Getting started with online fundraising

IoF conference:

Fundraising in a small charity

Getting started with online fundraising

Michelle Fortune

Charity Support Specialist

[email protected]

What we’re going to cover today

1. Why fundraise online?

2. Setting up a basic online profile with JustGiving

3. Promote online fundraising & attract supporters

4. Drive traffic to your page

Why fundraise online?

You’ll be where the people are

& make it easy for people to give

In 2012, 80% of all UK households had internet access

50m mobile phone users are ready to

give instantly and spontaneously

Through JustGiving, they can give online

or via their mobile phone straightaway.

A third of people on JustGiving find

us through social networks.


Percentage of households with Internet access

http://www.ons.gov.uk


You'll raise more money

People are more generous when they give

through a website. The average online

donation is £30, compared to £15 offline.

A whopping 85% of online

donations are eligible for Gift Aid,

compared to only 43% offline.

People can now donate for abroad in

their local currency too

Over £1 billion

has been donated

via JustGiving

In January

2013, 40% of all

donations came

via mobile phones

& tablets

People have more ways to give

e.g. Credit card, PayPal, Direct Debit,

text donation


Loads of fundraising tools

Your own profile page

JustTextGiving

Buttons

Mobile optimised view

Comprehensive charity account

Social media fundraising & sharing

Setting up a basic online profile with JustGiving

This is your charity‟s dedicated

area on JustGiving – it‟s just like a

mini website.

Promote this profile to your

community so potential

supporters can easily find your

charity online.

Here they can make a donation,

set-up a monthly direct debit or

create a fundraising page.

A third of people on JustGiving

find us through social networks,

and they‟re looking for charities to

support!

e.g. www.justgiving.com/mariecurie/donate

http://www.justgiving.com/girlguidinguk/donate

Setting up a basic online profile

Step 1 - Add your charity’s logo and a description of what your charity does.


Step 2 - Personalise your thank

you message

A thank you message is sent to

everyone who makes a donation through

JustGiving.

This is sent as part of an email receipt

and can be personalised so your charity

can use its own words to thank the

people who donate

Personalising a thank-you message for

your supporters lets them know how

much their donation means to your

charity.


Step 4 – Use the features & tools percentage tracker in your charity

account to make sure you’re getting the most out of JustGiving!

Promote online fundraising & attract supporters

Add compelling stories, share information & add our

donation app. Get people to „like‟ your page.

According to the people at Facebook, they

have over 1 billion active monthly users.

Use social media

It’s where the people are!

....and it’s free!

In 2012, facebook drove over 1.8

million donors to Justgiving, 50%

more than 2011

They gave over £34

million, up 44% on 2011

Our Facebook app

generated over £680,000

Create your own

charity page on

Facebook:

68% of the UK population

is on Facebook.

Not forgetting the

200 million active

Twitter users around

the world

Share & promote stories of fundraisers &

supporters.

Case Study – Reverse Rett Research


Support your fundraisers by providing tips, suggestions and advice

The JustGiving blog offers tips and

information for fundraisers at

blog.justgiving.com

Think about developing your own

fundraiser „pack‟ – it could include

a fundraising tips leaflet

contact details for further support

How to create their page

Ideas on how to spread the word

about their fundraising

Links to the JustGiving blog

T-shirts or wristbands

Case study – Tree of Hope Children’s Charity

JustGiving lets you know each time that new fundraising page is rated in support of

your charity. We’ll also give you the email address of that new fundraiser

Tree of Hope Children‟s Charity uses these emails to contact their new fundraisers and

welcome them to the charity.

The charity sends a welcome email, thanking

the fundraiser for choosing to raise money for

them.

They offer fundraising tips & information on how to

make the most of JustGiving

They also contact the fundraiser when their

activities are finished to say thanks

A brilliant statistic:

Tree of Hope fundraisers have raised over £14,000

in text donations alone since June 2011. The charity

encourages their fundraisers to use this facility.

Another great idea.....

We let you know when a

fundraising page has expired

because the activities are

complete.....

Many charities use this as an

opportunity to thank the fundraiser

for their support.

As part of this, some charities

choose to let the fundraiser know

how they‟ll be using the money they

raised and tell tem the difference it

will make.

People are more likely to support

you again if they know that they are

making a difference.


Fundraisers who‟ve had a good experience

will be more likely to come back and

fundraise again,

Local press articles, on your website,

at events, nominate them for awards

Champion your supporters!

Sing their praises, thank

& recognise them publicly

Champion their activities

online via social media –

shout about how brilliant

they are on Twitter &

Facebook

Thank and encourage

them for everything

they‟re doing

Use a charity facebook page to

say how well your fundraiser is

doing & share their pages. Give

an update on how much

they‟ve raised so far or mention

their brilliant ideas. they‟ll also promote your charity to others, make a

financial donation or even consider leaving a legacy

Case study – Positive East

Positive East is a great advocate for its supporters. They use social media to promote

and celebrate the achievements of their fundraisers.

Using social media in this way is a great idea, with so many people using it. It‟s a

cost-effective way to share information widely about your brilliant fundraisers

Positive East has a „fundraiser of the

week‟ whose efforts get promoted on

Twitter and Facebook.

They welcome any new runners with

a „welcome‟ tweet

A brilliant quote:

“A retweet or a Facebook call-out is a

simple way to start building a

relationship with your followers and

you‟d be amazed how much they‟ll

appreciate it”. Mark Butcher – Positive East

Drive traffic to your page

How do you get more people to take notice? Tell a great story!

It‟s not about you, it’s what you do

Make your story inclusive – involve

your supporters

Get your beneficiaries to talk on

your behalf

Be authentic (that‟s the easy part)

Share that story EVERYWHERE!

Keep it short and snappy where

you can then link to a larger story if

you need to

Give easy next steps....

www.gfjlibrary.org


So, you’ve told an amazing story & promoted it EVERYWHERE!

Now people want to support you....

Use our buttons on your website, blogs, e-flyers and emails.

Give a link to your JustGiving page on Facebook, Twitter and

anywhere else you‟re telling your story.

To support us or make a donation, visit

www.justgiving.com/macmillan

...How do they do that? Easy, offer a great ‘call to action’


You‟ll raise significantly more than you would with a web address alone.

A few great things about buttons....

Charities using JustGiving buttons on their website

raise 58% more than charities that use links

They„re quick and easy to add – we offer

step by step instructions

There‟s a selection of ready made buttons

for you to choose from

Case study – The Neuroblastoma Alliance UK

Many charities are using buttons to drive traffic to their page - in a single click, your

supporter is taken to donate to your charity on JustGiving

A charity recognising the impact of JustGiving buttons is The Neuroblastoma Alliance UK.

The charity works with families, running appeals to raise funds for life-saving treatments.

Add „make a page‟ buttons to their

website to help people start the process

of fundraising online

They also provide the families with

buttons to add to their own blogs

A brilliant quote:

“Buttons are much clearer to see on out web pages than complicated links and there‟s

less confusion from our supporters, which saves us time. JustGiving buttons simplify the

process. If people want to set up a page or donate, they can just click on a button and it

will take them exactly where they need to be” Marta Hofstrom– The Neuroblastoma Alliance UK

Summary – What we’ve covered

1. Why fundraise online?

Be where your supporters are – 80 of all UK households are online

2. Setting up a basic online profile with JustGiving

let the world know it’s you!

3. Promote online fundraising & attract supporters

Use social media, support & champion your fundraisers

4. Drive traffic to your page

craft a compelling reason to support you & use buttons to take people to your page!

Getting started with online fundraising

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