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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
twitter.com/jon_bedford
justgiving.com/blog
slideshare.net/jwaddingham
