Post on 13-May-2015
description
What charities really think of online giving, and how to
make the most of it
Jonathan Waddingham
Justgiving
14th May 2009
http://icanhaz.com/pf
56%
22%
16%
5%
Which of these statements is closest to how you see your charity’s use of online fundraising?
I feel we’re having a good go, but could do better.
I feel we’re trailing other charities, but we're not sure what to do next.
I feel we’re way behind.
I feel we’re making the most of online fundraising.
Some insight from our charity research (Summer 08)
Some insight from our credit crunch research
No, I don't think I will Yes, I may consider giving a little less
Yes, I may consider cutting back a lot
Yes, I may consider stopping giving
0%
10%
20%
30%
40%
50%
60%
70%
61%
30%
7%
3%
61%
32%
6%
2%
In the next three months, do you think you may have to re-consider how much you give to charity?
January - FebruaryMarch
http://icanhaz.com/crunchmonitor
http://www.flickr.com/photos/villes/696080093
Chance to innovate?
http://www.flickr.com/photos/sutto007/2718159886
Take risks, be bold?
More insight from our credit crunch research
I give
more
than
before
I give
about t
he same
I still g
ive, but a
little
less
I've cu
t bac
k a lo
t
I've la
rgely
stopped
givin
g0%
10%
20%
30%
40%
50%
60%
8%
41% 41%
8%
3%
29%
51%
18%
2% 1%
13%
44%
35%
6%2%
Has being affected by the economic downturn affected how hard people think about giving to charity?
Affected and thought harderUnaffected and thought harderAll those who thought harder
http://icanhaz.com/crunchmonitor
Growth in user created events
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0
2,000
4,000
6,000
8,000
10,000
12,000
New "user created" events on Justgiving
2007
2008
Is this the return of community fundraising?
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0%
50%
100%
150%
200%
250%
Growth in user created events from 2007 to 2008
“Mass participation events will survive the downturn and be an area of massive potential because the amount raised per head is manageable”
John Neate, Chief Executive, Prostate Cancer Charity
http://icanhaz.com/commFR
Community fundraising
“Devolved fundraising involves surrendering a certain amount of overall control” Kevin Blowe, Buwan Kothi International Trust
http://icanhaz.com/ipledge
What’s the key to weathering the storm?
http://flickr.com/photos/daflow/538975768
Don’tGo
There
http://twitter.com/kanter/statuses/1630284412
http://www.flickr.com/photos/dougbelshaw/2188294089
Give people the tools they need
http://icanhaz.com/pistonheads
“White Van Man has set up a donations page to support the Yorkshire Air Ambulance through justgiving.com in thanks for their work getting Richard Hammond to hospital in double quick smooth running time.”
What happens when a community supports something
http://icanhaz.com/hammond www.justgiving.com/phrichardhammond
£190,000 raised in 7 days
Original target: £340
Fundraising for Richard Hammond
Community fundraising through Twitter
www.justgiving.com/peterserafinowicz
Community fundraising through Twitter – instant feedback
http://twitter.com/serafinowicz/status/1321093848
What happens when a community supports something
14% of referrals on 13th March to Justgiving were from Twitter
www.justgiving.com/peterserafinowicz
66%
9%
8%
6%
3%
1% 1% 1% 0% 0%
Donation amounts to justgiving.com/peterserafinowicz
£2.00£10.00£5.00£4.00£6.00
Community fundraising through Twitter – micro donations
1,106 donations
www.justgiving.com/peterserafinowicz
£4.86 average
www.guardian.co.uk/commentisfree/2008/jun/20/transport.religion
www.facebook.com/group.php?gid=32985131033
An article…
A Facebook group
And again…
http://justgiving.wordpress.com/2008/10/24/atheist-bus-rides-again
The atheist bus phenomenon…
21/10/2008 22/10/2008 23/10/2008 24/10/2008 25/10/2008£0
£10,000
£20,000
£30,000
£40,000
£50,000
£60,000
£70,000
£80,000
£90,000
£100,000
Donations to www.justgiving.com/atheistbus
http://icanhaz.com/abus
Prepare to lose a certain amount of control
Make it easy to share content online
Reach out to bloggers as well as traditional PR and print media
Enable people to have conversations about your appeal
Be prepared to be imaginative and take risks
Lessons to be learnt from the Atheist Bus Campaign
http://www.wateraid.org/uk/donate/858.asp?lnkid=uk,wed
Promote creativity…
Weddings?
http://www.oxfam.org.uk/get_involved/fundraise/fundraising_guide
Promote creativity…
Other ways…?
Create websites for thanking, not just for asking
Show how donations are used – videos/photos/stories – and allow feedback
Develop an online donor development plan
Develop an online fundraiser development plan
Be creative
Use the web. Invest in it
www.rnidimpact.org.uk
RNID Impact Report (annual report in the digital age)
Canadian blood services thank-you site
http://www.andrewjrobinson.net/?p=75
http://thankyourdonor.ca
http://flickr.com/photos/dbarefoot/1814873464
They are tools that allow you to do something
You have to figure out what that something is, what your goal is, your strategy…
Social Media is a toolset – use it wisely
http://icanhaz.com/jgfb
Facebook – biggest referrer to Justgiving
Over 300,000 installs of Justgiving Facebook application
http://apps.new.facebook.com/justgiving
Facebook – biggest referrer to Justgiving
http://apps.new.facebook.com/justgiving
Facebook – still growing…
http://icanhaz.com/jgfb
profile35%
home24%
Group23%
inbox11%
event3%
friends3%
Wall1%
posted0%
Areas of Facebook people come to Justgiving
How people use Facebook to fundraise
http://flickr.com/photos/margin/2843636316
What are you ‘feeding’ your supporters online?
What are you telling your supporters?
http://flickr.com/photos/mpdanielcouk/3425205250
How are you treating your supporters online?
http://flickr.com/photos/kaptainkobold/195999767
http://flickr.com/photos/umjanedoan/496707576
Are they part of your story?
http://flickr.com/photos/gi/2953550
Are they part of your dreams?
Jonathan Waddingham
jonathan@justgiving.com
twitter.com/jon_bedford
justgiving.com/blog
Contact me…