andy hamflett corporate giving in the digital world
TRANSCRIPT
Tuesday November 20th, 2012
Corporate Giving in the Digital World:
New Approaches
Dogs, squirrels, cars, pins and winks.
What we know
Headlines from from first report
Lack of strategy / risk aversion
Lack of proven techniques
The Hype Cycle
Lack of trust / security issues
Lack of deep understanding of
the consumer
Potential for dis-intermediation
The ‘frictionless’ give re the long-term relationship
Tech never sleeps The mobile changes everything
http://www.spring-giving.org.uk/
Overview
Ten examples: • Driving Social media presence • Driving footfall • Creating new channels for giving • Some conclusions
Social Media 1: Send a Wink for a Good Cause VSP Vision Care / Guide Dogs for the Blind Association
October 2010
Social Media 2: Like for Like Cambridge Savings Bank / Cambridge Camping
July 2012
Social Media 3: 100 Cars For Good Toyota / Various
March – August 2012
Social Media 4: Chase Community Giving Chase Bank / Various
Annually
Social Media 5: #Squirrels4Good Craig Newmark / Craigslist / National Wildlife Federation
April 2012
Social Media 6: #PinItToGiveIt Elizabeth Arden / Look Good Feel Better
July 2012
Driving footfall: Checking in M&S / Breakthrough Breast Cancer
April 2011
New Channels 1: Donation sites Virgin / BT / Vodafone / eBay
New Channels 2: Keep on running Charity Miles / Various
June 2012
New Channels 3: Waterworks Unilever / Facebook / Waterworks
June 2012
Some conclusions
There is significant value for corporates
in social media reach
Partnering with charities is a good way of extending
this
It can also give greater visibility to
corporate donations
Once they have ‘liked’ you, they may
not ‘unlike’ you
Charities can also benefit from added
marketing push
As well as the donation of money
and goods
This value return also means no
project activity is needed
There are risks – untested models
may not work
The longer-term beneficiary / impact story may be harder
to tell
www.spring-giving.org.uk @spring_giving
www.scoop.it/tech-enabled-giving