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eBay India Charity FundraisingProgram Overview
High Profile Events / Cause MarketingMay 2005
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Agenda
• eBay Overview
• Cause Marketing on eBay
• Merchandising Opportunities
• Steps to Get Started
• Case Studies
• Contact us
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eBay Overview
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eBay, The World’s Online Marketplace®
147 million worldwide from 150 countries430,000 in the US make either full or part-time living selling on eBay
Registered Users
$ 10.6 billion$1,344 every secondTwelve $1 billion+ categories
Gross Merchandise Volume
50 million items with 5 million new / dayover 50,000 categories
Listings Volume
Note: Figures based on Q1’05 earnings release
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Asia/PacificAustralia South KoreaNew ZealandTaiwanChinaSingaporeHong Kong
EuropeAustria Belgium France GermanyIreland Italy Netherlands SpainSwitzerland SwedenUK
eBay site or majority investment
Argentina*Brazil*Chile*Colombia*Ecuador*Mexico*Peru*Uruguay*Venezuela*
*MercadoLibre sites
AmericasUSACanada
Minority investment
Users from more than 150
countries
Global Footprint
IndiaPhilippinesMalaysia
Poland
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Introduction to eBay India
• Founded in March 2000
• eBay India is India’s leading online marketplace
• Over 1 million registered users from 240 towns in India
• Since Aug 2004, a 100% subsidiary of eBay.com
• Most popular online shopping destination. (Source: IDC)
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The Community is National
•Users in over
•240 cities
10 %
14 %
28 %
8 %
7 %
5 %
5 %
2 %
4 %
2 %
2 %
2 %
1 %
A Vibrant Marketplace
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On any given day, eBay India has over 70,000 live listings across 2500 categories of products and services
A digital camera sells every 31 minutes
A camcorder sells every 96 minutes
A USB device sells every 60 minutes
A VCD sells 51 minutes
A MP3 player sells every 48 minutes
A piece of men’s apparel sells every 13 minutes
A book sells every 64 minutes
A toy sells every 15 minutes
A watch sells every 4 minutes
A piece of jewellery sells every 5 minutes
A laptop sells every 150 minutes
A mobile handset sells every 16 minutes
A Bollywood costume sells every 1.5 days.
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eBay, Part of Pop Culture
eBay is news.
eBay is legend.
eBay is a plot line.
Even a punch line.
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Cause Marketing on eBay India
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eBay India’s NEW Dedicated Charity Program
+ =Active market of
buyers and sellersSafe and trusted commerce venue
Dedicated program for charity listings
Value-added promotion
Powerful fundraisingCompelling
promotion, PR, consumer buzz
Charity auctions are not new to eBay
• Over US$45 million has been raised through trading on eBay• Primarily high-profile, celebrity-related promotions• Auction for America raised ~$10 million in 100 days after 9/11
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eBay Charity Auction - Concept
Online charity auctions offer partners an ideal way to generate visibility, consumer buzz and PR attention to raise money for worthy causes.
Create special auction through eBaySpecial items and experiencesTie-ins: celebrities, media
Extend an existing cause-based promotion to eBay platform
Promote offline to increase exposure
Educate about your cause on branded charity hub page
eBay promotes event on-site, and potentially through IM
Concept
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eBay Charity Auction - Benefits
How It Works
Powerful international fundraising platform
Efficient and cost-effective way to reach a passionate and active community of 147 million worldwide
Rapid visibility and awareness for cause and brand
PR and consumer buzz generator
Visibility through media support
Opportunity to build database of supporters for future marketing efforts
Benefits
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eBay, A Proven Solution
Some of the most successful fundraising campaigns have been cause-marketing efforts held by brand-forward charities and businesses.
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Auction Items - Ideas
Behind the Scenes Experiences
VIP Tickets to Tapings
Walk-on Roles
Experience with a Star
Show Worn Wardrobe
Show Memorabilia
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Merchandising Opportunities
eBay Home Page
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eBay Category Pages
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eBay Keywords/Search
• Only place on the Internet serving up large colour placements based on keyword/search
– 90% of people coming to eBay.ca use search to find the items they are looking for
– On a page full of text search results, only colour comes from the eBay logo, small thumbnail pictures, and the large 468 x 60 banner ad at the top of the listings
– As contextual as your list of keywords
eBay Newsletters/Admin Emails
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Steps to Get Started
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Getting Started: Registration & Marketing
Register• Register on eBay.in and set up a seller account
- You will be asked to provide credit card information / mobile number which is mandatory for all sellers
• Decide whether you will manage the listings in-house or outsource to an auction management resource
Develop Marketing & Promotional Materials• Create an About Me Page on eBay• Develop promotional graphics and banners 14 days prior to the auction
launch• Issue a news release, post information on your website (as well as Google,
relevant fan sites, etc.) and other communications to your supporters, leverage media partners and other relevant channels
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Getting Started: Selling Basics
List
•Take image•Write title & description
•Set starting bid
•Define terms•“Ship-to”
1
Respond
•Communicate nicely, neatly, and promptly with potential bidders
2
Collect
•Contact high bidder
• Collect payment
• Accept Paisa Pay
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Ship
•Wrap it•Pack it•Ship it•Leave feedback
41 2 3 4
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eBay India Fees
Final Value Fees
Closing Price Final Value Fee
Item not sold No final value fee
Rs. 0.01 - Rs. 4,000.00 5% of the closing price, minimum Rs. 3.00
Over Rs. 4,000.01 5% of the initial Rs. 4,000 (Rs. 200.00), plus 2.5%of the remaining closing value
Cars, Motorcycles and other Vehicles
1% of closing price
Real Estate No Final Value Fee
Waived for NGOs until August 2005
*Note: Above Listing Fees effective February 18, 2005
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eBay India Fees
International Listing Fee
Starting or Reserve Price International Listing Fee
Rs. 0.01 - 4,000.00 Rs. 15.00
Over Rs. 4,000.01 Rs. 30.00
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Case Studies
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Case study: Wired Magazine and Starbright
WIRED has held three annual charity auctions showcasing gadgets, gear, and memorabilia for the ultimate shopperRaised $274,000 for the Starbright Foundation over the last three yearsPublic/private sector partnership based on shared values (technology to enhance lives) 95% average conversion rate (350 items)Millions of impressions through Wired Magazine book spreadMillions of impressions through the eBay homepage, category and charity pages, and run of site bannersAuction ended in Central Park gala where attendees bid live in the final hours
Program Highlights
“eBay has continued to deliver beyond our expectations by providing the best of breed online auction solutions for cause marketing efforts. We hope to continue the WIRED Auction
benefiting The Starbright Foundation for years to come.”- Liz Morley, Marketing Services Director, WIRED Magazine
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Case study: La-Z-Boy, InStyle, and EGPAF
Friends cast designed recliners, La-Z-Boy manufactured custom designs, InStyle promoted in magazine, and EGPAF lent their brand to the initiativeRaised $27,200 in ten day auction that ran in May 2003100% conversion rate (6 items)Promoted on eBay homepage, charity page, and category pages, delivering millions of impressionsGarnered lots of media hype - People, TODAY Show, Entertainment TonightOther cause partnerships with The Apprentice, Nickleodeon, CBS/Survivor
Program Highlights
“We have had tremendous success with our fundraising efforts on eBay. To date we have raised more than $1M to help create a healthier life for children worldwide. We are thrilled that eBay has launched a new program dedicated to
nonprofits and look forward to enhancing our fundraising efforts through eBay Giving Works.”- Kate Carr, President & CEO, Elizabeth Glaser Pediatric AIDS Foundation
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Case study: Godiva
Program HighlightsPR agency for Godiva and participating celebrities designed the concept and brought it to eBayFive exclusive dining experiences with renowned chefs raised $144,430Godiva truffle sauce was the featured ingredient of each dining menuProceeds from each experience benefited celebrity’s favorite nonprofitCampaign supported by a comprehensive PR effort that included celebrity spokespersonsPromoted on eBay homepage, charity page, and tickets & experiences page
"There are a number of ways in which a company can launch a product, but to do so in a way that spreads so much goodwill throughout the world, and working with
such an amazing cast of characters, is a refreshing change.”- Gene Dunkin, President, Godiva North America
Examples of high profile listings
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Black Yamaha piano signed by Elton John and 12 other
celebrities - $25,000
2 Tickets to the final taping of Friends - $15,000
2 Signed chairs from the set of Oprah - $64,100
A golf foursome and lunch with Tiger
Woods - $425,000
Walk-on role to the hit series CSI - $6,100
Complete and bound set of National Geographic 1888
to 2003 - $22,100Lunch with Warren Buffett - $250,000
Voting urn from Survivor Africa- $11,000
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Tsunami Disaster promotion on Baazee
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Raised $67,000 (Rs. 31 lakhs) for Tsunami Disaster Relief
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How NGOs can start
• Email [email protected] with a copy of their credentials and a jpeg of the logo
• Create an About Me Page• Create the listings and start selling
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Contact us
• Email: [email protected]
• Tel: 91 22 56690000
• Name of Charity Fundraising team member: Deepa Thomas
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