IoF National Convention: Hidden motivations and income streams - understanding the true value of your event fundraising

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Your supporters often have very personal reasons to raise money for your charity and can become powerful advocates for your cause. In this session JustGiving will share insight on something they're calling the fundraising 'network effect'- the idea that fundraisers inspire others to take on charity challenges and help you recruit supporters. The charity Maggie's Cancer Caring Centres will share how they've increased fundraising at their event 'Maggie's Monster Bike & Hike' and taken their event registration process online. This session will also explore a key motivation for many charity supporters - fundraising In Memory of a loved one. JustGiving research indicates that people taking part in an event to fundraise in memory of a loved one raise up to 54% more than fundraisers who aren't raising money in memory. Insights from JustGiving and Great Ormond Street Hospital Children's Charity will explain why and how you should look after these highly motivated individuals.

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IoF National Convention: Hidden motivations and income streams - understanding the true value of your event fundraising

  1. 1. July 2013 Hidden motivations and income streams Understanding the true value of your event fundraising Katie Simmons – Senior fundraising manager Great Ormond Street Hospital Charity Gemma Randall – Head of charity partnerships JustGiving Graham Tyrrell – Head of digital Maggie’s Centre
  2. 2. Katie Simmons Great Ormond Street Hospital Charity Comprehensive in memory approach case study Graham Tyrrell Maggie’s Centres Building networks around events case study Gemma Randall JustGiving Trends, data, About us
  3. 3. What we’re going to cover today 1. Developing a better understanding of your supporters – What motivates them to fundraise and how do they behave online, on social media and on their mobile phones? 2. Maggie’s case study – How we have increased fundraising at our event 'Maggie's Monster Bike & Hike' and taken our event registration process online 3. The 'network effect’ – The idea that fundraisers inspire others to take on charity challenges and help you recruit new supporters 4. In Memory fundraising – uncovering the true value of it 5. GOSH case study – How we look after people fundraising in memory and work across income streams 6. Quiz (alternative and inspiring fundraising ideas)
  4. 4. When did you last fundraise? Why? How?
  5. 5. People are... People are online People are mobile
  6. 6. People are...mobile
  7. 7. Is mobile overtaking desktop traffic? Yes On Sunday, 21st April 58 per cent of traffic to JustGiving came from mobile devices including smartphones and tablets – an uplift of 52% from marathon weekend in 2012. 42% 58% Marathon Sunday 2013 Desktop computers Mobile devices Throughout the day, JustGiving processed a record £300,000 in donations on the go from smartphone users, including spectators in the crowd
  8. 8. I want tickets to see Robbie Williams 
  9. 9. I want tickets to see Robbie Williams 
  10. 10. Mobile optimisation is really important When the participant registers for an event
  11. 11. People are... People are online People are mobile People are social People give to people
  12. 12. People are...social and give to people H1 2013 Facebook has driven +£20m to JustGiving +£5m of this was though Facebook mobile traffic
  13. 13. Peer review – the acquisition tool? One in four fundraisers will choose either to take part in the same event for charity the next year or will inspire a friend or family member to take part instead.
  14. 14. Hidden motivations and income streams: Understanding the true value of your event fundraising – case study Graham Tyrrell Head of Digital
  15. 15. Based in uniquely designed buildings on NHS hospital grounds, Maggie’s Centres are places where people with cancer can get the emotional, practical and social support they need
  16. 16. Monster Bike and Hike 31.5 miles Bike 8.5, 23.4 or 41.2 miles Hike
  17. 17. A Monster problem Recruit 600 participants and support them in raising £500,000
  18. 18. A Monster approach Some hints and tips
  19. 19. Starting the journey Tailored marketing http://monster.maggiescentres.org/
  20. 20. Understanding motivations Registration Powered by Active Network
  21. 21. Importance of starting early
  22. 22. From participant to advocate
  23. 23. Understanding motivations During event
  24. 24. The network effect of fundraising ...and that doesn’t include all the other ways fundraisers share their story 562 friends view posts on Facebook Your fundraisers are great brand ambassadors for your cause 160 unique visits to their fundraising page 14.2 sponsors One active fundraiser
  25. 25. Do you remember your first time?
  26. 26. People are... People are online People are mobile People are social People give to people And.....???????
  27. 27. People are... People are online People are mobile People are social People give to people People are motivated
  28. 28. Traditional approach Events Company In Memory (immediate) Lifestyle DIY
  29. 29. How JustGiving have approached it In Memory Events Company In Memory (immediate) Lifestyle DIY
  30. 30. In memory motivated fundraising has grown by 25% year on year People taking part in an event to fundraise in memory of a loved one raise up to 54% more than fundraisers who aren’t raising money in memory www.justgiving.com/en/in-memory
  31. 31. In Memory fundraisers on JustGiving (2013) 14% walks 14% running & marathons 11% skydives
  32. 32. Who traditionally looks after In Memory?
  33. 33. People above process - Yes 28% No - we do not contact In Memory fundraisers 9% No - we treat them the same as all other event fundraisers 47% Not sure 16% Do you have a tailored supporter care programme in place specifically for people who are fundraising in memory of someone?
  34. 34. GOSHCC – case study
  35. 35. Remember..... People give to people – facilitate the formation of networks Put people first, process second – putting your fundraisers at the heart of what you do
  36. 36. The challenge for GOSHCC 1. How to talk about In Memory? 2. How to support networks – peer to peer giving? 3. How to support activity across different teams and income streams? 4. How to work in the same space as the rest of our fundraisers’ lives – going digital 5. How to make it personal?
  37. 37. Our solution Brighter Future Funds – a tribute fund product integrated across all income streams 1. Positive imagery and a clear identity 2. Stable online platform to enable peer to peer 3. Ability to personalise 4. Income allocated to activity 5. Umbrella of stewardship and relationship management
  38. 38. Isla’s story
  39. 39. Isla was the most enchanting little granddaughterwe could ever have asked for. She had a wonderful character and made such an impression on us all in her short life which was tragically taken away by a rare brain tumour. We lived next door, and quickly became friend with Mikey and Anna. We were so thrilled when they had Isla, a playmate for our daughter, and the smiliest little neighbour anyone could ask for. Over a year ago I met a wonderful little girl and was asked to be her nanny. From the first day I looked after Isla, I fell in love with her. Last year my colleagueMikey & his wife Annie tragically lost their little girl Isla to a rare brain tumour. Isla was a wonderful little niece and cousin,who although so young when she died, has left a huge hole in our lives. Last November my friends Mikey and Anna Cecil tragically lost their 15 month year old daughter People give to people – creating networks
  40. 40. People are social and give to people Isla’s Brighter Future Fund •100 cyclists on Isla’s Tour •200 Twitter followers •366 Facebook likes •1152 donations •51 JustGiving pages •15 events •Over £150,000 raised
  41. 41. Putting people first, process second: working across income streams Tribute Team Special Events Challenge Team Community Team Isla’s Tour Donations Windsor Race Night Shakespeare Half Marathon Safaricom Marathon London to BrightonBritish 10kGreat North Run
  42. 42. And does it work? •Raised £280k (year 1) against a £100k target •65 funds (against a 50 fund target) •Positive feedback “Isla really was the most wonderful little daughter we could have wished for. No parent should have to go through what we experienced hence why we have set up the Isla Cecil Brighter Future Fund. Help us celebrate the life of Isla Cecil and help us to create a brighter future for children and families at Great Ormond Street Hospital”
  43. 43. Key steps for supporting In Memory networks and events Acknowledge and support In Memory as a motivation Put people first and internal process second Accept you will need to go above and beyond – this is very personal Find a way to talk about In Memory, even if you are not an end-of-life charity Use digital solutions – let people build their network
  44. 44. People are... People are online People are mobile People are social People give to people People are motivated
  45. 45. What have these animals got in common?
  46. 46. Question: Fill in the gap “Buy djkaldjaldjaslj in a jar and help the kids at Great Ormond Street” a) A spider b) A ghost c) Brangelina’s breath
  47. 47. How much did this page raise? And for a bonus point... ?
  48. 48. Guess the movies
  49. 49. What do these pets have in common?
  50. 50. What can you buy in a jar?
  51. 51. Don’t worry Brangelina’s breath is available though
  52. 52. How much did this page raise?
  53. 53. Guess the movie
  54. 54. www.justgiving.com/teams/save-at-the-movies
  55. 55. Any questions? Katie Simmons – Senior fundraising manager katie.simmons@gosh.org @simmonskt Gemma Randall – Head of charity partnerships gemma@justgiving.com @JustGiving Graham Tyrrell – Head of digital graham.tyrrell@maggiescentres.org @maggiescentres

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