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.

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

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