Fundraising and social media with Dogs Trust and JustGiving

Fundraising through Social Media at the Dogs Trust Alex Goldstein Digital Marketing Officer DogsTrust Jonathan Waddingham Digital Strategist JustGiving

Good Morning! • Responsible for DogsTrust social media presence • Looks after dogstrust.co.uk, doggysnaps.com • Digital Marketing, email marketing and more.. • Work with charities to make best use of the web • Research online giving trends to provide insight • Manage JustGiving‟s social media strategies www.slideshare.net/jwaddingham

What we’ll talk about Latest social media stats Social media & JustGiving DogsTrust & Twibbon DogsTrust & other social media fundraising – Facebook and Waggy Walks Thoughts for the future

Online is social

Online social networks Global web users spent an average of approximately 5.5 hours on social networks in February 2010. This is an increase of more than two hours versus the same period in 2009. Nielsen, February 2010

Twitter is still growing 105 million users

Facebook is still growing too >400 million users >50% users log in every day Average user spends 55 mins per day on Facebook http://www.facebook.com/press/info.php?statistics

Social network users are older than you think... 37 (Source: pingdom.com)

JustGiving traffic and Social Media Direct Facebook Twitter

BETA Facebook app 135k 514k

JustGiving guide to social media fundraising http://bit.ly/SMguide

Facebook Connect http://developers.facebook.com/connect.php

www.protectthehuman.com

Facebook Connect and JustGiving http://icanhaz.com/connectJG

Where people come from on Facebook to JustGiving Percentage of Facebook visits to JustGiving from Facebook newsfeed 66% Percentage of Facebook visits to JustGiving from Facebook inbox 1%

Facebook “liking” http://developers.facebook.com/plugins

Twibbon, DogsTrust & JustGiving

http://twitter.com/twibbon/status/8851013291

http://twitter.com/dogstrust/status/8850734779

Twibbon supporters

www.justgiving.com/Valentines-Twibbon

The results http://twibbon.com/join/Dogs-Trust-Valentine-Appeal

The results Avg donation £6 10% Conversion rate Each Twibbon‟s 60p value

Why did this work? Great existing community Clear call to action Low effort Timely – Valentine‟s day Find out more at http://bit.ly/JGTwibbon

Dogs Trust on Facebook: Before A community of 63,000+ supporters A PayPal donation button Dogs Trust and supporter comments visible Best case scenario target (£2 per supporter)

Dogs Trust on Facebook: During Short timeline: 24 hours Updates on totals and average donations Trailers – “update coming at 4pm” “Shopping list” of what can be done with different amounts of money

Dogs Trust on Facebook: After £1,500 raised by 370 people: avg donation £4 January was the right time to do it: a dog is for life, not just for Christmas Demands to remind people monthly: “more personal than direct debit” Could try a different approach every month (Twibbon followed in February) No easy way of claiming Gift Aid or collecting supporter data using PayPal Followed up with congratulations „certificate‟

Waggy Walks: digital media then social media Four mailings over August, September and October 2009 Two individual mailings, two general mailings Each mailing had 300,000 recipients 30,000 registrants 5,000 of which completed walks £50,000 raised (but not everyone raised money) Social media more active during / after event than before: twitpic, hashtags, Flickr

Waggy Walks: October 2010 Registration fees keep fundraisers focussed Pre-emptively set up photo album, hashtag etc Email still has a great deal of value for events More info to come for 2010!

Promoting social pages Sent to every registrant of www.dogstrust.org.uk Immediate spike of 1,000 „fans‟ when first started Around 2,000 sent every week Average of 800 new Facebook „likes‟ per week Followed on from DoggySnaps emails

Cross-promotion

Things to think about Pre-existing communities are good – use them Use your supporters‟ networks Simple beats complicated every time Allow as much sharing as possible Quirky and different helps – and fun too Timeliness – is it relevant? Test your assumptions, and fail fast Don‟t forget email!

The future of social media fundraising? Seamless donations on mobile apps Seamless donations on social networks Rich charity sites that are totally integrated with social networks Hyper-local fundraising powered by location based social networks and mobile apps

Carry on the conversation Jonathan Waddingham Alex Goldstein jonathan@justgiving.com alex.goldstein@dogstrust.org.uk @jon_bedford @mokuska http://blog.justgiving.com @dogstrust slideshare.net/jwaddingham http://dogstrustblog.blogspot.com http://bit.ly/JWblog http://www.dogstrust.org.uk Search LinkedIn Search LinkedIn

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Fundraising and social media with Dogs Trust and JustGiving

by Jonathan Waddingham

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Fundraising and social media with Dogs Trust and JustGiving Presentation Transcript