52
Getting started with online fundraising Enlighten conference, May 2013 Sally Chambers @salleeann [email protected] www.justgiving.com/charities

Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Embed Size (px)

DESCRIPTION

This presentation covers the fundamentals of online fundraising, some of the new ways in which people are raising money and how you can help them raise more. Content: Why fundraise online? How to promote online fundraising to existing and potential supporters The social-media savvy generation How mobile phones are changing the game Some best practice examples from the charity sector. Presentation by Sally Chambers, JustGiving

Citation preview

Page 1: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Getting started with online fundraising

Enlighten conference, May 2013

Sally Chambers

@salleeann

[email protected]

www.justgiving.com/charities

Page 2: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

What we’re going to cover today

1. Online fundraising – why bother?

2. Getting started

3. The new fundraiser

Page 3: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

What we’re going to cover today

1. Online fundraising – why bother?

2. Getting started

3. The new fundraiser

Page 4: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

www.flickr.com/photos/jamescridland/613445810/

REACH: You’ll be where the people are

85% of the UK adult population use the internet And it’s not just the kids – 32% of over 65s shop online 1/3 of people on JustGiving find us through social media No borders – people can give or fundraise wherever they are

Page 5: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Online fundraising – why bother?

Not only is the number of people using the internet increasing, so is amount they’re using it

68% use it everyday

This has more than doubled since 2006

Page 6: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Online fundraising – why bother?

Social networking has broad appeal – 50% of the UK population uses Facebook

Using social networks isn’t just for the kids:-- 62% of adults aged 35 to 44-- 40% of adults aged 45 to 54

Page 7: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Online fundraising – why bother?

Nearly a third (32%) of those aged over 65 now shop online

This has doubled since 2008

Page 8: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

www.flickr.com/photos/doug88888/4612035503/

INCOME: You’ll raise more money

85% of online donations on JG are eligible for Gift (vs 43% offline) People are more generous online (£30 vs £15) More payment choices (Paypal, credit card, direct debit) Enable people to give where + when they want (PC, mobile, Facebook etc)

Page 9: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

http://www.flickr.com/photos/kozumel/2228603119/

EFFICIENT: You’ll save time + admin

Automated Gift aid reclaim Instant reporting and supporter insights Triggered email alerts (page created, donation received, thanking)

Build relationships from the start (not just when the cash comes in)

Page 10: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

What we’re going to cover today

1. Online fundraising – why bother

2. Getting started

3. The new fundraiser

Page 11: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Your website

Make it easy for people to give – to you and other supporters (people like to give to people)

CHARITY: Clear donate button

PEOPLE: Supporters raising money for Tree of Hope and links to their fundraising pages so people can donate to them

Page 12: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

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.

‘Fundraiser of the week’ promoted on Twitter and Facebook.

They welcome any new runners with a ‘welcome’ tweet

“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

Page 13: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Your website

Make it easy for people to give – to you and other supporters (people like to give to people)

Make it easy for them to get to know you and what they can help you achieve Clear

mission statement

Facebook feed shows the personality of your charity

Page 14: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Your website

Make it easy for people to give – to you and other supporters.. People give to people

Make it easy for them to get to know you and what they can help you achieve

Make it easy for them to find out how to get involved – inspire them with ideas

Clear instructions

Advice and inspiration

Page 15: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)
Page 16: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

A myth...

Page 18: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Some resources worth checking out

What’s so great about Wordpress? Made with Jam - http://onesite.madewithjam.org/ 8 tips to design a charity website Great Charity Websites:Tip 1 – content, Tip 2 – responsive design, Tip 3 –

accessibility and Tip 4 – donations How to quickly and cheaply create web presence for your charity How to launch a new charity website Increase your fundraising with a JustGiving button 5 essential tips for promoting your charity using social media Community building and raising money through social media

Page 19: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

What we’re going to cover today

1. Online fundraising – why bother

2. Getting started

3. The new fundraiser

? ?

Page 20: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

The new fundraiser

Social media savvy

Page 21: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Then...

Page 22: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Now...

In 2012 Facebook drove

1.8 million donors to JustGiving

They gave £34 million (up 44% on 2011)

Future gazing: By 2015 we estimate more than 50% of donations on JustGiving will come from Facebook

Page 23: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

People want to give in different places

“You just put it on Facebook and then, before you know it,

boom, you’ve got lots of people on it and you’re

getting [donations].”

“The best thing for me was the link with

Facebook. That was the easiest

thing”

Page 24: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Social giving: Greater context, greater reach

Enabling people to share their donations creates a viral effect

Each share encourages more people

to give and is worth an extra £5 donation to your charity

In 2012, post-donation sharing on

Facebook generated an additional £1.4m in donations to charity

Page 25: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Social giving: more exposure

Your charity and your fundraisers can reach more people, with minimal effort

By enabling people to share on Facebook we’re creating more exposure for your charity and your fundraisers

Page 26: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

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

Page 27: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Some social sharing tools

Sonny’s law:

After every action, get people to share: Registered for an event? Made a donation? Signed a petition? Signed-up for a newsletter? Watched a video?

Ask them to share the news on Facebook and Twitter!

Or you can use tools like AddThis or ShareThis

They enable you to add these buttons to your website, so people can share automatically

Page 28: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Social giving: the power of an update

www.justgiving.com/Sheila-Turner

Share worth £12

Video share worth £19

Page 29: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Key tools – Your Facebook presence

This is a first – we’ve developed apps that enable people to donate without leaving Facebook.

We have an app for your charity, so you can add it your organisation’s Facebook page and receive donations...

And one for your fundraisers, so that their friends can sponsor them.

Why important? Over 50% of the UK population is

on Facebook

Page 30: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

 Using Facebook & Twitter

Set some objectives – What do you want to achieve? Are they in line with your charity’s overall ambition?

Check out charities that work in a similar way to you – how are they using Facebook & Twitter?

Example – If you’re a hospice, follow another hospice for two weeks to see what they do, what they post and how they respond to their followers and friends.

Tip – if they use a particular campaign more than once then you know it’s working for them.

Page 31: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Charity case studies – Our top 5 Facebook timelines

1) Handicap International UK – For smart use of the ‘About’ and ‘Featured app’ sections

Page 32: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Charity case study – our top 5 Facebook timelines

2) Macmillan Cancer Support – For getting creative with the timeline feature

Page 33: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Charity case study – our top 5 Facebook timelines

3) Blue Cross – For highlighting and promoting interesting content

Page 34: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Charity case study – our top 5 Facebook timelines

4) Meningitis Research – For using the new cover photo feature

Page 35: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Charity case study – our top 5 Facebook timelines

5) War Child – For using an email application to encourage newsletter sign-ups

Page 36: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Some resources worth checking out

For you: www.facebook.com/nonprofits www.facebook.com/facebooktips Building your presence with Facebook pages Guide to social networking Receiving donations through Facebook with a widget MailChimp Facebook integration

For your supporters: Top ways of using social media to fundraise Top tips for fundraising on Twitter Raise more by making a video

Page 37: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

The new fundraiser

Social media savvy Mobile user

Page 38: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Growth of mobile

Percentage of mobile & tablet visits to JustGiving

Jan-10 Jan-11 Jan-12 Jan-130%

5%

10%

15%

20%

25%

30%

35%

40%

45%

4%

10%

26%

40%More people are using the internet on their mobile phones – 36 million people in the UK own a smartphone!

When they visit JustGiving on their mobile, we are tailoring their experience, so it continues to be enjoyable, convenient and easy to give.

Page 39: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Marathon runners hit mobile giving milestone

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 com-putersMobile devices

Throughout the day, JustGiving processed a record £300,000 in donations on the go from smartphone users, including spectators in the crowd

Page 40: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Who do you want to be?

Page 41: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Mobile optimisation is really important

Your fundraisers and their supporters deserve the best Your charity’s page on JustGiving looks great on a mobile phone.

Page 42: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Mobile optimisation is really important

And we’ve created a donation process that’s super simple, so it’s easy for people to give on-the-go to your charity.

Page 43: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

What to do when online isn’t an option

JustTextGiving by Vodafone is a free text giving service You receive 100% of every donation 50m mobile phone users empowered to give instantly Free marketing materials for your charity

www.justtextgivingforcharities.com

With JustGiving? Your supporters can get a text code too

Page 44: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

They see your charity’s unique six-digit code on an advert, poster or banner

They send a text that includes your charity’s code and an amount, for example:

They’ll receive a thank you message

And a link to an online form to boost their donation by 25% through Gift Aid

Key tools – text donations + how it works for donors

Donate £5Text DADS135 to 70070

Page 45: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Outdoor events work well

These days people carry less cash, but they always have their mobile phone!

How about...

Bag packing in supermarkets Sunday congregations Cake bake sales If you’re hosting a formal dinner, why

not make your text code a table feature?

You could hand out flyers at a live gig Decorate bunting and balloons at your

local fete Put you text code on the tickets for

your comedy night

Page 46: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)
Page 47: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Charity case study – text donations

A charity that has felt the impact of text donations is Acorns Children’s Hospice.

It publicised a text code during a football match and raised £7,500!

JustTextGiving is perfect for events just like this. It also works well for:

- Cake bake sales- Bag packing at supermarkets

These days people carry less cash, but they always have their mobile phone! Click here to read

this case study

Page 48: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

http://blog.justgiving.com/charities/dogs-trust-raise-1500-from-text-donations/

Dogs Trust raises £1500 in two days on Facebook

One quiet Friday + didn’t have anything scheduled A simple ask that they dubbed FUNdraising Friday Started with a Facebook post explaining that if each

of their 200,000+ fans donated £2 they could make nearly half a million pounds

So much positive feedback that they extended it to Saturday and early Sunday, renaming it FUNdraising Weekend!

Page 49: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

How your fundraisers can use JustTextGiving

And if JustGiving is right for your charity, then your supporters can also raise money with JustTextGiving

They’ll get one free with their fundraising page

You can share our tips + resources to help them along...

• Here’s a poster they can personalise

• And some top tips on our support hub

Shh you can use some of these even if you’re not registered with JustGiving ;)

Page 50: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Case study – Tree of Hope Children’s Charity

Tree of Hope contacts each and every single one of their new fundraisers

They send a welcome email, thanking them for choosing to raise money for them

They offer tips + advice on how to make the most of online fundraising, plus how to raise money via text messages

A brilliant statistic:

Tree of Hope fundraisers have raised over £14,000 in text donations alone since June 2011 www.treeofhope.org.uk/

Page 52: Enlighten conference: How to get started with online fundraising (Sally Chambers, JustGiving)

Sally Chambers@[email protected]/charities