Five pillars of online fundraising

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?


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- Planning- Audience- Ask- Ease of Use- Donor Choice


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Planning


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Planning…

Objectives Audience Ask On/Offline integration User journey Ways to give Tools Thanking and banking Data management Feedback


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Audience


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Back to Basics

ENQUIRER

SINGLE GIFT

REGULARGIFT

LEGACY

AGE


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Back to Basics

WEB GENERATION

EARLY ADOPTERS

BUSINESSUSERS

SILVER SURFERS


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HIGHEST INCOME

MIDDLE INCOME

LOWEST INCOME


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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


Sue Fidler Ltd

Ask


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Make it easy -


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Donate

Sign Up

Many waysto give


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Sue Fidler Ltd

User journey -

Where have they come from?

What have they seen?


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Donate page

Appeal Branded

Appeal specific URL


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FULL STORY

(WEB COPY)

Donate


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ASK/STORY

(WEB COPY)

Donate

Homepage


Sue Fidler Ltd


ASK/STORY

(WEB COPY)

Donate

EMAIL

THE SAME COPY???


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Ease of Use


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Ease of Use:

- Can they find it?- Is appeal on homepage- Are buttons obvious/above the fold- Appeal specific URL


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Sue Fidler Ltd

Donor Choice


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I would like to hear from charity X by:

– Post– Email– Phone


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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?


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Donor Choice –

Offering alternate ways to give


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Sue Fidler Ltd

Donor Choice –

Events – have you thought of them all


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Sue Fidler Ltd

Donor Choice –

Shopping


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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


Sue Fidler Ltd

Online Shopping

- Mothers’ day - Valentines day - Easter - Fathers’ Day

????

Chocolate, flowers, specialities, books..


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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?


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


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• Legacies

• In Memoriam• In Celebration• Wedding Lists


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Click to Give / Matched Giving

- corporate sponsorship of a fixed donation - charity recruits ‘clickers’ or givers - click per day raises small sum per click


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Search Engine Users

- staff, volunteers, supporters, corporates schools and beneficiaries to use - averages £16 per person pa


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Donate a mobile / Stamps / printer cartridges

Payroll Gifts in kind Shares

Time

Include:


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Even if you never generate

these gifts via the web it gives the perception of donor choice


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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


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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


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Sue Fidler Ltd

The Problems

• Staff buy in

• Budget

• Resources

• Knowledge

• Skills

• Management support

• Data integration


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”


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


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


Sue Fidler Ltd

Sue Fidler

Director

Sue Fidler Ltd

[email protected]

www.suefidler.com

www.charityemail.co.uk

Five pillars of online fundraising

Education

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