IoF conference:Fundraising in a small charityCommunity building & raising money throughsocial mediaMichelle FortuneCharity Support Specialistcharities@justgiving.com
What we’re going to cover today1. What is social media?2. Social media trends3. The power of social media – what can it do?4. The online community aka „the social network‟5. Starting out with social media6. How can it be used to fundraise?
What is social media? Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks Social media - websites and applications that enable users to create and share content or to participate in social networking. ....sharing of information through social networking sites such as Twitter and Facebook.
People are the network! We live in a networked society We‟re all linked Linked to different networks Across different networks
Wouldnt it be great of you could... Send a message directly to every one of your supporters Share videos of what you‟re doing with the money you raise Build a community for free Share images of the fundraising events you organise Get your message sent around the world in an instant Enable people to read your latest news when they want, how they want Show your supporters exactly where you do your work.
Social media trends 68% of the UK population is on Facebook 50% of those return to the site daily This is where people are! And they‟re talking...and sharing........can you really afford not to be here too?
What does it have to do with JustGiving? JustGiving referral traffic After every action on JustGiving, we encourage people to share, like and promote via social networks
Social media trends - a few statistics LinkedIn has the oldest user The average Facebook base, with the average user user is 40.5 years old being 44.2 years old. Twitter‟s user base is getting younger, while The average Facebook‟s is getting Twitter user is It‘s not just for kids... older. 37.3 years old. and it’s more popular with women It’s quite a community! Facebook and Twitter have the same gender distribution: 40% male, 60% female http://royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/
The online community aka ‘the social network’ “An online community is a social network of individuals who interact through specific social media, potentially crossing geographical and political boundaries in order to pursue mutual interests or goals” - Wikipedia Could this be your charity’s online Facebook community?........
Your potential Facebook community!The Social media community Community building through sharing & retweets So, how do you reach them? Let‟s start at the beginning.....
Starting out with social media Develop simple but effective profiles on the most popular social networking sites. Add some clear images and information on your charity Start promoting these to get people to „like‟ or „follow‟ you
Starting out with social media Keep people updated Be interesting & concise – don‟t overload people with too much information. Tell a great story and share news – people will pass it on Champion your supporters & offer them fundraising tips online Share other peoples stories too – they‟ll share or retweet the story This will help you to attract more followers and building your own online community
Starting out with social mediaMake the most of the features available to you – a few Facebook tips: Make the most of the timeline feature – add your charity‟s milestones. It all forms a great story and tells people about the history of your charity Use the tabs wisely Use the apps that Facebook has to offer – like this great email app People will share your story if you ask. So, ask! A few Twitter examples...
The power of social media An example of online community fundraising at it‟s best – with a celeb thrown in for good measure...
The power of social media Percentage of referrals to JustGiving from Twitter on 14 march 2009
The power of social media 1,106 donations £4.86 average donation Total – over £5,500
How can it be used to fundraise?Donation from September 2011 – April 2012 £925,817 total £21.50 average donation £4.50 value per share £55,482.48 total £25.18 average £1.80 value per share £21,912 total £33.87 average £3.30 value per share £1,000,000
How can it be used to fundraise? In 2011 These donors gave Facebook drove £22 million (with just over a million under £1million donors to raised alone from JustGiving mobile Facebook) People were driven to Justgiving via links, shares, likes, charity pages & status updates – things you can do via your own Facebook page Future gazing: By 2015 we estimate 50% of donations onJustGiving will come from Facebook
How can it be used to fundraise? Your supporters can now donate to your charity without leaving Facebook at all by adding a donation tab app
How can it be used to fundraise?Help your fundraisers raisemore through social mediaby sending them some ofJustGiving’s tips
How can it be used to fundraise?JustGiving has made it easier for donors and fundraisers to share informationon Facebook too. This opens up fundraiser‟s pages to a wider pool of people.
After every action on JustGiving, we encourage you to shareThe Social media communityYou can share all kinds of actions to Facebook, Twitter, LinkedIn & even by email1 share can be worth up to....... Community building through sharing & retweets
Summary – What we’ve covered1. What is social media? sharing of information through social networking sites2. Social media trends 68% of the Uk population is on Facebook4. The online community aka ‘the social network’ Who makes up yours? Potentially everyone!5. The power of social media – what can it do? Spread a story like wildfire apparently5. Starting out with social media Set up your profiles, promote & update with amazing info!6. How can it be used to fundraise? Donations apps & sharing like there’s no tomorrow!