The document discusses the challenges and opportunities in fundraising, focusing on the need for charities to adapt to digital trends and engage younger donors. Key insights include the necessity of using social media for interaction rather than just broadcasting, as well as the increasing reliance on older donors. It highlights successful case studies and provides recommendations for charities to enhance their online presence and fundraising efforts.

1. Thursday 24 th November 2011 NCVO: Sustainable Funding Conference The secrets to learning more online Nick Aldridge, CEO, MissionFish UK Ria Fleming, Head of Campaigns, MissionFish UK

2. The fundraising challenge: Fewer, older, less spontaneous Growing reliance on older donors Giving rates are currently lower among the youngest households. Casual giving less prevalent e.g. collections tins, raffle tickets 59% concerned that charities spent donations on admin + fundraising. 57% of 16-24s concerned charities don’t respect their supporters Non-donors, DCLG Citizenship Survey 2008/9

3. Is digital the answer? KEY TRENDS Convergence of TV and internet Internet will remain the perfect medium for rapid trends The web will only increase in its interactivity and personalisation The web has the power to be a leveller between big and small Nobody can escape The mobile is in the ascendant Digital = mainstream mobile social

4. Seizing the opportunity and engaging in conversation

5. Talk (and listen) to supporters and fundraisers

6. RECOMMENDATIONS, TIPS AND CASE STUDIES What next?

7. A golden era for feedback “ The truth is, people have always been having these conversations about your organisation, but now you actually have a chance to respond to concerns and open up dialogue.” Amy Sample-Ward, NTEN

8. Advocates – find them, nurture them “ after wishing one woman luck with a charity run, she started to engage with us on Twitter. In 2012 she’s planning to run the Virgin London Marathon and raise money for us with her husband and two friends. If you engage with people online, and start a good conversation they can eventually become advocates – bringing in their family and friends as supporters too.” Jack Cumming, e-Commerce Manager, AICR

9. It takes (a lot) more time than you think “ The level of workload has certainly surprised us. If you just want to use social media as a broadcasting tool then it probably doesn’t take so much time, but to make the most of it is a full-time job for us.” Steve Taylor, League Against Cruel Sports

10. SOCIAL MEDIA IN FUNDRAISING But is it working?

11. The hat £81,101 raised through the eBay auction for children’s charities “ Organic” social media strategy didn’t happen, but it turbocharged the auction

12. Social Media in eBay fundraising: Comic Relief £16,550

13. Elephant Family: Jungle City

14. For more information… www.missionfish.org.uk/research Online fundraising & social media: Current trends & predictions Principles & rules for success Practical tips for online projects Case studies of online initiatives