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How DogsTrust used JustGiving & Twibbon to raise money, and more social media fundraising advice from the Institute of Fundraising's Technology groups' annual conference.
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Fundraising through Social Media at Dogs Trust
Alex GoldsteinDigital Marketing OfficerDogsTrust
Jonathan WaddinghamDigital StrategistJustGiving
Good Morning!
• Work with charities to make best use of the web
• Research online giving trends to provide insight
• Manage JustGiving‟s social media strategies
www.slideshare.net/jwaddingham
• Responsible for DogsTrust social media presence
• Looks after dogstrust.co.uk, doggysnaps.com
• Digital Marketing, email marketing and more..
What we’ll talk about
Latest social media stats
DogsTrust & Twibbon
DogsTrust & other social media fundraising – Facebook and Waggy Walks
Social media & JustGiving
Thoughts for the future
Online is social
Online social networks
Global web users spent an average of approximately 5.5
hours on social networks in February 2010. This is an
increase of more than two hours versus the same period in
2009.
Nielsen, February 2010
Twitter is still growing
105 million
users
>400
million
users
Average user
spends 55
mins per day
on Facebook
>50% users
log in every
day
http://www.facebook.com/press/info.php?statistics
Facebook is still growing too
Social network users are older than you think...
37
(Source: pingdom.com)
JustGiving traffic and Social Media
Direct Facebook Twitter
BETA Facebook app
135k
514k
JustGiving guide to social media fundraising
http://bit.ly/SMguide
Facebook Connect
http://developers.facebook.com/connect.php
www.protectthehuman.com
http://icanhaz.com/connectJG
Facebook Connect and JustGiving
Where people come from on Facebook to
JustGiving
Percentage of Facebook visits to JustGiving
from Facebook newsfeed
66%Percentage of Facebook visits to
JustGiving from Facebook inbox
1%
Facebook “liking”
http://developers.facebook.com/plugins
Twibbon, DogsTrust & JustGiving
http://twitter.com/twibbon/status/8851013291
http://twitter.com/dogstrust/status/8850734779
Twibbon supporters
www.justgiving.com/Valentines-Twibbon
The results
http://twibbon.com/join/Dogs-Trust-Valentine-Appeal
The results
10%
60p
£6
Conversion rate
Each Twibbon‟s
value
Avg donation
Why did this work?
Clear call to action
Low effort
Great existing community
Timely – Valentine‟s day
Find out more at http://bit.ly/JGTwibbon
Dogs Trust on Facebook: Before
Best case scenario target (£2 per supporter)
A community of 63,000+ supporters
A PayPal donation button
Dogs Trust and supporter comments visible
Dogs Trust on Facebook: During
“Shopping list” of what can be done with
different amounts of money
Short timeline: 24 hours
Updates on totals and average donations
Trailers – “update coming at 4pm”
Dogs Trust on Facebook: After
No easy way of claiming Gift Aid or
collecting supporter data using PayPal
January was the right time to do it:
a dog is for life, not just for Christmas
Demands to remind people monthly:
“more personal than direct debit”
Could try a different approach every
month (Twibbon followed in February)
£1,500 raised by 370 people:
avg donation £4
Followed up with congratulations „certificate‟
Why did this work?
Simple call to action
Low effort
Great existing community – 63,000
Timely – people still thinking a dog is for life, not just for Christmas...
Waggy Walks: digital media then social media
5,000 of which completed walks
Two individual mailings, two general mailings
Each mailing had 300,000 recipients
30,000 registrants
Four mailings over August, September and
October 2009
£50,000 raised (but not everyone raised money)
Social media more active during / after event than before: twitpic, hashtags, Flickr
Sponsor dog for non-attendees - £5,000 raised, competition run, mostly email-driven
Waggy Walks: October 2010
Pre-emptively set up photo album, hashtag etc
Email still has a great deal of value for events
Registration fees keep fundraisers focussed
More info to come for 2010!
Promoting social pages
Average of 800 new Facebook „likes‟ per week
Sent to every registrant of www.dogstrust.org.uk
Immediate spike of 1,000 „fans‟ when first started
Around 2,000 sent every week
Followed on from DoggySnaps emails
Cross-promotion
Things to think about
Quirky and different helps – and fun too
Simple beats complicated every time
Allow as much sharing as possible
Pre-existing communities are good – use them
Timeliness – is it relevant?
Test your assumptions, and fail fast
Use your supporters‟ networks
Don‟t forget email!
Jonathan Waddingham
@jon_bedford
http://blog.justgiving.com
slideshare.net/jwaddingham
http://bit.ly/JWblog
Search LinkedIn
Carry on the conversation
Alex Goldstein
@mokuska
@dogstrust
http://dogstrustblog.blogspot.com
http://www.dogstrust.org.uk
Search LinkedIn
The future of social media fundraising?
Seamless donations on mobile apps
Seamless donations on social networks
Rich charity sites that are totally integrated with social networks
Hyper-local fundraising powered by location based social networks and mobile apps
