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

2. 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

3. 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

4. Some facts and figures Given to charity: Total
12 months 15% 18% 19% 16% 11% 14% 10%
Of whom
3 months 79% 77% 74% 73% 81% 86% 82%

5. Great ROI

6. So how do you make it work?

7. - Planning
- Integration
- Ease of Use

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

9. Objectives and Audience

10. Back to Basics
AGE
ENQUIRER
SINGLE GIFT
REGULAR GIFT
LEGACY

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

12. HIGHEST INCOME
MIDDLE INCOME
LOWEST INCOME

13. 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 before snail mail and news online

14. 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

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

16. Make it easy
Make it obvious

17. Donate
Sign Up
Many ways to give

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

22. Future Communications
Traditional appeal
Reminder
Teaser
Ask

23. 1p Online users open email before post Ask EMAIL Teaser EMAIL Reminder
Future Communications
Online users open before post
Ask
Teaser
Reminder 1p

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

25. Which types of Fundraising
work online?

26. 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

29. 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

31. 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

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

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

37. 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

38. 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

39. 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

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

43. 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

45. 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

47. 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

49. 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

50. Tools and Data

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

52. 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?

53. 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

54. What Works and What Doesn’t

55. 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”

56. 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

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

58. - Planning
- Integration
- Ease of Use
Are critical

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

60. Sue Fidler Director Sue Fidler Ltd sue@suefidler.com www.suefidler.com