Bmycharity launches Group Giving
Howard Lake | 4 February 2003 | News
Bmycharity says that its new service will intorudce the “social dynamics of fundraising” into online fundraising.
Bmycharity’s Group Giving allows groups of supporters to team up to create virtual fundraising communities – whether they be colleagues who are running the Marathon together, families who want to commemorate a loved one with an In Memoriam collection, or friends who want to share their support for a cause.
They can then invite friends, family and colleagues to join, and every member can choose how they want to show their support.
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The service incorporates an enhanced version of the traditional Bmycharity online fundraising service, but also enables people to make direct donations “in less than a minute”, payroll gifts and affinity gifts if the charity chooses to offer these options.
The new service enables groups to develop their own structures and characters, while ensuring that each charity can track and monitor the ways in which groups develop. This, say Bmycharity, should lead to a greater understanding of supporter segments and target groups.
Shelter, the 2003 Flora London Marathon charity of the year, has chosen to use Bmycharity Group Giving because of its appeal to company teams taking part in the Marathon, while Diabetes UK uses the service to increase the uptake of online payroll giving, converting one-off donors into regular supporters. But both organisations recognise that in the longer term the service offers them the opportunity to forge stronger links with existing supporters and build relationships with new ones.
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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.