An Introduction to Social Media for Charities

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Information about An Introduction to Social Media for Charities

Published on February 13, 2009

Author: mexicanwave



Presentation at the Institute of Fundraising North conference in York on 12 February 2009.

This is what Web 2.0 means

why I’m passionate about this stuff...

social media provides an architecture for participation, not just a new channel for more of the same

people are using technologies to get the things they need from each other, instead of from organisations. This is a permanent shift, regardless of how the individual technology pieces change

0 250 500 750 2,250 2,500 1,250 1,500 1,750 2,000 1,000 Ja M n04 a M r04 ay Ju 04 l Se 04 p No 04 v Ja 04 M n05 a M r05 ay Ju 05 l Se 05 p No 05 v Ja 05 M n06 a M r06 ay Ju 06 l Se 06 p No 06 v Fe 06 b Ap 07 r Ju 07 n Au 07 g Oc 07 t De 07 c Online community for professionals - monthly activity Fe 07 b Ap 08 r Ju 08 n Au 08 g Oc 08 t0 8

is... 3.27 billion photos ! te ll ing news yo u r e ve n ts cam pa ign ing m a k ing st o r y citizen social w ired ac t iv ism fu ndra is ers jour nali sm reporting wanda/

don’t think of social media as something that only happens online. It’s a mesh of physical meet ups & online activities vettium/3009336746/

enormous accelerating potential of self-organising social net works

Ideas that spread through groups of people are far more powerful than ideas delivered at an individual Seth Godin

real engagement: when people do things for the cause you didn’t ask them to do

simple actions repeated at scale within a social net work produce serendipity

Scott Harrison - Founder, charity: water

social media is not a spectator sport rapid response -> reciprocity treat every donor like a major donor one person, one connection, one conversation at a time

finding the right tone

social media is forcing charities to make friends but you cannot always ‘vet’ who wants to become your friend

the social web is disruptive “ any net work that can be used to share cat pictures can be used to bring down a government” Henry Jenkins

do you have time to participate? do you have time NOT to participate

Seth Godin & Tom Peters on blogging

Simon’s sister’s dog and the RSPCA 1m+ views since 8 Dec ’08

The social web has changed us from broadcasters pushing out messages and materials to aggregators who bring together content content strategy + participation strategy

OLD WAY: join us because we kick ass NEW WAY: join us because we want you to kick ass

magic ingredient -> to make connections

social media has the potential to turn donors & beneficiaries back into real people again

graphic by Dave Gray; used with permission

spend a little less time trying to be architects and planners

social media is a gardening activity not a building one - let a thousand flowers bloom

not all will want to contribute not all need to contribute many will just be glad to be invited

traditional ‘transactional’ relationships volunteer donor / fundraiser beneficiary / client campaigner / activist

find out what drives people & how these individual goals can be realised through your work

to aspirational / donor democratic relationships (partners too) volunteer activist campaigner / activist beneficiary / service user / partner

as supporters increasingly want to mix giving their time, money, activism & influence... has the time come for charities to re-structure to reflect this?

organisational dependency on hierarchy adapted from Gobillot, 2006

confine silos to the dustbin adapted from Gobillot, 2006

we will see more of these...

your brand is the dialogue you have with your supporters your brand is what they say it is

Join the dance by learning the steps

6 things charities must do to stay relevant in the 21st century... 1. blend online & offline: online activity -> offline action 2. create experiences that mirror people’s aspirations 3. be generous, put stuff out there & don’t try to ‘own’ the cause 4. democratise your ‘brand’; learn to lose some control... in return for greater reach 5. aggregate & amplify 000’s of small actions 6. become the gatekeepers of social impact by turning it into a never-ending story

Thanks for listening... Steve Bridger

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