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The future of Facebook fundraising - IoF National Convention 2012


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Facebook is the world's largest social network and charities are keen to create communities and engage with supporters there, yet few are using any of Facebook's tools to raise any money effectively. Based on data from Facebook and JustGiving, we show you how to prompt donors to share their donations and the pound value of a Facebook share compared to other social networks. You'll also hear Facebook's own advice to charities on using the platform, and how a charity has successfully done so.

Published in: Technology, Business

The future of Facebook fundraising - IoF National Convention 2012

  1. 1. The future ofFacebook fundraisingJonathan Waddingham Rosa Birch@jon_bedford @rosabirchProduct Manager @justgiving FacebookJuly 2 2012
  2. 2. “What‟s the ROI?” £5-£12
  3. 3. What we‟ll coverWhere we are nowWhy sharing is importantFacebook TimelineCase studiesFacebook hints and tipsThe future
  4. 4. Then...
  5. 5. And now...In 2011, Facebook drove over a million donors to JustGivingThey gave £22 million with just under £1 million raised alone frommobile FacebookIn May 2012, 32% of donations came from Facebook, a 130% yearon year growthOver £200,000 raised so far in 2012 through Facebook canvasapplicationBy 2015 we estimate 50% of donations on JustGiving will comefrom Facebook
  6. 6. Connections are happeningon a massive scale 901M 488M People on Facebook Facebook mobile users
  7. 7. 31M+ activeusers in the UK 50%+ of those users return daily Source: Facebook Internal Data, Oct 2011
  8. 8. You get the picture...
  9. 9. But don‟t forget that it‟s about people Facebook Connections 901M people friends of fans: 34X more people than fans Fans
  10. 10. So, how canorganisations useFacebook to spread theirmessage and cause?5 top tips
  11. 11. 1. Make the most of the timelinefeature▪ Curate the history of your organisation with Timeline highlighting important milestones.
  12. 12. 2. Pin featured posts to the top
  13. 13. 3. Set clear guidelines on your pagefrom the start
  14. 14. 4. Create a “ConversationCalendar”▪ Work out a broad publishing strategy to help you manage your page effectively▪ Balance the type of posts you publish
  15. 15. 5. Work with your existingsupporters
  16. 16. Resources at your disposal
  17. 17. Facebook
  18. 18. Facebook
  19. 19. Non-Profits on
  20. 20. Facebook Pages functionality: neverstaticAs a professional Facebook user, to keep informed
  21. 21. Known issues on FacebookAs a professional Facebook user, to check for up-to-date informationabout bugs and issues on the site.
  22. 22. Use Insights tool to learn what‟s working Discover who is connecting with your business by age, gender, and location See who is talking about your business in the past month All Post Types Post Photo Learn what content is most interesting Link and engaging Video Platform Post
  23. 23. Ads and Sponsored Stories Choose your budget Target your ad to the relevant audience Create multiple ads. Refine and replace ads that aren‟t working
  24. 24. 2x increase in engagementwhen users are shown an ad with a friend‟s name in it 68% more likely to remember an ad when associated with a friend‟s name 4x more likely to purchase after seeing an ad associated with a friend‟s name
  25. 25. The power of sharing
  26. 26. Social sponsorship
  27. 27. Donations from Sep 2011 to April 2012 £925,817.73 total £21.50 average donation £4.50 value per share £55,482.48 total £25.18 average £1.80 value per share £21,912.82 total £33.87 average £3.30 value per share £1,000,000
  28. 28. Updates from fundraisers are evenmore powerful
  29. 29. The impact of a share here is massive £12
  30. 30. Sonny‟s law – after every action, shareRegistered for an event?Made a donation?Signed a petition?Signed up for newsletter?Watched a video?Encourage people to tell their friendsAnd get them to say WHY their friends will be interested
  31. 31. Think about *what* gets sharedWhat content is pre-filled in a tweet button?Do you ensure people are prompted to follow you after tweeting?What content is pre-filled on a Facebook share? A like?What do you offer the user? Awesome awesomeness?
  32. 32. The future: doing *is* sharing
  33. 33. Remembering
  34. 34. Facebook Timeline
  35. 35. Timeline integration
  36. 36. Some „inspiration‟
  37. 37. Greater context, more reach
  38. 38. Aggregations showcase charities too
  39. 39. Merlin Facebook donor acquisitioncampaignCreate an online campaign reflecting theme of the Merlin Christmas„Heroes‟ donor appealIt must: Work for donor development and acquisition Have a clear, strong call to action Have a strong interactive feel for new audiencesEncourage „member-get-member‟; content must be strong and simpleenough for people to want to share
  40. 40. Facebook appInteractive creative engages withoutcomeDonation process via JustGivingFacebook appDonors‟ comments were pulled into the tab post-donation usingJustGiving API to encourage othersto donate
  41. 41. Donor feedback
  42. 42. Facebook updates: direct cash askThey updated Facebook with a direct cash ask and clearcall to action, interspersed between campaign updatesand other news to encourage donations
  43. 43. The results?Average donation £8.58Winner „best use of tech‟ JG Awards 2012 Lots of learning
  44. 44. Boden and kids company £37k
  45. 45. Integrating with Facebook
  46. 46. Use Facebook plugins
  47. 47. There are loads of useful plugins
  48. 48. And they‟re super easy to use
  49. 49. Even the SAS use Facebook plugins!
  50. 50. Pro tip – tracking
  51. 51. Google analytics social tracking
  52. 52. One last
  53. 53. 488M+mobile users each month
  54. 54. Who do you want to be?
  55. 55. Mobile optimisation is really important
  56. 56. You can cheat by using social media
  57. 57. Growth of mobile % mobile visits to JustGiving 35% 32% 30% 25% 20% 15% 15% 10% 6% 5% 0% April 2010 April 2011 April 2012
  58. 58. Growth of mobile Facebook % Facebook mobile traffic 12% 11% 10% 8% 6% 4% 4% 2% 0.18% 0% April 2010 April 2011 April 2012
  59. 59. What‟s not to like?Encourage shares as much as possibleIntegrate if you canFundraising is possibleTest and learnThink mobile
  60. 60. Rosa WaddinghamProduct Manager