What charities really think of online giving, and how to make the most of it

Jonathan Waddingham

Justgiving

12 February 2009

Some insight from our supporter surveys…(1,491 donors)

In the next three months, do you think you may have to reconsider how much you give to charity?

29%

7%

3%

61%

Yes, I may consider giving a little less

Yes, I may consider cutting back a lot

Yes, I may consider stopping giving

No, I don't think I will

Some insight from charity surveys… (656 charities)

http://icanhaz.com/pf

Which of these statements is closest to how you see your charity’s use of online fundraising?

57%

22%

16%

5%

I feel we’re having a good go, but could dobetter.

I feel we’re trailing other charities, butwe're not sure what to do next.

I feel we’re way behind.

I feel we’re making the most of onlinefundraising.

So where does that leave us?

Only 5% making the most?

40% giving less?

http://flickr.com/photos/lounger/199416317

So where does that leave us?

Where’s the money coming from?

http://flickr.com/photos/rachelpasch/2346477690

Chance to innovate?

Growth in “user created” events

New "user created" events on Justgiving

0

2000

4000

6000

8000

10000

12000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2007

2008

Is this the return of Community Fundraising?

Growth in user created events from 2007 to 2008

0%

50%

100%

150%

200%

250%

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Community fundraising…

“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

What’s the key to weathering the storm?

“Devolved fundraising involves surrendering a certain amount of overall control” Kevin Blowe, Buwan Kothi International Trust

Don’t go there!

http://flickr.com/photos/daflow/538975768

http://icanhaz.com/ipledge

Give your supporters the opportunity to be creative

http://flickr.com/photos/johncabell/64548429

What happens when a community supports something…

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.”

Fundraising for Richard Hammond…

http://icanhaz.com/hammond

www.justgiving.com/phrichardhammond

£190,000 raised in 7 days

Original target: £340

And again…

www.guardian.co.uk/commentisfree/2008/jun/20/transport.religion

www.facebook.com/group.php?gid=32985131033

An article…

A facebook group

The Atheist bus phenomenon

http://justgiving.wordpress.com/2008/10/24/atheist-bus-rides-again

Lessons to be learnt from the Atheist Bus campaign…

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

Promote creativity

www.justgiving.com/charitysupport

Use the web. Invest in it

Create micro-sites for thanking, not just for asking

Show how donations are used – videos/photos/stories

Develop an online donor development plan

Develop an online fundraiser development plan

Be creative

RNID Impact Report (annual report in the digital age)

www.rnidimpact.org.uk

Social Media is a toolset

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*…

Facebook – biggest referrer to Justgiving

http://icanhaz.com/jgfb

Facebook – biggest referrer to Justgiving

Over 100,000 installs of Justgiving Facebook application

http://apps.new.facebook.com/justgiving

How people use Facebook to fundraise

http://icanhaz.com/jgfb

What are you ‘feeding’ your supporters online?

http://flickr.com/photos/margin/2843636316

How are you treating your supporters online?

http://flickr.com/photos/kaptainkobold/195999767

Are they part of your story?

http://flickr.com/photos/umjanedoan/496707576

Are they part of your dreams?

http://flickr.com/photos/gi/2953550

Contact me…

Jonathan Waddingham

jonathan@justgiving.com

twitter.com/jon_bedford

justgiving.com/blog