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. Lessons to be learnt from supporter-led appeals Jonathan Waddingham @jon_bedford Product Manager @JustGiving
- 2. Ways of asking vs ways of donating on JustGiving
- 3. www.facebook.com/group.php?gid=32985131033 www.guardian.co.uk/commentisfree/2008/jun/20/transport.religion An article… A Facebook group A community that never knew it existed
- 4. http://bit.ly/JGbus The atheist bus phenomenon
- 5. Quirky and different – a shared passion Easy to share Used social media to connect a group of like minded people Charity was prepared to lose a certain amount of control http://icanhaz.com/abus Why did this work?
- 6. Rage against the x factor http://bit.ly/inthename
- 7. Fundraising after download www.justgiving.com/ratm4xmas
- 8. Quirky and different – a shared passion Easy to share Used social media to connect a group of like minded people Became a movement Why did this work?
- 9. The rise of social media and online fundraising
- 10. Some context from past trends http://weblogs.hitwise.com/robin-goad/2007/09/facebook_and_charities.html
- 11. Looking at current trends...
- 12. 2% Twitter 46% Facebook JustGiving referral traffic
- 13. Social network users are older than you think... 37 (Source: pingdom.com)
- 14. An extraordinary Facebook stat 74% Sources: Office for National Statistics and checkfacebook.com
- 15. http://icanhaz.com/connectJG Facebook Connect and JustGiving
- 16. Facebook Connect and JustGiving 1:1 Percentage of sponsors share their donation with Facebook Connect 20% For every person who shares a link using Facebook Connect, one person comes back to JustGiving
- 17. Facebook app 30k 740k http://apps.facebook.com/justgivingapp
- 18. Virtual Gifts app http://apps.facebook.com/justgivinggifts
- 19. But what about Twitter?
- 20. Dogs Trust Twibbon fundraising experiment
- 21. Dogs Trust Twibbon fundraising experiment
- 26. The results £1,074 Total raised 179 Donations £6 Average donation 10% Donation conversion http://twibbon.com/join/Dogs-Trust-Valentine-Appeal
- 27. The results 40% 1,682 Existing donors Prospects 21% New donors 39% Anonymous donations http://twibbon.com/join/Dogs-Trust-Valentine-Appeal
- 28. Did this work? Why did it work? £1,218 13:1 60p Net income inc Gift Aid Return on investment Value per Twibbon? Great existing community Clear call to action Timely – Valentine’s day Easy to add the Twibbon Easy to donate Fun
- 29. Ways of asking vs ways of donating on JustGiving
- 31. 7 top tips for social media fundraising Pre-existing communities are good – use them Use your supporters’ networks Simple beats complicated Enable as much sharing as possible Ensure content is quirky, different or fun Make it timely – is your appeal relevant? Test your assumptions, and fail fast www.flickr.com/photos/merfam/2155849987
- 32. Carry on the conversation... Jonathan Waddingham jonathan@justgiving.com @jon_bedford http://blog.justgiving.com slideshare.net/jwaddingham http://bit.ly/JWblog Search LinkedIn
Editor's Notes
- People were prompted to take survey after making a donation to an online fundraising pageDonation could have been made to any size charity in any categorySurvey carried out from 13th August 2009 to 26th May 201010,063 people took the survey
- Get the most recent charts
- Direct Traffic, Traffic from Facebook, Traffic from Twitter. 40%, 17%, 1%
- 22 Million in the UK
- In 2009, 37.4 million adults (76 per cent of the UK adult population) accessed the Internet in the three months prior to interview– 75% of UK adult online population is on Facebook27,815,540 UK facebook users
- Find a charity example too.Not just fundraising – campaigning, can be action, participation, engagement.
- Monthly Active Users86,2531.2%Daily New Users84726%Total Installed Users676,0470.10%
- The web is perfect for enabling the coming together of disparate communities
- 2,111
- People were prompted to take survey after making a donation to an online fundraising pageDonation could have been made to any size charity in any categorySurvey carried out from 13th August 2009 to 26th May 201010,063 people took the survey