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How people use Facebook and how to help them spread their messages
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How people use Facebook and how to help them spread their messages

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This presentation shows recent (and old) examples of how people have used Facebook to fundraise and why they were successful. It also shows how JustGiving enables people to raise more by integrating ...

This presentation shows recent (and old) examples of how people have used Facebook to fundraise and why they were successful. It also shows how JustGiving enables people to raise more by integrating with Facebook as well as how you can use their tools to make your content more personalised and add more value.

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http://laurelpapworth.com 1550
http://blog.justgiving.com 508
http://www.fundraising.co.uk 151
http://feeds.feedburner.com 145
http://livefreerange.wordpress.com 38
http://chrisamccoy.com 29
http://www.livefreerange.com 11
http://causegeek.com 10
http://chrisamccoy.tumblr.com 4
http://www.digitalunchained.com 3
http://www.newsblur.com 3
http://www.feedblitz.com 3
http://plus.url.google.com 3
http://digg.com 2
http://feedly.com 2
http://ecobioetica.org.ar 2
http://flavors.me 2
http://www.onlydoo.com 2
http://www.google.co.uk 1
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  • 22 Million in the UK
  • Direct Traffic, Traffic from Facebook, Traffic from Twitter. 40%, 17%, 1%
  • People were prompted to take survey after making a donation to an online fundraising pageDonation could have been made to any size charity in any categorySurvey carried out from 13th August 2009 to 26th May 201010,063 people took the survey
  • Find a charity example too.Not just fundraising – campaigning, can be action, participation, engagement.
  • 36k

How people use Facebook and how to help them spread their messages How people use Facebook and how to help them spread their messages Presentation Transcript

  • How people use Facebook and how to help them spread their messages
    Jonathan Waddingham
    @jon_bedford
    Product Manager @JustGiving
  • 2.5%
    Twitter
    59%
    Facebook
    3%
    JustGiving.co.uk
    Referral traffic last month
  • About JustGiving...
    11m+
    have helped
    over 8000 charities
    over£700m
    raised
  • What we’ll cover
    How people have used Facebook to campaign & raise money
    How we’re integrating with Facebook & why it’s important
    What we’ve learnt and how you can help messages spread
  • Who’s seen this?
  • But have you seen this?
    www.justgiving.com/fbcartoon
  • Or this?
    http://just.ly/FBreddit
  • (which led to this)
    www.justgiving.com/jagregory
  • Why did they work?
    The trend was already popular, needed no explanation
    Was easy to support
    The communities involved were engaged
    Connected with a desire for real action
    Easy to share
  • This is *not* new
  • The first big Facebook fundraising campaign
    www.facebook.com/group.php?gid=32985131033
    www.guardian.co.uk/commentisfree/2008/jun/20/transport.religion
    Stated with an article…
    ... followed by a Facebook group
  • The atheist bus phenomenon
    www.justgiving.com/atheistbus
  • Quirky and different – a shared passion
    Easy to share
    Used social media to connect a group of like minded people
    Organisation was prepared to lose a certain amount of control
    Why did this work?
    http://just.ly/atheistbus
  • Rage against the x factor
    http://bit.ly/inthename
  • Encouraging fundraising after a download
    www.justgiving.com/ratm4xmas
  • Quirky and different – a shared passion
    Easy to share
    Used social media to connect a group of like minded people
    Became a movement
    Why did this work?
  • Why is Facebook important to us?
  • Ways of asking vs ways of donating on JustGiving
  • So what do we do to help?
  • http://just.ly/ConnectJG
    Facebook Connect and JustGiving
  • Facebook like on JustGiving
    www.justgiving.com/fbcartoon
  • Facebook Like buttons and JustGiving
    61,567
    Number of likes from 29 September to 4th December
    26,981
    Number of visits from links that were liked
    YAY
    1 like = 3 visits
  • You get great stats from Facebook Insights
    www.facebook.com/insights
  • You get great stats from Facebook Insights
  • We even have a *rough* ROI
    If 6 likes = 1 donation
    1 like ~ 1/6th of a donation
    Average donation is £32
    1 like ~ £5
    £134,000
  • Traffic has increased from Facebook
    July 51%
    November
    59%
  • The JustGiving Facebook app v1
    735k
    users
    http://apps.facebook.com/justgiving
  • The JustGiving Facebook app v2
    36k
    users
    http://apps.facebook.com/justgivingapp
  • The JustGiving Facebook app v3 (coming soon)
  • (there’s a Christmas virtual gifts app too)
    http://apps.facebook.com/justgivinggifts
  • Facebook apps – what we’ve learnt
    You need to budget not only for build, but for maintenance
    Facebook’s platform changes frequently (often without warning)
    They must now be optimised for sharing content
    If you build it, they won’t come
  • But enough about us
    http://www.flickr.com/photos/mada299
  • What you can do today (or tomorrow)
    http://developers.facebook.com/plugins
  • It is very easy
  • The SAS use them
    (no not *that* SAS)
    http://www.sas.org.uk/
  • Not to mention Cancer Research UK
    http://www.cancerresearchuk.org/
  • “Social proof” (buzzword bingo)
    http://www.ridekicks.com/
  • Foursquare does this well too
    http://foursquare.com/
  • Plugins are on CNN
    http://edition.cnn.com/
  • See what your friends like
    http://likebutton.me/
  • How comfortable are your audience with sharing?
    http://facebookfails.com
  • Social plugins alone do not a social website make
    http://xkcd.com/355
  • A few small takeaways
    Facebook is being used for campaigning and sharing the things people care about
    This is not a new trend – it’s what people do
    Facebook apps are great, but they do need looking after
    Social plugins are an easy way of adding value and personalisation
    Look after your users (and their data), some won’t want to share
  • Carry on the conversation
    Jonathan Waddingham
    jonathan@justgiving.com
    @jon_bedford
    @justgiving
    http://blog.justgiving.com
    slideshare.net/jwaddingham