Internet and Not for Profit

Non Profits and Internet Nathan Duyck Kaushik Gopalakrishnan

Agenda • • • •

Introduction Social Cause Donations Cases

Non-Profit vs. For-Profit • Mission centered around a social cause • Customers involved in fulfilling other’s needs • Revenue often includes donations • Requires two way interaction • No specific price range

Non Profits on Internet

Number of Non Profits Websites

Life Cycle for Community Big data

Social media Donations

Website

How do we learn about a cause ?

Newspaper 51%

Websites, 37% Social Media, 24%

TV, 63%

Friends (all generations): 45-46%

Take-aways When to use the Internet • Know target audience

–Younger generation – Women>men in Social Media

• Risks in use

– Overuse leads to fatigue – Must supplement, not replace traditional methods of engagement

Donations

Donation Websites Stats 2010 Volunteering = 2.1B hours = 1.1M full-time jobs, 47% of Can population 2010 Donations = $10.6B, 84% of Can population

2008 U.S. Elections Social Media hits the national stage Obama

McCain

• Bottom-up, “grassroots” • Listen • Responsive • Freedom to commit • Numerous socio-economic and ethnic groups • Texting

• Top-down • Talk • Rigid • Members • Rich Caucasians

Social Media Involvement

Social Media-ites are influencers of others

Obama vs McCain Website Traffic

YouTube Viewers

Facebook Friends

Online Staff

2x

4x

5x

10x

Donations

$0-$200

$201-$999

=>$1000

Total

Obama

26%

27%

47%

$452.8M

McCain

20%

20%

60%

$204.4M

• Accessible data

– Houdini database – Layers of accessibility: providing source material

• Empowerment: 60% trust someone like them, 21% trust government officials

– Daily adjustment, increased conversion rates Popular Vote Result

Obama

69,498,516

52.9%

McCain

59,948,323

45.7%

Txt Msg: “All of this happened because of you. Thanks, Barack.”

Justin Trudeau hopes to be Canada’s next Prime Minister

To start out, he’s going to need some cash

How should Justin raise cash? • Social Media:

– Social media is growing fast, but it’s not a heavy weight when it comes to donations, it’s more pocket change.

• Text Message Campaign:

– With a goal of $10K, Texas Music Festival was able to raise $130K in just 4 days… not quite enough though.

• Campaign Website: – Getting warmer…

• Non-Internet Based Campaign:

– Now we’ve found the big bucks like Obama

With plenty of cash, Justin is off to the races.

But every politician needs a website

What page should Justin build first for his website?

• Cool Campaign Videos:

– Videos are interesting medium to communicate the purpose. However users do not have the patience to go through them

• Amazing “About Us” page:

– Nearly 90 percent go to the About us page to understand the mission

• Groovy opportunities to get involved

– Volunteering information is only useful once the user has developed interest

• Savvy explanations about how donations are used

– Information on donations are also useful provided user is interested in the campaign

With a functioning website, Justin is now a legitimate candidate.

Next, Justin strategically positions himself as an activist by starting a petition.

How should Justin maximize petition signatures? • Social Media:

– Social media is growing fast, but it’s not a heavy weight when it comes to donations, it’s more pocket change.

• Snail Mail :

– With a goal of $10K, Texas Music Festival was able to raise $130K in just 4 days… not quite enough though.

• Campaign Website: – Getting warmer…

• Non-Internet Based Campaign:

– Now we’ve found the big bucks like Obama

Justin is considered a hero for his petition.

But how best to woo Ontarian voters?

• • • •

How should Justin woo Ontarian voters?

Social Media Campaign: Website Campaign: Newspaper ads: TV ads: