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An introduction to (digital) 
Fundraising 
Jonathan Waddingham 
Social & Labs Product Manager @JustGiving 
@jon_bedford 
Campaign Bootcamp, October 2014
Give us yer fecking money 
www.flickr.com/photos/flamesworddragon
What we’ll cover today 
What is fundraising? 
Digital fundraising and digital trends 
Storytelling 
The role of Social 
A bunch of fun exercises...
What is fundraising? 
http://www.flickr.com/photos/howardlake/2968799101
http://www.flickr.com/photos/wwward0/7369844802
Is it this? 
http://www.flickr.com/photos/howardlake/4995038929
http://www.flickr.com/photos/nickwebb/8669415884
http://www.flickr.com/photos/howardlake/12613212134/
Fundraising is 
about 
*storytelling*
Fundraising is 
not about 
asking for 
money
What the Wolf of Wolf St has to teach us...
“The real answer is, before I’m even going to sell a pen to anybody, I need to know 
about the person, I want to know what their needs are, what kind of pens do they 
use, do they use a pen? How often do they use a pen? 
www.flickr.com/photos/orangeacid/204163683
Ask me for some money 
Image: TaxRebate.org.uk
If you don’t 
ask, you don’t 
get 
(first rule of fundraising)
Fundraising is 
not about 
asking for 
money
Fundraising is 
not about 
asking for 
money at the right time
Digital fundraising 
is about digital 
storytelling
The digital world moves *fast*
Growth in smartphone usage 
37% 
15% 
www.thinkwithgoogle.com/mobileplanet 
0% 
2011 2012 2013 
30% 31% 
52% 
32% 
61% 
51% 
44% 
65% 
40% 
74% 
62% 
56% 
Australia South Africa UAE UK USA
The Growth of mobile on JustGiving
This is how your audience sees your content 
www.flickr.com/photos/garryknight/4888370567
Anyway, back 
to storytelling
Wateraid’s Big Dig 
http://youtu.be/jAYhTmptQzk
Wateraid’s Big Dig 
http://www.thebigdig.org/
An introduction to (digital) fundraising - campaign bootcamp
Do emotive videos work best? 
http://www.africafornorway.no/
How do you 
find great 
stories?
Advice from @ifundraiser 
http://sofii.org
Fundraising dos and don’ts 
Focus on individual not the many 
Say where the money is going 
Focus on outcomes and impact (not how much is spent on 
admin) 
Talk about YOU not WE 
Find the best stories in your organisation 
Find the best stories outside your organisation 
Add a sense of urgency 
Appeal to the emotional and rational
What’s your 
story?
An introduction to (digital) fundraising - campaign bootcamp
Can you write 
a long ask?
An introduction to (digital) fundraising - campaign bootcamp
An introduction to (digital) fundraising - campaign bootcamp
Back to the 
theory...
This summer’s latest trend 
facebook.com/cancerresearchuk
Bbbrrr 
@benrmatthews
#meme-raising 
Mobile first 
(charity second) 
SMS donations 
Participative 
Shareable
Does social 
media impact 
fundraising?
An introduction to (digital) fundraising - campaign bootcamp
An introduction to (digital) fundraising - campaign bootcamp
Growth of mobile Facebook on JustGiving
An introduction to (digital) fundraising - campaign bootcamp
Images work well (on Facebook especially) 
www.facebook.com/mndassociation
Videos are great for social too 
https://vine.co/v/b5tnVIVjt2M
Stories on 
social
Describe your campaign in a Facebook post 
Title: needs to be eye 
catching and include a 
strong call to action 
Description: needs to add 
context, emotion and 
urgency 
URL: adds trust 
Use good images
Include a call to action 
Mention your account or relevant hashtag 
Add tracking codes to your URLs 
Use Twitter cards to pull more information 
into Twitter 
More calls to action and context 
Tweets are 140 character stories
Can you write 
an ask on 
social?
www.pinterest.com/mark 
phillips/old-charity-ads
How that might look now?
http://www.pinterest.com/pin/125186064615323468/
In 2014?
In summary
Fundraising dos and don’ts 
Focus on individual not the many 
Say where the money is going 
Focus on outcomes and impact (not how much is spent on 
admin) 
Talk about YOU not WE 
Find the best stories in your organisation 
Find the best stories outside your organisation 
Add a sense of urgency 
Appeal to the emotional and rational
Thanks! 
Jonathan Waddingham 
@jon_bedford 
slideshare.net/jwaddingham

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An introduction to (digital) fundraising - campaign bootcamp

Notes de l'éditeur

  1. Share what you have learned about fundraising since being at Just Giving. If I asked you to give me £10, what would you say? **** off? Or what do you need it for?
  2. http://www.theglobeandmail.com/report-on-business/international-business/sell-me-this-pen-the-real-answer-to-the-wolf-of-wall-streets-challenge/article17946810/ The first idea is that when you say ‘Sell me this pen,’ I want to hear [the salesman] ask me a question. ‘So tell me, how long have you been in the market for a pen?’ I want them to turn it around on me and start asking me questions to identify my needs, what I’m looking for. www.flickr.com/photos/orangeacid/204163683
  3. Share what you have learned about fundraising since being at Just Giving. If I asked you to give me £10, what would you say? **** off? Or what do you need it for?
  4. 1 in 10 Brits have donated to charity because of #icebucketchallenge, according to a poll by CAF Over £7million raised in the UK 765,000 individual donations (on JG) 90% donations by SMS 247 charities received donations
  5. http://jonathanwaddingham.com/2014/03/27/the-justgiving-numbers-behind-nomakeupselfie/