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Passion, Persistence, Partnerships – secrets for earning more online
Nick Aldridge, CEO MissionFish UK
Gemma Tracey, Senior Researcher nfpSynergy
Tel: 020 7426 8888
Email: [email protected]
Web: www.nfpsynergy.net
4
Our online lives
5
% households with broadband
31%
41%
52%
58%
68%71%
74%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2005 2006 2007 2008 2009 2010 2011
Do you use your mobile phone to do any of the following?
Regularly accessing the internet on mobile devices
26%29%
23%
47%
41%
31%
20%
9%5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female 15-24 25-34 35-44 45-54 55-64 65+
Spring 2008 Autumn 2009 Summer 2010
Source: nVision Research Base: 1,000 face-to-face respondents aged 16+, GB
Do you use your mobile phone to do any of the following?
People participating in social networking websites
19%
28%
7%
25%
43%
24%25%24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female 15-34 35-54 55+ ABC1 C2DE
Autumn 2008 Autumn 2009 Summer 2010
Source: nVision Research Base: 1,000 face-to-face respondents aged 16+, GB
8
Key trends
Convergence of TV and internet Internet will remain the perfect medium for rapid trends The web will only increase in its interactivity and personalisation The web has the power to be a leveller between big and small Nobody can escape The mobile is in ascent
9
Charities online
19%
7%
5%
6%
6%
7%
8%
8%
14%
19%
20%
26%
26%
31%
32%
33%
33%
40%
50%
62%
71%
3%
0% 20% 40% 60% 80% 100%
No answer
Other
Bebo
Amazon Associates
CAF Online Giving
Bmycharity
Easyfundraising
Google Adsense
MySpace
The Big Give
Facebook Ads
Everyclick
eBay for Charity
Virginmoneygivig
Flickr
Google Adwords
Blogs
Just Giving
Youtube
Popularity of online tools for charities
“Which of the following services do you make use of? Please tick as many as apply.”
10 Base: 434 respondents Source: nfpSynergy, May 11
6%
17%
25%
10%
67%
60%
9%
20%
49%
36%
44%
77%
83%
10%
27%
33%
49%
55%
77%
83%
11%
0% 20% 40% 60% 80% 100%
To fundraise during emergencies
To provide support/ services
To see what other organisations
are doing
To fundraise generally
To understand our supporters'
views
To communicate about our
campaigns
For general communications with
our supporters
YouTube
How charities use social media
“If your organisation uses Facebook, Twitter, or YouTube what do you use them for?”
11 Base: 247 respondents Source: nfpSynergy, March 11
12
Strategic importance of the internet to charities
24%
28%
32%
31%
39%
36%
7%
13%
11%
15%
18%
49%-3%
-16%
-19%
-27%
-38%
-1%
-4%
-8%
-6%
-5%
-7%
-80% -60% -40% -20% 0% 20% 40% 60% 80% 100%
All parts of the organisation feel responsible for making sure they
make the best use of the internet
Our internet strategy is ratified and approved at board level
Our internet strategy is fully integrated with the organisation's
overall strategy and operating plan
The internet has grown as a source of income for us in the last
12 months
Senior staff are driving our strategy for the internet
The internet is an important aspect of my charity's brand and
reputation management
Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
Base: 313 respondents Source: nfpSynergy, March 11
“Please indicate to what extent you agree and disagree with the following statements”
10%
12%
10%
18%
19%
20%
23%
31%
31%
33%
34%
36%
39%
41%
50%
62%
64%
3%
0% 20% 40% 60% 80% 100%
No answer
We don't really measure it
Other
Applications
Campaign tracking
Exit pages
Forms submitted
Number of transactions
Downloads
Registrations
Email subscriptions
Email open rates
Repeat visitors
Email click throughs
New visitors
Page/URL tracking
Unique visitors
Hits
Measuring website usage
“How do you measure usage of your website? Please select all that apply”
13 Base: 313 respondents Source: nfpSynergy, March 11
Usefulness of web presence for areas of work
“How useful is having a website/ web presence for each of the following functions”
24%
31%
28%
35%
31%
26%
28%
21%
24%
35%
41%
36%
41%
60%
62%
70%
-19%
-13%
-12%
-13%
-11%
-4%
-3%
-1%
-13%
-5%
-5%
-4%
-4%
-1%
-60% -40% -20% 0% 20% 40% 60% 80% 100%
Trading
Service Provision
Fundraising
Customer Support
Campaigning
Branding and marketing
Information/education
Communication
Not at all useful Not really useful Don't know Quite useful Very useful
14
Base: 318 respondents Source: nfpSynergy, March 11
Insights from eBay for Charity’s success raising
more online
Online fundraising growth: the big opportunity?
Launch of
eBay Give at
Checkout
Online fundraising is up 85% as
share of voluntary income:
- 2% in 2007/8
- 3.7% in 2010/11
www.missionfish.org.uk/research
But, UK charities are well behind retail (10% online) and US nonprofits (8%).
Give as you shop: it can work!
Analysis by Columbia Business School (2010)
Items with a donation generate
34% more sales than non-charity
equivalents.
(Not always, though)
But remember: the shoppers aren’t there to give.
Oh, and you’re supporting a good
cause.
(So, no guilt then)
The future is… “frictionless”
“Take two minutes to register your
details with us...”
No, thanks
Photo:http://www.marketingprofs.com
eBay donations after registration flow removed
eBay donations with a registration process required
low friction: give at checkout schemes
Possible as online retail has:
- Lower transaction costs
- More flexible checkout tech.
Hope is that they will create a habit of giving, despite some limitations:
- Require some effort from each retailer
- Don’t (usually) enable Gift Aid
- Don’t support donor preferences, or comms
£4.75m raised for UK charities 1,401,689 donors have made 4,172,834 donations.
The future is…topical: speed, not just need
… restricted: offering control/reassurance (easily)
…personalised: responsive to users’ preferences
eBay UK: 48,281 users have nominated 70,903 favourite charities
20x more likely to give.
Our favourite Your favourite
Give at Checkout on eBay
UK
US
…platform-specific
…mobile
Comic Relief
• £15m was raised via text donations
• 36% of PayPal donations were mobile
eBay:
• Mobile now more than 10% of purchases
• More over 50s are shopping via their
mobiles than under 20s
• 300,000 new customers first came to
eBay on their mobiles
… enterprising
• Over £100,000 raised
each year by 11th
Folkestone Scout Group
• Over £400,000 raised
each year for Interact
Chelmsford.
A word from the taxman…
Gift Aid declarations vs digital environment
To donate £3 to Women’s Aid simply
Text ACT to 84424.
• Allowing other unique identifiers
than name and address
• Simpler model declarations for
online, mobile etc
• Declarations non-specific to
charities, to enable (in theory)
sharing
• Less micro-management by
HMRC (via guidelines etc)
Discounts or vouchers for shoppers who give?
Micro-volunteering platforms…
Standard Chartered:
Volunteers can visit the GG
projects and provide
reports back.
Int’l dev charities: E: [email protected]
Aegis Media:
Volunteers help nonprofits
with their PR, websites etc
Other ways people are “getting involved”
33
Recommendations and tips from our sector specialists
35
Advocates – find them, nurture them
“after wishing one woman luck with a charity run, she started to engage with us on Twitter. In 2012 she’s planning to run the Virgin London Marathon and raise money for us with her husband and two friends. If you engage with people online, and start a good conversation they can eventually become advocates – bringing in their family and friends as supporters too.” Jack Cumming, e-Commerce Manager, AICR
36
A golden era for feedback
“The truth is, people have always been having these conversations about your organisation, but now you actually have a chance to respond to concerns and open up dialogue.” Amy Sample-Ward, NTEN
37
Attention to detail matters more than you might think
“…subtlety is a big deal, and can make a massive difference in economic performance.” Andrew Cates, SOS Children’s Village
38
Investing in engagement
“The level of workload has certainly surprised us. If you just want to use social media as a broadcasting tool then it probably doesn’t take so much time, but to make the most of it is a full-time job for us.” Steve Taylor, League Against Cruel Sports
39
A more level playing field?
When it comes to raising money through Facebook, the charities that have raised the largest amounts are pretty evenly divided between small, medium and large organisations.
40
Events fundraising – beyond the finish line
41
A sector embracing online
42
Why loving social media begins at home
“Blogging for us is the right tool at the right time. The blog enables people to get real insights into homelessness, and the work we do here at Emmaus on a day-to-day basis. And very importantly for us, the blog empowers our Companions – and this is vital for a grassroots organisation.” Rosi Jack, Communications & Enterprise Support Manager at Emmaus UK
2-6 Tenter Ground Spitalfields
London E1 7NH
(w) www.nfpsynergy.net (t) 020 7426 8888
Registered office: 2-6 Tenter Ground Spitalfields London E1 7NH Registered in England No. 04387900
VAT Registration 839 8186 72
2-6 Tenter Ground Spitalfields
London E1 7NH
(w) www.nfpsynergy.net (t) 020 7426 8888
Registered office: 2-6 Tenter Ground Spitalfields London E1 7NH Registered in England No. 04387900
VAT Registration 839 8186 72
