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Fundraising through Social
Media at the Dogs Trust

Alex Goldstein
Digital Marketing Officer
DogsTrust


Jonathan Waddingh...
Good Morning!

  • Responsible for DogsTrust social media presence
  • Looks after dogstrust.co.uk, doggysnaps.com
  • Dig...
What we’ll talk about

Latest social media stats


Social media & JustGiving


DogsTrust & Twibbon


DogsTrust & other soc...
Online is social
Online social networks

 Global web users spent an average of approximately 5.5
 hours on social networks in February 2010...
Twitter is still growing




                           105 million
                             users
Facebook is still growing too



   >400
   million
   users              >50% users
                      log in every
  ...
Social network users are older than you think...


                                         37




                (Source...
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
         ...
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




                 ...
Why did this work?
Great existing community


Clear call to action


Low effort


Timely – Valentine‟s day




           ...
Dogs Trust on Facebook: Before
A community of 63,000+ supporters


A PayPal donation button


Dogs Trust and supporter com...
Dogs Trust on Facebook: During
Short timeline: 24 hours


Updates on totals and average donations


Trailers – “update com...
Dogs Trust on Facebook: After
 £1,500 raised by 370 people:
 avg donation £4

January was the right time to do it:
a dog i...
Waggy Walks: digital media then social media
Four mailings over August, September and
October 2009

Two individual mailing...
Waggy Walks: October 2010

Registration fees keep fundraisers focussed


Pre-emptively set up photo album, hashtag etc


E...
Promoting social pages

Sent to every registrant of www.dogstrust.org.uk


Immediate spike of 1,000 „fans‟ when first star...
Cross-promotion
Things to think about
Pre-existing communities are good – use them

Use your supporters‟ networks

Simple beats complicate...
The future of social media fundraising?

Seamless donations on mobile apps




Seamless donations on social networks




R...
Carry on the conversation
Jonathan Waddingham          Alex Goldstein

jonathan@justgiving.com      alex.goldstein@dogstru...
Fundraising and social media with Dogs Trust and JustGiving
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Fundraising and social media with Dogs Trust and JustGiving

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How DogsTrust used JustGiving & Twibbon to raise money, and more social media fundraising advice from the Institute of Fundraising's Technology groups' annual conference.

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Transcript of "Fundraising and social media with Dogs Trust and JustGiving"

  1. 1. Fundraising through Social Media at the Dogs Trust Alex Goldstein Digital Marketing Officer DogsTrust Jonathan Waddingham Digital Strategist JustGiving
  2. 2. 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
  3. 3. 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
  4. 4. Online is social
  5. 5. 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
  6. 6. Twitter is still growing 105 million users
  7. 7. 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
  8. 8. Social network users are older than you think... 37 (Source: pingdom.com)
  9. 9. JustGiving traffic and Social Media Direct Facebook Twitter
  10. 10. BETA Facebook app 135k 514k
  11. 11. JustGiving guide to social media fundraising http://bit.ly/SMguide
  12. 12. Facebook Connect http://developers.facebook.com/connect.php
  13. 13. www.protectthehuman.com
  14. 14. Facebook Connect and JustGiving http://icanhaz.com/connectJG
  15. 15. 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%
  16. 16. Facebook “liking” http://developers.facebook.com/plugins
  17. 17. Twibbon, DogsTrust & JustGiving
  18. 18. http://twitter.com/twibbon/status/8851013291
  19. 19. http://twitter.com/dogstrust/status/8850734779
  20. 20. Twibbon supporters
  21. 21. www.justgiving.com/Valentines-Twibbon
  22. 22. The results http://twibbon.com/join/Dogs-Trust-Valentine-Appeal
  23. 23. The results Avg donation £6 10% Conversion rate Each Twibbon‟s 60p value
  24. 24. 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
  25. 25. 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)
  26. 26. 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
  27. 27. 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‟
  28. 28. 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
  29. 29. 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!
  30. 30. 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
  31. 31. Cross-promotion
  32. 32. 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!
  33. 33. 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
  34. 34. 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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