Digital Strategies for Non Profit Organizations New Models & Trends ROME 14/10/2017 Alberto Giusti @albgiusti alberto.giusti@guanxi.it
Who I am @albgiusti alberto.giusti@guanxi.it 2
Everything is changing fast around us Very fast This is now the new cruise speed
INTRODUCTION Birth of a new technology and time for adoption Years to reach 50 millions of users Days Days 4
WHAT’S HAPPENING? 5
INTRODUCTION 1 st INDUSTRIAL REVOLUTION 1760-1870 6
INTRODUCTION COMMUNICATION - ENERGY STEAM COAL RAILROADS FACTORIES MASS EDUCATION 7
INTRODUCTION 2 nd INDUSTRIAL REVOLUTION 1870-1960 8
INTRODUCTION COMMUNICATION - ENERGY ELECTRICITY COMMUNICATIONS COMBUSTION ENGINE NEW MATERIALS HIGHWAYS CARS MASS PRODUCTION 9
INTRODUCTION 1 st DIGITAL REVOLUTION 1990-2006 10
INTRODUCTION COMMUNICATION - ENERGY INTERNET MOLECULAR BIOLOGY RENEWABLE ENERGIES INFORMATION HIGHWAYS DATA SHARING 11
12
INTRODUZIONE COMMUNICATION - ENERGY ELECTRICAL SMART GRIDS SOCIAL NETWORKS COMPUTING INTERNET OF THINGS “SMART EVERYTHING” 13
INTRODUCTION DIGITALIZZAZIONE INNOVAZIONE COMPUTING INFRASTRUCTURE 14
INTRODUCTION DIGITALIZZAZIONE INNOVAZIONE COMPUTING INFRASTRUCTURE 15
AGAF
AGAF SOFTWARE is EATING the WORLD Every company will be a software company by Marc Anderseen , venture capitalist in Facebook, Groupon, Skype, Twitter, Zynga, Foursquare, LinkedIn 17
AGAF Market leaders are changing faster and faster 88% of the companies that were in the S&P 500 in the 1955 were not in there anymore in the 2014. The 75% of the companies that are now in the S&P 500 will be replaced before 2027 18
AGAF Market Cap to a Billion 19
AGAF Time is different 20
AGAF ROA is falling... 21
AGAF New Digital Divide Point of no return advanced IT companies New “normality” adjust their offering advanced IT companies and startups win the market laggard companies exit from the market Time 23
AGAF AGAF AGAF 2.342 B$ VS. 316 B$ FTSE MIB 24
AGAF AGAF AMAZON Q2 2017 MKT CAP 468 B$ REV 37 B$ EBITDA 8,6% 25
AGAF AGAF FACEBOOK Q2 2017 MKT CAP 434 B$ REV 9 B$ EBITDA 54% 26
AGAF 27
AGAF AGAF GOOGLE Q2 2017 MKT CAP 664 B$ REV 25,6 B$ EBITDA 33% 28
AGAF AGAF APPLE Q2 2017 MKT CAP 778 B$ REV 53 B$ EBITDA 32% 29
TAKE AWAY
TAKE AWAY BUT WE ARE NOT GOOGLE, APPLE, AMAZON, FACEBOOK! WHAT ABOUT US? WHAT DO WE HAVE TO DO? 31
TAKE AWAY AT THE VERY LEAST WE HAVE TO CHANGE MENTALITY AND LEARN HOW TO MAKE THE MOST FROM THE INNOVATION AROUND US 32
TAKE AWAY Overcoming cultural barriers 33
TAKE AWAY Can you become a Disruptive Leader? 34
TAKE AWAY Learning to be permeable to Innovation Sources: http://bit.ly/1lF4bsn and http://bit.ly/1FUo649 35
TAKE AWAY Learning from those that can go fast FROM ORGANIZATIONS TO BIG STARTUPS Sources: http://bit.ly/1lF4bsn and http://bit.ly/1FUo649 36
TAKE AWAY Looking at the world with new eyes 37
RIFLESSIONI Because the “big thing” in Digital has yet to come... 38
“THE BEST WAY TO PREDICT THE FUTURE IS TO CREATE IT” Abraham Lincoln 39
Digital Tools for Non Profit
GOOGLE GRANTS What is Google Grants Google Grants is a donation program that allows non profit organizations to publish free advertising ads for $10.000 /month worth
G SUITE FOR NON PROFIT G Suite for Non Profit Benefits ➢ More efficient communication ➢ Real Time Updating ➢ Team Collaboration ➢ Support for remote work ➢ Data security ➢ Support 24/7
YOUTUBE FOR NON PROFIT Get funds for your cause on Youtube Possibility to enable donation cards on youtube videos. ● Users can use these cards to send donations directly to your nonprofit organization. ● Google does not charge any costs and takes care of all your management fees. ●
FACEBOOK FOR NON PROFIT Facebook for Non Profit - Purposes Learn the basics All your Facebook activities start from your Page. Learn how to create and set a strategy to reach your organization's goals on Facebook! Let others know about your Project Learn strategies to attract people's attention, strengthen relationships with supporters, and create ads that remain impressed.
FACEBOOK FOR NON PROFIT Facebook for Non Profit - Purposes Activate supporters Learn to motivate your supporters to actively promote your cause. People can contribute in different ways, from talking about your organization, to creating events, to volunteering. Collect funds To make Facebook fundraising easier for you and your community, we've created a number of tools to help you raise donations for your cause.
Inbound Marketing for NPO WHAT IS INBOUND MARKETING? 46
INBOUND MARKETING FOR ONP Inbound Marketing for NPO Today the consumer, supporter or donor is in power position . If a non-profit organization wants to raise funds or increase the number of its supporters, it would gain their attention, it will have to earn their attention. Inbound Marketing methodology is based on building a relationship of trust through quality content. 47
INBOUND MARKETING FOR ONP Inbound Marketing vs Traditional Marketing The old marketing way has lost its charm and it’s the moment that non-profit organizations change the strategy. The inbound marketing helps organizations that works for a cause to attract wider audience through simple tactics in the virtual world. 48
INBOUND MARKETING FOR ONP Tools and available strategies 1 VIDEO BLOG INBOUND LEAD MARKETING FOR NURTURING NON PROFIT SOCIAL NETWORK VALUE PROPOSITION
Folie 49 1 da sistemare la grafica Gennaro Polito; 09.10.2017
INBOUND MARKETING FOR ONP “Video is the new text” Excitement, inspiration, joy, and astonishment are all extremely important. 50
INBOUND MARKETING FOR ONP Share information through Blog Organizations that own a blog and post post regularly, generate 126% more contacts than those who do not own a blog Source: HubSpot Content must be tailored target supporter and always different: always give the same message does not benefit the player and then either organization. 51
INBOUND MARKETING FOR ONP Discover your Value Proposition The Value Proposition is what differentiates your organization from any other. Any project or mission (eg building a house, fund raising, building a well) must be consistent with your Value Proposition. 1. Most people want to know if their contribution is directly helping those who need it or rather are supporting the organization. 2. 8 out of 10 donors are worried that their money will not reach the people who need it. 3. There is constant concern that western non-profit organizations can not fully understand the real needs of the poorest countries. 52
INBOUND MARKETING FOR ONP Lead Nurturing Lead Nurturing is a way to stay in the public's mind beyond the moment you receive your email, because the goal is to educate and raise them to your causes, leading them to the time they are really ready to make a donation. 53
INBOUND MARKETING FOR ONP Build your presence on Social Networks Recent studies have shown that a message transmitted through social networks has more than 60% more visibility and public engagement than other marketing tools. 54
INBOUND MARKETING FOR ONP Digital Public Relations You could create partnerships with celebrities, influencers, or other organizations. Ask them to: ➢ take part in a video, ➢ post a photo with your logo on their Facebook page, ➢ or just publicly appreciate your activities. 55
Next Steps DIGITAL HEALTH RATE
NEXT STEPS - DIGITAL HEALTH RATE Grade Your Organization - Digital Health Rate “ Without data, you are just another person with an opinion” Thanks to DHR, you can measure the level of Digital Maturity of your organization by comparing it with the best practices and approaches of: ➢ companies that operate in your industry ➢ leading companies in Digital START THE SURVEY
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