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What is fundraising? What makes a good ask? How do you ask? How do you tell a good story? How will it work on mobile, on social? How would you ask for money on email? All questions asked (and not necessarily answered) in this deck, given to the next generation of campaigners at campaign bootcamp in October 2014.
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An introduction to (digital) Fundraising
Jonathan WaddinghamSocial & Labs Product Manager @JustGiving@jon_bedford
Campaign Bootcamp, October 2014
Give us yer fecking money
www.flickr.com/photos/flamesworddragon
What we’ll cover today
What is fundraising?
Digital fundraising and digital trends
Storytelling
The role of Social
A bunch of fun exercises...
What is fundraising?
http://www.flickr.com/photos/howardlake/2968799101
Is it this?
http://www.flickr.com/photos/howardlake/4995038929
http://www.flickr.com/photos/howardlake/12613212134/
Fundraising is about *storytelling*
Fundraising is not about asking for money
What the Wolf of Wolf St has to teach us...
“The real answer is, before I’m even going to sell a pen to anybody, I need to know about the person, I want to know what their needs are, what kind of pens do they use, do they use a pen? How often do they use a pen?
www.flickr.com/photos/orangeacid/204163683
If you don’t ask, you don’t get(first rule of fundraising)
Fundraising is not about asking for money
Fundraising is not about asking for money at the right time
Digital fundraising is about digital storytelling
The digital world moves *fast*
Growth in smartphone usage
www.thinkwithgoogle.com/mobileplanet
Australia South Africa UAE UK USA
37%
15%
0%
30% 31%
52%
32%
61%
51%
44%
65%
40%
74%
62%
56%
2011 2012 2013
The Growth of mobile on JustGiving
This is how your audience sees your content
www.flickr.com/photos/garryknight/4888370567
Anyway, back to storytelling
How do you find great stories?
Fundraising dos and don’ts
Focus on individual not the many
Say where the money is going
Focus on outcomes and impact (not how much is
spent on admin)
Talk about YOU not WE
Find the best stories in your organisation
Find the best stories outside your organisation
Add a sense of urgency
Appeal to the emotional and rational
What’s your story?
Can you write a long ask?
Back to the theory...
This summer’s latest trend
facebook.com/cancerresearchuk
Bbbrrr
@benrmatthews
#meme-raising
Mobile first
(charity second)
SMS donations
Participative
Shareable
Does social media impact fundraising?
Growth of mobile Facebook on JustGiving
Images work well (on Facebook especially)
www.facebook.com/mndassociation
Stories on social
Describe your campaign in a Facebook post
Title: needs to be eye
catching and include a
strong call to action
Description: needs to add
context, emotion and
urgency
URL: adds trust
Use good images
Include a call to action
Mention your account or relevant hashtag
Use Twitter cards to pull more information into
More calls to action and context
Add tracking codes to your URLs
Tweets are 140 character stories
Can you write an ask on social?
www.pinterest.com/markphillips/old-charity-ads
How that might look now?
In 2014?
In summary
Fundraising dos and don’ts
Focus on individual not the many
Say where the money is going
Focus on outcomes and impact (not how much is
spent on admin)
Talk about YOU not WE
Find the best stories in your organisation
Find the best stories outside your organisation
Add a sense of urgency
Appeal to the emotional and rational
Thanks!
Jonathan Waddingham@jon_bedfordslideshare.net/jwaddingham
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