Digital is main stream – over 70% of households have broadband. Particularly prevalent among young people. Regular internet on mobile usage is growing rapidly. Over 40% of adults 25-34 use mobile for internet browsing, v’s under 20% in 2008. Increasing number of people using social networking – highest among 15-34 year olds.
Whilst more and more charities are going online, using it as fundraising tool isn’t the most important use. Charities are realising that the online world, and social media in particular is a place to connect, inform, discuss, and not a place for straightforward asking for money. But that doesn’t mean that no money is being raised online. Indeed, since we last did this research the amount raised online has increased by 85%. True, the numbers are small – in 2007 2% of voluntary income came from online fundraising. That number now stands at 3.7%. And the amount raised per staff member fundraising online is now greater than staff members in the recruitment/acquisition teams. Also, interesting there has been an increase in the number of people entering content on websites. While fewer people are in a dedicated role connected to websites, larger numbers are updating and adding content.
Also, Bertie Bosredon from Breast Cancer Care: “We used to assume that we knew what our followers wanted online. However, we are now much more responsive to what people are saying in user groups and in the comments on social media. We also do user testing of our website and heed recommendations from users on how we can improve the layout and information.”
Also quotes from Steve Taylor re reaching out to more people; Tom Latchford about how long it takes to engage someone online.
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
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
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