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Fundraising through Social
Media at Dogs Trust

Alex Goldstein
Digital Marketing Officer
DogsTrust


Jonathan Waddingham
Digital Strategist
JustGiving
Good Morning!

  • Responsible for DogsTrust social media presence
  • Looks after dogstrust.co.uk, doggysnaps.com
  • Digital Marketing, email marketing and more..




                      • Work with charities to make best use of the web
                      • Research online giving trends to provide insight
                      • Manage JustGiving‟s social media strategies


                         www.slideshare.net/jwaddingham
What we’ll talk about

Latest social media stats


Social media & JustGiving


DogsTrust & Twibbon


DogsTrust & other social media fundraising – Facebook and Waggy Walks


Thoughts for the future
Online is social
Online social networks

 Global web users spent an average of approximately 5.5
 hours on social networks in February 2010. This is an
 increase of more than two hours versus the same period in
 2009.

 Nielsen, February 2010
Twitter is still growing




                           105 million
                             users
Facebook is still growing too



   >400
   million
   users              >50% users
                      log in every
                           day                             Average user
                                                            spends 55
                                                           mins per day
                                                           on Facebook




                                 http://www.facebook.com/press/info.php?statistics
Social network users are older than you think...


                                         37




                (Source: pingdom.com)
JustGiving traffic and Social Media




    Direct           Facebook         Twitter
BETA Facebook app




 135k




 514k
JustGiving guide to social media fundraising




http://bit.ly/SMguide
Facebook Connect




         http://developers.facebook.com/connect.php
www.protectthehuman.com
Facebook Connect and JustGiving




             http://icanhaz.com/connectJG
Where people come from on Facebook to
JustGiving


                  Percentage of Facebook visits to JustGiving
                  from Facebook newsfeed

    66%
                                    Percentage of Facebook visits to
                                    JustGiving from Facebook inbox
                   1%
Facebook “liking”




              http://developers.facebook.com/plugins
Twibbon, DogsTrust & JustGiving
http://twitter.com/twibbon/status/8851013291
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
                    Avg donation
              £6



              10%   Conversion rate




              60p     Each Twibbon‟s
                      value
Why did this work?
Great existing community


Clear call to action


Low effort


Timely – Valentine‟s day




                       Find out more at http://bit.ly/JGTwibbon
Dogs Trust on Facebook: Before
A community of 63,000+ supporters


A PayPal donation button


Dogs Trust and supporter comments visible


Best case scenario target (£2 per supporter)
Dogs Trust on Facebook: During
Short timeline: 24 hours


Updates on totals and average donations


Trailers – “update coming at 4pm”


“Shopping list” of what can be done with
different amounts of money
Dogs Trust on Facebook: After
 £1,500 raised by 370 people:
 avg donation £4

January was the right time to do it:
a dog is for life, not just for Christmas
Demands to remind people monthly:
“more personal than direct debit”

Could try a different approach every
month (Twibbon followed in February)

No easy way of claiming Gift Aid or
collecting supporter data using PayPal

Followed up with congratulations „certificate‟
Why did this work?
Great existing community – 63,000


Simple call to action


Low effort


Timely – people still thinking a dog is for life, not just for Christmas...
Waggy Walks: digital media then social media
Four mailings over August, September and
October 2009

Two individual mailings, two general mailings

Each mailing had 300,000 recipients

30,000 registrants

5,000 of which completed walks

£50,000 raised (but not everyone raised money)

Sponsor dog for non-attendees - £5,000 raised, competition run, mostly email-driven

Social media more active during / after event than before: twitpic, hashtags, Flickr
Waggy Walks: October 2010

Registration fees keep fundraisers focussed


Pre-emptively set up photo album, hashtag etc


Email still has a great deal of value for events


More info to come for 2010!
Promoting social pages

Sent to every registrant of www.dogstrust.org.uk


Immediate spike of 1,000 „fans‟ when first started


Around 2,000 sent every week


Average of 800 new Facebook „likes‟ per week


Followed on from DoggySnaps emails
Cross-promotion
Things to think about
Pre-existing communities are good – use them

Use your supporters‟ networks

Simple beats complicated every time

Allow as much sharing as possible

Quirky and different helps – and fun too

Timeliness – is it relevant?

Test your assumptions, and fail fast

Don‟t forget email!
Carry on the conversation
Jonathan Waddingham          Alex Goldstein

jonathan@justgiving.com      alex.goldstein@dogstrust.org.uk

       @jon_bedford                @mokuska

http://blog.justgiving.com                @dogstrust

slideshare.net/jwaddingham   http://dogstrustblog.blogspot.com

http://bit.ly/JWblog         http://www.dogstrust.org.uk

Search LinkedIn              Search LinkedIn
The future of social media fundraising?

Seamless donations on mobile apps




Seamless donations on social networks




Rich charity sites that are totally integrated with social networks



Hyper-local fundraising powered by location based social networks and mobile apps

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Fundraising and social media with Dogs Trust and JustGiving

  • 1. Fundraising through Social Media at Dogs Trust Alex Goldstein Digital Marketing Officer DogsTrust Jonathan Waddingham Digital Strategist JustGiving
  • 2. Good Morning! • Responsible for DogsTrust social media presence • Looks after dogstrust.co.uk, doggysnaps.com • Digital Marketing, email marketing and more.. • Work with charities to make best use of the web • Research online giving trends to provide insight • Manage JustGiving‟s social media strategies www.slideshare.net/jwaddingham
  • 3. What we’ll talk about Latest social media stats Social media & JustGiving DogsTrust & Twibbon DogsTrust & other social media fundraising – Facebook and Waggy Walks Thoughts for the future
  • 5. Online social networks Global web users spent an average of approximately 5.5 hours on social networks in February 2010. This is an increase of more than two hours versus the same period in 2009. Nielsen, February 2010
  • 6. Twitter is still growing 105 million users
  • 7. Facebook is still growing too >400 million users >50% users log in every day Average user spends 55 mins per day on Facebook http://www.facebook.com/press/info.php?statistics
  • 8. Social network users are older than you think... 37 (Source: pingdom.com)
  • 9. JustGiving traffic and Social Media Direct Facebook Twitter
  • 10. BETA Facebook app 135k 514k
  • 11. JustGiving guide to social media fundraising http://bit.ly/SMguide
  • 12. Facebook Connect http://developers.facebook.com/connect.php
  • 14. Facebook Connect and JustGiving http://icanhaz.com/connectJG
  • 15. Where people come from on Facebook to JustGiving Percentage of Facebook visits to JustGiving from Facebook newsfeed 66% Percentage of Facebook visits to JustGiving from Facebook inbox 1%
  • 16. Facebook “liking” http://developers.facebook.com/plugins
  • 17. Twibbon, DogsTrust & JustGiving
  • 22. The results http://twibbon.com/join/Dogs-Trust-Valentine-Appeal
  • 23. The results Avg donation £6 10% Conversion rate 60p Each Twibbon‟s value
  • 24. Why did this work? Great existing community Clear call to action Low effort Timely – Valentine‟s day Find out more at http://bit.ly/JGTwibbon
  • 25. Dogs Trust on Facebook: Before A community of 63,000+ supporters A PayPal donation button Dogs Trust and supporter comments visible Best case scenario target (£2 per supporter)
  • 26. Dogs Trust on Facebook: During Short timeline: 24 hours Updates on totals and average donations Trailers – “update coming at 4pm” “Shopping list” of what can be done with different amounts of money
  • 27. Dogs Trust on Facebook: After £1,500 raised by 370 people: avg donation £4 January was the right time to do it: a dog is for life, not just for Christmas Demands to remind people monthly: “more personal than direct debit” Could try a different approach every month (Twibbon followed in February) No easy way of claiming Gift Aid or collecting supporter data using PayPal Followed up with congratulations „certificate‟
  • 28. Why did this work? Great existing community – 63,000 Simple call to action Low effort Timely – people still thinking a dog is for life, not just for Christmas...
  • 29. Waggy Walks: digital media then social media Four mailings over August, September and October 2009 Two individual mailings, two general mailings Each mailing had 300,000 recipients 30,000 registrants 5,000 of which completed walks £50,000 raised (but not everyone raised money) Sponsor dog for non-attendees - £5,000 raised, competition run, mostly email-driven Social media more active during / after event than before: twitpic, hashtags, Flickr
  • 30. Waggy Walks: October 2010 Registration fees keep fundraisers focussed Pre-emptively set up photo album, hashtag etc Email still has a great deal of value for events More info to come for 2010!
  • 31. Promoting social pages Sent to every registrant of www.dogstrust.org.uk Immediate spike of 1,000 „fans‟ when first started Around 2,000 sent every week Average of 800 new Facebook „likes‟ per week Followed on from DoggySnaps emails
  • 33. Things to think about Pre-existing communities are good – use them Use your supporters‟ networks Simple beats complicated every time Allow as much sharing as possible Quirky and different helps – and fun too Timeliness – is it relevant? Test your assumptions, and fail fast Don‟t forget email!
  • 34. Carry on the conversation Jonathan Waddingham Alex Goldstein jonathan@justgiving.com alex.goldstein@dogstrust.org.uk @jon_bedford @mokuska http://blog.justgiving.com @dogstrust slideshare.net/jwaddingham http://dogstrustblog.blogspot.com http://bit.ly/JWblog http://www.dogstrust.org.uk Search LinkedIn Search LinkedIn
  • 35. The future of social media fundraising? Seamless donations on mobile apps Seamless donations on social networks Rich charity sites that are totally integrated with social networks Hyper-local fundraising powered by location based social networks and mobile apps