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Presentation from A New Era of Social Good: How New Technologies and Data Driven Insight are Transforming The Way We Give, November 09, 2011. Hosted by the Mid Atlantic Marketing Research Association.
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HOW NEW TECHNOLOGIES AND DATA-DRIVEN INSIGHTS ARE CHANGING THE
WAY WE GIVE
1 1 / 9 / 2 0 1 1
A New Era of Social Good
Agenda
11:30AM: Lunch and Networking
12:00PM: Panel Introductions
12:10PM: Speaker Presentations
12:50PM: Question & Answers
1:30PM: Closing
2:00PM: Venue closes
Speakers
Brian Fujito, Chief Technology Officer
Brendan Hurley, SVP, Marketing &
Communications
Addie Connor, VP, Advertising
Audrey Fabbri, Chief Marketing Officer
The Need to Give
America’s Poor: A Regional Look at Poverty In America (Source: Mint.com )
The Need to Give: Global Data on Poverty
Charity in the US: A Culture of Giving
Americans gave: $290.89 billion in 2010 ($211 BN from individuals)
Recipients:
Religious orgs: 35% Education 14% Human Services 9%
1%
2%
6%
6%
15%
0% 5% 10% 15% 20%
Health
Foundations
Arts, Culture, Humanities
Public Benefit
International Charities
Change over 2009
Innovative Giving: Disaster Relief
Coke partners with the Red Cross to accept donations at vending machines.
Innovative Giving: Development Aid
Kiva and the Microfinance Revolution
Founded in 2005
636,949 Lenders
$255 MM in loans
98.9% repayment rate
Innovative Giving: Investing in Creativity
Founded in 2009
Successful Projects: 10,338
Pledged: $75,262,447
Backers: 793,362
Project: The Present: Fundraising goal of $24,000, raised $97,567 as of 11/13/11
The world’s largest funding platform for creative projects
Trends and Innovative Non-Profit Models
Trends and analysis
UMass survey finds social media use among nonprofits leads all other sectors
How the Top 50 Nonprofits are using social media
4 Social Trends Impacting the Future of Online Fundraising
Additional examples of Innovative Non-Profit Models:
Safecast: Building a volunteer community to help map radiation in Japan.
Ushahidi: Nonprofit tech company developing open source software.
charity: water: Funding water projects around the world.
Using social media to find a bone marrow transplant
John Deere’s: Project “CAN DO”
Best Friends Animal Society: Invisible Dogs Campaign
Non-Profit Resources
RESOURCES Care2 Make a Difference: Community of 17 million users collaborating on a wide range of
causes. Charity Navigator: The largest charity evaluation site in the US. Chronicle of Philanthropy: News, ideas, and jobs in the non profit world. DC Tech Meetup: Monthly gathering of local entrepreneurs, technologists, marketers, VC, and
innovators. Grassroots.org: Free resources for non-profits Idealist: Nonprofit-focused jobs and volunteer opportunities around the world. Marketing Research Association: Premier industry association for the marketing research
community 2011 Nonprofit Social Network Report: Third annual report on how nonprofits are using social
networks. Quirks – The Marketing Research Review: Resource for marketing research reports and
providers Stanford Social Innovation Review: Articles, reports, and data-driven analysis on innovating
social value creation Taproot Foundation: Nonprofit that makes business talent available to organizations working to
improve society. The Drucker Institute Nonprofit Innovation Awards: Annual awards to three innovative
nonprofits The Urban Institute’s National Center for Charitable Statistics: Non-partisan think tank
tracking data on charitable organizations
Note: The MRA Mid-Atlantic Chapter does not endorse the services provided by any of the organizations listed above.
Give to the Max Next Generation Community Fundraising
Give to the Max Day: Minnesota
2009:
$14M in 1 day
38,778 donors
3,434 nonprofits
2010:
$10M in 1 day
42,624 donors
3,663 nonprofits
GTMD Minnesota: Impact
Les Voyageurs Inc.: 83 donors
75% NEW
Twin Cities Rise : 104 donors
43% NEW
Wilder Foundation: 61 donors
39% NEW
Humane Society: 1668 donors
25% NEW
Sample Nonprofit
Results*
of nonprofits
participating in
Give to the Max
Day 2010 will likely
participate in this
event again next
year
of donors on Give
to the Max Day
said they will use
GiveMN again
Source: GiveMN
Testimonials
“Students commented on the leaderboard being
more exciting than Facebook – now THAT is a
compliment if I have ever heard one!!”
-Kristin Bortnem, Associate Director of Annual Giving, Concordia
College
“Give to the Max day is a such a benefit to a small
organization…the day allows us to get our message out
in a fun way that our constituents respond to…it
provides…a clear motivator.”
- Laura Zabel, Executive Director, Springboard for the Arts
Source: GiveMN
What do donors want?
5
Successful Giving Days
• Scalable platform that can take a pounding
• Online & Mobile experiences
• Self-serve Social Fundraising
• Self-serve Matching Grants
• Dynamic Leaderboards: Competitive giving
• Social sharing tools
• Social media marketing and promotion
• Award money sponsorships
• Media partnerships
• Blogger and Social Media partnerships
Learning and Enhancing
• Post-contest surveys from MN, DC, NV,
etc
• Donor behavior: what do they want?
• Sharing/Giving/Commenting patterns
• Repeat donation & activity patterns
• Consumer marketing efficacy (FB ads, etc)
Give2Max: Greater Washington
Give2max.or
g
@give2max
Thank you!
Contact:
Brian Fujito
brian@razoo.com
@brianfujito
571-216-9582
Support your
favorite nonprofit:
Give2max.org
@give2max
Nov 9, 2011
Goodwill & Digital Media:
Convenience, Cultivation and Conversion!
Mission and Model
Goodwill mission - is to transform lives and
communities through the power of education
and employment. – We help put people back
to work.
Goodwill model – Social enterprise. We are
a nonprofit charitable agency that runs like a
traditional business.
Why social/digital media?
• Traditional fundraising accounts for only 3% of our
annual revenue
• Fundraising is not a major focus, but a huge
opportunity!
• Digital media gives us an additional fundraising
channel – “Give2theMax”
• Primary benefit is in support of Goodwill’s “economic
engine”: donated goods and retail operations
• Requires time and talent, but little hard cost
• Excellent channel for education, positioning and
building brand loyalty
Goals of Digital/Social Media
1. Prospect, educate and cultivate donors, consumers and
advocates
2. Convert consumers and donors into Goodwill customers, donors
and brand/mission advocates
3. Provide greater convenience for donors, shoppers and advocates
Approach:
1. Use an integrated approach combining both new media and
traditional media.
2. Message is always consistent, positioning and channels differ
based on segmented population
Digital Channels
• Facebook – donor / shopper education, prospecting, cultivation and
activation.
• Twitter – donor / shopper education, prospecting, cultivation and
activation
• Fashion blog (English & Spanish) – Consumer engagement, cultivation
and conversion. Help position Goodwill as a fashion resource to change
perceptions
• YouTube – Educate viewers, put a face to our mission, prospect and
cultivate
• Foursquare – Retail brand loyalty rewards and / or sampling
• QR Codes – Retail brand loyalty rewards and/or sampling
• Mobile app (iPhone & iPad) Donor and shopper convenience, education,
engagement
• Content marketing/virtual fashion shows – Consumer cultivation and
conversion
• eBay & ShopGoodwill.com – online shopping portal. Demand driven
price points = higher margins
• Survey Monkey – Customer and donor satisfaction
• Basecamp – Internal project management, convenience
Successes and challenges
Success:
• Tremendous success in repositioning our retail operations and generating donations of household
goods. – Sales are up
– donations are up
– reputation is dramatically improved
– blogger is quoted in fashion stories
– Received millions of dollars in earned media, strengthening position and promise
Challenges:
• Digital technology is still evolving so there is a big learning curve
• Nonprofit models are very different, and not always compatible with online giving (texting,
subscription, email, FB, etc)
Future:
• Digital fundraising will grow because technology is growing. Checks will one day no longer be
used as baby boomers pass on. Those building social networks now will benefit tomorrow.
• Must develop a long term strategy and be committed
Contact Info
Brendan Hurley
Vice President & Chief Marketing Officer
Goodwill of Greater Washington
Phone: (202) 715-2605
Email: Brendan.Hurley@DCGoodwill.org
Twitter: @HurleyB
Blog: http://brendanonthemark.blogspot.com
Unlocking the Power of Facebook
Facebook Ecosystem
2
Engage Fans
Monetize Fans
Build Targeted Fan Bases
Research
Pages
Ads
Surveys
Apps Research
Facebook Ads Build Audience Profiles
3
Audience Profiles
Ad Elements
(Headline, body, image, word of mouth, text category, verbiage,
image type)
Demographics
(Age, gender, education level, marital
status)
Interests
(Competitors, behavioral, media &
entertainment preferences, positive &
negative sentiment)
Location
(Country, State, Region, City, Metro vs. Non,
Coastal vs. Non)
Relating to Users on Facebook
4
5
Social Responsibility Case Study: The Power of Giving
Aligning with a philanthropic cause (donation of 1$ per fan) saves a brand money… Without donation language:
• Cost was 56% higher
• Actions/impressions 48% lower
• Actions/clicks 38% lower
• CTR was 17% lower
Understanding Value
6
© 2011 Recoup – All rights reserved
RETHINK
PROMOTIONS.
REWARD
YOUR BRAND.
Presented to:
© 2011 Recoup – All rights reserved
80% of Americans donated to a cause in 2010 Fact #1
© 2011 Recoup – All rights reserved
92% of Americans want to buy a product that supports a cause. Fact #2
© 2011 Recoup – All rights reserved
The Thoughtful Consumer
Informed
Authentic
Involved
Transparent
Connected
Independent
Engaged
Social
Empowered
Design Conscious
PURCHASES WITH AN EYE
TO GOOD DESIGN, GOOD CAUSES
& QUALITY OF LIFE
© 2011 Recoup – All rights reserved
What if your business could empower
your customer to repurpose
their purchases for good?
What if?
© 2011 Recoup – All rights reserved © 2011 Recoup – All rights reserved
The first cause shopping channel where
businesses empower consumers to:
Buy what they like
Save what they want
Support what they love
With fun and ease
© 2011 Recoup – All rights reserved
With Recoup you have one point of entry
to access hundreds of local and national
nonprofits saving you the administrative
hurdle of screening, approving
and managing them.
Your customers are empowered to choose
what matters to them.
© 2011 Recoup – All rights reserved
It’s Convenient.
© 2011 Recoup – All rights reserved
It’s Tailored. You can establish your own branded,
dedicated channel and:
control your message
integrate it with existing marketing and
philanthropic efforts
connect with cause supporters
© 2011 Recoup – All rights reserved
It’s Smart. Enhance brand favorability and sales
by accessing a community of brand
buyers that seek to:
purchase thoughtful items
support thoughtful brands
donate to thoughtful causes.
© 2011 Recoup – All rights reserved
It’s Easy. You: Select a promotion and suggest a nonprofit.
Recoup:
•Builds a branded channel with you
•Promotes to nonprofit member base
•Rewards consumers
•Tracks behavior
•Pays merchants
•Donates to nonprofits
Comparables.
Traditional Media (Magazines, Newspaper, TV, Radio)
Pay per Click (Google, Facebook, Microsoft, Yahoo)
Online Discounts (Groupon, Bloomspot, 500+ others)
Expensive
Cost per
Impression
Cost per
Click
Customer
Lock in
Free
Free Free
Moderate to
Expensive
Free No
No
Yes
Network
Benefits
No
No
Limited
Recoup Promotions Free Free Yes High
Customer
Acquisition
No
No
No
Yes
© 2011 Recoup – All rights reserved
© 2011 Recoup – All rights reserved
Recoup Promotions
Collect money upfront
Pay later with reduced profit
Cause affiliation enhances loyalty
Repetition benefits brand/sales
Customer acquisition is included
Relevance drives social amplification
Traditional Media (Magazines, Newspapers, TV, Radio)
Pay upfront
Compete for space
Results are not guaranteed
Short lived, repetition costs
Customer acquisition is not included
No incentives for customers to connect
Online Discounts (Groupon, Bloomspot, 500+ others)
Collect money upfront (not always the case)
Pay later with reduced profit
Big discounts may hurt loyalty
Repetition may hurt brand/sales
Customer acquisition is not included
Limited network amplification
Pay per Click (Google, Facebook, Microsoft, Yahoo)
Pay in advance
Compete for relevance
Results are not guaranteed
Recurring cost, can be expensive
Customer acquisition is not included
No incentives for customers to connect
© 2011 Recoup – All rights reserved
Create your own branded channel
to build lasting relationships
with thoughtful customers,
not discount-seekers.
© 2011 Recoup – All rights reserved
You amplify your support to great causes by increasing the
nonprofit’s fundraising pool and awareness. You can visibly
demonstrate your goodwill in the eyes of the public.
While supporting a good cause, you improve sales and brand
favorability by enabling consumers to transform purchases
of your products into donation opportunities.
Consumers buy a high-quality product, save a little money
and support a cause they love.
© 2011 Recoup – All rights reserved
Ready? CONTACT US
1010 Wisconsin Avenue, NW
Suite 315
Washington, DC 20007
Andrea Fabbri
Chief Marketing Officer
tel. 202.719.2522 x716
andrea.f@recoup.com
MRA Mid-Atlantic Chapter: A New Era of Social Good: 11/09/2011
BIOS 1
A New Era of Social Good: How New Technologies and Data Driven Insights are Changing the Way We Give
11/09/2011
Speaker Bios
Brian Fujito, CTO, Razoo
Brian joined Razoo as Chief Technology Officer in August of 2009. Brian brings deep and extensive technology leadership experience to Razoo, with a track record of working with mission-driven internet companies. In 2000, Brian joined Christianity.com where he served as Chief Technology Officer; there, he helped revamp the business, and designed and rebuilt an online giving system to handle millions of dollars in donation flow to client nonprofits.
Whenever possible, Brian loves spending time with his wife and twins.
Brian graduated Summa Cum Laude with a Bachelors degree in Computer Science and Engineering from Princeton University.
Brendan Hurley, Vice President & Chief Marketing Officer Goodwill of Greater Washington Brendan Hurley is the Vice President & Chief Marketing Officer for Goodwill of Greater Washington where he is responsible for the non-profit agency’s internal and external marketing & communications strategies covering its retail operations, contract services and job training programs. He has been with Goodwill since October 2003.
Prior to Goodwill Industries, Brendan was the Director of Marketing for Clear Channel Radio in Washington, D.C., where he managed the regional corporate brand as well as the marketing departments for two of the company's largest radio stations, WBIG FM and WASH FM.
In 2011, the American Marketing Association designated Brendan the National Nonprofit Marketer of the Year. In 2010, he was recognized as one of the Top 20 CMOs in the greater Washington/Baltimore region by SmartCEO magazine.
Brendan is a Past President of the Washington, DC chapter of the American Marketing Association, the Immediate past Chair of the Greater Washington Board of Trade's Marketing &
MRA Mid-Atlantic Chapter: A New Era of Social Good: 11/09/2011
BIOS 2
Communications Executive Network, a member of Leadership Greater Washington’s class of 2011, and the creator and writer of the On the Mark marketing blog.
Brendan earned his MS in Marketing from Johns Hopkins University and a BA in Communications from James Madison University.
Addie Conner - VP, Advertising
Addie joined SocialCode with the goal of helping to build the most advanced Facebook advertising platform and agency in the world. As VP of Advertising, Addie is focused in achieving success for brands on Facebook through innovative and data-focused Facebook advertising methodology and technology. Prior to SocialCode, Addie was VP of Advertising at Avenue100, another subsidiary within the Washington Post. While at Avenue100, Addie worked on managing ROI focused, multi-million keyword long-tail SEM campaigns, as well as diversifying advertising channels beyond SEM, building both a large affiliate program and Facebook advertising program. Using a quantitative approach to Facebook, Avenue100 became a top advertiser on the platform in under a month, as well as an early partner within the Facebook Ads API beta program. When not working on Facebook advertising, Addie enjoys skiing, supporting local agriculture and general debauchery.
Andrea Fabbri, CMO, Recoup Andrea is a global marketing professional with 15 years of experience in building global and national brands for clients in the government, energy, lighting, clean tech, software and telecommunications sectors. He began his career at Intelsat, the world’s largest satellite communications provider. During his tenure, he directed the transformation of Intelsat from a 37-year old intergovernmental organization into a leading, dynamic brand in the satellite industry. In his position he managed brand and communications efforts connected to mergers, acquisitions, research, global product launches, direct marketing campaigns, trade shows, PR, corporate communications. He left Intelsat after directing the launch of the New Intelsat in 200 countries following the $6 Billion merger with PanAmSat. After Intelsat, Andrea co-founded his own firm EcoAlign, a strategic marketing agency focused on aligning corporate and consumer behavior with the future of energy. At EcoAlign’s Andrea was responsible for a vast array of initiatives including naming, brand positioning, segmentation, marketing strategy, identity development, campaigns, online, CRM, social media. Clients included large electrical utilities, clean technology companies and large global brands like Cisco. Currently Andrea serves as CMO at Recoup where he drives brand strategy and overall marketing activities. He also serves as a Sr. Strategist for Unison Agency, where he is
MRA Mid-Atlantic Chapter: A New Era of Social Good: 11/09/2011
BIOS 3
responsible for client large engagements with local, national and global brands such as The Smithsonian, Capital Sands Management, Global Impact. He is the recipient of several prestigious awards such as the Telly Awards, Best In Show MITX Award, the New York Interactive Award and Arc Awards for Annual Report. He holds an MBA from Johns Hopkins University and got his undergraduate degree in Economics at the La Sapienza University, Rome, Italy.
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