The document discusses how small charities can use social media for community building and fundraising. It covers what social media is, trends in social media use, how to develop an online community through social networks, examples of the power of social media to spread stories and raise funds quickly, how to start using social media for a charity, and tips for how social media can be used to directly fundraise through apps and sharing donation pages.

1. IoF conference:
Fundraising in a small charity
Community building & raising money through
social media
Michelle Fortune
Charity Support Specialist
charities@justgiving.com

2. 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?

3. 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.

4. What is social media?

5. People are the network!
 We live in a networked society
 We‟re all linked
 Linked to different networks
 Across different networks

6. 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.

7. Social media trends
 68% of the UK population is on Facebook
 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?

8. 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

9. Social media trends - a few statistics
 LinkedIn has the oldest user  The average Facebook
base, with the average user user is 40.5 years old
being 44.2 years old.
 Twitter‟s user base is
getting younger, while
 The average Facebook‟s is getting
Twitter user is It‘s not just for kids... older.
37.3 years old.
and it’s more popular with women
It’s quite a community!
 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/

10. 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?........

11. Your potential Facebook community!
The Social media community
Community building through sharing &
retweets
So, how do you reach them?
Let‟s start at the beginning.....

12. 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

13. 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

14. 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...

15. The power of social media
An example of online community fundraising at it‟s best – with a celeb thrown in
for good measure...

16. The power of social media
Percentage of referrals to
JustGiving from Twitter on 14
march 2009

17. The power of social media
1,106 donations
£4.86 average donation
Total – over £5,500

18. How can it be used to fundraise?
Donation from September 2011 – April 2012
£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
£1,000,000

19. How can it be used to fundraise?
In 2011 These donors gave
Facebook drove £22 million (with just
over a million under £1million
donors to raised alone from
JustGiving mobile Facebook)
People were driven to Justgiving via links, shares, likes, charity pages &
status updates – things you can do via your own Facebook page
Future gazing: By 2015 we estimate 50% of donations
onJustGiving will come from Facebook

20. 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

21. How can it be used to fundraise?
Help your fundraisers raise
more through social media
by sending them some of
JustGiving’s tips

22. 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.

23. After every action on JustGiving, we encourage you to share
The Social media community
You can share all kinds of actions to Facebook, Twitter, LinkedIn & even by email
1 share can be worth up to.......
Community building through sharing &
retweets

24. 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!