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

If creative, media and technology were bedfellows

It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.

Jason Dooris

CEO and founder, Atomic 212

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

loved the Qantas airline and hyundai one

Furqan Bin Rizwan

10 examples of virtual reality marketing in action

Read more

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

Latest Podcast

More podcasts

Sign in