MeWe_UVA

Panagiotis Apostolellis

2.0

3/24/14

Thank you!

World Changer

Follower

Age:

Position:

Any age, usually below 60 yrs

Usually some level of education

Age:

Position:

Very young to around 50yrs

Some level of education (medium to high)

Characteristics:

Tech literacy:

Social Networks:

Objective/Goal:

High sense of empathy; active community member/volunteer; self-confident; proactive; takes initiatives; high leadership skills

Any level

Usually more than average

Wants to help others and make a difference

Characteristics:

Tech literacy:

Social Networks:

Objectives/Goal:

pay $1

Likes to share experiences with friends; likes to hang around on social media and physical groups; can be influenced by the right role model

Medium to high

Frequent user

Maintain an online presence by sharing ideas and experiences with friends; meeting new people

Facilitate charity events

Connect stakeholders to increase impact

Payment processing platforms

World changers are usually active volunteers for quite some time. Often they start an initiative which might evolve to be a NPO/NGO. They are not satisfied with the status quo and seek ways to change things. They invest considerably amount of effort and resources to pursue their goal or improving a situation.

World Changer

25-45 yrs

Employed

End-user

18-25 yrs

Student

End-user

Age:

Position:

Archetype:

35-45 yrs

NPO Founder

Decision-maker

Age:

Position:

Archetype:

• World changers are usually active volunteers for quite some time.
• Often they start an initiative which might evolve to be a NPO/NGO.
• They are not satisfied with the status quo and seek ways for change.
• They invest considerably amount of effort and resources to pursue their goal or improving a situation.
• They are always in search for more support and opportunities to increase their impact.

Followers are usually devoting their spare time with friends, either physically or through social media. They might support a cause occasionally if it resonates with them. Most often they volunteer to boost their CV and gain field experience; other times they do it to look good and might not actually contribute (lack of accountability).

Follower

Position:

Age:

Archetype:

Retired

~older 60 yrs

End user

Position:

Age:

Archetype:

Student

15-25 yrs

End-user

Anything

25-60 yrs

End-user

Position:

Age:

Archetype:

• Followers are usually devoting their spare time with friends, either physically or through social media.
• They might support a cause occasionally if it resonates with them.
• Most often they volunteer to boost their CV and gain field experience.
• Other times they do it to look good and might not actually contribute (lack of accountability).
• Retired people will offer their time and expertise by volunteering.

Follower

Facilitate people with intentions to benefit their community

World Changer

Decision-makers

Recommenders

Recommender

Influencers

End-users

decision-maker

challenge 3

Boost service in communities

Decision

Point

Sponsor

Non-Profit Organization

Increase giving/volunteering opportunities and access to charity

Make creating and organizing causes and events easier and more efficient

Age:

Position:

N/A

N/A

Age:

Position:

N/A

N/A

support

get $5

Gains:

Pains:

Pains (easier to):

Gains:

get $5

• Feels good to give (self-satisfaction)
• Social status (giving person)
• Feel you can have an impact (self-efficacy, self-confidence)

• Find events that improve your life and immediate community
• Identify with and help a cause that interests/affects you

Characteristics:

Tech literacy:

Social Networks:

Objectives/Goal:

Can be a national or international organization; might use other platforms to raise donations or not; can be of community scale (e.g. church)

Usually high (can be low at regions)

Usually active (can be inactive at regions)

Change/help a specific cause; promote events and causes; raise awareness; find enough supporters/donors to be sustainable

• Feels good to give (self-content)
• Feel your actions can make a difference (self-efficacy)
• Social status (giving person)
• Incentivize social entrepreneurship
• Inspire & be inspired by others’ ideas/deeds
• Create a long lasting impact (legacy)

Might be a national/international chain or a local store; can be an active member of community or not; maybe online, physical, or both

Any level

Any level (can have online presence or not)

Promote business; sell products and services; enhance social profile (CSR), in some cases

• Find and work with like-minded people
• Handle donations through NPOs
• Find supporters to optimize event planning and management
• Find followers (potential supporters)
• Raise awareness on something they care about
• Handle logistics of cause/event (e.g., statistics, planning data, etc.)
• Manage event/cause (e.g., host, advertise, follow, donate, etc.)

Local branches of large corporations have limited degree of choosing donation channels; division or headquarters dictate such partnerships. They want to ensure people receiving the money are trustworthy.

donate $10

Smaller NPOs do not have any funds for advertising; resources are also limited (no stuff). Raising money is a day-to-day struggle and they depend heavily on personal/family funds. Small NPO are more interested increasing their impact than risking their reputa-tion. Local conditions greatly affect all aspects of their operation.

Non-Profit Organization

Position:

Age:

Archetype:

Board/Committee member

~older 50 yrs

Decision-maker

Position:

Age:

Archetype:

Founder/CEO

~40yrs or older

Decision-maker

Position:

Age:

Archetype:

Exec. Director

30yrs or older

Recommender

Position:

Age:

Archetype:

Recruiter

25-40yrs

Influencer

Position:

Age:

Archetype:

Fundraiser

25-40yrs

Influencer

Advertiser

25-40yrs

Influencer

• Smaller NPOs do not have any means and resources for advertising.
• Raising money is a day-to-day struggle and they depend heavily on personal/family funds.
• Small NPOs are more interested increasing their impact than risking their reputation, which is the case with larger ones.
• Local conditions greatly affect all aspects of their operation.

Sponsor

Non-Profit Organization

Increase business sales

Raise awareness and support on worthwhile causes

Organization for Personal Change

Age:

Position:

N/A

N/A

Gains:

Pains (easier to):

Gains:

Pains (easier to):

• Advertise their business (e.g., T-Shirts, flyers, social media)
• Find prospective customers

• Find donors
• Raise awareness for their events/causes
• Engage more people (volunteers in their events/causes

• Promote their social impact
• Engage community in social change & collective participation
• Increase donations
• Publicity
• Collaboration opportunities with other NPOs

• Promote their social profile
• CSR (Corporate Social Responsibility) fund allocation well utilized
• Long-lasting media exposure (i.e., persisting ads through social media)
• Expand to other markets

Characteristics:

Tech literacy:

Social Networks:

Objectives/Goal:

Usually national level but can have international outreach; promote way of life through seminars and books; positive outlook;

Usually high (can be none at regions; e.g. guru)

Any level (can have online presence or not)

Promote activities, educate people, and change the world; help people better their lives; be a profitable business

Hot or cold?

Persevere!

1

2

How can we empower to create and organize projects collaboratively?

What motivates to donate, volunteer resources, and share their experiences?

How can we move decision-making in to the administrative level?

3

Organization for Personal Change

Gains:

• Promote their social impact
• Get in touch with NPs and other groups devoted to positive change
• Promote their books, seminars, and other activities

Founders as managers

Software engineers/architects

Pains (easier to):

• Find “customers”
• Raise awareness for their events

Servers and technical support

Marketing and advertising

Platform development and maintenance

followers

Understand and their prosocial attitudes...

Credit processing fees

(Minimum) Administrative staff to ran the portal

Sample information

from around the world

Age

Gender

Education Level

Geographic distribution

Responses: 103

Are you using online

petition & cause platforms?

Which ones?

Do they have

an impact?

Survey Data

How would you find

where to offer your help?

Volunteering

and community service

Sharing good

habits with friends...

What can help you

get more involved?

In what ways?

How are you sharing?

• Word of Mouth
• Social Media- Facebook, Twitter, Blogging

• Donate to charity/humanitarian organizations
• Help disadvantaged people or minorities
• Volunteer time

Can you have a positive impact?

Customer Discovery

Out of the Building...

Week 2 - Learning Points

Week 4 - Learning Points

Smaller do not know how to market themselves and create/maintain donor relationships

face the challenge of getting other people interested and involved in worthwhile projects

• Smaller are struggling to promote their causes and recruit volunteers for their events
• Volunteer work in does not have the necessary commitment
• are juggling between full-time work and project organization demands

• challenge is making their campaigns compelling to people and keeping them involved/interested
• The impact of service isn't necessarily what you are doing, but the relationship you are building in the process

Interviews: 59

Week 1

Challenge

Week 3

Week 2

Week 4

Statistics

Week 1 - Learning Points

Week 3 - Learning Points

volunteering with like-minded people or friends with similar goals is more rewarding

are reluctant to risk "lending" their name to projects managed by others

• Overexposure of the through projects initiated by others might decrease donations to their own causes/events
• Social Media is impersonal and carries no guarantee that people will commit (lack of accountability)
• cannot systematically attract and maintain volunteers to support their causes and event

• For doing good and helping others is very rewarding and fulfilling
• Recruiting people and getting them to commit are two different struggles for volunteer services
• Promotion/support of a cause is purely EMOTIONAL; they don't show you the whole picture because it would be disheartening

Challenge 1

challenge 2