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.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Marketers are driving our innovation ecosystem

The Government's newly released National Innovation and Science Agenda shows that for economic growth to continue within Australia, an 'innovation ecosystem' must be fostered, where new businesses with new ideas are encouraged to grow and flourish. With every company wanting to increase, retain or improve their customers’ experiences, this makes marketing vital to fuelling Australia's ideas boom.

Lee Tonitto

CEO, Australian Marketing Institute

Putting experience design and strategy in the spotlight

​A few years ago, there was lots of chatter about the elusive UX unicorn; a mythical person capable of delivering everything from research to design to development. It became an obsession for the industry, sparking debate about whether this was the metaphor for how unreasonable our expectations of designers had become, while some felt it was what all designers should be aspiring to.

Tracy Brown

Experience design strategy director, DT

Making sense of artificial intelligence

When new trends and technologies burst onto the marketing scene, there’s always a frantic effort to either keep up or provide guidance, especially when serious amounts of money are involved. It happened with social media, it happened with personalisation and big data, and it’s happening now with artificial intelligence.

Phil Whitehouse

Asia-Pacific innovation lead, DigitasLB

Martech will definitely make everything better especially when it comes to marketing and sales. Any business not comfortable with it shou...

TapAnalytics

Marketo’s CEO talks martech industry consolidation and his enterprise customer ambitions

Read more

You can also try this leads to revenue calculator tool (it's free): https://www.strategic-ic.co.uk...

Fes Askari

​The dangers of misaligning your marketing budget with business goals

Read more

“We wanted to provide was a way for a customer to have a seamless experience as they went across channels,” Marrocco added. “So if your c...

Sarah

​Telstra’s mission to match the offline experience with online customer service

Read more

You have the right to know what happened that made AI possible, after all these years.I discovered and patented statistics on unstructure...

Ilya Geller

Making sense artificial intelligence - Food for thought - CMO Australia

Read more

I hope this trickles down to job opportunities and more analytics based careers on the government.

Ale Xandra

Australian Open details data analytics improvements driving digital fan engagement

Read more

Latest Podcast

More podcasts

Sign in