The Children’s Society, which works to ensure young people are happy, valued and respected, is looking to make giving more personally relevant and transparent.
At its 2012 Annual Key Supporter Conference, The Children’s Society received some important feedback: supporters said they wanted a better understanding of how donations are spent, and how their gifts actually make a difference.
Faced with dwindling donations from existing supporters, and like many charities finding it challenging to attract new ones, the Children’s Society identified a need to make giving more personally relevant, showing donors the impact they have at a local level.
Initially centred around an existing project in Newcastle working with young runaways, the solution will use mobile, web, app and widget technology to give supporters a real-time thank you and update on the difference their donation is making from a local project worker.
The donor will then have the option of getting updates on the progress of the young person they’re supporting (including video diary entries from the project worker) in a timeframe and via a medium that suits them.
To achieve this, The Children’s Society has engaged with a number of key partners, including Innovation in Giving awardee The Giving Lab, who will help design the technical back-end and whose apps will be used to collect donations and deliver updates; Sky New Media, who will share their expertise on real-time interactions; and more.
Following the pilot in Newcastle, The Children’s Society aims to roll out the service to a further 10 UK sites, as well producing a toolkit to enable other charities to implement the idea.
“It’s a chance to convert a one-off donation into a long-term relationship,” says Gillian Claughter, Director of Regional Fundraising and Development at the Children’s Society.
The Children’s Society has been awarded £120,000 to cover staff salaries, the technical design of the product, evaluation and overheads.