The future of Facebook fundraising - IoF National Convention 2012

The future ofFacebook fundraisingJonathan Waddingham Rosa Birch@jon_bedford @rosabirchProduct Manager @justgiving FacebookJuly 2 2012

“What‟s the ROI?” £5-£12

What we‟ll coverWhere we are nowWhy sharing is importantFacebook TimelineCase studiesFacebook hints and tipsThe future

Then...http://weblogs.hitwise.com/robin-goad/2007/09/facebook_and_charities.html

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

Connections are happeningon a massive scale 901M 488M People on Facebook Facebook mobile users

31M+ activeusers in the UK 50%+ of those users return daily Source: Facebook Internal Data, Oct 2011

You get the picture...

But don‟t forget that it‟s about people Facebook Connections 901M people friends of fans: 34X more people than fans Fans

So, how canorganisations useFacebook to spread theirmessage and cause?5 top tips

1. Make the most of the timelinefeature▪ Curate the history of your organisation with Timeline highlighting important milestones.

2. Pin featured posts to the top

3. Set clear guidelines on your pagefrom the start

4. Create a “ConversationCalendar”▪ Work out a broad publishing strategy to help you manage your page effectively▪ Balance the type of posts you publish

5. Work with your existingsupporters

Resources at your disposal

Facebook Studio:www.facebook-studio.com

Facebook Tips:www.facebook.com/facebooktips

Non-Profits on Facebook:www.facebook.com/nonprofits

Facebook Pages functionality: neverstaticAs a professional Facebook user, likewww.facebook.com/facebookpages to keep informed

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.

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

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

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

The power of sharing

Social sponsorship

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

Updates from fundraisers are evenmore powerful

The impact of a share here is massive £12

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

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?

The future: doing *is* sharing

Remembering

Facebook Timeline

Timeline integration

Some „inspiration‟http://www.toodlepip.co.uk/blog/2011/09/18-daft-facebook-buttons

Greater context, more reach

Aggregations showcase charities toohttps://developers.facebook.com/docs/opengraph/

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

Facebook appInteractive creative engages withoutcomeDonation process via JustGivingFacebook appDonors‟ comments were pulled into the tab post-donation usingJustGiving API to encourage othersto donate

Donor feedback

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

The results?Average donation £8.58Winner „best use of tech‟ JG Awards 2012 Lots of learning

Boden and kids company £37k http://just.ly/miniboden

Integrating with Facebookhttp://lumenbigott.com/social-media-shoes/

Use Facebook plugins

There are loads of useful pluginshttp://developers.facebook.com/docs/plugins/

And they‟re super easy to use

Even the SAS use Facebook plugins!

Pro tip – trackinghttp://www.google.com/support/analytics/bin/answer.py?answer=55578

Google analytics social tracking http://bit.ly/GA_social

One last thingwww.flickr.com/photos/graft/1600789262

488M+mobile users each month

Who do you want to be?

Mobile optimisation is really important

You can cheat by using social media

Growth of mobile % mobile visits to JustGiving 35% 32% 30% 25% 20% 15% 15% 10% 6% 5% 0% April 2010 April 2011 April 2012

Growth of mobile Facebook % Facebook mobile traffic 12% 11% 10% 8% 6% 4% 4% 2% 0.18% 0% April 2010 April 2011 April 2012

What‟s not to like?Encourage shares as much as possibleIntegrate if you canFundraising is possibleTest and learnThink mobile

Rosa BirchFacebook@rosabirchfacebook.com/rosa.birchJonathan WaddinghamProduct Manager @justgiving@jon_bedfordslideshare.net/jwaddingham

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The future of Facebook fundraising - IoF National Convention 2012

by Jonathan Waddingham on Jul 02, 2012

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