Fundraising & New Media - Jonathan Marks

Hello, I’m Jonathan
I don’t do this...
Predict what’s going to happen 10-20 years from now

Because that’s not why you asked me to Athens

1 of 7698

Wednesday, 4 November 2009

So what do I do?

I’m a “near futurist” examining emerging technology
and see how that affects storytelling in the next
3-5 years.

I think some of what I have seen may be relevant
to the stories you’re trying to tell, and the people
you’re trying to inﬂuence. Let’s be practical.

Look Sideways for Surprises


And check
the rear view mirror


The public seem to have
time on their hands.
what are they up to?.


Every country different
• Each country has its own context for a child helpline.

• Every country is at a different stage in their evolution
towards new media models. There are so many factors
that inﬂuence the speed. Politics. Broadband speed.
Audience habits. Legacy technologies.

• But the monopolies held by press, radio & TV have
broken. Anyone can make content and publish it. But
there are still roles for traditional media.

• CHI needs to use both traditional and social media


Myths about Social Media
• myth 1: Forget traditional media. All the money
is being raised through social media sites like
twitter and Facebook. In fact only 1% of
Facebook members have ever donated
ANYTHING. It is so easy to add a button
saying you support cause X without having to
make a commitment.

• myth 2; On-demand has replaced
broadcast....whereas there are hundreds of
thousands of downloads, there is still miliof
“live” listening and viewing. (see BBC stats)


Podcasting
works when its
a one-click
subscription.
iPlayer type
technology
essential for
mainstream
adoption.


But the crunch did spell end
of “stupid” business models


Yahoo v Google


Power of the Simple Interface


Wikipedia..text but
photos + video rising
Wikipedia's 13 million articles (3 million in the English
Wikipedia) have been written collaboratively by
volunteer editors

300 servers in Florida, 26 in Amsterdam, and 23 in
Yahoo!'s Korean hosting facility in Seoul

20-60,000 Page requests a minute

as of August 2009, average 1,300 articles a day
added, half of 2007, but still a good from volunteer
authors.


Childline on Wikipedia
4th destination On web
60,000 queries/minute


Flickr - Photosharing
4 billion photos online as of
October 2009

post photos on ﬂickr and tag
them. agree with others on a
standard tag.

this is a good way to raise
awareness in other circles
than your own.


YouTube
20 hours of new video a minute

Bandwidth costs 1 US$ million a day

Means in 6 weeks, more content made by the
audience than the professional broadcast
networks in their entire history


Broadcasters’ View
• Radio, TV, the Web, and.........mobile


Cross Media View 2009
Radio
TV
Visuals
Audio (graphics &
video)

Text

So much easier to explain to your boss.....

From Shouting to Sharing


From Shouting to
Sharing
“... the ideal form
of
communication.
People with
different views
of a topic learn
from each
other.”


Dominant social networks - though Facebook is growing
rapidly - currently adding between 600,000 and 700,000 users
per day, hit the 310 million mark in October 09


Facebook Stats Nov 2009
50% of active users log on to
Facebook in any given day
Facebook claims more than 310
million active users.
The fastest growing
demographic is those 35 years
old and older

Wow Effect

12 million monthly subscriptions

10-15 dollars each minimum

owners generate over 1.2 billion Euro, large
part of which comes from WOW.


Digital Natives Gain Ground
• Majority of young people don’t see
the difference between:
– PC’s (PC = Please copy, MAC Make
another Copy)
– Games consoles
– Radio and TV
– Mobile phones

• They see them all as “digital”, even
if they are not (yet).


kids avoid
• more of the same at the same time.

• services they do not value

• things they don’t understand within a
few seconds.

• anything that locks them in to
something they believe they don’t
need (especially now with the credit
crunch)


kids will pay (attention) for

• services that help start conversations with
their friends

• alerts to things they need to know

• ways to save time

• they discover, consume, discuss, make,
share content. what content is there on
your site that they can “steal” to share
with friends?


BBC Audience Editors
BBC have around 20 across various parts of news
division

They scan blogs, looking for what the audience is
talking about, spotting expertise, commissioning
thought pieces, lining up interviews.

They use a mix of traditional technology and test
new ones. They look at Google Social Search, for
instance.


Audience habits change
• Faster access and cheap storage mean digital natives (and
older digital immigrants) expect information to be available
across different platforms (Web, Facebook, TV, Mobile,
radio, emerging devices like Kindle). They don’t care how.

• Content publishers are having to follow the audience,
especially youth, who’s always on platform is social media
rather than traditional media.

• The heroes in social media circles are not necessarily the
same as the heroes on TV.


Global Study by AP in 2008

in United States, United Kingdom and India

The Public says
they are
overwhelmed
with these
aspects

While
explaining they
cannot easily
The size of each box ﬁnd these
indicates the amount of aspects of the
content pushed towards story
the public

Most NGO sites look
“ﬁnished”

What can the visitor do to
get involved?”


What can the user add?


Can they get involved?


They work for you.com


www.theyworkforyou.com/video
67724 out of 68080 videos timestamped by the public.
May be audio archives can be enhanced with metadata
from fans?


Fix My Street
1 million unique users in 2008


Fix my street is a
service
• It’s not a protest site. In the course of providing
a service it does generate transparency.

• All the submissions are public and mapped.

• Designed to stimulate engagement. 50% get
ﬁxed. If government doesn’t respond, system puts
them in touch with the local politicians.

• Journalists using it as a resource.


Charity Water - also
needs ﬁxing...but


CHI Facebook Presence


Is it 94 or 2604 members? You need one group for
internal use, one for the kids and another for
friendraisers.

child helpline international


Charity Water 44,700 members

check www.charitywater.org. note how the video
can be ‘stolen’ from their site with one click to
put on your blog.

The Stork Saga


Save Stork in Copenhagen


25,612 for a Hoax


What’s wrong with NGO
pages?
is there anything there to start a
conversation?

Is there something I can share with my
friends? Is there content I can use as a social
currency?

Is it a simple, clear compelling story I can
share with others?

Don’t confuse internal networks with networks
designed to build conversations with the public.


You need to include more video/photos on the social media sites.
Many countries like Japan, South Korea and China are focussing on
video communities rather than audio.


What’s the Inside on Twitter?

Text


Where are people
when they use Twitter?
Mobile
growing fast
where ﬁxed
rates apply


2500 applications for twitter
e.g. www.tweetdeck.com


twitter....
think of it as a microsharing site...a way to share
ideas with friends and create a reputation for being
a good source.

its working especially in times of crisis....protests,
Mumbai, Red Cross, LA ﬁre dept

personalities using it to lash back at the paparazzi.
Gossip they control...

the platform itself is dumb. Money is being made by
those who use twitter for other things...a community
of 6 million.


Some advice

register, play, follow, participate in moderation.

the search tools look interesting....

a great command line to other things... in US
you can open an account via mobile, charities
using this to raise funds/pledges while the
public is still in the room.


Make my site better
want to solve a problem? (build a website for a
campaign). Ask the audience to improve what you
have already done...people love to suggest
improvements. Give them a deadline! Often a
thank you in credits is enough...people like to see
results of their efforts.

If you want people to submit photos, tell them to
post them with a meaningful tag
(#nameofcampaign). You pick the best for your
website, but everyone can see the contributions by
searching for the tag on Flickr. Reduces
disappointment.


Best Example is Charity
Water
Focussed- their story is easy to explain to
others.

They use all kinds of social platforms to
encourage people to do something to build a
water well in Africa.

Simple feedback loops to explain what
happened and where as a result.


Charity Water Kenya


Twitter


Mobile Phone
One Key to Future Funding


The Challenge here is
Language. 200+ in the area
here


No business model for TV in local languages outside cities


Radio comes into its own at times of crisis.


name and shame
campaign in
Ghana. exposing
the makers and
suppliers of fake
drugs
Text


Community radio in
Africa
• Community radio the most effective way to
reach kids in their own language in most
parts of Africa.
• Stations becoming community media centres,
linking with mobile phone companies to share
resources. They have people who speak local
languages.
• talk show formats becoming popular with the
rise of FM radio. Good way of raising
awareness of helplines in these countries.


Some Key Points To Close


In Brief
• There is always a role for professional storytellers, who
shape clear, engaging stories out of real-life chaos. Childline
International knows what an important part of the audience
is interested in.

• Try to stop shouting and invent more processes to involve
audiences in sustainable conversations, before, during and
after “broadcast”.

• Use all relevant distribution platforms, take calculated risks
and share your “beta” projects with the audience.

• Experiment with social networks outside your own PR
circles. They extend the life and reach of your content.
Perceived as valuable initiatives by the audience.

In Brief 2
• You have competition for peoples’ attention.
First, try and ﬁnd a different/unusual angle.
CHI holding a conference is not a story for
others. But spotting in a trend in your data is
(on-line bullying is on the up, parents
awareness campaign launches tomorrow).

• think of stories that do more than just provide
info. what’s the background in brief? What
could happen next? What happens if we do
nothing?


In brief 3:
• Keep the funders briefed with what happened
to their input. Plotting stats on google maps or
Google Earth is a good way of sharing success
because search engines will ﬁnd this too. Put a
clock on your website makes it look fresher.

• Make it easy for people to show their support
for what you do. Let then grab a piece of code
that puts a support button on their site.
Clicking on the button sends people to a special
landing page on YOUR site. DONT make it the
home page...if they get lost, they will give up
fast.

In brief 4

• To reduce fraud, make your guidelines friendly,
clear and easy to ﬁnd. If you don’t raise money
door to door, say so. Ask people to report
anonymously if they see this happening.

• Make it easier for people to follow when a
page is updated. Many browsers have RSS
buttons.


In brief 5

• Use twitter to share pieces of news. Write a
headline which makes people curious, then add
a clickable link for more info.

• Analyse why a story was successful or not.
learn from mistakes. Read the headline out
loud, would you say this to friends?


6. Why do people comment on
your website?
• to expand on what’s written

• to express outrage

• to endorse what’s written

• to correct what’s perceived to be wrong

• to get a laugh

• to promote something they’re doing

• to spam the site


7. Moderation

• if you moderate comments, say so. This will
avoid people posting twice when their comment
does not appear immediately.

• If there is a negative comment on the site, by
all means explain if the person is being
reasonable. verbal abuse gets removes asap or
ﬁltered before it gets up there.


8. Make more use of
photos and bylines
• many NGO sites are faceless. add a small photo
or avatar next to authors names.

• invite comments or emails to a person. reacting
to info@nameofwebsite.org often gets ﬁltered
out by spam ﬁlters.

• Make sure that email address is dedicated for
general enquiries.


9. things to do
• make sure you can be found in the one line media.
tag everything consistently. Wikipedia entry. Flickr.

• Make sure you have a clear story for traditional
media. Offer a service if you want to involve the
public (charity water)

• Make more use of video. Separate what you do in 3
parts, internal, kids, fundraisers.

• great audio, so-so video is MUCH better than great
video, so-so audio.

• Do you have resources that can be of use to the
media? (yes you do). Make it easy - B roll material
that journalists can use to illustrate their interview.

10. Be Prepared for the
Media
• Having bite size chunks of material ready is a
useful way of getting attention, especially in late
November or June when broadcasters are often
recording items in advance to cover for holidays.

• don’t force or try and control a story. Think more
about ways to suggest and inﬂuence. Having
broadcast quality background material in 2-3
minute segments works wonders.

• Find ways for those who endorse you story to
show their support (look at digg.com)


11. more things to do
• learn-do-learn. Low cost experiments.

• People only use social media tools when it is
part of their routine. Have someone assigned
to work on wikipedia entries, ﬂickr tags, a few
hours a month.

• Remember you want to trigger conversations,
that lead to support for your work. “gimme”
pleas are usually ignored.


12. Use social media to
support conferences
• decide the conference date for conference 2 on the last day on
conference 1. pick up to 5 issues discussed/unresolved from
conference 1. Open website/forum for conference 2
immediately. encourage people to continue the conversation on
line. set a few deadlines for comments to be compiled into a
summary of opinions and best practices.

• invite the most active/constructive participants between the
conference to share experiences in conference 2.

• use free tools like vimeo.com and slideshare.com to share
presentations, perhaps supporting a video conference.


Use the right tools for
internal collaboration
Have a clear strategy for how you use the
various social media tools...

a blog to share ideas (for free)

a moderated forum where invited guests can
discuss and pitch ideas. forums keep track of
who said, what and when.

a wiki or Google docs where small groups can
collaborate on ideas.


Interested in your
feedback

• Would be interested to get feedback on the
tweenz virtual world project, even if you think
it won’t work in your area.


Great to be with you in
Greece.
Happy to give a second
opinion on radio/TV pieces,
and trade best practices
j.p.marks@gmail.com

www.jonathanmarks.com

Call: +31 6 53130829


Fundraising & New Media - Jonathan Marks

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