What charities really think of online fundraising and how to make the most of it - new and updated presentation - woo!

1. What charities really think
of online giving, and how to
make the most of it
Jonathan Waddingham
Justgiving
14th May 2009

2. Some insight from our charity research (Summer 08)
Which of these statements is closest to how you see your charity’s use of
online fundraising?
5% I feel we’re having a good go, but could do better.
17% I feel we’re trailing other charities, but we're not sure
what to do next.
I feel we’re way behind.
I feel we’re making the most of online fundraising.
56%
22%
http://icanhaz.com/pf

3. Some insight from our credit crunch research
In the next three months, do you think you may have to
reconsider how much you give to charity?
70%
61% 61%
60%
50%
40%
32% January - February
30%
30%
March
20%
10% 7% 6%
3% 2%
0%
No, I don't think I will Yes, I may consider Yes, I may consider Yes, I may consider
giving a little less cutting back a lot stopping giving
http://icanhaz.com/crunchmonitor

4. http://www.flickr.com/photos/villes/696080093

5. http://www.flickr.com/photos/sutto007/2718159886

6. More insight from our credit crunch research
Has being affected by the economic downturn affected how hard
people think about giving to charity?
60%
51%
50%
44%
41% 41%
40%
35%
29% Affected and thought harder
30%
Unaffected and thought harder
All those who thought harder
18%
20%
13%
8%
10% 8%
6%
3%
2% 2%
1%
0%
I give more than I give about the I still give, but a I've cut back a lot I've largely stopped
before same little less giving
http://icanhaz.com/crunchmonitor

7. Growth in user created events
New quot;user createdquot; events on Justgiving
12,000
10,000
8,000
2007
6,000
2008
4,000
2,000
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

8. Is this the return of community fundraising?
Growth in user created events from 2007 to 2008
250%
200%
150%
100%
50%
0%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

9. 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

10. What’s the key to weathering the storm?
“Devolved fundraising involves surrendering a certain amount of overall control”
Kevin Blowe, Buwan Kothi International Trust
http://icanhaz.com/ipledge

11. Don’t
Go
There
http://flickr.com/photos/daflow/538975768

12. http://twitter.com/kanter/statuses/1630284412

13. Give people the tools they need
http://www.flickr.com/photos/dougbelshaw/2188294089

14. What happens when a community supports something
“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.”
http://icanhaz.com/pistonheads

15. Fundraising for Richard Hammond
Original target: £340
£190,000 raised in 7 days
http://icanhaz.com/hammond
www.justgiving.com/phrichardhammond

16. Community fundraising through Twitter
www.justgiving.com/peterserafinowicz

17. Community fundraising through Twitter – instant feedback
http://twitter.com/serafinowicz/status/1321093848

18. What happens when a community supports something
14% of referrals on 13th
March to Justgiving were
from Twitter
www.justgiving.com/peterserafinowicz

19. Community fundraising through Twitter – micro donations
Donation amounts to justgiving.com/peterserafinowicz
0%
0% 1,106 donations
1%
1% 1%
£4.86 average
3%
6%
£2.00
8% £10.00
£5.00
£4.00
£6.00
9%
66%
www.justgiving.com/peterserafinowicz

20. And again…
An article…
A Facebook group
www.facebook.com/group.php?gid=32985131033
www.guardian.co.uk/commentisfree/2008/jun/20/transport.religion

21. The atheist bus phenomenon…
Donations to www.justgiving.com/atheistbus
£100,000
£90,000
£80,000
£70,000
£60,000
£50,000
£40,000
£30,000
£20,000
£10,000
£0
21/10/2008 22/10/2008 23/10/2008 24/10/2008 25/10/2008
http://justgiving.wordpress.com/2008/10/24/atheist-bus-rides-again

22. Lessons to be learnt from the Atheist Bus Campaign
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
http://icanhaz.com/abus

23. Promote creativity…
Weddings?
http://www.wateraid.org/uk/donate/858.asp?lnkid=uk,wed

24. Promote creativity…
Other ways…?
http://www.oxfam.org.uk/get_involved/fundraise/fundraising_guide

25. Use the web. Invest in it
Create websites for thanking, not just for asking
Show how donations are used – videos/photos/stories – and allow feedback
Develop an online donor development plan
Develop an online fundraiser development plan
Be creative

26. RNID Impact Report (annual report in the digital age)
www.rnidimpact.org.uk

27. Canadian blood services thank-you site
http://thankyourdonor.ca
http://www.andrewjrobinson.net/?p=75

28. Social Media is a toolset – use it wisely
They are tools that allow you to
do something
You have to figure out what
that something is, what your
goal is, your strategy…
http://flickr.com/photos/dbarefoot/1814873464

29. Facebook – biggest referrer to Justgiving
http://icanhaz.com/jgfb

30. Facebook – biggest referrer to Justgiving
Over 300,000 installs of
Justgiving Facebook application
http://apps.new.facebook.com/justgiving

31. Facebook – still growing…
http://apps.new.facebook.com/justgiving

32. How people use Facebook to fundraise
Areas of Facebook people come to Justgiving
posted
friends Wall
event 0%
3% 1%
3%
inbox
11%
profile
35%
Group
23%
home
24%
http://icanhaz.com/jgfb

33. What are you ‘feeding’ your supporters online?
http://flickr.com/photos/margin/2843636316

34. What are you telling your supporters?
http://flickr.com/photos/mpdanielcouk/3425205250

35. How are you treating your supporters online?
http://flickr.com/photos/kaptainkobold/195999767

36. Are they part of your story?
http://flickr.com/photos/umjanedoan/496707576

37. Are they part of your dreams?
http://flickr.com/photos/gi/2953550

38. Contact me…
Jonathan Waddingham
jonathan@justgiving.com
twitter.com/jon_bedford
justgiving.com/blog