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getting the basics right to make the most of your online fundraising
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The 5 Pillars of
Online Fundraising
Sue Fidler, Director, Sue Fidler Ltd
Online Fundraising – How to make it work
Sue Fidler Ltd
So how do you make it work?
Online Fundraising – How to make it work
Sue Fidler Ltd
- Planning- Audience- Ask- Ease of Use- Donor Choice
Online Fundraising – How to make it work
Sue Fidler Ltd
Planning
Online Fundraising – How to make it work
Sue Fidler Ltd
Planning…
Objectives Audience Ask On/Offline integration User journey Ways to give Tools Thanking and banking Data management Feedback
Online Fundraising – How to make it work
Sue Fidler Ltd
Audience
Online Fundraising – How to make it work
Sue Fidler Ltd
Back to Basics
ENQUIRER
SINGLE GIFT
REGULARGIFT
LEGACY
AGE
Online Fundraising – How to make it work
Sue Fidler Ltd
Back to Basics
WEB GENERATION
EARLY ADOPTERS
BUSINESSUSERS
SILVER SURFERS
Online Fundraising – How to make it work
Sue Fidler Ltd
HIGHEST INCOME
MIDDLE INCOME
LOWEST INCOME
Online Fundraising – How to make it work
Sue Fidler Ltd
Potential Online Supporters
• Expect good service, fast/ instant response
• Read email before snail mail and news online
• Demand information
• Give higher than average gifts
• Higher than average income
• Busy active lives – “cash rich” - time poor
• Expect personalisation and options
Online Fundraising – How to make it work
Sue Fidler Ltd
Ask
Online Fundraising – How to make it work
Sue Fidler Ltd
Make it easy -
Online Fundraising – How to make it work
Sue Fidler Ltd
Donate
Sign Up
Many waysto give
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
User journey -
Where have they come from?
What have they seen?
Online Fundraising – How to make it work
Sue Fidler Ltd
Where have they come from?
Donate page
Appeal Branded
Appeal specific URL
Online Fundraising – How to make it work
Sue Fidler Ltd
Where have they come from?
FULL STORY
(WEB COPY)
Donate
Online Fundraising – How to make it work
Sue Fidler Ltd
Where have they come from?
ASK/STORY
(WEB COPY)
Donate
Homepage
Online Fundraising – How to make it work
Sue Fidler Ltd
Where have they come from?
ASK/STORY
(WEB COPY)
Donate
THE SAME COPY???
Online Fundraising – How to make it work
Sue Fidler Ltd
Ease of Use
Online Fundraising – How to make it work
Sue Fidler Ltd
Ease of Use:
- Can they find it?- Is appeal on homepage- Are buttons obvious/above the fold- Appeal specific URL
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
Donor Choice
Online Fundraising – How to make it work
Sue Fidler Ltd
I would like to hear from charity X by:
– Post– Email– Phone
Online Fundraising – How to make it work
Sue Fidler Ltd
Payment types:
– Credit Cards– Debit Cards– Repeat Card Payments– Direct Debit– PayPal
– Don’t forget:» Offline DD form/Standing Order» Postal address» Phone number» Help line?
Online Fundraising – How to make it work
Sue Fidler Ltd
Donor Choice –
Offering alternate ways to give
Online Fundraising – How to make it work
Sue Fidler Ltd
Online Fundraising – How to make it work
Sue Fidler Ltd
Donor Choice –
Events – have you thought of them all
Online Fundraising – How to make it work
Sue Fidler Ltd
Online Fundraising – How to make it work
Sue Fidler Ltd
Donor Choice –
Shopping
Online Fundraising – How to make it work
Sue Fidler Ltd
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
Online Fundraising – How to make it work
Sue Fidler Ltd
Online Fundraising – How to make it work
Sue Fidler Ltd
Online Shopping
- Mothers’ day - Valentines day - Easter - Fathers’ Day
????
Chocolate, flowers, specialities, books..
Online Fundraising – How to make it work
Sue Fidler Ltd
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?
Online Fundraising – How to make it work
Sue Fidler Ltd
Online Raffles and Lotteries - low set up cost - no admin costs - instant winner information - very high ROI
Online Fundraising – How to make it work
Sue Fidler Ltd
• Legacies
• In Memoriam• In Celebration• Wedding Lists
Online Fundraising – How to make it work
Sue Fidler Ltd
Click to Give / Matched Giving
- corporate sponsorship of a fixed donation - charity recruits ‘clickers’ or givers - click per day raises small sum per click
Online Fundraising – How to make it work
Sue Fidler Ltd
Search Engine Users
- staff, volunteers, supporters, corporates schools and beneficiaries to use - averages £16 per person pa
Online Fundraising – How to make it work
Sue Fidler Ltd
Donate a mobile / Stamps / printer cartridges
Payroll Gifts in kind Shares
Time
Include:
Online Fundraising – How to make it work
Sue Fidler Ltd
Even if you never generate
these gifts via the web it gives the perception of donor choice
Online Fundraising – How to make it work
Sue Fidler Ltd
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
Online Fundraising – How to make it work
Sue Fidler Ltd
Online Fundraising – How to make it work
Sue Fidler Ltd
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
Online Fundraising – How to make it work
Sue Fidler Ltd
Online Fundraising – How to make it work
Sue Fidler Ltd
The Problems
• Staff buy in
• Budget
• Resources
• Knowledge
• Skills
• Management support
• Data integration
Online Fundraising – How to make it work
Sue Fidler Ltd
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”
Online Fundraising – How to make it work
Sue Fidler Ltd
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
Online Fundraising – How to make it work
Sue Fidler Ltd
Report:
Passion, persistence, and partnership:
the secrets of earning more online
4 page summary and 40 page report available at:
www.nfpsynergy.net
Online Fundraising – How to make it work
Sue Fidler Ltd
Sue Fidler
Director
Sue Fidler Ltd
www.suefidler.com
www.charityemail.co.uk