Gone are the days of taking a raggy sponsorship form around your school or office, now if you want to raise money for a charity you use a platform like Just Giving, which makes the whole sponsorship, promotion and donation process quick, simple and most importantly easy to spread around to everyone you know.
This week JustGiving has conducted a study into the dramatic increase in social giving over the past few years and has unsurprinsgly found that all kinds of charity supporters now increasingly prefer to give directly through social channels.
The thing we find most interesting here at Shiny Shiny is that certain social networks prompt different responses from those that support charities. For instance, Twitter users are apparently the most generous, as the value of a donation made by the average Twitter donor is £30.26, a higher amount than those following a call to action through from anywhere else. Give yourself a pat on the back Twitterverse.
However, Facebook is still king when it comes to the amount of donations JustGiving receives, as the social network accounted for more than a quarter of all donations in September 2011, which is a huge rise of 130% over the past year. This number is expected to rise even further and make up 50% of donations by the end of 2015.
As a number of other sites, services and publications turn their offerings into Facebook apps (like The Guardian, Spotify, Deezer), JustGiving has just launched one of its own, allowing any charity to easily take donations through Facebook without leaving the site. Early adopters of the app include War Child, the Dog’s Trust and the Rett Syndrome Research Trust UK.
Elizabeth Kessick, the head of insight at JustGiving, says:
“These figures are a fascinating insight into the impact of social networks on the way we give to charity. Third sector organisations should ignore social media at their peril as this data shows that social giving is an increasingly important driver for donations. The good news is that it’s also a very cost-effective way for charities to canvass for support, and using the JustGiving app for Facebook, charities can make it easy for their fans to translate their good will into an active donation.”