Assessment of Technical Projects for American Red Cross

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

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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

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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
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Great ROI
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So how do you make it work?
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- Planning - Integration - Ease of Use
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Thinking it Through

• Objectives
• Audience
• On/Offline integration
• Ways to give
• Tools and Data
• What works and What Doesn't

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Objectives and Audience
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Back to Basics
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Back to Basics
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HIGHEST INCOME
MIDDLE INCOME
LOWEST INCOME
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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

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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

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So how can we improve supporterinteraction?
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Make it easy Make it obvious
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Donate
Sign Up
Many waysto give
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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

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Future Communications
Traditional appeal
Ask
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Future Communications
Online users open email before post
Ask
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Future Communications
Integrate on-line and offline messages
Ask
EMAIL Teaser
EMAIL Reminder
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Which types of Fundraising work online?
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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

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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

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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
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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

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Which types of Fundraising?

• Online Raffles and Lotteries
• - low set up cost
• - no admin costs
• - instant winner information
• - very high ROI

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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

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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

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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

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Which types of Fundraising?

• Legacies
• In Memoriam
• In Celebration
• Wedding Lists

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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

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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

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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

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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

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Tools and Data
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Getting technical

• Payment providers
• Credit Cards
• Debit Cards
• Repeat Card Payments
• Direct Debit
• PayPal

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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/cha
  rity_payments.pdf)
• Having all forms of payment in one place?

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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

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What Works and What Doesnt
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What doesnt work

• Build and theyll 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

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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

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Concentrate on

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

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- Planning - Integration - Ease of Use
Are critical
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• Free Report
• Passion, persistence, and partnership
• the secrets of earning more online
• 4 page summary and 40 page report available at
• www.nfpsynergy.net

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• Sue Fidler
• Director
• Sue Fidler Ltd
• sue_at_suefidler.com
• www.suefidler.com
• www.charityemail.co.uk