justgiving research @ iof insights annual conference 2009

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This presentation was given at the Institute of Fundraising's Insight in Fundraising Annual Conference, on Thursday 5th November 2009.

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IoF Insight in Fundraising Annual Conference 2009

JustGiving insight – latest research into online giving habits and demographics

Hello!

Jonathan Waddingham• Charity Champion at JustGiving

• Work with charities to make best use of the web

• Research online giving trends to provide insight

FLM 2009 report - http://icanhaz.com/flmreport2

Donor attitudes to credit crunch - http://icanhaz.com/crunchJG

What charities really think of online fundraising - http://icanhaz.com/JGPF

Donor demographics on JustGiving

Research details

People were prompted to take a survey after making a donation to an online fundraising page

Donation could have been made to any size charity in any category

Survey carried out from early August to end September 2009

2,820 people took the survey

Is this your first online donation?

Which gender is giving more?

What’s the spread of ages by gender?

How much do people donate online?

Donation share vs revenue share

25%Percentage (in revenue) that comes from

donors over 45 who donate more than £50

Percentage (in revenue) that comes from donors over 5533%

Percentage (in revenue) that comes from

donors over 6511%

Key stats

Donation spread by age and gender

Donation spread by age and gender

accessible

targetedadvertise

user-friendlyintegrate online/offline

email

How do you help these people?

What was the source of the donation ask?

Looking at past trends...

http://weblogs.hitwise.com/robin-goad/2007/09/facebook_and_charities.html

Looking at current trends...

http://icanhaz.com/emailstats

Is email use increasing or decreasing?

Do the tools used vary depending on age?

60%Percentage of Facebook visits from Facebook

home page

2%Percentage of Facebook visits

from Facebook inbox

Facebook – where the new breed lives

316

million

users

www.facebook.com/press/info.php?statistics

50% of active

users log on in

any given day

23 M

users in

UK

Facebook – some facts

Who is using Facebook Connect?

http://developers.facebook.com/connect.php

http://icanhaz.com/fbconnect

Facebook Connect & JustGiving

http://icanhaz.com/connectJG

Facebook Connect & Amnesty

www.protectthehuman.com

www.alexa.com/topsites/countries/GB

13th most

popular

site in

UK

http://icanhaz.com/twitwise

Twitter – fastest growing website in UK

http://twitter.com/serafinowicz/status/1321093848

Community fundraising through Twitter

14% of referrals on 13th March to

JustGiving were from Twitter

Community fundraising through Twitter

1,106 donations

£4.86 average

Current total:

£5,396.07

Fundraising through Twitter – micro donations

Fundraising through Twitter – celebs

http://twitter.com/stephenfry/status/2614040531

Fundraising through Twitter – celebs

81

countries

Fundraising through Twitter – celebs

http://icanhaz.com/frytweet

Donations were made by 39 people at www.justgiving.com/melcupper

From the tweet, £470 was donated at an average of £12

Different segments require different channels, as well as different messages

Ignore your older online donors at your peril

Newsfeeds are the single most valuable real estate on Facebook for charities

Test online donation prompts by age and gender (as well as RFV)

Email is still the king of comms for many people online

The new breed of social media fundraisers is growing in importance

So what does this all mean?

www.365challenge.co.uk & @365er

The 365 Challenge

“In 2007, I was diagnosed with a

soft tissue sarcoma and underwent

surgery, followed by radiotherapy.

Then in 2008, my sister, Brenda

Carr, died after a long battle with

breast cancer. Following on from

this, I knew that I wanted to raise

money to support Cancer

Research UK, because I felt that

they were supporting important

work in the fight to overcome

cancer.”

This is Colin’s story

Colin

Wanted to use email

and internet to spread message

Heard about

Facebook,

explored it

Looked for people on Facebook talking about

Cancer, joined their groups and

started conversation

Set up own

Facebook group

Engage with

interested target

audience

Colin’s strategy

“With a group, I found that I could engage with a target audience who had expressed an interest in what I was doing – what any advertiser dreams of, really!”

Colin’s strategy

The ripple effect…

What would’ve helped Colin

guidance on how following someone can give you access to their followers too

changing your Facebook status regularly and using these status updates

and tweets to draw people in, teasing them into reading more …

an explanation of what Twitter is all about

tips on keeping your message out there – how regular blog updates can be

tweeted about so others get to know that you’ve written something new,

more guidance on how FB can be exploited

“As I posted Tweets about hitting

milestones or new blogs, these

connections were Re-Tweeting

them, and my message spread

further and further.”

“These enthusiastic

strangers... I now count

as supporters and

friends”

The new breed

Jonathan Waddingham

jonathan@justgiving.com

@jon_bedford

http://charities.justgiving.com

slideshare.net/jwaddingham

http://icanhaz.com/PFJW

You can find me here…

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