What charities really think of online giving, and how to make the most of it


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This is a presentation given at the Institute of Fundraising North Social Media Conference, and the Professional Fundraising 'digicomms' conference in January and February 2009.

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What charities really think of online giving, and how to make the most of it

  1. 1. <ul><li>What charities really think of online giving, and how to make the most of it </li></ul>Jonathan Waddingham Justgiving 12 February 2009
  2. 2. Some insight from our supporter surveys…(1,491 donors)
  3. 3. Some insight from charity surveys… (656 charities) http:// icanhaz.com /pf
  4. 4. So where does that leave us? Only 5% making the most? 40% giving less? http://flickr.com/photos/lounger/199416317
  5. 5. So where does that leave us? Where’s the money coming from? http://flickr.com/photos/rachelpasch/2346477690 Chance to innovate?
  6. 6. Growth in “user created” events
  7. 7. Is this the return of Community Fundraising?
  8. 8. Community fundraising… “ Mass participation events will survive the downturn and be an area of massive potential because the amount raised per head is manageable” John Neate, Chief Executive, Prostate Cancer Charity http://icanhaz.com/commFR
  9. 9. What’s the key to weathering the storm? “ Devolved fundraising involves surrendering a certain amount of overall control” Kevin Blowe, Buwan Kothi International Trust Don’t go there! http://flickr.com/photos/daflow/538975768 http://icanhaz.com/ipledge
  10. 10. Give your supporters the opportunity to be creative http://flickr.com/photos/johncabell/64548429
  11. 11. What happens when a community supports something… http://icanhaz.com/pistonheads “ White Van Man has set up a donations page to support the Yorkshire Air Ambulance through justgiving.com in thanks for their work getting Richard Hammond to hospital in double quick smooth running time.”
  12. 12. Fundraising for Richard Hammond… http:// icanhaz.com/hammond www.justgiving.com/phrichardhammond £190,000 raised in 7 days Original target: £340
  13. 13. And again… An article… A facebook group www.guardian.co.uk/commentisfree/2008/jun/20/transport.religion www.facebook.com/group.php?gid=32985131033
  14. 14. The Atheist bus phenomenon http://justgiving.wordpress.com/2008/10/24/atheist-bus-rides-again
  15. 15. Lessons to be learnt from the Atheist Bus campaign… http:// icanhaz.com/abus Prepare to lose a certain amount of control Make it easy to share content online Reach out to bloggers as well as traditional PR and print media Enable people to have conversations about your appeal Be prepared to be imaginative and take risks
  16. 16. Promote creativity www.justgiving.com/charitysupport
  17. 17. Use the web. Invest in it Create micro-sites for thanking, not just for asking Show how donations are used – videos/photos/stories Develop an online donor development plan Develop an online fundraiser development plan Be creative
  18. 18. RNID Impact Report (annual report in the digital age) www.rnidimpact.org.uk
  19. 19. Social Media is a toolset http://flickr.com/photos/dbarefoot/1814873464 They are tools that allow you to do something You have to figure out what that *something* is, what your *goal* is, your *strategy*…
  20. 20. Facebook – biggest referrer to Justgiving http:// icanhaz.com/jgfb
  21. 21. Facebook – biggest referrer to Justgiving Over 100,000 installs of Justgiving Facebook application http:// apps.new.facebook.com/justgiving
  22. 22. How people use Facebook to fundraise http:// icanhaz.com/jgfb
  23. 23. What are you ‘feeding’ your supporters online? http://flickr.com/photos/margin/2843636316
  24. 24. How are you treating your supporters online? http://flickr.com/photos/kaptainkobold/195999767
  25. 25. Are they part of your story? http://flickr.com/photos/umjanedoan/496707576
  26. 26. Are they part of your dreams? http://flickr.com/photos/gi/2953550
  27. 27. Contact me… Jonathan Waddingham [email_address] twitter.com/jon_bedford justgiving.com/blog