The 5 Pillars of
Online Fundraising
Sue Fidler, Director, Sue Fidler Ltd
18th 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…
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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:
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Credit Cards
Debit Cards
Repeat Card Payments
Direct Debit
PayPal
– 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 per person pa
Sue Fidler Ltd
Online Fundraising – How to make it work
Include:
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Donate a mobile / Stamps / printer cartridges
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Payroll
Gifts in kind
Shares
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Time
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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
[email protected]
www.suefidler.com
www.charityemail.co.uk
Sue Fidler Ltd