This document discusses how traditional charities are facing challenges from new patterns of communication and social media. It argues that charities need to move from transactional relationships to focus on conversations, and empower volunteers, donors, campaigners, beneficiaries and others to take on new roles. Charities also need to shift from hierarchies to networks by decentralizing power and trusting grassroots networks to help deliver their mission. Overall, the document advocates that charities adapt to the digital age by embracing more open, engaged and personalized approaches online.

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/

23. participation is marketing
23

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/

28. 28
http://www.flickr.com/photos/petereed/138369750/

29. what’s the
Return On
Ignoring?
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http://www.flickr.com/photos/heather/976689760/
http://www.flickr.com/photos/russelldavies/375434178/

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