IoF South West Conference

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

Jonathan Waddingham18th June 2009

http://icanhaz.com/pf

56%

22%

16%

5%

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

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

I feel we’re trailing other charit-ies, 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.

Independent research - 656 charities, summer 08

http://icanhaz.com/pf

56%

22%

16%

5%

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

I feel we’re making the most of online fundraising.

Independent research - 656 charities, summer 08

Online donors are all young, aren’t they?

JustGiving May-June exit questionnaire – 1,238 respondents

18-24 25-34 35-44 45-54 55-64 >64

48%

25%

37% 37%34%

41%

% of first-time donations in each age group

http://icanhaz.com/crunchmonitor

Some insight from our credit crunch research

No, I don't think I will Yes, I may consider giv-ing a little less

Yes, I may consider cut-ting 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%

61%

31%

6%

2%

63%

28%

6%

3%

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

Jan - FebMarchAprilMay

http://icanhaz.com/flm09

London Marathon analysis

Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May0

2

4

6

8

10

12

FLM08FLM09

Do

na

tion

s in

c. G

A (

£m

)

http://www.flickr.com/photos/villes/696080093

5% making the most

40% giving less

http://www.flickr.com/photos/sutto007/2718159886

Chance to innovate

Take risks;be bold?

http://icanhaz.com/crunchmonitor

More insight from our credit crunch research

I give more than before14%

I give about the same43%

I still give, but a little less

35%

I've cut back a lot6%

I've largely stopped giving3%

Has thinking harder resulted in you changing your charity giving?

JustGiving May exit questionnaire – 1,156 respondents

http://icanhaz.com/crunchmonitor

More insight from our credit crunch research

I give more than before14%

I give about the same43%

I still give, but a little less

35%

I've cut back a lot6%

I've largely stopped giving3%

Has thinking harder resulted in you changing your charity giving?

JustGiving May exit questionnaire – 1,156 respondents

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0

2,000

4,000

6,000

8,000

10,000

12,000

2007

2008

Growth in user created events

51%

Growth in user created events

“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

Is this the return of community fundraising?

http://icanhaz.com/ipledge

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

What’s the key to weathering the storm?

http://www.flickr.com/photos/dougbelshaw/2188294089

Give people the tools

they need

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

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

An article…

A Facebook group

Community fundraising

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

The atheist bus phenomenon

http://icanhaz.com/abus

Prepare to lose a certain amount of control

Make it easy to share and find content online

Reach out to bloggers as well as traditional PR & print media

Let people have conversations about your appeal and your cause

Be prepared to be imaginative and take risks

Lessons from the Atheist Bus Campaign

http://icanhaz.com/jgfb

Facebook – biggest referrer to Justgiving

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

Facebook – biggest referrer to Justgiving

400,000 installs

30%

referrals

http://icanhaz.com/jgfb

profile35%

home24%

Group23%

inbox11%

event3%

friends3%

Wall1% posted

0%

How people use Facebook to fundraise

http://twitter.com/serafinowicz/status/1321093848

Community fundraising through Twitter

14% of referrals on 13th March to Justgiving were from Twitter

www.justgiving.com/peterserafinowicz

Community fundraising through Twitter

66%

9%

8%

6%

3%

£2.00£10.00£5.00£4.00£6.00

1,106 donations

www.justgiving.com/peterserafinowicz

£4.86 average

Community fundraising on Twitter – micro donations

Look at how you thank, as well as how you ask

Show how donations are used

Look after people who donate online

Look after people who raise money for you online

Use the web; invest in it

Use videos/photos/stories – and allow feedback

www.rnidimpact.org.uk

RNID Impact Report (digital annual report)

http://www.andrewjrobinson.net/?p=75

http://thankyourdonor.ca

Canadian blood services thank-you site

http://www.wateraid.org/uk/donate/858.asp?lnkid=uk,wed

Weddings?

Promote creativity

http://www.oxfam.org.uk/get_involved/fundraise/fundraising_guide

Other ways…?

Promote creativity

http://icanhaz.com/ChelseaP

In Memory fundraising

http://flickr.com/photos/dbarefoot/1814873464

Social media is a toolset – use it wisely

St Ann’s social media success

http://icanhaz.com/stanns

238%

“If I could give one tip it would be: do one thing now – you don’t need a strategy in place, just try it out!

For example, set up a Facebook group/event or a Twitter site and actively promote it on your emails – see what happens as a result!”

Catherine Williams, Director of Fundraising and Communications, St Ann’s Hospice

St Ann’s social media success

http://icanhaz.com/stanns

http://flickr.com/photos/mpdanielcouk/3425205250

What are you telling your supporters?

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

How do you treat your supporters

online?

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

slideshare.net/jwaddingham