Earlier this year I found a little research project that Eventbrite had done on their own website. It proved the value of a share – for example every share of a purchase for a ticket to a consert or charity event produces 12 new dollars of revenue. Now, those of you who have heard one of my talks since then, have heard my rant on how on earth we are content to just have that little “f” or “t” in a quiet little corner of our websites if we know that each time someone pushes that button it gives us 12 new dollars. Why then, are we not actively asking people to share?!
It has, until recently, however just been my hypotheses that a more active pursuit of sharing would lead to to more revenue. But lo and behold; it is now Myth Confirmed.
Turns out JustGiving read the same article as I did, or at least thought of the same hypotheses, and decided to turn theory in to practice with some amazing results. For some time now, they have given donors little nudges and encouraged them to share the fact that they have donated to their friends, and telling them that this increases the chances of raising even more money.
The first month after these features were rolled out saw a 50 % increase in sharing! That in it self is great, meaning that their message have been spread much further than before. But the other number, the real number, the one we all care about, is even more amazing. This increase of sharing lead to an increase of 150.000 pounds in donations. £150.000! In one month!! We are talking real cash here. My rants are only going to get worse from now on. If I catch any of you without a rather prominent sharing-ask, I am going to smack you on the head.
And there is no reason to believe that this only applies to concert tickets and charity. If you ask someone – in the right way – to post a photo of the amazing shoes they just bought in your store, I’m pretty sure they will. You would probably appeal to their sense of pride and wish to brag, rather than their concience, but you get the picture. You’re losing money not asking people to share.
This is a great infographic from JustGiving, showing in detail how the money comes from different social websites. It also shows some very interesting differences in the average amount donated from the different sites and across different platforms. I am particularly curious to see some more intel on why there is such a big difference on the different average amounts from facebook desktop, facebook mobile and facebook app.
And below you can see Jonathan Waddingham’s full presentation of the sharing-project, source of the facts I’ve stated above!
Since the tiny little share-button on this blog is obviously not enough: Please show your friends how smart and knowledgeable you are by sharing this blogpost to your networks;)