That Sarah McLachlan music video

March 7th, 2007

I’m a little slow on the uptake on this one… like two years!

Canadian singer/songwriter Sarah McLachlan’s World on Fire music video cost $150,000 to produce… except it didn’t, it cost $15 and the rest was donated to these charities.

YouTube Preview Image

Well, it hasn’t actually been available on YouTube for that long; thanks to Kai Chan Vong at Justgiving for the tip off.

Oh, and Justgiving has launched its very own page on YouTube. I’m pretty certain that we’ll see a steady increase in the number of people capturing their fundraising stories on video.

Of course, we already know that $500 can buy a family in China a water buffalo.

Technorati justgiving, sarah mclachlan, youtube

Widgets of the world unite…

March 6th, 2007

I’ve been having a lot of widgety thoughts recently, so I thought I’d bundle up a few loose ends in the one (long) post.

First though, if you’re playing catch-up a bit, Heidi Cohen has written a good widgets primer on ClickZ. badgeNow… I happened to replace half a dozen conventional light bulbs at home on Sunday with compact fluorescent bulbs (CFLs). Over in the US, Yahoo! has launched a campaign in collaboration with Inconvenient Truth producer Lawrence Bender, Wal-Mart, and others, to raise awareness among Americans about the energy and environmental savings afforded by CFLs.

When you purchase a CFL bulb anywhere in the US it will be added to! And, you guessed it… you can easily and quickly configure your own widget (or ‘badge’ in Yahoo-speak) and install it on your website, blog and / or social network page with a simple cut and paste. Brilliant!

If you’re interested in reading more about the campaign, Lawrence Bender has written a guest post on Yahoo’s Yodel Anecdotal blog.

Demonstrating impact

The first book I ever read on campaigning was Des Wilson’s A to Z of Public Advocacy, first published in 1984. I can’t lay my hands on my copy (in the garage?) but if I recall correctly, one of Des’s golden rules was encourage you to campaign for something, rather than against something, and the 18seconds widget does a great job of visualising – in raw numbers anyway – the accumulated impact of hundreds of thousands of small actions by distributed individuals to effect positive change.

I emphasise “positive” change, as leveraging Web 2.0 communication tools for good was something that was discussed in a lively ‘conversation’ hosted by Amnesty’s Dan McQuillan during the Uploading Innovation ‘unconference’ last week.

If you hadn’t guessed already… for me, widgets are one of the most exciting ingredients in the emerging Web 2.0 toolbox.

Wear your cause on your blog

Another new kid on the widget block is Carebadges, who aspire to be the yellow bracelet campaign of the web, and while I think the implementation can be improved a lot, I agree with co-founder Saar Gur who told me:

Uploaded by Zanoobi on 26 May '05We think that as people express their identities on the web, there is a big gap where social causes ought to be. We want people to express the things that they care about beyond cultural items (music, movies, etc.).

Last year I actually registered the domain name – – and wrote on this blog that I would willingly give it up to any organisation which promised to use it wisely (or hand it over to MySpace if they agreed to establish a “My Causes” tab on their social networking site!)

Anyway, I interrupted Saar…

We want to give people ‘badges’ to help them identify with a cause and have a positive social influence amongst their peers. We use our “impact meter” of impressions/awareness, donations/support to help recognise folks that use their popularity for good. The money [donations] will come later if we can give tools to those who want to create cool badges, email signatures, etc., and we focus on the social impact that each user has in recruiting new members…

I’m not totally convinced in this peer group tactic, in much the same way as I’m not sure how much saying “I’m In” means you’re really anything other than a number. You’re agreeing that Oxfam’s mission is a noble thing.

Widgets have the potential to show you how by taking this or that action, you are making a difference.

Communicating success

This could be the Holy Grail for widgets.

18seconds does this in a visually compelling way… it joins the dots… and it makes it look simple.

But wait a minute. ChipIn’s Carnet Williams says something very interesting in this interview with Britt Bravo (which to Britt’s great credit rather trumps my own interview with Carnet last month).

Carnet says…

What I think 2007 really should be part of is the evolution of the widget into a smart widget. We are going to see widgets that are going to be focused around transactions, such as a ChipIn widget around donations, focused around intelligent content, meaning that widgets will soon be able to identify the users, and where they’re located, so that they can serve our conditional and intelligent content.

I really think that widgets are going to evolve and you’re going to start seeing a whole new breed of widgets that are more intelligent, that are richer in the data, and that have a much more grounded rationale so they’ll move from becoming decorations to part of a business process for companies and individuals online.

Now the slightest hint of ‘smart’ widgets is enough for me: if I could only get information I care about – e.g. what difference a project I supported is actually having, or the accumulated effect of campaigning actions, etc. via a widget… now, that would surely become a key driver of my future support for that cause.

The Network Effect

For a great insight into the power of the widget widget web, check out Dion Hinchcliffe’s excellent article, Tracking the DIY phenomenon Part 1: Widgets, badges, and gadgets.

Dion identifies the YouTube ‘badge’ (we’re still talking widgets) as demonstrating the value of ‘chunking’ up content and services into bite-sized reusable pieces.

Particularly because it has so many viral distribution pieces built into it, the YouTube badge is the canonical example of the power of opening up and letting the entire web distribute your content for you.

Not content just to ask you if you’d like to share a video with friends via e-mail (resulting in friends forwarding to friends, and to their friends and so on) but YouTube makes the code snippet for embedding it right on your own site or blog readily visible and available to the right of each video.

Not content just to have their content just on a single site, YouTube realized that it was by mobilizing millions of users to extend the YouTube platform to their own sites that they could achieve lasting and durable network effects. E-mail propagation is powerful but it’s almost certainly no match for having millions of persistent, discoverable YouTube badge installations all over the web.

Dion kindly gave me permission to reproduce the following graphic (originally published here) which illustrates the full potential of the network for extending the reach of your widget / message.

Widget Network Effect: Dion Hinchcliffe - graphic reproduced with permission

Here in the UK, Justgiving has added badges (these are just badges) to the toolset available to fundraisers (is it just me who thinks all widgets, gadgets, etc… look better with rounded corners?).

Justgiving badge

Their widgets have been doing pretty well, too. Since their release at the end of December, over 8,000 individual Justgiving widgets have been posted on the web and the highest performing widgets have registered over 500,000 page impressions.

Right now, there are 1,479 “active” Justgiving widgets, all doing their stuff, and this figure is expected to rise pretty steeply as we get nearer to the London Marathon.

Justgiving’s Simon Doggett told me that a Flash version of their widget is in testing, and should be released later this month (fundraisers have been asking for a widget that is optimised for those websites that currently block iframes, e.g. MySpace).

Well, that turned into rather a long post, so I had better think of a way to summarise how I believe widgets can prove a winner for not-for-profits:

  • You move beyond the single website model and turn the entire web into a distribution system for your content / stories (Dion Hinchcliffe)
  • Smart widgets will (hopefully soon) allow you to report back on how you are making a difference

Technorati 18seconds, chipin, justgiving, nestauploading, net2, nptechuk, saar gur, widgets

Cause and Effect

October 9th, 2006

[This is rather a long post - some might say ramble - but think of it as an introduction to some of the themes I intend to cover on this blog.]

It’s right that a charity mobilises and directs (donated) funds where it identifies there is greatest need. The ‘general purposes fund’ is something a charity will fight to protect at all costs. But this position is becoming more difficult to sustain.

The general public do not always understand how their donations are used by charities. Young people now prefer to fundraise for a cause, rather than donate to an organisation (do challenge this view if you think it incorrect). Increasingly, more discerning donors (or those with a lot of cash anyway) like to channel their donations through specific (and more glamorous) projects to measure their impact and effectiveness, in much the same way as they would any commercial investment.

These shifts in the ‘giving landscape’ will only accelerate. The image and reputation of charities will increasingly depend on their ability to demonstrate value and impact. Blogs and other forms of social media bring new opportunities (and some risks) to charities who are willing (and well equipped) to take advantage to further their mission.

This was the broad topic under discussion at a thought-provoking workshop held at NCVO on Thursday. We were brought together by Megan Griffith from NCVO’s Third Sector Foresight project. Some of the other contributors have already blogged about the session, including Molly Webb (Demos), Nick Booth (Podnosh), and David Wilcox.

I expressed a few opinions last week, which will attempt to share with you here.

We can all agree, I think, that the web has empowered individuals and invited more scrutiny into the work of organisations.

Charities are not immune from this evolution but they do have a secret weapon: compelling stories.

Some fifteen years ago, I frequently travelled around the UK for Oxfam talking to often quite large groups of the charity’s dedicated supporters about ‘third world debt’ and ‘structural adjustment’. Inevitably, I weaved in human stories from the ‘field’ to help illustrate the impact of these reforms on those living in poverty, the intended beneficiaries of Oxfam’s projects.

Intrinsic to good storytelling is the conversation that it generates. Dialogue always (or nearly always!) followed my ‘debt’ workshops.

Blogs and social media provide the best tool set yet to continue the conversation.

Let me return to the issue of donations and accountability for a moment. Back in the summer, Justgiving announced on their blog (aimed at their charity clients) that they had amended their terms and conditions “to make it clear to our individual users that their chosen recipient charity reserves the right to use the funds raised through our site for its general purposes, not a particular appeal.”

I found this interesting, not least because Justgiving has transformed the process of charitable giving in the UK. (Declaration of interest: I was on the Justgiving payroll, albeit very briefly, in 2002).

The public must know whether they are contributing to a particular project, or to the general work of the charity. Why does this matter? Crucial to answering this question is understanding what makes people tick.

Some have a personal connection to a charity or cause (e.g. cancer prevention); others of us will have been ‘emotionally engaged’ through images beamed back to us from a disaster zone.

Interestingly, despite younger people normally being the least likely to give to charity, polls taken soon after the December 2004 Indian Ocean tsunami tragedy indicated that a whopping 86% of 18-24 year olds said they gave money to a charity in response to the disaster.

Certainly the epic scale of that disaster pulled at heartstrings and loosened purse strings like nothing else since Bob Geldof’s Band Aid phenomenon a generation earlier.

I would still argue that most people now have a much looser affinity with an actual organisation – and “Generation Y” (or Generation “Why” as Oxfam would have it) use online social networking (and their mobile phone) as their primary method of communication (See “Email is for old people”). Causes and single-issue campaigns are arguably what build a movement and put ‘fire in the belly’ (but more about that another day).

Actually, I’ve just purchased the domain name – – but will willingly give it up to any organisation which promises to use it wisely. Or I might sell it to MySpace if they agree to establish a “My Causes” tab on their social networking site!

I’m not suggesting charities ‘throw the baby out with the bathwater’ and pull their existing fundraising campaigns. The old-fashioned collection tin remains the most popular way of giving to charity. I’m talking ‘baby steps’ here, poco a poco… although within a few years I do expect job roles and budgets to have been juggled around.

For example, I would encourage you to recruit a social media champion. This individual may already work for you. Find out who it is, tell them that he or she is now the charity’s ‘Buzz Director’, and ask them to identify where your key audiences gather online and join in the conversation.

I’ll be exploring how you do this on this blog.

Technorati buzz director, discerning donors, justgiving, my causes, net2, oxfam, storytelling