Embed Size (px)
DESCRIPTION
This presentation was given at the Institute of Fundraising's Insight in Fundraising Annual Conference, on Thursday 5th November 2009.
Citation preview
IoF Insight in Fundraising Annual Conference 2009
JustGiving insight – latest research into online giving habits and demographics
Hello!
Jonathan Waddingham• Charity Champion at JustGiving
• Work with charities to make best use of the web
• Research online giving trends to provide insight
FLM 2009 report - http://icanhaz.com/flmreport2
Donor attitudes to credit crunch - http://icanhaz.com/crunchJG
What charities really think of online fundraising - http://icanhaz.com/JGPF
Donor demographics on JustGiving
Research details
People were prompted to take a survey after making a donation to an online fundraising page
Donation could have been made to any size charity in any category
Survey carried out from early August to end September 2009
2,820 people took the survey
Is this your first online donation?
Which gender is giving more?
What’s the spread of ages by gender?
How much do people donate online?
Donation share vs revenue share
25%Percentage (in revenue) that comes from
donors over 45 who donate more than £50
Percentage (in revenue) that comes from donors over 5533%
Percentage (in revenue) that comes from
donors over 6511%
Key stats
Donation spread by age and gender
Donation spread by age and gender
accessible
targetedadvertise
user-friendlyintegrate online/offline
How do you help these people?
What was the source of the donation ask?
Looking at past trends...
http://weblogs.hitwise.com/robin-goad/2007/09/facebook_and_charities.html
Looking at current trends...
http://icanhaz.com/emailstats
Is email use increasing or decreasing?
Do the tools used vary depending on age?
60%Percentage of Facebook visits from Facebook
home page
2%Percentage of Facebook visits
from Facebook inbox
Facebook – where the new breed lives
316
million
users
www.facebook.com/press/info.php?statistics
50% of active
users log on in
any given day
23 M
users in
UK
Facebook – some facts
Who is using Facebook Connect?
http://developers.facebook.com/connect.php
http://icanhaz.com/fbconnect
Facebook Connect & JustGiving
http://icanhaz.com/connectJG
Facebook Connect & Amnesty
www.protectthehuman.com
www.alexa.com/topsites/countries/GB
13th most
popular
site in
UK
http://icanhaz.com/twitwise
Twitter – fastest growing website in UK
http://twitter.com/serafinowicz/status/1321093848
Community fundraising through Twitter
14% of referrals on 13th March to
JustGiving were from Twitter
Community fundraising through Twitter
1,106 donations
£4.86 average
Current total:
£5,396.07
Fundraising through Twitter – micro donations
Fundraising through Twitter – celebs
http://twitter.com/stephenfry/status/2614040531
Fundraising through Twitter – celebs
81
countries
Fundraising through Twitter – celebs
http://icanhaz.com/frytweet
Donations were made by 39 people at www.justgiving.com/melcupper
From the tweet, £470 was donated at an average of £12
Different segments require different channels, as well as different messages
Ignore your older online donors at your peril
Newsfeeds are the single most valuable real estate on Facebook for charities
Test online donation prompts by age and gender (as well as RFV)
Email is still the king of comms for many people online
The new breed of social media fundraisers is growing in importance
So what does this all mean?
www.365challenge.co.uk & @365er
The 365 Challenge
“In 2007, I was diagnosed with a
soft tissue sarcoma and underwent
surgery, followed by radiotherapy.
Then in 2008, my sister, Brenda
Carr, died after a long battle with
breast cancer. Following on from
this, I knew that I wanted to raise
money to support Cancer
Research UK, because I felt that
they were supporting important
work in the fight to overcome
cancer.”
This is Colin’s story
Colin
Wanted to use email
and internet to spread message
Heard about
Facebook,
explored it
Looked for people on Facebook talking about
Cancer, joined their groups and
started conversation
Set up own
Facebook group
Engage with
interested target
audience
Colin’s strategy
“With a group, I found that I could engage with a target audience who had expressed an interest in what I was doing – what any advertiser dreams of, really!”
Colin’s strategy
The ripple effect…
What would’ve helped Colin
guidance on how following someone can give you access to their followers too
changing your Facebook status regularly and using these status updates
and tweets to draw people in, teasing them into reading more …
an explanation of what Twitter is all about
tips on keeping your message out there – how regular blog updates can be
tweeted about so others get to know that you’ve written something new,
more guidance on how FB can be exploited
“As I posted Tweets about hitting
milestones or new blogs, these
connections were Re-Tweeting
them, and my message spread
further and further.”
“These enthusiastic
strangers... I now count
as supporters and
friends”
The new breed
Jonathan Waddingham
@jon_bedford
http://charities.justgiving.com
slideshare.net/jwaddingham
http://icanhaz.com/PFJW
You can find me here…
