4. Jon Pratty
Relationship Manager – Creative Media
at Arts Council, Associate Director, Tech
Resort Teens, and Associate Director,
People in IT Ltd
5. The Internet of Everything meets
the Internet of Place
Digital Together
Jon Pratty
6. What have I been up to?
• Developing digital learning clusters in Margate,
Eastbourne and Oxford
• Initiating Brighton Digital Festival
• Advising Brighton Fuse report
• Developing Culture Kent open data arts/tourism
project
• Associate director, Tech Resort CCF project
• Digital Public Space forum core member
• Ideas Test Ideas Camps & Webinar
8. Mobile Culture
• Mobile is the most commonly-used way to
access digital
• About 20% of ACE-funded websites in SE are
mobile friendly
• In Wordpress, it’s a simple to go mobile
• Text shorter, simpler messaging
• Think about menus
• Changes how and why people use web
10. Digital as a dimension of everything
• Digital in every section of the business plan
• Social media changes way we use web
• Many businesses now shaped by social media
• Information strategy becoming key to business
• Google Analytics measures activity live
• How should businesses run if we can see live
data about usage/consumption/rejection?
12. Data everywhere
• In the supermarket – SKU number
• On trains/planes – seats are a commodity
• When you buy a house – Right Move
• When you walk the high street
• If you go to a show
• All this can be measured
• Will it change how and what you produce?
14. Connectivity everywhere
• If you can access the web on Hastings pier,
what do you want to know?
• Why are online museum collections anchored
to websites in buildings?
• Can we re-engineer online collections so they
are distributed everywhere? Findable
everywhere?
• Augmented reality/sounds/data interactions
• Sensors feeding data around us
16. Young people and the digital economy
• Commercial digital learning economy moving
much faster than the public sector
• Young people successfully starting digital
businesses
• Design/Tech curriculum unreformed
• Business studies curriculum unreformed
• Pathways to digital careers – priority
• Talent is at least a generation younger
17.
18. New economies and new products
• Digital learning – a new marketplace?
• Hybrid creative digital learning products
• Knowledge economy
• Free or not? Commons or paid for?
• Data as a brand
• Brokers and makers of meaning
• Niche information specialists
20. Smart regions, not smart cities
• Smart cities agendas – people or platforms?
• Too much about data, not enough about
societies
• Wealth of data
• Broadband for business is key
• Joined-up data strategies across places
• Take connectivity and skills on the road
• Think about the digital divide
22. The Internet of Place
• Connected fridges? No.
• Connected government services? Yes.
• Geography – all around us
• Culture – all around us
• Environment
• People
• Representation
• Better services
24. Skills for the future
• Not developing, coding, understanding digital
systems or having your teeth pulled out
• Culture, learning and relationships are key
• Our world is becoming a giant database
• Everything is connected
• Understanding new connections is key
• But it’s not about technology
26. Back to reality
• Flag yourself to the web, make your culture
findable
• Think about what data is
• Work out what your needs are
• Take small steps
• Think about how things connect, how context
works
• Understand brand values of data
• Keep quality at the heart of the data and info plan
35. 35
We are
A tech-for-good company that is
Connecting the World’s
Causes
with People who
Care
35
DONATIONS
$3bn of donations raised since launch, $576m in
2014 (1)
CHARITIES
20,000 charities on the platform
USERS
23m users have made a transaction
REACH
Givers in 164 countries donate to causes in 12
countries
INVESTMENT
Only $7m in external investment to date
Note: (1) Assumes constant £/$ exchange rate of 1.6, includes donations from 2001-2014.
TEAM
c.150 employees
36. 36
knows who and what you like
knows what you talk about
knows what you buy
knows who you know professionally
knows what you listen to
knows what you care about.
Making the right connection
JustGiving has a Unique Understanding
37. What you care about
=
Causes you’re connected to
+
People you’re connected to
38. increasing reach and
relevance
Reach More People, Inspire
More Support, Raise More
Money
38
Fundraisers
Charities
Some
Donors
become
Fundraisers
Donors
reached
through
Social
Donors
reached
through
Matching
JustGiving
Page
Charities send
fundraisers to
JustGiving
Donors
reached
through
Email
Example
JustGiving
feed with
matches
displayed
Crowdfund
for personal
causes and
fundraise
for charities
39. Using graph theory to drive
giving
Big Data Technology Allows us to
Present the Right Cause at the
Right Time
GIVEGRAPH
CAUSE
ONTOLOGY
GIVERANK
361m
JustGiving’s unique language
landscape
An algorithm that predicts what users care
about
most at any moment
39
0
100
200
300
400
2001 2003 2005 2007 2009 2011 2013
Millions
Nodes Relationships
81m
Knows who you know and what you care
about – driven by your social network &
giving history
GiveGraph Growth
Over Time
40. 40
Justgiving in THE UK (registered
users)
JustGiving is the
Leading UK
Fundraising
Platform, with
Room for Growth
16.0m
3.0m 3.2m
15.0m
1 Aug 2014
6 Sep 2013
11 Aug 2014 1 May 2013
est.
31m 12m
Source: Statista, Cox Consultancy,
comScore, Twitter, Enders Analysis
2014
• 89% of postcodes in the UK
have donated through the
JustGiving platform
• 22.5m UK users, almost half of
the adult population
• Fastest growing (23% YOY in
2014)
41. 41
Personal Cause? Charity? Our Users can Ask Their Friends to
Donate by Creating Pages
FUNDRAISING FOR A CHARITYCROWDFUNDING FOR PERSONAL CAUSES
42. 42
Seamless mobile
experience
Responsive Apps
• iOS and Android
• Geo-location context
• Address books (enrichment of
GiveGraph)
RICHER DATA CAPTURE
OPPORTUNITIES
BENEFITS OF MOBILE EXPERIENCE
• Permanently logged in state
• In-app donations (Android),
currently lobbying Apple for
changes to in-app donation
policy
43. 43
Charity / campaign
Page
Campaign Pages Enhance Charity Outreach
CAMPAIGNS – TO BE LAUNCHED Q1 2015CHARITY PAGES
• Charities can create campaign pages to
highlight a specific appeal or event, which are
are displayed directly in the JG feed
• Individuals can choose to donate, share or
fundraise for these campaigns
ILLUSTRATIVE
EXAMPLE:
RED CROSS /
EBOLA
OUTBREAK
2014 APPEAL(1)
Note: (1) To be launched Q1 2015
• Charities have rich, crowd-sourced content
Im delighted to be here this morning to kick things off at Digital.together. It’s a great term, digital together. Kind of sums up a very very different world to the one I was born in, went to Uni in, had my first job in, in fact, it’s a term that’s only really started to become a reality for millions of people. Every day everything is connecting more and more, new ways of interacting are happening, new ideas forming and reforming, and the communities engaging around it changing with it. But we are sat in a world of divides a world of have and have nots so the term digital together may sound disingenuous to billions out there. So much work to do.
What’s the problem we are here to solve?
I am a firm believer of the power of computing and social networks to connect things, and solve problems in the process. At justgiving, we believe in that precise concept, connecting. In our case the problem we’re tryinf to solve is connecting millions of causes
with billions who people who care and indeed can do something about it.
That is at the heart of our vision and mission
JustGiving was arguably one of the earliest social applications on the web – though the label had not yet been invented when the website was launched by co-founders, Zarine Kharas and Anne-Marie Huby, in 2001 after a year of incubation.
Enabling people to collect charity donations securely online seems blindingly obvious now, but JustGiving only stumbled upon it after several iterations of its service. That was one of the many lessons learnt in the early days of the business, and continues to drive JustGiving now: it takes a lot of experimentation to gain traction. A tech business rarely gets something right first time.
JustGiving’s motivation, however, has always been the same: to use the best the web has to offer to help good causes connect with more supporters and raise more money as a result.
We’re a for-profits company that’s driven by our mission and purpose which is…..
Let me tell you a little about our scale and impact to date
Today, JustGiving is the fastest-growing social platform for giving in the world, with more than 12m registered users and over $3.3 billion raised for good causes.
The first breakthrough moment for JustGiving was the creation of a prototype page to be used by fundraisers running the London Marathon. Until that point JustGiving had been acting as a donations portal for people to make individual donations.
By creating the tools for fundraisers to galvanise the support of their friends and family around the world for a fundraising event, JustGiving unlocked a new form of giving on the web that propelled one individual fundraiser to raise £10k in a single event for the National Autistic Society.
This innovation was recognised the following year when JustGiving was awarded the New Media Age Effectiveness Grand Prix Award and the Best Use of the Web Award. The significance of this moment for JustGiving was how powerful an ask from a supporter to their network could be.
But it is in the last three years that we have seen a genuine revolution in giving and the ability for JustGiving to super-serve its community. With the social web and the rise of advanced data analytics shaping every aspect of our lives, from how we date, to how we consume music and how we shop, JustGiving was quick to recognise the enormous potential of digital disruption on the world of giving.
But how to make that right connection?
There are apps for every aspect of people’s lives – to manage our friendships, our professional reputation, and our music discovery. Each and every one of those apps constantly develops a better understanding of each of us over time.
We were the first to spot the opportunity to create a consumer app for giving – until now giving has been really fragmented and pretty unrewarding for the giver. The question we wanted to answer was: could we create a consumer app for giving that lets people manage and express their generosity in a meaningful way for the first time – and really makes people feel great, and becomes habitual as a result.
And that in a nutshell is how we’ve got to enable $3bn in giving to date – by better understanding what you care about.
What shapes what you care about is really interesting.
It’s not just the causes you’ve given to in the past, but it is the beliefs and passions of other people in your network.
Ex: if Zarine gives to a school for girls in Uganda, I’m much more likely to give to it with her.
At JustGiving, we were inspired by the science of social networks, especially the work byNicholas Christakis. He showed how we are all embedded in vast social networks of friends, family, co-workers and more, and that traits can spread from person to person within these networks. The person’s location in the network impacts that individual’s life profoundly.
On Facebook, for instance, we share our friendships, interests and experiences. We tweet to express our opinions and share news. We curate our professional lives on LinkedIn. When we want to develop and share our musical tastes we turn to Spotify. The same applies to caring.
When a person engages in some way with a good cause, they are expressing what they care about and they influence, and in turn are influenced, by the connections in their social networks.
The strength of that social influence is huge. [Also happens to be the most disruptive idea at the heart of this business – that non-profits can no longer expect lifelong loyalty based on past affiliation and donations.]
It all starts with the fundraiser: passion + compelling story (starts asking others for support)
Create a page and share it with their immediate friends.
Then we optimise sharing to Facebook every step of the way and the fundraiser’s network starts to grow (last year alone, we achieved a jaw-dropping 1.3bn page impressions on FB).
Then we extend it even further through our matching engine, by feeding their story through to the personalised home pages of the relevant JG users with the greatest propensity to support them.
And giving on JG is often the starts of more engagement: 40% of fundraisers first used JG to donate.
So over three years ago, we created a data science team to begin to unpack the potential of JustGiving’s 14 years of giving transactions and social network data. OurGiveGraph™, the world’s largest graph of giving behaviour, now contains more than 80 million nodes, thousands of causes and 285 million connections.
It models people’s interactions and giving behaviour, mapping out connections and analysing patterns and trends. Most importantly, GiveGraph now underpins every aspect of our product, and determines what every JustGiving user sees in their personalised home page, and the timing and content of the notifications they receive.
When we compared the results of matching supporters with causes by the GiveGraph with those achieved by traditional marketing methods, such as demographic segmentation, we discovered that the connections made by the GiveGraph were 91% more likely to result in a donation. By understanding and analysing people’s networks and behaviours in real time, the GiveGraph was able to identify what a person cared about, when they wanted to give, and how they wanted to give.
We are a household name in the UK
Nearly one in 2 British adults is a JustGiver. (on course to 15m users this year)
We reach almost every community in the country – 9 in 10 postcodes
And we are growing the fastest, with a lot of headroom to grow in what is the second most generous nation in the world.
User experience – fast, dynamic,
Mobile first
And products to allow charities to reach further faster.
The prospects for giving presented by big data are enormous. Creating hyper-personal experiences for new generations of supporters in an increasingly noisy digital universe, and ensuring seamless user journeys across all channels will be the only way to retain the audience’s attention.
Digital natives are bombarded with information on a daily basis and have developed unforgivingly high expectations from the brands and causes vying for their attention. Giving behaviour analysis is our response to the big challenge of capturing the imagination of a new generation of givers.
So in conclusion Having enabled $559.2 million in giving in 2014 – a 23% rise on the previous year – and with a continued focus on the development of world-class technology and innovation, we are excited about JustGiving’s role in transforming the digital giving and ensuring no good cause goes unfunded. We think its possible.
