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Katy RobinsonvInspired@allthatkatydid

My key learnings from two sessions at The Good Agency during Social Media Week, 13-17 February 2012

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Heuristic thinking(The way we learn for ourselves)

Charlotte BeckettThe Good Agency@londoncharlotte

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Six strands of heuristic thinking

1. Reciprocity: repaying gifts

2. Consistency: following through

3. Social proof: when in doubt, following the crowd

4. Liking: believing those you like

5. Authority: being part of the team, listening to experts

6. Scarcity: valuing what is rare

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The 1970s cookie (jar) experiment

• Consumers offered taste test of two brands of cookies– (though actually the cookies were identical)

• Two separate cookie jars– one offered from a jar with 10 cookies– the other from a jar with only two

• Tasters registered a distinct preference for the “scarce” cookie – those in the half full cookie jar (or is that half empty?!) as opposed to those in the full cookie jar

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Cookies continued…

• This experiment can be used as an analogy - it’s the psychological glue that binds – Mad Men’s Don Draper (and his field of traditional advertising) and – Facebook’s Mark Zuckerberg (and his social network)

• The cookies experiment validates the six strands of heuristic thinking rather well, don’t you think?

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Crowdfunding(Pooling money together on a project)

Gregory Vincent

Sponsume

@sponsume

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More heuristic thinking

• The Sponsume crowdfunding platform is open to– creative and innovative projects and initiatives – large and small– in a wide variety of areas

• Once again, the six strands of heuristic thinking are validated

• Human behaviour is getting interesting…

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Applying crowdfunding to our cause

• Crowdfunding isn't quite a donation– though surely having your name credited on a film as a producer, or

receiving a gift as a response to your fiscal support is quite similar to, say, Unicef’s Own a Colour Campaign

– www.ownacolour.com

• Benefit of crowdfunding platform– Video pitch is much more compelling than a dull funding document

with pages and pages of Times New Roman size 10 font!

• The good news is– we can Gift Aid it! (Woop!)

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Digital fundraising(Tales of risks, mistakes, evolution)

Paull Young

charity:water

@paullyoung

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Successful fundraising through…

• Innovation

• Taking risks

• Being responsive

• Evolving

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Make mistakes and learn from them

• Take risks – but don’t be afraid to put your hands up and admit when you’re

wrong

• The best thing about mistakes? – we can learn from them

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Supporters

• They are more than just donors (here, here!)– they give– they raise – they most importantly influence

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Supporters

Give

RaiseInfluence

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The good, the bad

• The good– good news stories are great to share– let’s celebrate success!

• The bad– tearjerkers move people to give… once– but this is not a sustainable income stream

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Think positive, think long

• Positivity is key to successful campaigns– these campaigns can run and run

• "Fundraising" is much more exciting than "Donating“– and has longevity– also much more about a shared, sharing experience

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Is eyewitness news, news?

Adam Baker, Blottr

Stephen Sidlo, Demotix

Jason Mills, ITV News

Fergus Bell, The Associated Press

Lauren Wyper, The Good Agency

Charlotte Beckett, The Good Agency (Chair)

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Breaking news on Twitter

• It’s great to get news out their quickly, but what happens when it’s not news – because it’s not true? – General consensus – it’s more important to be a trusted news

source than to get their first with inaccurate information

• Individual journalists are more entertaining than big corporates– Plus you get content just as quick

• We can benefit from both– citizen journalists – career journalists

to bring us stories, contribute, hold politicians to account

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Influencers and tailoring

• Find your influencers

• Tailor your message for different audiences– or even create different messages entirely

• Get your development officer's story in country – not the story from your spokesperson back at head office– news from your man “on the ground” is much more compelling – social media can circumnavigate physical hurdles

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Engage with your volunteers

• Charities (can) build great engagement with their volunteers– It's an emotional relationship, not necessarily (just) monetary

• Volunteers are supporters– Don’t think of them as donors, they are your supporters

www.vinspired.com

www.vinspired.org