digital philanthropy in the arts. arts marketing association conference, bristol, july 2014
DESCRIPTION
Slides from my presentation at the Arts Marketing Association Conference in Bristol in July 2014. The presentation led to a very interesting Q and A. Please get in touch if you want more details of the case studies.TRANSCRIPT
PRESENTED BY @andyhamflett
Digital philanthropy AMA Conference
July 2014
AAM.
context
social sector charities lead the way
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Annual UK arts fundraising from
individuals = £372m
The same as Cancer Research UK
You are charities, too!
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“The arts still needs to shout louder about its charitable status – and not just its education and outreach programmes. The LPO has been a registered charity since the 1960s but only a handful of people would bracket us alongside the big causes in the third sector.
“The louder we can shout about the added value of our work the better, but we also need donors to understand that an education project is meaningless unless it is backed by a world class arts offer on the platform, in the gallery or museum, or on the stage.”
Nick Jackman, Development Director London Philharmonic Orchestra
Crisis of confidence?
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Only 25% of arts organisations feel confident that their Case for Support is working well in engaging prospective donors
Where and when do arts organisations ask individuals for money?
And how can digital fundraising help?
Session Overview
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Grounding • The digital landscape • Giving and philanthropy • Digital giving
Some principles • Why things work • Keeping up with the curve
Examples • Community-led examples • Tech-led examples • Arts examples
Digital mindset • Where is the ask? • More than just digital
giving
Grounding
Mobile use
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92% 71% 45% 70%
Of UK adults have a mobile phone
Of UK phone users have a smart phone
Of UK adults own a tablet
Of people enable push notifications
We are becoming an ‘always on’ society
Mobile in-app spending
Mobile commerce
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Mobile in-app spendng globally will move from $3.5bn in 2013 to $16.9bn by 2018
Payment apps
The Starbucks loyalty and payment app has over 50m users, with over 10m transactions a week
Advertising spend
Mobile ad spend in the UK is predicted to double this year to nearly £2bn
Mobile Monthly purchases
32% of UK consumers make a monthly purchase on their phone
The fight for screen space is intensifying
UK giving - an introduction
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Stats Motivation
o Over half of the UK population donate
monthly
o The UK is currently 2nd in the global
giving league
o Only 6% give £1,000 or more a year
o Older people generally give more, but
young people are catching up
o Awareness of need
o Solicitation
o Low cost (tax breaks)
o Altruistic tendencies
o Enhance reputation
o Psychological benefits
o Put personal values into practice
o Belief that the donation will achieve
desired effect
The uk is a generous nation, and there is good understanding of donor motivation
Digital giving
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86% 15% 40% 15%
Of UK charities accept online
donations
Of all donations come via online
channels
say online giving is, or will be their
main way of donating to a cause
Of UK adults share the donations they
make on social media
Digital giving is on the rise… but it is still relatively early days
Digital giving examples
Community-led examples
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Tech-led examples
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Arts examples
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Digital giving principles
#1 relationships
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“It’s exciting to feel like you’re a part of
something.”
Donors feel invested in the process
#2 Emotion
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Requested $5,000. Received $703,168
Donors feel emotion
#3 Social
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Donors share on social networks
#4 Specificity
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Donors feel confident
The multi-platform effect
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“Everybody feels behind the curve.”
A digital mindset
Where is the ask?
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Apps
Info screen
Café
WebsitE Audio
guides point
of sale
Gift shop
games
Wifi pings
Wear-ables
Foot fall
The future is here
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Kingsdale shopping centre is tracking how phones interact with wifi signals
At least a dozen uk shopping centres are using this technology
Arts & Tech incubators
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More than just digital giving
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In order to crack digital philanthropy you have to crack digital itself
The real debate
The sliding scale
Views vary in charities as to what ‘going digital’ means:
o Get the database sorted
o Hire a social media intern
o Make the website mobile-optimised
o Develop a digital strategy
o Assemble a digital innovation team
o Think digital first
o Think mobile first
Have a digital mindset
THANKS for your tIME
AAM.
Get in touch!
www.aamassociates.com
[email protected] [email protected]
@AAM_Associates @andyhamflett @MaryJaneEdwards
WEBSITE:
EMAIL:
Links 1
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• Individual giving in the arts:http://artsandbusiness.bitc.org.uk/research/latest-private-investment-culture-survey-201112
• Charity Index http://www.civilsociety.co.uk/finance/data/charity_index/content/15241/more_ups_than_downs_charity_100_index
• Nick JackMan Quote: http://www.institute-of-fundraising.org.uk/blog/what-are-the-challenges-in-arts-fundraising/?view-poll7=true
• Confidence in the case for support: http://culturehive.co.uk/resources/increasing-individual-giving-to-the-arts
• Mobile use: http://media.ofcom.org.uk/facts/; http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr13/internet-web/uk-4.04; http://www.kantarmedia.co.uk/news-views/our-latest-news/majority-of-under-45s-now-own-a-tablet-as-it-becomes-the-go-to-portable-device-for-tv-catch-up,-youtube-and-gaming/; http://www.dma.org.uk/mobilepush
Links 2
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• Mobile Commerce: http://www.juniperresearch.com/viewpressrelease.php?pr=421; http://static.googleusercontent.com/media/www.google.com/en//intl/ALL_uk/think/multiscreen/pdf/article-makeitwork.pdf; http://www.mobilecommercedaily.com/starbucks-inches-in-on-5m-mobile-weekly-transactions; http://online.wsj.com/articles/mobile-ad-spending-leaps-but-trails-user-growth-1405969018
• Uk Giving: https://www.cafonline.org/publications/2013-publications/world-giving-index-2013.aspx • Digital Giving: https://www.blackbaud.co.uk/document.doc?id=294 • CommunittY-led examples: https://itunes.apple.com/us/app/helpbridge/id576543879?ls=1&mt=8;
https://www.kickstarter.com/projects/daveglass/lionel-richies-head-bestival-2013; http://www.donorschoose.org
• Tech-Led examples: https://play.google.com/store/apps/details?id=com.omattos.alarmclock&hl=en_GB; http://www.charitymiles.org; http://wethefeedies.com
• Arts Examples: http://www.patreon.com; http://tocyn.launchrock.com; http://www.artfund.org/get-involved/art-happens
• Relationships: http://news.stlpublicradio.org/post/hot-dogs-and-socks-exploring-crowdfunding-st-louis; http://www.thebigdig.org/about/;
• Emotion: https://www.indiegogo.com/projects/lets-give-karen-the-bus-monitor-h-klein-a-vacation--6
Links 3
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• Social: http://www.cancerresearchuk.org/support-us/find-an-event/charity-challenges/dryathlon • Specificity: https://watsi.org • Shopping centres: http://www.channel4.com/news/shopping-centre-wifi-tracking-spy-data • Arts & Tech incubators: http://www.barbican.org.uk/fishisland/; http://newinc.org;
http://www.labs.bristolmuseums.org.uk; http://happenstanceproject.com ; http://www.theaudienceagency.org