Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Understanding the new breed of digital donors and how to maximise your fundraising  through their networks Bryan Miller He...
<ul><li>Bryan Miller </li></ul><ul><li>(Former) Head of Strategy & Consumer Insight at Cancer Research UK </li></ul><ul><l...
Understanding the new breed  of digital donors and how to maximise  your fundraising  through  their networks
Don’t worry We’re all in much the same boat! How best to capitalise on the opportunities offered by social media as part o...
Let’s begin… with a (true) story
It all began… Jenni Ware Carolee Hazzard …  with a lost purse
Realtime community storytelling
$93 is now $22,000! And looks set to continue growing  - thanks to the multiplier effect of social network fundraising
Trader Joe’s also donated over 350lbs of groceries - nice!
<ul><li>Donations continue being made at the Second Harvest site </li></ul><ul><li>but it really doesn’t have anything lik...
 
http://flickr.com/photos/kaptainkobold/195999767
The moral of this story? Donors are doing it for themselves!
Donors are doing it for themselves! <ul><li>Second Harvest didn’t approach Carolee to ask her to support them - her Facebo...
So… what is our role in all this?
Our traditional role
Within the 4-Cs of  social network fundraising Our new role… Community Commodity Cause Impact Content
The first ‘C’ = Community Community <ul><li>The ‘new breed’ of digital donors - like Carolee Hazzard - have their own onli...
One social network to rule them all? http://www.buzzpoint.com/
<ul><li>The online world got excited when Facebook hit 250m users in July 2009 </li></ul><ul><li>By September 2009 it was ...
<ul><li>All of which means that earlier this month it passed Yahoo! to take second place in the global ranking of sites by...
<ul><li>However, on a country-by-country basis things can look very different </li></ul><ul><li>Facebook is only 10th in H...
<ul><li>You can check the profile of Facebook users in your own country at checkfacebook.com </li></ul>http://www.checkfac...
One social network to rule them all? http://www.techcrunch.com/2008/06/23/modeling-the-real-market-value-of-social-network...
The second ‘C’ = Commodity Commodity <ul><li>The rise of free Social Network sites like Facebook, YouTube, etc - plus easy...
The second ‘C’ = Commodity Commodity Vs
The third ‘C’ = Content <ul><li>Great fundraisers are great storytellers - bringing the cause and the opportunity to make ...
The third ‘C’ = Content <ul><li>There are times when we can help these supporters tell better stories - particularly when ...
The fourth ‘C’ = Cause Impact <ul><li>This is why we do what we do - to make a real difference in the world around us </li...
Getting to know the new breed
Getting to know the new breed <ul><li>Insight from Cancer Research UK supporter research undertaken early 2009 as part of ...
Getting to know the new breed Online activities
<ul><li>Email usage only really starts to tail-off at 65+ - and almost one third of 75+ use it  </li></ul>
<ul><li>Online shopping peaks across the 18 to 54 age bands </li></ul><ul><li>Less than 1 in 5 75+ supporters shop online ...
<ul><li>Online banking peaks in the 25-34 age group - with fairly rapid decline beyond that </li></ul>
<ul><li>Overall 40% of our supporters have donated to a charity online </li></ul><ul><li>Again, 25-34 sees the peak - at a...
<ul><li>Data for ‘Sponsored a Friend Online’ similar to overall online donation </li></ul><ul><li>However the youngest age...
<ul><li>Online event sign-up relatively equal across <18 through 44 </li></ul><ul><li>Understandably lowest in the 75+ age...
<ul><li>Supporters using social networks reflect the overall UK norm - over 50% under 35 then decline </li></ul><ul><li>Bu...
<ul><li>Overall just 5% of our supporters said they had used social networks to interact with a charity - compared to over...
Getting to know the new breed Advocacy
<ul><li>Overall around one third of our supporters say they actively encourage others to support - which is brilliant!  </...
<ul><li>Quite a lot more are happy to talk about their own support for us, but don’t actively encourage others to do the s...
<ul><li>And a significant number would consider talking about their support for us </li></ul><ul><li>Interestingly, consid...
<ul><li>A trend confirmed here - with older donors more likely to display a belief that their giving is private  </li></ul>
<ul><li>An even stronger age-related trend to the belief that giving is a private thing shown here  </li></ul>
Getting to know the new breed <ul><li>Details of Just Giving research </li></ul><ul><ul><li>People were prompted to take s...
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
Key stats 25% Percentage (in revenue) that comes from donors over 45 who donate more than £50 Percentage (in revenue) that...
Donation spread by age and gender
Donation spread by age and gender
How do you help these people? accessible targeted advertise user-friendly integrate online/offline email
What was the source of the donation ask?
Let’s look at the trends...
Is email use increasing or decreasing? http://icanhaz.com/emailstats
Do the tools used vary depending on age?
Facebook – where the new breed lives <ul><ul><li>60% </li></ul></ul>Percentage of Facebook visits from Facebook home page ...
Who is using Facebook Connect?
Facebook Connect
Who is using Facebook Connect?
Community fundraising through Twitter http://twitter.com/serafinowicz/status/1321093848
Community fundraising through Twitter 14% of referrals on 13 th  March to JustGiving were from Twitter www.justgiving.com/...
Fundraising through Twitter – micro donations 1,106 donations £4.86 average Current total: £5,396.07
So what does this all mean? Different segments require different channels, as well as different messages Ignore your older...
The moral of this story? Donors are doing it for themselves!
The 365 Challenge www.365challenge.co.uk & @365er
This is Colin’s story “ In 2007, I was diagnosed with a soft tissue sarcoma and underwent surgery, followed by radiotherap...
Colin’s strategy
Colin’s strategy “ With a group, I found that I could engage with a target audience  who had expressed an interest in what...
The ripple effect…
What would’ve helped Colin guidance on how following someone can give you access to their followers too  changing your Fac...
The new breed “ As I posted Tweets about hitting milestones or new blogs, these connections were Re-Tweeting them, and my ...
<ul><li>Contact us </li></ul><ul><ul><li>Bryan Miller </li></ul></ul><ul><ul><li>[email_address]   </li></ul></ul><ul><ul>...
Upcoming SlideShare
Loading in …5
×

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

2,736 views

Published on

Presentation I gave with Jonathan Waddingham of JustGiving at the International Fundraising Congress, Holland October 2009

Published in: Business, Technology
  • Be the first to comment

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

  1. 1. Understanding the new breed of digital donors and how to maximise your fundraising through their networks Bryan Miller Head of Strategy & Consumer Insight Cancer Research UK [email_address] @millbry Jonathan Waddingham Charity Champion JustGiving [email_address] @jon_bedford
  2. 2. <ul><li>Bryan Miller </li></ul><ul><li>(Former) Head of Strategy & Consumer Insight at Cancer Research UK </li></ul><ul><li>First Computer: Research Machines 380Z </li></ul><ul><li>Favourite website </li></ul><ul><li>Spezify.com </li></ul><ul><li>Jonathan Waddingham </li></ul><ul><li>Charity Champion at JustGiving </li></ul><ul><li>First Computer: ZX Spectrum </li></ul><ul><li>Favourite website: </li></ul><ul><li>failblog.org </li></ul>
  3. 3. Understanding the new breed of digital donors and how to maximise your fundraising through their networks
  4. 4. Don’t worry We’re all in much the same boat! How best to capitalise on the opportunities offered by social media as part of an effective fundraising strategy is something we’re still working through
  5. 5. Let’s begin… with a (true) story
  6. 6. It all began… Jenni Ware Carolee Hazzard … with a lost purse
  7. 7. Realtime community storytelling
  8. 8. $93 is now $22,000! And looks set to continue growing - thanks to the multiplier effect of social network fundraising
  9. 9. Trader Joe’s also donated over 350lbs of groceries - nice!
  10. 10. <ul><li>Donations continue being made at the Second Harvest site </li></ul><ul><li>but it really doesn’t have anything like the community vibe </li></ul><ul><li>of the 93 Dollar Club Facebook Page </li></ul>
  11. 12. http://flickr.com/photos/kaptainkobold/195999767
  12. 13. The moral of this story? Donors are doing it for themselves!
  13. 14. Donors are doing it for themselves! <ul><li>Second Harvest didn’t approach Carolee to ask her to support them - her Facebook friends suggested them </li></ul><ul><li>Carolee didn’t need to approach Second Harvest to ask them how to fundraise or to ask for promotional materials or advice </li></ul><ul><li>The first Second Harvest knew about it was when the money and food started rolling-in! </li></ul><ul><li>Carolee and her friends probably don’t know it - but they represent a fast emerging ‘new breed’ of digital donors </li></ul>
  14. 15. So… what is our role in all this?
  15. 16. Our traditional role
  16. 17. Within the 4-Cs of social network fundraising Our new role… Community Commodity Cause Impact Content
  17. 18. The first ‘C’ = Community Community <ul><li>The ‘new breed’ of digital donors - like Carolee Hazzard - have their own online communities who they choose to spend time with </li></ul><ul><li>Time spent on Facebook by US consumers was up 700% year on year to April 2009* </li></ul><ul><li>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) </li></ul><ul><li>We need to get used to people actively fundraising for us through their own community networks - but not necessarily wanting to join our community </li></ul>*Source Nielsen: http://bit.ly/1AJ7ni
  18. 19. One social network to rule them all? http://www.buzzpoint.com/
  19. 20. <ul><li>The online world got excited when Facebook hit 250m users in July 2009 </li></ul><ul><li>By September 2009 it was up to 300m </li></ul><ul><li>Various analysts suggests its growth is now slowing considerably - but it’s still around the same ‘population’ as the US! </li></ul>http://img41.yfrog.com/i/facebookwqi.jpg/
  20. 21. <ul><li>All of which means that earlier this month it passed Yahoo! to take second place in the global ranking of sites by Alexa </li></ul><ul><li>(Twitter is currently 13 th ! :-) </li></ul>http://www.alexa.com/topsites
  21. 22. <ul><li>However, on a country-by-country basis things can look very different </li></ul><ul><li>Facebook is only 10th in Holland - where Hyves is where it’s at for social networking </li></ul><ul><li>(Twitter is only 16th;-[) </li></ul>http://www.alexa.com/topsites
  22. 23. <ul><li>You can check the profile of Facebook users in your own country at checkfacebook.com </li></ul>http://www.checkfacebook.com/
  23. 24. One social network to rule them all? http://www.techcrunch.com/2008/06/23/modeling-the-real-market-value-of-social-networks/ Netherlands Hyves, MySpace, Hi5, Facebook Italy MySpace, Badoo, Hi5, Facebook Germany MySpace, Piczo, Facebook, Hi5 France Skyroc, MySpace Facebook Brazil Orkut, Sonico, Multiply, MySpace, Australia Facebook, MySpace, Bebo India Orkut, Facebook, Hi5, MySpace Not quite yet…
  24. 25. The second ‘C’ = Commodity Commodity <ul><li>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 </li></ul><ul><li>The ‘new breed’ of online donors simply choose the sites and tools that work for them - and then get on with their fundraising </li></ul><ul><li>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! </li></ul>
  25. 26. The second ‘C’ = Commodity Commodity Vs
  26. 27. The third ‘C’ = Content <ul><li>Great fundraisers are great storytellers - bringing the cause and the opportunity to make a difference to life, through all sorts of media </li></ul><ul><li>This is still a very important role for us going forward - providing ‘portable content’ that supporters can use on their own sites </li></ul><ul><li>But the ‘new breed’ are also telling their own stories - about our work and the efforts they are making to support it </li></ul><ul><li>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! </li></ul><ul><li>Again , we may feel we are losing control - but we need to learn how to handle this concern </li></ul>Content
  27. 28. The third ‘C’ = Content <ul><li>There are times when we can help these supporters tell better stories - particularly when it comes to explaining specialist aspects of our work </li></ul><ul><li>Cancer Research UK creates ‘portable content’ that fundraisers can embed in their profiles, blogs, etc. to help explain the work they’re helping fund </li></ul><ul><li>This also helps provide a degree of brand and messaging control out in the Web 2.0 ‘cloud’ </li></ul>http://myprojects.cancerresearchuk.org/projects/pancreatic-cancer Content
  28. 29. The fourth ‘C’ = Cause Impact <ul><li>This is why we do what we do - to make a real difference in the world around us </li></ul><ul><li>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 </li></ul><ul><li>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 </li></ul><ul><li>So, look for ways to better serve them through the way we communicate the cause impact our partnership has </li></ul><ul><ul><li>improving the way we ‘package’ opportunities to make an impact </li></ul></ul><ul><ul><li>better measurement and reporting-back on the impact of their efforts </li></ul></ul>Cause Impact
  29. 30. Getting to know the new breed
  30. 31. Getting to know the new breed <ul><li>Insight from Cancer Research UK supporter research undertaken early 2009 as part of supporter segmentation project </li></ul><ul><li>Survey distributed by mail and email to large sample of supporters, chosen to be representative of all key supporter types </li></ul><ul><li>Total response comprised over 30,000 completed surveys </li></ul><ul><li>Survey included questions on both ‘tradigital’ and social media use </li></ul>
  31. 32. Getting to know the new breed Online activities
  32. 33. <ul><li>Email usage only really starts to tail-off at 65+ - and almost one third of 75+ use it </li></ul>
  33. 34. <ul><li>Online shopping peaks across the 18 to 54 age bands </li></ul><ul><li>Less than 1 in 5 75+ supporters shop online </li></ul>
  34. 35. <ul><li>Online banking peaks in the 25-34 age group - with fairly rapid decline beyond that </li></ul>
  35. 36. <ul><li>Overall 40% of our supporters have donated to a charity online </li></ul><ul><li>Again, 25-34 sees the peak - at approaching 60% </li></ul>
  36. 37. <ul><li>Data for ‘Sponsored a Friend Online’ similar to overall online donation </li></ul><ul><li>However the youngest age groups seem significantly less likely to sponsor a friend than just donate online - as does the oldest age group </li></ul>
  37. 38. <ul><li>Online event sign-up relatively equal across <18 through 44 </li></ul><ul><li>Understandably lowest in the 75+ age band </li></ul>
  38. 39. <ul><li>Supporters using social networks reflect the overall UK norm - over 50% under 35 then decline </li></ul><ul><li>But largest growth now being seen in 35 to 54 groups </li></ul>
  39. 40. <ul><li>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 </li></ul>
  40. 41. Getting to know the new breed Advocacy
  41. 42. <ul><li>Overall around one third of our supporters say they actively encourage others to support - which is brilliant! </li></ul>
  42. 43. <ul><li>Quite a lot more are happy to talk about their own support for us, but don’t actively encourage others to do the same </li></ul>
  43. 44. <ul><li>And a significant number would consider talking about their support for us </li></ul><ul><li>Interestingly, consideration tails-off in the older age groups </li></ul>
  44. 45. <ul><li>A trend confirmed here - with older donors more likely to display a belief that their giving is private </li></ul>
  45. 46. <ul><li>An even stronger age-related trend to the belief that giving is a private thing shown here </li></ul>
  46. 47. Getting to know the new breed <ul><li>Details of Just Giving research </li></ul><ul><ul><li>People were prompted to take survey after making a donation online </li></ul></ul><ul><ul><li>Donation could have been made to any size charity in any category </li></ul></ul><ul><ul><li>Survey carried out from early August to end September 2009 </li></ul></ul><ul><ul><li>2820 people took the survey </li></ul></ul>
  47. 48. Is this your first online donation?
  48. 49. Which gender is giving more?
  49. 50. What’s the spread of ages by gender?
  50. 51. How much do people donate online?
  51. 52. Donation share vs revenue share
  52. 53. Key stats 25% Percentage (in revenue) that comes from donors over 45 who donate more than £50 Percentage (in revenue) that comes from donors over 55 33% Percentage (in revenue) that comes from donors over 65 11%
  53. 54. Donation spread by age and gender
  54. 55. Donation spread by age and gender
  55. 56. How do you help these people? accessible targeted advertise user-friendly integrate online/offline email
  56. 57. What was the source of the donation ask?
  57. 58. Let’s look at the trends...
  58. 59. Is email use increasing or decreasing? http://icanhaz.com/emailstats
  59. 60. Do the tools used vary depending on age?
  60. 61. Facebook – where the new breed lives <ul><ul><li>60% </li></ul></ul>Percentage of Facebook visits from Facebook home page <ul><ul><li>2% </li></ul></ul>Percentage of Facebook visits from Facebook inbox
  61. 62. Who is using Facebook Connect?
  62. 63. Facebook Connect
  63. 64. Who is using Facebook Connect?
  64. 65. Community fundraising through Twitter http://twitter.com/serafinowicz/status/1321093848
  65. 66. Community fundraising through Twitter 14% of referrals on 13 th March to JustGiving were from Twitter www.justgiving.com/peterserafinowicz
  66. 67. Fundraising through Twitter – micro donations 1,106 donations £4.86 average Current total: £5,396.07
  67. 68. So what does this all mean? Different segments require different channels, as well as different messages Ignore your older online donors at your peril Newsfeeds are the single most valuable real estate on Facebook for charities Test online donation prompts by age and gender (as well as RFV) Email is still the king of comms for many people online The new breed of social media fundraisers is growing in importance
  68. 69. The moral of this story? Donors are doing it for themselves!
  69. 70. The 365 Challenge www.365challenge.co.uk & @365er
  70. 71. This is Colin’s story “ 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.”
  71. 72. Colin’s strategy
  72. 73. 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!”
  73. 74. The ripple effect…
  74. 75. What would’ve helped Colin guidance on how following someone can give you access to their followers too changing your Facebook status regularly and using these status updates and tweets to draw people in, teasing them into reading more … an explanation of what Twitter is all about 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, more guidance on how FB can be exploited
  75. 76. The new breed “ 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”
  76. 77. <ul><li>Contact us </li></ul><ul><ul><li>Bryan Miller </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>@millbry </li></ul></ul><ul><ul><li>http://givinginadigitalworld.org </li></ul></ul><ul><ul><li>slideshare.net/bryanmiller </li></ul></ul><ul><ul><li>Jonathan Waddingham </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>@jon_bedford </li></ul></ul><ul><ul><li>http://charities.justgiving.com </li></ul></ul><ul><ul><li>slideshare.net/jwaddingham </li></ul></ul><ul><ul><li>http://icanhaz.com/PFJW </li></ul></ul>

×