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Lessons to be learnt from supporter-led appeals<br />Jonathan Waddingham<br />@jon_bedford<br />Product Manager @JustGivin...
Ways of asking vs ways of donating on JustGiving<br />
www.facebook.com/group.php?gid=32985131033 <br />www.guardian.co.uk/commentisfree/2008/jun/20/transport.religion <br />An ...
http://bit.ly/JGbus<br />The atheist bus phenomenon<br />
Quirky and different – a shared passion<br />Easy to share<br />Used social media to connect a group of like minded people...
Rage against the x factor<br />http://bit.ly/inthename<br />
Fundraising after download<br />www.justgiving.com/ratm4xmas<br />
Quirky and different – a shared passion<br />Easy to share<br />Used social media to connect a group of like minded people...
The rise of social media and online fundraising<br />
Some context from past trends<br />http://weblogs.hitwise.com/robin-goad/2007/09/facebook_and_charities.html<br />
Looking at current trends...<br />
2%<br />Twitter<br />46%<br />Facebook<br />JustGiving referral traffic<br />
Social network users are older than you think...<br />37<br />(Source: pingdom.com)<br />
An extraordinary Facebook stat<br />74%<br />Sources: Office for National Statistics and checkfacebook.com<br />
http://icanhaz.com/connectJG<br />Facebook Connect and JustGiving<br />
Facebook Connect and JustGiving<br />1:1<br />Percentage of sponsors share their donation with Facebook Connect<br />20%<b...
Facebook app<br />30k<br />740k<br />http://apps.facebook.com/justgivingapp<br />
Virtual Gifts app<br />http://apps.facebook.com/justgivinggifts<br />
But what about Twitter?<br />
Dogs Trust Twibbon fundraising experiment<br />
Dogs Trust Twibbon fundraising experiment<br />
http://twitter.com/dogstrust/status/8850734779<br />
Twibbon supporters<br />
www.justgiving.com/Valentines-Twibbon<br />
The results<br />http://twibbon.com/join/Dogs-Trust-Valentine-Appeal <br />
The results<br />£1,074<br />Total raised<br />179<br />Donations<br />£6<br />Average donation<br />10%<br />Donation con...
The results<br />40%<br />1,682<br />Existing donors<br />Prospects<br />21%<br />New donors<br />39%<br />Anonymous donat...
Did this work?<br />Why did it work?<br />£1,218<br />13:1<br />60p<br />Net income inc Gift Aid<br />Return on investment...
Ways of asking vs ways of donating on JustGiving<br />
7 top tips for social media fundraising<br />Pre-existing communities are good – use them<br />Use your supporters’ networ...
Carry on the conversation...<br />Jonathan Waddingham<br />jonathan@justgiving.com<br />	@jon_bedford<br />http://blog.jus...
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Lessons to be learnt from supporter-led appeals

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Given at charity PR & fundraising in a social media world conference, October 12th 2010.

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Lessons to be learnt from supporter-led appeals

  1. 1. Lessons to be learnt from supporter-led appeals<br />Jonathan Waddingham<br />@jon_bedford<br />Product Manager @JustGiving<br />
  2. 2. Ways of asking vs ways of donating on JustGiving<br />
  3. 3. www.facebook.com/group.php?gid=32985131033 <br />www.guardian.co.uk/commentisfree/2008/jun/20/transport.religion <br />An article…<br />A Facebook group<br />A community that never knew it existed<br />
  4. 4. http://bit.ly/JGbus<br />The atheist bus phenomenon<br />
  5. 5. Quirky and different – a shared passion<br />Easy to share<br />Used social media to connect a group of like minded people<br />Charity was prepared to lose a certain amount of control<br />http://icanhaz.com/abus <br />Why did this work?<br />
  6. 6. Rage against the x factor<br />http://bit.ly/inthename<br />
  7. 7. Fundraising after download<br />www.justgiving.com/ratm4xmas<br />
  8. 8. Quirky and different – a shared passion<br />Easy to share<br />Used social media to connect a group of like minded people<br />Became a movement<br />Why did this work?<br />
  9. 9. The rise of social media and online fundraising<br />
  10. 10. Some context from past trends<br />http://weblogs.hitwise.com/robin-goad/2007/09/facebook_and_charities.html<br />
  11. 11. Looking at current trends...<br />
  12. 12. 2%<br />Twitter<br />46%<br />Facebook<br />JustGiving referral traffic<br />
  13. 13. Social network users are older than you think...<br />37<br />(Source: pingdom.com)<br />
  14. 14. An extraordinary Facebook stat<br />74%<br />Sources: Office for National Statistics and checkfacebook.com<br />
  15. 15. http://icanhaz.com/connectJG<br />Facebook Connect and JustGiving<br />
  16. 16. Facebook Connect and JustGiving<br />1:1<br />Percentage of sponsors share their donation with Facebook Connect<br />20%<br />For every person who shares a link using Facebook Connect, one person comes back to JustGiving<br />
  17. 17. Facebook app<br />30k<br />740k<br />http://apps.facebook.com/justgivingapp<br />
  18. 18. Virtual Gifts app<br />http://apps.facebook.com/justgivinggifts<br />
  19. 19. But what about Twitter?<br />
  20. 20. Dogs Trust Twibbon fundraising experiment<br />
  21. 21. Dogs Trust Twibbon fundraising experiment<br />
  22. 22. http://twitter.com/dogstrust/status/8850734779<br />
  23. 23. Twibbon supporters<br />
  24. 24. www.justgiving.com/Valentines-Twibbon<br />
  25. 25. The results<br />http://twibbon.com/join/Dogs-Trust-Valentine-Appeal <br />
  26. 26. The results<br />£1,074<br />Total raised<br />179<br />Donations<br />£6<br />Average donation<br />10%<br />Donation conversion<br />http://twibbon.com/join/Dogs-Trust-Valentine-Appeal <br />
  27. 27. The results<br />40%<br />1,682<br />Existing donors<br />Prospects<br />21%<br />New donors<br />39%<br />Anonymous donations<br />http://twibbon.com/join/Dogs-Trust-Valentine-Appeal <br />
  28. 28. Did this work?<br />Why did it work?<br />£1,218<br />13:1<br />60p<br />Net income inc Gift Aid<br />Return on investment<br />Value per Twibbon?<br />Great existing community<br />Clear call to action<br />Timely – Valentine’s day<br />Easy to add the Twibbon<br />Easy to donate<br />Fun<br />
  29. 29. Ways of asking vs ways of donating on JustGiving<br />
  30. 30.
  31. 31. 7 top tips for social media fundraising<br />Pre-existing communities are good – use them<br />Use your supporters’ networks<br />Simple beats complicated<br />Enable as much sharing as possible<br />Ensure content is quirky, different or fun<br />Make it timely – is your appeal relevant?<br />Test your assumptions, and fail fast<br />www.flickr.com/photos/merfam/2155849987<br />
  32. 32. Carry on the conversation...<br />Jonathan Waddingham<br />jonathan@justgiving.com<br /> @jon_bedford<br />http://blog.justgiving.com <br />slideshare.net/jwaddingham<br />http://bit.ly/JWblog <br />Search LinkedIn<br />

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