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.

1. Fundraising events
and social media,
how to #win
Jonathan Waddingham @jon_bedford
Product Manager @justgiving
May 2012

2. Numbers to ponder...
£5-£14

3. About JustGiving
Over 13m
users
over
Over £1billion
8,000 charities raised

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. Have an account (Participation)
http://lumenbigott.com/social-media-shoes/

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. How we encourage sharing

8. ‘Social sponsorship’

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. Updates from fundraisers are even
more powerful

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. Think about Timeline

13. Think about Timeline

14. Greater context, more reach

15. Aggregations showcase charities too
https://developers.facebook.com/docs/opengraph/

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. 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. Make your shares interesting :/

19. Encourage event participants to get
friends to sign up/give

20. A short technical interlude...

21. Use Twitter buttons
http://twitter.com/about/resources/buttons

22. Use Facebook plugins
http://developers.facebook.com/docs/reference/plugins/like/
http://developers.facebook.com/docs/reference/dialogs/feed/

23. Facebook insights are brilliant

24. Ensure you track effectively
http://www.google.com/support/analytics/bin/answer.py?answer=55578

25. Google analytics social tracking
http://bit.ly/GA_social

26. Measure impact on Twitter
www.tweetreach.com
http://www.ictknowledgebase.org.uk/onlinetools

27. Science bit over

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. UNICEF’s VLM storify
http://storify.com/unicef_uk/team-unicef-s-london-marathon-story

30. UNICEF’s VLM storify

31. Macmillan events Twitter feed

32. Pre-event

33. During event

34. To finish!

35. Macmillan running Facebook page
http://www.facebook.com/macmillanrunningevents

36. One last thing – mobile. Are you Lidl or
M&S?

37. Mobile optimisation is really important

38. You can cheat by using social media

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. 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. Thank you
Jonathan Waddingham
Product Manager @justgiving
@jon_bedford
Slideshare.net/jwaddingham