3) Slacktivism: monster or myth? - ‘Emerging Digital Trends & Opportunities for Charities’

#socgiving

Jonathan Waddingham - @jon_bedford

Social Product Manager @JustGiving

#socgiving

Jonathan Waddingham - @jon_bedford

Social Product Manager @JustGiving

Brrrrrrrrrrr!

Credit: @benrmatthews

“Slacktivists” are more likely to give

#socgiving @jon_bedford

#socgiving @jon_bedford

Mobile users are even less

“slacktivist”

#socgiving @jon_bedford

#socgiving @jon_bedford

What’s the value of a Facebook

share?

On average, £5!

Growth hacks for Twitter & Facebook

sharing

#socgiving @jon_bedford

Make what gets shared as interesting as possible

#socgiving @jon_bedford

Title: needs to be eye catching

and include a strong call to

action

#socgiving @jon_bedford

Description: needs to add

context, emotion and

urgency

#socgiving @jon_bedford

URL: adds trust

#socgiving @jon_bedford

Use good images

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A custom story helps this even more

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Custom story makes the content more interesting

https://developers.facebook.com/docs/opengraph

Ensure tweets are 140 character stories

#socgiving @jon_bedford

Include a call to action

Mention your account or relevant hashtag

Ask for Retweets

Use Twitter cards to pull more information

into Twitter

More calls to action and context

Add tracking codes to your URLs

No extra info

Expanded content

Twitter cards

https://dev.twitter.com/docs/cards

Try a donate CTA card

Why bother?

#socgiving @jon_bedford

Pre-populated tweets doubled click through rate (CTR)

Twitter card integration increased CTR by >50%

Facebook shares have higher CTR than likes

Custom Stories have double CTR of likes or shares

#socgiving @jon_bedford

#socgiving @jon_bedford

How do you get more shares?

#socgiving @jon_bedford

A little A/B test…

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3 assumptions around sharing

to look good to your friends

to help raise more money

to get more friends involved

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5 copy variations

# 1: You’re an amazing person. Share your donation.

# 2: Want to get more people involved? Share your donation.

# 3: Share your donation to raise even more for this cause.

# 4: Help your friend raise even more money by sharing their page…

# 5: Think your friends might care about this too?

#socgiving @jon_bedford

The winner: “raise more money”

28% increase in sharing

(36% on mobile)

#socgiving @jon_bedford

But wait, there’s more…

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Do bigger buttons = more clicks?

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Big buttons…

#socgiving @jon_bedford

…Or huge buttons?

#socgiving @jon_bedford

Bigger buttons = more clicks

#socgiving @jon_bedford

Tripled sharing to Facebook

Doubled sharing to Twitter

Winning data/data winning

#socgiving @jon_bedford

£1 million more raised in 3 months

Takeaways

#socgiving @jon_bedford

# 1: in the right context, social is awesome for fundraising

# 2 “slacktivism” does actually have an impact

# 3: Think about the content people share

# 4: Test ways to encourage sharing

Jonathan Waddingham - @jon_bedford

Social Product Manager @JustGiving

Download the white paper at bit.ly/Slackt1vsm 

#socgiving