Facebook is the world's largest social network and charities are keen to create communities and engage with supporters there, yet few are using any of Facebook's tools to raise any money effectively. Based on data from Facebook and JustGiving, we show you how to prompt donors to share their donations and the pound value of a Facebook share compared to other social networks. You'll also hear Facebook's own advice to charities on using the platform, and how a charity has successfully done so.

1. The future of
Facebook fundraising
Jonathan Waddingham Rosa Birch
@jon_bedford @rosabirch
Product Manager @justgiving Facebook
July 2 2012

2. “What‟s the ROI?”
£5-£12

3. What we‟ll cover
Where we are now
Why sharing is important
Facebook Timeline
Case studies
Facebook hints and tips
The future

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

5. And now...
In 2011, Facebook drove over a million donors to JustGiving
They gave £22 million 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 so far in 2012 through Facebook canvas
application
By 2015 we estimate 50% of donations on JustGiving will come
from Facebook

6. Connections are happening
on a massive scale
901M 488M
People on Facebook Facebook mobile
users

7. 31M+ active
users in the UK
50%+ of those users return daily
Source: Facebook Internal Data, Oct 2011

8. You get the picture...

9. But don‟t forget that it‟s about people
Facebook Connections
901M people
friends of fans: 34X more
people than fans
Fans

10. So, how can
organisations use
Facebook to spread their
message and cause?
5 top tips

11. 1. Make the most of the timeline
feature
▪ Curate the
history of your
organisation
with Timeline
highlighting
important
milestones.

12. 2. Pin featured posts to the top

13. 3. Set clear guidelines on your page
from the start

14. 4. Create a “Conversation
Calendar”
▪ Work out a broad
publishing strategy
to help you manage
your page
effectively
▪ Balance the type of
posts you publish

15. 5. Work with your existing
supporters

16. Resources at your disposal

17. Facebook Studio:
www.facebook-studio.com

18. Facebook Tips:
www.facebook.com/facebooktips

19. Non-Profits on Facebook:
www.facebook.com/nonprofits

20. Facebook Pages functionality: never
static
As a professional Facebook user, like
www.facebook.com/facebookpages to keep informed

21. Known issues on Facebook
As a professional Facebook user, like
www.facebook.com/knownissues to check for up-to-date information
about bugs and issues on the site.

22. Use Insights tool to learn what‟s working
Discover who is connecting with your business
by age, gender, and location
See who is talking about your business in
the past month
All Post Types
Post
Photo
Learn what content is most interesting
Link and engaging
Video
Platform
Post

23. Ads and Sponsored Stories
Choose your budget
Target your ad to the relevant audience
Create multiple ads.
Refine and replace ads that aren‟t working

24. 2x
increase in engagement
when users are shown an ad with a
friend‟s name in it
68%
more likely to remember an ad
when associated with a friend‟s name
4x
more likely to purchase after seeing an ad
associated with a friend‟s name

25. The power of sharing

26. Social sponsorship

27. 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

28. Updates from fundraisers are even
more powerful

29. The impact of a share here is massive
£12

30. 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

31. Think about *what* gets shared
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?

32. The future: doing *is* sharing

33. Remembering

34. Facebook Timeline

35. Timeline integration

36. Some „inspiration‟
http://www.toodlepip.co.uk/blog/2011/09/18-daft-facebook-buttons

37. Greater context, more reach

38. Aggregations showcase charities too
https://developers.facebook.com/docs/opengraph/

39. Merlin Facebook donor acquisition
campaign
Create an online campaign reflecting theme of the Merlin Christmas
„Heroes‟ donor appeal
It must:
Work for donor development and acquisition
Have a clear, strong call to action
Have a strong interactive feel for new audiences
Encourage „member-get-member‟; content must be strong and simple
enough for people to want to share

40. Facebook app
Interactive creative engages with
outcome
Donation process via JustGiving
Facebook app
Donors‟ comments were pulled in
to the tab post-donation using
JustGiving API to encourage others
to donate

42. Donor feedback

43. Facebook updates: direct cash ask
They updated Facebook with a direct cash ask and clear
call to action, interspersed between campaign updates
and other news to encourage donations

44. The results?
Average donation £8.58
Winner „best use of tech‟
JG Awards 2012
Lots of learning

45. Boden and kids company
£37k
http://just.ly/miniboden

46. Integrating with Facebook
http://lumenbigott.com/social-media-shoes/

47. Use Facebook plugins

48. There are loads of useful plugins
http://developers.facebook.com/docs/plugins/

49. And they‟re super easy to use

50. Even the SAS use Facebook plugins!

51. Pro tip – tracking
http://www.google.com/support/analytics/bin/answer.py?answer=55578

52. Google analytics social tracking
http://bit.ly/GA_social

53. One last thing
www.flickr.com/photos/graft/1600789262

54. 488M+
mobile users each month

55. Who do you want to be?

56. Mobile optimisation is really important

57. You can cheat by using social media

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

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

60. What‟s not to like?
Encourage shares as much as possible
Integrate if you can
Fundraising is possible
Test and learn
Think mobile

61. Rosa Birch
Facebook
@rosabirch
facebook.com/rosa.birch
Jonathan Waddingham
Product Manager @justgiving
@jon_bedford
slideshare.net/jwaddingham