social media for mobilising, fundraising and development
DESCRIPTION
This is a presentation about social media and development I delivered in Nairobi in June 2014.TRANSCRIPT
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Social Media for Mobilising, Fundraising and DevelopmentDavid Girling@socialmedia4D#SocialDevKE
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Q.Is social media a good thing?
Q.Has social media changed the world?
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MobilsationSocial Media Revolutions
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Clay Shirky – Open Source Movement
- No managers- No profit- Linux (1993) - Google- PERL- Wiki’s- Joomla
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Information Sharing
Collaborative Production
Collective Action
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Rim Nour, Online Activist
Four roles of social media
- Grassroots mobilisation- Organising the rise of civil society and
active citizenship- Counter rumour of propaganda- Analysing statements released by
government
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- Mobile usage is expanding rapidly- Google Speak to Tweet #egypt- Journalists used Twitter to report on the
ground- They uploaded links to stories, photos, videos
or blogs- Al Jazeera posted links to photos and videos- Egyptians tweets and posts were picked up
by journalists- CNN – iReports – emergence of new reporting
Bohler-Muller, N and Merwe, C (2011) The potential of social media to influence socio-political change on the African Continent
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Tools employed to spread the revolutions 2009-11
- Facebook to form groups – covert and overt- Twitter – real-time organisation & news
dissemination- Youtube / Yfrog / Twitpic / Flickr – evidence- URL shorterners - dissemination
Mason (2012) Why its kicking off everywhere
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FundraisingSocial Media for NGOs
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Social Media for NonProfit
• Heather Mansfield• 500,000 followers• Web 1.0.• Web 2.0.• Web 3.0.
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Groundswell
• Forrester Research• Analysts / Data• Social
technographics
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Why use social media:
Brand awareness InformationFundraising / PromotionEngagementSharingBuild a communityCrisis communications
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Social media is: - Global- Free- Immediate- Interactive- Mobilising- Empowering
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Defining your objectives
- Building brand awareness- Nurturing relationships- Promoting events- Crisis management- Information dissemination- Increase traffic to the website- Increase donations- Advertise for volunteers
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Defining your audiences
- Taxpayers- Current Donors- Latent Donors- Policymakers- Media- Opinion makers and opinion formers- Partners
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Social Media Fundraising Tips• Start with a popular, sexy, fashionable or timely cause (sorry but this still
makes a difference)• Have and share a genuinely human story in a warm and non-patronising way• Make the story about the person and their dreams, not the charity’s (at least
not until later…)• Make it emotional but positive• Use images or video throughout• Sprinkle in some celebrity comment via social media• Share it across your social networks• Make it easy for donors to give at every opportunity• Share success as a ‘push’ for more donations• Be sufficiently fleet of foot to get your communications and messages out to
your audiences quickly• Don’t expect it to work overnight but be prepared to share and talk about it if
it does
Source: www.fundraising.co.uk
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DevelopmentSocial Media
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NorwichA quick case study
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Internet / Mobile Stats
UK Kenya
Population 63.7m 44.9m
Internet Access 80% 47%
Mobile Subsciptions 82.7m 31.3m
Mobile Internet 49% 29%
3G Coverage 99.1% XX
Tablets 24% XX
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Monthly mobile costs as % of salary
Job Monthly Salary
Cleaner 672 1.78%
Taxi Driver 1,333 0.89%
Web Designer 2,500 0.47%
Teacher 2,666 0.44%
Journalist 2916 0.41%
http://www.mirror.co.uk/news/uk-news/uk-average-salary-26500-figures-3002995
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