Online fundraising platform JustGiving can now tell us which social media sites drive the most donations and which drive the highest average donations.
According to the site’s own data, donors reaching JustGiving from Twitter are the most generous in that they give the highest average amount of £30.26. People on Facebook however are more frequently persuaded to give via JustGiving.
The average values of donors giving on JustGiving following a call to action through social networks are:
Twitter – £30.26
YouTube – £28.77
LinkedIn – £25.21
Facebook – £18.33
Google+ – £17.77
Donations driven from Facebook make up over a quarter of all donations made on JustGiving in September 2011, a rise of 130% over the past year. By contrast, Twitter currently drives less than 1%. JustGiving estimates that by 2015, Facebook will be responsible for up to 50% of all online donations on its site.
The results of the research have been published as an infographic:
The research shows that donors seem to prefer giving directly through social media sites: those who donate to charity directly through Facebook using an app donate an average of £26.45, over 44% more than those who are asked to click through to give on an external website.
This latest statistic is based on JustGiving’s new app on Facebook, which the company is launching this week. It lets any charity accept donations through Facebook without the donor having to leave the site. The app has been trialled by charities including War Child, the Dog’s Trust and the Rett Syndrome Research Trust UK.
Sara Bowcutt, Deputy Director of Corporate & Donor Fundraising at War Child, commented: “Making it simple for supporters to donate through social media is crucial and this app does exactly that.”
Head of Insight at JustGiving, Elizabeth Kessick, said of the research: “Third sector organisations should ignore social media at their peril as this data shows that social giving is an increasingly important driver for donations.”
JustGiving has now helped 13 million people raise over £930 million for more than 12,000 charities since 2001.
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