digital philanthropy in the arts. arts marketing association conference, bristol, july 2014

PRESENTED BY @andyhamflett

Digital philanthropy AMA Conference

July 2014

AAM.

context

social sector charities lead the way

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

Annual UK arts fundraising from

individuals = £372m

The same as Cancer Research UK

You are charities, too!

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

“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?

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

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

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

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

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

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

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

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

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

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

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

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

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

Tech-led examples

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

Arts examples

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

Digital giving principles

#1 relationships

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

“It’s exciting to feel like you’re a part of

something.”

Donors feel invested in the process

#2 Emotion

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

Requested $5,000. Received $703,168

Donors feel emotion

#3 Social

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

Donors share on social networks

#4 Specificity

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

Donors feel confident

The multi-platform effect

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

“Everybody feels behind the curve.”

A digital mindset

Where is the ask?

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

E-mail

Apps

Info screen

Café

WebsitE Audio

guides point

of sale

Gift shop

games

Wifi pings

Wear-ables

Foot fall

The future is here

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

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

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

More than just digital giving

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

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

andy@aamassociates.com mary@aamassociates.com

@AAM_Associates @andyhamflett @MaryJaneEdwards

WEBSITE:

EMAIL:

Links 1

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

•  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

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

•  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

@Aam_associates @andyhamflett @maryjaneedwards #amaconf

•  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