Please find below full sessions descriptions of plenaries and workshops taking place throughout the IFC Online.
Full plenary outlines are listed below:
Plenary 1
Digital Advocacy: What non-profits and Start-Ups Can Learn From the Obama Campaign
Scott Goodstein, External Online Director, Obama for America (USA)
While your organization may not be able to duplicate the community building and fundraising of the Obama campaign, Obama's External Online Director Scott Goodstein will discuss better ways of using Facebook, MySpace and other social networks, as well as mobile messaging, to build and activate your constituency and raise money. Scott's workshop will include a brief overview of the tools available as well as key take-aways on how your NGO -- no matter how small -- can use these new tools to better communicate with, and mobilize, your constituents.
Plenary 2
Applying Web 2.0 principles to a non-profit organisation
Premal Shah - Kiva.org (USA)
You’ll get ideas on how to use for your organisation the same Web 2.0 principles that have help build Kiva into an online space where over 300,000 people have made loans to people in the developing word. These Web 2.0 principles include crowdsourcing, creating an addictive experience, building in increasing returns on data, taking advantage of the “long tail,” and being “radically transparent.”
Plenary 3
Using video to connect with your donors and prospects
Ramya Raghavan - YouTube (USA)
This plenary will cover strategies for using video, specifically YouTube, to fundraise for your cause, including how to use existing YouTube/Google product technologies to target small-dollar donors and how to deepen the level of engagement among your donor base. In addition, we will look at a few case studies of how non-profit organisations and individuals have used video to successfully raise funds in the past.
This plenary is aimed at non-profit organisations and individual activists who are interested in harnessing new media and video to fundraise and expand their donor base. Participants can expect to learn why video is an exciting and rewarding fundraising medium, as well as how to use video to further engage donors and foundations.
Full workshop outlines are listed below:
Session 1
Community Fundraising 2.0 – the future of fundraising in our networked society
Bryan Miller - Cancer Research UK (UK)
The dramatic rise in popularity of online social networks over recent years has been heralded as representing a significant opportunity for individual donor fundraising, but few organisations have yet established how best to generate significant income through them. Drawing on specialist consumer research and case studies from around the world, Bryan will help you understand which of your potential supporters are doing what in the Web 2.0 world and how the skills and experience fundraisers have gained offline can be applied online to maximum effect.
Session 2
Fighting the Recession with Online Tools
Mal Warwick - Mal Warwick & Associates (USA)
In this fast-moving session, you’ll learn how online communications and fundraising techniques can help your organisation lower costs and boost revenue—and how they can’t. Veteran fundraising consultant, author, and trainer Mal Warwick, co-author of the first book on Fundraising on the Internet well over than a decade ago, will guide you through the contemporary experience of some of the world’s most accomplished fundraising organisations. The session will cover:
By participating in this session, you can expect to learn:
Session 3
Maximising donor value through cross-channel integration - taking your programme to the next level
Jeff Regen - Defenders of Wildlife (USA)
This session will cover 5 case studies from Defenders of Wildlife of cross-channel integration between email, direct mail, telemarketing, major donor outreach, social networking sites, ecommerce and earned/paid media. Learning outcomes include:
Session 4
10 Ways to Build a Big E-mail List
Nick Allen - Donordigital (USA)
While Facebook widgets, Twitter, and mobile get the headlines, e-mail continues to be the workhorse of online fundraising. This session focuses on how your organisation can built a big e-mail “donor prospect” list by using Web site sign-up offers, petitions, advocacy, list swapping, search, paid media, and even mobile. We’ll show cases studies from an organisation that grew its list from 100,000 to 1.4 million, as well as a smaller NGO that doubled its list to 15,000 in a year.
Session 5
Engaging mobile and online “Social Trysumers” - Inspiring them to become donors
Marcelo Iniarra - marceloiniarra.com (Argentina)
Every day, millions of people concerned about thousands of causes, go through a new door in the very same fundraising pyramid that has appeared in fundraising books for years. In this session, Marcelo Iniarra will add to this pyramid by introducing two new concepts, firstly that people access the fundraising pyramid door digitally, arriving via new media; websites, email, and increasingly popular mobile phone communication, and secondly demonstrating how society has been digitally transformed - new trends that emerge from the entry of these non-financial or “Social trysumers” to the pyramid.
This is a visionary session about social change and new media, looking at a practical set of mobile and online actions to implement in a marketing plan. It is suitable for International Fundraising and Communications Managers with a creative soul, National Fundraising Directors with surfer's minds and You... if you are smiling reading this paragraph!....
Session 6
Developing a Digital Strategy: Making the most of the exciting opportunities, knowing where to focus, and being aware of the risks!
Jason Potts - THINK Consulting Solutions (UK)
A digital strategy should encompass a vision that looks at how your organisation can use digital media to:
Any credible digital strategy would also need to cover, inclusively but not exclusively:
The internet, extranets, intranets and email, social networking (Web 2.0), building communities and forums for debate for different audiences, mobile, SMS, MMS, WAP and mobile TV, wireless, interactive TV, IPTV, e-commerce and m-commerce, e-business (fundraising/advertising income generation and risks and cost savings), Customer Relationship Management (the complete audience view), technical infrastructure, and staffing and management.
The strategy also needs to define which audiences can be engaged in which ways and what the likely take-up of new media techniques would be amongst different demographics, both now and in the future.
The session will use practical examples to demonstrate how to go about constructing your own digital strategy.
Session 7
Using Social Media to Re-energize relations and mobilize support from government donors
Mari Tikkanen - m4id (Finland)
Social media has become an increasingly important factor in the success of non-for-profit fundraising, communications and advocacy. The workshop will present how to use the new communication culture and online tools to mobilize support from donor governments. Participants will learn how the Internet and social media can help in energizing relations, building political support, and most importantly, increasing investment. The workshop will:
Course content will be illustrated by recent examples from both UN and national NGO donor/government mobilization efforts.
The course is aimed at fundraisers, communications and external relations staff working with institutional/government donors.
Session 8
The Wired Wealthy: Using the Internet to connect with your middle and major donors
Vinay Bhagat - Convio (USA)
For the decade that charities have been raising money online, the lion's share of attention has gone to small gift fundraising. In this session, we will present seminal quantitative research into the online behaviors and preferences of major and middle donors, which shows that there is significant room for improvement in the way nonprofits meet their online needs. This study suggests that an "Internet communications gap" exists between higher dollar donors and charities. In short, most causes are not making the best possible use of their Web and email efforts to connect with this critically important audience. In addition, we will hear from a nonprofit with a significant major gifts fundraising program who is applying findings from the Wired Wealthy research to its digital marketing strategy.
Session 9
Making social media work for fundraising, from event personal pages to team pages to Facebook
Mike Johnston - Hewitt and Johnston Consultants (Canada)
How does an organisation leverage someone’s electronic sense of self and community to raise money and find new supporters?
This exciting session will look at meteoric rise of social network sites and their vast potential for fundraising and campaigning. We will explore how and why people make personal pages online and how they use digital photos, blogs, video, widgets and beacons to campaign, raise money, and build their own communities. We’ll look at peer to peer fundraising pages, audio podcasts, and supporter-created video as some of the ways to leverage fundraising in someone’s personal pages.
More than a primer, this session will explore the social network personal generation, their demographics, integration with the internet, mobile phones, and growing your own group of new media fundraising and campaigning zealots.
Session 10
Robin Hood Marketing: Stealing corporate Savvy to sell just causes
Katya Andresen - Network for Good (USA)
Are you feeling out-gunned by the competition for dwindling resources? Do you have a cookie-cutter brand that’s the same as everybody else’s out there? Learn how to rise above these issues and attain standout status with applied marketing savvy. Katya will tell the stories of one clever sock manufacturer and several innovative nonprofits to show the keys to staking your marketing sweet spot - and regaining new organizational focus and disciplined time management. She'll also provide the four essential elements of a great message from her book, Robin Hood Marketing: Stealing Corporate Savvy to Sell Just Causes.