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Our Digital Futures



        Steve Bridger
 Third Sector Forum - 6 May 2009

                                                             1
        http://www.flickr.com/photos/charmermrk/3085808659/
(I know that you know) Web 2.0 means
things you can do




                    people you know
                        Jessica Hagy
                                       2
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
social media provides an architecture for participation -
       not just a new channel for more of the same
                                                      4
but charities structured for
              ‘transactional’ relationships,
                  not for conversations


volunteer                                       donor /
                                               fundraiser


campaigner / activist                          beneficiary




                                                     5
right now, we’re feeling some
          real pain




         http://www.flickr.com/photos/davidmaddison/67234056/
                                                               6
but we need to recruit people into roles like these...




                                                         7
while you
talk of doom
                                                        were
  & gloom
                                                      sleeping


  http://www.flickr.com/photos/flash_nerd/3488024255/   http:/                                               8
                                                            /www.flickr.com/photos/ceruleandepths/1693238000/
This i
                     s not
                                                 anoth
                                                         er cyc
                                                               le; it’
                                                                      sa



 Image by Francis Tiangsun; reproduced with permission                9
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
and (still) have expectations of being able
     to change the landscape quickly




                      experiences
                                       11
digital team
silos & turf wars




organisational dependency on hierarchy
               graphic adapted from Gobillot, 2006
                                                                    12
the social web is disruptive, but some
members of the SMT are still resisting
                http://www.youtube.com/watch?v=s83Roxf wPFg
                                                              13
the new normal - deal with it
                                                                14
        original doodle by Dave Gray; remixed with permission
innovation
  from the
‘messy’ edges




perfection does not lead to participation
                                      15
                original doodle by Dave Gray; remixed with permission
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
net works will gradually replace institutions
                graphic adapted from Gobillot, 2006
                                                      17
perso
    centra     nal id
           l to n    entity
        engag     ew ru
                emen    les of
                      t
 we are becoming ever more focused on ourselves as
individuals yet yearn to be members of communities
             (indulgence + philanthropy)

                                              18
need to focus on one-to-one, highly
personal approaches; one person, one
connection, one conversation at a time
          (but how to scale?)       19
“the message is not about the
  charity; it’s about why the
      messenger cares” (Katya Andresen)


                                 20
OLD WAY: join us because we kick ass
NEW WAY: join us because we want you
to kick ass
                                       21
real engagement =
 when people do things for the
cause you didn’t ask them to do




         http://www.flickr.com/photos/krypto/3321950347/   22
participation is marketing




                        23
(scalable)
role changing from                                                                  conversations
  broadcasters to                                                                    around your
    aggregators                                                                        appeals




                                                                                 should all charities
                                                                                   release an API?
  individual goals
  realised through
     your work       adapted from a David Armano graphic | darmano.typepad.com                 24
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
deliver your mission                           25
trust the hiring decision




       http://www.flickr.com/photos/jfchenier/428825569/
                                                          26
I’m not advocating
 throwing the baby out
with the bath water... but



       http://www.flickr.com/photos/mikefischer/168105454/
                                                           27
http://www.flickr.com/photos/petereed/138369750/
                                                  28
what’s the
                                                                                      Return On
                                                                                      Ignoring?

http://www.flickr.com/photos/heather/976689760/
                               http://www.flickr.com/photos/russelldavies/375434178/
                                                                                              29
Please let me know what
       you think :-)
       @stevebridger
     mexicanwave@gmail.com




      http://www.flickr.com/photos/russelldavies/375434178/
                                                             30

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Steve Bridger, Aquent third sector forum May09

  • 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 Jessica Hagy 2
  • 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 http://www.flickr.com/photos/davidmaddison/67234056/ 6
  • 7. but we need to recruit people into roles like these... 7
  • 8. while you talk of doom were & gloom sleeping http://www.flickr.com/photos/flash_nerd/3488024255/ http:/ 8 /www.flickr.com/photos/ceruleandepths/1693238000/
  • 9. This i s not anoth er cyc le; it’ sa Image by Francis Tiangsun; reproduced with permission 9
  • 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 organisational dependency on hierarchy graphic adapted from Gobillot, 2006 12
  • 13. the social web is disruptive, but some members of the SMT are still resisting http://www.youtube.com/watch?v=s83Roxf wPFg 13
  • 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 graphic adapted from Gobillot, 2006 17
  • 18. perso centra nal id l to n entity engag ew ru emen les of 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 http://www.flickr.com/photos/krypto/3321950347/ 22
  • 24. (scalable) role changing from conversations broadcasters to around your aggregators appeals should all charities release an API? individual goals realised through your work adapted from a David Armano graphic | darmano.typepad.com 24
  • 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 deliver your mission 25
  • 26. trust the hiring decision http://www.flickr.com/photos/jfchenier/428825569/ 26
  • 27. I’m not advocating throwing the baby out with the bath water... but http://www.flickr.com/photos/mikefischer/168105454/ 27
  • 29. what’s the Return On Ignoring? http://www.flickr.com/photos/heather/976689760/ http://www.flickr.com/photos/russelldavies/375434178/ 29
  • 30. Please let me know what you think :-) @stevebridger mexicanwave@gmail.com http://www.flickr.com/photos/russelldavies/375434178/ 30