lessons to be learnt from supporter-led appeals
DESCRIPTION
Given at charity PR & fundraising in a social media world conference, October 12th 2010.TRANSCRIPT
Lessons to be learnt from supporter-led appeals
Jonathan Waddingham@jon_bedford
Product Manager @JustGiving
Ways of asking vs ways of donating on JustGiving
www.guardian.co.uk/commentisfree/2008/jun/20/transport.religion
www.facebook.com/group.php?gid=32985131033
An article…
A Facebook group
A community that never knew it existed
http://bit.ly/JGbus
The atheist bus phenomenon
http://icanhaz.com/abus
Charity was prepared to lose a certain amount of control
Easy to share
Used social media to connect a group of like minded people
Quirky and different – a shared passion
Why did this work?
Became a movement
Easy to share
Used social media to connect a group of like minded people
Quirky and different – a shared passion
Why did this work?
The rise of social media and online fundraising
Some context from past trends
http://weblogs.hitwise.com/robin-goad/2007/09/facebook_and_charities.html
Looking at current trends...
46%Facebook
2%Twitter
JustGiving referral traffic
Social network users are older than you think...
(Source: pingdom.com)
37
An extraordinary Facebook stat
74%
Sources: Office for National Statistics and checkfacebook.com
http://icanhaz.com/connectJG
Facebook Connect and JustGiving
Facebook Connect and JustGiving
Percentage of sponsors share their donation with Facebook Connect20%
For every person who shares a link using Facebook Connect, one person comes back to JustGiving1:1
Facebook app
http://apps.facebook.com/justgivingapp
30k
740k
But what about Twitter?
Dogs Trust Twibbon fundraising experiment
Dogs Trust Twibbon fundraising experiment
http://twitter.com/dogstrust/status/8850734779
Twibbon supporters
www.justgiving.com/Valentines-Twibbon
The results
http://twibbon.com/join/Dogs-Trust-Valentine-Appeal
The results
£1,074 Total raised
Donations179
Average donation£6
Donation conversion10%
http://twibbon.com/join/Dogs-Trust-Valentine-Appeal
The results
40% Existing donors
New donors21%
Anonymous donations39%
1,682 Prospects
http://twibbon.com/join/Dogs-Trust-Valentine-Appeal
Did this work?
Clear call to action
Easy to add the Twibbon
Great existing community
Timely – Valentine’s day
£1,218 Net income inc Gift Aid
13:1 Return on investment
60p Value per Twibbon?Easy to donate
Fun
Why did it work?
Ways of asking vs ways of donating on JustGiving
7 top tips for social media fundraising
Ensure content is quirky, different or fun
Simple beats complicated
Enable as much sharing as possible
Pre-existing communities are good – use them
Make it timely – is your appeal relevant?
Test your assumptions, and fail fast
Use your supporters’ networks
www.flickr.com/photos/merfam/2155849987
Jonathan Waddingham
@jon_bedford
http://blog.justgiving.com
slideshare.net/jwaddingham
http://bit.ly/JWblog
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