The document discusses how Dogs Trust has used social media like Facebook, Twitter, and Twibbon to raise funds. It provides statistics on social media usage and examples of Dogs Trust's successful social media campaigns like a Twibbon campaign for Valentine's Day that raised over £1,500 from 370 donors. The document also discusses Dogs Trust's use of its Facebook page to do a fundraising drive that netted £1,500 from over 370 supporters. It concludes by discussing potential future directions for social media fundraising like seamless donations on mobile apps and social networks.

1. Fundraising through Social
Media at Dogs Trust
Alex Goldstein
Digital Marketing Officer
DogsTrust
Jonathan Waddingham
Digital Strategist
JustGiving

2. Good Morning!
• Responsible for DogsTrust social media presence
• Looks after dogstrust.co.uk, doggysnaps.com
• Digital Marketing, email marketing and more..
• Work with charities to make best use of the web
• Research online giving trends to provide insight
• Manage JustGiving‟s social media strategies
www.slideshare.net/jwaddingham

3. What we’ll talk about
Latest social media stats
Social media & JustGiving
DogsTrust & Twibbon
DogsTrust & other social media fundraising – Facebook and Waggy Walks
Thoughts for the future

4. Online is social

5. Online social networks
Global web users spent an average of approximately 5.5
hours on social networks in February 2010. This is an
increase of more than two hours versus the same period in
2009.
Nielsen, February 2010

6. Twitter is still growing
105 million
users

7. Facebook is still growing too
>400
million
users >50% users
log in every
day Average user
spends 55
mins per day
on Facebook
http://www.facebook.com/press/info.php?statistics

8. Social network users are older than you think...
37
(Source: pingdom.com)

9. JustGiving traffic and Social Media
Direct Facebook Twitter

10. BETA Facebook app
135k
514k

11. JustGiving guide to social media fundraising
http://bit.ly/SMguide

12. Facebook Connect
http://developers.facebook.com/connect.php

13. www.protectthehuman.com

14. Facebook Connect and JustGiving
http://icanhaz.com/connectJG

15. Where people come from on Facebook to
JustGiving
Percentage of Facebook visits to JustGiving
from Facebook newsfeed
66%
Percentage of Facebook visits to
JustGiving from Facebook inbox
1%

16. Facebook “liking”
http://developers.facebook.com/plugins

17. Twibbon, DogsTrust & JustGiving

18. http://twitter.com/twibbon/status/8851013291

19. http://twitter.com/dogstrust/status/8850734779

20. Twibbon supporters

21. www.justgiving.com/Valentines-Twibbon

22. The results
http://twibbon.com/join/Dogs-Trust-Valentine-Appeal

23. The results
Avg donation
£6
10% Conversion rate
60p Each Twibbon‟s
value

24. Why did this work?
Great existing community
Clear call to action
Low effort
Timely – Valentine‟s day
Find out more at http://bit.ly/JGTwibbon

25. Dogs Trust on Facebook: Before
A community of 63,000+ supporters
A PayPal donation button
Dogs Trust and supporter comments visible
Best case scenario target (£2 per supporter)

26. Dogs Trust on Facebook: During
Short timeline: 24 hours
Updates on totals and average donations
Trailers – “update coming at 4pm”
“Shopping list” of what can be done with
different amounts of money

27. Dogs Trust on Facebook: After
£1,500 raised by 370 people:
avg donation £4
January was the right time to do it:
a dog is for life, not just for Christmas
Demands to remind people monthly:
“more personal than direct debit”
Could try a different approach every
month (Twibbon followed in February)
No easy way of claiming Gift Aid or
collecting supporter data using PayPal
Followed up with congratulations „certificate‟

28. Why did this work?
Great existing community – 63,000
Simple call to action
Low effort
Timely – people still thinking a dog is for life, not just for Christmas...

29. Waggy Walks: digital media then social media
Four mailings over August, September and
October 2009
Two individual mailings, two general mailings
Each mailing had 300,000 recipients
30,000 registrants
5,000 of which completed walks
£50,000 raised (but not everyone raised money)
Sponsor dog for non-attendees - £5,000 raised, competition run, mostly email-driven
Social media more active during / after event than before: twitpic, hashtags, Flickr

30. Waggy Walks: October 2010
Registration fees keep fundraisers focussed
Pre-emptively set up photo album, hashtag etc
Email still has a great deal of value for events
More info to come for 2010!

31. Promoting social pages
Sent to every registrant of www.dogstrust.org.uk
Immediate spike of 1,000 „fans‟ when first started
Around 2,000 sent every week
Average of 800 new Facebook „likes‟ per week
Followed on from DoggySnaps emails

32. Cross-promotion

33. Things to think about
Pre-existing communities are good – use them
Use your supporters‟ networks
Simple beats complicated every time
Allow as much sharing as possible
Quirky and different helps – and fun too
Timeliness – is it relevant?
Test your assumptions, and fail fast
Don‟t forget email!

34. Carry on the conversation
Jonathan Waddingham Alex Goldstein
jonathan@justgiving.com alex.goldstein@dogstrust.org.uk
@jon_bedford @mokuska
http://blog.justgiving.com @dogstrust
slideshare.net/jwaddingham http://dogstrustblog.blogspot.com
http://bit.ly/JWblog http://www.dogstrust.org.uk
Search LinkedIn Search LinkedIn

35. The future of social media fundraising?
Seamless donations on mobile apps
Seamless donations on social networks
Rich charity sites that are totally integrated with social networks
Hyper-local fundraising powered by location based social networks and mobile apps