JUMP 2012: Using social (good) to add value

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  • Last year JustGiving had 130% YoY growth in the volume of donations coming through Facebook And if we keep going at this rate up to 50% of donations made will originate with Facebook by 2015 Facebook mobile drives more donations than Twitter, LinkedIn, Google Plus, and YouTube combined
  • April 2010 – 6% mobileApril 2011 – 15% mobileApril 2012 – 32 % mobileApril 2012 – 15% of donations from mobile
  • JUMP 2012: Using social (good) to add value

    1. 1. Using social (good) toadd valueJonathan Waddingham Jack SheldonSocial & labs product manager Partnerships manager@jon_bedford @jackwasheldonOctober 10th 2012
    2. 2. “What‟s the ROI?” £1-£18
    3. 3. We like FacebookIn 2011, Facebook drove over a million donors to JustGivingThey gave £22 million on JustGiving, with just under £1 million raisedalone from mobile FacebookIn May 2012, 32% of donations came from Facebook, a 130% year onyear growthOver £200,000 raised in 2012 through Facebook canvas applicationBy 2015 we estimate 50% of donations on JustGiving will come fromFacebook
    4. 4. (We like other social networks too)http://blog.justgiving.com/community/social-giving-takes-off/
    5. 5. „Social sponsorship‟
    6. 6. 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
    7. 7. How we ask for shares
    8. 8. Context changes impactShare of a direct donation: £1Share of a sponsor donation: £5Share of a text update by a fundraiser: £12Share of a video by a fundraiser: £18
    9. 9. 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
    10. 10. Think about *what* gets shared as wellas encouraging sharesWhat 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?
    11. 11. The future present: doing *is* sharing
    12. 12. Timeline integration - remembering
    13. 13. Timeline – donating, thanking
    14. 14. Aggregations bring interest & traffic
    15. 15. The social mobile is the next challenge
    16. 16. Growth of mobile visits to JustGiving % mobile visits to JustGiving 35% 32% 30% 25% 20% 15% 15% 10% 6% 5% 0% April 2010 April 2011 April 2012
    17. 17. Growth of mobile Facebook % Facebook mobile traffic 12% 11% 10% 8% 6% 4% 4% 2% 0.18% 0% April 2010 April 2011 April 2012
    18. 18. Social sharing ∝ Social goodWhy are our users so keen to share?It is as much to do with *what* they’re sharing, as it is *how* we’vemade it easy. Donating is something you can The cause / fundraiser is the feel proud about story, not JustGiving
    19. 19. We want to make giving a part of everyday life 1. Charity loyalty points All those unused loyalty points I’ve got on my credit card or with the supermarket I use, could go to a charity of my choice 2. Change for charity Every time I buy a CD for £9.95, I’d be happy to round it up by 5p if it helped my favourite charity 3. Give and acquire If I could pledge some of the cost of a new purchase to the cause I care about, that might be the deciding factor between two brands – whether I’m buying a new camera or switching energy provider.www.justgiving.com/en/partnerships/everyday-giving
    20. 20. Some of the businesses and developers already building on our APIs Ovo Energy – Switch, Save and Donate Vodafone employee fundraising hub Developer – fundraising chrome extension Bluedotworld.com – points for good actionswww.justgiving.com/developer
    21. 21. But what do you (the brand) get out of it? 1. Differentiate your product/service in a competitive market 2. Charities are a great source of new customers 3. Build your brand in the best way possible 4. Make your customers feel proud and they’ll tell your story for you...www.justgiving.com/en/partnerships/everyday-giving
    22. 22. Jack SheldonPartnerships Manager@jackwasheldonjack.sheldon@justgiving.comJonathan WaddinghamProduct Manager@jon_bedfordslideshare.net/jwaddingham

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