is social giving fundraising's "third way"?_socialmediaweek_13_02_12
DESCRIPTION
Digital is face-to-face. Digital is personal. Digital is experiential. Digital is integrated. Digital is collaborative. Why, then, do we typically focus on applying traditional giving models to digital? Why do we focus on technology and optimising payment processes rather than influencing behaviours? This session explored where traditional community fundraising meets the digital age.TRANSCRIPT
Social Giving - fundraising’s “third way”?
Let’s get social
• Hashtags: #smwldn #smwgood
• Charlotte - @londoncharlotte
• Gregory - @sponsume
• Paull - @paullyoung
• The Good Agency - @thegoodagency
The science bit
Not everyone was convinced …
• "A brisk, authoritative and frightening report on how manufacturers, fundraisers and politicians are attempting to turn the American mind into a kind of catatonic dough that will buy, give or vote at their command.”
• Contemporary review by "The New Yorker”
And ad men took a simple broadcast approach
• “Advertising is based on one thing: happiness. And do you know what happiness is? Happiness is the smell of a new car. It's freedom from fear. It's a billboard on the side of a road that screams with reassurance that whatever you're doing is OK. You are OK.”
But times change
• "People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people."
• "When you give everyone a voice and give people power, the system usually ends up in a really good place. So, what we view our role as, is giving people that power.”
Psychology in action
A model for Social Giving
Turning social audiences into social donors
Social Giving - a definition
• Using social technology and (social) consumer behaviour in the context of charitable donations
• Fundraising with social media …• Without necessarily excluding other media
Consistency in action
Scarcity in action
Reciprocity in action
A spot of curation
Social Giving’s potential
• 54% of the UK population has a social network account
• 73% of internet users have shopped online
• 40% have used social shopping sites
• 90% of consumers trust online recommendations from people they know
• 70% trust those posted by unknown users
• Of the charities surveyed by nfpSynergy, 71% use Facebook, 62% Twitter, 50% YouTube
• 12% of internet users have donated online
• 36% of internet users have visited a charity website in the last 6 months
• The share of donations from online has risen 85% in 3 years
• 12% of UK retail revenue is from online channels
• 75% of charity:water’s $18,000,000 donations in 2011 were online
And those biscuits?