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How to use online communities to
fundraise and boost your online
donations


Jonathan Waddingham
Digital Strategist
JustGiving
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
DogsTrust and Twibbon




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

                        http://twitter.com/dogstrust/status/8850734779
DogsTrust and Twibbon




                                                     http://bit.ly/info/a5fxqB
                        http://twibbon.com/join/Dogs-Trust-Valentine-Appeal
After donating, people were sent to JustGiving page




                www.justgiving.com/Valentines-Twibbon
DogsTrust and Twibbon
                        Average donation




                              £6


                        Conversion rate




                             10%
Why did this work?


 Great existing community

 Clear call to action

 Low effort

 Timely – Valentine’s day
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
The atheist bus phenomenon




             www.justgiving.com/atheistbus   http://bit.ly/JGbus
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
Community fundraising through Twitter




             http://twitter.com/serafinowicz/status/1321093848
Community fundraising through Twitter




                       14%         Percentage of referrals to
                                   JustGiving from Twitter on
                                   14th March
Fundraising through Twitter – micro donations

                                           1,106 donations

                                           £4.86 average


                                           Current total:
                                           £5,396.07
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
Fundraising on Facebook




                                            Users in last month

                                                                  Total users

                                                   96k
                                                                    490k

      http://apps.facebook.com/justgiving
Facebook Connect




          http://developers.facebook.com/connect.php

                 http://icanhaz.com/fbconnect
Facebook Connect and JustGiving




               http://icanhaz.com/connectJG
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
Facebook Connect & Amnesty




                www.protectthehuman.com
St Ann’s social media success

                                 238%




     http://icanhaz.com/stanns
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
JustGiving guide to social media fundraising




http://charities.justgiving.com
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

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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
  • 6. DogsTrust and Twibbon Average donation £6 Conversion rate 10%
  • 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
  • 11. Community fundraising through Twitter http://twitter.com/serafinowicz/status/1321093848
  • 12. Community fundraising through Twitter 14% Percentage of referrals to JustGiving from Twitter on 14th March
  • 13. Fundraising through Twitter – micro donations 1,106 donations £4.86 average Current total: £5,396.07
  • 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
  • 16. Facebook Connect http://developers.facebook.com/connect.php http://icanhaz.com/fbconnect
  • 17. Facebook Connect and JustGiving http://icanhaz.com/connectJG
  • 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
  • 19. Facebook Connect & Amnesty www.protectthehuman.com
  • 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