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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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  • 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
  • Transcript

    • 1. How people use Facebook and how to help them spread their messages
      Jonathan Waddingham
      @jon_bedford
      Product Manager @JustGiving
    • 2. 2.5%
      Twitter
      59%
      Facebook
      3%
      JustGiving.co.uk
      Referral traffic last month
    • 3. About JustGiving...
      11m+
      have helped
      over 8000 charities
      over£700m
      raised
    • 4. 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
    • 5. Who’s seen this?
    • 6. But have you seen this?
      www.justgiving.com/fbcartoon
    • 7. Or this?
      http://just.ly/FBreddit
    • 8. (which led to this)
      www.justgiving.com/jagregory
    • 9. 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
    • 10. This is *not* new
    • 11. 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
    • 12. The atheist bus phenomenon
      www.justgiving.com/atheistbus
    • 13. 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
    • 14. Rage against the x factor
      http://bit.ly/inthename
    • 15. Encouraging fundraising after a download
      www.justgiving.com/ratm4xmas
    • 16. 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?
    • 17. Why is Facebook important to us?
    • 18. Ways of asking vs ways of donating on JustGiving
    • 19.
    • 20. So what do we do to help?
    • 21. http://just.ly/ConnectJG
      Facebook Connect and JustGiving
    • 22. Facebook like on JustGiving
      www.justgiving.com/fbcartoon
    • 23. 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
    • 24. You get great stats from Facebook Insights
      www.facebook.com/insights
    • 25. You get great stats from Facebook Insights
    • 26. 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
    • 27. Traffic has increased from Facebook
      July 51%
      November
      59%
    • 28. The JustGiving Facebook app v1
      735k
      users
      http://apps.facebook.com/justgiving
    • 29. The JustGiving Facebook app v2
      36k
      users
      http://apps.facebook.com/justgivingapp
    • 30. The JustGiving Facebook app v3 (coming soon)
    • 31. (there’s a Christmas virtual gifts app too)
      http://apps.facebook.com/justgivinggifts
    • 32. 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
    • 33. But enough about us
      http://www.flickr.com/photos/mada299
    • 34. What you can do today (or tomorrow)
      http://developers.facebook.com/plugins
    • 35. It is very easy
    • 36. The SAS use them
      (no not *that* SAS)
      http://www.sas.org.uk/
    • 37. Not to mention Cancer Research UK
      http://www.cancerresearchuk.org/
    • 38. “Social proof” (buzzword bingo)
      http://www.ridekicks.com/
    • 39. Foursquare does this well too
      http://foursquare.com/
    • 40. Plugins are on CNN
      http://edition.cnn.com/
    • 41. See what your friends like
      http://likebutton.me/
    • 42. How comfortable are your audience with sharing?
      http://facebookfails.com
    • 43. Social plugins alone do not a social website make
      http://xkcd.com/355
    • 44. 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
    • 45. Carry on the conversation
      Jonathan Waddingham
      jonathan@justgiving.com
      @jon_bedford
      @justgiving
      http://blog.justgiving.com
      slideshare.net/jwaddingham