Understanding the new breed of digital donors and how to maximise your fundraising through their networksBryan MillerHead of Strategy & Consumer InsightCancer Research UKbryan-miller@hotmail.com @millbryJonathan WaddinghamCharity ChampionJustGivingjonathan@justgiving.com@jon_bedford

Bryan Miller(Former) Head of Strategy & Consumer Insight at Cancer Research UKFirst Computer: Research Machines 380ZFavourite website Spezify.comJonathan WaddinghamCharity Champion at JustGivingFirst Computer: ZX SpectrumFavourite website: failblog.org

(Former) Head of Strategy & Consumer Insight at Cancer Research UK

First Computer: Research Machines 380Z

Favourite website

Charity Champion at JustGiving

First Computer: ZX Spectrum

Favourite website:

Understanding the new breed of digital donors and how to maximise your fundraising through their networks

Let’s begin…with a (true) story

Jenni WareCarolee Hazzard… with a lost purseIt all began…

Realtime community storytelling

And looks set to continue growing - thanks to the multiplier effect of social network fundraising$93 is now $22,000!

Trader Joe’s also donated over 350lbs of groceries - nice!

Donations continue being made at the Second Harvest site but it really doesn’t have anything like the community vibe of the 93 Dollar Club Facebook Page

but it really doesn’t have anything like the community vibe

The moral of this story?Donors are doing it for themselves!

Donors are doing it for themselves!Second Harvest didn’t approach Carolee to ask her to support them - her Facebook friends suggested themCarolee didn’t need to approach Second Harvest to ask them how to fundraise or to ask for promotional materials or adviceThe first Second Harvest knew about it was when the money and food started rolling-in!Carolee and her friends probably don’t know it - but they represent a fast emerging ‘new breed’ of digital donors

So… what is our role in all this?

Our traditional role

Our new role…ContentCommunityCommodityCause ImpactWithin the 4-Cs of social network fundraising

CommunityThe first ‘C’ = CommunityThe ‘new breed’ of digital donors - like Carolee Hazzard - have their own online communities who they choose to spend time withTime spent on Facebook by US consumers was up 700% year on year to April 2009* Despite technological advances we still only have 24 hours in each day - so more time spent online in one place means less time to come and visit our charity websites (or do other stuff)We need to get used to people actively fundraising for us through their own community networks - but not necessarily wanting to join our community *Source Nielsen: http://bit.ly/1AJ7ni

The ‘new breed’ of digital donors - like Carolee Hazzard - have their own online communities who they choose to spend time with

Time spent on Facebook by US consumers was up 700% year on year to April 2009*

Despite technological advances we still only have 24 hours in each day - so more time spent online in one place means less time to come and visit our charity websites (or do other stuff)

We need to get used to people actively fundraising for us through their own community networks - but not necessarily wanting to join our community

http://www.buzzpoint.com/One social network to rule them all?

The online world got excited when Facebook hit 250m users in July 2009By September 2009 it was up to 300mVarious analysts suggests its growth is now slowing considerably - but it’s still around the same ‘population’ as the US!http://img41.yfrog.com/i/facebookwqi.jpg/

The online world got excited when Facebook hit 250m users in July 2009

By September 2009 it was up to 300m

Various analysts suggests its growth is now slowing considerably - but it’s still around the same ‘population’ as the US!

All of which means that earlier this month it passed Yahoo! to take second place in the global ranking of sites by Alexa(Twitter is currently 13th! :-) http://www.alexa.com/topsites

All of which means that earlier this month it passed Yahoo! to take second place in the global ranking of sites by Alexa

(Twitter is currently 13th! :-)

However, on a country-by-country basis things can look very differentFacebook is only 10th in Holland - where Hyves is where it’s at for social networking(Twitter is only 16th;-[) http://www.alexa.com/topsites

However, on a country-by-country basis things can look very different

Facebook is only 10th in Holland - where Hyves is where it’s at for social networking

(Twitter is only 16th;-[)

You can check the profile of Facebook users in your own country at checkfacebook.comhttp://www.checkfacebook.com/

You can check the profile of Facebook users in your own country at checkfacebook.com

The rise of free Social Network sites like Facebook, YouTube, etc - plus easy to use online giving sites - means that online fundraising platforms are increasingly a freely available commodityThe ‘new breed’ of online donors simply choose the sites and tools that work for them - and then get on with their fundraisingThis leaves charities with a feeling of losing control , but there’s no getting around it - it’s just how the new breed want to do it!CommodityThe second ‘C’ = Commodity

The rise of free Social Network sites like Facebook, YouTube, etc - plus easy to use online giving sites - means that online fundraising platforms are increasingly a freely available commodity

The ‘new breed’ of online donors simply choose the sites and tools that work for them - and then get on with their fundraising

This leaves charities with a feeling of losing control , but there’s no getting around it - it’s just how the new breed want to do it!

Great fundraisers are great storytellers - bringing the cause and the opportunity to make a difference to life, through all sorts of mediaThis is still a very important role for us going forward - providing ‘portable content’ that supporters can use on their own sitesBut the ‘new breed’ are also telling their own stories - about our work and the efforts they are making to support itThey may not always say what we expect - or even want - them to say. But, it is them that their community is more likely to listen to - not us!Again , we may feel we are losing control - but we need to learn how to handle this concernThe third ‘C’ = ContentContent

Great fundraisers are great storytellers - bringing the cause and the opportunity to make a difference to life, through all sorts of media

This is still a very important role for us going forward - providing ‘portable content’ that supporters can use on their own sites

But the ‘new breed’ are also telling their own stories - about our work and the efforts they are making to support it

They may not always say what we expect - or even want - them to say. But, it is them that their community is more likely to listen to - not us!

Again , we may feel we are losing control - but we need to learn how to handle this concern

There are times when we can help these supporters tell better stories - particularly when it comes to explaining specialist aspects of our workCancer Research UK creates ‘portable content’ that fundraisers can embed in their profiles, blogs, etc. to help explain the work they’re helping fundThis also helps provide a degree of brand and messaging control out in the Web 2.0 ‘cloud’ The third ‘C’ = ContentContenthttp://myprojects.cancerresearchuk.org/projects/pancreatic-cancer

There are times when we can help these supporters tell better stories - particularly when it comes to explaining specialist aspects of our work

Cancer Research UK creates ‘portable content’ that fundraisers can embed in their profiles, blogs, etc. to help explain the work they’re helping fund

This also helps provide a degree of brand and messaging control out in the Web 2.0 ‘cloud’

This is why we do what we do - to make a real difference in the world around usThe relationship between our organisations and our donors is a partnership - we can’t do it without them, they can’t do it without us While they can get-on doing their own fundraising - they rely on us to use the money their hard work and passion raises to best effectSo, look for ways to better serve them through the way we communicate the cause impact our partnership hasimproving the way we ‘package’ opportunities to make an impact better measurement and reporting-back on the impact of their efforts The fourth ‘C’ = Cause ImpactCause Impact

This is why we do what we do - to make a real difference in the world around us

The relationship between our organisations and our donors is a partnership - we can’t do it without them, they can’t do it without us

While they can get-on doing their own fundraising - they rely on us to use the money their hard work and passion raises to best effect

So, look for ways to better serve them through the way we communicate the cause impact our partnership has

improving the way we ‘package’ opportunities to make an impact

better measurement and reporting-back on the impact of their efforts

Our new role…ContentCommunityCommodityCause ImpactWithin the 4-Cs of social network fundraising

Getting to know the new breed

Getting to know the new breedInsight from Cancer Research UK supporter research undertaken early 2009 as part of supporter segmentation projectSurvey distributed by mail and email to large sample of supporters, chosen to be representative of all key supporter types Total response comprised over 30,000 completed surveys Survey included questions on both ‘tradigital’ and social media use

Getting to know the new breedOnline activities

Email usage only really starts to tail-off at 65+ - and almost one third of 75+ use it

Email usage only really starts to tail-off at 65+ - and almost one third of 75+ use it

Online shopping peaks across the 18 to 54 age bandsLess than 1 in 5 75+ supporters shop online

Online shopping peaks across the 18 to 54 age bands

Less than 1 in 5 75+ supporters shop online

Online banking peaks in the 25-34 age group - with fairly rapid decline beyond that

Online banking peaks in the 25-34 age group - with fairly rapid decline beyond that

Overall 40% of our supporters have donated to a charity onlineAgain, 25-34 sees the peak - at approaching 60%

Overall 40% of our supporters have donated to a charity online

Again, 25-34 sees the peak - at approaching 60%

Data for ‘Sponsored a Friend Online’ similar to overall online donationHowever the youngest age groups seem significantly less likely to sponsor a friend than just donate online - as does the oldest age group

Data for ‘Sponsored a Friend Online’ similar to overall online donation

However the youngest age groups seem significantly less likely to sponsor a friend than just donate online - as does the oldest age group

Online event sign-up relatively equal across <18 through 44Understandably lowest in the 75+ age band

Online event sign-up relatively equal across <18 through 44

Understandably lowest in the 75+ age band

Supporters using social networks reflect the overall UK norm - over 50% under 35 then declineBut largest growth now being seen in 35 to 54 groups

Supporters using social networks reflect the overall UK norm - over 50% under 35 then decline

But largest growth now being seen in 35 to 54 groups

Overall just 5% of our supporters said they had used social networks to interact with a charity - compared to over 25% overall who have joined a social network

Overall just 5% of our supporters said they had used social networks to interact with a charity - compared to over 25% overall who have joined a social network

Getting to know the new breedAdvocacy

Overall around one third of our supporters say they actively encourage others to support - which is brilliant!

Overall around one third of our supporters say they actively encourage others to support - which is brilliant!

Quite a lot more are happy to talk about their own support for us, but don’t actively encourage others to do the same

Quite a lot more are happy to talk about their own support for us, but don’t actively encourage others to do the same

And a significant number would consider talking about their support for usInterestingly, consideration tails-off in the older age groups

And a significant number would consider talking about their support for us

Interestingly, consideration tails-off in the older age groups

A trend confirmed here - with older donors more likely to display a belief that their giving is private

A trend confirmed here - with older donors more likely to display a belief that their giving is private

An even stronger age-related trend to the belief that giving is a private thing shown here

An even stronger age-related trend to the belief that giving is a private thing shown here

Getting to know the new breedDetails of Just Giving researchPeople were prompted to take survey after making a donation online through a fundraising pageDonation could have been made to any size charity in any categorySurvey carried out from early August to end September 20092820 people took the survey

Details of Just Giving research

People were prompted to take survey after making a donation online through a fundraising page

Donation could have been made to any size charity in any category

Survey carried out from early August to end September 2009

2820 people took the survey

Is this your first online donation?

Which gender is giving more?

What’s the spread of ages by gender?

How much do people donate online?

Donation share vs revenue share

Percentage (in revenue) that comes from donors over 45 who donate more than £5025%33%11%Percentage (in revenue) that comes from donors over 55Percentage (in revenue) that comes from donors over 65Key stats

Donation spread by age and gender

Donation spread by age and gender

accessibleemailadvertisetargetedintegrate online/offlineuser-friendlyHow do you help these people?

What was the source of the donation ask?

Let’s look at the overall trends...http://weblogs.hitwise.com/robin-goad/2007/09/facebook_and_charities.html

Let’s look at the overall trends...

http://icanhaz.com/emailstatsIs email use increasing or decreasing?

Do the tools used vary depending on age?

Percentage of Facebook visits from Facebook home page60%2%Percentage of Facebook visits from Facebook inboxFacebook – where the new breed lives

Who is using Facebook Connect?

Facebook Connect

Who is using Facebook Connect?

http://twitter.com/serafinowicz/status/1321093848Community fundraising through Twitter

14% of referrals on 13th March to JustGiving were from Twitterwww.justgiving.com/peterserafinowiczCommunity fundraising through Twitter

1,106 donations£4.86 averageCurrent total: £5,396.07Fundraising through Twitter – micro donations

The new breed of social media fundraisers is growing in importanceNewsfeeds are the single most valuable real estate on Facebook for charitiesDifferent segments require different channels, as well as different messagesTest online donation prompts by age and gender (as well as RFV)Ignore your older online donors at your perilEmail is still the king of comms for many people online So what does this all mean?

The moral of this story?Donors are doing it for themselves!

www.365challenge.co.uk & @365erThe 365 Challenge

“In 2007, I was diagnosed with a soft tissue sarcoma and underwent surgery, followed by radiotherapy. Then in 2008, my sister, Brenda Carr, died after a long battle with breast cancer. Following on from this, I knew that I wanted to raise money to support Cancer Research UK, because I felt that they were supporting important work in the fight to overcome cancer.”This is Colin’s story

Colin’s strategy

“With a group, I found that I could engage with a target audience who had expressed an interest in what I was doing – what any advertiser dreams of, really!”Colin’s strategy

The ripple effect…

What would’ve helped Colinmore guidance on how FB can be exploitedan explanation of what Twitter is all aboutguidance on how following someone can give you access to their followers too tips on keeping your message out there – how regular blog updates can be tweeted about so others get to know that you’ve written something new,changing your Facebook status regularly and using these status updates and tweets to draw people in, teasing them into reading more …

“As I posted Tweets about hitting milestones or new blogs, these connections were Re-Tweeting them, and my message spread further and further.”“These enthusiastic strangers... I now count as supporters and friends”The new breed

Contact usBryan Millerbryan-miller@hotmail.com @millbryhttp://givinginadigitalworld.orgslideshare.net/bryanmillerJonathan Waddinghamjonathan@justgiving.com @jon_bedfordhttp://charities.justgiving.comslideshare.net/jwaddinghamhttp://icanhaz.com/PFJW