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…