Presentation I just gave at the Nationale Vakdag Fonsenwerving 08 on Social Network Fundraising

2. Social network fundraising
& the role of online networks
The future of fundraising
in a networked society
Bryan Miller
Head of Strategy & Consumer Insight
Cancer Research UK

6. The Six Degrees of Kevin Bacon
Almost 90% of all actors can be linked
to Kevin Bacon - within six degrees

7. The Six Degrees of Kevin Bacon
?
Rutger Hauer Kevin Bacon
Almost 90% of all actors can be linked
to Kevin Bacon - within six degrees

8. The Six Degrees of Kevin Bacon
oracleofbacon.org

9. Six Degrees of Separation

10. Three Degrees of Separation?
Friends
Family
Work
Shared Interest Networks
e.g. e.g. e.g. e.g. e.g.
Religion Hobbies Sport Music Locality

11. The Networked Society

12. The Networked Society Consumer

13. So, what does this mean
for the future of fundraising?

14. The Future of Fundraising
“The future of fundraisingis to stop interrupting
“The future of advertising is to stop interrupting
what people are interested in and to become
what people are interested in”
JWT

15. The Future of Fundraising

16. Traditional individual donor fundraising
follows a ‘funnel’ approach
We put prospects in the top
We present them with
fundraising asks
And we see who comes out of
the bottom with a donation

17. Traditional individual donor fundraising
follows a ‘funnel’ approach
But, every year that goes by…
keeping the funnel filled
becomes an ever more costly
process…
to deliver the volume of people
we need to come through with a
donation

18. Things need to change!

19. What if we flip the funnel?
- we get a supporter megaphone!

20. Social media makes this possible
(that’s why it’s so exciting!)

21. Social Networking Sites
Just one part of the Social Media Landscape
- but an important one for fundraisers to understand
Web-based services that enable the formation of virtual communities by
allowing individuals to…
(1) construct a public or semi-public profile within a bounded system
(2) articulate a list of other users with whom they share a connection
(3) view and traverse their list of connections and those made by others
within the system
Source: Social Network Sites: Definition, History, and Scholarship
Journal of computer-mediated communication, 13(1), article 11.

23. The Social Networking Landscape -
generic vs special interest

24. The Global Social Networking Landscape
Hyves: 5,778k MUVs (+87%) Facebook: 16,132k MUVs (+168%) MySpace: 73,691k MUVs (+7%) LiveSpaces: 6,670k MUVs (+57%)
LiveSpaces: 1,825k MUVs (-27%) Beebo: 11,395k MUVs (+13%) Facebook: 35,594k MUVs (+34%) MySpace: 2,236k MUVs (+66%)
MySpace: 389k MUVs (-40%) MySpace: 8,130k MUVs (-24%) Classmates: 14,867k MUVs (+23%) Badoo: 1,934 (+51%)
Orkut: 14,492k MUVs (+37%) MySpace: 4,749k MUVs (+17%)
LiveSpaces: 5,332k MUVs (+2%)
LiveSpaces: 3,818k MUVs (+17%) LiveSpaces: 2,835k MUVs (-14%)
MySpace: 1,286k MUVs (+29%)
MySpace: 462k MUVs (-14%) Piczo: 1,302k MUVs (-23%)
Hi5: 1,797k MUVs (+124%)
Source: comScore May/June 2007 vs May/June 2008

25. The Dutch seem to like
online social networking!
*Source: Synovate research with 13,000 respondents aged 18 to 65, across 17 countries. September 2008

26. The Dutch seem to like
online social networking!
*Source: Synovate research with 13,000 respondents aged 18 to 65, across 17 countries. September 2008

27. The Dutch seem to like
online social networking!
Source: Universal McCann Social Media Tracker 03/08

28. That’s quite enough theory
for now.
I want to go fundraising!

29. Social network fundraising
is all about people
in self-selected communities
Online and Offline!

30. Community Fundraising
That’s something we do understand

31. So, imagine we take all we and add what we
know about Community know about Web 2.0
Fundraising
we get…
Community Fundraising 2.0

32. But how do we do it?
1. Audience 2. Fundraising 3. Tools
Opportunities
Understand who Devise fundraising Help them to use the
your best prospects opportunities that most suitable social
are and how best to work for them media tools to
reach them spread the word -
(and their friends!) and raise the money

33. 1. Find your
online community advocates

34. Get online and start listening!

46. 2. Develop Community
Fundraising Opportunities
Tangible
Easy
Interesting
All in all…worth talking about

47. Sponsored Events

49. Sources of traffic to Justgiving.com
Source: JustGiving blog

51. Specific project appeals

52. “Crowdfunding”

61. 3. The tools
• In the Web 2.0 world a wide range of online tools are available
- for free!
• Before you start to build your own online tools - see what your
potential online supporters are already using

62. 3. The tools
• In the future, our role as online fundraisers will increasingly be to
provide Content not Campaigns
• Our online supporters will campaign for us - if we give them the
right content

63. Social network fundraising is all about
people in self-selected communities
So, we take all we and add what we
know about Community know about Web 2.0
Fundraising
and we get…
Community Fundraising 2.0

64. http://givinginadigitalworld.wordpress.com/