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Fundraising events
and social media,
how to #win
Jonathan Waddingham @jon_bedford
Product Manager @justgiving
May 2012
Numbers to ponder...




               £5-£14
About JustGiving

 Over 13m
  users




                            over

            Over         £1billion
       8,000 charities      raised
How to #win

Have an account

Ask for shares

Sonny’s Law

Have people in mind

Take supporter care social

Analyse

Go mobile
Have an account (Participation)




http://lumenbigott.com/social-media-shoes/
These online resources will help

NFPTweetup:
http://www.nfptweetup.org/

Know how non-profit
http://www.knowhownonprofit.org/how-to/how-to-manage-social-
media

Lasa ICT Knowledgebase:
http://www.ictknowledgebase.org.uk/onlinetools
How we encourage sharing
‘Social sponsorship’
Donations from Sep 2011 to April 2012

            £925,817.73   total
            £21.50        average donation
            £4.50         value per share


             £55,482.48    total
             £25.18        average
             £1.80         value per share

             £21,912.82    total
             £33.87        average
             £3.30         value per share




                          £1,000,000
Updates from fundraisers are even
more powerful
The impact of a share here is massive




                               £14



One month after launching our ‘updates’ feature, we found each
Facebook share of an update from a fundraiser is worth £14.
Think about Timeline
Think about Timeline
Greater context, more reach
Aggregations showcase charities too




              https://developers.facebook.com/docs/opengraph/
Sonny’s law – after every action, share

Registered for an event?
Made a donation?
Signed a petition?
Signed up for newsletter?
Watched a video?


Encourage people to tell their friends


And get them to say WHY the friends will be interested
Think about *what* gets shared

What content is pre-filled in a tweet button?

Do you ensure people are prompted to follow you after tweeting?

What content is pre-filled on a Facebook share? A like?

What do you offer the user? Awesome awesomeness?
Make your shares interesting :/
Encourage event participants to get
friends to sign up/give
A short technical interlude...
Use Twitter buttons




                      http://twitter.com/about/resources/buttons
Use Facebook plugins




          http://developers.facebook.com/docs/reference/plugins/like/
          http://developers.facebook.com/docs/reference/dialogs/feed/
Facebook insights are brilliant
Ensure you track effectively




      http://www.google.com/support/analytics/bin/answer.py?answer=55578
Google analytics social tracking




                           http://bit.ly/GA_social
Measure impact on Twitter
                           www.tweetreach.com




              http://www.ictknowledgebase.org.uk/onlinetools
Science bit over
Never forget that it’s all about people
    People are fundraising for you

    Their friends are giving to them and supporting them

    Your staff are there on the day

    You need stories to encourage people to come back next year




http://www.flickr.com/photos/spiralforms/7149181991
UNICEF’s VLM storify




        http://storify.com/unicef_uk/team-unicef-s-london-marathon-story
UNICEF’s VLM storify
Macmillan events Twitter feed
Pre-event
During event
To finish!
Macmillan running Facebook page




            http://www.facebook.com/macmillanrunningevents
One last thing – mobile. Are you Lidl or
M&S?
Mobile optimisation is really important
You can cheat by using social media
Growth of mobile
           % mobile visits to JustGiving
 35%
                                           32%
 30%

 25%

 20%
                          15%
 15%

 10%
           6%
  5%

  0%
       April 2010      April 2011      April 2012
How to #win

H   Have an account

A   Ask for shares

S   Sonny’s Law

H   Have people in mind

T   Take supporter care social

A   Analyse

G   Go mobile
Thank you


       Jonathan Waddingham
       Product Manager @justgiving
       @jon_bedford
       Slideshare.net/jwaddingham

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Fundraising events and social media, how to #win

Notes de l'éditeur

  1. April 2012 – 15% of donations from mobile