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Internet Fundraising
Jon MatthewsMarch 2014
Content
• Introduction– Why use the Internet– Health warning?!
• Ways of using the Internet to fundraise
• Where to start
• Resources
Internet Fundraising
• New interactive ways of using the internet
• Adopted as tool for fundraising
Why use the Internet
• It is cheap! • Demonstrates a progress organisation• Provides an unrestricted income• Requires little effort to maintain• There is a potentially huge audience out
there…..
The audience!• 200,000 Labour Party members• 2,000,000 Amnesty International members• 18,000,000 eBay.co.uk users• 200,000,000 MySpace accounts• 1 billion + Facebook accounts• 2,2400,000,000 + internet users• (20% are in Europe and
63% of the population in Europe)
Value for money
On the downside
Getting noticed
Technological breakdown
Legality
No get rich quick
Time
“How to use the Internet”
How people use the internet
• 22% social networking
• 21% Searching
• 20% reading content
• 19% email
• 13% multi media
• 5% online shopping
• 1% to make a donation
Social Networking
• Having friends can pay– Twitter– Facebook– Instagram
• Builds links and widens presence
• 48% 18-34 year olds check Facebook when they wake up
• Average number of 130 friends
• Connected to 80 pages
• Twitter is now in the top 10 most visited internet sites •Twitter users are the most generous of the social media world with each donation from them averaging around £30 according to data from JustGiving. •645,750,000 account holders•135,000 new users every day•58 million Tweets a day
Talk to your supporters
• Blogs
• Forums
• Enable user generated content– Listen and react
• Loss of control and Brand
You tube
• Not direct income but can be excellent publicity
• Amnesty International• ‘my story’
Snapchat / Instagram•
.
•Allows sharing of images and video
•Rapid growth in 2013
The tools
Online donation• Enable supporters to give directly to
your organisation– Quick and easy to set up– Easy for supporters to give– Linked to social media sites
• Asian Tsunami:In 24hrs “20.3 million raised 25% via online donations
• 30% of new regular givers do so online
Things to consider
• Set-up fee - A one-off payment before you get started.
• Subscription - A recurring fee paid throughout your membership
• Commission - A fee calculated based on a percentage of the amount you raise. Usually this is between 2% and 5%.
• Card processing - All debit and credit cards transactions cost a small amount of money.
Lots of choice…
Ranking• JustGiving 279• Virgin Money 2005• EveryClick 5383• The Big Give• BMy Charity• Global Giving UK(Reasondigital .com data)
• There are comparison sites available– www.moneysavingexpert.com/family/charity-fundraising-sites
Which is best?• Max cash to your charity and free for it to use
– MyDonate – £12.35 from a £10 donation with Gift Aid. – No charges for the charity itself
• Widest range of charities, including smaller charities– Every Click – hosts the UK's 220,000 registered charities It's free for charities to use, – £11.92 from a £10 donation with Gift Aid
• Online selling for charity– PayPal Giving Fund (formerly MissionFish) gives the full £12.50 per £10
to your chosen charity. – It's a collaboration between PayPal and eBay, and allows you to choose
what percentage of sale proceeds you want to go to charity. It doesn't support fundraising efforts that rely on sponsorship.
Site comparison
Search engines
• Generate income from using search engines• Generate a few pence per search• Search engines quality• No cost to your supporters
– www.everyclick.com/– http://clicknow.org.uk– www.charitychoice.co.uk
– http://www.goodsearch.com/
Online Lotteries
• The Unity Lottery• Materials are personalised • The cost is £1 but with one
chance per week to win• £50 set up fee• Causes however see 50p
in the pound• www.unitylottery.co.uk
• Great Weather lottery Players pay £1 a week
• 6 Draws a week• Offer a range of lotteries• £10,000 prize • £50 set up fee, lots of good
materials provided• Causes see around 35p in
the pound• www.theweatherlottery.com
Profit potential
• Lottery Members: Profit per Week /Profit Year
– 100 £50 / £2,600– 200 £100 / £5,200– 500 £250 / £13,000
Advertising
• Google Adsense– Google AdSense matches ads to your site's
content, and you earn money whenever your visitors click on them
• Banners– Income from visitors– Work in same way as Adsense
• Control of content
• http://www.ukbanners.com/
Online shopping
• Amazon– Will generate 5-10% for purchases made
through your site– Search bar / recommendations– Mini shop– No cost to your supporter
Give as You Live
• Over 3000 stores –M&S, TESCO, the Trainline, Debenhams
• Install software – PC / Tablets
• Quick and easy to sign up
• No change in behaviour
• Marketing resources available
easyfundraising
• 2700 retailers
• Easy registration
• Fundraising Toolbar
ebay
• (Mission Fish - Paypal Giving Fund) • Individuals can sell goods and donate percentage
of sale to your organisation• Quick and easy to set up• Developing new services
– Online shop
Crowdfunding
• Micro financing projects
• Offer rewards in return for payments
• Mainly for new project ideas
• Online platforms to help
• - Kickstarter– Crowd Funder
Virtual Balloon Race
• As name suggests!
• Track individual balloon
• Handle administration
• https://www.rentaballoonrace.com/
• http://www.balloon.co.uk/PBFaq.asp
And also…
• Shelter - www.buildacity.org.uk/
What now
• Integrate to overall funding strategy• Plan you website / content • Try one thing• Promote it
Part of strategy
• Who is fundraising aimed at?
• What will money raised be for
• How will you promote it
• Don’t try too much at once
Your Website
• How easily is your site found
• Make it easy to participate (3 clicks)
• Make it Legal – under 18’s and Data Protection
• Security
Consider your donors
• Tell them about your work and the people you help
• impACT
• Earmark donations for activities
• What is the impact of your work
• Listen to supporters
• Engagement of supporters
Donors; are changing!
• Less committed – more a consumer• Have more access to information• More demanding – what is in it for them!• More cynical• More comfortable with new media
– By 2016 the 20 something's workforce will never have been without internet
• How do donors like to be communicated with
Engaging supporters
• Story telling – Blogs –start conversations– Video
• Make it personal
• Network
• Publicise events
• Share photos
What you can do tomorrow
• Register with Ebay
• Register with Everyclick
• Set up online giving account
• Let people know about your website
• Useful resource– www.itforcharities.co.uk/secure.htm– www.nfpsynergy.net
• Excellent reports on Web 2.0– www.nfp2.co.uk – www.icthub.org.uk
– Code of Conduct http://www.institute-of-fundraising.org.uk/guidance/code-of-fundraising-practice/digital-media/
