IOF 2011: How to optimise online fundraising (Cancer Research UK & JustGiving)

Joanne Warner – Cancer Research UK
Jamie Parkins – JustGiving
How to optimise online fundraising

What we aim to cover
Race For Life in numbers
Challenges facing Race For Life in 2011
How these challenges were met with online solutions
Lessons Learnt
Review & Close

http://www.flickr.com/photos/wheatfields/1613703355/
Stand up please

Race For Life video

Optimizing #1 – Page Creation Process
Challenge: How to make the process so easy more people would decide to raise money online
Solution: Make the page creation an integral part of the registration by adopting the JustGiving APIs

Map & Test the UX

Sketch, rip up and sketch again!

Ensure the message & calls to action work
http://www.flickr.com/photos/lars_in_japan/4979723158/

http://www.flickr.com/photos/nachtnebel/4391851392/
Get Developers talking

http://www.flickr.com/photos/halasi_zsolt/5149140091/
Give yourself time

37% of entrants are creating pages an increase of 42% on last year
18% more people are actively fundraising online
Average donation is 3% higher than in previous years
Average donations per used page is 7% less than 2010
Nominated for Technology4Good award for Fundraising
Innovation

Map, test and settle on the user journey early!
Get development teams to test the APIs from ever angle
Give yourself time
Ensure the tone, the messaging and the calls to action are consistent between platforms

Optimizing #2 – Text Donating
Challenge: How to enable people taking part in the event to explore new donation opportunities
Solution: JustTextGiving
“You can now also get text donations to your page. Log in to your account and go to your page to create a unique six-digit code, then share it with your friends and family so they can sponsor you via text message. It's a great way to encourage people who haven't got round to sponsoring you, especially after your event”.

Slacktivism works!
Comic Relief 2011 raised £15.17m by text donations – the highest raised through text donations ever!
The American Red Cross raised $8m in 48 hours following the earthquake in Haiti
The total donated by text to the DEC through appeals is around 18%
The number of smartphone transactions on JustGiving has doubled since introducing mobile views

JustTextGiving in the wild…

Signs and Symptoms
In the first three weeks we had more than 97,000 downloads.
The apps help you
to find out all about the key possible signs and symptoms of cancer,
and encourages you to get checked out should you ever notice any of these
Our latest update looked at ways we can increase fundraising opportunities through our apps, in order to maximise income for the charity.

Phones Out!
http://www.flickr.com/photos/williamhook/4742869256/

Help Betty hit her target!
TextGRAN88 £2 to 70070

Optimizing #3 – Mobile Views
Challenge: How to bring Race for Life experience onto mobile
Solution: Optimise donation flow for mobile donors viewing any page on raceforlifesponsorme.org

% of JustGiving visits by mobile device
Approx 25k visits per month
Growth rate of 80% in 2011
Mobile accounts for 15% of all page views
Mobile donations doubled since Dec 2010

Mobile sites

Donation Process

Optimizing #4 – Mobile Apps
Challenge: How to engage fundraisers
Solution: Utilise Mobile apps to engage, delight and inspire

British Forces Foundation

Optimizing #5 – Sharing
Challenge: How to enable social sharing
Solutions:
Twitter Integration into Race For Life
Facebook integration into Race For Life
Email Campaigns

Fundraiser of the week
Donate to specific charity campaign
Celebrity campaigns

Let Your Fundraisers Tweet!

In one given week Race For Life entrants create approx
4,500 tweets to their pages
To a collective audience of 2.3m followers
From 2,750 unique accounts

Optimizing #5 – Email Campaigns

Lessons Learnt
http://www.flickr.com/photos/quinnanya/5038191598/

Lessons Learnt
Get developers and UX designers around a table early!
Think of the end user – keep it simple
Enable fundraisers and donors to participate via multiple channels in multiple ways
Accept and be prepared for regular change
Two brands can work together (online and offline)

Recap
http://www.flickr.com/photos/riggzy/3363502084/

Recap – Utilize New Technologies
APIs
SMS Donations
Mobile Views
Mobile Apps
Social Tools

APIs offer charities greater control of the user experience.
Optimizing sign up and page creation flows can drive increased fundraiser activity.
SMS donations will empower charities, fundraisers & donors. Harness the power of the crowd!
People are participating on their mobiles – are you available to them?
Apps can be expensive – utilize what’s out there.
Be part of the online conversation and help to inspire fundraiser or donor participation.

Lets check our fundraiser page!
100%?

Joanne Warner@JoanneWarner
Jamie Parkins
@JustGivingJamie

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IOF 2011: How to optimise online fundraising (Cancer Research UK & JustGiving)

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IOF 2011: How to optimise online fundraising (Cancer Research UK & JustGiving) Presentation Transcript