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Lessons to be learnt from supporter-led appeals<br />Jonathan Waddingham<br />@jon_bedford<br />Product Manager @JustGivin...
Ways of asking vs ways of donating on JustGiving<br />
www.facebook.com/group.php?gid=32985131033 <br />www.guardian.co.uk/commentisfree/2008/jun/20/transport.religion <br />An ...
http://bit.ly/JGbus<br />The atheist bus phenomenon<br />
Quirky and different – a shared passion<br />Easy to share<br />Used social media to connect a group of like minded people...
Rage against the x factor<br />http://bit.ly/inthename<br />
Fundraising after download<br />www.justgiving.com/ratm4xmas<br />
Quirky and different – a shared passion<br />Easy to share<br />Used social media to connect a group of like minded people...
The rise of social media and online fundraising<br />
Some context from past trends<br />http://weblogs.hitwise.com/robin-goad/2007/09/facebook_and_charities.html<br />
Looking at current trends...<br />
2%<br />Twitter<br />46%<br />Facebook<br />JustGiving referral traffic<br />
Social network users are older than you think...<br />37<br />(Source: pingdom.com)<br />
An extraordinary Facebook stat<br />74%<br />Sources: Office for National Statistics and checkfacebook.com<br />
http://icanhaz.com/connectJG<br />Facebook Connect and JustGiving<br />
Facebook Connect and JustGiving<br />1:1<br />Percentage of sponsors share their donation with Facebook Connect<br />20%<b...
Facebook app<br />30k<br />740k<br />http://apps.facebook.com/justgivingapp<br />
Virtual Gifts app<br />http://apps.facebook.com/justgivinggifts<br />
But what about Twitter?<br />
Dogs Trust Twibbon fundraising experiment<br />
Dogs Trust Twibbon fundraising experiment<br />
http://twitter.com/dogstrust/status/8850734779<br />
Twibbon supporters<br />
www.justgiving.com/Valentines-Twibbon<br />
The results<br />http://twibbon.com/join/Dogs-Trust-Valentine-Appeal <br />
The results<br />£1,074<br />Total raised<br />179<br />Donations<br />£6<br />Average donation<br />10%<br />Donation con...
The results<br />40%<br />1,682<br />Existing donors<br />Prospects<br />21%<br />New donors<br />39%<br />Anonymous donat...
Did this work?<br />Why did it work?<br />£1,218<br />13:1<br />60p<br />Net income inc Gift Aid<br />Return on investment...
Ways of asking vs ways of donating on JustGiving<br />
7 top tips for social media fundraising<br />Pre-existing communities are good – use them<br />Use your supporters’ networ...
Carry on the conversation...<br />Jonathan Waddingham<br />jonathan@justgiving.com<br />	@jon_bedford<br />http://blog.jus...
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Lessons to be learnt from supporter-led appeals

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Given at charity PR & fundraising in a social media world conference, October 12th 2010.

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  • 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
  • Get the most recent charts
  • Direct Traffic, Traffic from Facebook, Traffic from Twitter. 40%, 17%, 1%
  • 22 Million in the UK
  • In 2009, 37.4 million adults (76 per cent of the UK adult population) accessed the Internet in the three months prior to interview– 75% of UK adult online population is on Facebook27,815,540 UK facebook users
  • Find a charity example too.Not just fundraising – campaigning, can be action, participation, engagement.
  • Monthly Active Users86,2531.2%Daily New Users84726%Total Installed Users676,0470.10%
  • The web is perfect for enabling the coming together of disparate communities
  • 2,111
  • 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
  • Transcript of "Lessons to be learnt from supporter-led appeals"

    1. 1. Lessons to be learnt from supporter-led appeals<br />Jonathan Waddingham<br />@jon_bedford<br />Product Manager @JustGiving<br />
    2. 2. Ways of asking vs ways of donating on JustGiving<br />
    3. 3. www.facebook.com/group.php?gid=32985131033 <br />www.guardian.co.uk/commentisfree/2008/jun/20/transport.religion <br />An article…<br />A Facebook group<br />A community that never knew it existed<br />
    4. 4. http://bit.ly/JGbus<br />The atheist bus phenomenon<br />
    5. 5. Quirky and different – a shared passion<br />Easy to share<br />Used social media to connect a group of like minded people<br />Charity was prepared to lose a certain amount of control<br />http://icanhaz.com/abus <br />Why did this work?<br />
    6. 6. Rage against the x factor<br />http://bit.ly/inthename<br />
    7. 7. Fundraising after download<br />www.justgiving.com/ratm4xmas<br />
    8. 8. Quirky and different – a shared passion<br />Easy to share<br />Used social media to connect a group of like minded people<br />Became a movement<br />Why did this work?<br />
    9. 9. The rise of social media and online fundraising<br />
    10. 10. Some context from past trends<br />http://weblogs.hitwise.com/robin-goad/2007/09/facebook_and_charities.html<br />
    11. 11. Looking at current trends...<br />
    12. 12. 2%<br />Twitter<br />46%<br />Facebook<br />JustGiving referral traffic<br />
    13. 13. Social network users are older than you think...<br />37<br />(Source: pingdom.com)<br />
    14. 14. An extraordinary Facebook stat<br />74%<br />Sources: Office for National Statistics and checkfacebook.com<br />
    15. 15. http://icanhaz.com/connectJG<br />Facebook Connect and JustGiving<br />
    16. 16. Facebook Connect and JustGiving<br />1:1<br />Percentage of sponsors share their donation with Facebook Connect<br />20%<br />For every person who shares a link using Facebook Connect, one person comes back to JustGiving<br />
    17. 17. Facebook app<br />30k<br />740k<br />http://apps.facebook.com/justgivingapp<br />
    18. 18. Virtual Gifts app<br />http://apps.facebook.com/justgivinggifts<br />
    19. 19. But what about Twitter?<br />
    20. 20. Dogs Trust Twibbon fundraising experiment<br />
    21. 21. Dogs Trust Twibbon fundraising experiment<br />
    22. 22. http://twitter.com/dogstrust/status/8850734779<br />
    23. 23. Twibbon supporters<br />
    24. 24. www.justgiving.com/Valentines-Twibbon<br />
    25. 25. The results<br />http://twibbon.com/join/Dogs-Trust-Valentine-Appeal <br />
    26. 26. The results<br />£1,074<br />Total raised<br />179<br />Donations<br />£6<br />Average donation<br />10%<br />Donation conversion<br />http://twibbon.com/join/Dogs-Trust-Valentine-Appeal <br />
    27. 27. The results<br />40%<br />1,682<br />Existing donors<br />Prospects<br />21%<br />New donors<br />39%<br />Anonymous donations<br />http://twibbon.com/join/Dogs-Trust-Valentine-Appeal <br />
    28. 28. Did this work?<br />Why did it work?<br />£1,218<br />13:1<br />60p<br />Net income inc Gift Aid<br />Return on investment<br />Value per Twibbon?<br />Great existing community<br />Clear call to action<br />Timely – Valentine’s day<br />Easy to add the Twibbon<br />Easy to donate<br />Fun<br />
    29. 29. Ways of asking vs ways of donating on JustGiving<br />
    30. 30.
    31. 31. 7 top tips for social media fundraising<br />Pre-existing communities are good – use them<br />Use your supporters’ networks<br />Simple beats complicated<br />Enable as much sharing as possible<br />Ensure content is quirky, different or fun<br />Make it timely – is your appeal relevant?<br />Test your assumptions, and fail fast<br />www.flickr.com/photos/merfam/2155849987<br />
    32. 32. Carry on the conversation...<br />Jonathan Waddingham<br />jonathan@justgiving.com<br /> @jon_bedford<br />http://blog.justgiving.com <br />slideshare.net/jwaddingham<br />http://bit.ly/JWblog <br />Search LinkedIn<br />
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