Social Media for Mobilization, Fundraising and Development - Nairobi Talk

Social Media for Mobilising, Fundraising and DevelopmentDavid Girling@socialmedia4D#SocialDevKE

Q.Is social media a good thing?

Q.Has social media changed the world?

MobilsationSocial Media Revolutions

Clay Shirky – Open Source Movement

- No managers- No profit- Linux (1993) - Google- PERL- Wiki’s- Joomla

Information Sharing

Collaborative Production

Collective Action

Four roles of social media

- Grassroots mobilisation- Organising the rise of civil society and

active citizenship- Counter rumour of propaganda- Analysing statements released by

government

- Mobile usage is expanding rapidly- Google Speak to Tweet #egypt- Facebook to form groups – covert and overt- Journalists used Twitter to report on the

ground- They uploaded links to stories, photos,

videos or blogs- Al Jazeera posted links to photos and videos- Egyptians tweets and posts were picked up

by journalists- CNN – iReports – emergence of new

reporting

FundraisingSocial Media for NGOs

Social Media for NonProfit

• Heather Mansfield• 500,000 followers• Web 1.0.• Web 2.0.• Web 3.0.

Groundswell

• Forrester Research• Analysts / Data• Social

technographics

Why use social media:

Brand awareness InformationFundraising / PromotionEngagementSharingBuild a communityCrisis communications

Social media is: - Global- Free- Immediate- Interactive- Mobilising- Empowering

Defining your objectives

- Building brand awareness- Nurturing relationships- Promoting events- Crisis management- Information dissemination- Increase traffic to the website- Increase donations- Advertise for volunteers

Defining your audiences

- Taxpayers- Current Donors- Latent Donors- Policymakers- Media- Opinion makers and opinion formers- Partners

Social Media Fundraising Tips• Start with a popular, sexy, fashionable or timely cause (sorry but this still

makes a difference)• Have and share a genuinely human story in a warm and non-patronising way• Make the story about the person and their dreams, not the charity’s (at least

not until later…)• Make it emotional but positive• Use images or video throughout• Sprinkle in some celebrity comment via social media• Share it across your social networks• Make it easy for donors to give at every opportunity• Share success as a ‘push’ for more donations• Be sufficiently fleet of foot to get your communications and messages out to

your audiences quickly• Don’t expect it to work overnight but be prepared to share and talk about it if

it does

Source: www.fundraising.co.uk

DevelopmentSocial Media

NorwichA quick case study

Internet / Mobile Stats

UK Kenya

Population 63.7m 44.9m

Internet Access 80% 47%

Mobile Subsciptions 82.7m 31.3m

Mobile Internet 49% 29%

3G Coverage 99.1% XX

Tablets 24% XX

Monthly mobile costs as % of salary

Job Monthly Salary

Cleaner 672 1.78%

Taxi Driver 1,333 0.89%

Web Designer 2,500 0.47%

Teacher 2,666 0.44%

Journalist 2916 0.41%

http://www.mirror.co.uk/news/uk-news/uk-average-salary-26500-figures-3002995

Useful linksSocialnomics videohttp://bit.ly/sociolnomics2014Can Social Media help change the world? Videohttp://bit.ly/SoMe4DInfoSave The Children – Syria Videohttp://bit.ly/most-shockingMama Hope – African Stereotypes videohttp://bit.ly/african-stereotypesAfrica for Norway Video http://bit.ly/africa-for-norwayWhat is Branding Videohttp://bit.ly/what-is-brandingRusty Radiator Awardshttp://www.rustyradiator.com

THANK YOU!

David Girling@socialmedia4D#SocialDevKE