enlighten conference: how to get started with online fundraising (sally chambers, justgiving)
DESCRIPTION
This presentation covers the fundamentals of online fundraising, some of the new ways in which people are raising money and how you can help them raise more. Content: Why fundraise online? How to promote online fundraising to existing and potential supporters The social-media savvy generation How mobile phones are changing the game Some best practice examples from the charity sector. Presentation by Sally Chambers, JustGivingTRANSCRIPT
Getting started with online fundraising
Enlighten conference, May 2013
Sally Chambers
@salleeann
www.justgiving.com/charities
What we’re going to cover today
1. Online fundraising – why bother?
2. Getting started
3. The new fundraiser
What we’re going to cover today
1. Online fundraising – why bother?
2. Getting started
3. The new fundraiser
www.flickr.com/photos/jamescridland/613445810/
REACH: You’ll be where the people are
85% of the UK adult population use the internet And it’s not just the kids – 32% of over 65s shop online 1/3 of people on JustGiving find us through social media No borders – people can give or fundraise wherever they are
Online fundraising – why bother?
Not only is the number of people using the internet increasing, so is amount they’re using it
68% use it everyday
This has more than doubled since 2006
Online fundraising – why bother?
Social networking has broad appeal – 50% of the UK population uses Facebook
Using social networks isn’t just for the kids:-- 62% of adults aged 35 to 44-- 40% of adults aged 45 to 54
Online fundraising – why bother?
Nearly a third (32%) of those aged over 65 now shop online
This has doubled since 2008
www.flickr.com/photos/doug88888/4612035503/
INCOME: You’ll raise more money
85% of online donations on JG are eligible for Gift (vs 43% offline) People are more generous online (£30 vs £15) More payment choices (Paypal, credit card, direct debit) Enable people to give where + when they want (PC, mobile, Facebook etc)
http://www.flickr.com/photos/kozumel/2228603119/
EFFICIENT: You’ll save time + admin
Automated Gift aid reclaim Instant reporting and supporter insights Triggered email alerts (page created, donation received, thanking)
Build relationships from the start (not just when the cash comes in)
What we’re going to cover today
1. Online fundraising – why bother
2. Getting started
3. The new fundraiser
Your website
Make it easy for people to give – to you and other supporters (people like to give to people)
CHARITY: Clear donate button
PEOPLE: Supporters raising money for Tree of Hope and links to their fundraising pages so people can donate to them
Case study – Positive East
Positive East is a great advocate for its supporters. They use social media to promote and celebrate the achievements of their fundraisers.
‘Fundraiser of the week’ promoted on Twitter and Facebook.
They welcome any new runners with a ‘welcome’ tweet
“A retweet or a Facebook call-out is a simple way to start building a relationship with your followers and you’d be amazed how much they’ll appreciate it”.
Mark Butcher – Positive East
Your website
Make it easy for people to give – to you and other supporters (people like to give to people)
Make it easy for them to get to know you and what they can help you achieve Clear
mission statement
Facebook feed shows the personality of your charity
Your website
Make it easy for people to give – to you and other supporters.. People give to people
Make it easy for them to get to know you and what they can help you achieve
Make it easy for them to find out how to get involved – inspire them with ideas
Clear instructions
Advice and inspiration
A myth...
http://www.flickr.com/photos/carolyns-pics/8643426322/
Promote it!
Cover off the basics first: Posters, press releases and at
events – flyers, stickers, leaflets
Then think about:1. Paid search via Google Grants2. SEO + link-building
Then think about: Facebook and Twitter
Community building and raising money through social media
Some resources worth checking out
What’s so great about Wordpress? Made with Jam - http://onesite.madewithjam.org/ 8 tips to design a charity website Great Charity Websites:Tip 1 – content, Tip 2 – responsive design, Tip 3 –
accessibility and Tip 4 – donations How to quickly and cheaply create web presence for your charity How to launch a new charity website Increase your fundraising with a JustGiving button 5 essential tips for promoting your charity using social media Community building and raising money through social media
What we’re going to cover today
1. Online fundraising – why bother
2. Getting started
3. The new fundraiser
? ?
The new fundraiser
Social media savvy
Then...
Now...
In 2012 Facebook drove
1.8 million donors to JustGiving
They gave £34 million (up 44% on 2011)
Future gazing: By 2015 we estimate more than 50% of donations on JustGiving will come from Facebook
People want to give in different places
“You just put it on Facebook and then, before you know it,
boom, you’ve got lots of people on it and you’re
getting [donations].”
“The best thing for me was the link with
Facebook. That was the easiest
thing”
Social giving: Greater context, greater reach
Enabling people to share their donations creates a viral effect
Each share encourages more people
to give and is worth an extra £5 donation to your charity
In 2012, post-donation sharing on
Facebook generated an additional £1.4m in donations to charity
Social giving: more exposure
Your charity and your fundraisers can reach more people, with minimal effort
By enabling people to share on Facebook we’re creating more exposure for your charity and your fundraisers
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
Some social sharing tools
Sonny’s law:
After every action, get people to share: Registered for an event? Made a donation? Signed a petition? Signed-up for a newsletter? Watched a video?
Ask them to share the news on Facebook and Twitter!
Or you can use tools like AddThis or ShareThis
They enable you to add these buttons to your website, so people can share automatically
Social giving: the power of an update
www.justgiving.com/Sheila-Turner
Share worth £12
Video share worth £19
Key tools – Your Facebook presence
This is a first – we’ve developed apps that enable people to donate without leaving Facebook.
We have an app for your charity, so you can add it your organisation’s Facebook page and receive donations...
And one for your fundraisers, so that their friends can sponsor them.
Why important? Over 50% of the UK population is
on Facebook
Using Facebook & Twitter
Set some objectives – What do you want to achieve? Are they in line with your charity’s overall ambition?
Check out charities that work in a similar way to you – how are they using Facebook & Twitter?
Example – If you’re a hospice, follow another hospice for two weeks to see what they do, what they post and how they respond to their followers and friends.
Tip – if they use a particular campaign more than once then you know it’s working for them.
Charity case studies – Our top 5 Facebook timelines
1) Handicap International UK – For smart use of the ‘About’ and ‘Featured app’ sections
Charity case study – our top 5 Facebook timelines
2) Macmillan Cancer Support – For getting creative with the timeline feature
Charity case study – our top 5 Facebook timelines
3) Blue Cross – For highlighting and promoting interesting content
Charity case study – our top 5 Facebook timelines
4) Meningitis Research – For using the new cover photo feature
Charity case study – our top 5 Facebook timelines
5) War Child – For using an email application to encourage newsletter sign-ups
Some resources worth checking out
For you: www.facebook.com/nonprofits www.facebook.com/facebooktips Building your presence with Facebook pages Guide to social networking Receiving donations through Facebook with a widget MailChimp Facebook integration
For your supporters: Top ways of using social media to fundraise Top tips for fundraising on Twitter Raise more by making a video
The new fundraiser
Social media savvy Mobile user
Growth of mobile
Percentage of mobile & tablet visits to JustGiving
Jan-10 Jan-11 Jan-12 Jan-130%
5%
10%
15%
20%
25%
30%
35%
40%
45%
4%
10%
26%
40%More people are using the internet on their mobile phones – 36 million people in the UK own a smartphone!
When they visit JustGiving on their mobile, we are tailoring their experience, so it continues to be enjoyable, convenient and easy to give.
Marathon runners hit mobile giving milestone
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 com-putersMobile devices
Throughout the day, JustGiving processed a record £300,000 in donations on the go from smartphone users, including spectators in the crowd
Who do you want to be?
Mobile optimisation is really important
Your fundraisers and their supporters deserve the best Your charity’s page on JustGiving looks great on a mobile phone.
Mobile optimisation is really important
And we’ve created a donation process that’s super simple, so it’s easy for people to give on-the-go to your charity.
What to do when online isn’t an option
JustTextGiving by Vodafone is a free text giving service You receive 100% of every donation 50m mobile phone users empowered to give instantly Free marketing materials for your charity
www.justtextgivingforcharities.com
With JustGiving? Your supporters can get a text code too
They see your charity’s unique six-digit code on an advert, poster or banner
They send a text that includes your charity’s code and an amount, for example:
They’ll receive a thank you message
And a link to an online form to boost their donation by 25% through Gift Aid
Key tools – text donations + how it works for donors
Donate £5Text DADS135 to 70070
Outdoor events work well
These days people carry less cash, but they always have their mobile phone!
How about...
Bag packing in supermarkets Sunday congregations Cake bake sales If you’re hosting a formal dinner, why
not make your text code a table feature?
You could hand out flyers at a live gig Decorate bunting and balloons at your
local fete Put you text code on the tickets for
your comedy night
Charity case study – text donations
A charity that has felt the impact of text donations is Acorns Children’s Hospice.
It publicised a text code during a football match and raised £7,500!
JustTextGiving is perfect for events just like this. It also works well for:
- Cake bake sales- Bag packing at supermarkets
These days people carry less cash, but they always have their mobile phone! Click here to read
this case study
http://blog.justgiving.com/charities/dogs-trust-raise-1500-from-text-donations/
Dogs Trust raises £1500 in two days on Facebook
One quiet Friday + didn’t have anything scheduled A simple ask that they dubbed FUNdraising Friday Started with a Facebook post explaining that if each
of their 200,000+ fans donated £2 they could make nearly half a million pounds
So much positive feedback that they extended it to Saturday and early Sunday, renaming it FUNdraising Weekend!
How your fundraisers can use JustTextGiving
And if JustGiving is right for your charity, then your supporters can also raise money with JustTextGiving
They’ll get one free with their fundraising page
You can share our tips + resources to help them along...
• Here’s a poster they can personalise
• And some top tips on our support hub
Shh you can use some of these even if you’re not registered with JustGiving ;)
Case study – Tree of Hope Children’s Charity
Tree of Hope contacts each and every single one of their new fundraisers
They send a welcome email, thanking them for choosing to raise money for them
They offer tips + advice on how to make the most of online fundraising, plus how to raise money via text messages
A brilliant statistic:
Tree of Hope fundraisers have raised over £14,000 in text donations alone since June 2011 www.treeofhope.org.uk/
Some resources worth checking out
Encourage your supporters to set up a text code on JustGiving and send them tips on how to use it:
How to set up a text code 5 text fundraising tips
Sally Chambers@[email protected]/charities