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An introduction to (digital) fundraising - campaign bootcamp

What is fundraising? What makes a good ask? How do you ask? How do you tell a good story? How will it work on mobile, on social? How would you ask for money on email? All questions asked (and not necessarily answered) in this deck, given to the next generation of campaigners at campaign bootcamp in October 2014.

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An introduction to (digital) fundraising - campaign bootcamp

  1. 1. An introduction to (digital) Fundraising Jonathan Waddingham Social & Labs Product Manager @JustGiving @jon_bedford Campaign Bootcamp, October 2014
  2. 2. Give us yer fecking money www.flickr.com/photos/flamesworddragon
  3. 3. What we’ll cover today What is fundraising? Digital fundraising and digital trends Storytelling The role of Social A bunch of fun exercises...
  4. 4. What is fundraising? http://www.flickr.com/photos/howardlake/2968799101
  5. 5. http://www.flickr.com/photos/wwward0/7369844802
  6. 6. Is it this? http://www.flickr.com/photos/howardlake/4995038929
  7. 7. http://www.flickr.com/photos/nickwebb/8669415884
  8. 8. http://www.flickr.com/photos/howardlake/12613212134/
  9. 9. Fundraising is about *storytelling*
  10. 10. Fundraising is not about asking for money
  11. 11. What the Wolf of Wolf St has to teach us...
  12. 12. “The real answer is, before I’m even going to sell a pen to anybody, I need to know about the person, I want to know what their needs are, what kind of pens do they use, do they use a pen? How often do they use a pen? www.flickr.com/photos/orangeacid/204163683
  13. 13. Ask me for some money Image: TaxRebate.org.uk
  14. 14. If you don’t ask, you don’t get (first rule of fundraising)
  15. 15. Fundraising is not about asking for money
  16. 16. Fundraising is not about asking for money at the right time
  17. 17. Digital fundraising is about digital storytelling
  18. 18. The digital world moves *fast*
  19. 19. Growth in smartphone usage 37% 15% www.thinkwithgoogle.com/mobileplanet 0% 2011 2012 2013 30% 31% 52% 32% 61% 51% 44% 65% 40% 74% 62% 56% Australia South Africa UAE UK USA
  20. 20. The Growth of mobile on JustGiving
  21. 21. This is how your audience sees your content www.flickr.com/photos/garryknight/4888370567
  22. 22. Anyway, back to storytelling
  23. 23. Wateraid’s Big Dig http://youtu.be/jAYhTmptQzk
  24. 24. Wateraid’s Big Dig http://www.thebigdig.org/
  25. 25. Do emotive videos work best? http://www.africafornorway.no/
  26. 26. How do you find great stories?
  27. 27. Advice from @ifundraiser http://sofii.org
  28. 28. Fundraising dos and don’ts Focus on individual not the many Say where the money is going Focus on outcomes and impact (not how much is spent on admin) Talk about YOU not WE Find the best stories in your organisation Find the best stories outside your organisation Add a sense of urgency Appeal to the emotional and rational
  29. 29. What’s your story?
  30. 30. Can you write a long ask?
  31. 31. Back to the theory...
  32. 32. This summer’s latest trend facebook.com/cancerresearchuk
  33. 33. Bbbrrr @benrmatthews
  34. 34. #meme-raising Mobile first (charity second) SMS donations Participative Shareable
  35. 35. Does social media impact fundraising?
  36. 36. Growth of mobile Facebook on JustGiving
  37. 37. Images work well (on Facebook especially) www.facebook.com/mndassociation
  38. 38. Videos are great for social too https://vine.co/v/b5tnVIVjt2M
  39. 39. Stories on social
  40. 40. Describe your campaign in a Facebook post Title: needs to be eye catching and include a strong call to action Description: needs to add context, emotion and urgency URL: adds trust Use good images
  41. 41. Include a call to action Mention your account or relevant hashtag Add tracking codes to your URLs Use Twitter cards to pull more information into Twitter More calls to action and context Tweets are 140 character stories
  42. 42. Can you write an ask on social?
  43. 43. www.pinterest.com/mark phillips/old-charity-ads
  44. 44. How that might look now?
  45. 45. http://www.pinterest.com/pin/125186064615323468/
  46. 46. In 2014?
  47. 47. In summary
  48. 48. Fundraising dos and don’ts Focus on individual not the many Say where the money is going Focus on outcomes and impact (not how much is spent on admin) Talk about YOU not WE Find the best stories in your organisation Find the best stories outside your organisation Add a sense of urgency Appeal to the emotional and rational
  49. 49. Thanks! Jonathan Waddingham @jon_bedford slideshare.net/jwaddingham

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