The future of Facebook fundraising - IoF National Convention 2012

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Facebook is the world's largest social network and charities are keen to create communities and engage with supporters there, yet few are using any of Facebook's tools to raise any money effectively. Based on data from Facebook and JustGiving, we show you how to prompt donors to share their donations and the pound value of a Facebook share compared to other social networks. You'll also hear Facebook's own advice to charities on using the platform, and how a charity has successfully done so.

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  • https://www.justgiving.com/Johnnie-Boden – raised £37kTogether, they launched the  Face of Mini Boden campaign. By making a £5 donation to Kids Company, visitors to Boden’s Facebook page can submit a photo of their child. One lucky little one will be chosen to be the next face of Mini Boden, the company’s range for youngsters.
  • The future of Facebook fundraising - IoF National Convention 2012

    1. 1. The future ofFacebook fundraisingJonathan Waddingham Rosa Birch@jon_bedford @rosabirchProduct Manager @justgiving FacebookJuly 2 2012
    2. 2. “What‟s the ROI?” £5-£12
    3. 3. What we‟ll coverWhere we are nowWhy sharing is importantFacebook TimelineCase studiesFacebook hints and tipsThe future
    4. 4. Then...http://weblogs.hitwise.com/robin-goad/2007/09/facebook_and_charities.html
    5. 5. And now...In 2011, Facebook drove over a million donors to JustGivingThey gave £22 million with just under £1 million raised alone frommobile FacebookIn May 2012, 32% of donations came from Facebook, a 130% yearon year growthOver £200,000 raised so far in 2012 through Facebook canvasapplicationBy 2015 we estimate 50% of donations on JustGiving will comefrom Facebook
    6. 6. Connections are happeningon a massive scale 901M 488M People on Facebook Facebook mobile users
    7. 7. 31M+ activeusers in the UK 50%+ of those users return daily Source: Facebook Internal Data, Oct 2011
    8. 8. You get the picture...
    9. 9. But don‟t forget that it‟s about people Facebook Connections 901M people friends of fans: 34X more people than fans Fans
    10. 10. So, how canorganisations useFacebook to spread theirmessage and cause?5 top tips
    11. 11. 1. Make the most of the timelinefeature▪ Curate the history of your organisation with Timeline highlighting important milestones.
    12. 12. 2. Pin featured posts to the top
    13. 13. 3. Set clear guidelines on your pagefrom the start
    14. 14. 4. Create a “ConversationCalendar”▪ Work out a broad publishing strategy to help you manage your page effectively▪ Balance the type of posts you publish
    15. 15. 5. Work with your existingsupporters
    16. 16. Resources at your disposal
    17. 17. Facebook Studio:www.facebook-studio.com
    18. 18. Facebook Tips:www.facebook.com/facebooktips
    19. 19. Non-Profits on Facebook:www.facebook.com/nonprofits
    20. 20. Facebook Pages functionality: neverstaticAs a professional Facebook user, likewww.facebook.com/facebookpages to keep informed
    21. 21. Known issues on FacebookAs a professional Facebook user, likewww.facebook.com/knownissues to check for up-to-date informationabout bugs and issues on the site.
    22. 22. Use Insights tool to learn what‟s working Discover who is connecting with your business by age, gender, and location See who is talking about your business in the past month All Post Types Post Photo Learn what content is most interesting Link and engaging Video Platform Post
    23. 23. Ads and Sponsored Stories Choose your budget Target your ad to the relevant audience Create multiple ads. Refine and replace ads that aren‟t working
    24. 24. 2x increase in engagementwhen users are shown an ad with a friend‟s name in it 68% more likely to remember an ad when associated with a friend‟s name 4x more likely to purchase after seeing an ad associated with a friend‟s name
    25. 25. The power of sharing
    26. 26. Social sponsorship
    27. 27. Donations from Sep 2011 to April 2012 £925,817.73 total £21.50 average donation £4.50 value per share £55,482.48 total £25.18 average £1.80 value per share £21,912.82 total £33.87 average £3.30 value per share £1,000,000
    28. 28. Updates from fundraisers are evenmore powerful
    29. 29. The impact of a share here is massive £12
    30. 30. Sonny‟s law – after every action, shareRegistered for an event?Made a donation?Signed a petition?Signed up for newsletter?Watched a video?Encourage people to tell their friendsAnd get them to say WHY their friends will be interested
    31. 31. Think about *what* gets sharedWhat content is pre-filled in a tweet button?Do you ensure people are prompted to follow you after tweeting?What content is pre-filled on a Facebook share? A like?What do you offer the user? Awesome awesomeness?
    32. 32. The future: doing *is* sharing
    33. 33. Remembering
    34. 34. Facebook Timeline
    35. 35. Timeline integration
    36. 36. Some „inspiration‟http://www.toodlepip.co.uk/blog/2011/09/18-daft-facebook-buttons
    37. 37. Greater context, more reach
    38. 38. Aggregations showcase charities toohttps://developers.facebook.com/docs/opengraph/
    39. 39. Merlin Facebook donor acquisitioncampaignCreate an online campaign reflecting theme of the Merlin Christmas„Heroes‟ donor appealIt must: Work for donor development and acquisition Have a clear, strong call to action Have a strong interactive feel for new audiencesEncourage „member-get-member‟; content must be strong and simpleenough for people to want to share
    40. 40. Facebook appInteractive creative engages withoutcomeDonation process via JustGivingFacebook appDonors‟ comments were pulled into the tab post-donation usingJustGiving API to encourage othersto donate
    41. 41. Donor feedback
    42. 42. Facebook updates: direct cash askThey updated Facebook with a direct cash ask and clearcall to action, interspersed between campaign updatesand other news to encourage donations
    43. 43. The results?Average donation £8.58Winner „best use of tech‟ JG Awards 2012 Lots of learning
    44. 44. Boden and kids company £37k http://just.ly/miniboden
    45. 45. Integrating with Facebookhttp://lumenbigott.com/social-media-shoes/
    46. 46. Use Facebook plugins
    47. 47. There are loads of useful pluginshttp://developers.facebook.com/docs/plugins/
    48. 48. And they‟re super easy to use
    49. 49. Even the SAS use Facebook plugins!
    50. 50. Pro tip – trackinghttp://www.google.com/support/analytics/bin/answer.py?answer=55578
    51. 51. Google analytics social tracking http://bit.ly/GA_social
    52. 52. One last thingwww.flickr.com/photos/graft/1600789262
    53. 53. 488M+mobile users each month
    54. 54. Who do you want to be?
    55. 55. Mobile optimisation is really important
    56. 56. You can cheat by using social media
    57. 57. Growth of mobile % mobile visits to JustGiving 35% 32% 30% 25% 20% 15% 15% 10% 6% 5% 0% April 2010 April 2011 April 2012
    58. 58. Growth of mobile Facebook % Facebook mobile traffic 12% 11% 10% 8% 6% 4% 4% 2% 0.18% 0% April 2010 April 2011 April 2012
    59. 59. What‟s not to like?Encourage shares as much as possibleIntegrate if you canFundraising is possibleTest and learnThink mobile
    60. 60. Rosa BirchFacebook@rosabirchfacebook.com/rosa.birchJonathan WaddinghamProduct Manager @justgiving@jon_bedfordslideshare.net/jwaddingham

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