How changes in online behaviours have affected how individuals raise money to charity, the tools they use, what drives them to fundraise and who they are.

1. Jonathan Waddingham
Digital Strategist
JustGiving
IoF National Convention
6th July 2010

2. • Digital Strategist at JustGiving
• Research online giving trends to provide insight
• Manage JustGiving‟s social media strategies
• Focus on integrating with social media

3. Online fundraising trends
The rise of the social web and person to person fundraising
What do online fundraisers look like?
Aspire case study
What this means for the future

4. This presentation contains
slides of a statistical nature
www.slideshare.net/jwaddingham
www.slideshare.net/justgiving

10. Fastest growing category – 58% growth
10% of all fundraising pages
3rd best raising category (£693)
6th best average donation (£32)
www.justgiving.com/no-whey

12. http://weblogs.hitwise.com/robin-goad/2007/09/facebook_and_charities.html

14. 46%
Facebook
3%
JustGiving.co.uk
2%
Twitter

15. 1. Google UK
2. Facebook 7 are social media sites
3. Google
4. YouTube
5. BBC Online
6. Yahoo!
7. eBay UK
8. Windows Live
9. Wikipedia
10.Twitter
http://www.alexa.com/topsites/countries/GB

16. 37
(Source: pingdom.com)

17. 71%
% of UK adult online population on Facebook
Sources: Office for National Statistics and checkfacebook.com

19. www.protectthehuman.com

20. http://icanhaz.com/connectJG

21. Percentage of sponsors share their
20% donation with Facebook Connect
For every person who shares a link using Facebook
1:1 Connect, one person comes back to JustGiving

22. 86k
676k
http://apps.facebook.com/justgivingapp/

23.  People were prompted to take a survey after creating their page, or in
subsequent emails giving them advice on fundraising
 Fundraisers could be raising money for any size charity in any category
 Survey carried out from December 1st 2009 to May 26th 2010
 7,400 people took the survey

30. Female, 25-34
20%
Female, 35-44
15%
Male, 25-34
12%
Male, 35-44
11%

33. 20%
Source: hitwise

34. Publish a blog
Publish your own Web pages
19% (127) Creators Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else‟s blog
26% (124) Critics Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
7% (117) Collectors Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
63% (166) Joiners Visit social networking sites
Read blogs
Watch video from other users
53% (106) Spectators Listen to podcasts
Read online forums
Read customer ratings/reviews
21% (57) Inactives None of the above

35. http://www.forrester.com/Groundswell/profile_tool.html

36. http://www.checkfacebook.com/

39. “I'm also getting small temporary tattoos printed out
for the race day of the charity logo”

42. http://icanhaz.com/fundraisingguides

43. http://bit.ly/SMguide

44. http://twitter.com/Leneva/statuses/17857739015

46. Despite expectations of needs-based giving, at least four other approaches are
indentified:
1. Taste-based giving
2. Decisions based on judgements of charities‟ competence
3. Decisions related to donors’ personal background
4. Decisions driven by desire to make an impact
How Donors Choose Charities
© 2010 Beth Breeze
http://icanhaz.com/donorchoice

47. "I donate to the RSPB because bird-watching is one of my great
obsessions, It's my, kind of, my treat to myself, if you like.“
“[I support] Sustrans because we’re interested
in cycling... Ramblers [Association] sometimes,
because we like walking”

48. "Compulsory to take part in the event.”
“Had to for race entry to half marathons/ marathon”
“To support a good cause and to do something for others”
“Sort of social obligation”
“Seemed the right thing to do”
“To raise money in memory of my dad.”
“A friend suffers from the condition and we wanted to help.”

49. “It makes me feel good.”

50. Focus on the experience of the event
Share the feeling of previous participants
Appeal to people‟s backgrounds – can you tap into runners? Cyclists? Walkers?

51. “In 2007 we analysed the swim in some detail; primarily to see
which advertising worked best and who are best fundraisers were
At the same time we noticed a clear difference in the amount
raised by those who were setting up JG pages
As a result of this discovery we thought about how we might be
able to increase the numbers of these fundraisers
The obvious solution was to re-direct people to JustGiving straight
after they signed up online. Previously we had simply been
suggesting it to be people in our fundraising packs”
Chris Field
Head of Fundraising and Marketing
Aspire

53. 67%
44%
46%

55. 46%
49%
71%

56. Pushing people from registration to fundraising increases page numbers
Online fundraisers raise more
Not everyone who has a page raises money
Need to focus on „activating‟ fundraisers

57. In 2010 the goal is to raise £550k
One of the primary focal points this year is their online strategy
Increased presence on Facebook and Twitter and more advertising online
Communicate regularly with swimmers - where possible online and through social
networking sites
Not neglect technophobes and continue with postal comms where appropriate

58. http://icanhaz.com/eventsFR

59. “Integrate online fundraising into the event entry process to make it feel really
easy for fundraisers to set up their pages.
This doesn‟t need to be a really sophisticated solution costing lots of money.
A simple call to action at the end of the process would be a great start.
If anyone tells you there is a magic formula they are lying – its all about testing
and learning”
Jo Warner
Senior Team Manager
Internet and New Media Department
Cancer Research UK

60. Online fundraising trends – event categories
The rise of the social web and person to person fundraising
Secrets of online fundraisers
Aspire case study

61. How are you going to target people to take part in your events?
What new event categories will you try and promote?
What‟s your fundraiser stewardship like?
How do you get people who aren‟t fundraising to activate?
How will you use social networks to reach and encourage fundraisers?

62. Jonathan Waddingham
jonathan@justgiving.com
@jon_bedford
http://blog.justgiving.com
slideshare.net/jwaddingham
http://bit.ly/JWblog
Search LinkedIn