Internet fundraising trends 2008 (parte III)


Crystal ball caffe

Eccoci arrivati alla terza parte dedicata alle previsioni sulle tendenze della raccolta fondi online per il 2008. Se volete leggere i primi due post potete farlo cliccando qui e qui.Oggi invece vi invito a gustarvi le “predizioni” di:

Daniele Fusi (golden boy del fundraising italiano, responsabile donatori del Cesvi, esperto di fundraising online e nuove tecnologie, blogger e amico)

Sacha Declomesnil (animatore del blog canadese, in francese, Fontaine de Pierre e consulente di web marketing. Vi consiglio di visitarlo perché è pieno di chicche su tutto quello che si muove nel mondo della filantropia, francofona e non solo)

Valerio Melandri (fundraiser, autore del più letto e studiato manuale sul fundraising in lingua italiana, insieme ad Alberto Masacci, direttore del “Master in Fund Raising” dell’Università di Bologna, formatore in svariati corsi e da tempo anche blogger…)

Justin Perkins (direttore dei servizi al non profit di Care2, la più grande comunità globale dedicata al non profit con oltre 8 milioni di membri, grande esperto di ROI dei Social Network e blogger)

Si parte…

Daniele Fusi
http://diariodelfundraiser.wordpress.com/

Il 2008 vedrà…

1. webtv e iptv come canali di raccolta fondi
2. implementazione dei widget di fundraising (per diffusione e per servizi)
3. implementazione dell’interazione dei servizi mobile e web (italia semi-esclusa, poste a parte)
4. per l’Italia, inizio dell’utilizzo del social lending per le onp
5. per l’Italia, lieve virata dei siti web delle onp dalla raccolta fondi all’azione degli utenti

Sacha Declomesnil
http://fontainedepierres.blogspot.com/

1- The silver heads power: seniors are the only rising demographic segment on internet (full analysis and stats here) . And because a lot of them have time and money to spend, they will be inclined to add value and visibility to charities through the web in 2008. I wouldn’t be surprised to see them blogging more and more on philanthropic topics. I am more than welcoming them.

2- The video power. Technology allows easier video broadcasting by unsavvy people. It has become so easy to record, edit and upload videos, that more and more individuals and companies did it in 2007. This year I suspect the non-profit organisations will follow this trend. Videocasting and video microblogging (like seesmic) are constantly growing. Video is also great for viral as we all know. Allowing donors to be at the centre of the action, thanks to videos, will be a key factor for fundraisers, and will likely help them increase the donations. However, video is dangerous: a bad quality video can ruin your marketinng efforts and mine your credibility very easily. It’s not because we can do it that we should do it. NGO’s should be very careful with that trend.

3- Transparency+accountability+measurability = professionalisation. The philanthropic activities are becoming an industry in itself. With close to $300 billion raised in 2006 in the US only, managing such quantities of assets is requiring the expertise of professionals. Plus the public (i.e. the donors) is expecting this relatively new industry to respect at least the same level of accountability than the for-profit sector, and at least the same level of transparency than the public sector. After all it’s their money we are dealing with. Thriving charities will shine by both their transparency and accountability. Tools exist to measure the “return of investment” or the efficiency rate of the donated money. Donors will undoubtedly tend to compare charities and how their donation will be used to change the world. For the same amount of money, I would logically give to the most efficient among those fighting for the same cause, wouldn’t you?
Charities won’t have the choice but to hire stronger experts in their fields of activities because their aim is not anymore to convince someone to give once, but to convince whole communities to get involved and thus to give regularly.

4- An embedded giving legislation model. Embedded giving (making a donation at the same time we are buying a product – the donation is included in the price) was a growing trend in 2007. However, many companies abused the system. Donations never been paid to the charities, charities never been informed of the practise of some retailers, charities not providing information on the amounts received from the partnerships… were issues raised by such an efficient procedure. Moreover, embedded giving is not deductible! Concerns about this practise grew so much in the US that a legislation might come to regulate it accordinng to this article from the New York Times. To my knowledge, they would become the first country to do so and I suspect others countries would follow their exemple, for the benefit of everybody. Hopefully, the ppresidential elections won’t prevent politicians to move forward with this issue…

5- Last but not least, social networks activities. Facebook was a 2007 buzzword. I guess it will continue in 2008 and a copy cat may even rise. Some techies forecast the rise of Virb where charities are already present, to compete with Facebook.

Gathering most of a charity information and network under a social network platform will allow his charity to educate more efficiently, and to raise more money. At least, their notoriety will grow noticeably.

I would not recommend to use only social network activities in a communication plan though, but to implement a global stategy including them. Those social platforms are so popular that it will just not be possible for charities to avoid them.

In conclusion, keep in mind that Google bought the microblogginng platform jaiku last autumn. They will launch their own mobile social network platform in 2008, hopefully a mix between twitter and pownce, or something even better… My cristal ball is still blurry, but I know I will look closely to what happens from the mobile social networks in 2008.

Valerio Melandri
www.valeriomelandri.it

Il 2008…

1. è l’anno dei video su Internet. Tutti faranno video, su qualunque cosa, sulle campagne di fund raising, sulle lezioni di fund raising, a commento del fund raising. Sarà l’anno in cui alla parola scritta sarà sostituita la comunicazione in video. Gia’ adesso si usa molto il video, ma il 2008 sarà l’anno dell’esplosione.

2. sarà l’anno dei motori di ricerca. In molti inizieranno a investire sul proprio posizionamento, molto piu’ di adesso. Il web marketer diventerà un mestiere e ci saranno persone a tempo pieno nelle organizzazioni nonprofit più grandi che si occuperanno solo di posizionamento.

3. sarà l’anno del flop (rispetto alle previsioni) delle donazioni on line. Tutti si aspetteranno che l’emailing e che internet soppiantino il mailing, ma non sarà così e non lo sarà almeno per i prossimi 10 anni ( ripeto almeno per i prossimi 10 anni). Esagero? Si, ma al contrario (probabilmente per i prossimi 15 anni!).
4. sarà l’anno delle convention, reali, fatte con richiami virtuali. Il mondo di Internet e il mondo nonprofit che usa Internet regolarmente vorrano incontrarsi e vedersi di persona, iniziare un network amicale de visu. Sarà l’anno in cui Internet sarà utile per tornare a rivedersi di persona.

5. sarà l’anno in cui, attraverso internet le persone (anche coloro che sono distanti ideologicamente o per pregiudizi sbagliati) si capiranno meglio e diventerano più amiche, perché attraverso la conoscenza diretta che Interent permette, senza intermediazioni, le persone, specie le più libere, si ritroveranno con altre persone libere.

Justin Perkins
http://www.care2.com/
http://www.frogloop.com

1. Many of the smaller, newer social networks focused on fundraising won’t be financially sustainable and will start to phase out by 2009

2. There will several new social networks popping up that are focused on nonprofit fundraising

3. Only 1% or less of nonprofits will actually make a positive return on investment through social network campaigns, as measured by donations and man-hours

4. Someone will finally design a tool that enables people to message their supporters on Facebook Causes

5. Direct mail ROI will continue to decrease, and direct email will continue to drive most online fundraising results

Lo spazio per i commenti è aperto… ma non dimenticatevi che la settimana prossima vi aspetto con altre previsioni e anche con il primo compleanno di Fundraising Now!.

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