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Joanne Warner – Cancer Research UK<br />Jamie Parkins – JustGiving <br />How to optimise online fundraising<br />

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What we aim to cover<br />Race For Life in numbers<br />Challenges facing Race For Life in 2011<br />How these challenges were met with online solutions<br />Lessons Learnt<br />Review & Close<br />

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http://www.flickr.com/photos/wheatfields/1613703355/<br />Stand up please<br />

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Race For Life video<br />

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Optimizing #1 – Page Creation Process<br />Challenge: How to make the process so easy more people would decide to raise money online<br />Solution: Make the page creation an integral part of the registration by adopting the JustGiving APIs<br />

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Map & Test the UX<br />

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Sketch, rip up and sketch again!<br />

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Ensure the message & calls to action work<br />http://www.flickr.com/photos/lars_in_japan/4979723158/<br />

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http://www.flickr.com/photos/nachtnebel/4391851392/<br />Get Developers talking<br />

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http://www.flickr.com/photos/halasi_zsolt/5149140091/<br />Give yourself time<br />

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Optimizing #1 – Page Creation Process<br /><ul><li>37% of entrants are creating pages an increase of 42% on last year

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18% more people are actively fundraising online

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Average donation is 3% higher than in previous years

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Average donations per used page is 7% less than 2010

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Nominated for Technology4Good award for Fundraising </li></ul> Innovation <br />

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Optimizing #1 – Page Creation Process<br />Map, test and settle on the user journey early!<br />Get development teams to test the APIs from ever angle<br />Give yourself time<br />Ensure the tone, the messaging and the calls to action are consistent between platforms<br />

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Optimizing #2 – Text Donating<br />Challenge: How to enable people taking part in the event to explore new donation opportunities<br />Solution: JustTextGiving<br />“You can now also get text donations to your page. Log in to your account and go to your page to create a unique six-digit code, then share it with your friends and family so they can sponsor you via text message. It's a great way to encourage people who haven't got round to sponsoring you, especially after your event”. <br />

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Slacktivism works!<br />Comic Relief 2011 raised £15.17m by text donations – the highest raised through text donations ever! <br />The American Red Cross raised $8m in 48 hours following the earthquake in Haiti <br />The total donated by text to the DEC through appeals is around 18%<br />The number of smartphone transactions on JustGiving has doubled since introducing mobile views <br />

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JustTextGiving in the wild…<br />

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Signs and Symptoms<br />In the first three weeks we had more than 97,000 downloads. <br />The apps help you<br /><ul><li> to find out all about the key possible signs and symptoms of cancer,

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and encourages you to get checked out should you ever notice any of these</li></ul>Our latest update looked at ways we can increase fundraising opportunities through our apps, in order to maximise income for the charity.<br />

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Phones Out!<br />http://www.flickr.com/photos/williamhook/4742869256/<br />

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Help Betty hit her target!<br />TextGRAN88 £2 to 70070<br />

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Optimizing #3 – Mobile Views<br />Challenge: How to bring Race for Life experience onto mobile<br />Solution: Optimise donation flow for mobile donors viewing any page on raceforlifesponsorme.org<br />

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% of JustGiving visits by mobile device<br />Approx 25k visits per month<br />Growth rate of 80% in 2011<br />Mobile accounts for 15% of all page views<br />Mobile donations doubled since Dec 2010<br />

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Mobile sites<br />

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Donation Process<br />

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Optimizing #4 – Mobile Apps<br />Challenge: How to engage fundraisers<br />Solution: Utilise Mobile apps to engage, delight and inspire<br />

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British Forces Foundation<br />

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Optimizing #5 – Sharing<br />Challenge: How to enable social sharing<br />Solutions: <br /> Twitter Integration into Race For Life<br /> Facebook integration into Race For Life<br /> Email Campaigns<br />

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Fundraiser of the week<br />Donate to specific charity campaign<br />Celebrity campaigns<br />

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Let Your Fundraisers Tweet!<br />

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In one given week Race For Life entrants create approx<br />4,500 tweets to their pages<br />To a collective audience of 2.3m followers<br />From 2,750 unique accounts<br />

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Optimizing #5 – Email Campaigns<br />

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Lessons Learnt<br />http://www.flickr.com/photos/quinnanya/5038191598/<br />

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Lessons Learnt<br />Get developers and UX designers around a table early!<br />Think of the end user – keep it simple<br />Enable fundraisers and donors to participate via multiple channels in multiple ways<br />Accept and be prepared for regular change<br />Two brands can work together (online and offline)<br />

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Recap<br />http://www.flickr.com/photos/riggzy/3363502084/<br />

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Recap – Utilize New Technologies<br />APIs<br />SMS Donations<br />Mobile Views<br />Mobile Apps<br />Social Tools<br />

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APIs offer charities greater control of the user experience.<br />Optimizing sign up and page creation flows can drive increased fundraiser activity.<br />SMS donations will empower charities, fundraisers & donors. Harness the power of the crowd!<br />People are participating on their mobiles – are you available to them?<br />Apps can be expensive – utilize what’s out there.<br />Be part of the online conversation and help to inspire fundraiser or donor participation.<br />

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Lets check our fundraiser page!<br />100%?<br />

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Joanne Warner@JoanneWarner<br />Jamie Parkins<br />@JustGivingJamie<br />