A presentation I gave at the Whitewater/Aquent Third Sector Forum on 6 May 2009. What I said (not always clear from slides) was aimed at those leading digital teams in some of the biggest UK charities.
Axa Assurance Maroc - Insurer Innovation Award 2024
Our Digital Futures: to Charity Heads of Digital
1. Our Digital Futures
Steve Bridger
Third Sector Forum - 6 May 2009
1
http://www.flickr.com/photos/charmermrk/3085808659/
2. (I know that you know) Web 2.0 means
things you can do
people you know
2
Jessica Hagy
3. The challenge: the boundaries
of traditional charities are
under assault by new patterns
of communication and
association... regardless of
how the individual technology
pieces change
3
4. social media provides an architecture for participation -
not just a new channel for more of the same
4
5. but charities structured for
‘transactional’ relationships,
not for conversations
volunteer donor /
fundraiser
campaigner / activist beneficiary
5
6. right now, we’re feeling some
real pain
6
http://www.flickr.com/photos/davidmaddison/67234056/
7. but we need to recruit people into roles like these...
7
8. while you
talk of doom
were
& gloom
sleeping
8
http://www.flickr.com/photos/ceruleandepths/1693238000/
http://www.flickr.com/photos/flash_nerd/3488024255/
9. This i
s not
anoth
er cyc
le; it’
sa
9
Image by Francis Tiangsun; reproduced with permission
10. people are more connected
in a recession
10
http://www.guardian.co.uk/lifeandstyle/2009/feb/10/underground-restaurants-london
http://www.flickr.com/photos/browners/3304257382/ with permission
11. and (still) have expectations of being able
to change the landscape quickly
experiences
11
12. digital team
silos & turf wars
12
organisational dependency on hierarchy
graphic adapted from Gobillot, 2006
13. the social web is disruptive, but some
members of the SMT are still resisting
13
http://www.youtube.com/watch?v=s83Roxf wPFg
14. the new normal - deal with it
14
original doodle by Dave Gray; remixed with permission
15. innovation
from the
‘messy’ edges
perfection does not lead to participation
15
original doodle by Dave Gray; remixed with permission
16. As supporters increasingly
want to mix giving their
time, money, activism &
influence... the time has come
for charities to re-structure
to reflect this
16
17. net works will gradually replace institutions
17
graphic adapted from Gobillot, 2006
18. perso
nal id
centra entity
l to n
ew ru
engag les of
emen
t
we are becoming ever more focused on ourselves as
individuals yet yearn to be members of communities
(indulgence + philanthropy)
18
19. need to focus on one-to-one, highly
personal approaches; one person, one
connection, one conversation at a time
(but how to scale?) 19
20. “the message is not about the
charity; it’s about why the
messenger cares” (Katya Andresen)
20
21. OLD WAY: join us because we kick ass
NEW WAY: join us because we want you
to kick ass
21
22. real engagement =
when people do things for the
cause you didn’t ask them to do
22
http://www.flickr.com/photos/krypto/3321950347/
24. (scalable)
role changing from conversations
broadcasters to around your
aggregators appeals
should all charities
release an API?
individual goals
realised through
24
your work adapted from a David Armano graphic | darmano.typepad.com
25. let your people work socially rather than assume in
advance that none of it is any use to you
make resources go further by encouraging employees
to embrace & develop their personal brands
think about how programmes & communications can
be articulated through grassroots net works to
25
deliver your mission
26. trust the hiring decision
26
http://www.flickr.com/photos/jfchenier/428825569/
27. I’m not advocating
throwing the baby out
with the bath water... but
27
http://www.flickr.com/photos/mikefischer/168105454/