Secrets of the top 100 fundraising pages


Top 100 online fundraising pages

Our top 100 fundraising pages for the first half of 2013 have collected more than 100,000 online donations between them. That averages out to over 1,000 donations per page!

The top 100 pages aren’t only raising money for large charities – we’ve also found super-successful pages for smaller charities like Abbie’s Army and Woking Hospice. So whether you’re a small charity or a big one, anything’s possible.

Here’s our take on how your charity could get into the top 100.

Get companies involved – donations pile up on corporate fundraising pages

Work with your corporate connections to create fun company campaigns that can be easily shared throughout the office. It doesn’t have to be a corporate endurance event – dress down Fridays and talent competitions work just as well.

Fact: 14% of the most popular online fundraising pages in 2013 are linked to a company. Check out Visa Europe’s dress-down Friday fundraising and Hiscox’s mountain climbing team. Leukaemia and Lymphoma Research supported the Hiscox team by featuring them heavily on their blog and using great photos and storytelling.

Unique events have a better chance of getting attention

Forget the usual massive organised events – go original instead. Create your own unique fundraising ideas or, better yet, reach out to your supporters who are fundraising ‘off the beaten trail’. Keep an eye on the online fundraising pages where your users have created their own events and make some noise about the best ones.

Fact: 87% of the events linked to the top 100 pages have been created by a person or a charity and these aren’t big organised running events. Some of them are really creative, such as sketching 100 animals in 100 days or running a Peter Rabbit (TM) Easter egg hunt.

Communities drive donations through the network effect

If you’ve got fundraising pages with a link to an online community within Facebook, Twitter, or YouTube, get involved. Watch the online donations grow and use these community links to feed back on the fundraising appeal and spread the word.

Fact: 11% of our top pages were linked to a community based on Facebook, YouTube or Twitter. Spreading the word through these communities really helps the donations grow.

Young people are fantastic fundraisers, so keep an eye open for their fundraising efforts

People love to support young people who are going out of their way to make a difference for charity.

Fact: Children and young people have great, creative fundraising ideas and are overrepresented in our top 100 pages. Two excellent examples from our list are teenagers Em and Kate, who raised money for disadvantaged women through a five day famine, and Ella (age 10) and Oliver (age 7) who raised money for the Motor Neurone Disease (MND) Association in memory of their grandfather by creating 1 million virtual cupcakes. The MND Association did a great job of publicising Ella and Oliver, by featuring them on their website, tweeting about them,  and sharing their story on the MND Association Facebook timeline.

Take a look at Ella and Oliver’s video:

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How have you helped support your fundraisers? Share your stories below.

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Elizabeth helped transform JustGiving from a tiny start-up in 2001 into becoming the world's largest online fundraising community. As head of insight she’s responsible for understanding the behaviour and needs of JustGiving’s 13 million + users.