Boston Workshop: Jan. 14, 2009: Harnessing New Media for Your Cause

Harnessing Harnessing New Media New Media

for Your Causefor Your Cause

Carol ConeCarol Cone Chairman and Founder

January 14, 2009 Property of Cone, Inc. -- Not for Distribution

Why Now for NGO’s?Why Now for NGO’s?

Economic Turmoil

Critical Recipient Needs

Employees Demand Greater Sense of Purpose

Interconnected World

Shopping as Activism

Globalization

MillennialsProperty of Cone, Inc. -- Not for Distribution

CAUSCAUSEE

is Here to Stay!

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……Communication was simple Communication was simple and one-way.and one-way.

Once upon a Once upon a time…time…

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Today…Today…

……everything is fragmented and blurredeverything is fragmented and blurred..Property of Cone, Inc. -- Not for Distribution

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Cone’s DefinitionCone’s Definition

New Media is Technology-facilitated Dialogue Among Stakeholders

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The Challenge…The Challenge…ClutterClutter

“There is simply too much, too many causes, too many links, too many

email solicitations, too many widgets, too much video and too many text

messages.”

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The Opportunity…The Opportunity…

• Economic downturn will drive new realities of scarcity for social media

• More connections – TV viewership and engagement, customer service, product quality

• Not one technology, but conversational ecosystem

• Time less Truths Prevail:- Friendship must be earned- Fame is fleeting• Excess benefits backlash• It pays to listen• Authenticity is the most enduring asset

Back to Fundamentals

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8Peter Blackshaw, Nielsen Online

Add nonprofit stats – from our other research

Waiting to get KD’s speech on NP Cause branding

Growing CompetitionGrowing Competition

Increased need to differentiate and become a “charity of choice”

• The world’s largest economies are in recession

• There are approximately 1.4 million nonprofit organizations in the U.S.

• Last decade, the number of 501(c)(3) nonprofits grew by almost 65%

• Consumers are subject to 5,000 ads/product impressions every day

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Add nonprofit stats – from our other research

Waiting to get KD’s speech on NP Cause branding

Donor ImperativeDonor Imperative

Girl Scout Cookie Sales

Donor InfluencersTeam Hoyt and Easter Seals

15%Celebrities30%Companies40%Co-Workers60%Places of Worship63%Charities64%Friends77%Family

2006 Cone Nonprofit Research, 2007 Cone Holiday Trend Tracker, The Urban Institute, 2006

75% of donors list “personal belief in NGO goals” as “very important”

75% of donors say having a personal relationship with a cause or charity is

likely to influence their decision to support it

71% of donors are motivated to purchase cause-related gifts to introduce a

cause they care about to others

78% of donors say they are likely to support a cause or charity if someone

they trust is involved with it

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Nonprofit Cause Nonprofit Cause BrandingBranding

Communications Communications ResourcesResources

Cause Cause

BrandingBrandingDevelopment Development Activities Activities

Mission-based Mission-based ServicesServices

A business strategy that aligns the communication resources,

development activities and mission-based services of an

organization to generate brand equity, funds and social impact

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Add nonprofit stats – from our other research

Waiting to get KD’s speech on NP Cause branding

Cause ContextCause Context

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122009 LBG Research Institute report “Doing More with Less: How the Economic Downturn Will Impact Corporate Giving in 2009”

Add nonprofit stats – from our other research

Waiting to get KD’s speech on NP Cause branding

Focused and Compelling Focused and Compelling Mission/BrandMission/Brand

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“Whatever it takes to save a child”

Where Do Where Do You You Start?Start?

GOALSGOALSArticulate Objectives/Articulate Objectives/Identify Key Audience(s)Identify Key Audience(s)

1STRATEGIESSTRATEGIESDiscover IdeasDiscover IdeasDefine Stories and MessagesDefine Stories and MessagesIdentify Channel(s)Identify Channel(s)

2

TACTICSTACTICSInform, Connect & Inform, Connect & Mobilize AudienceMobilize Audience

3 RESOURCESRESOURCES$$TimeTime

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MEASURE & REFINEMEASURE & REFINE

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ORGANIZATIONAL LEARNING

The JourneyThe Journey

INFORMBuild Brand &

Issue Awareness

CONNECTTeach, Empower,

Create Evangelists

MOBILIZEGenerate Funds, Advocacy &

Drive Change

ORGANIZATIONAL LEARNING

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InformInform

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ConnectConnect

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MobilizeMobilize

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Start! Start! To InformTo Inform

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Start! Start! To ConnectTo Connect

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Start! Start! To MobilizeTo Mobilize

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Fundraising Fundraising TrendsTrends

Tangible DonationTangible Donation

= $120.00 USD

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Report Back Report Back FrequentlyFrequently

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Smaller Donations Smaller Donations

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Social NetworksSocial Networks

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Mobile GivingMobile Giving

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30www.mgive.org

Holiday GivingHoliday Giving

www.changethepresent.org

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Inform. Connect. Inform. Connect. Mobilize.Mobilize.

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Be CourageousBe Courageous!!

Carol ConeCarol ConeChairman and Founderccone@coneinc.com

www.coneinc.comwww.coneinc.com www.doyoustandforsomething.com www.doyoustandforsomething.com

Recommended Recommended ResourcesResources

• Cause Wired by Tom Watson

• Cone’s What Do You Stand For? Blog www.doyoustandforsomething.com

• Beth’s Blog beth.typepad.com

• Cause Marketing Forumwww.causemarketingforum.com

• Facebook Causes http://www.facebook.com/apps/application.php?id=2318966938

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Citizen EngagementCitizen Engagement

• 75% - Buy a Product

• 74% - Learn About an Issue

• 72% - Make Change in Behavior

• 66% - Donate Money to a Nonprofit

• 64% - Advocate for an Issue

• 61% - Volunteer

2007 Cone Cause Evolution StudyProperty of Cone, Inc. -- Not for Distribution

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MillennialsMillennials“They are developing new approaches and

ideas for problem solving; disposed

towards sharing the responsibilities and rewards of effecting

change in the world and equipped wit the digital tools and people power

to make it happen.”Allison Fine

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Consumers are Demanding Consumers are Demanding ActionAction

93% 93% of social media users of social media users believe companies should believe companies should have a presence in social mediahave a presence in social media

85% 85% want to interact with brands want to interact with brands through social mediathrough social media

Companies should:Companies should:Solve my problems: Solve my problems: 43%43%Listen to my feedback: Listen to my feedback: 41%41%Develop new ways for me to interact with them: Develop new ways for me to interact with them: 27%27%Market to me: Market to me: 25%25%

Source: 2008 Cone Business in Social Media StudyProperty of Cone, Inc. -- Not for Distribution

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Expectations During an Economic Expectations During an Economic DownturnDownturn

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