How #charities & #socialenterprises can create great #socialmedia content (30 pages)

top tips • jonathan waddingham

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How #charities & #socialenterprises can create great #socialmedia content

22

Top Tips

Jonathan Waddingham

E

very year, more and more money is
raised online for charitable causes.
Social media has and will continue

to play a big role in the growth of online
fundraising; It is quickly becoming the
dominant way people find out about causes
and how to support them. JustGiving has
been on the forefront of online fundraising
since its launch in 2001 – the platform has
helped organisations raise more than £1.5
billion. We asked Jonathan Waddingham,
JustGiving’s Social and Labs Product
Manager, how best to marry your social
media presence and your online fundraising
activities.

How does JustGiving fit into the social media
space – is it more than just a mechanism for
online donations?

The site has always been social to a certain extent, as it’s
mainly people giving to other people, but social media has
given us a new and powerful way to amplify that behaviour
and reach more people. Facebook and Twitter have
become incredibly effective channels for fundraising – in
the past we used to rely on people emailing their contacts.
Now those contacts are primarily found on social media
websites. So whilst the fundamental behaviour of telling
people about fundraising hasn’t changed, the tools and
mechanics have.

How can an organisation best integrate
JustGiving into their website and their social
media profiles?

It depends on the size of organisation and their technical
proficiency. At the basic end, an organisation can use
our embeddable buttons to easily link to fundraising
and donating on JustGiving from their website, so their
supporters have a simple journey on a trusted platform.
Charities active on Facebook can add our app to take
donations on Facebook. The more advanced can create
bespoke experiences and tightly integrate fundraising
and donations by using our range of APIs (Application
Programming Interfaces), which are basically a way of
taking all the functionality you have on JustGiving, and
integrating it into your charity’s own website.

Does JustGiving lend itself better to one
social media platform over another?

Nearly 50% of our traffic comes from various social
media platforms, but we see most traffic, almost 40%,
come from Facebook. It is the most important network
for us for a few reasons - it has the biggest reach and
usage in the UK and it’s more of a network for friends
than Twitter, where you can follow everyone. The
network you have on Facebook is usually going to be a

“We’re getting close to the time when
50% of our traffic comes from various
social media platforms, but we see
most traffic, almost 40%, come from
Facebook sources.”

Jonathan Waddingham
Social and Labs Product Manager, JustGiving

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