things to keep in mind:

•  Crowdfunding success comes quickest to organizaKons that are social –media-‐aware and engaged. If your organizaKon is not yet social media-‐enabled, it will take Kme and human and financial resources to do so.

•  Because your efforts are only as good as the crowd you are able tomobilize to your cause, it makes sense that your organizaKon strategicallymanages and promotes its brand online.

•  Make sure your target audience is online and will give online•  If you opt to post your projects on established crowdfunding sites, do your

homework – be careful of the company you keep.

Integrating Crowdfunding into Your Organization

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•  Donor stats, etc. came from “The Next GeneraKon ofCanadian Giving” – Nov. 2010 – by Vinay Bhagat, et al

•  “The Wisdom of Crowds” – book by James Surowiecki•  “Crowdsourcing” – book by Jeff Howe•  “Fundraising Trends and Challenges in the Canadian Direct

MarkeKng Sector”, a research paper released in 2009 byCornerstone Group of Companies

Resoruces

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Thank you – Questions? Paul Dombowsky | 613.878.1681 | [email protected]

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