The 5 Pillars of Online Fundraising 18 th June 2009 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 REGULAR GIFT LEGACY AGE

Online Fundraising – How to make it work Sue Fidler Ltd Back to Basics WEB GENERATION EARLY ADOPTERS BUSINESS USERS 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 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 ways to 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 – –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 - 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:

Online Fundraising – How to make it work Sue Fidler Ltd Sue Fidler Director Sue Fidler Ltd