Google South Africa has announced Google for Nonprofits across South Africa, Kenya and Botswana, which will provide registered NPOs with a suite a free products and tools.
South African NPOs that are registered with the Department of Social Development can now apply to join the programme, which provides access to a suite of free products and tools, including:
- Google Ad Grants: Free AdWords advertising (up to USD $10,000 per month) to promote their websites on Google through keyword targeting.
- Google Apps for Nonprofits: Free version of the Google Apps business productivity suite (Gmail, Docs, Forms, Calendar and more), so they can run their email and important documents in the cloud and work collaboratively on documents while dramatically reducing IT costs.
- YouTube for Nonprofits: With premium branding capabilities on YouTube channels, and increased uploading capacity.
According to Public Policy Manager for Google South Africa Fortune Mgwili-Sibanda, “For most nonprofit organisations (NPOs) around the world, the web is a vital platform for improving visibility, raising awareness, and connecting with their stakeholders, donors and volunteers. Often, one of the big decisions relates to the need to spend to acquire technology when there are so many competing demands for funding and resources.”
Referencing a report by The Southern African NGO Network which found that most NGOs in South Africa are under-resourced, Mgwili-Sibanda says, “Mostly due to a lack of funding, NPOs’ access to internet and technology tools is limited. A lack of understanding regarding how to use web technologies means that they often end up paying huge amounts of money for proprietary software, which they may not use or even need. This is where Google for Nonprofits can assist.”
Google for Nonprofits has not been Google South Africa’s first foray into helping the non-profit sector.
“We know that many nonprofits require hands-on help to optimise the use of the web and Google tools. So earlier this year, we launched the Google Academy for NGOs. This was a series of workshops in Gauteng, Eastern Cape, KwaZulu-Natal and the Western Cape. In these workshops we trained nonprofits on how to harness the power of the web to work smarter and better. We’re inspired and humbled by stories showing how nonprofits can make positive changes around the world using our tools,” Mgwili-Sibanda says.
NPOs in South Africa are already leveraging Google for Nonprofits tools with amazing results. The Smile Foundation, which helps fundraise for reconstructive surgery for children with cleft and lip palate, used Google for Nonprofits tools to grow referrals to their website, increase online donations, and promote their organisation to brands and companies for fundraising partnerships.
Millennials turning 40: NOW will you stop targeting them?
It’s one of the most overused terms in youth marketing, and probably the most inaccurate, writes ARTHUR GOLDSTUCK
One of the most irritating buzzwords embraced by marketers in recent years is the term “millennial”. Most are clueless about its true meaning, and use it as a supposedly cool synonym for “young adults”. The flaw in this targeting – and the word “flaw” here is like calling the Grand Canyon a trench – is that it utterly ignores the meaning of the term. “Millennials” are formally defined as anyone born from 1980 to 2000, meaning they have typically come of age after the dawn of the millennium, or during the 21st century.
Think about that for a moment. Next year, the millennial will be formally defined as anyone aged from 20 to 40. So here you have an entire advertising, marketing and public relations industry hanging onto a cool definition, while in effect arguing that 40-year-olds are youths who want the same thing as newly-minted university graduates or job entrants.
When the communications industry discovers just how embarrassing its glib use of the term really is, it will no doubt pivot – millennial-speak for “changing your business model when it proves to be a disaster, but you still appear to be cool” – to the next big thing in generational theory.
That next big thing is currently Generation Z, or people born after the turn of the century. It’s very convenient to lump them all together and claim they have a different set of values and expectations to those who went before. Allegedly, they are engaged in a quest for experience, compared to millennials – the 19-year-olds and 39-olds alike – supposedly all on a quest for relevance.
In reality, all are part of Generation #, latching onto the latest hashtag trend that sweeps social media, desperate to go viral if they are producers of social content, desperate to have caught onto the trend before their peers.
The irony is that marketers’ quest for cutting edge target markets is, in reality, a hangover from the days when there was no such thing as generational theory, and marketing was all about clearly defined target markets. In the era of big data and mass personalization, that idea seems rather quaint.
Indeed, according to Grant Lapping, managing director of DataCore Media, it no longer matters who brands think their target market is.
“The reason for this is simple: with the technology and data digital marketers have access to today, we no longer need to limit our potential target audience to a set of personas or segments derived through customer research. While this type of customer segmentation was – and remains – important for engagements across traditional above-the-line engagements in mass media, digital marketing gives us the tools we need to target customers on a far more granular and personalised level.
“Where customer research gives us an indication of who the audience is, data can tell us exactly what they want and how they may behave.”
Netflix, he points out, is an example of a company that is changing its industry by avoiding audience segmentation, once the holy grail of entertainment.
In other words, it understands that 20-year-olds and 40-year-olds are very different – but so is everyone in between.
* Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter and Instagram on @art2gee
Robots coming to IFA
Robotics is no longer about mechanical humanoids, but rather becoming an interface between man and machine. That is a key message being delivered at next month’s IFA consumer electronics expo in Berlin. An entire hall will be devoted to IFA Next, which will not only offer a look into the future, but also show what form it will take.
The concepts are as varied as the exhibitors themselves. However, there are similarities in the various products, some more human than others, in the fascinating ways in which they establish a link between fun, learning and programming. In many cases, they are aimed at children and young people.
The following will be among the exhibitors making Hall 26 a must-visit:
Leju Robotics (Stand 115) from China is featuring what we all imagine a robot to be. The bipedal Aelos 1s can walk, dance and play football. And in carrying out all these actions it responds to spoken commands. But it also challenges young researchers to apply their creativity in programming it and teaching it new actions. And conversely, it also imparts scholastic knowledge.
Cubroid (Stand 231, KIRIA) from Korea starts off by promoting an independent approach to the way it deals with tasks. Multi-functional cubes, glowing as they play music, or equipped with a tiny rotating motor, join together like Lego pieces. Configuration and programming are thus combined, providing a basic idea of what constitutes artificial intelligence.
Spain is represented by Ebotics (Stand 218). This company is presenting an entire portfolio of building components, including the “Mint” educational program. The modular system explains about modern construction, programming and the entire field of robotics.
Elematec Corporation (Stand 208) from Japan is presenting the two-armed SCARA, which is not intended to deal with any tasks, but in particular to assist people with their work.
Everybot (Stand 231, KIRIA) from Japan approaches the concept of robotics by introducing an autonomous floor-cleaning machine, similar to a robot vacuum cleaner.
And Segway (Stand 222) is using a number of products to explain the modern approach to battery-powered locomotion.
IFA will take place at the Berlin Exhibition Grounds (ExpoCenter City) from 6 to 11 September 2019. For more information, visit www.ifa-berlin.com