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Barcelona, 8 of October 2011

Solidarity and I on the Internet What is it that motivates us to act in solidarity on networks?

Principle conclusions

10th annual anniversary of Iwith.org

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➪ Two Much research studio: social research agency of communication.

Luis Miguel Barralluismi@twomuchrs.comTwitter: @luismi_barral

Oriol Llauradóollaurado@netquest.esTwitter: @Oriol_Llaurado

Netquest: Technology solutions creator for social research on the Internet.

Authors of the Study

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Conclusion

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Currently 21% of Spanish users present a high potential for joint Internet involvement on initiatives.

Open attitude to contribute in

solidarityEnthusiastic interesttowards the Internet

High potential segment: 4.2 million people

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This segment of citizens with a high potential:

➪ Show significantly more motivation then the rest to leave the best world possible for future generations.

➪ Feel more prepared to approach the changes that are necessary.

➪ Manifest a personal greater availability. ➪ Believe that the Internet facilitates and increases their

capability to collaborate initiatives of solidarity

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The Result: these citizens participate significantly more

1 2 3 4 5

63,247,7

27,3

48,9

31,5

40,1

41,6

37,4

5,312,231,0

13,7

TotalShown(1.184)

High(245)

Medium(526)

Low(413)

Participation in joint initiatives through the Internet

% Never% Sometimes

% Frequently: If in the last week

Solidarity potential through the Internet

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Are there aspects that motivate this action? Facilitating the participation of solidarity

actions?

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➪ Feel the transparency, Understand in a triple sense:

• Where is the destination of the funds• Who is behind the project.• Clearly understand the goal of this project.

➪ Affinity with proposition: To personally agree 100% with the goal.

➪ Perceive professionalism in the organization that promotes and leads the initiative.

➪ Closeness with beneficiaries: There is an extra interest if the benefits of the initiative hit closer to home.

➪ To go beyond what is seen as “classic” help: Projects that give awareness to all kinds of people and that not only focus on helping the most needy.

➪ Feedback on achievements: The project informs about it's achievements, results, and advances.

Key Ingrediants

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➪ The mechanism should be easily accessible to collaborate with, along with being effortless, and comfortable.

➪ The organization promoting the initiative should present past

successful experiences.

➪ Have decent people with prestigious recognition participate.

➪ Ambitious projects with massive impacts: Supported by thousands of people and that pursues big scale changes.

Accompaniment

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Is there anything that would take away interest from participating in solidarity

initiatives?

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➪ Participation in initiatives ( Even if they are the idea of the century) of organizations or institutions that aren't reliable, especially those involving politics, religion, big companies or entrepreneurs..

➪ Perceive lack of transparency.

➪ Sensation of “emotional manipulation": When it communicates through alarming, paternalism, if seeks easy tears or transmits some kind of guilt to the citizen.

➪ Hesitation to introduce personal data on the site, especially dealing with bank details and economic contributions.

Caution

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What are the solidarity initiatives that we usually participate for through the Internet?

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% Habitual% Frequently

“Here is a list of actions that others use in order to participate in solidarity causes through the Internet. Please tell us if you take these same actions and to what extent?”

Have given signature to show support online. Leaving name and email.

Have disseminated interesting initiatives through social networks like facebook and tweeter.

Have Re-emailed initiatives to their contacts

Have supported or voted on initiatives without leaving personal information.

Has visited a site in order to reach a certain figure of visits , so that a sponsor is able to donate a sum.

Have bought online products whose proceeds go to support solidarity initiatives.

Make online micro-donations to concrete projects.

Give Micro-Credits to entrepreneurs.

10

9

8

7

6

5

4

3

2

1

4,2

7,3

13,1

29,8

33,3

27,9

31,5

31,9

1,6

1,9

1,9

13,8

15,6

17,8

17,8

22,1

Base: Those that have participated sometime to a solidary initiative through the Internet. 603

54,

49,

45,

48,

43,

15,

9,2

5,8

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51% of Spanish users have participated or collaborated at least once with a solidary initiative through the Internet.

The most habitual forms of participation have been through signature campaigns, or the diffusion of initiatives through the Internet. About 50% of those that participate in solidary initiatives through the Internet, make this kind of collaboration frequently.

It takes a great effort before we are able to receive direct contribution. Between 5% and 15% of those who have participated have collaborated directly.

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But the other extreme is:

About 45% of users have participated frequently with projects that involve generating economic resources, even though the participant doesn't make the disbursement directly, they support a sponsor that does.

“To visit a site in order to reach a certain figure of visits so that a sponsor donates”.

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The least important is the concrete format of visiting the site (we can talk about many ways).

What is important is that the numerical relevance of this type of participation (45%) manifests that space for this kind of fund-raising for NGO's is available.

Conceive projects that can be sponsored that generate a return “Partner-Sponsorship” and at the same mobilize the will of “Partner-Actors”.

The challenge is thinking of how to construct exchange between one another.

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Can we estimate how many users show to be permeable to contributing money?

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Imagine that a solidarity initiative is presented to you in which you agree and have confidence in. Which situation defines you best? 

Total Shown, 1.184

Usually I contribute directly with money.

I think about it first but it's probable that I'll contribute money.

I think about it quite a bit and am extremely selective.

Normally i don't contribute with money.

Not sure 4,6

27,4

41,4

20,9

5,726,6%

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This study indicates that 6% of Spanish users consider themselves openly predisposed to contributing directly, and that 21% additional users are sufficiently probable to contributing.

This is to say, there is a flow of 5,4 million people (27% of these Spanish users) permeable to direct contributions, if the projects generate enough interest and confidence.

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Is there a pattern that shows preferences to give economic donations over other

donations?

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10,2

12,7

15,4

9,8

11,2

40,8

When it's time to contribute economic donations to solidarity initiatives of your liking, What method seems more adequate for you?

Total Shown, 1.184

Punctual support to a concrete project

Periodic income installments to an organization

A monthly income of a micro-quota to an organization

All three are adequately appropriate for the

organization

Not sure

Non are appropriate for me

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This preference to support projects that are concrete implies that NGO's need to conceive “Products” that will lure attention and support,

once created.

Therefore

The probability of being successful will happen if we incorporate those aspects that motivate and minimize cautious efforts according to what

the users have expressed to us.

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5,4 million users are permeable to donation.

Favorite Method:Punctual support toconcrete projects

Potential of Crowd-funding(How we are able to collect support of

users through the Internet)We say “potentially” and not in reality because only 5% of Spanish users know what we are talking about if we say “Crowd-funding”.

(An additional 8% fairly understand but are not clear on the subject)

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The crowd-funding method contains two valuable main points of interest.

➪ It adjusts perfectly to the preference of users due to their punctual support to specific projects.

➪ It's also an easily sponsored project , where the partner sponsor can encourage/reward the punctual efforts of users in the form of collaboration and not direct funds.

This is an opportunity to think of different ways in which we can collaborate with one another.

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People do have objections to giving directly to solidarity initiatives but this is why we have this Capital of Love- an inexhaustible resource- to make available the sponsored projects that are interesting and reliable, that release

financial resources towards solidarity.

Attention

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Some cautions participants take are whether big companies or entrepreneurs are involved in these big projects.

So that the commercial brands may obtain legitimate feedback and so that value is added to these projects dealing with solidarity, they have to be aware of the field or territory they are working with.

“If you had to choose two words that illustrateWhat solidarity represents for you, what would they be? ”

Total shown, 1.184)

Help, Love, Justice, Collaboration, Compassion, Bond,

Necessary, Sharing, Friendship, Respect, equality, Gratitude, Responsibility, Negative,

Happiness, Life, Act,

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When we invite people to participate in a field full of solidarity, we as human beings, are carrying out a noble cause:

Help, generosity, sharing, empathy, love, humaneness...

If a commercial brand decides to enter this field, they need to pair the various dimensions of this field coherently:

Who I AM > What DO I WANT > What SHOULD I DO > What SHOULD I SAY.

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Coherency always has a prize and is associated as a noble cause concerning humanity. Is bound to bring you success in one way or another. But if you take this step, make it GenuineBecause if a commercial brand is simply looking for an APPEARANCE OF GENUINENESS, they are better off looking for another method, that may cause less doubt because sooner or later they will be discovered because of our citizens intelligence in ethics; they will come out losing.

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Methodology and Sample

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Research Universe➪ Resident users of Spain of the 16 years of age and olders (20 million people. INE source).

Data Collection Technique➪ Online survey of 15 minutes of an average duration. ➪ The questions of the survey were designed after a qualitative phase of semi-structured interviews

online of 246 participants. Sampling and Sample➪ The sample is composed of 1.184 people, who have been selected from a Netquest panel.➪ The sampling has been done by a random group of panelist who have not been consulted in the

last 15 days, as following the quotas of cross-sex/ age proportional to what has been observed in the universe of Spanish Internet users 16 of age and older.

➪ The response rate has been 38% and the rate of abandonment has been 4.5%.Fieldwork Dates➪ Qualitative Phase: May-June 2011 / Poll: 1 - 9 of September 2011.

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Sample InterviewsSEX/ AGE Distribution

5

4

3

2

1 9,4

15,1

11,3

6,8

5,4

% Women % Men

8,6

13,4

14,0

10,3

52,0% 48,0%

5,7

16-24

25-34

35-44

45 - 54

55 and up

16-24

25-34

35-44

45 - 54

55 and up