London marathon tips and trends
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With over 16 years’ experience helping London marathon runners fundraise online, we'll lift the lid on the trends we’ve seen on JustGiving over the years and examine the emerging ones. We’ll share the experiments we’ve been doing this year to the journey and experience we give to London marathon runners to help them raise more money, and what we’ve learned along the way, so you can go back to the office with some inspiring ideas and practical tips to implement
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London marathon tips and trends
- 1. London marathon trends and tips September 2017 Phoebe Sabin, Customer Success Manager
- 2. Running still dominates Data represents ‘event fundraising’ pages (as of 20 June 2017) 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 Parachuting & skydives Triathlons Swimming Treks Cycling Walks Running / marathons Pages created per event type 2011 2012 2013 2014 2015 2016
- 4. MARATHON WEEKEND £2.3m +11% on 2016
- 6. MARATHON WEEKEND 1.4 million people visited justgiving.com
- 8. of London Marathon donations are made the week before MARATHON WEEK 29%
- 9. This was all during a record-breaking week, where we had 16,000 people visiting us at 10pm on 19 April for the Billy Monger crowdfunding campaign.
- 10. And sadly our stability was really put to the test after the Manchester suicide bombings. We’re proud that everyone who wanted to give, was able to give. At one point we had 36,000 people visiting on JustGiving – enough people to fill White Hart Lane.
- 13. £1,933 PAGE AVERAGE +£150 on 2016 This is the number we obsess about: BEST EXPERIENCE RAISE MORE MONEY
- 14. Walks £351 Running/ marathons £395 Cycling £770 Treks £914 Parachuting/ Skydives £606 Swimming £432 Triathlons £749 Marathons - £1,231 Half marathons - £518 10k - £319 5k - £183 Average raised incl. Gift Aid per active ‘event fundraising’ page in 2016 (as of 20 June 2017) When you compare this to other page averages – London marathon is still an event worth investing in
- 15. WHAT ARE THE BEHAVIOURS OF THE MARATHON FUNDRAISERS WHO RAISE THE MOST?
- 16. 1) THEY ARRIVE EARLY TO THE PARTY
- 17. APRILJANUARY CREATE PAGE 107+ DAYS BEFORE £2,166 +£200 than the average!
- 18. Want to create a team / community page for your London marathon runners? Speak to your account manager or contact our success team to set-up a Campaign Page. Here’s a nice example from Spinal Research.
- 19. 2) THEY USE ALL THE TOOLS IN THE TOOLBOX
- 20. 1. MOBILE APP 2. TARGET 3. PROFILE PIC 4. PHOTOS
- 21. 1. MOBILE APP £2,121 raised on average by marathon fundraisers using the JG app
- 22. 2. TARGET Our perfect page analysis shows that setting a page target can increase £ raised by up to 45%
- 23. 3. PROFILE PIC A perfect excuse for a selfie – people that add a profile picture to their page raise up to 23% more
- 24. 4. PHOTOS Fundraisers that share photos raise more money - 2% more per photo
- 25. 4. PHOTOS
- 26. HOW MUCH MORE DID PEOPLE RAISE IF THEY USED ALL FOUR FEATURES?
- 27. £1,431 MORE RAISED £721 vs £2,152
- 28. BONUS STAT £200 more raised when a London marathon fundraiser promotes text giving to their page
- 29. OUR OBSESSION WITH GIVING MARATHON FUNDRAISERS THE BEST EXPERIENCE
- 30. 3. NUDGE 1. ACKNOWLEDGE 2. NUDGE 3. REWARD
- 31. 3. NUDGE 1. ACKNOWLEDGE 1. REWARD 2. NUDGE • Donor receipts • Page created
- 32. 3. NUDGE 2. NUDGE 1. REWARD 2. NUDGE • Friend x has started fundraising • Post an update
- 33. 3. NUDGE 3. REWARD 1. REWARD 2. NUDGE • You’re in the top 1 % • You’ve raised 5% of your target
- 34. I’m so inspired by the runners I didn’t get a ballot place I got a charity place I’ve got to train and fundraise I did it!
- 35. I’ve got to train and fundraise I’m so inspired by the runners I got a charity place I did it! I didn’t get a ballot place
- 37. +537 fundraising pages Nearly +£1m for good causes on JustGiving
- 38. I didn’t get a ballot place I’m so inspired by the runners I got a charity place I did it! I’ve got to train and fundraise
- 39. Want tips to share with your runners? Visit www.justgiving.com/fundraising/events/london-marathon
- 41. 70% SHARE RATE
- 42. I’ve got to train and fundraise I didn’t get a ballot place I’m so inspired by the runners I got a charity place I did it!
- 46. www.justgiving.com/vests-of-the-best ENGAGEMENT LEADS TO ACTION VOB emails – 64% OR and 54% CTOR!!! Drove 10,000 visits to JG.com Within 24 hours, people donated £70k
- 47. www.justgiving.com/vests-of-the-best GET MORE PEOPLE FUNDRAISING WITH VOB V2 Need help filling your places? Submit them at www.justgiving.com/forms/2018/marathon/london-marathon-clearing
- 48. SO WHAT ARE THE KEY TAKEAWAYS?
- 49. 1) PEOPLE LIKE TIPS AND HINTS 2) ENGAGING CONTENT DRIVES ACTION 3) EVERYTHING IN THE TOOLBOX 4) THE EARLY BIRD CATCHES THE WORM
- 50. Thanks Phoebe Sabin, Customer Success Manager successteam@justgiving.com
Hinweis der Redaktion
- £23.3 million raised (including Gift Aid) in 2017 (if asked that’s a 4% increase on last year)
- This was all during a record-breaking week, where we had 16,000 people visiting us at 10pm on 19 April - Billy Monger crowdfunding campaign
- 90% page activation
- £1,933 activated page average (including Gift Aid) This is the number we’re most proud of – we’re obsessed with helping every fundraiser raise more than on any other platform
- When you compare this to other page averages – the VLM is still an event worth investing in
- The early bird catches the worm £2,166 including Gift Aid (as of x date)
- Talking of early birds… Spinal Research is already ahead of the game Using a campaign page to create a hub/community for all their 2018 London marathon fundraising
- Our analysis shows that fundraisers who use more key features raise more, on average. We can rank those features from most important to least important as : App usage, Target, Profile pic, Photo
- EXAMPLES OF POSTING UPDATES IN ACTION
- People that used all four features raised 128% more than those that used none £721 vs £2,152 (including Gift Aid)
- VLM pages with text donation(s) raise more than pages without any text donation on average (£2,079 vs. £1,854; 12% uplift)
- SUPPORTER CARE
- All fundraisers on JG go through our intelligent CRM journey
- But for events like the London marathon will like to go the extra mile We create a timeline and plot they key moments, by putting ourselves in people’s shoes, considering how they’ll be thinking and feeling And then we create content for those emotions and needs This is a SIMPLIFIED version of the fundraiser one
- Let’s take a look at this one
- To counteract the disappointment of not getting a place, we ask charities like yours whether you have places to fill. We then promote it to the people in our 20m+ community most likely to care.
- Let’s take a look at this one
- Our London marathon hub was packed with running tips, fundraising ideas and fun stuff like gifs and playlists. It’s back again this year and is a great resource for your to share with your runners. This content supports all our CRM activity and can be used by your charity too
- User generated content was also used to motivate them during their training Cheer Squad was a simple gif generator we created to enable their friends and charities could use to give them a boost
- We know the content was engaging It achieved a 70% share rate once created
- And because we know 20% of donations come in after the big day...Let’s take a look at this one
- So in 2017 we created ‘Vests of the Best’, which brought together all the stories behind the vest of your runners. To help runners celebrate and to raise even more money post-marathon, we created a fun way for them (and charities) to share their marathon fundraising.
- You could search by individual Read their story Which charity they ran for See £ raised And click through to the fundraising page to make a donation
- Or by charity for team / community spirit!
- Enabled people to discover more stories and more content than the Finish Line, So drive more engagement and visits