Key Insights from the Mashable/ 92Y Social Good Summit
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Transcript of Key Insights from the Mashable/ 92Y Social Good Summit
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Key insights from
the Mashable/92
Social Good
Summi
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Mashable and the 92ndStreet Y, in partnership
with the United Nations
Foundation, present the
Social Good SummitOver the course of four days earlier this year, Mashable, the 92Y, and the United
Nations Foundation teamed up to gather some of the most enterprising nonprofit
tech start-ups in the world to share best practices and ideas at one of the most
unique events of its kind: the Social Good Summit. At the summit, we learned
about the inspiring work that these organizations are doing and how brands and
advertisers can help them help the world.
The summit featured presentations and speakers from all walks of life; from
passionate celebrities with their own charitable platforms like Edward Norton and
media executives like Ted Turner to startups such as Jumo, Wine to Water, Kiva,
and Project Zero. In addition, other companies that attended the event included
PBS, Skype, One Laptop Per Child, MTV Networks, among others.
While all of the nonprofits that attended were linked by their passion to solve
problems, they also all used technology and social media to engage donors and
volunteers in surprising and innovative ways.
By following these innovations, marketers can gain insights into how to turn online
passion into offline action.
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Go MobileMany of the nongovernmental organizations, or NGOs, that presented
were working in developing nations with limited access to technology. This
challenge has forced NGOs to get creative when leveraging digital solutions
within these emerging economies. Increasingly to address this, nonprofits
are using mobile technology to reach people and help them collaborate with
one another to affect social change.
One such organization is Refugees United, which helps family and friends
find one another for free through its safe and secure platform. For many
of the 43 million displaced refugees living in Kenya, Uganda, Kampala and
other countries, there are no landlines or access to the Internet, which
makes it incredibly difficult to find missing loved ones. Many refugees
however, still have mobile phones. Through Refugees United, people can
create a profile, search and connect directly through SMS.
Champions for Children is using mobile technology to eradicate malnutritionamong children in the Horn of Africa. Specifically, they are enabling adults to
use mobile texting to report on nutritional problems in their villages.
In addition to its applications by NGOs in developing nations, mobile is
proving to be an effective marketing tool for social causes in developed
markets. An example of this is nonprofits using mobile texting as a way
to engage the youth segmenta demographic that does not have ready
access to high-priced smartphones but leverages texting as a core mode
of communication among their peer groups. DoSomething.org, a nonprofit
that focuses on young people and social change, successfully engages
teens and gains volunteers via SMS. In one campaign, they enjoyed a 20%
response rate in nine minutes with less than a 0.1% drop-off rate.
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It is so important to provide everything we canusing technology to empower them, to help
them connectthey need support andtechnology is one of the most important
instruments we have to mitigate their plight.Antnio Guterres, UN HighCommissioner for Refugees
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Social GamingThroughout the social media-fueled digital space, social gaming has taken
off. Gamings ability to engage users and connect them with other friends on
platforms like Facebook has inspired many nonprots to add a game layer to
their platforms. By doing so, organizations have also realized gamings potential
as a medium that can incentivize people to take action by donating their time
and money.
Sparked is a volunteering website that puts social gaming to good use by
encouraging microvolunteering for busy people looking for a convenient and
fun way to lend a hand to a variety of causes. For Sparkeds microvolunteers,
helping others is fun, social and easy. Companies like Google, LinkedIn and SAP
have dedicated pages for their employees to volunteer in micro-increments.
Another start-up harnessing the power of social gaming in a unique way is
Simple Energy. Utility companies already spend $11 billion a year engaging their
customers to cut back on energy use. Simple Energys goal is to help peoplelower their energy usewhich helps the environment as well as saves money
by connecting users through Facebook Connect, where they can see their
energy consumption score and compare it with friends. Users with the lowest
scores are rewarded with gaming systems, electronics, and other prizes.
Gaming is also being used in the classroom to help teachers provide children
with the tools they need to learn in remote villages where access to materials
is often scarce. Games for Change leverages game mechanics to teach gender
equality to school children by developing simple games for mobile devices. The
games also help children learn valuable information about pregnancy, infections
and more.
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If we took just the people that useFarmVille everyday and got them to
spend ten minutes more volunteering,
we could literally double capacity for thenonprofit sector in the United States
Sparked
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Our problems are all
connected, but we are not. Idealist.org
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BuildConnections
and NetworksWithout question, the recent growth of social networking has enabled friends to connect
and new friendships to be forged over common interests. Recognizing this, social good
platforms are tapping the potential of social networking to connect passionate volunteers
with worthy nonprots and to build communities centered on giving and volunteering.
Idealist.org works to connect people, organizations and resources to break down
the barriers that make it difcult for people to help one another. Idealist creates local
networks to help solve local problems with local expertise. There are now over 70,000
organizations and 100,000 daily visitors who interact on Idealists website.
Fundly is a social fundraising platform for nonprots and a variety of other organizations
seeking donations. With the knowledge that friends are 10 times more likely to donate when
asked by a friend than by an organization, Fundly believes that leveraging the power of
social media will bring in greater donations for those who need it the most. And its thesis is
proving correct; Fundly has quickly become the number one online fundraising platform.
Livestrong has built community online in another way by sharing rsthand interviews with
cancer survivors on their website. Livestrong found that many more people were willing
to get tested and cope with cancer by hearing rsthand testimonials. Their culture of
storytelling helps people share more often and save the lives of others.
Womens health is yet another issue that has been tackled, in part, by social networking.
ABC News and the United Nations Foundation used the power of connecting people to
address womens health crises by launching an online community called the Million Moms
Challenge. The effort was part of a campaign that engages women online on maternal
health issues.
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One of the goals of the Social Good Summit was to explore how to solve problems
through innovative digital solutions; specically, problems that traditional methods
have been unable to handle. One successful example of this is micronancing.
Micro-nancing addresses a pervasive problem: poor people who want to start
their own business or better their lives cannot receive a loan from a traditional bank
without collateral. Digitally enabled micronancing solutions make it possible for
strangers to grant small loans to people who need them, even if the lender and
borrower are on opposite sides of the world. Nobel Prize winner Dr. Muhammad
Yunus spoke at the summit about how microloans are changing lives and proving to
be a simple solution to a complex problem.
By focusing on the barriers to entry that many low-income people face, social
entrepreneurs can leverage digital innovations to circumvent these barriers and
allow people to create better lives for themselves.
Microfnancing
In a world where you need a dollar tocatch a dollar you need to have
something to help the people at the
bottom lift themselves up.Dr. Muhammad Yunus
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Dr. MuhammYunus of GraBank speaksthe Social GSummit, in NYork. (Gary HInsider ImagUnited NatioFoundation)
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CheaperTechnology
Will Changethe WorldAs One Laptop per Child has shown, bringing cheap technology
to developing nations can transform lives in fantastic ways.
Organizations like One Laptop per Child know that providing
$100 laptops doesnt just mean affordable access to technology,
it means access to education and reading that can change the
course of lives and entire countries.
Another nonprot that is making big changes with low-cost
technology is SunSaluter. The SunSaluter is a low-cost nonelectrical
rotator for solar panels that generates more electricity from the sun.
The SunSaluter helps solar panels be 40% more efcient, giving
electricity to people who need it most for less.
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With the introduction of their $100
tablet, One Laptop per Child hopesto teach 70 million children to read.Nicholas Negroponte, Chairman
and Founder, One Laptop per Child
Credit: One Laptop Per Child
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From left, United Nation Foundations Robert Skinner, One Day on Earth co-founder and executive producer Brandon Litman and Boaz Paldi, head of videounit at the United Nations Development Programme, speak at the Social Good Summit, in New York. (Gary He/Insider Images for United Nations Foundatio
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Other KeyTakeaways
The Social Good Summit also taught us that
We need to empower the individual as a
consumer/client rather than a recipient of an
organizations charitable deeds.
Multilingual content is an increasingly important
way to reach a broader spectrum of people.
Digital tools should be used to encourage
Internet users to take their support into the real
world; turning intentions into actions.
Organizations need to prove how donations
have helped lives. Charity Water allows donors
to track where their money goes, through
Google Maps, and sends pictures when a
project has been completed.
Social entrepreneurs should focus on
alternative clean-energy resources as
entrepreneurial opportunities.
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Creatinga Culture
o ActivismThe Social Good Summit proved a seminal showcase
on how worthy causes and nonprot organizations are
harnessing the power of the digital revolution to create
revolutions of their own. The amazing ingenuity and
creative innovation put on display by these entrepreneurial
organizations and catalysts for change can set an example
for brands. The summit shows us how digital can be
so much more than a new way to communicate with
consumersit can be used as a way to inspire passion,
teach, connect, and ultimately inspire people to take action
and create movements.
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WRITTEN BY
SHAWN CHENG
CHELSEA LO PINTO
EDITED BY
EDWIN PHILOGENE