Online Fundraising Sue Fidler Director Sue Fidler Ltd

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

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 ¢ Sue Fidler Ltd 30% use internet banking

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 Sue Fidler Ltd

Online Fundraising – How to make it work 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% Sue Fidler Ltd

Online Fundraising – How to make it work Great ROI Sue Fidler Ltd

Online Fundraising – How to make it work So how do you make it work? Sue Fidler Ltd

Online Fundraising – How to make it work - Planning - Integration - Ease of Use Sue Fidler Ltd

Online Fundraising – How to make it work Thinking it Through… ¢ ¢ ¢ Objectives Audience On/Offline integration Ways to give Tools and Data What works and What Doesn't Sue Fidler Ltd

Online Fundraising – How to make it work Objectives and Audience Sue Fidler Ltd

Online Fundraising – How to make it work Back to Basics LEGACY AGE REGULAR GIFT SINGLE GIFT ENQUIRER Sue Fidler Ltd

Online Fundraising – How to make it work Back to Basics SILVER SURFERS BUSINESS USERS EARLY ADOPTERS WEB GENERATION Sue Fidler Ltd

Online Fundraising – How to make it work HIGHEST INCOME MIDDLE INCOME LOWEST INCOME Sue Fidler Ltd

Online Fundraising – How to make it work 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 Sue Fidler Ltd

Online Fundraising – How to make it work 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 Sue Fidler Ltd

Online Fundraising – How to make it work So how can we improve supporter interaction? Sue Fidler Ltd

Online Fundraising – How to make it work Make it easy Make it obvious Sue Fidler Ltd

Online Fundraising – How to make it work Donate Sign Up Many ways to give Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Integrated Communications • Check what comms ALL departments are doing • Plan timeframe to include: • organisational material (annual report) • offline magazines • offline d. M • email newsletters • campaigns • Synchronise comms and asks Sue Fidler Ltd

Online Fundraising – How to make it work Future Communications Traditional appeal Teaser Sue Fidler Ltd Ask Reminder

Online Fundraising – How to make it work Future Communications Online users open email before post EMAIL Teaser 1 p Sue Fidler Ltd Ask EMAIL Reminder 1 p

Online Fundraising – How to make it work Future Communications Integrate on-line and offline messages Magazine EMAIL Teaser Email newsletter Sue Fidler Ltd Above the line Ask Action on website TV EMAIL Reminder Story on website

Online Fundraising – How to make it work Which types of Fundraising work online? Sue Fidler Ltd

Online Fundraising – How to make it work 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 Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work 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 Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work 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 Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work 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 Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Which types of Fundraising? • Online Raffles and Lotteries - low set up cost - no admin costs - instant winner information - very high ROI Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work 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 Sue Fidler Ltd

Online Fundraising – How to make it work 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 Sue Fidler Ltd

Online Fundraising – How to make it work 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 person pa Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Which types of Fundraising? • Legacies • In Memoriam • In Celebration • Wedding Lists Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work 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 Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work 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 Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work 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 Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work 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 Sue Fidler Ltd

Online Fundraising – How to make it work Tools and Data Sue Fidler Ltd

Online Fundraising – How to make it work Getting technical ¢ Payment providers: – – – Sue Fidler Ltd Credit Cards Debit Cards Repeat Card Payments Direct Debit Pay. Pal

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

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 Sue Fidler Ltd

Online Fundraising – How to make it work What Works and What Doesn’t Sue Fidler Ltd

Online Fundraising – How to make it work What doesn’t work ¢ ¢ ¢ ¢ Sue Fidler Ltd “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”

Online Fundraising – How to make it work What works ¢ ¢ ¢ ¢ ¢ Sue Fidler Ltd 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

Online Fundraising – How to make it work Concentrate on ¢ KISS – – Sue Fidler Ltd Easy to find (direct URLs) Good copy Simple forms Fewer clicks

Online Fundraising – How to make it work - Planning - Integration - Ease of Use Are critical Sue Fidler Ltd

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: www. nfpsynergy. net Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Director Sue Fidler Ltd sue@suefidler. com www. charityemail. co. uk Sue Fidler Ltd