This short presentation was designed to give examples of how people have engaged a community to raise money for charity. They could be individual driven, charity driven, or group driven...
How To Use Online Communities To Fundraise And Boost Online Donations
1. How to use online communities to
fundraise and boost your online
donations
Jonathan Waddingham
Digital Strategist
JustGiving
2. Good morning!
• Digital Strategist at JustGiving
• Work with charities to make best use of the web
• Research online giving trends to provide insight
• Manage JustGiving’s social media strategy
www.slideshare.net/jwaddingham
3. DogsTrust and Twibbon
http://twitter.com/twibbon/status/8851013291
http://twitter.com/dogstrust/status/8850734779
4. DogsTrust and Twibbon
http://bit.ly/info/a5fxqB
http://twibbon.com/join/Dogs-Trust-Valentine-Appeal
5. After donating, people were sent to JustGiving page
www.justgiving.com/Valentines-Twibbon
7. Why did this work?
Great existing community
Clear call to action
Low effort
Timely – Valentine’s day
8. Communities that never knew they were...
An article…
A Facebook group
www.facebook.com/group.php?gid=32985131033
www.guardian.co.uk/commentisfree/2008/jun/20/transport.religion
9. The atheist bus phenomenon
www.justgiving.com/atheistbus http://bit.ly/JGbus
10. Why did this work?
Quirky and different – a shared passion
Easy to share
Used social media to connect a group of like minded people
Prepared to lose a certain amount of control
http://icanhaz.com/abus
14. Why did this work?
Pre-existing community of people who followed Peter
Community mainly based on sharing puns! Relevant.
Used social media to connect a group of like minded people
Quirky and different
Timely – it was Red Nose Day
15. Fundraising on Facebook
Users in last month
Total users
96k
490k
http://apps.facebook.com/justgiving
18. Where people come from on Facebook to JustGiving
Percentage of Facebook visits to JustGiving
from Facebook home page
60%
Percentage of Facebook visits to
2% JustGiving from Facebook inbox
20. St Ann’s social media success
238%
http://icanhaz.com/stanns
21. What have we learned?
Pre-existing communities are good – use them
Look for distributed communities you can tap into
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
22. JustGiving guide to social media fundraising
http://charities.justgiving.com
23. Say hello here…
Jonathan Waddingham
jonathan@justgiving.com
@jon_bedford
http://charities.justgiving.com
slideshare.net/jwaddingham
http://bit.ly/JWblog
http://uk.linkedin.com/in/jonathanwaddingham