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


Published on

Copy of the joint presentation from the 2011 IOF Conference entitled How to Optimise Online Fundraising, presented by Jo Warner of Cancer Research UK and Jamie Parkins of JustGiving

Published in: Technology, Health & Medicine

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

  1. 1. Joanne Warner – Cancer Research UK<br />Jamie Parkins – JustGiving <br />How to optimise online fundraising<br />
  2. 2. What we aim to cover<br />Race For Life in numbers<br />Challenges facing Race For Life in 2011<br />How these challenges were met with online solutions<br />Lessons Learnt<br />Review & Close<br />
  3. 3.<br />Stand up please<br />
  4. 4. Race For Life video<br />
  5. 5. Optimizing #1 – Page Creation Process<br />Challenge: How to make the process so easy more people would decide to raise money online<br />Solution: Make the page creation an integral part of the registration by adopting the JustGiving APIs<br />
  6. 6. Map & Test the UX<br />
  7. 7. Sketch, rip up and sketch again!<br />
  8. 8. Ensure the message & calls to action work<br /><br />
  9. 9.<br />Get Developers talking<br />
  10. 10.<br />Give yourself time<br />
  11. 11.
  12. 12. Optimizing #1 – Page Creation Process<br /><ul><li>37% of entrants are creating pages an increase of 42% on last year
  13. 13. 18% more people are actively fundraising online
  14. 14. Average donation is 3% higher than in previous years
  15. 15. Average donations per used page is 7% less than 2010
  16. 16. Nominated for Technology4Good award for Fundraising </li></ul> Innovation <br />
  17. 17. Optimizing #1 – Page Creation Process<br />Map, test and settle on the user journey early!<br />Get development teams to test the APIs from ever angle<br />Give yourself time<br />Ensure the tone, the messaging and the calls to action are consistent between platforms<br />
  18. 18.
  19. 19.
  20. 20.
  21. 21. Optimizing #2 – Text Donating<br />Challenge: How to enable people taking part in the event to explore new donation opportunities<br />Solution: JustTextGiving<br />“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”. <br />
  22. 22. Slacktivism works!<br />Comic Relief 2011 raised £15.17m by text donations – the highest raised through text donations ever! <br />The American Red Cross raised $8m in 48 hours following the earthquake in Haiti <br />The total donated by text to the DEC through appeals is around 18%<br />The number of smartphone transactions on JustGiving has doubled since introducing mobile views <br />
  23. 23.
  24. 24. JustTextGiving in the wild…<br />
  25. 25. Signs and Symptoms<br />In the first three weeks we had more than 97,000 downloads. <br />The apps help you<br /><ul><li> to find out all about the key possible signs and symptoms of cancer,
  26. 26. and encourages you to get checked out should you ever notice any of these</li></ul>Our latest update looked at ways we can increase fundraising opportunities through our apps, in order to maximise income for the charity.<br />
  27. 27. Phones Out!<br /><br />
  28. 28.
  29. 29. Help Betty hit her target!<br />TextGRAN88 £2 to 70070<br />
  30. 30. Optimizing #3 – Mobile Views<br />Challenge: How to bring Race for Life experience onto mobile<br />Solution: Optimise donation flow for mobile donors viewing any page on<br />
  31. 31. % of JustGiving visits by mobile device<br />Approx 25k visits per month<br />Growth rate of 80% in 2011<br />Mobile accounts for 15% of all page views<br />Mobile donations doubled since Dec 2010<br />
  32. 32. Mobile sites<br />
  33. 33. Donation Process<br />
  34. 34. Optimizing #4 – Mobile Apps<br />Challenge: How to engage fundraisers<br />Solution: Utilise Mobile apps to engage, delight and inspire<br />
  35. 35.
  36. 36.
  37. 37. British Forces Foundation<br />
  38. 38. Optimizing #5 – Sharing<br />Challenge: How to enable social sharing<br />Solutions: <br /> Twitter Integration into Race For Life<br /> Facebook integration into Race For Life<br /> Email Campaigns<br />
  39. 39.
  40. 40. Fundraiser of the week<br />Donate to specific charity campaign<br />Celebrity campaigns<br />
  41. 41.
  42. 42. Let Your Fundraisers Tweet!<br />
  43. 43. In one given week Race For Life entrants create approx<br />4,500 tweets to their pages<br />To a collective audience of 2.3m followers<br />From 2,750 unique accounts<br />
  44. 44. Optimizing #5 – Email Campaigns<br />
  45. 45. Lessons Learnt<br /><br />
  46. 46. Lessons Learnt<br />Get developers and UX designers around a table early!<br />Think of the end user – keep it simple<br />Enable fundraisers and donors to participate via multiple channels in multiple ways<br />Accept and be prepared for regular change<br />Two brands can work together (online and offline)<br />
  47. 47. Recap<br /><br />
  48. 48. Recap – Utilize New Technologies<br />APIs<br />SMS Donations<br />Mobile Views<br />Mobile Apps<br />Social Tools<br />
  49. 49. APIs offer charities greater control of the user experience.<br />Optimizing sign up and page creation flows can drive increased fundraiser activity.<br />SMS donations will empower charities, fundraisers & donors. Harness the power of the crowd!<br />People are participating on their mobiles – are you available to them?<br />Apps can be expensive – utilize what’s out there.<br />Be part of the online conversation and help to inspire fundraiser or donor participation.<br />
  50. 50. Lets check our fundraiser page!<br />100%?<br />
  51. 51. Joanne Warner@JoanneWarner<br />Jamie Parkins<br />@JustGivingJamie<br />