Nick Aldridge & Ria Fleming, MissionFish UK

Thursday 24 th November 2011 NCVO: Sustainable Funding Conference The secrets to learning more online Nick Aldridge, CEO, MissionFish UK Ria Fleming, Head of Campaigns, MissionFish UK

The fundraising challenge: Fewer, older, less spontaneous
Growing reliance on older donors
Giving rates are currently lower among the youngest households.
Casual giving less prevalent e.g. collections tins, raffle tickets
59% concerned that charities spent donations on admin + fundraising.
57% of 16-24s concerned charities don’t respect their supporters
Non-donors, DCLG Citizenship Survey 2008/9

Is digital the answer?
KEY TRENDS Convergence of TV and internet Internet will remain the perfect medium for rapid trends The web will only increase in its interactivity and personalisation The web has the power to be a leveller between big and small Nobody can escape The mobile is in the ascendant Digital = mainstream mobile social

Seizing the opportunity and engaging in conversation

Talk (and listen) to supporters and fundraisers

RECOMMENDATIONS, TIPS AND CASE STUDIES
What next?

A golden era for feedback “ The truth is, people have always been having these conversations about your organisation, but now you actually have a chance to respond to concerns and open up dialogue.” Amy Sample-Ward, NTEN

Advocates – find them, nurture them “ after wishing one woman luck with a charity run, she started to engage with us on Twitter. In 2012 she’s planning to run the Virgin London Marathon and raise money for us with her husband and two friends. If you engage with people online, and start a good conversation they can eventually become advocates – bringing in their family and friends as supporters too.” Jack Cumming, e-Commerce Manager, AICR

It takes (a lot) more time than you think “ The level of workload has certainly surprised us. If you just want to use social media as a broadcasting tool then it probably doesn’t take so much time, but to make the most of it is a full-time job for us.” Steve Taylor, League Against Cruel Sports

SOCIAL MEDIA IN FUNDRAISING
But is it working?

The hat
£81,101 raised through the eBay auction for children’s charities
“ Organic” social media strategy didn’t happen, but it turbocharged the auction

Social Media in eBay fundraising: Comic Relief £16,550

Elephant Family: Jungle City

For more information…
www.missionfish.org.uk/research
Online fundraising & social media:
Current trends & predictions
Principles & rules for success
Practical tips for online projects
Case studies of online initiatives

Nick Aldridge & Ria Fleming, MissionFish UK

by NCVO - The National Council for Voluntary Organisations

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