IoF National Convention: Hidden motivations and income streams - understanding the true value of...

July 2013

Hidden motivations

and income streams

Understanding the true value of your

event fundraising Katie Simmons – Senior fundraising manager Great Ormond Street Hospital Charity

Gemma Randall – Head of charity partnerships JustGiving

Graham Tyrrell – Head of digital Maggie’s Centre

Katie Simmons

Great Ormond Street Hospital

Charity

Comprehensive in memory

approach case study

Graham Tyrrell

Maggie’s Centres

Building networks around

events case study

Gemma Randall

JustGiving Trends, data,

About us

What we’re going to cover today

1. Developing a better understanding of your supporters –

What motivates them to fundraise and how do they behave

online, on social media and on their mobile phones?

2. Maggie’s case study – How we have increased fundraising at

our event 'Maggie's Monster Bike & Hike' and taken our event

registration process online

3. The 'network effect’ – The idea that fundraisers inspire

others to take on charity challenges and help you recruit new

supporters

4. In Memory fundraising – uncovering the true value of it

5. GOSH case study – How we look after people fundraising in

memory and work across income streams

6. Quiz (alternative and inspiring fundraising ideas)

When did you last fundraise? Why? How?

People are...

People are online

People are mobile

People are...mobile

Is mobile overtaking desktop traffic? Yes

On Sunday, 21st April

58 per cent of traffic

to JustGiving came

from mobile devices

including smartphones

and tablets – an uplift

of 52% from marathon

weekend in 2012.

42%

58%

Marathon Sunday 2013

Desktop computers

Mobile devices

Throughout the day, JustGiving processed a record £300,000 in donations

on the go from smartphone users, including spectators in the crowd

I want tickets to see Robbie Williams

I want tickets to see Robbie Williams

Mobile optimisation is really important

When the participant registers for an event

People are...

People are online

People are mobile

People are social

People give to people

People are...social and give to people

H1 2013 Facebook has driven +£20m to JustGiving

+£5m of this was though Facebook mobile traffic

Peer review – the acquisition tool?

One in four fundraisers will choose either to take part in the same event

for charity the next year or will inspire a friend or family member to take

part instead.

Hidden motivations and income streams: Understanding the true value of your event fundraising – case study

Graham Tyrrell Head of Digital

Based in uniquely designed buildings on NHS

hospital grounds, Maggie’s Centres are places

where people with cancer can get the emotional,

practical and social support they need

Monster Bike and Hike 31.5 miles Bike 8.5, 23.4 or 41.2 miles Hike

A Monster problem Recruit 600 participants and

support them in raising £500,000

A Monster approach

Some hints and tips

Starting the journey

Tailored marketing http://monster.maggiescentres.org/

Understanding motivations

Registration

Powered by Active Network

Importance of starting early

From participant

to advocate

Understanding motivations

During event

The network effect of fundraising

...and that doesn’t include all the other

ways fundraisers share their story

562 friends view posts on Facebook

Your fundraisers are great brand ambassadors for your cause

160 unique visits to their

fundraising page

14.2 sponsors

One active

fundraiser

Do you remember your

first time?

People are...

People are online

People are mobile

People are social

People give to people

And.....???????

People are...

People are online

People are mobile

People are social

People give to people

People are motivated

Traditional approach

Events Company In

Memory (immediate)

Lifestyle DIY

How JustGiving have approached it

In Memory

Events Company In

Memory (immediate)

Lifestyle DIY

In memory motivated

fundraising has grown

by 25% year on year

People taking part in

an event to

fundraise in memory

of a loved one raise

up to 54% more than

fundraisers who

aren’t raising money

in memory

www.justgiving.com/en/in-memory

In Memory fundraisers on JustGiving (2013)

14% walks

14% running &

marathons

11% skydives

Who traditionally looks after In Memory?

People above process -

Yes 28%

No - we do not contact In Memory fundraisers

9%

No - we treat them the

same as all other event fundraisers

47%

Not sure 16%

Do you have a tailored supporter care programme in place

specifically for people who are fundraising in memory of

someone?

GOSHCC – case study

Remember.....

People give to people – facilitate the formation

of networks

Put people first, process second – putting your

fundraisers at the heart of what you do

The challenge for GOSHCC

1. How to talk about In Memory?

2. How to support networks – peer to peer giving?

3. How to support activity across different teams and

income streams?

4. How to work in the same space as the rest of our

fundraisers’ lives – going digital

5. How to make it personal?

Our solution

Brighter Future Funds – a tribute fund

product integrated across all income

streams

1. Positive imagery and a clear

identity

2. Stable online platform to enable

peer to peer

3. Ability to personalise

4. Income allocated to activity

5. Umbrella of stewardship and

relationship management

Isla’s story

Isla was the most enchanting little granddaughter we could ever have asked for. She

had a wonderful character and made such an impression on us all in her short life which was tragically

taken away by a rare brain tumour.

We lived next door, and quickly became friend with Mikey and Anna. We were so

thrilled when they had Isla, a playmate for our daughter, and the smiliest little neighbour anyone could ask

for.

Over a year ago I met a wonderful little girl and was asked to be her nanny. From the first day I

looked after Isla, I fell in love with her.

Last year my colleague Mikey & his wife Annie tragically lost their little girl Isla to a rare brain

tumour.

Isla was a wonderful little niece and cousin, who although so young when she

died, has left a huge hole in our lives.

Last November my friends Mikey and Anna Cecil tragically lost their 15 month year old daughter

Isla to a very rare and aggressive brain tumour.

People give to people – creating networks

People are social and give to people

Isla’s Brighter Future Fund

•100 cyclists on Isla’s Tour

•200 Twitter followers

•366 Facebook likes

•1152 donations

•51 JustGiving pages

•15 events

•Over £150,000 raised

Putting people first, process second: working across income streams

Tribute Team

Special Events

Challenge Team

Community

Team

Isla’s Tour Donations

Windsor Race

Night

Shakespeare

Half Marathon

Safaricom

Marathon

London to Brighton British 10k Great North Run

And does it work?

•Raised £280k (year 1) against a £100k target

•65 funds (against a 50 fund target)

•Positive feedback

“Isla really was the most wonderful little daughter we could have

wished for. No parent should have to go through what we experienced

hence why we have set up the Isla Cecil Brighter Future Fund.

Help us celebrate the life of Isla Cecil and help us to create a brighter

future for children and families at Great Ormond Street Hospital”

Key steps for supporting In Memory networks and events

Acknowledge and support In Memory as a motivation

Put people first and internal process second

Accept you will need to go above and beyond – this is

very personal

Find a way to talk about In Memory, even if you are not an

end-of-life charity

Use digital solutions – let people build their network

People are...

People are online

People are mobile

People are social

People give to people

People are motivated

What have these animals got in common?

Question: Fill in the gap

“Buy djkaldjaldjaslj in a jar and

help the kids at Great Ormond Street”

a) A spider

b) A ghost

c) Brangelina’s breath

How much did this page raise? And for a bonus point...

?

Guess the movies

What do these pets have in common?

What can you buy in a jar?

Don’t worry Brangelina’s breath is available though

How much did this page raise?

Guess the movie

www.justgiving.com/teams/save-at-the-movies

Any questions?

Katie Simmons – Senior fundraising manager

katie.simmons@gosh.org

@simmonskt

Gemma Randall – Head of charity partnerships

gemma@justgiving.com

@JustGiving

Graham Tyrrell – Head of digital

graham.tyrrell@maggiescentres.org

@maggiescentres