The full title is "Understanding the new breed of digital donors and how to maximise your fundraising through their networks" and this presentation was given by Bryan Miller and Jonathan Waddingham at the 29th International Fundraising Congress in Holland on the 22nd and 23rd October 2009

1. Understanding the new breed of digital donors and how to maximise your fundraising through their networks Bryan Miller Head of Strategy & Consumer InsightCancer Research UKbryan-miller@hotmail.com @millbry Jonathan Waddingham Charity ChampionJustGivingjonathan@justgiving.com@jon_bedford

3. First Computer: Research Machines 380Z

5. First Computer: ZX Spectrum

6. Favourite website: failblog.org

7. Understanding the new breed of digital donors and how to maximise your fundraising through their networks

8. Let’s begin…with a (true) story

9. Jenni Ware Carolee Hazzard … with a lost purse It all began…

10. Realtime community storytelling

11. And looks set to continue growing - thanks to the multiplier effect of social network fundraising $93 is now $22,000!

12. Trader Joe’s also donated over 350lbs of groceries - nice!

15. The moral of this story? Donors are doing it for themselves!

16. Donors are doing it for themselves! Second Harvest didn’t approach Carolee to ask her to support them - her Facebook friends suggested them Carolee didn’t need to approach Second Harvest to ask them how to fundraise or to ask for promotional materials or advice The first Second Harvest knew about it was when the money and food started rolling-in! Carolee and her friends probably don’t know it - but they represent a fast emerging ‘new breed’ of digital donors

17. So… what is our role in all this?

18. Our traditional role

19. Our new role… Content Community Commodity Cause Impact Within the 4-Cs of social network fundraising

21. Time spent on Facebook by US consumers was up 700% year on year to April 2009*

22. Despite technological advances we still only have 24 hours in each day - so more time spent online in one place means less time to come and visit our charity websites (or do other stuff)

23. We need to get used to people actively fundraising for us through their own community networks - but not necessarily wanting to join our community *Source Nielsen: http://bit.ly/1AJ7ni

24. http://www.buzzpoint.com/ One social network to rule them all?

26. By September 2009 it was up to 300m

27. Various analysts suggests its growth is now slowing considerably - but it’s still around the same ‘population’ as the US!http://img41.yfrog.com/i/facebookwqi.jpg/

29. (Twitter is currently 13th! :-) http://www.alexa.com/topsites

31. Facebook is only 10th in Holland - where Hyves is where it’s at for social networking

32. (Twitter is only 16th;-[) http://www.alexa.com/topsites

35. The ‘new breed’ of online donors simply choose the sites and tools that work for them - and then get on with their fundraising

36. This leaves charities with a feeling of losing control , but there’s no getting around it - it’s just how the new breed want to do it!Commodity The second ‘C’ = Commodity

38. This is still a very important role for us going forward - providing ‘portable content’ that supporters can use on their own sites

39. But the ‘new breed’ are also telling their own stories - about our work and the efforts they are making to support it

40. They may not always say what we expect - or even want - them to say. But, it is them that their community is more likely to listen to - not us!

41. Again , we may feel we are losing control - but we need to learn how to handle this concernThe third ‘C’ = Content Content

43. Cancer Research UK creates ‘portable content’ that fundraisers can embed in their profiles, blogs, etc. to help explain the work they’re helping fund

44. This also helps provide a degree of brand and messaging control out in the Web 2.0 ‘cloud’ The third ‘C’ = Content Content http://myprojects.cancerresearchuk.org/projects/pancreatic-cancer

46. The relationship between our organisations and our donors is a partnership - we can’t do it without them, they can’t do it without us

47. While they can get-on doing their own fundraising - they rely on us to use the money their hard work and passion raises to best effect

48. So, look for ways to better serve them through the way we communicate the cause impact our partnership has

49. improving the way we ‘package’ opportunities to make an impact

50. better measurement and reporting-back on the impact of their efforts The fourth ‘C’ = Cause Impact Cause Impact

51. Our new role… Content Community Commodity Cause Impact Within the 4-Cs of social network fundraising

52. Getting to know the new breed

53. Getting to know the new breed Insight from Cancer Research UK supporter research undertaken early 2009 as part of supporter segmentation project Survey distributed by mail and email to large sample of supporters, chosen to be representative of all key supporter types Total response comprised over 30,000 completed surveys Survey included questions on both ‘tradigital’ and social media use

54. Getting to know the new breed Online activities

63. People were prompted to take survey after making a donation online through a fundraising page

64. Donation could have been made to any size charity in any category

65. Survey carried out from early August to end September 2009

67. Which gender is giving more?

68. What’s the spread of ages by gender?

69. How much do people donate online?

70. Donation share vs revenue share

71. Percentage (in revenue) that comes from donors over 45 who donate more than £50 25% 33% 11% Percentage (in revenue) that comes from donors over 55 Percentage (in revenue) that comes from donors over 65 Key stats

72. Donation spread by age and gender

73. Donation spread by age and gender

74. accessible email advertise targeted integrate online/offline user-friendly How do you help these people?

75. What was the source of the donation ask?

76. Let’s look at the overall trends... http://weblogs.hitwise.com/robin-goad/2007/09/facebook_and_charities.html

77. Let’s look at the overall trends...

78. http://icanhaz.com/emailstats Is email use increasing or decreasing?

79. Do the tools used vary depending on age?

80. Percentage of Facebook visits from Facebook home page 60% 2% Percentage of Facebook visits from Facebook inbox Facebook – where the new breed lives

81. Who is using Facebook Connect?

82. Facebook Connect

83. Who is using Facebook Connect?

84. http://twitter.com/serafinowicz/status/1321093848 Community fundraising through Twitter

85. 14% of referrals on 13th March to JustGiving were from Twitter www.justgiving.com/peterserafinowicz Community fundraising through Twitter

86. 1,106 donations £4.86 average Current total: £5,396.07 Fundraising through Twitter – micro donations

87. The new breed of social media fundraisers is growing in importance Newsfeeds are the single most valuable real estate on Facebook for charities Different segments require different channels, as well as different messages Test online donation prompts by age and gender (as well as RFV) Ignore your older online donors at your peril Email is still the king of comms for many people online So what does this all mean?

88. The moral of this story? Donors are doing it for themselves!

89. www.365challenge.co.uk & @365er The 365 Challenge

90. “In 2007, I was diagnosed with a soft tissue sarcoma and underwent surgery, followed by radiotherapy. Then in 2008, my sister, Brenda Carr, died after a long battle with breast cancer. Following on from this, I knew that I wanted to raise money to support Cancer Research UK, because I felt that they were supporting important work in the fight to overcome cancer.” This is Colin’s story

91. Colin’s strategy

92. “With a group, I found that I could engage with a target audience who had expressed an interest in what I was doing – what any advertiser dreams of, really!” Colin’s strategy

93. The ripple effect…

94. What would’ve helped Colin more guidance on how FB can be exploited an explanation of what Twitter is all about guidance on how following someone can give you access to their followers too tips on keeping your message out there – how regular blog updates can be tweeted about so others get to know that you’ve written something new, changing your Facebook status regularly and using these status updates and tweets to draw people in, teasing them into reading more …

95. “As I posted Tweets about hitting milestones or new blogs, these connections were Re-Tweeting them, and my message spread further and further.” “These enthusiastic strangers... I now count as supporters and friends” The new breed

96. Contact us Bryan Miller bryan-miller@hotmail.com @millbry http://givinginadigitalworld.org slideshare.net/bryanmiller Jonathan Waddingham jonathan@justgiving.com @jon_bedford http://charities.justgiving.com slideshare.net/jwaddingham http://icanhaz.com/PFJW