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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Ryota Miyagi

Brene Brown: What it takes to be a brave leader right now

Read more

Well said! It is high time to look into the cultural values and beliefs of the audience before serving with the ads. If it is against the...

Praveen Kumar

The X factor in multicultural media planning and buying - Digital advertising - CMO Australia

Read more

I completely agree with you. High-quality customer service only strengthens loyalty to the company and helps to increase sales and increa...

Natali

Mercer CMO: How B2B brands can achieve customer love

Read more

I can imagine Google just not providing hits for these business.They need Google more than Google needs them.What about all the other sea...

Michael Hackett

Google hits out at ACCC draft code of conduct for news media negotiations

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in