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Fundraising events and social media, how to #win

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Fundraising events and social media, how to #win

Social media has had a massive impact on events fundraising, both from a supporter and charity perspective. Many event participants use it as their primary route for asking for donations, so this shows how social media can help them raise more and get their sponsors involved, including data on which social media channels perform best. It also looks at how social media can support recruitment and supporter care from a charity’s point of view.

Social media has had a massive impact on events fundraising, both from a supporter and charity perspective. Many event participants use it as their primary route for asking for donations, so this shows how social media can help them raise more and get their sponsors involved, including data on which social media channels perform best. It also looks at how social media can support recruitment and supporter care from a charity’s point of view.

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Fundraising events and social media, how to #win

  1. 1. Fundraising events and social media, how to #win Jonathan Waddingham @jon_bedford Product Manager @justgiving May 2012
  2. 2. Numbers to ponder... £5-£14
  3. 3. About JustGiving Over 13m users over Over £1billion 8,000 charities raised
  4. 4. How to #win Have an account Ask for shares Sonny’s Law Have people in mind Take supporter care social Analyse Go mobile
  5. 5. Have an account (Participation) http://lumenbigott.com/social-media-shoes/
  6. 6. These online resources will help NFPTweetup: http://www.nfptweetup.org/ Know how non-profit http://www.knowhownonprofit.org/how-to/how-to-manage-social- media Lasa ICT Knowledgebase: http://www.ictknowledgebase.org.uk/onlinetools
  7. 7. How we encourage sharing
  8. 8. ‘Social sponsorship’
  9. 9. Donations from Sep 2011 to April 2012 £925,817.73 total £21.50 average donation £4.50 value per share £55,482.48 total £25.18 average £1.80 value per share £21,912.82 total £33.87 average £3.30 value per share £1,000,000
  10. 10. Updates from fundraisers are even more powerful
  11. 11. The impact of a share here is massive £14 One month after launching our ‘updates’ feature, we found each Facebook share of an update from a fundraiser is worth £14.
  12. 12. Think about Timeline
  13. 13. Think about Timeline
  14. 14. Greater context, more reach
  15. 15. Aggregations showcase charities too https://developers.facebook.com/docs/opengraph/
  16. 16. Sonny’s law – after every action, share Registered for an event? Made a donation? Signed a petition? Signed up for newsletter? Watched a video? Encourage people to tell their friends And get them to say WHY the friends will be interested
  17. 17. Think about *what* gets shared What content is pre-filled in a tweet button? Do you ensure people are prompted to follow you after tweeting? What content is pre-filled on a Facebook share? A like? What do you offer the user? Awesome awesomeness?
  18. 18. Make your shares interesting :/
  19. 19. Encourage event participants to get friends to sign up/give
  20. 20. A short technical interlude...
  21. 21. Use Twitter buttons http://twitter.com/about/resources/buttons
  22. 22. Use Facebook plugins http://developers.facebook.com/docs/reference/plugins/like/ http://developers.facebook.com/docs/reference/dialogs/feed/
  23. 23. Facebook insights are brilliant
  24. 24. Ensure you track effectively http://www.google.com/support/analytics/bin/answer.py?answer=55578
  25. 25. Google analytics social tracking http://bit.ly/GA_social
  26. 26. Measure impact on Twitter www.tweetreach.com http://www.ictknowledgebase.org.uk/onlinetools
  27. 27. Science bit over
  28. 28. Never forget that it’s all about people People are fundraising for you Their friends are giving to them and supporting them Your staff are there on the day You need stories to encourage people to come back next year http://www.flickr.com/photos/spiralforms/7149181991
  29. 29. UNICEF’s VLM storify http://storify.com/unicef_uk/team-unicef-s-london-marathon-story
  30. 30. UNICEF’s VLM storify
  31. 31. Macmillan events Twitter feed
  32. 32. Pre-event
  33. 33. During event
  34. 34. To finish!
  35. 35. Macmillan running Facebook page http://www.facebook.com/macmillanrunningevents
  36. 36. One last thing – mobile. Are you Lidl or M&S?
  37. 37. Mobile optimisation is really important
  38. 38. You can cheat by using social media
  39. 39. Growth of mobile % mobile visits to JustGiving 35% 32% 30% 25% 20% 15% 15% 10% 6% 5% 0% April 2010 April 2011 April 2012
  40. 40. How to #win H Have an account A Ask for shares S Sonny’s Law H Have people in mind T Take supporter care social A Analyse G Go mobile
  41. 41. Thank you Jonathan Waddingham Product Manager @justgiving @jon_bedford Slideshare.net/jwaddingham

Hinweis der Redaktion

  • April 2012 – 15% of donations from mobile

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