How to use online communities to
fundraise and boost your online
donations


Jonathan Waddingham
Digital Strategist
JustGi...
Good morning!


•   Digital Strategist at JustGiving
•   Work with charities to make best use of the web
•   Research onli...
DogsTrust and Twibbon




                        http://twitter.com/twibbon/status/8851013291

                        ht...
DogsTrust and Twibbon




                                                     http://bit.ly/info/a5fxqB
                 ...
After donating, people were sent to JustGiving page




                www.justgiving.com/Valentines-Twibbon
DogsTrust and Twibbon
                        Average donation




                              £6


                    ...
Why did this work?


 Great existing community

 Clear call to action

 Low effort

 Timely – Valentine’s day
Communities that never knew they were...

                                          An article…




 A Facebook group




...
The atheist bus phenomenon




             www.justgiving.com/atheistbus   http://bit.ly/JGbus
Why did this work?


 Quirky and different – a shared passion

 Easy to share

 Used social media to connect a group of li...
Community fundraising through Twitter




             http://twitter.com/serafinowicz/status/1321093848
Community fundraising through Twitter




                       14%         Percentage of referrals to
                  ...
Fundraising through Twitter – micro donations

                                           1,106 donations

               ...
Why did this work?


 Pre-existing community of people who followed Peter

 Community mainly based on sharing puns! Releva...
Fundraising on Facebook




                                            Users in last month

                             ...
Facebook Connect




          http://developers.facebook.com/connect.php

                 http://icanhaz.com/fbconnect
Facebook Connect and JustGiving




               http://icanhaz.com/connectJG
Where people come from on Facebook to JustGiving



                     Percentage of Facebook visits to JustGiving
     ...
Facebook Connect & Amnesty




                www.protectthehuman.com
St Ann’s social media success

                                 238%




     http://icanhaz.com/stanns
What have we learned?
Pre-existing communities are good – use them

Look for distributed communities you can tap into

Use...
JustGiving guide to social media fundraising




http://charities.justgiving.com
Say hello here…

Jonathan Waddingham

jonathan@justgiving.com

       @jon_bedford
http://charities.justgiving.com

slides...
Upcoming SlideShare
Loading in …5
×

How To Use Online Communities To Fundraise And Boost Online Donations

3,167 views

Published on

This short presentation was designed to give examples of how people have engaged a community to raise money for charity. They could be individual driven, charity driven, or group driven...

How To Use Online Communities To Fundraise And Boost Online Donations

  1. 1. How to use online communities to fundraise and boost your online donations Jonathan Waddingham Digital Strategist JustGiving
  2. 2. Good morning! • Digital Strategist at JustGiving • Work with charities to make best use of the web • Research online giving trends to provide insight • Manage JustGiving’s social media strategy www.slideshare.net/jwaddingham
  3. 3. DogsTrust and Twibbon http://twitter.com/twibbon/status/8851013291 http://twitter.com/dogstrust/status/8850734779
  4. 4. DogsTrust and Twibbon http://bit.ly/info/a5fxqB http://twibbon.com/join/Dogs-Trust-Valentine-Appeal
  5. 5. After donating, people were sent to JustGiving page www.justgiving.com/Valentines-Twibbon
  6. 6. DogsTrust and Twibbon Average donation £6 Conversion rate 10%
  7. 7. Why did this work? Great existing community Clear call to action Low effort Timely – Valentine’s day
  8. 8. Communities that never knew they were... An article… A Facebook group www.facebook.com/group.php?gid=32985131033 www.guardian.co.uk/commentisfree/2008/jun/20/transport.religion
  9. 9. The atheist bus phenomenon www.justgiving.com/atheistbus http://bit.ly/JGbus
  10. 10. Why did this work? Quirky and different – a shared passion Easy to share Used social media to connect a group of like minded people Prepared to lose a certain amount of control http://icanhaz.com/abus
  11. 11. Community fundraising through Twitter http://twitter.com/serafinowicz/status/1321093848
  12. 12. Community fundraising through Twitter 14% Percentage of referrals to JustGiving from Twitter on 14th March
  13. 13. Fundraising through Twitter – micro donations 1,106 donations £4.86 average Current total: £5,396.07
  14. 14. Why did this work? Pre-existing community of people who followed Peter Community mainly based on sharing puns! Relevant. Used social media to connect a group of like minded people Quirky and different Timely – it was Red Nose Day
  15. 15. Fundraising on Facebook Users in last month Total users 96k 490k http://apps.facebook.com/justgiving
  16. 16. Facebook Connect http://developers.facebook.com/connect.php http://icanhaz.com/fbconnect
  17. 17. Facebook Connect and JustGiving http://icanhaz.com/connectJG
  18. 18. Where people come from on Facebook to JustGiving Percentage of Facebook visits to JustGiving from Facebook home page 60% Percentage of Facebook visits to 2% JustGiving from Facebook inbox
  19. 19. Facebook Connect & Amnesty www.protectthehuman.com
  20. 20. St Ann’s social media success 238% http://icanhaz.com/stanns
  21. 21. What have we learned? Pre-existing communities are good – use them Look for distributed communities you can tap into Use your supporters’ networks Simple beats complicated every time Allow as much sharing as possible Quirky and different helps – and fun too Timeliness – is it relevant? Test your assumptions, and fail fast
  22. 22. JustGiving guide to social media fundraising http://charities.justgiving.com
  23. 23. Say hello here… Jonathan Waddingham jonathan@justgiving.com @jon_bedford http://charities.justgiving.com slideshare.net/jwaddingham http://bit.ly/JWblog http://uk.linkedin.com/in/jonathanwaddingham

×