Published on March 4, 2014
Session #6: Mobilizing Your Community Through Research Caroline Wilson @carolinevireo #communitymatters MRIA QRD Day February 21st 2014
We live with unprecedented connectivity.
There’s a lot of communities out there.
FIVE MAIN TYPES OF COMMUNITIES Place Past • Neighbourhoods, cities, villages • Sharing common geographies, resources, issues • Families, ethnicities, heritage • Sharing common heritages, languages, cultures Purpose • Companies, organizations, institutions • Sharing common missions, goals, interests Perspective • Religions, political affiliations, worldviews • Sharing common beliefs, stories, values Practice • Disciplines, crafts, and careers • Sharing common types of work, knowledge, learning
Consider the prevalence of these communities, and the frequency and depth with which we interact with them.
FACILITATING, DEEPENING AND CROSS POLLINATING
Sometimes it feels like there are new communities and new ways to connect and collaborate created every day.
That’s because there are.
“Over and over again, connecting people with one another is what lasts online, some folks thought it was about technology but it’s not.” - Seth Godin
“The best way to get people to do things for you, is to join them in what they are already doing.” - Tom Merilahti, XING Forum
It’s with this understanding and this starting point that we can start to explore these communities, and support their creation.
An international non-profit looking to understand and mobilize their online community, and the effects of community on donation behaviour via a Qualitative MROC. A Board of Trade with funding for a Youth Social Enterprise Program, ready to get started, but with no information or connection to local youth in this emergent area.
We were challenged to embed, understand and mobilize around community for both of these projects.
WE HAD A GREAT ONLINE COMMUNITY TO START WITH
WE RECRUITED AND INVITED FANS INTO THE MROC
OUR FOCUS WAS CREATIVE ASSIGNMENTS THAT UNDERSTOOD CURRENT ACTIONS AND POSSIBILITIES FOR THE FUTURE – ONLINE AND OFFLINE Donation Behaviour Fundraising Behaviour Advocate Behaviour
WE EXPLORED AND DISCOVERED… • Powerful, relevant content is key to advocacy and action • Social Media is a tool for commitment • Fundraising is an emotional rollercoaster • Community members want a platform for protest and passion
A SOCIAL ENTERPRISE ECOSYSTEM FOR YOUTH
THIS WAS A CHALLENGE AT THE OTHER END OF THE SPECTRUM
PEER-LED DISCUSSION GROUPS IN THE COMMUNITY We needed information, but we also needed to understand and build community in the long term. Youth Participants Community Call Out Peer Moderators
WE WERE ABLE TO CO-CREATE AND DEFINE THE ECOSYSTEM • The level of understanding needed around Social Enterprise • Programs and services were a combination of actionable information combined with guidance • The expected community and the expectations of that community
Understand and leverage the power of our networks.
Define the communities we want and decide on the communities we need.
Become a part of those communities in a real way, by talking, listening and empowering members.
“The future of marketing is not about doing and saying things to people, the future of marketing is about doing things with and for people.” - Tom Merilahti, XING Forum
Your community is out there.
Thanks so much! Any questions? Caroline Wilson Vireo Research firstname.lastname@example.org twitter/carolinevireo ca.linkedin.com/in/carolinewilsonatvireo/ facebook/vireoresearch twitter/vireoresearch
Vireo Research had the pleasure of speaking at the annual QRD conference (qrdconference2014.mria-arim.ca/) in February 2014. This presentation covers: the ben
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