JustGiving taps into social trend with Care button for charities

New button will allow consumers to show their support for charities and fundraisers on the digital portal, and will give charities new insight into consumer behaviour, company claims

JustGiving Care button launches
JustGiving Care button launches

Charity giving community portal, JustGiving, has launched a ‘Care’ social button for donation sites in a bid to make the experience more personal for consumers.

Described as a “new social currency”, the button enables a user to show their support for a cause on any charity profile participating in the digital platform.

The Care button will be rolled out across charity pages on JustGiving over the next few weeks, and can also be embedded in a charity’s website to allow followers to express their support. A closed beta trial with several external charity sites will be launched in coming weeks.

“Today’s digital natives interact with organisations through a wide spectrum of online engagement,”

JustGiving product manager, Jonathan Waddingham, said in a statement. “Building these long-term, ongoing relationships with supporters is going to be absolutely critical for charities who want to attract the next generation of givers.

“The Care button allows you to publically express what you care about, and inspire others to do the same, and it is a way for donors to personalise their experience on JustGiving.”

Cancer Research UK is one of the first in a small group of charities to trial the button. Its head of digital, Michael Docherty, saw the initiative as a way to extend social conversations with consumers.

“Cancer Research UK saw the value in building a community on social media very early on and we now have an extremely engaged core of online supporters,” Docherty stated in a blog post marking the launch.

“This is a totally new way to connect with us and show support, forming the basis for a long-term relationship which will help us to beat cancer sooner.”

JustGiving said it plans to give charities data insights into who has clicked the button as a way of further increasing their reach and growing their supporter community.

JustGiving raised $490 million for charities through its digital portal in 2013, and has chalked up 24 per cent year-on-year growth. Since its launch in 2001, it claims to have raised $2.6 billion for more than 13,000 charities. The company is funded by charging a small fee on donations made on the site.

“Care is part of a raft of changes on the way at JustGiving, as we enter a period of high growth in the Asia-Pacific region,” country director, Nikki Kinloch, said in a statement.

Last month, the company opened up global APIs, giving charity app developers the ability to link to its platform and embed digital donations capabilities.

One of the first companies to utilise the API was Australian health promotion charity, Hearts4Heart, for its Million Beats mobile app. Other brands using the API include Spotify’s ‘Guilty Pledgers’ app, and Cancer Research UK’s ‘Race for Life app.

JustGiving also officially launched its GiveGraph proprietary platform, which charts giving behaviours globally, in June.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Read more: Friday infographic: Who rules social channels for marketing, customer service?

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Building e-motional connections with customers

The warm weather is upon us. It’s a time of year often associated with the blossoming of love and relationships, which has me thinking about how marketing has leaped forward in its ability to build emotional connections with customers.

What happens when the 'market' becomes a 'customer'?

One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”

3 Metrics to measure B2B content marketing ROI

Content marketing has become a key pillar for marketing departments of all sizes across the world. But how do you measure – and ultimately prove – the effectiveness of the time, money and energy spent on content marketing?

Pardon the delay here, but thanks for mentioning Framed here, Nadia. We're excited to be working in this space, open to connecting if you...

Tim Wut

Predictive analytics for the masses gets closer as vendors ramp up investments

Read more

Customer Identity Management is becoming critical for enterprise companies looking to create meaningful interactions with their customers...

Michael Mitrakos

Customer identity management as a revenue driver for CMOs

Read more

Informative comments , I loved the info , Does anyone know if my assistant could get ahold of a blank 2011 IRS 8804 - Schedule A document...


Telstra unveils fresh digital content media services

Read more

So, the one thing I would say is .. the customer already has a voice, whether you wanted them to have one or not .. and they have a platf...

Paul Gilbert

Why digital strategy equals customer experience

Read more

Appliances online are doing a good job online, but they're still not giving customers a truly powerful online experience in my view. Wher...

Graham Howlett

Navigating the future of omni-channel retailing

Read more

Latest Podcast

More podcasts

Sign in