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Your supporters often have very personal reasons to raise money for your charity and can become powerful advocates for your cause. In this session JustGiving will share insight on something they're calling the fundraising 'network effect'- the idea that fundraisers inspire others to take on charity challenges and help you recruit supporters. The charity Maggie's Cancer Caring Centres will share how they've increased fundraising at their event 'Maggie's Monster Bike & Hike' and taken their event registration process online. This session will also explore a key motivation for many charity supporters - fundraising In Memory of a loved one. JustGiving research indicates that people taking part in an event to fundraise in memory of a loved one raise up to 54% more than fundraisers who aren't raising money in memory. Insights from JustGiving and Great Ormond Street Hospital Children's Charity will explain why and how you should look after these highly motivated individuals.
Citation preview
July 2013
Hidden motivations
and income streams
Understanding the true value of your
event fundraising Katie Simmons – Senior fundraising manager Great Ormond Street Hospital Charity
Gemma Randall – Head of charity partnerships JustGiving
Graham Tyrrell – Head of digital Maggie’s Centre
Katie Simmons
Great Ormond Street Hospital
Charity
Comprehensive in memory
approach case study
Graham Tyrrell
Maggie’s Centres
Building networks around
events case study
Gemma Randall
JustGiving Trends, data,
About us
What we’re going to cover today
1. Developing a better understanding of your supporters –
What motivates them to fundraise and how do they behave
online, on social media and on their mobile phones?
2. Maggie’s case study – How we have increased fundraising at
our event 'Maggie's Monster Bike & Hike' and taken our event
registration process online
3. The 'network effect’ – The idea that fundraisers inspire
others to take on charity challenges and help you recruit new
supporters
4. In Memory fundraising – uncovering the true value of it
5. GOSH case study – How we look after people fundraising in
memory and work across income streams
6. Quiz (alternative and inspiring fundraising ideas)
When did you last fundraise? Why? How?
People are...
People are online
People are mobile
People are...mobile
Is mobile overtaking desktop traffic? Yes
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 computers
Mobile devices
Throughout the day, JustGiving processed a record £300,000 in donations
on the go from smartphone users, including spectators in the crowd
I want tickets to see Robbie Williams
I want tickets to see Robbie Williams
Mobile optimisation is really important
When the participant registers for an event
People are...
People are online
People are mobile
People are social
People give to people
People are...social and give to people
H1 2013 Facebook has driven +£20m to JustGiving
+£5m of this was though Facebook mobile traffic
Peer review – the acquisition tool?
One in four fundraisers will choose either to take part in the same event
for charity the next year or will inspire a friend or family member to take
part instead.
Hidden motivations and income streams: Understanding the true value of your event fundraising – case study
Graham Tyrrell Head of Digital
Based in uniquely designed buildings on NHS
hospital grounds, Maggie’s Centres are places
where people with cancer can get the emotional,
practical and social support they need
Monster Bike and Hike 31.5 miles Bike 8.5, 23.4 or 41.2 miles Hike
A Monster problem Recruit 600 participants and
support them in raising £500,000
A Monster approach
Some hints and tips
Starting the journey
Tailored marketing http://monster.maggiescentres.org/
Understanding motivations
Registration
Powered by Active Network
Importance of starting early
From participant
to advocate
Understanding motivations
During event
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
Do you remember your
first time?
People are...
People are online
People are mobile
People are social
People give to people
And.....???????
People are...
People are online
People are mobile
People are social
People give to people
People are motivated
Traditional approach
Events Company In
Memory (immediate)
Lifestyle DIY
How JustGiving have approached it
In Memory
Events Company In
Memory (immediate)
Lifestyle DIY
In memory motivated
fundraising has grown
by 25% year on year
People taking part in
an event to
fundraise in memory
of a loved one raise
up to 54% more than
fundraisers who
aren’t raising money
in memory
www.justgiving.com/en/in-memory
In Memory fundraisers on JustGiving (2013)
14% walks
14% running &
marathons
11% skydives
Who traditionally looks after In Memory?
People above process -
Yes 28%
No - we do not contact In Memory fundraisers
9%
No - we treat them the
same as all other event fundraisers
47%
Not sure 16%
Do you have a tailored supporter care programme in place
specifically for people who are fundraising in memory of
someone?
GOSHCC – case study
Remember.....
People give to people – facilitate the formation
of networks
Put people first, process second – putting your
fundraisers at the heart of what you do
The challenge for GOSHCC
1. How to talk about In Memory?
2. How to support networks – peer to peer giving?
3. How to support activity across different teams and
income streams?
4. How to work in the same space as the rest of our
fundraisers’ lives – going digital
5. How to make it personal?
Our solution
Brighter Future Funds – a tribute fund
product integrated across all income
streams
1. Positive imagery and a clear
identity
2. Stable online platform to enable
peer to peer
3. Ability to personalise
4. Income allocated to activity
5. Umbrella of stewardship and
relationship management
Isla’s story
Isla was the most enchanting little granddaughter we could ever have asked for. She
had a wonderful character and made such an impression on us all in her short life which was tragically
taken away by a rare brain tumour.
We lived next door, and quickly became friend with Mikey and Anna. We were so
thrilled when they had Isla, a playmate for our daughter, and the smiliest little neighbour anyone could ask
for.
Over a year ago I met a wonderful little girl and was asked to be her nanny. From the first day I
looked after Isla, I fell in love with her.
Last year my colleague Mikey & his wife Annie tragically lost their little girl Isla to a rare brain
tumour.
Isla was a wonderful little niece and cousin, who although so young when she
died, has left a huge hole in our lives.
Last November my friends Mikey and Anna Cecil tragically lost their 15 month year old daughter
Isla to a very rare and aggressive brain tumour.
People give to people – creating networks
People are social and give to people
Isla’s Brighter Future Fund
•100 cyclists on Isla’s Tour
•200 Twitter followers
•366 Facebook likes
•1152 donations
•51 JustGiving pages
•15 events
•Over £150,000 raised
Putting people first, process second: working across income streams
Tribute Team
Special Events
Challenge Team
Community
Team
Isla’s Tour Donations
Windsor Race
Night
Shakespeare
Half Marathon
Safaricom
Marathon
London to Brighton British 10k Great North Run
And does it work?
•Raised £280k (year 1) against a £100k target
•65 funds (against a 50 fund target)
•Positive feedback
“Isla really was the most wonderful little daughter we could have
wished for. No parent should have to go through what we experienced
hence why we have set up the Isla Cecil Brighter Future Fund.
Help us celebrate the life of Isla Cecil and help us to create a brighter
future for children and families at Great Ormond Street Hospital”
Key steps for supporting In Memory networks and events
Acknowledge and support In Memory as a motivation
Put people first and internal process second
Accept you will need to go above and beyond – this is
very personal
Find a way to talk about In Memory, even if you are not an
end-of-life charity
Use digital solutions – let people build their network
People are...
People are online
People are mobile
People are social
People give to people
People are motivated
What have these animals got in common?
Question: Fill in the gap
“Buy djkaldjaldjaslj in a jar and
help the kids at Great Ormond Street”
a) A spider
b) A ghost
c) Brangelina’s breath
How much did this page raise? And for a bonus point...
?
Guess the movies
What do these pets have in common?
What can you buy in a jar?
Don’t worry Brangelina’s breath is available though
How much did this page raise?
Guess the movie
www.justgiving.com/teams/save-at-the-movies
Any questions?
Katie Simmons – Senior fundraising manager
@simmonskt
Gemma Randall – Head of charity partnerships
@JustGiving
Graham Tyrrell – Head of digital
@maggiescentres
