Andy Ridley - Mass Participation is the Need of the Hour, CSWGlobal14

MASS PARTICIPATION: NEED OF THE HOUR

ANDY RIDLEY, CEO EARTH HOUR 9 April 2014

162 162 MORE THAN 7000 MORE THAN 7000 CITIESCITIES ACROSS

ALL CONTINENTS

COUNTRIES

181822

Singapore

Mass Participation - Australia

181822

India

Indonesia

India

Indonesia

181822Malaysia

181822 UAE Russia

181822

Africa

181822

Latin America

GLOBAL MEDIA SUPPORT GLOBAL MEDIA SUPPORT ACROSS ASIA ACROSS ASIA PACIFIC, PACIFIC,

EUROPE, MID. EAST, AFRICA, S. & N. EUROPE, MID. EAST, AFRICA, S. & N. AMERICAAMERICA

EARTH HOUR BLUE: CROWDFUNDING AND CROWDSOURCING PLATFORM

We Love Cities Save the Reef Shark Savers

CROWDSOURCING 2014

20+ CROWDFUNDING PROJECTS IN 2014

UNIQUE CHALLENGES FOR EARTH HOUR BLUE

• Charities Commission of Singapore wanted Earth Hour Global to have a high level of accountability for each project

• Charity fundraising permits in Singapore are time bound (3- 6 months)

• A white-label solution was required that emphasised Earth Hour’s strong brand and ensured a consistent look and feel

• Resources and insights into crowdfunding campaigns we delivered in house and with the help of key strategic partners

• It was the first monetary ask to, and by, the Earth Hour community

PARTNERING WITH CROWDONOMIC

• Crowdonomic was chosen after analysing multiple global crowdfunding platforms

• The unique mix of Crowdonomic’s strength in the Asian crowdfunding market, and their location in Singapore, helped Earth Hour manage crowdfunding campaigns

• Provided a fully customizable white-labeled solution that complimented the Earth Hour brand look and feel

CROWDFUNDING INSIGHTSDuration Feb 13 – April 01

•Donors came from 56 countries showing the true possibility of borderless fundraising using Earth Hour Blue

•As a charity with a vision to offer open sourced crowdfunding, a vetting process must be developed to ensure donor accountability

•Identified differences in motivation to donate, between traditional charity donors and crowdfunding backers

•Conflict and hierarchy between messaging and pro bono space – crowdfunding messaging versus Earth Hour event messaging

•Better language support, local payment gateways and better integration with WWF and non WWF websites to ensure offshoot versions of the platform is promoting the same campaign

NEXT STEPS FOR EARTH HOUR BLUE

• Complete first batch of projects and ensure that the remittance to project creators are finalised

• Ensure that project updates are constant and relevant• Renew fundraising permits and refine the project submission criteria• Commence the second batch of projects

WORKING WITH WWF NETWORK

•Work with GMI team and other donor countries to increase donations/crowdfunding for EH projects.

•Build data in modules so every WWF office can view real time visualisations.