Interview mit Jonathan Waddingham – Growing your audience with mobile and social

Fundraising Online is an online and digital fundraising conference from 21 to 22 May 2014 and offers international picture of what is happening in digital fundraising today, with fundraisers logging on from around the world to benefit from the expertise of renowned speakers from the comfort and convenience of their own home or office.

Registration for Fundraising Online closes 16:00 on 12 May 2014! Register now >>

Jonathan Waddingham

Jonathan specialises in social media integration, digital strategy and online fundraising. He’s passionate about how the social web has revolutionised the way people interact with each other and how charities can use the internet to create enormous value for them and their supporters. Having worked at JustGiving for over eight years, he leads their strategy on making the site more social, as well as managing their new crowdfunding for social good site, yimby.com.

Jonathan Waddingham is speaking in the following session on Wednesday, 21 May 2014, 09:00-10:00 (German time): “Growing your audience with mobile and social”

We have asked Jonathan some questions:

What fascinates you about digital fundraising in combination with mobile and social?

Jonathan WaddinghamGiven that people check their mobile phones many times a day, and always have it with them, charities now have an opportunity to reach their audience in a very personal setting. Add to that the fact that you can reach people via their friends, which is usually much more effective than reaching them directly, means there’s a whole new way to reach people and engage them in your cause. Mobile and social are inextricably linked because most time spent on mobiles is spent on social, so to understand one you need to understand the other.

What’s fascinating is that the two are growing at an incredible rate, so it’s a huge challenge to keep on top of the changes in adoption, the technology itself and the opportunities to integrate mobile and social together. But when you get it right, the results can be amazing. We’ve barely scratched the surface of the potential of combining mobile and social, but there have already been some amazingly creative and successful charity campaigns. And a few of the campaigns that combined mobile and social to great effect had nothing to do with charities and were started by supporters, with charities later adopting them – that’s what’s really exciting.

What is special about the Fundraising Funline in 2014?

It’s the only conference where you get to hear from fundraising practitioners from around the world, no matter where you are in the world. I know that the organising team put a lot of thought into finding a balance of speakers from different countries, and different types of organisation, so the breadth of experiences is huge and you’re guaranteed to learn something new.

Plus, being able to book a room and watch a talk with your colleagues mean more people are exposed to the information and you can discuss it straight away – so you don’t have that all-too-frequent experience of writing up lots of notes from a conference that you never share, and the things you learn never get implemented. You should totally register now, if you haven’t done so already.

What can our German colleagues learn from mobile and social?

Start with your story first. Everything starts with your cause and why you’re passionate about it. Think about your strategy for reaching people and engaging them. If it involves social, it involves mobile. So you need to think about how you can communicate your cause, your mission, your story, in the limited space you can have on a mobile phone.

Can you describe your latest appeal in a 140 character tweet? If you can’t, it’s probably too complex and you’ll limit the chance of your story spreading.

What are the first steps that our German fundraisers could take to implement these within their fundraising practice?

The most important thing to do is check how your website looks on a mobile phone or tablet. If it’s not optimised, stop what you’re doing and make plans to do so. Now. I couldn’t stress enough how important that is.

You should then do an audit of any social sharing tools you have on your websites. Click on a like button, see what content gets posted on Facebook. Click on a tweet button, see what a supporter is encouraged to tweet. If you’re not making those messages interesting and clickable by structuring the content to tell your story in a mobile friendly way and with a strong call to action, you’re limiting the impact of social.

You should also read your charity’s Facebook posts on your mobile phone and make sure they are readable and don’t force a user to click to read more to understand what you’re trying to say. Practice writing and re-writing your posts to get them as short and punchy as possible. And check the analytics for your Facebook or Twitter posts and see what type of posts are doing better (usually images), and see if you can apply your learning to your campaigns as well.

For example, if you encourage people to like your website, what’s the image that gets posted on Facebook? Is it interesting or is a squashed image of your logo? Focussing on these small details can make a big difference very quickly, and they will help you appreciate the value of a succinct story when thinking about the bigger picture.

Overview of the conference timetable in German times >

 

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