Fundraising and social media with Dogs Trust and JustGiving

Fundraising through Social Media at Dogs Trust

Alex GoldsteinDigital Marketing OfficerDogsTrust

Jonathan WaddinghamDigital StrategistJustGiving

Good Morning!

• Work with charities to make best use of the web

• Research online giving trends to provide insight

• Manage JustGiving‟s social media strategies

www.slideshare.net/jwaddingham

• Responsible for DogsTrust social media presence

• Looks after dogstrust.co.uk, doggysnaps.com

• Digital Marketing, email marketing and more..

What we’ll talk about

Latest social media stats

DogsTrust & Twibbon

DogsTrust & other social media fundraising – Facebook and Waggy Walks

Social media & JustGiving

Thoughts for the future

Online is social

Online social networks

Global web users spent an average of approximately 5.5

hours on social networks in February 2010. This is an

increase of more than two hours versus the same period in

2009.

Nielsen, February 2010

Twitter is still growing

105 million

users

>400

million

users

Average user

spends 55

mins per day

on Facebook

>50% users

log in every

day

http://www.facebook.com/press/info.php?statistics

Facebook is still growing too

Social network users are older than you think...

37

(Source: pingdom.com)

JustGiving traffic and Social Media

Direct Facebook Twitter

BETA Facebook app

135k

514k

JustGiving guide to social media fundraising

http://bit.ly/SMguide

Facebook Connect

http://developers.facebook.com/connect.php

www.protectthehuman.com

http://icanhaz.com/connectJG

Facebook Connect and JustGiving

Where people come from on Facebook to

JustGiving

Percentage of Facebook visits to JustGiving

from Facebook newsfeed

66%Percentage of Facebook visits to

JustGiving from Facebook inbox

1%

Facebook “liking”

http://developers.facebook.com/plugins

Twibbon, DogsTrust & JustGiving

http://twitter.com/twibbon/status/8851013291

http://twitter.com/dogstrust/status/8850734779

Twibbon supporters

www.justgiving.com/Valentines-Twibbon

The results

http://twibbon.com/join/Dogs-Trust-Valentine-Appeal

The results

10%

60p

£6

Conversion rate

Each Twibbon‟s

value

Avg donation

Why did this work?

Clear call to action

Low effort

Great existing community

Timely – Valentine‟s day

Find out more at http://bit.ly/JGTwibbon

Dogs Trust on Facebook: Before

Best case scenario target (£2 per supporter)

A community of 63,000+ supporters

A PayPal donation button

Dogs Trust and supporter comments visible

Dogs Trust on Facebook: During

“Shopping list” of what can be done with

different amounts of money

Short timeline: 24 hours

Updates on totals and average donations

Trailers – “update coming at 4pm”

Dogs Trust on Facebook: After

No easy way of claiming Gift Aid or

collecting supporter data using PayPal

January was the right time to do it:

a dog is for life, not just for Christmas

Demands to remind people monthly:

“more personal than direct debit”

Could try a different approach every

month (Twibbon followed in February)

£1,500 raised by 370 people:

avg donation £4

Followed up with congratulations „certificate‟

Why did this work?

Simple call to action

Low effort

Great existing community – 63,000

Timely – people still thinking a dog is for life, not just for Christmas...

Waggy Walks: digital media then social media

5,000 of which completed walks

Two individual mailings, two general mailings

Each mailing had 300,000 recipients

30,000 registrants

Four mailings over August, September and

October 2009

£50,000 raised (but not everyone raised money)

Social media more active during / after event than before: twitpic, hashtags, Flickr

Sponsor dog for non-attendees - £5,000 raised, competition run, mostly email-driven

Waggy Walks: October 2010

Pre-emptively set up photo album, hashtag etc

Email still has a great deal of value for events

Registration fees keep fundraisers focussed

More info to come for 2010!

Promoting social pages

Average of 800 new Facebook „likes‟ per week

Sent to every registrant of www.dogstrust.org.uk

Immediate spike of 1,000 „fans‟ when first started

Around 2,000 sent every week

Followed on from DoggySnaps emails

Cross-promotion

Things to think about

Quirky and different helps – and fun too

Simple beats complicated every time

Allow as much sharing as possible

Pre-existing communities are good – use them

Timeliness – is it relevant?

Test your assumptions, and fail fast

Use your supporters‟ networks

Don‟t forget email!

Jonathan Waddingham

jonathan@justgiving.com

@jon_bedford

http://blog.justgiving.com

slideshare.net/jwaddingham

http://bit.ly/JWblog

Search LinkedIn

Carry on the conversation

Alex Goldstein

alex.goldstein@dogstrust.org.uk

@mokuska

@dogstrust

http://dogstrustblog.blogspot.com

http://www.dogstrust.org.uk

Search LinkedIn

The future of social media fundraising?

Seamless donations on mobile apps

Seamless donations on social networks

Rich charity sites that are totally integrated with social networks

Hyper-local fundraising powered by location based social networks and mobile apps