Online Fundraising 19th November 2008 Sue Fidler, Director, Sue Fidler Ltd 19th November 2008

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

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

Some facts and figures Given to charity: Total 16-24 25-34 35-44 45-54 55-64 65+ 12 months 15% 18% 19% 16% 11% 14% 10% Of whom 3 months 79% 77% 74% 73% 81% 86% 82%

Great ROI

So how do you make it work?

- Planning - Integration - Ease of Use

Thinking it Through… Objectives Audience On/Offline integration Ways to give Tools and Data What works and What Doesn't

Objectives and Audience

Back to Basics AGE ENQUIRER SINGLE GIFT REGULAR GIFT LEGACY

Back to Basics SILVER SURFERS BUSINESS USERS EARLY ADOPTERS WEB GENERATION EARLY ADOPTERS BUSINESS USERS SILVER SURFERS

HIGHEST INCOME MIDDLE INCOME LOWEST INCOME

Potential Online Supporters Higher than average income Give higher than average gifts Busy active lives – cash rich - time poor Demand information Expect good service, fast/ instant response Expect personalisation and options Read email before snail mail and news online

Basic Rules Informative website Collect names and emails on EVERYTHING Online options on all offline materials Offer every way to give Put ASK or ACTION at the top of the site Make it a one click activity

improve supporter interaction? So how can we improve supporter interaction?

Make it easy Make it obvious

Donate Sign Up Many ways to give

Integrated Communications Check what comms ALL departments are doing Plan timeframe to include: organisational material (annual report) offline magazines offline dM email newsletters campaigns Synchronise comms and asks

Future Communications Traditional appeal Reminder Teaser Ask

1p Online users open email before post Ask EMAIL Teaser EMAIL Reminder Future Communications Online users open email before post Ask EMAIL Teaser EMAIL Reminder 1p

Integrate on-line and offline messages Future Communications Integrate on-line and offline messages Magazine Above the line TV EMAIL Teaser Ask EMAIL Reminder Action on website Email newsletter Story

Which types of Fundraising work online?

Which types of Fundraising? DM - donor choice – some people want to give online - represent all appeals online – build trust - have segment specific URL on DM leaflet with segment specific landing page

Which types of Fundraising? Events - perfect tool to recruit and manage event participants from FLM to climbing Everest - great for giving each participant a personal fundraising page to tell their friends - saves a huge amount of admin of scrappy sponsorship forms and cash - gift aid is possible on all gifts

Which types of Fundraising? Online Shopping - Christmas or all year - Direct sale or through a fulfilment company 22 millions people shop online – average spend £647 in 6 months

Which types of Fundraising? Online Auctions - ebay have special charity auction system run by missionfish www.missionfish.org.uk - Sellers can also opt to donate a % of their sale to the charity of their choice

Which types of Fundraising? Online Raffles and Lotteries - low set up cost - no admin costs - instant winner information - very high ROI

Which types of Fundraising? Affiliate Marketing - directing traffic to a shopping site for pennies - downside – once they buy the shopping site will contact them direct

Which types of Fundraising? Click to Give - corporate sponsorship of a fixed donation - charity recruits ‘clickers’ - click per day raises small sum per click - needs to go viral or hit huge market

Which types of Fundraising? Search Engine Users - get staff, volunteers, supporters, corporates schools and beneficiaries to use the search engine and every click raises money - everyclick donates - averages £16 per person pa

Which types of Fundraising? Legacies In Memoriam In Celebration Wedding Lists

Which types of Fundraising? Trusts/Grants - traditionally send out box of info to funders which is immediately out of date - online you send out a link to a trust page and direct them to an updated and detailed page of information

Which types of Fundraising? Corporates - online profile is perfect ‘thank-you’ mechanism - great development tool for employee fundraising via web and intranet sites - free to give and click to give opportunities

Which types of Fundraising? Regional and Community - brilliant for community building and contact - collect regional and community group income - give positive feedback on group events – donors love recognition of their efforts - cheap and easy way to tell supporters how to develop and manage local fundraising with a fundraising toolkit

Which Types of Fundraising? Payroll Gifts in kind Shares Time Even if you never get any via the web it gives the perception of donor choice

Tools and Data

Getting technical Payment providers: Credit Cards Debit Cards Repeat Card Payments Direct Debit PayPal

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 Email replies PCI registration (http://www.ctt.org/documents/charity_payments.pdf) Having all forms of payment in one place?

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

What Works and What Doesn’t

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”

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

Concentrate on KISS Easy to find (direct URLs) Good copy Simple forms Fewer clicks

- Planning - Integration - Ease of Use Are critical

Free Report: Passion, persistence, and partnership: the secrets of earning more online 4 page summary and 40 page report available at: www.nfpsynergy.net

Sue Fidler Director Sue Fidler Ltd sue@suefidler.com www.suefidler.com www.charityemail.co.uk