The document discusses how Cancer Research UK and JustGiving optimized Race For Life online fundraising through various online solutions. They made page creation easier by integrating it with registration. Text donations increased participation. Mobile views and apps brought the experience onto phones and engaged fundraisers. Social sharing on Twitter and Facebook and email campaigns enabled more participation. Lessons included involving developers early, keeping it simple for users, and accepting change.

1. Joanne Warner – Cancer Research UK Jamie Parkins – JustGiving How to optimise online fundraising

2. What we aim to cover Race For Life in numbers Challenges facing Race For Life in 2011 How these challenges were met with online solutions Lessons Learnt Review & Close

3. http://www.flickr.com/photos/wheatfields/1613703355/ Stand up please

4. Race For Life video

5. Optimizing #1 – Page Creation Process Challenge: How to make the process so easy more people would decide to raise money online Solution: Make the page creation an integral part of the registration by adopting the JustGiving APIs

6. Map & Test the UX

7. Sketch, rip up and sketch again!

8. Ensure the message & calls to action work http://www.flickr.com/photos/lars_in_japan/4979723158/

9. http://www.flickr.com/photos/nachtnebel/4391851392/ Get Developers talking

10. http://www.flickr.com/photos/halasi_zsolt/5149140091/ Give yourself time

13. 18% more people are actively fundraising online

14. Average donation is 3% higher than in previous years

15. Average donations per used page is 7% less than 2010

16. Nominated for Technology4Good award for Fundraising Innovation

17. Optimizing #1 – Page Creation Process Map, test and settle on the user journey early! Get development teams to test the APIs from ever angle Give yourself time Ensure the tone, the messaging and the calls to action are consistent between platforms

21. Optimizing #2 – Text Donating Challenge: How to enable people taking part in the event to explore new donation opportunities Solution: JustTextGiving “You can now also get text donations to your page. Log in to your account and go to your page to create a unique six-digit code, then share it with your friends and family so they can sponsor you via text message. It's a great way to encourage people who haven't got round to sponsoring you, especially after your event”.

22. Slacktivism works! Comic Relief 2011 raised £15.17m by text donations – the highest raised through text donations ever! The American Red Cross raised $8m in 48 hours following the earthquake in Haiti The total donated by text to the DEC through appeals is around 18% The number of smartphone transactions on JustGiving has doubled since introducing mobile views

24. JustTextGiving in the wild…

26. and encourages you to get checked out should you ever notice any of theseOur latest update looked at ways we can increase fundraising opportunities through our apps, in order to maximise income for the charity.

27. Phones Out! http://www.flickr.com/photos/williamhook/4742869256/

29. Help Betty hit her target! TextGRAN88 £2 to 70070

30. Optimizing #3 – Mobile Views Challenge: How to bring Race for Life experience onto mobile Solution: Optimise donation flow for mobile donors viewing any page on raceforlifesponsorme.org

31. % of JustGiving visits by mobile device Approx 25k visits per month Growth rate of 80% in 2011 Mobile accounts for 15% of all page views Mobile donations doubled since Dec 2010

32. Mobile sites

33. Donation Process

34. Optimizing #4 – Mobile Apps Challenge: How to engage fundraisers Solution: Utilise Mobile apps to engage, delight and inspire

37. British Forces Foundation

38. Optimizing #5 – Sharing Challenge: How to enable social sharing Solutions: Twitter Integration into Race For Life Facebook integration into Race For Life Email Campaigns

40. Fundraiser of the week Donate to specific charity campaign Celebrity campaigns

42. Let Your Fundraisers Tweet!

43. In one given week Race For Life entrants create approx 4,500 tweets to their pages To a collective audience of 2.3m followers From 2,750 unique accounts

44. Optimizing #5 – Email Campaigns

45. Lessons Learnt http://www.flickr.com/photos/quinnanya/5038191598/

46. Lessons Learnt Get developers and UX designers around a table early! Think of the end user – keep it simple Enable fundraisers and donors to participate via multiple channels in multiple ways Accept and be prepared for regular change Two brands can work together (online and offline)

47. Recap http://www.flickr.com/photos/riggzy/3363502084/

48. Recap – Utilize New Technologies APIs SMS Donations Mobile Views Mobile Apps Social Tools

49. APIs offer charities greater control of the user experience. Optimizing sign up and page creation flows can drive increased fundraiser activity. SMS donations will empower charities, fundraisers & donors. Harness the power of the crowd! People are participating on their mobiles – are you available to them? Apps can be expensive – utilize what’s out there. Be part of the online conversation and help to inspire fundraiser or donor participation.

50. Lets check our fundraiser page! 100%?

51. Joanne Warner@JoanneWarner Jamie Parkins @JustGivingJamie