JustGiving reveals individual fundraisers reach 562 people on Facebook
Howard Lake | 3 October 2012 | News
Online fundraising service JustGiving reports that individual fundraisers taking part in organised events reach on average 562 people on Facebook. In addition they help inspire others to take part in the same event.
The statistics were based on internal justGiving data for over 300,000 fundraising pages, combined with additional data from Google Analytics and Facebook Insights.
The scale of impact of the event fundraising ‘network effect’ was explained at yesterday’s conference ‘Making every step count: How to maximize participation and fundraising at your event’. Held at The Commonwealth Club in London by JustGiving and ACTIVE Network, the conference shared event fundraising insights with an audience of charity fundraisers and event organisers.
Advertisement
The event fundraising network effect
As well as reaching a large network of individuals via Facebook, many of whom are not existing supporters of the charity, individual fundraisers often inspire others to follow in their footsteps and fill places at future events. JustGiving has found that nearly one in four fundraisers will either take part in the same event for charity the next year or inspire a friend or family member to take part.
This conclusion was based on a study of four major fundraising events held during 2010 and 2011. JustGiving analysed the fundraising activity of fundraisers and their sponsors in the next year. In total, 12% of fundraisers raise money for the same event in the subsequent year, while a further 11% of all sponsors of those fundraisers go on to fundraise for the same event in the subsequent year.
Delegates at the event got to see demonstrations of JustGiving and ACTIVE Network’s integrated event registration and fundraising tool for UK charities and event partners.
Howard Bell, Director of Partnerships at JustGiving, said: “We’ve been exploring the fundraising network effect – the idea that by participating in an event, fundraisers actually encourage their friends and families to do likewise. This data shows that not only do event fundraisers have a large online social reach, they act as inspiration for others, bringing in new advocates for their charity and new participants for their chosen event. By encouraging fundraising, event organisers give themselves a powerful word of mouth marketing tool.”
Sejal Pietrzak, SVP of International at ACTIVE Network, added: “We’ve found that friends and family are huge motivators in not only participating in an event, but also fundraising, and that social media’s ability to foster participation is a critical component”.
Presentation
Yesterday’s conference presentation has been shared by JustGiving:
You can find out more in this promotional video:
www.justgiving.com/en/partnerships/event-registration
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.