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Getting started with online fundraising
IoF conference: Fundraising in a small charity
Michelle Fortune
Charity Support Specialist
What we’re going to cover today
1. Why fundraise online?
2. Setting up a basic online profile with JustGiving
3. Promote online fundraising & attract supporters
4. Drive traffic to your page
Why fundraise online?
You’ll be where the people are
& make it easy for people to give
In 2012, 80% of all UK households had internet access
50m mobile phone users are ready to give instantly and spontaneously
Through JustGiving, they can give online or via their mobile phone straightaway.
A third of people on JustGiving find us through social networks.
Why fundraise online?
Percentage of households with Internet access
http://www.ons.gov.uk
Why fundraise online?
You'll raise more money
People are more generous when they give through a website. The average online donation is £30, compared to £15 offline.
A whopping 85% of online donations are eligible for Gift Aid, compared to only 43% offline.
People can now donate for abroad in their local currency too
Over £1 billion has been donated
via JustGiving
In January 2013, 40% of all donations came
via mobile phones & tablets
People have more ways to give e.g. Credit card, PayPal, Direct Debit, text donation
Why fundraise online?
Loads of fundraising tools
Your own profile page
JustTextGiving
Buttons
Mobile optimised view
Comprehensive charity account
Social media fundraising & sharing
Setting up a basic online profile with JustGiving
This is your charity’s dedicated area on JustGiving – it’s just like a mini website.
Promote this profile to your community so potential supporters can easily find your charity online.
Here they can make a donation, set-up a monthly direct debit or create a fundraising page.
A third of people on JustGiving find us through social networks, and they’re looking for charities to support!
e.g. www.justgiving.com/mariecurie/donate
Setting up a basic online profile
Step 1 - Add your charity’s logo and a description of what your charity does.
Setting up a basic online profile with JustGiving
Step 2 - Personalise your thank you message
A thank you message is sent to everyone who makes a donation through JustGiving.
This is sent as part of an email receipt and can be personalised so your charity can use its own words to thank the people who donate
Personalising a thank-you message for your supporters lets them know how much their donation means to your charity.
Setting up a basic online profile with JustGiving
Step 4 – Use the features & tools percentage tracker in your charity account to make sure you’re getting the most out of JustGiving!
Promote online fundraising & attract supporters
Add compelling stories, share information & add our donation app. Get people to ‘like’ your page.
According to the people at Facebook, they have over 1 billion active monthly users.
Use social media
It’s where the people are!
....and it’s free!
In 2012, facebook drove over 1.8 million donors to Justgiving, 50% more than 2011
They gave over £34 million, up 44% on 2011
Our Facebook app generated over £680,000
Create your own charity page on
Facebook:
68% of the UK population is on Facebook.
Not forgetting the 200 million active Twitter users around the world
Share & promote stories of fundraisers & supporters.
Case Study – Reverse Rett Research
Promote online fundraising & attract supporters
Support your fundraisers by providing tips, suggestions and advice
The JustGiving blog offers tips and information for fundraisers at blog.justgiving.com
Think about developing your own fundraiser ‘pack’ – it could include
a fundraising tips leaflet
contact details for further support
How to create their page
Ideas on how to spread the word
about their fundraising
Links to the JustGiving blog
T-shirts or wristbands
Case study – Tree of Hope Children’s Charity
JustGiving lets you know each time that new fundraising page is rated in support of your charity. We’ll also give you the email address of that new fundraiser
Tree of Hope Children’s Charity uses these emails to contact their new fundraisers and welcome them to the charity.
The charity sends a welcome email, thanking the fundraiser for choosing to raise money for them.
They offer fundraising tips & information on how to make the most of JustGiving
They also contact the fundraiser when their activities are finished to say thanks
A brilliant statistic:
Tree of Hope fundraisers have raised over £14,000 in text donations alone since June 2011. The charity encourages their fundraisers to use this facility.
Another great idea.....
We let you know when a fundraising page has expired because the activities are complete.....
Many charities use this as an opportunity to thank the fundraiser for their support.
As part of this, some charities choose to let the fundraiser know how they’ll be using the money they raised and tell tem the difference it will make.
People are more likely to support you again if they know that they are making a difference.
Promote online fundraising & attract supporters
Fundraisers who’ve had a good experience will be more likely to come back and fundraise again,
Local press articles, on your website, at events, nominate them for awards
Champion your supporters!
Sing their praises, thank & recognise them publicly
Champion their activities online via social media – shout about how brilliant they are on Twitter & Facebook
Thank and encourage them for everything they’re doing
Use a charity facebook page to say how well your fundraiser is doing & share their pages. Give an update on how much they’ve raised so far or mention their brilliant ideas.
they’ll also promote your charity to others, make a financial donation or even consider leaving a legacy
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.
Using social media in this way is a great idea, with so many people using it. It’s a cost-effective way to share information widely about your brilliant fundraisers
Positive East has a ‘fundraiser of the week’ whose efforts get promoted on Twitter and Facebook.
They welcome any new runners with a ‘welcome’ tweet
A brilliant quote:
“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
Drive traffic to your page
How do you get more people to take notice? Tell a great story!
It’s not about you, it’s what you do
Make your story inclusive – involve your supporters
Get your beneficiaries to talk on your behalf
Be authentic (that’s the easy part)
Share that story EVERYWHERE!
Keep it short and snappy where you can then link to a larger story if you need to
Give easy next steps....www.gfjlibrary.org
Drive traffic to your page
So, you’ve told an amazing story & promoted it EVERYWHERE! Now people want to support you....
Use our buttons on your website, blogs, e-flyers and emails.
Give a link to your JustGiving page on Facebook, Twitter and anywhere else you’re telling your story.
To support us or make a donation, visit www.justgiving.com/macmillan
...How do they do that? Easy, offer a great ‘call to action’
Drive traffic to your page
You’ll raise significantly more than you would with a web address alone.
A few great things about buttons....
Charities using JustGiving buttons on their website raise 58% more than charities that use links
They‘re quick and easy to add – we offer step by step instructions
There’s a selection of ready made buttons for you to choose from
Case study – The Neuroblastoma Alliance UK
Many charities are using buttons to drive traffic to their page - in a single click, your supporter is taken to donate to your charity on JustGiving
A charity recognising the impact of JustGiving buttons is The Neuroblastoma Alliance UK. The charity works with families, running appeals to raise funds for life-saving treatments.
Add ‘make a page’ buttons to their website to help people start the process of fundraising online
They also provide the families with buttons to add to their own blogs
A brilliant quote:
“Buttons are much clearer to see on out web pages than complicated links and there’s less confusion from our supporters, which saves us time. JustGiving buttons simplify the process. If people want to set up a page or donate, they can just click on a button and it will take them exactly where they need to be”
Marta Hofstrom– The Neuroblastoma Alliance UK
Summary – What we’ve covered
1. Why fundraise online?Be where your supporters are – 80 of all UK households are online
2. Setting up a basic online profile with JustGivinglet the world know it’s you!
3. Promote online fundraising & attract supportersUse social media, support & champion your fundraisers
4. Drive traffic to your pagecraft a compelling reason to support you & use buttons to take people to your page!
