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Five essential tips to help your fundraisers raise more


We’ve selected the five most important tips that deliver results time and again for charities looking to grow their events fundraising income on JustGiving.

These tried and tested tips come from over 20 years’ of working with charities and analysing the behaviour of millions of successful fundraisers on JustGiving. Each one has been recommended by our customer success team who are experts in helping charities raise more online. If you’d like to chat to them about any of the tips mentioned in this post, you can book a charity chat with them any time.

1. Find out who has raised £0 (so far)

Helping people get their first donation as quickly as possible is something we’re obsessed with and we monitor closely the ‘activation rate’ of people fundraising on JustGiving. The activation rate is the percentage of all Fundraising Pages that have received at least one donation. For example, if you’ve got 10 Fundraising Pages for an event, and six of them have a received a donation then you’ve achieved an activation rate of 60%.

But, that also means you’ve got 40% that need a helping hand to get started, and you can find out who they are in your Fundraising Page reports. Here’s how to do it…

  • Log in to your charity account, click on the ‘Reports’ tab and select ‘Fundraising Page Reports’
  • Filter your data by pages with event date and enter the date of your event in the date fields (top tip: save the template for future use, so it’s even quicker to generate your report next time you need it)
  • 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.

Learn more simple reporting tips in this on-demand webinar.

2. Encourage your fundraisers to self-donate

Our research shows that your supporters will raise more money if they kick-off their fundraising by giving themselves a donation. For London marathon we’ve seen this boost the average raised by up to £800!

A fundraiser might not feel as proud to share their Fundraising Page when it’s sitting at £0 raised, so kicking off the donations first can help boost their confidence. If your fundraiser self donates and chooses to show their name on their donation, they prove to other donors that they’re backing themselves and are serious about the challenge ahead!

Often people don’t know what an appropriate amount is to donate. The first few donations often set the expectation from the donors that follow, so the higher the amount the better!

Or consider asking your corporate partners to make the first move.

Asking a corporate partner to pop a £5 donation onto your event participants’ pages does a few magic things:

  1. It notifies them of their first donation (this boosts activation)
  2. It gives your corporate partners a chance to show off their logo and send a message
  3. Their message is seen by the fundraiser and any future donors

3. Tell your supporters to share their Fundraising Page

Our data shows a direct link between the total number of social shares and the overall amount that people raise online. For example, when we analysed the behaviour of London and Edinburgh marathon fundraisers, those in the top 20% posted an average of 12 times, the top 5% around 20 times, and then the top 1% posted an enthusiastic 35 times!

If you’re thinking ‘how can I ask our fundraisers to share on socials 35 times?’ then don’t worry. Not every post has to be a direct ask for donations. Instead it can be an inspiring update, a countdown or information about their training. The key is that their post links back to their Fundraising Page and clearly shares what they are doing and why.

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, free, customisable images that are ready-made to share.  Promote it to your event participants to make it easy for them to share their JustGiving page.

4. Reward and incentivise your fundraisers

There are some really fun ways to motivate your fundraisers to get more online donations. So what do you need to do? Start by setting and communicating a challenge, and if your fundraisers succeed within a set time frame they will be entered into a prize draw or offered some form of reward. The desired outcome is that your supporters will feel both appreciated and motivated to increase their involvement in the campaign.

Find out how British Red Cross used a reward and recognition scheme, asking their fundraisers to raise £50 within five days.

A nice example from JustGiving is a competition we launched to encourage people to use our Strava integration. Fundraisers were asked to create a picture using only their tracked running route on Strava and then post it onto social media using the hashtag #JGStravaArt. The prize was a £500 donation to the winner’s Fundraising Page. Plus it gave fundraisers something fun to share with their friends and family… (see tip 3).

Strava Art

5. Encourage a bit of healthy competition

Using a Campaign Page to bring together your team of runners in one place is a great way to do this.

Tommy’s, the official partners of the London Landmarks Half Marathon (LLHM), had great success with their 2021 LLHM Campaign Page and have already made brilliant use of their 2022 Campaign Page for this year’s event. They’ve added engaging videos, photos and quotes to highlight the impact of their fundraisers and get ‘Team Tommy’s’ inspired ahead of event day.

Image of the Team Tommy's Campaign Page on JustGiving

Your Campaign Page leaderboard orders fundraisers by the amount they’ve raised so far and shows how close each one of them is from their target too. Point this out to your event participants to introduce a little competition – everyone would love to be on that top spot!

Quick recap: Five essential tips to help your fundraisers raise more

  1. Find out who has raised £0 (so far)
  2. Encourage your fundraisers to self-donate
  3. Tell your supporters to share their Fundraising Page
  4. Reward and incentivise your fundraisers
  5. Encourage a bit of healthy competition

Follow these simple tips and you’ll be sure to see a growth in your events income on JustGiving. Here’s a handy visual guide to helping your fundraisers achieve their targets to help you remember these ideas when planning a fundraising event.



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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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