publication date: Jul 8, 2011
author/source: Jonathon Grapsas
What if Facebook could serve your donors, directly
on their cell phones, an ad like this: "I know you and your friend Jimmy like
running, and the work of the Terry Fox Foundation. Their local run is at High
Park this week, just around the corner. Why don't you get your running shoes
and help in the fight against cancer?"
will be able to connect those two "likes" very soon!
Public radio, TV, had it right all along
If you want
proof that this sort of social persuasion works, look no further than the use
of the telephone in US public radio fundraising.
spoke to Sophie who lives around the corner from you and she pledged $120. I
was hoping you could do the same." It's been tested, and proved, that the
behaviour of others "in the same area", or "people like you" increases
significantly how much people give.
referring to people those donors don't even know. It's not difficult,
therefore, to see why Facebook is so excited.
Influenced by our friends
it, the fact that our best friend "likes" that show we were thinking about
seeing, or that holiday destination we've been dreaming of, changes the way we
see things. It places a new slant on our purchase decision.
the power of search and social advertising. You're offered a $50 discount on
your first cell phone bill if you "like" company X on Facebook. This means that
as well as searching for a great deal, you're also able to see which of your
friends are attached to this same provider. That's certainly more powerful than
traditional search when you're combining intent with your friends' preferences.
Charities slow to get on board
column in August last year I got pretty excited about the power of digital
data, behavioural data, re-targeting and the like. At the time it was cutting
edge stuff. Now it's par for the course. In fact for many folks in the
commercial world, it's old hat.
take-up of this technology has been minimal, almost non-existent, in the
charity sector. And I'm not simply talking about Canada. I've been keeping tabs
on this around the world and the examples of really sophisticated data
targeting online are lacklustre at best.
Fear of the
unknown, aversion to risk, lack of knowledge. Understandable, though a little
frustrating for me.
not as gloomy as I've just painted it, because things are about to get even
more interesting, and the power of social persuasion may render online
behaviour (past and present) yesterday's story.
Note, I say,
"may". It also may not.
And the "may"
is exactly what the clever people at Facebook are banking on.
Just "like" it!
thing stopping us from tapping into the digital targeting goldmine is inertia.
Don't be afraid to call a media buyer in your area or track down someone who
knows their stuff.
August 2010 I said, "Targeting in the digital space is getting a lot more
that statement reached new levels. Just ask your friends...
Jonathon Grapsas is the founder, and director at flat
earth direct, an agency dedicated to fundraising and campaigning for good
causes. Jonathon spends his time working with charities around the world
focused on digital, direct response and campaign stuff.
If you you'd like to chat to Jonathon you can
drop him a line, follow him on twitter @jonathongrapsas or
check out www.flatearthdirect.com