Monica Hamburg - Twitter, Facebook & You Tube Oh My! Understanding Philanthropy 2.0
Philanthropy 2.0 Social Media Research
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Transcript of Philanthropy 2.0 Social Media Research
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Community Philanthropy 2.0
Research Findings
Presented by
1
Last updated: March 26, 2009
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Can Foundations Build a Bridge to the Social Web?
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The Hope
• Some successes already– Kiva– Case Foundation: American Giving Challenge– charity: Water
• Successes have been in pockets, and harness the micro• What about the wired wealthy?
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The Challenge
• Traditional media channels – TV and Newspapers -- are losing power
• Social web represents the new domain, but there are barriers to entry:– Technology (and nomenclature)– New communication paradigms
• Economic recession (or restructuring)
How does one become relevant?
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How We Approached Finding an Answer
• Qualitative and quantitative research• National Survey
– <800 donor respondents– >400 social media savvy respondents
• National and regional content scans• > 25 relevant interviews
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The Answer: Building a Bridge Is Possible!
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Primary Findings
• There’s a great opportunity amongst the 30-49 segment• 47% of all respondents 30-49 donate >$1,000• 78% of of all respondents 30-49 participate in social media• 27% of all respondents 30-49 trust it for important
philanthropic information
• <30 year old segment did not donate enough to be considered viable for major donor cultivation
• ≥50 year old segment did not participate in social media enough
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Source: Aggregate Survey Results for 30-49 year olds
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Current Landscape: Content Scans
• Lots of philanthropic activity on the social web– Chaotic and fragmented– No dominant voice or authority– Financials gains are limited to the thousands
• Hotbeds of activity on major social networks• Do good social networks connect millions• Yet do-good social conversations rarely evolve to the state of
philanthropy, instead focus on independent causes• High dollar donors are rarely visible
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Source: Content Scans
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Current Landscape: Large Players Not Present
• Traditional voices don’t play a major role– Foundations– Major charities (United Way, Salvation Army, etc.)
• Chronicle of Philanthropy harnessing blogs• Conversations are issue specific• No real local conversations
Void in authoritative, ongoing and local conversations represents an opportunity for foundations.
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Source: Content Scans
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Building the Social Web Bridge to 30-49 Yr. Olds
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30-49 Year Old Conversation Wants
• 68% want credible information• 66% want it from a trustworthy source• Secondary interests:
– 39% want information from philanthropic experts– 36% want access to other donors
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Source: Aggregate Survey Results for 30-49 year olds
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Donors 30-49 Prefer Community Oriented Content
Community Oriented Content• 45% social networks• 23% review sites• 21% message boards• 19% online forums• 17% wikis
Traditional Social Media• 15% blogs• 13% podcasts • 4% video
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Source: Aggregate Survey Results for 30-49 year olds
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Analysis
• Three Dominant Indicators– Credible information– Trusted source– Community oriented social media
• Opportunity for a meaningful conversation on philanthropic matters and charities.
• Individual conversations not the right approach for trust• Instead focus on overarching community initiatives• The Guidestar Model
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Source: Aggregate Survey Results for 30-49 year olds
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Donors 30-49 Desire Certain Types of Conversations
• Whether or not a nonprofit is successfully making an impact (75 percent)
• Learning about organizations that are actively working on issues and causes I care about (62 percent)
• Success stories and updates on the progress of nonprofits I support (54 percent)
• Information/updates on the issues and causes I care about (54 percent)
• Financial accountability and governance of nonprofits I support (51 percent)
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Source: Aggregate Survey Results for 30-49 year olds
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Interviews Shed Additional Light
• Connect with other donors online regarding philanthropy in their local communities
• Preferences for such an online community vary greatly– peer opinions and discussions – common interest areas among participants – types of data available
• “Cost of entry” is ability to trust online space and participants
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Source: Aggregate Interview Findings
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Donors 30-49 Want Privacy
Forty-one percent say private conversations matter to them
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Source: Aggregate Survey Results for 30-49 year olds
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Social Media Savvy 30-49 Verify Donor Trends
• Important because they represent the unharvested donor, and what donors will act like once they adapt
• 81 percent want highly credible, strong quality info• 77 percent want a trusted source.
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Source: Aggregate Social Media Survey Results for 30-49 year olds
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Social Media Savvy 30-49 Like Community Content… And Blogs
• Social networks – 66%• Blogs – 50% • Wiki – 24%• Review Sites – 17%• Message Boards – 16%• Online forums – 10%• Podcasts – 10%• Video – 5%
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Source: Aggregate Social Media Survey Results for 30-49 year olds
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Social Media Savvy 30-49 Want Similar Conversations
• Whether or not a nonprofit is successfully making an impact (80 percent)
• Success stories and updates on the progress of nonprofits I support (74 percent)
• Learning about organizations that are actively working on issues and causes I care about (71 percent)
• Information/updates on the issues and causes I care about (70 percent)
BUT, private conversations are not important to them. 41 percent say they prefer public networks.
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Source: Aggregate Social Media Survey Results for 30-49 year olds
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Conclusion
• High dollar donors aged 30-49 would welcome social media-oriented philanthropic activity with these caveats:– Highly credible, strong quality info– From a trusted source– With community oriented dialogue
• Currently, the social web does not offer this kind of conversation
• Opportunity: Consider the powerful results such an engaged community could create
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Given the Ability to Build This Dynamic Bridge, What Are You Waiting For?
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