Online Fundraising How to Make it Work 20 th October 2008 Sue Fidler, Director, Sue Fidler Ltd

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #2 Online Fundraising – How to make it work Some facts and figures More than 70% of people in the UK have internet access. 2/3 at home More than 40% have bought something online in the last 6 months 30% use internet banking

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #3 Online Fundraising – How to make it work

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #4 Online Fundraising – How to make it work Some facts and figures 15% of internet users have given to charity online in the last 6 months – 78% single gifts – 1/6 direct debit

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #5 Online Fundraising – How to make it work Some facts and figures Given to charity: Total months15% 18% 19% 16% 11% 14% 10% Of whom 3 months79% 77% 74% 73% 81% 86% 82%

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #6 Online Fundraising – How to make it work Great ROI

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #7 Online Fundraising – How to make it work So how do you make it work?

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #8 Online Fundraising – How to make it work Planning is critical, without it the campaign will fail

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #9 Online Fundraising – How to make it work Planning Objectives Audience Ask/Copy On/Offline integration Tools Data Ways to give

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #10 Online Fundraising – How to make it work Tools Website – attractive, inviting and easy to use – regular, engaging, using your stories Payment mechanisms – donor choice, easy to use, minimum clicks Managing Data – integrating on and offline, reporting

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #11 Online Fundraising – How to make it work Ways to give Having a donate button is not enough

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #12 Online Fundraising – How to make it work Ways to give: Credit and debit cards CAF cards Direct Debit Don’t forget to tell them how to give offline

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #13 Online Fundraising – How to make it work Ways to give: Sponsorship – events – animals, people, things, places

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #14 Online Fundraising – How to make it work Ways to give: Shopping – charity shop – Christmas cards – auctions – affiliate marketing 22 millions people shop online – average spend £647 in 6 months

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #15 Online Fundraising – How to make it work Ways to give: Search engines Partnerships Click to give Facebook/Bebo/Myspace

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #16 Online Fundraising – How to make it work Ways to give: Payroll Legacies Gifts in kind Shares Time Even if you never get any via the web it gives the perception of donor choice

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #17 Online Fundraising – How to make it work Getting technical Payment providers: –Charity specific or e-commerce? –Cards and direct debits? –Gift Aid –Data Protection –Brand management – Template Control –Whose URL –Thanking and banking – replies –PCI registration Having all forms of payment in one place?

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #18 Online Fundraising – How to make it work Getting technical Back office integration –Can your database provide online payment collection? –Can you link to your database –Data integration –Data import Do you want donor self management?? ie - change of address? - see their donation/event/shopping history

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #19 Online Fundraising – How to make it work The Problems Staff buy in Budget Resources Knowledge Skills Management support Data integration

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #20 Online Fundraising – How to make it work What doesn’t work “Build and they’ll come” Flat, unsympathetic asks SHOUTING AT PEOPLE A donate button Complex or difficult forms Multiple clicks Not being able to find the “ways to give”

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #21 Online Fundraising – How to make it work What works Engaging with supporters Using stories and UGC Allowing them to feel part of something Knowing who they are and what they want Making friends Being informal Integrating on and offline messages Offering multiple ways to give Facilitating easy giving mechanisms

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #22 Online Fundraising – How to make it work Concentrate on KISS –Easy to find (direct URLs) –Good copy –Simple forms –Fewer clicks

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #23 Online Fundraising – How to make it work Free Report: Passion, persistence, and partnership: the secrets of earning more online 4 page summary and 40 page report available at:

Blackbaud’s Conference for Not-for-profits — London | Sue Fidler | Page #24 Online Fundraising – How to make it work Sue Fidler Director Sue Fidler Ltd