B: Brand Identity Report
 |
Trust, core values |
 |
Slow, bureaucratic |
| Recommendations |
|
Ethos • logos • pathos
(*)
Distilling a single coherent story to:
Goal: link the impact of the Web with the Consortium, feel proud of their role, see the potential of change to legal entity, and be inspired to support it financially.
Elements:
See Appendix E: Messaging for the Foundations, Appendix F: Messaging for the public.
All of society has benefited from (and will benefit from) the Web.
The Web has been successful largely based on the work of the technical community in evolving it.
We want to inspire donors to feel generous and make a contribution that will enable us to ensure continuation in shaping the richness of the Web.
| Flyer: | Tech solutions for humanity |
|---|---|
| Paper: | generic, tailored to MacArthur, tailored to ISOC |
| Slides: | ISOC, generic |
Soft-launch (April 2019 AC Meeting) → challenge: getting additional money
| Flyer: | Become a Founding Member |
|---|---|
| Paper: | World Wide Web Consortium Founding Member (Draft; work in progress) |
| Slides: | generic |
| Flyer: | Support the Web |
|---|---|
| Paper: | Probably not (but press release and Web pages) |
| Slides | Probably not |
→ Foremostly, being recognized for something that has an impact in the world
| Foundations | Members | Public | |
|---|---|---|---|
| PR | ✓ | ✓ | Maybe |
| physical + digital tokens | Sponsored graphics? | badge, banner, logo "I help the Web!"? | |
| sponsors graphics | Maybe | Interest? | Probably not |
| videos | Maybe | Interest? | Probably not |
| merchandising | Probably not | t-shirts, stickers, caps? | |
"People don’t always give to charity because they want to improve schools or fight disease. Often they simply want to do a good turn for the person asking for the money, researchers have found." (philanthropy.com) (cf. Appendix G)
Spreading the word, getting on board those w{e|ho} need.
Planned:
Under discussion:
Invitation: Wednesday breakout session: "Web stories"
Goals: Augment our compelling story for the public. W3C Comm team may use this as part of an upcoming crowdfunding campaign.
In 2012, we led a Brand identity exercise (report) among the public, Members and team. Key values of W3C's Brand included:
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Trust, core values |
|
Slow, bureaucratic |
| Recommendations |
|
→ We need a new vernacular to mark the distinction from what has gone before.
Foundational language describes our new entity and the work it will enable.
“The Web and its place in society have changed dramatically, and the Web Consortium has been at the core of its technical interoperability. While incremental changes have helped us to keep pace with the Web’s evolving technologies and uses, we need a more dramatic transformation to address the opportunities and threats the Web now faces and to continue to shape its future constructively.
To evolve our organization to serve the growing needs of the Web, we are creating a legal entity. We seek support so we can strengthen the Web to foster greater digital inclusion, provide a level playing-field to promote innovation and continue to ensure Web standards and Web technologies work to the benefit of humanity.”
Goal: To link the importance of the Web with the Web Consortium, and see that we transform the needs of humanity into technology.
Elements:
Goal: To be introduced to us, link us with what they love about the Web (and as a solution for what they fear about the Web) and so want to support us.
Elements:
"people do good in part because it makes them look good to those whose opinions they care about. Economists call this “image motivation”."
"[researchers found] evidence that monetary incentives can actually reduce charitable giving when people are driven in part by a desire to look good in others’ eyes."
"the distinction between private and public generosity is helpful in understanding what motivates people to give money to charities or donate blood, acts which are costly to the doer and primarily benefit others."
"A 2001 survey found that 89% of American households gave to charity, and that 44% of adults volunteered the equivalent of 9m full-time jobs. Tax breaks explain some of the kindness of strangers. But by no means all."
These are the slides for the Fundraising part of the Legal Entity update at the Advisory Committee Meeting of TPAC 2019.