development in the digital age: how technology is shaping fundraising strategy
TRANSCRIPT
Development in the Digital Age: How Technology is Shaping Fundraising Strategy
10 Digital and
Social
Insights for
the Year Ahead
By Stephen Waddington – Ketchum 1-6-17
3
“The Connected Donor Journey”
Understand
your
audience
Tell a
powerful
story that
draws
people in
Build
trust
Create an
engaging
experience
Secure the
funds to
maximize
impact
1. DATA DISRUPTION DEMANDS A MORE
HUMAN APPROACH
“We can’t blindly
trust data. In 2017,
a human
interpretation of
data will be
paramount…”
IMPLICATIONS
• Validate “big data” conclusions using your personal relationships
Tell a
powerful
story
Build
trust
Create an
engaging
experience
Secure
funds
Understand
your
audience
Secure
funds
Build
trust
Understand
your
audience
2. SEE WHAT I’M SAYING
“Consumer sentiment
will continue to
become more visual
and specialized in
2017. Feelings will
be expressed as
diverse
micro-moments.”
IMPLICATIONS
• Develop systems to address complicated levels of feedback
Tell a
powerful
story
Create an
engaging
experience
Tell a
powerful
story
Create an
engaging
experience
Tell a
powerful
story
3. POWER OF MICRO-INFLUENCERS
“82% of consumers
claimed that they
would highly likely
follow a
recommendation made
by a micro-
influencer.”
IMPLICATIONS
• Identify your micro-influencers, understand their networks and direct them how to help
Build
trust
Understand
your
audience
Secure
funds
Secure
funds
Understand
your
audience
4. INTEGRATE ONLINE AND OFFLINE
STORY-TELLING
“Live streaming is
an easily accessible
way for brands to
share their offline
activities with a
broad public.”
IMPLICATIONS
• Promote live-streaming videos in real time and make them available for future viewing
Build
trust
Create an
engaging
experience
Tell a
powerful
story
Secure
funds
5. VIRTUAL REALITY GOES MAINSTREAM
“Storytellers and
brands alike are
turning to immersive
visual content to
capture and hold
people’s attention.”
IMPLICATIONS
• Don’t wait to take advantage of VR engagement opportunities
Build
trust
Understand
your
audience
Create an
engaging
experience
Tell a
powerful
story
Secure
funds
6. PAID MEDIA: ALGORITHMS FOR
HIRE
“Know what you’re
paying and playing
for in the future of
this ever
competitive social
landscape.”
IMPLICATIONS
• Paid investments, expertise and measurement are required
Build
trust
Understand
your
audience
Create an
engaging
experience
Tell a
powerful
story
7. MAKING MEDIA CONNECTIONS
“Telling a brand’s
story is about the
full user experience
with the brand.”
IMPLICATIONS
• Integrate donor management, social media measurement and other tech tools
Tell a
powerful
story
Create an
engaging
experience
Understand
your
audience
Build
trust
Secure
funds
Secure
funds
8. NEW MEDIA: MESSENGERS AND CHATBOTS
“Many brands are
using chatbots and
messengers to
connect with
customers and create
another channel of
communications.”
IMPLICATIONS
• Keep on top of new media opportunities
Build
trust
Understand
your
audience
Create an
engaging
experience
Tell a
powerful
story
Create an
engaging
experience
9. DISRUPTIVE WORKFLOW: SOCIAL
NETWORKS CRACK THE ENTERPRISE
“Shifting toward
enterprise social
networks with the
goal of breaking
down silos,
unifying
organizations.”
IMPLICATIONS
• Use new technology to improve staff collaboration and fundraising results
Secure
funds
Build
trust
Understand
your
audience
Tell a
powerful
story
10.DISRUPTIVE WORKFLOW: YOU
NEVER LEARN ALONE
“The best learning
experience is one
where you and others
develop ideas and
solutions together.”
IMPLICATIONS
• Use tech enabled brainstorming and idea generation tools to engage and retain donors
Create an
engaging
experience
Secure
funds
Build
trust
Understand
your
audience
Tell a
powerful
story
14
“The Connected Donor Journey”
Understand
your
audience
Tell a
powerful
story that
draws
people in
Build
trust
Create an
engaging
experience
Secure the
funds to
maximize
impact
Thanks! Questions?
Brian Crimmins
Managing Partner | ONE HUNDREDChief Executive Officer | Changing Our World, Inc.
646.264.2655 | [email protected]
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