Our numbers show that when someone receives their first donation to their Fundraising Page, it’s a BIG DEAL. In fact, the earlier someone gets their first donation, the more they go on to raise – when we dug into the numbers for the UK’s largest fundraising event, the London marathon, we found that when someone gets their first donation around three months before the event they’re taking part in, they can raise about £800 more than someone who gets their first donation two to four weeks before!
And when you think about it, it makes complete sense – firsts are pretty important… First step, first goal, first job, first kiss 😉 Achieving something for the first time is awesome and it sparks a chain reaction to do more. That’s what getting their first donation is like for a fundraiser. It builds confidence and inspires them to raise more money.
If you’ve got five, 10, 20 or 100 people taking part in the event, helping each of them raise £800 more.. Well, that soon adds up!
Why we obsess about the first donation
Helping people get their first donation as early as possible is something we obsess about here at JustGiving. We’ve even got a fancy name for it internally – activation rate, which is basically the percentage of all Fundraising Pages that have received at least one donation. For example, for last year’s London marathon we achieved a 90% activation rate.
Check out our handy timeline for page activation with tips for you to follow when there’s 12 weeks to go until your event.
How can you measure the impact of changing your event’s activation rate?
The Sophie Model was created by one of our lovely colleagues, Sophie.
She works directly with our charity members, helping them to get the most out of their event fundraising and she’s created a tool that shows you just how much more your charity could be raising from your events by moving one of three key levers:
– The number of Fundraising Pages created
– The number of Fundraising Pages that are activated with a donation
– The total raised by each Fundraising Page
All you need to do is change the value in either the highlighted columns to see the difference it could make to your charity.
Want more tips to help you raise more money?
Visit our charity resources hub to get quick and easy tips you can implement today. It’s full of ideas to help you save time and raise more money, as well as ready-made advice articles you can share with your supporters – this fundraising A-Z and a guide to making the perfect Fundraising Page are our particular faves. Enjoy!