JUMP 2012: Using social (good) to add value
22
Using social (good) to add value Jonathan Waddingham Jack Sheldon Social & labs product manager Partnerships manager @jon_bedford @jackwasheldon October 10th 2012
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Transcript of JUMP 2012: Using social (good) to add value
Using social (good) to add value
Jonathan Waddingham Jack SheldonSocial & labs product manager Partnerships manager@jon_bedford @jackwasheldon
October 10th 2012
£1-£18
“What’s the ROI?”
We like FacebookIn 2011, Facebook drove over a million donors to JustGiving
They gave £22 million on JustGiving, with just under £1 million raised alone from mobile Facebook
In May 2012, 32% of donations came from Facebook, a 130% year on year growth
Over £200,000 raised in 2012 through Facebook canvas application
By 2015 we estimate 50% of donations on JustGiving will come from Facebook
(We like other social networks too)
http://blog.justgiving.com/community/social-giving-takes-off/
‘Social sponsorship’
Donations from Sep 2011 to April 2012
> £1,000,000
£55,482.48 total
£25.18 average
£1.80 value per share
£925,817.73 total£21.50 average donation£4.50 value per share
£21,912.82 total
£33.87 average
£3.30 value per share
How we ask for shares
Context changes impact
Share of a direct donation: £1
Share of a sponsor donation: £5
Share of a text update by a fundraiser: £12
Share of a video by a fundraiser: £18
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 their friends will be interested
Think about *what* gets shared as well as encouraging shares
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?
The future present: doing *is* sharing
Timeline integration - remembering
Timeline – donating, thanking
Aggregations bring interest & traffic
The social mobile is the next challenge
Growth of mobile visits to JustGiving
0%
5%
10%
15%
20%
25%
30%
35%
6%
15%
32%
% mobile visits to JustGiving
April 2010 April 2011 April 2012
Growth of mobile Facebook
0%
2%
4%
6%
8%
10%
12%
0%
4%
11%
% Facebook mobile traffic
April 2010 April 2011 April 2012
Social sharing Social good∝Why are our users so keen to share?
It is as much to do with *what* they’re sharing, as it is *how* we’ve made it easy.
Donating is something you can feel proud about
The cause / fundraiser is the story, not JustGiving
We want to make giving a part of everyday life1. Charity loyalty points
All those unused loyalty points I’ve got on my credit card or with the supermarket I use, could go to a charity of my choice
2. Change for charityEvery time I buy a CD for £9.95, I’d be happy to round it up by 5p if it helped my favourite charity
3. Give and acquireIf I could pledge some of the cost of a new purchase to the cause I care about, that might be the deciding factor between two brands – whether I’m buying a new camera or switching energy provider.
www.justgiving.com/en/partnerships/everyday-giving
Some of the businesses and developers already building on our APIs
www.justgiving.com/developer
Ovo Energy – Switch, Save and Donate
Bluedotworld.com – points for good actions
Vodafone employee fundraising hub Developer – fundraising chrome extension
But what do you (the brand) get out of it?1. Differentiate your product/service in a competitive market
2. Charities are a great source of new customers
3. Build your brand in the best way possible
4. Make your customers feel proud and they’ll tell your story for you...
www.justgiving.com/en/partnerships/everyday-giving
Jack Sheldon
Partnerships Manager
@jackwasheldon
Jonathan Waddingham
Product Manager
@jon_bedford
slideshare.net/jwaddingham
