Understanding the new breed of digital donors and how to maximise your fundraising through their networks
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Presentation I gave with Jonathan Waddingham of JustGiving at the International Fundraising Congress, Holland October 2009
![Understanding the new breed of digital donors and how to maximise your fundraising through their networks Bryan Miller Head of Strategy & Consumer Insight Cancer Research UK [email_address] @millbry Jonathan Waddingham Charity Champion JustGiving [email_address] @jon_bedford](https://image.slidesharecdn.com/ifc2009presentation-091022060342-phpapp01/85/understanding-the-new-breed-of-digital-donors-and-how-to-maximise-your-fundraising-through-their-networks-1-320.jpg)
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Understanding the new breed of digital donors and how to maximise your fundraising through their networks
- 1. Understanding the new breed of digital donors and how to maximise your fundraising through their networks Bryan Miller Head of Strategy & Consumer Insight Cancer Research UK [email_address] @millbry Jonathan Waddingham Charity Champion JustGiving [email_address] @jon_bedford
- 3. Understanding the new breed of digital donors and how to maximise your fundraising through their networks
- 4. Don’t worry We’re all in much the same boat! How best to capitalise on the opportunities offered by social media as part of an effective fundraising strategy is something we’re still working through
- 5. Let’s begin… with a (true) story
- 6. It all began… Jenni Ware Carolee Hazzard … with a lost purse
- 8. $93 is now $22,000! And looks set to continue growing - thanks to the multiplier effect of social network fundraising
- 9. Trader Joe’s also donated over 350lbs of groceries - nice!
- 13. The moral of this story? Donors are doing it for themselves!
- 15. So… what is our role in all this?
- 17. Within the 4-Cs of social network fundraising Our new role… Community Commodity Cause Impact Content
- 19. One social network to rule them all? http://www.buzzpoint.com/
- 24. One social network to rule them all? http://www.techcrunch.com/2008/06/23/modeling-the-real-market-value-of-social-networks/ Netherlands Hyves, MySpace, Hi5, Facebook Italy MySpace, Badoo, Hi5, Facebook Germany MySpace, Piczo, Facebook, Hi5 France Skyroc, MySpace Facebook Brazil Orkut, Sonico, Multiply, MySpace, Australia Facebook, MySpace, Bebo India Orkut, Facebook, Hi5, MySpace Not quite yet…
- 26. The second ‘C’ = Commodity Commodity Vs
- 30. Getting to know the new breed
- 32. Getting to know the new breed Online activities
- 41. Getting to know the new breed Advocacy
- 48. Is this your first online donation?
- 49. Which gender is giving more?
- 50. What’s the spread of ages by gender?
- 51. How much do people donate online?
- 52. Donation share vs revenue share
- 53. Key stats 25% Percentage (in revenue) that comes from donors over 45 who donate more than £50 Percentage (in revenue) that comes from donors over 55 33% Percentage (in revenue) that comes from donors over 65 11%
- 54. Donation spread by age and gender
- 55. Donation spread by age and gender
- 56. How do you help these people? accessible targeted advertise user-friendly integrate online/offline email
- 57. What was the source of the donation ask?
- 58. Let’s look at the trends...
- 59. Is email use increasing or decreasing? http://icanhaz.com/emailstats
- 60. Do the tools used vary depending on age?
- 62. Who is using Facebook Connect?
- 63. Facebook Connect
- 64. Who is using Facebook Connect?
- 65. Community fundraising through Twitter http://twitter.com/serafinowicz/status/1321093848
- 66. Community fundraising through Twitter 14% of referrals on 13 th March to JustGiving were from Twitter www.justgiving.com/peterserafinowicz
- 67. Fundraising through Twitter – micro donations 1,106 donations £4.86 average Current total: £5,396.07
- 68. So what does this all mean? Different segments require different channels, as well as different messages Ignore your older online donors at your peril Newsfeeds are the single most valuable real estate on Facebook for charities Test online donation prompts by age and gender (as well as RFV) Email is still the king of comms for many people online The new breed of social media fundraisers is growing in importance
- 69. The moral of this story? Donors are doing it for themselves!
- 70. The 365 Challenge www.365challenge.co.uk & @365er
- 71. This is Colin’s story “ In 2007, I was diagnosed with a soft tissue sarcoma and underwent surgery, followed by radiotherapy. Then in 2008, my sister, Brenda Carr, died after a long battle with breast cancer. Following on from this, I knew that I wanted to raise money to support Cancer Research UK, because I felt that they were supporting important work in the fight to overcome cancer.”
- 72. Colin’s strategy
- 73. Colin’s strategy “ With a group, I found that I could engage with a target audience who had expressed an interest in what I was doing – what any advertiser dreams of, really!”
- 75. What would’ve helped Colin guidance on how following someone can give you access to their followers too changing your Facebook status regularly and using these status updates and tweets to draw people in, teasing them into reading more … an explanation of what Twitter is all about tips on keeping your message out there – how regular blog updates can be tweeted about so others get to know that you’ve written something new, more guidance on how FB can be exploited
- 76. The new breed “ As I posted Tweets about hitting milestones or new blogs, these connections were Re-Tweeting them, and my message spread further and further.” “ These enthusiastic strangers... I now count as supporters and friends”
Editor's Notes
- How
- How
- How
- How
- How
- How
- At CRUK we are incredibly fortunate to be supported by a generous and very diverse range of supporters, with some 2million+ giving us some form of financial support over the last couple of years - from traditional cash appeals, direct debits, legacy donations, etc. to 750k women taking part in our Race for Life 5k sponsored event and all manner of other activities.
- At CRUK we are incredibly fortunate to be supported by a generous and very diverse range of supporters, with some 2million+ giving us some form of financial support over the last couple of years - from traditional cash appeals, direct debits, legacy donations, etc. to 750k women taking part in our Race for Life 5k sponsored event and all manner of other activities.
- http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising, according to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries. Ninety percent or consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online. “ The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly,” says Jonathan Carson, President of Online, International, for the Nielsen Company.” However, in this new age of consumer control, advertisers will be encouraged by the fact that brand websites are trusted at that same 70 percent level as online consumer opinions. Carson adds, “We see that all forms of advertiser-led advertising, except ads in newspapers, have also experienced increases in levels of trust and it’s possible that the CGM revolution has forced advertisers to use a more realistic form of messaging that is grounded in the experience of consumers rather than the lofty ideals of the advertisers.” Brands Gaining Global Trust… In Some Regions More Than Others In the two years the biannual study has been conducted, brand sponsorship has seen the greatest increase in levels of trust from 49 percent of Internet consumers in April 2007 to 64 percent in April 2009. Regionally, Latin American countries lead the way with 81 percent of both Colombian and Venezuelan Internet consumers and 79 percent of Brazilians trusting brand sponsorships. In contrast, sponsorships hold the least sway amongst Swedish (33 percent), Latvian (36 percent) and Finnish online consumers (38 percent). In comparison, 72 percent of United States Internet consumers trust brand sponsorships, placing the United States 12th out of the 50 countries represented in the survey. Brand websites, globally the most trusted form of advertiser-led advertising, hold the greatest sway in China (82 percent). Following China are Pakistan (81 percent) and Vietnam (80 percent). However, brand websites tend to be trusted least amongst Swedish (40 percent) and Israeli (45 percent) Internet consumers. In the US, 62 percent of Internet consumers said they trusted brand sponsorships, placing the United States 21st out of the 50 countries surveyed. “ The regional differences provide a clear guide to advertisers as to how they should focus their ad strategy in different countries. It also shows that, despite the authority of word of mouth when it comes to consumer decision-making, advertisers still have a major say in the process. This is backed up by past Nielsen studies which showed that the majority of people posting comments online went to the advertiser website or emailed feedback to the company before they posted. The website, and monitoring feedback through it, is a golden opportunity for advertisers to shape the tone and content of consumer opinion before it reaches the digital masses,” said Carson.
- http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising, according to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries. Ninety percent or consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online. “ The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly,” says Jonathan Carson, President of Online, International, for the Nielsen Company.” However, in this new age of consumer control, advertisers will be encouraged by the fact that brand websites are trusted at that same 70 percent level as online consumer opinions. Carson adds, “We see that all forms of advertiser-led advertising, except ads in newspapers, have also experienced increases in levels of trust and it’s possible that the CGM revolution has forced advertisers to use a more realistic form of messaging that is grounded in the experience of consumers rather than the lofty ideals of the advertisers.” Brands Gaining Global Trust… In Some Regions More Than Others In the two years the biannual study has been conducted, brand sponsorship has seen the greatest increase in levels of trust from 49 percent of Internet consumers in April 2007 to 64 percent in April 2009. Regionally, Latin American countries lead the way with 81 percent of both Colombian and Venezuelan Internet consumers and 79 percent of Brazilians trusting brand sponsorships. In contrast, sponsorships hold the least sway amongst Swedish (33 percent), Latvian (36 percent) and Finnish online consumers (38 percent). In comparison, 72 percent of United States Internet consumers trust brand sponsorships, placing the United States 12th out of the 50 countries represented in the survey. Brand websites, globally the most trusted form of advertiser-led advertising, hold the greatest sway in China (82 percent). Following China are Pakistan (81 percent) and Vietnam (80 percent). However, brand websites tend to be trusted least amongst Swedish (40 percent) and Israeli (45 percent) Internet consumers. In the US, 62 percent of Internet consumers said they trusted brand sponsorships, placing the United States 21st out of the 50 countries surveyed. “ The regional differences provide a clear guide to advertisers as to how they should focus their ad strategy in different countries. It also shows that, despite the authority of word of mouth when it comes to consumer decision-making, advertisers still have a major say in the process. This is backed up by past Nielsen studies which showed that the majority of people posting comments online went to the advertiser website or emailed feedback to the company before they posted. The website, and monitoring feedback through it, is a golden opportunity for advertisers to shape the tone and content of consumer opinion before it reaches the digital masses,” said Carson.
- http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising, according to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries. Ninety percent or consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online. “ The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly,” says Jonathan Carson, President of Online, International, for the Nielsen Company.” However, in this new age of consumer control, advertisers will be encouraged by the fact that brand websites are trusted at that same 70 percent level as online consumer opinions. Carson adds, “We see that all forms of advertiser-led advertising, except ads in newspapers, have also experienced increases in levels of trust and it’s possible that the CGM revolution has forced advertisers to use a more realistic form of messaging that is grounded in the experience of consumers rather than the lofty ideals of the advertisers.” Brands Gaining Global Trust… In Some Regions More Than Others In the two years the biannual study has been conducted, brand sponsorship has seen the greatest increase in levels of trust from 49 percent of Internet consumers in April 2007 to 64 percent in April 2009. Regionally, Latin American countries lead the way with 81 percent of both Colombian and Venezuelan Internet consumers and 79 percent of Brazilians trusting brand sponsorships. In contrast, sponsorships hold the least sway amongst Swedish (33 percent), Latvian (36 percent) and Finnish online consumers (38 percent). In comparison, 72 percent of United States Internet consumers trust brand sponsorships, placing the United States 12th out of the 50 countries represented in the survey. Brand websites, globally the most trusted form of advertiser-led advertising, hold the greatest sway in China (82 percent). Following China are Pakistan (81 percent) and Vietnam (80 percent). However, brand websites tend to be trusted least amongst Swedish (40 percent) and Israeli (45 percent) Internet consumers. In the US, 62 percent of Internet consumers said they trusted brand sponsorships, placing the United States 21st out of the 50 countries surveyed. “ The regional differences provide a clear guide to advertisers as to how they should focus their ad strategy in different countries. It also shows that, despite the authority of word of mouth when it comes to consumer decision-making, advertisers still have a major say in the process. This is backed up by past Nielsen studies which showed that the majority of people posting comments online went to the advertiser website or emailed feedback to the company before they posted. The website, and monitoring feedback through it, is a golden opportunity for advertisers to shape the tone and content of consumer opinion before it reaches the digital masses,” said Carson.
- http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising, according to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries. Ninety percent or consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online. “ The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly,” says Jonathan Carson, President of Online, International, for the Nielsen Company.” However, in this new age of consumer control, advertisers will be encouraged by the fact that brand websites are trusted at that same 70 percent level as online consumer opinions. Carson adds, “We see that all forms of advertiser-led advertising, except ads in newspapers, have also experienced increases in levels of trust and it’s possible that the CGM revolution has forced advertisers to use a more realistic form of messaging that is grounded in the experience of consumers rather than the lofty ideals of the advertisers.” Brands Gaining Global Trust… In Some Regions More Than Others In the two years the biannual study has been conducted, brand sponsorship has seen the greatest increase in levels of trust from 49 percent of Internet consumers in April 2007 to 64 percent in April 2009. Regionally, Latin American countries lead the way with 81 percent of both Colombian and Venezuelan Internet consumers and 79 percent of Brazilians trusting brand sponsorships. In contrast, sponsorships hold the least sway amongst Swedish (33 percent), Latvian (36 percent) and Finnish online consumers (38 percent). In comparison, 72 percent of United States Internet consumers trust brand sponsorships, placing the United States 12th out of the 50 countries represented in the survey. Brand websites, globally the most trusted form of advertiser-led advertising, hold the greatest sway in China (82 percent). Following China are Pakistan (81 percent) and Vietnam (80 percent). However, brand websites tend to be trusted least amongst Swedish (40 percent) and Israeli (45 percent) Internet consumers. In the US, 62 percent of Internet consumers said they trusted brand sponsorships, placing the United States 21st out of the 50 countries surveyed. “ The regional differences provide a clear guide to advertisers as to how they should focus their ad strategy in different countries. It also shows that, despite the authority of word of mouth when it comes to consumer decision-making, advertisers still have a major say in the process. This is backed up by past Nielsen studies which showed that the majority of people posting comments online went to the advertiser website or emailed feedback to the company before they posted. The website, and monitoring feedback through it, is a golden opportunity for advertisers to shape the tone and content of consumer opinion before it reaches the digital masses,” said Carson.
- http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising, according to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries. Ninety percent or consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online. “ The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly,” says Jonathan Carson, President of Online, International, for the Nielsen Company.” However, in this new age of consumer control, advertisers will be encouraged by the fact that brand websites are trusted at that same 70 percent level as online consumer opinions. Carson adds, “We see that all forms of advertiser-led advertising, except ads in newspapers, have also experienced increases in levels of trust and it’s possible that the CGM revolution has forced advertisers to use a more realistic form of messaging that is grounded in the experience of consumers rather than the lofty ideals of the advertisers.” Brands Gaining Global Trust… In Some Regions More Than Others In the two years the biannual study has been conducted, brand sponsorship has seen the greatest increase in levels of trust from 49 percent of Internet consumers in April 2007 to 64 percent in April 2009. Regionally, Latin American countries lead the way with 81 percent of both Colombian and Venezuelan Internet consumers and 79 percent of Brazilians trusting brand sponsorships. In contrast, sponsorships hold the least sway amongst Swedish (33 percent), Latvian (36 percent) and Finnish online consumers (38 percent). In comparison, 72 percent of United States Internet consumers trust brand sponsorships, placing the United States 12th out of the 50 countries represented in the survey. Brand websites, globally the most trusted form of advertiser-led advertising, hold the greatest sway in China (82 percent). Following China are Pakistan (81 percent) and Vietnam (80 percent). However, brand websites tend to be trusted least amongst Swedish (40 percent) and Israeli (45 percent) Internet consumers. In the US, 62 percent of Internet consumers said they trusted brand sponsorships, placing the United States 21st out of the 50 countries surveyed. “ The regional differences provide a clear guide to advertisers as to how they should focus their ad strategy in different countries. It also shows that, despite the authority of word of mouth when it comes to consumer decision-making, advertisers still have a major say in the process. This is backed up by past Nielsen studies which showed that the majority of people posting comments online went to the advertiser website or emailed feedback to the company before they posted. The website, and monitoring feedback through it, is a golden opportunity for advertisers to shape the tone and content of consumer opinion before it reaches the digital masses,” said Carson.
- http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising, according to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries. Ninety percent or consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online. “ The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly,” says Jonathan Carson, President of Online, International, for the Nielsen Company.” However, in this new age of consumer control, advertisers will be encouraged by the fact that brand websites are trusted at that same 70 percent level as online consumer opinions. Carson adds, “We see that all forms of advertiser-led advertising, except ads in newspapers, have also experienced increases in levels of trust and it’s possible that the CGM revolution has forced advertisers to use a more realistic form of messaging that is grounded in the experience of consumers rather than the lofty ideals of the advertisers.” Brands Gaining Global Trust… In Some Regions More Than Others In the two years the biannual study has been conducted, brand sponsorship has seen the greatest increase in levels of trust from 49 percent of Internet consumers in April 2007 to 64 percent in April 2009. Regionally, Latin American countries lead the way with 81 percent of both Colombian and Venezuelan Internet consumers and 79 percent of Brazilians trusting brand sponsorships. In contrast, sponsorships hold the least sway amongst Swedish (33 percent), Latvian (36 percent) and Finnish online consumers (38 percent). In comparison, 72 percent of United States Internet consumers trust brand sponsorships, placing the United States 12th out of the 50 countries represented in the survey. Brand websites, globally the most trusted form of advertiser-led advertising, hold the greatest sway in China (82 percent). Following China are Pakistan (81 percent) and Vietnam (80 percent). However, brand websites tend to be trusted least amongst Swedish (40 percent) and Israeli (45 percent) Internet consumers. In the US, 62 percent of Internet consumers said they trusted brand sponsorships, placing the United States 21st out of the 50 countries surveyed. “ The regional differences provide a clear guide to advertisers as to how they should focus their ad strategy in different countries. It also shows that, despite the authority of word of mouth when it comes to consumer decision-making, advertisers still have a major say in the process. This is backed up by past Nielsen studies which showed that the majority of people posting comments online went to the advertiser website or emailed feedback to the company before they posted. The website, and monitoring feedback through it, is a golden opportunity for advertisers to shape the tone and content of consumer opinion before it reaches the digital masses,” said Carson.
- http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising, according to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries. Ninety percent or consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online. “ The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly,” says Jonathan Carson, President of Online, International, for the Nielsen Company.” However, in this new age of consumer control, advertisers will be encouraged by the fact that brand websites are trusted at that same 70 percent level as online consumer opinions. Carson adds, “We see that all forms of advertiser-led advertising, except ads in newspapers, have also experienced increases in levels of trust and it’s possible that the CGM revolution has forced advertisers to use a more realistic form of messaging that is grounded in the experience of consumers rather than the lofty ideals of the advertisers.” Brands Gaining Global Trust… In Some Regions More Than Others In the two years the biannual study has been conducted, brand sponsorship has seen the greatest increase in levels of trust from 49 percent of Internet consumers in April 2007 to 64 percent in April 2009. Regionally, Latin American countries lead the way with 81 percent of both Colombian and Venezuelan Internet consumers and 79 percent of Brazilians trusting brand sponsorships. In contrast, sponsorships hold the least sway amongst Swedish (33 percent), Latvian (36 percent) and Finnish online consumers (38 percent). In comparison, 72 percent of United States Internet consumers trust brand sponsorships, placing the United States 12th out of the 50 countries represented in the survey. Brand websites, globally the most trusted form of advertiser-led advertising, hold the greatest sway in China (82 percent). Following China are Pakistan (81 percent) and Vietnam (80 percent). However, brand websites tend to be trusted least amongst Swedish (40 percent) and Israeli (45 percent) Internet consumers. In the US, 62 percent of Internet consumers said they trusted brand sponsorships, placing the United States 21st out of the 50 countries surveyed. “ The regional differences provide a clear guide to advertisers as to how they should focus their ad strategy in different countries. It also shows that, despite the authority of word of mouth when it comes to consumer decision-making, advertisers still have a major say in the process. This is backed up by past Nielsen studies which showed that the majority of people posting comments online went to the advertiser website or emailed feedback to the company before they posted. The website, and monitoring feedback through it, is a golden opportunity for advertisers to shape the tone and content of consumer opinion before it reaches the digital masses,” said Carson.
- http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising, according to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries. Ninety percent or consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online. “ The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly,” says Jonathan Carson, President of Online, International, for the Nielsen Company.” However, in this new age of consumer control, advertisers will be encouraged by the fact that brand websites are trusted at that same 70 percent level as online consumer opinions. Carson adds, “We see that all forms of advertiser-led advertising, except ads in newspapers, have also experienced increases in levels of trust and it’s possible that the CGM revolution has forced advertisers to use a more realistic form of messaging that is grounded in the experience of consumers rather than the lofty ideals of the advertisers.” Brands Gaining Global Trust… In Some Regions More Than Others In the two years the biannual study has been conducted, brand sponsorship has seen the greatest increase in levels of trust from 49 percent of Internet consumers in April 2007 to 64 percent in April 2009. Regionally, Latin American countries lead the way with 81 percent of both Colombian and Venezuelan Internet consumers and 79 percent of Brazilians trusting brand sponsorships. In contrast, sponsorships hold the least sway amongst Swedish (33 percent), Latvian (36 percent) and Finnish online consumers (38 percent). In comparison, 72 percent of United States Internet consumers trust brand sponsorships, placing the United States 12th out of the 50 countries represented in the survey. Brand websites, globally the most trusted form of advertiser-led advertising, hold the greatest sway in China (82 percent). Following China are Pakistan (81 percent) and Vietnam (80 percent). However, brand websites tend to be trusted least amongst Swedish (40 percent) and Israeli (45 percent) Internet consumers. In the US, 62 percent of Internet consumers said they trusted brand sponsorships, placing the United States 21st out of the 50 countries surveyed. “ The regional differences provide a clear guide to advertisers as to how they should focus their ad strategy in different countries. It also shows that, despite the authority of word of mouth when it comes to consumer decision-making, advertisers still have a major say in the process. This is backed up by past Nielsen studies which showed that the majority of people posting comments online went to the advertiser website or emailed feedback to the company before they posted. The website, and monitoring feedback through it, is a golden opportunity for advertisers to shape the tone and content of consumer opinion before it reaches the digital masses,” said Carson.
- At CRUK we are incredibly fortunate to be supported by a generous and very diverse range of supporters, with some 2million+ giving us some form of financial support over the last couple of years - from traditional cash appeals, direct debits, legacy donations, etc. to 750k women taking part in our Race for Life 5k sponsored event and all manner of other activities.
- http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising, according to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries. Ninety percent or consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online. “ The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly,” says Jonathan Carson, President of Online, International, for the Nielsen Company.” However, in this new age of consumer control, advertisers will be encouraged by the fact that brand websites are trusted at that same 70 percent level as online consumer opinions. Carson adds, “We see that all forms of advertiser-led advertising, except ads in newspapers, have also experienced increases in levels of trust and it’s possible that the CGM revolution has forced advertisers to use a more realistic form of messaging that is grounded in the experience of consumers rather than the lofty ideals of the advertisers.” Brands Gaining Global Trust… In Some Regions More Than Others In the two years the biannual study has been conducted, brand sponsorship has seen the greatest increase in levels of trust from 49 percent of Internet consumers in April 2007 to 64 percent in April 2009. Regionally, Latin American countries lead the way with 81 percent of both Colombian and Venezuelan Internet consumers and 79 percent of Brazilians trusting brand sponsorships. In contrast, sponsorships hold the least sway amongst Swedish (33 percent), Latvian (36 percent) and Finnish online consumers (38 percent). In comparison, 72 percent of United States Internet consumers trust brand sponsorships, placing the United States 12th out of the 50 countries represented in the survey. Brand websites, globally the most trusted form of advertiser-led advertising, hold the greatest sway in China (82 percent). Following China are Pakistan (81 percent) and Vietnam (80 percent). However, brand websites tend to be trusted least amongst Swedish (40 percent) and Israeli (45 percent) Internet consumers. In the US, 62 percent of Internet consumers said they trusted brand sponsorships, placing the United States 21st out of the 50 countries surveyed. “ The regional differences provide a clear guide to advertisers as to how they should focus their ad strategy in different countries. It also shows that, despite the authority of word of mouth when it comes to consumer decision-making, advertisers still have a major say in the process. This is backed up by past Nielsen studies which showed that the majority of people posting comments online went to the advertiser website or emailed feedback to the company before they posted. The website, and monitoring feedback through it, is a golden opportunity for advertisers to shape the tone and content of consumer opinion before it reaches the digital masses,” said Carson.
- http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising, according to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries. Ninety percent or consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online. “ The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly,” says Jonathan Carson, President of Online, International, for the Nielsen Company.” However, in this new age of consumer control, advertisers will be encouraged by the fact that brand websites are trusted at that same 70 percent level as online consumer opinions. Carson adds, “We see that all forms of advertiser-led advertising, except ads in newspapers, have also experienced increases in levels of trust and it’s possible that the CGM revolution has forced advertisers to use a more realistic form of messaging that is grounded in the experience of consumers rather than the lofty ideals of the advertisers.” Brands Gaining Global Trust… In Some Regions More Than Others In the two years the biannual study has been conducted, brand sponsorship has seen the greatest increase in levels of trust from 49 percent of Internet consumers in April 2007 to 64 percent in April 2009. Regionally, Latin American countries lead the way with 81 percent of both Colombian and Venezuelan Internet consumers and 79 percent of Brazilians trusting brand sponsorships. In contrast, sponsorships hold the least sway amongst Swedish (33 percent), Latvian (36 percent) and Finnish online consumers (38 percent). In comparison, 72 percent of United States Internet consumers trust brand sponsorships, placing the United States 12th out of the 50 countries represented in the survey. Brand websites, globally the most trusted form of advertiser-led advertising, hold the greatest sway in China (82 percent). Following China are Pakistan (81 percent) and Vietnam (80 percent). However, brand websites tend to be trusted least amongst Swedish (40 percent) and Israeli (45 percent) Internet consumers. In the US, 62 percent of Internet consumers said they trusted brand sponsorships, placing the United States 21st out of the 50 countries surveyed. “ The regional differences provide a clear guide to advertisers as to how they should focus their ad strategy in different countries. It also shows that, despite the authority of word of mouth when it comes to consumer decision-making, advertisers still have a major say in the process. This is backed up by past Nielsen studies which showed that the majority of people posting comments online went to the advertiser website or emailed feedback to the company before they posted. The website, and monitoring feedback through it, is a golden opportunity for advertisers to shape the tone and content of consumer opinion before it reaches the digital masses,” said Carson.
- http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising, according to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries. Ninety percent or consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online. “ The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly,” says Jonathan Carson, President of Online, International, for the Nielsen Company.” However, in this new age of consumer control, advertisers will be encouraged by the fact that brand websites are trusted at that same 70 percent level as online consumer opinions. Carson adds, “We see that all forms of advertiser-led advertising, except ads in newspapers, have also experienced increases in levels of trust and it’s possible that the CGM revolution has forced advertisers to use a more realistic form of messaging that is grounded in the experience of consumers rather than the lofty ideals of the advertisers.” Brands Gaining Global Trust… In Some Regions More Than Others In the two years the biannual study has been conducted, brand sponsorship has seen the greatest increase in levels of trust from 49 percent of Internet consumers in April 2007 to 64 percent in April 2009. Regionally, Latin American countries lead the way with 81 percent of both Colombian and Venezuelan Internet consumers and 79 percent of Brazilians trusting brand sponsorships. In contrast, sponsorships hold the least sway amongst Swedish (33 percent), Latvian (36 percent) and Finnish online consumers (38 percent). In comparison, 72 percent of United States Internet consumers trust brand sponsorships, placing the United States 12th out of the 50 countries represented in the survey. Brand websites, globally the most trusted form of advertiser-led advertising, hold the greatest sway in China (82 percent). Following China are Pakistan (81 percent) and Vietnam (80 percent). However, brand websites tend to be trusted least amongst Swedish (40 percent) and Israeli (45 percent) Internet consumers. In the US, 62 percent of Internet consumers said they trusted brand sponsorships, placing the United States 21st out of the 50 countries surveyed. “ The regional differences provide a clear guide to advertisers as to how they should focus their ad strategy in different countries. It also shows that, despite the authority of word of mouth when it comes to consumer decision-making, advertisers still have a major say in the process. This is backed up by past Nielsen studies which showed that the majority of people posting comments online went to the advertiser website or emailed feedback to the company before they posted. The website, and monitoring feedback through it, is a golden opportunity for advertisers to shape the tone and content of consumer opinion before it reaches the digital masses,” said Carson.
- http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising, according to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries. Ninety percent or consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online. “ The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly,” says Jonathan Carson, President of Online, International, for the Nielsen Company.” However, in this new age of consumer control, advertisers will be encouraged by the fact that brand websites are trusted at that same 70 percent level as online consumer opinions. Carson adds, “We see that all forms of advertiser-led advertising, except ads in newspapers, have also experienced increases in levels of trust and it’s possible that the CGM revolution has forced advertisers to use a more realistic form of messaging that is grounded in the experience of consumers rather than the lofty ideals of the advertisers.” Brands Gaining Global Trust… In Some Regions More Than Others In the two years the biannual study has been conducted, brand sponsorship has seen the greatest increase in levels of trust from 49 percent of Internet consumers in April 2007 to 64 percent in April 2009. Regionally, Latin American countries lead the way with 81 percent of both Colombian and Venezuelan Internet consumers and 79 percent of Brazilians trusting brand sponsorships. In contrast, sponsorships hold the least sway amongst Swedish (33 percent), Latvian (36 percent) and Finnish online consumers (38 percent). In comparison, 72 percent of United States Internet consumers trust brand sponsorships, placing the United States 12th out of the 50 countries represented in the survey. Brand websites, globally the most trusted form of advertiser-led advertising, hold the greatest sway in China (82 percent). Following China are Pakistan (81 percent) and Vietnam (80 percent). However, brand websites tend to be trusted least amongst Swedish (40 percent) and Israeli (45 percent) Internet consumers. In the US, 62 percent of Internet consumers said they trusted brand sponsorships, placing the United States 21st out of the 50 countries surveyed. “ The regional differences provide a clear guide to advertisers as to how they should focus their ad strategy in different countries. It also shows that, despite the authority of word of mouth when it comes to consumer decision-making, advertisers still have a major say in the process. This is backed up by past Nielsen studies which showed that the majority of people posting comments online went to the advertiser website or emailed feedback to the company before they posted. The website, and monitoring feedback through it, is a golden opportunity for advertisers to shape the tone and content of consumer opinion before it reaches the digital masses,” said Carson.
- http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising, according to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries. Ninety percent or consumers surveyed noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online. “ The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly,” says Jonathan Carson, President of Online, International, for the Nielsen Company.” However, in this new age of consumer control, advertisers will be encouraged by the fact that brand websites are trusted at that same 70 percent level as online consumer opinions. Carson adds, “We see that all forms of advertiser-led advertising, except ads in newspapers, have also experienced increases in levels of trust and it’s possible that the CGM revolution has forced advertisers to use a more realistic form of messaging that is grounded in the experience of consumers rather than the lofty ideals of the advertisers.” Brands Gaining Global Trust… In Some Regions More Than Others In the two years the biannual study has been conducted, brand sponsorship has seen the greatest increase in levels of trust from 49 percent of Internet consumers in April 2007 to 64 percent in April 2009. Regionally, Latin American countries lead the way with 81 percent of both Colombian and Venezuelan Internet consumers and 79 percent of Brazilians trusting brand sponsorships. In contrast, sponsorships hold the least sway amongst Swedish (33 percent), Latvian (36 percent) and Finnish online consumers (38 percent). In comparison, 72 percent of United States Internet consumers trust brand sponsorships, placing the United States 12th out of the 50 countries represented in the survey. Brand websites, globally the most trusted form of advertiser-led advertising, hold the greatest sway in China (82 percent). Following China are Pakistan (81 percent) and Vietnam (80 percent). However, brand websites tend to be trusted least amongst Swedish (40 percent) and Israeli (45 percent) Internet consumers. In the US, 62 percent of Internet consumers said they trusted brand sponsorships, placing the United States 21st out of the 50 countries surveyed. “ The regional differences provide a clear guide to advertisers as to how they should focus their ad strategy in different countries. It also shows that, despite the authority of word of mouth when it comes to consumer decision-making, advertisers still have a major say in the process. This is backed up by past Nielsen studies which showed that the majority of people posting comments online went to the advertiser website or emailed feedback to the company before they posted. The website, and monitoring feedback through it, is a golden opportunity for advertisers to shape the tone and content of consumer opinion before it reaches the digital masses,” said Carson.
- At CRUK we are incredibly fortunate to be supported by a generous and very diverse range of supporters, with some 2million+ giving us some form of financial support over the last couple of years - from traditional cash appeals, direct debits, legacy donations, etc. to 750k women taking part in our Race for Life 5k sponsored event and all manner of other activities. Who we are What we did Why we did it We’re fascinated about data, and the small things that make a big difference. Be that user experience to research. Are there certain profiles who respond better and more positively who respond to different methods? We wanted to find that out. We surveyed a sample of 2,702 of people who gave online, across all different types of charities It’s the biggest online collection of people and causes in the world, we have 10 million users, 1 in 5 of UK internet users, so it’s a unique snapshot of online giving habits. Bryan and I thought – great opportunity to generate some insight into the state of online giving, and who the people are who give This is the start – online donors, and we want to find out more about online fundraisers
- We asked donors – is this your first online donation? Like the CR-UK data, the middle age ranges are comfortable and have done this before. BUT – 55-64 range is the second most comfortable There are a lot of people comfortable in giving and transacting online – are you meeting their needs? If you don’t ask them to give online – I’m sure you’ve read about *silver surfers* but are you doing anything about it? Benchmark your own online donors against this. Why are your own groups not as well represented? Would’ve said 25-34 was the biggest repeat donors – but it’s not – by a long way. Hide graph, then show.
- What do people in the room think? What’s the traditional model...? Add in blank slide! Not getting into a debate over the battle of the sexes (who earns more), but in terms of profiling and segmentation, have you considered segmenting your ask by gender online?
- Basic demographic data for the survey. >64 is the only range with more males – why do you think?
- Just say this – key donation stat – avg is £30
- What is your donor care strategy – do you differentiate based on age? As people get older, they give more What is the language you use and the channels – offline/online. I don’t think we have the same donor care for online donors as we do for offline – yet Will a clever charity segment a donor care strategy by age. Don’t they have different needs to the younger people? Has anyone done it?
- While donors over 45 are under-represented in terms of numbers, they are over-represented in terms of value of donation. Put that another way, there are less of them, but each of them is giving more. 45-80 is a big span, tend to give more. But it’s the over 60s who are giving the highest??? 35-54 is worth 45% 25-54 = 62% revenue So what – how does your website work with older people? Are they targeted? Do you advertise on the sites they use? Is your own site older-people friendly. Is your marcomms strategy integrating online and offline.
- Question – how to make this look ok!?! Older people are significantly more likely to donate more. Men have more of a peak in the >50.
- Question – how to make this look ok!?! Older people are significantly more likely to donate more. Men have more of a peak in the >50.
- So what – how does your website work with older people? Are they targeted? Do you advertise on the sites they use? Is your own site older-people friendly. Is your marcomms strategy integrating online and offline.
- Overwhelming majority of people still respond to emails for online donations. To give you some context – here’s JG’s figures. Most comes from email – looking at the last four weeks, 16% comes from FB. 40% of referrals are direct – email. So you need to think of your audience and the tools they use. There’s been a shift from email to FB, but email still rules as a communication method. 2 years ago, FB was significantly less. Anyone replacing email with FB?
- Get the most recent charts
- Last month suggests the opposite - symbiotic relationship between social media and email. September this year – less than one month ago. Think about it – how do you know you’ve got a FB message, or new comment – or a new follower on twitter – it’s by email!
- When you drill into the ages, the clearer patterns emerge. None of them are that much of a surprise – but do you plan your comms or segment by this data. If you’re not using FB – are you missing out on a huge opportunity. We’re fascinated by FB, so I wanted to show you some facts that would be of interest. List the top sources to the JG site – Direct 40% (email), FB 16%, Google 15%
- Sources from Facebook to JG. Percentage of referrals from FB home page – 60%. Not interrupting you – it’s in your news feed – what you are interested in Profile is 12% Group is 4% Search is 3% Inbox just 2% If you’re not set up for this, you need to be – it isn’t going away. If you want to engage people online, and you’re not on FB, you’re missing a trick. If you are, and you’re not sending messages, posting to your wall, then you may as well not be on there. 1. /home.php 303,103 59.88% 2. /profile.php 62,070 12.26% 3. /group.php 21,949 4.34% 4. /search/ 19,085 3.77% 5. /inbox/ 12,143 2.40% 6. /photo.php 9,080 1.79% 7. /posted.php 8,015 1.58% 8. /event.php 6,374 1.26% /album.php 5,191 1.03% /inbox/readmessage.php 4,852 0.96%
- Who’s using FB connect – who knows what it is?
- Find a charity example too. Not just fundraising – campaigning, can be action, participation, engagement.
- Who’s using FB connect – who knows what it is?
- Average time on page…
- http://blog.nielsen.com/nielsenwire/online_mobile/is-social-media-impacting-how-much-we-email John Smith aged 60 gets the same message, the same ask, the same channel as John Smith aged 30
- Introduce the case study and how it links – Colin as an example of a new breed of fundraiser, using socmed tolls and networked fundraising/supporter recruitment theory in practice to reach new supporters. Imagine spending 365 days – a full year – undertaking as many challenges as you can to test yourself to the limit. Maybe not everyone's idea of fun ... but then imagine that across that year, you use those challenges to raise as much money as you can for a very, very good cause. Does that sound better? Add to the mix that you do it in memory of a loved family member, and there aren't many better reasons, are there?
- When I launched the 365challenge in August 2008, while I was aware of Facebook, I had rarely used it, and I hadn’t really heard of Twitter. I wanted to use email and the internet as much as possible as I saw this as the way to spread my message. I think somewhere along the way I read, on either/both the CRUK and the JG sites, some tips on using Facebook, so I started to explore this Not having a large group of friends on FB, I saw that I needed to make connections, so started joining groups and sharing thoughts with others who had references things like cancer and CRUK in their writings, and I was able to spread the message slowly this way.
- When I launched the 365challenge in August 2008, while I was aware of Facebook, I had rarely used it, and I hadn’t really heard of Twitter. I wanted to use email and the internet as much as possible as I saw this as the way to spread my message. I think somewhere along the way I read, on either/both the CRUK and the JG sites, some tips on using Facebook, so I started to explore this Not having a large group of friends on FB, I saw that I needed to make connections, so started joining groups and sharing thoughts with others who had references things like cancer and CRUK in their writings, and I was able to spread the message slowly this way.
- I’ll not claim that this lead to huge donations or a load of people taking the 365challenge (yet), but it allowed me to spread the word and invite people to engage with me online and to pass on the links to their groups of friends on FB too. Ripples spreading outwards, occasionally touching someone whom I’d never have encountered, but who could now share my message or even come on board and want to join me in raising funds for CRUK by taking their own 365challenges … a number of my 365ers fit this profile. And as they have come on board, they’ve created their own FB groups, and so the ripples continue to spread … Twitter was a different matter. Once I did start playing with it, however, firstly following a few celebrities, then searching for key words like cancer or CRUK, I began to see just what a powerful tool this was … http://www.flickr.com/photos/twenty_questions/2808819998
- Colin is one in a million – give even the people who wouldn’t think about these things the tools, advice and support they need. Finally, what would have helped me (or maybe got me further along this process sooner than my own efforts did) … maybe more guidance on how FB can be exploited, an explanation of what Twitter is all about and how to use this to connect with like-minded people, guidance on how following someone can give you access to their followers too (okay, they need to follow you back now, but that’ll happen), tips on keeping your message out there – how regular blog updates can be tweeted about so others get to know that you’ve written something new, changing your FB status regularly and using these status updates and tweets to draw people in, teasing them into reading more …
- Colin is having a brilliant time. This is user delight – people find running a marathon easy compared to raising money. This is a *good* experience – the kind of thing all websites dream of offering, and you can put people like Colin at the heart of your online strategy and focus on providing the best experiences. I began to follow more people, and as a number of them followed me back, here again I was making connections with like-minded folk, who could spread the word for me on the 365challenge. Looking at who people I was following were following opened more doorways and more connections were made. Twitter was a different matter. Once I did start playing with it, however, firstly following a few celebrities, then searching for key words like cancer or CRUK, I began to see just what a powerful tool this was … Twitter connected me with people who have sponsored me, who have taken the 365challenge on themselves and/or who have promoted the 365challenge on my behalf. These are people who I would NEVER have encountered otherwise, and the connections made will be invaluable both to me and the 365challenge and to CRUK, as this concept is going to grow, partly helped by these enthusiastic strangers, many of whom I now count as supporters and friends, some of whom have gone out of their way to join me in some of my adventures.