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July 2013
Hidden motivations
and income streams
Understanding the true value of your
event fundraising
Katie Simmons – Senior fundraising manager Great Ormond Street Hospital Charity
Gemma Randall – Head of charity partnerships JustGiving
Graham Tyrrell – Head of digital Maggie’s Centre
Katie
Simmons
Great Ormond
Street Hospital
Charity
Comprehensive
in memory
approach case
study
Graham
Tyrrell
Maggie’s
Centres
Building
networks around
events case
study
Gemma
Randall
JustGiving Trends, data,
About us
What we’re going to cover today
1. Developing a better understanding of your supporters –
What motivates them to fundraise and how do they behave
online, on social media and on their mobile phones?
2. Maggie’s case study – How we have increased fundraising at
our event 'Maggie's Monster Bike & Hike' and taken our event
registration process online
3. The 'network effect’ – The idea that fundraisers inspire
others to take on charity challenges and help you recruit new
supporters
4. In Memory fundraising – uncovering the true value of it
5. GOSH case study – How we look after people fundraising in
memory and work across income streams
6. Quiz (alternative and inspiring fundraising ideas)
When did you last fundraise? Why? How?
People are...
People are online
People are mobile
IoF National Convention: Hidden motivations and income streams - understanding the true value of your event fundraising
IoF National Convention: Hidden motivations and income streams - understanding the true value of your event fundraising
People are...mobile
Is mobile overtaking desktop traffic? Yes
On Sunday, 21st April
58 per cent of traffic
to JustGiving came
from mobile devices
including smartphones
and tablets – an uplift
of 52% from marathon
weekend in 2012.
42%
58%
Marathon Sunday 2013
Desktop computers
Mobile devices
Throughout the day, JustGiving processed a record £300,000 in donations
on the go from smartphone users, including spectators in the crowd
I want tickets to see Robbie Williams

I want tickets to see Robbie Williams

Mobile optimisation is really important
When the participant registers for an event
People are...
People are online
People are mobile
People are social
People give to people
IoF National Convention: Hidden motivations and income streams - understanding the true value of your event fundraising
People are...social and give to people
H1 2013 Facebook has driven +£20m to JustGiving
+£5m of this was though Facebook mobile traffic
Peer review – the acquisition tool?
One in four fundraisers will choose either to take part in the same event
for charity the next year or will inspire a friend or family member to take
part instead.
Hidden motivations and income streams:
Understanding the true value of your
event fundraising – case study
Graham Tyrrell Head of Digital
Based in uniquely designed buildings on NHS
hospital grounds, Maggie’s Centres are places
where people with cancer can get the emotional,
practical and social support they need
Monster Bike and Hike
31.5 miles Bike
8.5, 23.4 or 41.2 miles Hike
A Monster problem
Recruit 600 participants and
support them in raising £500,000
A Monster approach
Some hints and tips
Starting the journey
Tailored marketing
http://monster.maggiescentres.org/
Understanding motivations
Registration
Powered by Active Network
Importance of starting early
From participant
to advocate
Understanding motivations
During event
The network effect of fundraising
...and that doesn’t include all the other
ways fundraisers share their story
562 friends view posts on Facebook
Your fundraisers are great brand ambassadors for your cause
160 unique visits to their
fundraising page
14.2 sponsors
One active
fundraiser
Do you remember your
first time?
People are...
People are online
People are mobile
People are social
People give to people
And.....???????
People are...
People are online
People are mobile
People are social
People give to people
People are motivated
Traditional approach
Events Company
In
Memory
(immediate)
Lifestyle DIY
How JustGiving have approached it
In Memory
Events Company
In
Memory
(immediate)
Lifestyle DIY
In memory motivated
fundraising has grown
by 25% year on year
People taking part in
an event to
fundraise in memory
of a loved one raise
up to 54% more than
fundraisers who
aren’t raising money
in memory
www.justgiving.com/en/in-memory
In Memory fundraisers on JustGiving (2013)
14%
walks
14%
running &
marathons
11%
skydives
Who traditionally looks after In Memory?
People above process -
Yes
28%
No - we do
not contact
In Memory
fundraisers
9%
No - we treat
them the
same as all
other event
fundraisers
47%
Not sure
16%
Do you have a tailored supporter care programme in place
specifically for people who are fundraising in memory of
someone?
GOSHCC – case study
Remember.....
People give to people – facilitate the formation
of networks
Put people first, process second – putting your
fundraisers at the heart of what you do
The challenge for GOSHCC
1. How to talk about In Memory?
2. How to support networks – peer to peer giving?
3. How to support activity across different teams and
income streams?
4. How to work in the same space as the rest of our
fundraisers’ lives – going digital
5. How to make it personal?
Our solution
Brighter Future Funds – a tribute fund
product integrated across all income
streams
1. Positive imagery and a clear
identity
2. Stable online platform to enable
peer to peer
3. Ability to personalise
4. Income allocated to activity
5. Umbrella of stewardship and
relationship management
IoF National Convention: Hidden motivations and income streams - understanding the true value of your event fundraising
Isla’s story
Isla was the most enchanting little granddaughterwe could ever have asked for. She
had a wonderful character and made such an impression on us all in her short life which was tragically
taken away by a rare brain tumour.
We lived next door, and quickly became friend with Mikey and Anna. We were so
thrilled when they had Isla, a playmate for our daughter, and the smiliest little neighbour anyone could ask
for.
Over a year ago I met a wonderful little girl and was asked to be her nanny. From the first day I
looked after Isla, I fell in love with her.
Last year my colleagueMikey & his wife Annie tragically lost their little girl Isla to a rare brain
tumour.
Isla was a wonderful little niece and cousin,who although so young when she
died, has left a huge hole in our lives.
Last November my friends Mikey and Anna Cecil tragically lost their 15 month year old daughter
People give to people – creating networks
People are social and give to people
Isla’s Brighter Future Fund
•100 cyclists on Isla’s Tour
•200 Twitter followers
•366 Facebook likes
•1152 donations
•51 JustGiving pages
•15 events
•Over £150,000 raised
IoF National Convention: Hidden motivations and income streams - understanding the true value of your event fundraising
Putting people first, process second: working across income streams
Tribute
Team
Special
Events
Challenge
Team
Community
Team
Isla’s Tour Donations
Windsor Race
Night
Shakespeare
Half Marathon
Safaricom
Marathon
London to BrightonBritish 10kGreat North Run
And does it work?
•Raised £280k (year 1) against a £100k target
•65 funds (against a 50 fund target)
•Positive feedback
“Isla really was the most wonderful little daughter we could have
wished for. No parent should have to go through what we experienced
hence why we have set up the Isla Cecil Brighter Future Fund.
Help us celebrate the life of Isla Cecil and help us to create a brighter
future for children and families at Great Ormond Street Hospital”
Key steps for supporting In Memory networks and events
Acknowledge and support In Memory as a motivation
Put people first and internal process second
Accept you will need to go above and beyond – this is
very personal
Find a way to talk about In Memory, even if you are not an
end-of-life charity
Use digital solutions – let people build their network
People are...
People are online
People are mobile
People are social
People give to people
People are motivated
IoF National Convention: Hidden motivations and income streams - understanding the true value of your event fundraising
What have these animals got in common?
Question: Fill in the gap
“Buy djkaldjaldjaslj in a jar and
help the kids at Great Ormond Street”
a) A spider
b) A ghost
c) Brangelina’s breath
How much did this page raise? And for a bonus point...
?
Guess the movies
IoF National Convention: Hidden motivations and income streams - understanding the true value of your event fundraising
What do these pets have in common?
What can you buy in a jar?
Don’t worry Brangelina’s breath is available though
How much did this page raise?
Guess the movie
www.justgiving.com/teams/save-at-the-movies
Any questions?
Katie Simmons – Senior fundraising manager
katie.simmons@gosh.org
@simmonskt
Gemma Randall – Head of charity partnerships
gemma@justgiving.com
@JustGiving
Graham Tyrrell – Head of digital
graham.tyrrell@maggiescentres.org
@maggiescentres
IoF National Convention: Hidden motivations and income streams - understanding the true value of your event fundraising

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IoF National Convention: Hidden motivations and income streams - understanding the true value of your event fundraising

  • 1. July 2013 Hidden motivations and income streams Understanding the true value of your event fundraising Katie Simmons – Senior fundraising manager Great Ormond Street Hospital Charity Gemma Randall – Head of charity partnerships JustGiving Graham Tyrrell – Head of digital Maggie’s Centre
  • 2. Katie Simmons Great Ormond Street Hospital Charity Comprehensive in memory approach case study Graham Tyrrell Maggie’s Centres Building networks around events case study Gemma Randall JustGiving Trends, data, About us
  • 3. What we’re going to cover today 1. Developing a better understanding of your supporters – What motivates them to fundraise and how do they behave online, on social media and on their mobile phones? 2. Maggie’s case study – How we have increased fundraising at our event 'Maggie's Monster Bike & Hike' and taken our event registration process online 3. The 'network effect’ – The idea that fundraisers inspire others to take on charity challenges and help you recruit new supporters 4. In Memory fundraising – uncovering the true value of it 5. GOSH case study – How we look after people fundraising in memory and work across income streams 6. Quiz (alternative and inspiring fundraising ideas)
  • 4. When did you last fundraise? Why? How?
  • 5. People are... People are online People are mobile
  • 9. Is mobile overtaking desktop traffic? Yes On Sunday, 21st April 58 per cent of traffic to JustGiving came from mobile devices including smartphones and tablets – an uplift of 52% from marathon weekend in 2012. 42% 58% Marathon Sunday 2013 Desktop computers Mobile devices Throughout the day, JustGiving processed a record £300,000 in donations on the go from smartphone users, including spectators in the crowd
  • 10. I want tickets to see Robbie Williams 
  • 11. I want tickets to see Robbie Williams 
  • 12. Mobile optimisation is really important When the participant registers for an event
  • 13. People are... People are online People are mobile People are social People give to people
  • 15. People are...social and give to people H1 2013 Facebook has driven +£20m to JustGiving +£5m of this was though Facebook mobile traffic
  • 16. Peer review – the acquisition tool? One in four fundraisers will choose either to take part in the same event for charity the next year or will inspire a friend or family member to take part instead.
  • 17. Hidden motivations and income streams: Understanding the true value of your event fundraising – case study Graham Tyrrell Head of Digital
  • 18. Based in uniquely designed buildings on NHS hospital grounds, Maggie’s Centres are places where people with cancer can get the emotional, practical and social support they need
  • 19. Monster Bike and Hike 31.5 miles Bike 8.5, 23.4 or 41.2 miles Hike
  • 20. A Monster problem Recruit 600 participants and support them in raising £500,000
  • 21. A Monster approach Some hints and tips
  • 22. Starting the journey Tailored marketing http://monster.maggiescentres.org/
  • 27. The network effect of fundraising ...and that doesn’t include all the other ways fundraisers share their story 562 friends view posts on Facebook Your fundraisers are great brand ambassadors for your cause 160 unique visits to their fundraising page 14.2 sponsors One active fundraiser
  • 28. Do you remember your first time?
  • 29. People are... People are online People are mobile People are social People give to people And.....???????
  • 30. People are... People are online People are mobile People are social People give to people People are motivated
  • 32. How JustGiving have approached it In Memory Events Company In Memory (immediate) Lifestyle DIY
  • 33. In memory motivated fundraising has grown by 25% year on year People taking part in an event to fundraise in memory of a loved one raise up to 54% more than fundraisers who aren’t raising money in memory www.justgiving.com/en/in-memory
  • 34. In Memory fundraisers on JustGiving (2013) 14% walks 14% running & marathons 11% skydives
  • 35. Who traditionally looks after In Memory?
  • 36. People above process - Yes 28% No - we do not contact In Memory fundraisers 9% No - we treat them the same as all other event fundraisers 47% Not sure 16% Do you have a tailored supporter care programme in place specifically for people who are fundraising in memory of someone?
  • 38. Remember..... People give to people – facilitate the formation of networks Put people first, process second – putting your fundraisers at the heart of what you do
  • 39. The challenge for GOSHCC 1. How to talk about In Memory? 2. How to support networks – peer to peer giving? 3. How to support activity across different teams and income streams? 4. How to work in the same space as the rest of our fundraisers’ lives – going digital 5. How to make it personal?
  • 40. Our solution Brighter Future Funds – a tribute fund product integrated across all income streams 1. Positive imagery and a clear identity 2. Stable online platform to enable peer to peer 3. Ability to personalise 4. Income allocated to activity 5. Umbrella of stewardship and relationship management
  • 43. Isla was the most enchanting little granddaughterwe could ever have asked for. She had a wonderful character and made such an impression on us all in her short life which was tragically taken away by a rare brain tumour. We lived next door, and quickly became friend with Mikey and Anna. We were so thrilled when they had Isla, a playmate for our daughter, and the smiliest little neighbour anyone could ask for. Over a year ago I met a wonderful little girl and was asked to be her nanny. From the first day I looked after Isla, I fell in love with her. Last year my colleagueMikey & his wife Annie tragically lost their little girl Isla to a rare brain tumour. Isla was a wonderful little niece and cousin,who although so young when she died, has left a huge hole in our lives. Last November my friends Mikey and Anna Cecil tragically lost their 15 month year old daughter People give to people – creating networks
  • 44. People are social and give to people Isla’s Brighter Future Fund •100 cyclists on Isla’s Tour •200 Twitter followers •366 Facebook likes •1152 donations •51 JustGiving pages •15 events •Over £150,000 raised
  • 46. Putting people first, process second: working across income streams Tribute Team Special Events Challenge Team Community Team Isla’s Tour Donations Windsor Race Night Shakespeare Half Marathon Safaricom Marathon London to BrightonBritish 10kGreat North Run
  • 47. And does it work? •Raised £280k (year 1) against a £100k target •65 funds (against a 50 fund target) •Positive feedback “Isla really was the most wonderful little daughter we could have wished for. No parent should have to go through what we experienced hence why we have set up the Isla Cecil Brighter Future Fund. Help us celebrate the life of Isla Cecil and help us to create a brighter future for children and families at Great Ormond Street Hospital”
  • 48. Key steps for supporting In Memory networks and events Acknowledge and support In Memory as a motivation Put people first and internal process second Accept you will need to go above and beyond – this is very personal Find a way to talk about In Memory, even if you are not an end-of-life charity Use digital solutions – let people build their network
  • 49. People are... People are online People are mobile People are social People give to people People are motivated
  • 51. What have these animals got in common?
  • 52. Question: Fill in the gap “Buy djkaldjaldjaslj in a jar and help the kids at Great Ormond Street” a) A spider b) A ghost c) Brangelina’s breath
  • 53. How much did this page raise? And for a bonus point... ?
  • 56. What do these pets have in common?
  • 57. What can you buy in a jar?
  • 58. Don’t worry Brangelina’s breath is available though
  • 59. How much did this page raise?
  • 62. Any questions? Katie Simmons – Senior fundraising manager katie.simmons@gosh.org @simmonskt Gemma Randall – Head of charity partnerships gemma@justgiving.com @JustGiving Graham Tyrrell – Head of digital graham.tyrrell@maggiescentres.org @maggiescentres