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Right here at JustGiving, we all know that understanding information is crucial for fundraising success. By analysing traits, your charity can adapt extra successfully to altering circumstances.Â
After 20+ years and tens of millions of donations made by means of our platform, we’ve acquired a strong grasp of the fundraising panorama. We’re at all times joyful to share our findings, and that’s why we developed our quarterly JustGiving Insights webinar sequence. Â
On this round-up, we’re placing 2023 in context with the important thing traits from the latest Winter version of JustGiving Insights. If you need extra element and context, watch the webinar now on-demand.Â
A Yr of Insights
We’ve break up issues down into three key areas:
- P2P Fundraising
- Particular person GivingÂ
- Within the Highlight: Occasion Fundraising DevelopmentsÂ
We hope this report helps you make extra knowledgeable fundraising selections as we head into 2024.Â
Peer-to-Peer Fundraising Insights
First up, we’re masking all issues P2P Fundraising (peer-to-peer fundraising). This implies particular person fundraisers who gathers donations on your charity by having no less than one JustGiving fundraising web page.Â
We see all kinds of actions taking place utilizing fundraising pages, from marathons to pub quizzes and bake gross sales.Â
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 common 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.
Modifications in Behaviour
It’s attention-grabbing to notice that whereas web page values (the whole quantity raised) have stayed constant year-on-year as beneath…
…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 rising (which means extra individuals are donating), however they’re selecting to donate barely lower than in 2022.Â
In essence, which means fundraisers could also be having to work more durable and sharing their pages extra usually to draw extra donors to hit the identical web page worth as final 12 months. Â
It’s clear then, that charity stewardship, fundraiser help and encouragement are extra vital than ever.  Â
Common Giving to Fundraising PagesÂ
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 on your charity. Â
On condition that fundraisers are working more durable to hit their targets, allow them to find out about this characteristic and encourage them to put it on the market. Receiving an everyday donation to their web page may make all of the distinction in rising their web page worth. Â Â
The Want for Stewardship
One of many key takeaways from these findings is the continued want for stewardship on your fundraisers. Encourage your supporters to maintain sharing their pages and to make use of all of the personalisation instruments on supply to make their web page as participating as attainable.  Â
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 attention-grabbing traits associated to particular person giving. This refers to when an individual makes a direct donation to your charity by way of your JustGiving profile web page or  Giving Checkout (which takes your donors by means of a personalized JustGiving donation type instantly out of your  web site or different exterior channels).Â
The Energy of Contactless
We’ve seen a gentle 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. Â
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 present residing by means of, that is actually encouraging information.Â
Common Giving Will increase
Identical to with P2P fundraising, common giving noticed some constructive will increase in 2023. Some key traits embody a 30% YOY development in common giving with a median month-to-month present of £16 (£4 improve vs. pre-pandemic).
We additionally see a gentle 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 individuals are selecting to donate small presents, however extra usually.Â
Occasion Fundraising Developments
The primary two quarters of the 12 months are inclined 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 have been desirous to get out and become involved in face-to-face actions. Â
The beneath information pertains to organised occasions solely – this consists of occasions organised by charities or third-party occasion organisers.Â
Don’t Low cost Strolling and Trek Occasions
It may not shock you to know that operating occasions make up the one largest class of fundraising pages on JustGiving. However we’ve additionally seen a gentle improve in strolling and trek occasions, which will be extra accessible for households and broader age teams. Â
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’!Â
The Function of Digital Occasions
From 2020 to 2022, we noticed a gentle 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 whole donations for digital occasions leap 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. Â
Key Takeaways
Focus On Stewardship
Web page values are staying regular, however your fundraisers are having to share their web page extra usually to encourage these donations. Why not try our on-demand webinar about utilizing JustGiving information to enhance your e mail stewardship?Â
Take into account Contactless Giving
If supporters have extra giving choices accessible to them, the better the chance they may donate to your trigger. In case you haven’t already integrated contactless giving into your technique, you may find out how JustGiving’s partnership with Liberty Pay might help your fundraising.Â
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. In case you’re not already incorporating them into your fundraising efforts, now’s the time to consider doing so. Â
There may be 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 beneath!Â
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