What's the value of a 'like' anyway? Sally Falvey, JustGiving
IoF Small Charity conference - A new fundraiser is coming
1. A new fundraiser is coming –
are you ready?
IoF conference: Fundraising in a small charity
Sally Chambers
@salleeann
sally@justgiving.com
2. What we’re going to cover today
1. The new fundraiser
Social media savvy
Mobile user
In Memory motivated
Employee
2. Why JustGiving?
3. How to get started on JustGiving
6. People want to give in different places
“You just put it on
Facebook and “The best thing for me
then, before you know was the link with
it, boom, you‟ve got lots Facebook.
of people on it and That was the easiest
you‟re getting thing”
[donations].”
7. Now...
In 2012 Facebook drove
1.8 million donors to JustGiving
They gave £34 million (up 44% on 2011)
Future gazing: By 2015 we estimate more than 50% of
donations on JustGiving will come from Facebook
8. Social giving: Greater context, greater reach
Enabling people to share their
donations creates a viral effect
Each share encourages more people
to give and is worth an extra £5
donation to your charity
In 2012, post-donation sharing on
Facebook generated an additional
£1.4m in donations to charity
9. Social giving: more exposure
Your charity and your
fundraisers can reach
more people,
with minimal effort
By enabling people to
share on Facebook
we‟re creating more
exposure for your
charity and your
fundraisers
10. The network effect of fundraising
Your fundraisers are great brand ambassadors for your cause
One active
fundraiser
14.2 sponsors
160 unique visits to their
fundraising page
562 friends view posts on Facebook
...and that doesn‟t include all the other
ways fundraisers share their story
11. Donations from Sept 2011 to April 2012
£925,817 total
£21.50 average donation
£4.50 value per share
£55,482.48 total
£25.18 average
£1.80 value per share
£21,912 total
£33.87 average
£3.30 value per share
12. Some social sharing tools
Sonny’s law:
After every action, get people to share:
Registered for an event?
Made a donation?
Signed a petition?
Signed-up for a newsletter?
Watched a video?
Ask them to share the news on
Facebook and Twitter!
Or you can use tools like AddThis or
ShareThis
They enable you to add these buttons
to your website, so people can share
automatically
13. Social giving: the power of an update
Video share worth
£19
Share
worth £12
www.justgiving.com/Sheila-Turner
14. Key tools – Your Facebook presence
This is a first – we‟ve developed apps that
enable people to donate without leaving
Facebook.
We have an app for your charity, so you can
add it your organisation‟s Facebook page and
receive donations..
And one for your fundraisers, so that their
friends can sponsor them.
Why important?
68% of the UK population is on Facebook.
In May 2012, 32% of donations came from
Facebook, a 130% year on year growth!
15. Charity case studies – Our top 5 Facebook timelines
1) Handicap International UK – For smart use of the „About‟ and „Featured app‟ sections
16. Charity case study – our top 5 Facebook timelines
2) Macmillan Cancer Support – For getting creative with the timeline feature
17. Charity case study – our top 5 Facebook timelines
3) Blue Cross – For highlighting and promoting interesting content
18. Charity case study – our top 5 Facebook timelines
4) Meningitis Research – For using the new cover photo feature
19. Charity case study – our top 5 Facebook timelines
5) War Child – For using an email application to encourage newsletter sign-ups
20. Action #1
Help your fundraisers raise more through social media by
sending them some of JustGiving‟s tips
Top ways of using social Top tips for fundraising Raise more by making a
media to fundraise on Twitter video
22. Growth of mobile
Percentage of mobile & tablet visits to JustGiving
45% More people are using
40%
40% the internet on their
35% mobile phones – 36
million people in the
30% 26% UK own a smartphone!
25%
20% When they visit
15% JustGiving on their
10% mobile, we are tailoring
10%
4% their experience, so it
5%
continues to be
0% enjoyable, convenient
Jan-10 Jan-11 Jan-12 Jan-13 and easy to give.
23. Mobile devices are changing the game
% of JustGiving.com traffic coming from mobile devices
35
30 120% YoY increase in
mobile browsing to
25 JustGiving YTD
20
Other
iPad
15 Android
iPhone
10
total
5
0
25. Mobile optimisation is really important
Your fundraisers and their supporters deserve the best
Your charity‟s page on JustGiving looks great on a mobile phone.
26. Mobile optimisation is really important
And we‟ve created a donation process that‟s super simple, so it‟s now
even easier for people to give on the go to your charity.
27. What to do when online isn’t an option
JustTextGiving by Vodafone is the UK‟s
first free text donation service
You receive 100% of every donation
Over 50m mobile users in the UK
empowered to give instantly and
spontaneously
It‟s for your supporters too - they can
receive text donations to their
fundraising pages Click here to find out
more about
Free marketing materials for your
charity – posters, letter templates
JustTextGiving
and a banner
28. Key tools – text donations + how it works for donors
They see your charity‟s unique six-digit
code on an advert, poster or banner
They send a text that includes your
charity‟s code and an amount
(for example, CHAR17 £10) to 70070
They‟ll then receive a thank you
message and a link to an online form
Here they can confirm whether or not
they‟re a UK tax payer
That way, your charity benefits from an
extra 25% through Gift Aid
29.
30. Charity case study – text donations
A charity that has felt the impact of text
donations is Acorns Children‟s Hospice.
It publicised a text code during a
football match and raised £7,500!
JustTextGiving is perfect for events just
like this. It also works well for:
- Cake bake sales
- Bag packing at supermarkets
These days people carry less cash, but
they always have their mobile phone!
Click here to read
this case study
31. Action #2
Encourage your supporters to set up a text code on
JustGiving and send them tips on how to use it:
How to set up a text code 5 text fundraising tips
33. In Memory growth on JustGiving
31% growth between 2010
and 2011
31%
Donations are 40% higher
than average
20%
12% of fundraising in 2012 49%
has been linked to In
Memory 57%
The top 3 categories are:
1. Running/marathons
2. Other Occasions
3. Walks
36. Action #3
Identify which supporters are raising money in memory. How
can you tailor your comms to these supporters?
Based on our research, we suggest:
Using the data available to tailor
your approach
Talking to them
Offering them as much support
as possible
37. The new London marathon fundraiser
Social media savvy Mobile user
In Memory motivated Employee
39. Fundraisers want to run with their colleagues
Branding
Quick and easy to set up
Reporting
Teams
League tables
Multi-charity partnerships
Long term partnerships
Employee choice of charity
40. Help your corporate partners raise more
“JustGiving‟s Company Fundraising profiles are
absolutely brilliant and we recommend them to
all our corporate partners. I don‟t think we would
have raised as much money as we have without
it. When we mention JustGiving to our
partners, their faces light up - they love it.”
- Macmillan
41. Action #4
Are your corporate partners one of the 400 companies who
already have company profiles on JustGiving?
If yes – you can encourage
your fundraisers to
connect to their company.
If not, put them in touch
with JustGiving and we
can help them set up a
Company Fundraising
profile
42. Digital fundraising – Why bother?
You'll raise more money
People are more generous when they give through a
website. The average online donation is £30, compared to
£15 offline.
You’ll make it easy for people to give
50m mobile phone users are ready to give instantly and
spontaneously
You’ll benefit from automatic Gift Aid reclaim
A whopping 85% of online donations are eligible for Gift
Aid, compared to only 43% offline.
You’ll be where the people are
A third of people on JustGiving find us through social
networks.
43. Why JustGiving?
You can trust us with your fundraising because we’re experts in giving
We have more than a decade‟s experience in online giving.
All of our fundraising tools are built with this expert knowledge, so you‟re in safe hands.
Automatic Gift Aid reclaim
We automatically reclaim Gift Aid on your behalf – no paperwork for you and an extra
25% on every eligible donation.
It's easy for your supporters to raise more
We‟ve developed tools for anyone to support your charity at the click of a button. And if
your supporters need any help, they can call or email us any day of the week.
You’ll have all the tools you need to fundraise all year round
Our ongoing investment in world-class technology means your charity automatically
benefits from the latest fundraising – such as text giving, facebook fundraising and
direct debit donations.
44. How it works – getting started on JustGiving
1. Register your details at
www.justgiving.com/charities.
We‟ll then email you a few simple
forms to fill-in.
2. Fill in the forms and pop them in
the post to us.
3. Once we receive your completed
forms, we'll have you registered on
JustGiving within 24 hours
• Online support:
http://just.ly/charity-support
• Email: charities@justgiving.com
• Phone: 0845 078 2065
46. About JustGiving
We believe everyone is naturally
generous and people give when they can.
Our founders – Zarine Kharas and Anne-
Marie Huby – pictured a world where giving
was easier, more enjoyable and inspiring. In
2001 they founded JustGiving and started to
make it happen.
We’re proud to say we’ve been growing
the world of giving ever since investing
our fees in world-class technology and
helping raise over £1 billion for thousands of
charities and local causes.
We’re creating a future where donating is
so inspiring that it becomes part of everyday
life. Where giving is a given.
We’d love you to join us.
Hinweis der Redaktion
Intro 2mins30 mins to give you a picture of the trends, needs and expecations driving your fundraisers.In each section I ll give you stats and data demonstrating needs, how we’ve responded to it and what Then we’ll talk quickly about how to encourage online fundraising vs offline.Let me introduce you toThe new fundraiserTheir motivations haven’t changed...But they have a complex set of needs and expectations.The four areas we’ve identified are:Social mediaMobileIn MemoryEmployee
With over half the UK population on Facebook and Twitter, social media has become part of everyday life.Giving is just one thing that people doOnline demands increase yoyFacebook, Amazon, LinkedIn, Spotify - All require passwords, pins, and are vying for their attentionThe more you can consolidate and go where people are – the stickier and more effective your London marthon fundraisers will beAre you ready to help your fundraisers reach more people and raise more money through social media?
From 2005-2007, email was the main driver of traffic to JustGiving. From the end of 2007, social networks like Facebook overtook. This is what people are doing...
This is what your fundraiser is sayingNeed:People give in different placesEnabling your supporter to give where they are – delights them. They appreciate the tools which enable them to raise money
So what about now? Using jg people can donate without leaving fb And that maximises their donation Remember JG is a payg/standalone and we’re only successful when you are. So we’re constantly looking for ways to maximise the donations to your charity.In May 2012, 32% of donations came from Facebook, a 130% year on year growth
There is an organic trend and we are responding and stimulating this...Greater context and greater reach Enabling sponsors to share their donation creates a viral effect Helping their friend (your marathon fundraiser) toreach more people, with minimal effort- By sharing on Facebook they’re opening up your fundraisers’ page to an even wider pool of people
SOCIAL SPONSORSHIPThe key point is that facebook dominates – because that’s where the vast majority of people are 1) the volume is coming from fb2) sharing is more effective on fb – for the same number of shares, you get more people coming back (which is why they value per share is high)3) twitter and linked in – once they come the average they donate is higherFigures are from people prompted to donate post donation Last year JustGiving had 130% YoY growth in the volume of donations coming through Facebook And if we keep going at this rate up to 50% of donations made will originate with Facebook by 2015 Facebook mobile drives more donations than Twitter, LinkedIn, Google Plus, and YouTube combined
Fundraisers can update their page.Now with videos.This is extremely powerful...The demographics here may surprise you....
Who has a presence on FB? Do you like the new Timeline layout?The Facebook Timeline layout provides a new area at the top of the page for you to add 255 characters of descriptive text ‘About’ your organisation. Handicap International UK have made their copy clear and concise, so first-time visitors get a real sense of their organisation’s purpose, as well as what content they can expect by liking their page.Next to the ‘About’ section, it’s clear that Handicap International UK has put a lot of thought in to having three prominent ‘call to actions’ on the page, including ‘Donate Now’. With our Facebook Giving application installed, Handicap International UK has made it possible for supporters to donate without leaving Facebook. You can find out more about installing the app on your charity’s Facebook Timeline here. By making it even easier for people to donate, you’ll hopefully see a little added generosity – people give an average of 44% more when they donate without leaving Facebook.
The new timeline layout enables charities to go back in time and add important events in your organisation’s history. Macmillan Cancer Support has used the Timeline to tell the story of the charity right back to when it was founded in 1911!
Highlighting posts that span the width of your charity’s Facebook page is a new feature introduced in the new Timeline layout. It’s really useful if you have a particular event or appeal that you want to promote to your supporters. The Blue Cross did just this by creating an image, which they posted on their Facebook Timeline, making it span across the entire width of the page. On the image they encouraged supporters who couldn’t make the Tea Party to make a text donation instead, using our free text donation service JustTextGiving by Vodafone.
The new cover photo feature is a great way for your charity to have a real impact on visitors to your Facebook Timeline. By using an effective image, Meningitis Research Foundation manage to communicate their focus on research to save lives and inspire hope in their supporters.
Like Handicap International UK, War Child UK have used the top section of their Timeline to promote key ‘call to actions’, including an e-newsletter sign-up. It enables visitors to War Child’s Facebook Timeline to sign-up to their monthly newsletters. This is a fantastic way to add new names to your email database and ultimately recruit new donors. Check out email tools such as Dot Mailer and Mail Chimp to find out about their Facebook applications.
30% of our traffic is via facebook – can’t be ignored.Mention that all links in preso can be clicked on afterwardsCreate stronger profile for charity on facebook – extends brand in timelines
More people in the world have phones than toothbrushesThese days people are on the move. And they take their mobile with them.Your marathon runners need tools that make it easy for them to fundraise, and for their friends to donate, on the fly. Are you ready to look after their mobile needs?
April 2010 – 6% mobileApril 2011 – 15% mobileApril 2012 – 32 % mobileApril 2012 – 15% of donations from mobileMillion pound days each day in april – 30% of those visitors were doing it via mobile
DOESN’T INCLUDE TEXTgamechangerEvidence of behavioural change – therefore people have gone mobile We are working in a new landscapeSite was optimised last Jan – SEE BIG SPIKESo we’ve had a 120% YoY increase in mobile browsing to JustGiving YTD (Jan – Jul 2012 vs Jan – Jul 2011)And a YoY increase in donations made through mobile of 688% Morgan Stanley projects that the mobile web will overtake the desktop web by 2014, and we’re bang on trend for that...
Mobile optimisation can be the difference between this – and thisTalk about snacktime here!!! Something non productive, junk food, etc. Huge demands on donors time – donations must be quick and optimisedConsider your usersIs your website optimised? (are you lidl or m and s)30% expect this as standard
We’ve optimised your charity’s page on JustGiving, so it looks great on a mobile phone
We’ve optimised your charity’s page on JustGiving, so it looks great on a mobile phone
As a charity – mobile on JG is optimised so you dont need to worry about thatBut how are you talking about using text?Give them the guidance to use this effectivelyRelook at your fundraising a-z and consider how text can be leveragedTell them how to use it – share examplesNote hyperlinks
There’s a very good chance your marathon runners are taking on the London marathon In Memory of someone.Are you ready to offer them a tailored fundraising experience and supporter care?
As many of your may know – we’ve seen a huge increase in the number of in memory pages on JG over the last 4 years.(31% growth in 2010-2011 alone)Estimated wsan’t good enough....
Up to last year while there was an in memory option it wasn’t a comprehensive solution. And yet people used it. Why?Need for non competitive teams....Same motivations (for support) but needs and expectations have evolvedThese ‘groups’s are often complex7 different pages3 different charitiesFamily supported the hospice – others cash for kidsMixture of pure in memory and event+In MemoryRemember that between 50-80 event pages are believed to be in mem motivatedComplex needs can only be served across a standalone – otherwise it enforces silos – and that doesn’t meet the supporters needs.
Questions to ask yourselves – Who is looking after these people within fundraisingDo they need tailored comms? They have potential to raise significantly moreAre you coding them differently?Cultivate them as long term supportersMention JG’s fundraiser support team who are trained in dealing with requests from In Mem fundraisersTalk to them – fundraisers have told us they want to hear from the charity. Don’t tread on eggshells – these supporters want to hear from you, and they have a very strong connection to your cause. Acknowledge it, communicate with them and open up.
Your london marathon runner is likely to work for a company!!No surprises there – but what is now important is how does that positively affect their fundraising in 2013
What is the trend?Despite not having specific product to serve this group.25m last year. Large piece of research and developmentNeed for brand visibilityCompetitive teamsFundraising visibility (reporting)Effective matched givingNot about siloing them off but reflecting their motivations/driversIn memory and companies aren’t mutually exclusive – the 2013 marathon runner
Need is there - Employee fundraising: 275 companies on JustGiving. Need is there and adoption is high. Xerox had a VLM team page last year. What does that mean for you as a charity?Since we launched our company fundraising offering in Oct 2011, over 1000 people have linked their fundraising pages to their company’s JustGiving profile. Company Fundraising links people together, creates a fundraising community and encourages friendly competition. Are you offering your corporate partners the best experience and showcase the good work they’re doing for your charity? Does your supporter care and comms reflect the needs of employee fundraisers? Who owns this income – how are you coding the pages?We have teams for the main site but also teams specifically aimed at corporates – part of something bigger
One of the most successful – so far
TIDY UP SLIDECustom code themso if you want your supporters to have this kind of experience for london marathon.....