digital fundraising

Chris Ward Blue Dot World @chrisatcoffice

Chris Ward Blue Dot World @chrisatcoffice

The Future?

•  Mobile / text giving •  Apps •  Twitter •  Facebook •  Virtual currency’s / loyalty points •  QR Codes •  Gaming

The Future?

How Do I Prepare??

Engaging millions in 2012

The Existing Models Are Not Working

your market?

•  Don’t care for more than a moment •  Want instant gratification

Identify a moment •  A moment for engagement is when there are going to be the

largest number of your consumers focused on one thing.

•  That could be your own launch or something completely different that is reaching your consumer.

•  (ie A TV show, supermarket promotion, local media event)

Create one goal for that moment

•  Raise how much money?

•  One thing and very simple

REALTIME IS THE NEW PRIMETIME

GIVE UP CONTROL..AND STILL WIN

Don’t try to moderate what people think of you..

PEOPLE DON’T REALLY CARE ABOUT YOUR CAMPAIGN

THE GRAPH OF ENGAGEMENT FOR THE MOST SUCCESSFUL FUNDRAISING EVENT IN UK HISTORY…

They care for the same time it takes to pass a car crash… (A reverse long tail) don’t start too early

SO, TELL THEM A MILLION TIMES

They will only hear it once – but when they do – they will see it everywhere

if they are not interested they are deaf to it

They will love hearing about it as it is reinforcing the fact that they are right to be interested – then they will tell everyone they know…

ONLY DO WHAT YOU DO BEST

•  And nothing else (be open and out for the rest)

•  Open source, outsource….

THE REAL WORLD IS STILL THE BIG DRIVER.

•  PR

•  Old media: TV, Radio, newspapers, telephone

BECOME A COFFICE WORKER

The best working environment, enabling you to be in tune with your donors….(with good coffee)

Get yourself a great opponent

Bush, Cowell, Poverty, an opposite view

BE RELEVANT

Use facts that are relevant to peoples everyday lives…

Provide the ‘Nudge’ for participation

•  Your consumers need a ‘nudge’ to engage •  what’s in it for them!? •  Treat them like your fan club: •  Exclusives, content, events, biscuits!

MANUFACTURE SUCCESS

Create a viral loop (or at least read the book and give it a go) ‘Social design’ as Facebook call it

GET SOMEONE BETTER THAN YOU TO DO YOUR JOB

You need access to the inner circle to really achieve success

Tweet & Check-In

Opinion formers are the first sheep to follow you..

ENABLE JOURNALISTS TO SHOW OFF

With FR we enabled journalists to show off to their old school friends…

Go Go Go – something live every day

• 77 X1DAY for 1GOAL

• 42 Red Nose Days….

• Momentum!

GO TO THE PUBLIC - THEY WON’T COME TO YOU

Engage fully with consumers where they first come across you – don’t expect them to ‘click-thru’

Work with people already doing what you want to do

Ask third parties to get their ‘fans’ to ‘JOIN THEM’ in supporting you (not click through…) Obama was brilliant at this

RIP SOMEONE OFF

GET SOMEONE TO RIP YOU OFF

•  LOVE CELEBS (EVERYONE ELSE DOES)

Putting Moyles on our FB page (instead of logo) doubled traffic…

SHARE

If content is good enough for you to use – let all your supporters use it also – videos & photos via creative commons license…

BE BORING

Make sure everything works on every platform at every speed…

BE FLEXIBLE

Must be able to adapt your approach or direction quickly if demand calls for it… (pivot!)

BE REAL

Have to have ‘real’ stories / examples (ideally in real time) for people to genuinely relate to…

THROW ENOUGH MUD…

You don’t know what ‘IS’ going to work – so you have to try everything – but you can do it professionally & cheaply…

USE CHILD LABOUR…

They don’t know any different (you do!). And they are good at PowerPoint…

Chris Ward BlueDotWorld.com

@chrisatcoffice