Joanne Warner – Cancer Research UK

Jamie Parkins – JustGiving

How to optimise online fundraising

1. Race For Life in numbers

2. Challenges facing Race For Life in 2011

3. How these challenges were met with online solutions

4. Lessons Learnt

5. Review & Close

What we aim to cover

Stand up please

http://www.flickr.com/photos/wheatfields/1613703355/

Race For Life video

Challenge: How to make the process so easy more people would decide to raise money online

Solution: Make the page creation an integral part of the registration by adopting the JustGiving APIs

Optimizing #1 – Page Creation Process

Map & Test the UX

Sketch, rip up and sketch again!

Ensure the message & calls to action work

http://www.flickr.com/photos/lars_in_japan/4979723158/

http://www.flickr.com/photos/nachtnebel/4391851392/

Get Developers talking

http://www.flickr.com/photos/halasi_zsolt/5149140091/

Give yourself time

• 37% of entrants are creating pages an increase of 42% on last year

• 18% more people are actively fundraising online

• Average donation is 3% higher than in previous years

• Average donations per used page is 7% less than 2010

• Nominated for Technology4Good award for Fundraising Innovation

Optimizing #1 – Page Creation Process

1. Map, test and settle on the user journey early!

2. Get development teams to test the APIs from ever angle

3. Give yourself time

4. Ensure the tone, the messaging and the calls to action are consistent between platforms

Optimizing #1 – Page Creation Process

Challenge: How to enable people taking part in the event to explore new donation opportunities

Solution: JustTextGiving

Optimizing #2 – Text Donating

“You can now also get text donations to your page. Log in to your account and go to your page to

create a unique six-digit code, then share it with your friends and family so they can sponsor you via text message. It's a great way to encourage people who haven't got round to sponsoring you, especially

after your event”. 

Slacktivism works!

Comic Relief 2011 raised £15.17m by text

donations – the highest raised through text

donations ever!

The American Red Cross raised $8m in 48 hours

following the earthquake in Haiti

The total donated by text to the DEC through appeals is

around 18%

The number of smartphone transactions on JustGiving has

doubled since introducing mobile views

The number of smartphone transactions on JustGiving has

doubled since introducing mobile views

JustTextGiving in the wild…

Signs and Symptoms

In the first three weeks we had more than 97,000 downloads.

The apps help you• to find out all about the key possible signs and symptoms of cancer,• and encourages you to get checked out should you ever notice any of these

Our latest update looked at ways we can increase fundraising opportunities through our apps, in order to maximise income for the charity.

Phones Out!

http://www.flickr.com/photos/williamhook/4742869256/

Help Betty hit her target!

TextGRAN88 £2

to 70070

Challenge: How to bring Race for Life experience onto mobile

Solution: Optimise donation flow for mobile donors viewing any page on raceforlifesponsorme.org

Optimizing #3 – Mobile Views

Jan-11 Feb-11 Mar-11 Apr-110

2

4

6

8

10

12

14

16

8.2%

12.2%

13.5%

14.9%

Other

iPad

Android

iPhone

% of JustGiving visits by mobile device

Approx 25k visits

per month

Approx 25k visits

per month

Growth rate of 80% in 2011

Growth rate of 80% in 2011

Mobile accounts for 15% of all page views

Mobile accounts for 15% of all page views

Mobile donations

doubled since Dec 2010

Mobile donations

doubled since Dec 2010

Mobile sites

Donation Process

Challenge: How to engage fundraisers

Solution: Utilise Mobile apps to engage, delight and inspire

Optimizing #4 – Mobile Apps

British Forces Foundation

Challenge: How to enable social sharing

Solutions:

1. Twitter Integration into Race For Life

2. Facebook integration into Race For Life

3. Email Campaigns

Optimizing #5 – Sharing

Fundraiser of the week

Fundraiser of the week

Donate to specific charity

campaign

Donate to specific charity

campaign

Celebrity campaignsCelebrity

campaigns

Let Your Fundraisers Tweet!

In one given week Race For Life entrants create approx

4,500 tweets to their pages

To a collective audience of 2.3m followers

From 2,750 unique accounts

Optimizing #5 – Email Campaigns

Lessons Learnt

http://www.flickr.com/photos/quinnanya/5038191598/

1. Get developers and UX designers around a table early!

2. Think of the end user – keep it simple

3. Enable fundraisers and donors to participate via multiple channels in multiple ways

4. Accept and be prepared for regular change

5. Two brands can work together (online and offline)

Lessons Learnt

Recap

http://www.flickr.com/photos/riggzy/3363502084/

Recap – Utilize New Technologies

APIs

Mobile Views

Social Tools

SMS Donations

Mobile Apps

1. APIs offer charities greater control of the user experience.

2. Optimizing sign up and page creation flows can drive increased fundraiser activity.

3. SMS donations will empower charities, fundraisers & donors. Harness the power of the crowd!

4. People are participating on their mobiles – are you available to them?

5. Apps can be expensive – utilize what’s out there.

6. Be part of the online conversation and help to inspire fundraiser or donor participation.

Lets check our fundraiser page!

100%?

Thank you

Joanne Warner@JoanneWarner

Jamie Parkins

@JustGivingJamie