Understanding the New Breed of Digital Donors

Loading...

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

0 comments

Post a comment

    Post a comment
    Embed Video
    Edit your comment Cancel

    Notes on slide 1

    Average donation is about £30

    What is your donor care strategy – do you differentiate based on age? As people get older, they give moreWhat is the language you use and the channels – offline/online.I don’t think we have the same donor care for online donors as we do for offline – yetWill a clever charity segment a donor care strategy by age. Don’t they have different needs to the younger people? Has anyone done it?

    See the diagonal from top left to bottom right – showing how the proportion of people who give higher gifts increases in relation to age

    See the diagonal from top left to bottom right – showing how the proportion of people who give higher gifts increases in relation to age

    So what – how does your website work with older people? Are they targeted? Do you advertise on the sites they use? Is your own site older-people friendly. Is your marcomms strategy integrating online and offline.

    Overwhelming majority of people still respond to emails for online donations.To give you some context from the whole of JustGiving.comLooking at the last four weeks, 16% comes from Facebook and40% of referrals are direct – via email or people typing in a web addressSo you need to think of your audience and the tools they use. There’s been a shift from email to FB, but email still rules as a communication method.

    Last month suggests the opposite - there’s a symbiotic relationship between social media and email.Think about it – how do you know you’ve got a FB message, or new comment – or a new follower on twitter – it’s by email!

    When you drill into the ages, the clearer patterns emerge.None of them are that much of a surprise – but do you plan your comms or segment by this data.If you’re not using FB – are you missing out on a huge opportunity. We’re fascinated by FB, so I wanted to show you some facts that would be of interest.Remember, Facebook accounts for 16% of all traffic, and a whopping 30-40% of all referrals to JustGiving.com

    Who’s using FB connect – who knows what it is?

    Facebook Connect is not just for fundraising – it can be campaigning, can be action, participation, engagement.

    “Ripples spreading outwards, occasionally touching someone whom I’d never have encountered, but who could now share my message or even come on board and want to join me in raising funds for CRUK by taking their own 365challenges … a number of my 365ers fit this profile. And as they have come on board, they’ve created their own FB groups, and so the ripples continue to spread …”

    3 Favorites

    Understanding the New Breed of Digital Donors - Presentation Transcript

    1. Understanding the new breed of digital donors and how to maximise your fundraising through their networks
      Bryan Miller
      Head of Strategy & Consumer InsightCancer Research UKbryan-miller@hotmail.com @millbry
      Jonathan Waddingham
      Charity ChampionJustGivingjonathan@justgiving.com@jon_bedford
    2. Bryan Miller
      • (Former) Head of Strategy & Consumer Insight at Cancer Research UK
      • First Computer: Research Machines 380Z
      • Favourite website
      Spezify.com
      Jonathan Waddingham
      • Charity Champion at JustGiving
      • First Computer: ZX Spectrum
      • Favourite website:
      failblog.org
    3. Understanding the new breed of digital donors and how to maximise your fundraising through their networks
    4. Let’s begin…with a (true) story
    5. Jenni Ware
      Carolee Hazzard
      … with a lost purse
      It all began…
    6. Realtime community storytelling
    7. And looks set to continue growing
      - thanks to the multiplier effect of social network fundraising
      $93 is now $22,000!
    8. Trader Joe’s also donated over 350lbs of groceries - nice!
    9. 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
    10. The moral of this story?
      Donors are doing it for themselves!
    11. Donors are doing it for themselves!
      Second Harvest didn’t approach Carolee to ask her to support them - her Facebook friends suggested them
      Carolee didn’t need to approach Second Harvest to ask them how to fundraise or to ask for promotional materials or advice
      The 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
    12. So… what is our role in all this?
    13. Our traditional role
    14. Our new role…
      Content
      Community
      Commodity
      Cause Impact
      Within the 4-Cs of social network fundraising
    15. Community
      The first ‘C’ = Community
      • 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
      *Source Nielsen: http://bit.ly/1AJ7ni
    16. http://www.buzzpoint.com/
      One social network to rule them all?
      • 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!
      http://img41.yfrog.com/i/facebookwqi.jpg/
      • 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
      • 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;-[)
      http://www.alexa.com/topsites
      • You can check the profile of Facebook users in your own country at checkfacebook.com
      http://www.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 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!
      Commodity
      The second ‘C’ = Commodity
      • 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
      The third ‘C’ = Content
      Content
      • 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’
      The third ‘C’ = Content
      Content
      http://myprojects.cancerresearchuk.org/projects/pancreatic-cancer
      • 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
      The fourth ‘C’ = Cause Impact
      Cause Impact
    17. Our new role…
      Content
      Community
      Commodity
      Cause Impact
      Within the 4-Cs of social network fundraising
    18. Getting to know the new breed
    19. Getting to know the new breed
      Insight from Cancer Research UK supporter research undertaken early 2009 as part of supporter segmentation project
      Survey 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
    20. Getting to know the new breed
      Online activities
      • 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 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
      • 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 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 44
      • Understandably lowest in the 75+ age band
      • 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
    21. Getting to know the new breed
      Advocacy
      • 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
      • 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
      • An even stronger age-related trend to the belief that giving is a private thing shown here
    22. Getting to know the new breed
      • 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
    23. Is this your first online donation?
    24. Which gender is giving more?
    25. What’s the spread of ages by gender?
    26. How much do people donate online?
    27. Donation share vs revenue share
    28. Percentage (in revenue) that comes from donors over 45 who donate more than £50
      25%
      33%
      11%
      Percentage (in revenue) that comes from donors over 55
      Percentage (in revenue) that comes from donors over 65
      Key stats
    29. Donation spread by age and gender
    30. Donation spread by age and gender
    31. accessible
      email
      advertise
      targeted
      integrate online/offline
      user-friendly
      How do you help these people?
    32. What was the source of the donation ask?
    33. Let’s look at the overall trends...
      http://weblogs.hitwise.com/robin-goad/2007/09/facebook_and_charities.html
    34. Let’s look at the overall trends...
    35. http://icanhaz.com/emailstats
      Is email use increasing or decreasing?
    36. Do the tools used vary depending on age?
    37. Percentage of Facebook visits from Facebook home page
      60%
      2%
      Percentage of Facebook visits from Facebook inbox
      Facebook – where the new breed lives
    38. Who is using Facebook Connect?
    39. Facebook Connect
    40. Who is using Facebook Connect?
    41. http://twitter.com/serafinowicz/status/1321093848
      Community fundraising through Twitter
    42. 14% of referrals on 13th March to JustGiving were from Twitter
      www.justgiving.com/peterserafinowicz
      Community fundraising through Twitter
    43. 1,106 donations
      £4.86 average
      Current total: £5,396.07
      Fundraising through Twitter – micro donations
    44. The new breed of social media fundraisers is growing in importance
      Newsfeeds are the single most valuable real estate on Facebook for charities
      Different segments require different channels, as well as different messages
      Test online donation prompts by age and gender (as well as RFV)
      Ignore your older online donors at your peril
      Email is still the king of comms for many people online
      So what does this all mean?
    45. The moral of this story?
      Donors are doing it for themselves!
    46. www.365challenge.co.uk & @365er
      The 365 Challenge
    47. “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
    48. Colin’s strategy
    49. “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
    50. The ripple effect…
    51. What would’ve helped Colin
      more guidance on how FB can be exploited
      an explanation of what Twitter is all about
      guidance 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 …
    52. “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
    53. Contact us
      Bryan Miller
      bryan-miller@hotmail.com
      @millbry
      http://givinginadigitalworld.org
      slideshare.net/bryanmiller
      Jonathan Waddingham
      jonathan@justgiving.com
      @jon_bedford
      http://charities.justgiving.com
      slideshare.net/jwaddingham
      http://icanhaz.com/PFJW

    + Jonathan WaddinghamJonathan Waddingham, 1 month ago

    custom

    1020 views, 3 favs, 3 embeds more stats

    The full title is "Understanding the new breed of d more

    More info about this document

    © All Rights Reserved

    Go to text version

    • Total Views 1020
      • 930 on SlideShare
      • 90 from embeds
    • Comments 0
    • Favorites 3
    • Downloads 2
    Most viewed embeds
    • 80 views on http://charities.justgiving.com
    • 9 views on http://www.fundraising.co.uk
    • 1 views on http://www.emailguru.it

    more

    All embeds
    • 80 views on http://charities.justgiving.com
    • 9 views on http://www.fundraising.co.uk
    • 1 views on http://www.emailguru.it

    less

    Flagged as inappropriate Flag as inappropriate
    Flag as inappropriate

    Select your reason for flagging this presentation as inappropriate. If needed, use the feedback form to let us know more details.

    Cancel
    File a copyright complaint
    Having problems? Go to our helpdesk?

    Categories