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London marathon 2021: Let’s talk about page activation


The London marathon is now just two months away and your team have likely got the not-so-small task of helping your supporters raise money and run 26.2 miles. Some runners have been waiting over a year to take part in this world-famous event after the 2020 marathon was cancelled for all but the elite athletes – so we want to share some tips on page activation to help make this the best London marathon ever!

But what is page activation and why is it so important? For the uninitiated, it’s the percentage of Fundraising Pages to have at least one donation. The higher the page activation rate for a fundraising event, the more likely it is that you’ll raise more money.  Pre-pandemic, we typically saw a page activation rate of around 90% for the London marathon, this means that 90% of runners with a fundraising page on JustGiving received at least one donation (learn more here about why the first donation matters the most). We’re very proud of this and every charity with a Fundraising Page on JustGiving should be too! We want to aim even higher this year – so here’s some tips and tricks that we know will help boost your activation rate. 

1. Find your inactive fundraisers

A logical starting point, we hope you’ll agree! Knowing who you’ll need to help should make your life a lot easier. There’s a tried and tested method to finding inactive fundraisers. You can create a JustGiving fundraising page report centered around an event date to help you identify your London marathon runners and to see how their fundraising is going. Here’s how to do it…

  • Once logged into your account click on the ‘Reports’ tab and click on ‘Fundraising Page Reports’
  • Filter your data by pages with event date and enter the date of the London Marathon 2021 in the date fields
  • Save template for future use and generate your report
  • Use the filter function in Excel to remove pages created for other events which take place on the same date. You do this by clicking on the column event name and choosing your filters
  • Look at the ‘Total Donations’ column to see how these fundraisers are doing, you can put a filter on this column to easily identify the fundraisers that have not yet received a donation.

For further info, take a look at our reporting help page.

2. Understand why they’re inactive

In an ideal world you’d have the time to check-in with fundraisers regularly. However, that isn’t always possible – especially with only two months to go – so finding out why they’re struggling to get their fundraising off the ground can be a bit of a mystery. To help identify why some fail to activate we surveyed a group of fundraisers who were yet to receive a donation to help shed a light on the situation. Of those surveyed:

  • 15% said that they needed help getting donations to their page
  • 14% said they hadn’t activated their page yet because they were planning to start fundraising closer to the event date
  • 9% said they were too busy to start fundraising

So some of your runners might need some words of wisdom and others might need a gentle nudge!  

3. Encourage your fundraisers to self-donate

There’s something inherently motivational about asking a supporter to commit to their fundraising with their own cash, plus it’s also a great opportunity to set a benchmark donation for donors dropping onto the page. Often people don’t know what an appropriate amount is to donate – a higher first donation sets an expectation.

4. Tell them about Shareables

We talk to people fundraising on JustGiving every day, and we’re often asked by them how they can share regular updates with friends and family without being seen to be always asking for a donation.  JustGiving Shareables help fundraisers create fun, customisable images that are ready-made to share.  

5. Think outside the box

You don’t need us to tell you and your fundraisers that raising money whilst training for a marathon is not easy! Encourage your fundraisers to think of fun and engaging ways to raise money. For some inspiration, take a look at ten of the best fundraising ideas we saw in the 2.6 Challenge in 2020. Have fundraisers in need of some extra encouragement? Get them to make the most of our Running for Good Facebook group for fundraising inspiration.  

It was announced this week that next year’s London marathon will be held on 2nd October 2022, rather than in the April – giving charities plenty of time to prepare and plan ahead for the next event. Keep your eye on the JustGiving Blog for further tips and advice to help you maximise your fundraising in the run up to 2022…


Editor’s Note: This post was originally published in January 2019 and has been revamped and updated for accuracy and comprehensiveness.



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One-third of donors directed half their giving to disaster relief | Philanthropy news



Last year, 37 percent of American donors gave half or more of their charitable contributions to disaster relief efforts, and 64 percent gave to a charity they had never supported before, a survey commissioned by Vanguard Charitable finds.

Conducted by the Harris Poll on behalf of Vanguard Charitable, the survey of more than 1,300 American donors found that the top reasons American donors gave to disaster relief included wanting to assist those impacted by humanitarian crises (46 percent), feeling overwhelmed by a situation and wanting to help (33 percent), seeing charitable giving as the only way they could provide support (30 percent), and having a personal connection to the disaster/crisis (30 percent). The survey found that donors who contributed to disaster relief efforts gave more overall, meaning that disaster relief giving did not take away from, or occur in place of, ongoing giving. 

“From COVID-19 to a devastating humanitarian crisis caused by the war in Ukraine, we’ve seen donors respond to disaster relief needs in inspiring and meaningful ways,” said Vanguard Charitable president Rebecca Moffett. “In fact, this data reflects that disaster relief support is an integral part of the giving landscape, often increasing total generosity as donors look to give when and where support is needed most. And because the money in donor-advised funds has already been set aside for charitable purposes, donations from DAFs tend to be more responsive in moments of crisis, and more resilient during moments of economic uncertainty.”

(Photo credit: Getty Images/Drazen Zigic)



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Trust in nonprofits fell slightly last year, survey finds | Philanthropy news



While there is room for U.S. institutions across the board to increase public trust, a majority of respondents believe nonprofits will do what is right for society, a survey conducted by Independent Sector finds. 

Conducted in February in partnership with Edelman Data & Intelligence, the third-annual Trust in Civil Society survey found that 56 percent of Americans said they trust nonprofits, down 3 percentage points from the 2020 benchmark study (59 percent). Trust in philanthropy edged down from 36 percent to 34 percent during the same period. According to the survey, financial well-being and education are major drivers of trust, and trust of nonprofits among women fell during the pandemic.

Given the findings, Independent Sector recommended that nonprofits work to make greater progress to support and strengthen the country, for example by leveraging trust in the social sector to strengthen U.S. democracy, deepening engagement with communities and institutions, and upholding public expectations of government accountability.

“Increasing public trust of institutions and the social sector is a pressing issue for the U.S. We all benefit from strong public trust,” said Independent Sector president and CEO Daniel J. Cardinali. “Trust is the priceless currency for nonprofits, philanthropies, business charity programs, and all of us to build a healthy, equitable society. We see what happens when trust breaks. Our 2022 Independent Sector Trust in Civil Society report elevates important data and recommendations for conversations about how the social sector can engage more deeply and do better so everyone in our country thrives.” 

(Photo credit: Getty Images/SDI Productions)



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Digital, other channels of giving are expanding, study finds | Philanthropy news



Emerging trends in the United Kingdom and Brazil reveal an expansion of digital and other types of channels for giving, including online giving, crowdfunding, charity rounding up, and social impact publishing, a new research series from the Indiana University Lilly Family School of Philanthropy at IUPUI finds.

The research series, Digital for Good: A Global Study on Emerging Ways of Giving, builds on the school’s Global Philanthropy Environment Index and Global Philanthropy Tracker and will be released in phases over the next five months. The first two studies examine philanthropic engagement in Brazil and the UK prior to and throughout the COVID-19 pandemic, with profiles of China, India, Kenya, Singapore, South Africa, and South Korea to follow.

Based on an analysis of three case studies in Brazil, the first profile found that prominent emerging ways of giving include charity rounding up, crowdfunding, and social impact publishing, which involves the production of inspiring, revenue-producing editorial content. Donations collected through rounding up for charity via Arredondar increased from BRL1,091 in 2013 (equivalent to $590 in 2021, adjusted for inflation) to more than BRL1.6 million in 2020 (equivalent to $330,186 in 2021, adjusted for inflation). In addition, the study found that the most successful initiatives prioritized transparency and accountability in giving.

Based on an online survey of nearly 3,000 individuals in the UK, the profile found that prominent expanded methods of giving include online giving and crowdfunding. Among donors interviewed between May and July 2021, 60 percent reported that gifts they had made in the past year had been made online, with the most common way being through a third-party app. In addition, researchers found that 63 percent of people who used social media to request donations also made requests in person.

“The results of the first two country profiles suggest an evolution in giving practices and highlight a significant expansion of digital giving practices and peer-to-peer giving,” said Amir Pasic, the Eugene R. Tempel Dean of the Indiana University Lilly Family School of Philanthropy. “While these findings are the first in a series, the documented growth in digital giving and shifting donor expectations in the UK and in Brazil reinforce existing evidence that digital practices can help democratize the practice of philanthropy. Digital innovation makes philanthropy accessible and fosters greater transparency and accountability for how gifts lead to impact.”

(Photo credit: Getty Images)



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