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SocialRaising.Social media y captación de fondosGreenpeaceLaura Pérez Picarzo7 de mayo de 2013Jornada de AERCO
Por qué es importante1. El 100% de nuestros ingresos es de socios individuales.
Por qué es importante1. El 100% de nuestros ingresos es de socios individuales.
Por qué es importante2. David frente a Goliat.Nos enfrentamos a enemigosmuy poderosos.
Por qué es importante3.3. Los socios y socias son losque nos legitiman para actuar
1. Prepara el terreno2. Entrega el control3. Acerca el mensajeTres claves para el camino
Caso Copenhague. La importancia del trabajoprevio. Antes de la acción que dio la vuelta al mundo:– Cuenta corporativa de F...
Resultados•Más de 3.000 apariciones en medios de altaaudiencia en 20 días.•50.000 personas firmaron por su puesta en liber...
2.Entregar el control•Rompamos el esquema EMISOR-RECEPTOR•Permitamos que RECEPTOR sea EMISOR•Perdamos el miedo a perder el...
Qué tienen en comúnEL GRANWYOMING
Qué tienen en comúnKAKÁ
Qué tienen en comúnSAMBA
Qué tienen en comúnESTORNINOSNormalmente vivenen ciudades. Creanimpresionantessombras negras enel cielo. Se lesconocen com...
Qué tienen en comúnMARCOS MIONFamoso presentadorbrasileño dirige“Legendarios” enprime time
Qué tienen en comúny
Qué tienen en común
Ley de Deforestación Zero para laAmazoniaCampaña para conseguir 1.400.000 firmaspara la tramitación de una Ley en el Congr...
Objetivos de la campañaIntroducir la Amazonia en los medios españolesLa Amazonia en las redes socialesMovilizar a la gente...
Entregar el control del mensajeAcuerdo con El Intermedio para hacerlos estorninos con KakáCrear un puente entre el Interme...
Entregar el control del mensajeLo conseguimos
Entregar el control del mensajeVIDEOhttp://www.youtube.com/watch?v=nlbv5gpySzs
Entregar el control del mensajeResultados50.000 firmas en España por la campaña de laAmazonia.Ocho programas consecutivos ...
Acerca el mensaje.Los mensajes de las ONG son complejos.Muchas de los problemas que contamos son lejanos.Los problemas ape...
Acercar el mensaje“Si quieres cambiar el mundo tienesque conocer el mundo que quierescambiar”
Acercar el mensajeCaso Salva el Ártico.Cómo relanzar una campaña.Cómo acercar el Ártico a España.Cómo contar una historiaV...
Acercar el mensajePrimeros resultadosPrimeros resultados.Apariciones en todos los telediarios y medios de altaaudiencia.Má...
“¿Límites? Nunca he visto uno. Pero he oído queexisten en la mente de algunas personas".Thor Heyerdahl
Laura Pérez PicarzoGrenpeace914441400lperez@greenpeace.org@laurapicarzo
Social raising social media y captación de fondos, greenpeace
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Social raising social media y captación de fondos, greenpeace

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Presentación de Laura Pérez Picarzo (@laurapicarzo) en la I Jornada Socialrasing, ONG y Redes Sociales realizada en Madrid el 8 de mayo de 2013.

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Social raising social media y captación de fondos, greenpeace

  1. 1. SocialRaising.Social media y captación de fondosGreenpeaceLaura Pérez Picarzo7 de mayo de 2013Jornada de AERCO
  2. 2. Por qué es importante1. El 100% de nuestros ingresos es de socios individuales.
  3. 3. Por qué es importante1. El 100% de nuestros ingresos es de socios individuales.
  4. 4. Por qué es importante2. David frente a Goliat.Nos enfrentamos a enemigosmuy poderosos.
  5. 5. Por qué es importante3.3. Los socios y socias son losque nos legitiman para actuar
  6. 6. 1. Prepara el terreno2. Entrega el control3. Acerca el mensajeTres claves para el camino
  7. 7. Caso Copenhague. La importancia del trabajoprevio. Antes de la acción que dio la vuelta al mundo:– Cuenta corporativa de FB en 2007 (cerca de100.000 seguidores en dic 2010)– Cuenta personal del director en 2008– Cuenta de Twitter en 2007 (cerca de 100.000seguidores en dic 2010)– Blog en 20071. Preparar el terreno
  8. 8. Resultados•Más de 3.000 apariciones en medios de altaaudiencia en 20 días.•50.000 personas firmaron por su puesta en libertad•Opinión pública a favor de la campaña de cambioclimático.•Más de 1.200 socios a través de la web en dosmeses. Récord histórico.1. Preparar el terreno
  9. 9. 2.Entregar el control•Rompamos el esquema EMISOR-RECEPTOR•Permitamos que RECEPTOR sea EMISOR•Perdamos el miedo a perder el control delmensaje•Hay que movilizar para la ACCIÓN. No essuficiente con informar.
  10. 10. Qué tienen en comúnEL GRANWYOMING
  11. 11. Qué tienen en comúnKAKÁ
  12. 12. Qué tienen en comúnSAMBA
  13. 13. Qué tienen en comúnESTORNINOSNormalmente vivenen ciudades. Creanimpresionantessombras negras enel cielo. Se lesconocen como el SolNegro.
  14. 14. Qué tienen en comúnMARCOS MIONFamoso presentadorbrasileño dirige“Legendarios” enprime time
  15. 15. Qué tienen en comúny
  16. 16. Qué tienen en común
  17. 17. Ley de Deforestación Zero para laAmazoniaCampaña para conseguir 1.400.000 firmaspara la tramitación de una Ley en el CongresoNacional de Brasil de Deforestación Zero enla Amazonia
  18. 18. Objetivos de la campañaIntroducir la Amazonia en los medios españolesLa Amazonia en las redes socialesMovilizar a la gente para firmarContribuir a la influencia de Greenpeace en Brasil
  19. 19. Entregar el control del mensajeAcuerdo con El Intermedio para hacerlos estorninos con KakáCrear un puente entre el Intermedio yLegendariosFlash mob con Dani Mateo parala movilización en terreno
  20. 20. Entregar el control del mensajeLo conseguimos
  21. 21. Entregar el control del mensajeVIDEOhttp://www.youtube.com/watch?v=nlbv5gpySzs
  22. 22. Entregar el control del mensajeResultados50.000 firmas en España por la campaña de laAmazonia.Ocho programas consecutivos en El Intermediohablando de la Amazonia (1 millón deespectadores por programa)Estorninos volando al “nido” de Kaká (9 millonesde followers)Subimos más de 4.000 seguidores en el Twitter deGreenpeace.
  23. 23. Acerca el mensaje.Los mensajes de las ONG son complejos.Muchas de los problemas que contamos son lejanos.Los problemas apenas cambian año tras años.Abrumamos con datos
  24. 24. Acercar el mensaje“Si quieres cambiar el mundo tienesque conocer el mundo que quierescambiar”
  25. 25. Acercar el mensajeCaso Salva el Ártico.Cómo relanzar una campaña.Cómo acercar el Ártico a España.Cómo contar una historiaVIDEO http://www.youtube.com/watch?v=Q2QBUzDDbXo
  26. 26. Acercar el mensajePrimeros resultadosPrimeros resultados.Apariciones en todos los telediarios y medios de altaaudiencia.Más de 100.000 reproducciones de los vídeos.Unos 4.500 sms.Cerca 50.000 firmas a Obama.150 donaciones on lineY esto no ha hecho más que empezar....
  27. 27. “¿Límites? Nunca he visto uno. Pero he oído queexisten en la mente de algunas personas".Thor Heyerdahl
  28. 28. Laura Pérez PicarzoGrenpeace914441400lperez@greenpeace.org@laurapicarzo

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