This document discusses how social media, especially Facebook, can help drive donations and fundraising. In 2011-2012, Facebook drove over a million donors and £22 million in donations to JustGiving. By 2015, 50% of JustGiving donations are estimated to come from Facebook. Social sharing of fundraising pages and donation prompts increases donations amounts. JustGiving aims to integrate more with social media timelines and mobile to make giving more social and part of everyday life. Partnerships with businesses are discussed to reward customer loyalty points and purchases with donations.

1. Using social (good) to
add value
Jonathan Waddingham Jack Sheldon
Social & labs product manager Partnerships manager
@jon_bedford @jackwasheldon
October 10th 2012

2. “What‟s the ROI?”
£1-£18

3. We like Facebook
In 2011, Facebook drove over a million donors to JustGiving
They gave £22 million on JustGiving, with just under £1 million raised
alone from mobile Facebook
In May 2012, 32% of donations came from Facebook, a 130% year on
year growth
Over £200,000 raised in 2012 through Facebook canvas application
By 2015 we estimate 50% of donations on JustGiving will come from
Facebook

4. (We like other social networks too)
http://blog.justgiving.com/community/social-giving-takes-off/

5. „Social sponsorship‟

6. Donations from Sep 2011 to April 2012
£925,817.73 total
£21.50 average donation
£4.50 value per share
£55,482.48 total
£25.18 average
£1.80 value per share
£21,912.82 total
£33.87 average
£3.30 value per share
> £1,000,000

7. How we ask for shares

8. Context changes impact
Share of a direct donation: £1
Share of a sponsor donation: £5
Share of a text update by a fundraiser: £12
Share of a video by a fundraiser: £18

9. Sonny‟s law – after every action, share
Registered for an event?
Made a donation?
Signed a petition?
Signed up for newsletter?
Watched a video?
Encourage people to tell their friends
And get them to say WHY their friends will be interested

10. Think about *what* gets shared as well
as encouraging shares
What content is pre-filled in a tweet button?
Do you ensure people are prompted to follow you after tweeting?
What content is pre-filled on a Facebook share? A like?
What do you offer the user? Awesome awesomeness?

11. The future present: doing *is* sharing

12. Timeline integration - remembering

13. Timeline – donating, thanking

14. Aggregations bring interest & traffic

15. The social mobile is the next challenge

16. Growth of mobile visits to JustGiving
% mobile visits to JustGiving
35% 32%
30%
25%
20%
15%
15%
10%
6%
5%
0%
April 2010 April 2011 April 2012

17. Growth of mobile Facebook
% Facebook mobile traffic
12% 11%
10%
8%
6%
4%
4%
2%
0.18%
0%
April 2010 April 2011 April 2012

18. Social sharing ∝ Social good
Why are our users so keen to share?
It is as much to do with *what* they’re sharing, as it is *how* we’ve
made it easy.
Donating is something you can The cause / fundraiser is the
feel proud about story, not JustGiving

19. We want to make giving a part of
everyday life
1. Charity loyalty points
All those unused loyalty points I’ve got on my credit card or with the supermarket I
use, could go to a charity of my choice
2. Change for charity
Every time I buy a CD for £9.95, I’d be happy to round it up by 5p if it helped my favourite
charity
3. Give and acquire
If I could pledge some of the cost of a new purchase to the cause I care about, that might
be the deciding factor between two brands – whether I’m buying a new camera or
switching energy provider.
www.justgiving.com/en/partnerships/everyday-giving

20. Some of the businesses and developers
already building on our APIs
Ovo Energy – Switch, Save and Donate Vodafone employee fundraising hub Developer – fundraising chrome extension
Bluedotworld.com – points for good actions
www.justgiving.com/developer

21. But what do you (the brand) get out of
it?
1. Differentiate your product/service in a competitive market
2. Charities are a great source of new customers
3. Build your brand in the best way possible
4. Make your customers feel proud and they’ll tell your story for
you...
www.justgiving.com/en/partnerships/everyday-giving

22. Jack Sheldon
Partnerships Manager
@jackwasheldon
jack.sheldon@justgiving.com
Jonathan Waddingham
Product Manager
@jon_bedford
slideshare.net/jwaddingham