Katya Andresen – Keynote Presentation Outline
For the title: A little optimism and a lot of butter: Four ways technology will transform how you
fundraise in 2013
A short description: Is technology the best thing that ever happened to fundraising, the worst or
something that makes no difference? The answer depends on how we use it. Learn the four most
important things you need to do in 2013 to ensure your organization is attuned to how people are using
technology - and that it does wonders for your brand and fundraising efforts.
Full Outline is below- it will change a little as I finalize the slides, but I wanted you to get a general
sense of the content.
I’m going to lead with A Tale of Three Opinions about Technology:
1. The wildly optimistic: How we do everything has changed. We are more connected than ever,
and this is creating opportunity to re-imagine and revolutionize every industry. Music has been
transformed. Banking and lending. Philanthropy is next. Generosity will be
unleashed. Technology is full of potential, so embrace it.
2. The deeply troubled: Our text-messaging, iPhone-wielding selves are losing the ability to focus
and do deeper reflective thought. The traditional conversation has changed into mediated
connection, thus leads to the isolation of people. It’s used to make small, inconsequential
actions online that do little to change our relationships with our causes or the face of
fundraising.
3. The amusingly cynical: If someone from the 1950s suddenly appeared today, what would be the
most difficult thing to explain to them about life now? I possess a device, in my pocket, that is
capable of accessing the entirety of information known to man. I use it to look at pictures of
cats and get in arguments with strangers. Maybe on a good day, I will like a nonprofit’s page.
I’ll ask how everyone feels about each of those.
I am of all three opinions, and I would summarize my view in this way: Technology has enormous
potential, but it’s all in how we use it. It can do little AND do everything. It can change things for the
worse AND it can change the world - and your work - for the better. This isn’t an argument about
technology so much as how we humans use it.
Since it’s here to stay, let’s use it for good.
How do you do that? In my view, by understanding that fact: that’s it is a question of the content and
substance.
Technology is really at its essence a delivery system. That means what’s being delivered will determine
how much good comes of it. Adam Gopnik, a favorite writer of mine, compares technology to toast:
“Our thoughts are bigger than the things that deliver them… Toast, as every breakfaster knows, isn’t
really about the quality of the bread or how it’s sliced or the toaster. For man cannot live by toast
alone. It’s about the butter.” He means the content of our ideas—the butter—is more valuable than
the delivery vehicle —the toast of technology— that carries them.
Exactly. Technology, while it gives reign to our darker instincts, also gives a delivery system for our very
best thoughts and efforts, in a way that spans the public sphere. We get more vehicles for our butter and more butter - and we consume the butter in a community rather than alone at our office desks.
But back to this idea of the delivery system - and what is being delivered. And how we sort out what we
should be doing so we can end up in the wildly optimistic camp. I’m going to share four ideas that I
think are all you really need to know for 2013.
1. Everyone is in the delivery business, and that means you no longer have to do all the work yourself.
The idea: Social networks have exploded. Technology has enabled people’s most trusted sources - those
they perceive to be their peers - to become the most influential and amplified messengers in their lives.
We are no longer the messengers in chief of our causes. We are not the only toast - nor in control of
what goes on the toast. 2013 is the year this has to be undeniable to you.
The takeaway: Embrace and use this fact. I’ll give you one example -- Use technology to amplify other
voices and dimensions of your work. You want at least three kinds of delivery system partners:
- People on the front lines of your work (front lines staff, volunteers, beneficiaries) who can speak
authentically about the change they see
- Fans who will champion your work within their circles of influence
- People with credibility and authority who can attest to the quality of you and your work (ratings
agencies, thought leaders who offer endorsement)
2. Technology has lowered the level of effort for social interaction and action, and that means what
you ask for must be easier and relationship-based.
The idea: Technology has made it easy for people to take do many things, including taking small, easy
actions in support of a cause. This has been dubbed slacktivism by some, which sounds dismissive. But
so-called slacktivists often have large circles of influence and are more likely to spread the word,
volunteer and donate down the road. That however, requires a relationship with you, forcing a shift in
our typical, transactional thinking.
The takeaway: Embrace and use this fact. Provide many small ways for people to be involved in your
cause - and to participate in it.
- Enable and celebrate slacktivism through technology
- Lower the bar for engagement especially on social media
- Use the social proof of those collective actions to get momentum behind your cause
-Remember it’s about relationships, not transactions
- Build off the baby steps of slacktivists by cultivating them specifically and encouraging more action
over time
3. Supporters perceive themselves to be a participatory partner, so you have to treat them that way.
The idea: The wealth of information and insights we have about people online - as well as people’s
expectations that they can shape all of their experiences in commerce - is driving an increasing
expectation of personalization and partnership. Generational changes are making this shift even more
dramatic.
The takeaway: Embrace the fact that technology and time has raised the bar on how you treat your
supporters.
- Mine your data
- Segment your supporters
- Relate your cause to their values
- Use technology to put the donor at the center of your story
-Invite donors to shape you and your cause
4. The toast is in our pocket now, so you have to make sure you can be delivered there.
The idea: There are 1 BILLION smartphones on the planet. One in seven people on the earth have the
ability to do so many things at their fingertips. This could be an unprecedented opportunity to unleash
generosity through technology.
The takeaway: You absolutely, positively must make it easy for your cause to be experienced on a
smartphone. No matter how great your content, if it can’t be delivered in this way, you will be left
behind.
- Take inventory of how bad or good it is
-Recognize the opportunity (the chance to reach people more immediately) and the constraint (mobile
experiences need to be simple and easy)
- Optimize for giving and pledging
These are all developments that should be good news to our work. Remember, people want to help
us. It’s up to us to use technology to make what people want to do, easier and more compelling. That
brings me full circle. Technology doesn’t inspire people. You do. You do it every day. So I believe you
all belong in the first camp.