community building and social media

IoF conference:

Fundraising in a small charity

Community building & raising money through

social media

Michelle Fortune

Charity Support Specialist

charities@justgiving.com

What we’re going to cover today

1. What is social media?

2. Social media trends

3. The power of social media – what can it do?

4. The online community aka „the social network‟

5. Starting out with social media

6. How can it be used to fundraise?

What is social media?

Social media refers to the means of

interactions among people in which they

create, share, and exchange information

and ideas in virtual communities and

networks

Social media - websites and

applications that enable

users to create and share

content or to participate in

social networking.

....sharing of information through social

networking sites such as Twitter and Facebook.

What is social media?

People are the network!

We live in a networked society

We‟re all linked

Linked to different networks

Across different networks

Wouldn't it be great of you could...

Send a message directly to every one of your supporters

Share videos of what you‟re doing with the money you raise

Build a community for free

Share images of the fundraising events you organise

Get your message sent around the world in an instant

Enable people to read your latest news when they want, how they want

Show your supporters exactly where you do your work.

Social media trends

50% of those return to the site daily

This is where people are!

And they‟re talking...and sharing.

.......can you really afford not to be here too?

68% of the UK population is on Facebook

What does it have to do with JustGiving?

JustGiving referral traffic

After every action on JustGiving, we encourage people to share,

like and promote via social networks

Social media trends - a few statistics

It‘s not just for kids...

and it’s more popular with women

It’s quite a community!

LinkedIn has the oldest user

base, with the average user

being 44.2 years old.

The average Facebook

user is 40.5 years old

The average

Twitter user is

37.3 years old.

Twitter‟s user base is

getting younger, while

Facebook‟s is getting

older.

Facebook and Twitter have the same gender distribution:

40% male, 60% female

http://royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/

The online community aka ‘the social network’

“An online community is a social

network of individuals who interact

through specific social media,

potentially crossing geographical

and political boundaries in order to

pursue mutual interests or goals”

- Wikipedia

Could this be your charity’s online Facebook community?........

The Social media community

Community building through sharing &

retweets

Your potential Facebook community!

So, how do you reach them?

Let‟s start at the beginning.....

Starting out with social media

Develop simple but effective profiles on the most popular social networking

sites. Add some clear images and information on your charity

Start promoting these to get people to „like‟ or „follow‟ you

Starting out with social media

Keep people updated

Be interesting & concise – don‟t

overload people with too much

information.

Tell a great story and share news –

people will pass it on

Champion your supporters & offer them

fundraising tips online

Share other people's stories too –

they‟ll share or retweet the story

This will help you to attract more

followers and building your own online

community

Starting out with social media

Make the most of the features available to you – a few Facebook tips:

Make the most of the timeline feature – add your charity‟s milestones. It all

forms a great story and tells people about the history of your charity

Use the tabs wisely

Use the apps that Facebook has to

offer – like this great email app

People will share your story if you ask. So, ask! A few Twitter examples...

The power of social media

An example of online community fundraising at it‟s best – with a celeb thrown in

for good measure...

The power of social media

Percentage of referrals to

JustGiving from Twitter on 14

march 2009

The power of social media

1,106 donations

£4.86 average donation

Total – over £5,500

How can it be used to fundraise?

£925,817 total

£21.50 average donation

£4.50 value per share

£55,482.48 total

£25.18 average

£1.80 value per share

£21,912 total

£33.87 average

£3.30 value per share

Donation from September 2011 – April 2012

£1,000,000

How can it be used to fundraise?

People were driven to Justgiving via links, shares, likes, charity pages &

status updates – things you can do via your own Facebook page

In 2011

Facebook drove

over a million

donors to

JustGiving

These donors gave

£22 million (with just

under £1million

raised alone from

mobile Facebook)

Future gazing: By 2015 we estimate 50% of donations

onJustGiving will come from Facebook

How can it be used to fundraise?

Your supporters can now donate to your charity without

leaving Facebook at all by adding a donation tab app

How can it be used to fundraise?

Help your fundraisers raise

more through social media

by sending them some of

JustGiving’s tips

How can it be used to fundraise?

JustGiving has made it easier for donors and fundraisers to share information

on Facebook too. This opens up fundraiser‟s pages to a wider pool of people.

The Social media community

Community building through sharing &

retweets

After every action on JustGiving, we encourage you to share

You can share all kinds of actions to Facebook, Twitter, LinkedIn & even by email

1 share can be worth up to.......

Summary – What we’ve covered

1. What is social media? sharing of information through social networking sites

2. Social media trends 68% of the Uk population is on Facebook

4. The online community aka ‘the social network’ Who makes up yours?

Potentially everyone!

5. The power of social media – what can it do? Spread a story like wildfire

apparently

5. Starting out with social media Set up your profiles, promote & update with

amazing info!

6. How can it be used to fundraise? Donations apps & sharing like there’s no

tomorrow!