Solidarit and I Internet Research Results

1. Solidarity and I on the Internet
What is it that motivates us to act in solidarity on networks?
Principle conclusions
Barcelona, 8 of October 2011
10th annual anniversary of Iwith.org
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2. Authors of the Study
➪ Two Much research studio: social Netquest: Technology solutions creator
research agency of communication. for social research on the Internet.
Luis Miguel Barral Oriol Llauradó
luismi@twomuchrs.com ollaurado@netquest.es
Twitter: @luismi_barral Twitter: @Oriol_Llaurado
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3. Conclusion
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4. Currently 21% of Spanish users present a high potential for joint
Internet involvement on initiatives.
Open attitude to
contribute in Enthusiastic interest
solidarity towards the Internet
High potential segment:
4.2 million people
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5. This segment of citizens with a high potential:
➪ Show significantly more motivation then the rest to leave the
best world possible for future generations.
➪ Feel more prepared to approach the changes that are
necessary.
➪ Manifest a personal greater availability.
➪ Believe that the Internet facilitates and increases their
capability to collaborate initiatives of solidarity
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6. The Result: these citizens participate significantly more
Participation in joint initiatives through the
Internet
% Never
% Sometimes
27,3
% Frequently: If in the last week
48,9 47,7
63,2
41,6
37,4 40,1
31,5
31,0
13,7 12,2
5,3
1 2 3 4 5
Total High Medium Low
Shown (245) (526) (413)
(1.184)
Solidarity potential through the Internet
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7. Are there aspects that motivate this action?
Facilitating the participation of solidarity
actions?
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8. Key Ingrediants
➪ Feel the transparency, Understand in a triple sense:
• Where is the destination of the funds
• Who is behind the project.
• Clearly understand the goal of this project.
➪ Affinity with proposition: To personally agree 100% with the goal.
➪ Perceive professionalism in the organization that promotes and leads the
initiative.
➪ Closeness with beneficiaries: There is an extra interest if the benefits of
the initiative hit closer to home.
➪ To go beyond what is seen as “classic” help: Projects that give awareness
to all kinds of people and that not only focus on helping the most needy.
➪ Feedback on achievements: The project informs about it's achievements, results,
and advances.
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9. Accompaniment
➪ The mechanism should be easily accessible to collaborate with,
along with being effortless, and comfortable.
➪ The organization promoting the initiative should present past
successful experiences.
➪ Have decent people with prestigious recognition participate.
➪ Ambitious projects with massive impacts: Supported by thousands
of people and that pursues big scale changes.
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10. Is there anything that would take away
interest from participating in solidarity
initiatives?
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11. Caution
➪ Participation in initiatives ( Even if they are the idea of the century) of
organizations or institutions that aren't reliable, especially those involving
politics, religion, big companies or entrepreneurs..
➪ Perceive lack of transparency.
➪ Sensation of “emotional manipulation": When it communicates through
alarming, paternalism, if seeks easy tears or transmits some kind of guilt
to the citizen.
➪ Hesitation to introduce personal data on the site, especially dealing with
bank details and economic contributions.
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12. What are the solidarity initiatives that we
usually participate for through the Internet?
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13. “Here is a list of actions that others use in
order to participate in solidarity causes through % Habitual % Frequently
the Internet. Please tell us if you take these
same actions and to what extent?” Base: Those that have participated sometime to a solidary
initiative through the Internet. 603
Have given signature to show support online.
Leaving name and email.
10 22,1 31,9 54,
Have disseminated interesting initiatives through
social networks like facebook and tweeter. 9 17,8 31,5 49,
Have Re-emailed initiatives to their contacts 8 17,8 27,9 45,
Have supported or voted on initiatives
without leaving personal information. 7 15,6 33,3 48,
Has visited a site in order to reach a certain figure
of visits , so that a sponsor is able to donate a sum. 6 13,8 29,8 43,
Have bought online products whose proceeds go
to support solidarity initiatives. 5 1,9 13,1 15,
Make online micro-donations to concrete projects.
4 1,97,3 9,2
Give Micro-Credits to entrepreneurs. 3 1,6 5,8
4,2
2
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14. 51% of Spanish users have participated or collaborated at least once
with a solidary initiative through the Internet.
The most habitual forms of participation have been through signature
campaigns, or the diffusion of initiatives through the Internet. About
50% of those that participate in solidary initiatives through the
Internet, make this kind of collaboration frequently.
It takes a great effort before we are able to receive direct
contribution. Between 5% and 15% of those who have participated
have collaborated directly.
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15. But the other extreme is:
About 45% of users have participated frequently with projects that
involve generating economic resources, even though the participant
doesn't make the disbursement directly, they support a sponsor that
does.
“To visit a site in order to reach a certain figure of visits so that a sponsor
donates”.
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16. The least important is the concrete format of visiting the site (we can
talk about many ways).
What is important is that the numerical relevance of this type of
participation (45%) manifests that space for this kind of fund-raising
for NGO's is available.
Conceive projects that can be sponsored that generate a return
“Partner-Sponsorship” and at the same mobilize the will of “Partner-
Actors”.
The challenge is thinking of how to construct exchange between one
another.
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17. Can we estimate how many users show to be
permeable to contributing money?
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18. Imagine that a solidarity initiative is presented to you in which you agree and
have confidence in. Which situation defines you best?
Total Shown, 1.184
Usually I contribute directly
with money. 5,7
26,6%
I think about it first but it's probable
that I'll contribute money.
20,9
I think about it quite a bit and am
extremely selective. 41,4
Normally i don't contribute
with money. 27,4
Not sure 4,6
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19. This study indicates that 6% of Spanish users consider themselves
openly predisposed to contributing directly, and that 21% additional
users are sufficiently probable to contributing.
This is to say, there is a flow of 5,4 million people (27% of these
Spanish users) permeable to direct contributions, if the projects
generate enough interest and confidence.
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20. Is there a pattern that shows preferences to
give economic donations over other
donations?
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21. When it's time to contribute economic donations to solidarity initiatives of
your liking, What method seems more adequate for you?
Total Shown, 1.184
Punctual support to a 40,8
concrete project
Periodic income installments to an 11,2
organization
A monthly income of a micro-quota to 9,8
an organization
15,4
All three are adequately
appropriate for the
organization 12,7
Non are appropriate for me
Not sure 10,2
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22. This preference to support projects that are concrete implies that
NGO's need to conceive “Products” that will lure attention and support,
once created.
Therefore
The probability of being successful will happen if we incorporate those
aspects that motivate and minimize cautious efforts according to what
the users have expressed to us.
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23. Favorite Method:
5,4 million users are
Punctual support to
permeable to donation.
concrete projects
Potential of Crowd-funding
(How we are able to collect support of
users through the Internet)
We say “potentially” and not in reality because only 5% of Spanish
users know what we are talking about if we say “Crowd-funding”.
(An additional 8% fairly understand but are not clear on the subject)
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24. The crowd-funding method contains two valuable main points of
interest.
➪ It adjusts perfectly to the preference of users due to their
punctual support to specific projects.
➪ It's also an easily sponsored project , where the partner sponsor
can encourage/reward the punctual efforts of users in the form
of collaboration and not direct funds.
This is an opportunity to think of different ways in
which we can collaborate with one another.
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25. People do have objections to giving directly to solidarity
initiatives but this is why we have this Capital of Love- an
inexhaustible resource- to make available the sponsored
projects that are interesting and reliable, that release
financial resources towards solidarity.
Attention
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26. Some cautions participants take are whether big companies or
entrepreneurs are involved in these big projects.
So that the commercial brands may obtain legitimate feedback and so
that value is added to these projects dealing with solidarity, they have
to be aware of the field or territory they are working with.
“If you had to choose two words that illustrate
What solidarity represents for you, what would they be? ”
Total shown, 1.184)
Help, Love, Justice, Collaboration, Compassion, Bond,
Gratitude, Responsibility, Negative,
Necessary, Sharing, Friendship, Respect, equality,
Happiness, Life, Act,
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27. When we invite people to participate in a field full of solidarity, we as
human beings, are carrying out a noble cause:
Help, generosity, sharing, empathy, love, humaneness...
If a commercial brand decides to enter this field, they need to pair
the various dimensions of this field coherently:
Who I AM > What DO I WANT > What SHOULD I DO > What SHOULD I
SAY.
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28. Coherency always has a prize and is associated as a noble cause
concerning humanity. Is bound to bring you success in one way or
another.
But if you take this step, make it Genuine
Because if a commercial brand is simply looking for an APPEARANCE
OF GENUINENESS, they are better off looking for another method, that
may cause less doubt because sooner or later they will be discovered
because of our citizens intelligence in ethics; they will come out
losing.
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29. Methodology and Sample
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30. Research Universe
➪ Resident users of Spain of the 16 years of age and olders (20 million people. INE source).
Data Collection Technique
➪ Online survey of 15 minutes of an average duration.
➪ The questions of the survey were designed after a qualitative phase of semi-structured interviews
online of 246 participants.
Sampling and Sample
➪ The sample is composed of 1.184 people, who have been selected from a Netquest panel.
➪ The sampling has been done by a random group of panelist who have not been consulted in the
last 15 days, as following the quotas of cross-sex/ age proportional to what has been observed in
the universe of Spanish Internet users 16 of age and older.
➪ The response rate has been 38% and the rate of abandonment has been 4.5%.
Fieldwork Dates
➪ Qualitative Phase: May-June 2011 / Poll: 1 - 9 of September 2011.
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31. Sample Interviews
SEX/ AGE Distribution
% Men % Women
52,0% 48,0%
5,7 55 and up
5 55 and up 5,4
45 - 54 10,3 45 - 54
4 6,8
35-44 14,0 35-44
3 11,3
25-34 13,4 25-34
2 15,1
16-24 8,6 16-24
1 9,4
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