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Infograph: Facebook predicted to drive 50% of online fundraising donations by 2015


By Ishbel Macleod, PR and social media consultant

November 10, 2011 | 2 min read

Twitter users are the most generous charitable givers on social media but Facebook users are more frequently persuaded to give, according to research by JustGiving.

According to JustGiving’s own data, the value of a donation made by a donor coming from Twitter is on average £30.26, followed by YouTube (£28.77), Linked-In (£25.21), Facebook (£18.33), with Google+ at £17.77.

Donations driven from Facebook make up over a quarter of all donations made on JustGiving in September 2011 – a rise of 130% over the past year, compared to Twitter driving less than 1%. The online charitable giving platform has predicted that by 2015, half of donations will be driven through Facebook.

JustGiving, which this week launched a Facebook app, noted that those who donate to charity directly through Facebook using an app donate an average of £26.45, over 44% more than those who are asked to click through to another website.

Elizabeth Kessick, head of insight at JustGiving, said: “These figures are a fascinating insight into the impact of social networks on the way we give to charity. Third sector organisations should ignore social media at their peril as this data shows that social giving is an increasingly important driver for donations. The good news is that it’s also a very cost-effective way for charities to canvass for support, and using the JustGiving app for Facebook, charities can make it easy for their fans to translate their good will into an active donation.”

Early adopters of the new app include War Child, the Dog’s Trust and the Rett Syndrome Research Trust UK.

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