Right here at JustGiving, we all know that understanding knowledge is important for fundraising success. By analysing traits, your charity can adapt extra successfully to altering circumstances.
After 20+ years and hundreds of thousands of donations made via our platform, we’ve obtained a stable grasp of the fundraising panorama. We’re at all times completely satisfied to share our findings, and that’s why we developed our quarterly JustGiving Insights webinar collection.
On this round-up, we’re placing 2023 in context with the important thing traits from the current Winter version of JustGiving Insights. If you need extra element and context, watch the webinar now on-demand.
A 12 months of Insights
We’ve cut up issues down into three key areas:
- P2P Fundraising
- Particular person Giving
- Within the Highlight: Occasion Fundraising Tendencies
We hope this report helps you make extra knowledgeable fundraising choices as we head into 2024.
Peer-to-Peer Fundraising Insights
First up, we’re overlaying all issues P2P Fundraising (peer-to-peer fundraising). This implies particular person fundraisers who acquires donations to your charity by having a minimum of one JustGiving fundraising web page.
We see all kinds of actions occurring utilizing fundraising pages, from marathons to pub quizzes and bake gross sales.
Constant Web page Activation Charges
2023 was a difficult 12 months for many individuals because of the ongoing cost-of-living disaster popping out of the COVID-19 expertise. Thankfully, web page activation charges held regular because the identical interval in 2022. This can be a promising signal that regardless of a basic tightening of belts, those that create a web page are nonetheless persevering with to see their pages ‘activated’ by receiving that all-important first donation.
Adjustments in Behaviour
It’s fascinating to notice that whereas web page values (the entire quantity raised) have stayed constant year-on-year as under…
…how charities and fundraisers get to those self same web page values has modified. In 2023 we noticed that the donation depend to fundraising pages is growing (that means extra persons are donating), however they’re selecting to donate barely lower than in 2022.
In essence, because of this fundraisers could also be having to work tougher and sharing their pages extra typically to draw extra donors to hit the identical web page worth as final 12 months.
It’s clear then, that charity stewardship, fundraiser help and encouragement are extra necessary than ever.
Common Giving to Fundraising Pages
We’re excited to see such development in common giving to fundraising pages and that this (pretty new) performance has the potential to amass new supporters to your charity.
Provided that fundraisers are working tougher to hit their targets, allow them to learn about this function and encourage them to market it. Receiving a daily donation to their web page might make all of the distinction in growing their web page worth.
The Want for Stewardship
One of many key takeaways from these findings is the continuing want for stewardship to your fundraisers. Encourage your supporters to maintain sharing their pages and to make use of all of the personalisation instruments on provide to make their web page as partaking as doable.
This fundraiser stewardship will look somewhat totally different for every charity, however we all know from expertise that engaged, well-supported fundraisers have a tendency to herald extra donations.
Particular person Giving Insights
Subsequent up, listed below are some fascinating traits associated to particular person giving. This refers to when an individual makes a direct donation to your charity through your JustGiving profile web page or Giving Checkout (which takes your donors via a customized JustGiving donation type instantly out of your web site or different exterior channels).
The Energy of Contactless
We’ve seen a gradual improve within the variety of single donations to charities since pre-pandemic instances. A lot of this improve is because of the adoption of contactless donations utilizing JustGiving’s integration with Liberty Pay, particularly throughout the festive interval.
If we exclude contactless donations from the depend, we see that the donation worth and quantity have stayed constant year-on-year. Contemplating the difficult financial instances we’re at the moment residing via, that is actually encouraging information.
Common Giving Will increase
Similar to with P2P fundraising, common giving noticed some optimistic will increase in 2023. Some key traits embody a 30% YOY development in common giving with a median month-to-month reward of £16 (£4 improve vs. pre-pandemic).
We additionally see a gradual discount in month-to-month common giving cancellations. A part of that is because of the roll-out of our direct debit providing. At this second in time, extra persons are selecting to donate small items, however extra typically.
Occasion Fundraising Tendencies
The primary two quarters of the 12 months are likely to see elevated exercise associated to fundraising occasions, and 2023 was no totally different. What’s extra, occasion fundraising noticed a 15% improve in comparison with 2022. That is an encouraging signal that charities, fundraisers, and supporters had been wanting to get out and become involved in face-to-face actions.
The under knowledge pertains to organised occasions solely – this contains occasions organised by charities or third-party occasion organisers.
Don’t Low cost Strolling and Trek Occasions
It won’t shock you to know that working occasions make up the only greatest class of fundraising pages on JustGiving. However we have now additionally seen a gradual improve in strolling and trek occasions, which will be extra accessible for households and broader age teams.
Taken collectively, these occasions make up 45% of occasion pages created on the JustGiving platform. Typically a enjoyable, community-building occasion actually could be a ‘stroll within the park’!
The Function of Digital Occasions
From 2020 to 2022, we noticed a gradual lower in common web page values for digital occasions. However 2023 noticed a small (2%) year-on-year improve over 2022. Whereas this will not appear to be a lot, we’ve additionally seen complete donations for digital occasions soar by a whopping 30%!
The decline in digital occasions is sensible because of the return of in-person occasions in 2022. However the slight improve from final 12 months appears to point that digital occasions will proceed to play a job in P2P and particular person fundraising within the years to return. Digital occasions might not at all times resonate with donors in all instances, however they need to stay an possibility in your charity’s fundraising providing.
Key Takeaways
Focus On Stewardship
Web page values are staying regular, however your fundraisers are having to share their web page extra typically to encourage these donations. Why not take a look at our on-demand webinar about utilizing JustGiving knowledge to enhance your e-mail stewardship?
Take into account Contactless Giving
If supporters have extra giving choices accessible to them, the higher the probability they may donate to your trigger. If you happen to haven’t already integrated contactless giving into your technique, you’ll be able to find out how JustGiving’s partnership with Liberty Pay may also help your fundraising.
Give Digital Occasions Some Love
It could really feel like we’re ‘again to regular’ in some methods, however the world is just not the identical because it was earlier than the pandemic. Digital occasions at the moment are part of the fundraising ecosystem. If you happen to’re not already incorporating them into your fundraising efforts, now’s the time to consider doing so.
There’s a lot extra to dig into by watching the Insights webinar itself. Which concepts and traits stand out most to you? Tell us within the feedback under!
