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

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


closer network and those people might be more inclined
to support your fundraising activities. Given the depth
of integration we can do with Facebook around apps,
sharing and Timeline, we also allow our users to connect
and share on Facebook in a way that isn’t possible with
any other network at the moment.

In your opinion, given JustGiving’s design,
what is the best type of content that one can
create for a JustGiving page?

Having a good photo and clear story are important on
the page (for example, runners with a picture on their
JustGiving page raise a third more on average than
those without) but content around the ‘ask’ is just as
important. Crafting your 140 character message or
Facebook share to drive people to your page in the first
place is key. And that’s about distilling your campaign
to answer the simple question of ‘what are you doing’
and ‘why’ in as few words as possible.

What features does JustGiving have that you
wish more people would take advantage of?

I wish more people shared their donations. We
know about 10% of people share their donation to a
fundraising page, and we know each Facebook share
is worth an average of £5, so we could help charities
raise even more if more people shared their stories.
Obviously we’re trying plenty of different ways to do
this, so watch this space.

What are your top tips for organisations
wishing to strategically share their JustGiving
activities across their social media platforms?

1. Keep a look out for supporters who are sharing their

fundraising activities and amplify them. For example,
listen out on Twitter for people raising money for you,
and talk to them and retweet them to your audience.

2. Don’t forget mobile. Facebook mobile is now the

second biggest source of traffic to JustGiving,
bringing more people than Facebook desktop, so we’ve

seen a huge shift in mobile usage - from 4% in Jan
2010 to 46% mobile and tablet visitors in Jan 2013.
The rise of social media use on mobile is the main
driver of this mobile growth, so it’s vitally important
that charities bear that in mind when sharing content
on social networks.

What are some good examples of charities
using JustGiving creatively and strategically?

Last year Cancer Research UK trialed a new fundraising
event called Dryathlon, where the aim was to encourage
(primarily) men to give up alcohol for January and
raise money at the same time. The reason it was so
creative was that CRUK thought about this event
with social at its core – they provided lots of content
for their fundraisers to share, and encouraged them
with badges to reward them for being a dryathlete.
Not only was this creative, it was massively effective.
Participants who received badges raised up to 40%
more than those who didn’t, and the overall event was
a huge success, raising over £4 million in the first year.

On the more strategic front, Tree of Hope (a UK charity
focused on supporting sick children and their families)
invests in helping their supporters raise more money
– for example, they follow-up with everyone that sets
up a JustGiving page for them and encourage them to
use our free text giving service as well. So far this year
they’ve raised an extra £8,000 in text donations – all
on top of their online fundraising.

“We know about 10% of people share
their donation to a fundraising page,
and we know each Facebook share is
worth an average of £5, so we could help
charities raise even more if even more
people shared their stories.”

Jonathan Waddingham
Social and Labs Product Manager, JustGiving

Connect with JustGiving & Jonathan

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