The 5 Pillars of Online Fundraising Sue Fidler

The 5 Pillars of Online Fundraising Sue Fidler, Director, Sue Fidler Ltd 18 th June 2009

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 - Audience - Ask - Ease of Use - Donor Choice Sue Fidler Ltd

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

Online Fundraising – How to make it work Planning… ¢ ¢ ¢ ¢ ¢ Objectives Audience Ask On/Offline integration User journey Ways to give Tools Thanking and banking Data management Feedback Sue Fidler Ltd

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

Online Fundraising – How to make it work Make it easy - 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 User journey Where have they come from? What have they seen? Sue Fidler Ltd

Online Fundraising – How to make it work Where have they come from? Appeal specific URL Appeal Branded Donate page Sue Fidler Ltd

Online Fundraising – How to make it work Where have they come from? FULL STORY (WEB COPY) Donate Sue Fidler Ltd

Online Fundraising – How to make it work Where have they come from? Homepage ASK/STORY (WEB COPY) Donate Sue Fidler Ltd

Online Fundraising – How to make it work Where have they come from? EMAIL ASK/STORY (WEB COPY) Donate Sue Fidler Ltd THE SAME COPY? ? ?

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

Online Fundraising – How to make it work Ease of Use: - Can they find it? - Is appeal on homepage - Are buttons obvious/above the fold - Appeal specific URL 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 Donor Choice Sue Fidler Ltd

Online Fundraising – How to make it work I would like to hear from charity X by: – Post – Email – Phone Sue Fidler Ltd

Online Fundraising – How to make it work Payment types: – – – Credit Cards Debit Cards Repeat Card Payments Direct Debit Pay. Pal – Don’t forget: » Offline DD form/Standing Order » Postal address » Phone number » Help line? Sue Fidler Ltd

Online Fundraising – How to make it work Donor Choice – Offering alternate ways to give Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Donor Choice – Events – have you thought of them all Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Donor Choice – Shopping Sue Fidler Ltd

Online Fundraising – How to make it work Online Shopping - Christmas / all year - Direct or through a fulfilment company - Affiliate marketing - Charity Credit Card 22 million 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 Online Shopping - Mothers’ day - Valentines day - Easter - Fathers’ Day ? ? Chocolate, flowers, specialities, books. . Sue Fidler Ltd

Online Fundraising – How to make it work Online Auctions - ebay charity auctions run by missionfish www. missionfish. org. uk - Sellers can also opt to donate a % of their sale to the charity of their choice - Have a page telling them HOW TO DO IT - Volunteer ebayers? Sue Fidler Ltd

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

Online Fundraising – How to make it work Click to Give / Matched Giving - corporate sponsorship of a fixed donation - charity recruits ‘clickers’ or givers - click per day raises small sum per click Sue Fidler Ltd

Online Fundraising – How to make it work Search Engine Users - staff, volunteers, supporters, corporates schools and beneficiaries to use - averages £ 16 person pa Sue Fidler Ltd

Online Fundraising – How to make it work Include: ¢ Donate a mobile / Stamps / printer cartridges ¢ ¢ Payroll Gifts in kind Shares ¢ Time ¢ Sue Fidler Ltd

Online Fundraising – How to make it work Even if you never generate these gifts via the web it gives the perception of donor choice Sue Fidler Ltd

Online Fundraising – How to make it work 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 - allows you to say thank you Sue Fidler Ltd

Online Fundraising – How to make it work Sue Fidler Ltd

Online Fundraising – How to make it work Corporates/ Regional& Community - 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 The Problems • Staff buy in • Budget • Resources • Knowledge • Skills • Management support • Data integration Sue Fidler Ltd

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” Sue Fidler Ltd

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 Sue Fidler Ltd

Online Fundraising – How to make it work 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