Internet and Third Sector

New Frontiers: Raising funds through the internet

Nick Aldridge, CEO, MissionFish UKNick Croall, Charity Manager, everyclick

eBay Inc. confidential

Overview

1. The Web

2. How are charities responding?

3. Developing an internet strategy


The web in (approximate) numbers

• (200,000 Labour Party members)

• (2,000,000 Amnesty Int’l members)

• 18,000,000 eBay.co.uk users

• £100,000,000+ UK online giving

• 200,000,000 MySpace accounts

• 1,000,000,000 internet users


How the web is changing interaction

• Scalable collaboration and innovation

•Lower transaction costs

•Lower barriers to entry

• Accessibility (61% households)

• Many-to-many connections (through networks)

•Real time publishing (e.g. the blog)

Time

Impact


The evolution of charity responses

• 1990: “We probably ought to have a web page.”

• 1995: “It would be much cheaper to email our newsletter.”

• 2000: “We really need to build a better website.”

• 2005: “We should offer online giving.”

• 2007: “We could build an online community for our supporters.”


A clear rationale – Shelter

www.buildacity.org.uk

• Donors “buy plots in Shelter’s virtual city”

• Prices range from £5 for a garden allotment to £1,000 for a skyscraper

• Essentially a donor recognition system

• As yet, no interaction

(not designed for visiting?)


Making a statement - World Development Movement

www.secondlife.com

Peter Taylor, Web Officer at WDM:

“Millions of people are now spending more and more of their time in Second Life...

“We are here to remind them that they can’t escape the problems of the real world.”

NB Second Life has 1.6m current users

In 2003, Lineage (fantasy game) had over 3m


Reaching service users - NSPCC

www.habbo.co.uk

•Childline Zen Garden at the Habbo Hotel

•Visitors show support for the NSPCC’s “Don’t Hide It” Campaign

•Rebecca says:

“There’s no peer pressure to look “older” or “cool” since we’re all 2-inch pixelated characters.”


Cause-related search – Fresh Start Foundation

• Fresh Start Foundation supports orphans and other vulnerable children in The Gambia, West Africa

• As well as the 1,300 people at the college, they have 82 supporters using everyclick.

• So far, they have raised more than £900 (CHK) using the search engine.


Involving service users – West Berkshire Mencap

• Is developing an accredited training course in online auctions

• Clients are selling items on eBay for the charity

• Through the eBay for Charity programme, eBay waives fees

www.westberkshiremencap.org.uk


Developing an internet strategy

• There’s no point in having a standalone strategy:

– integrate with your campaigns and services

– secure senior level buy-in

• Presence is important

– Make sure your website looks professional and up to date

– Post free information to cater for “google researchers”


Developing a strategy for online communities

• Think about who you want to reach, and find out where they spend time

• Give volunteers and service users a way of interacting

• Listen and learn before you speak:

– Communities have unspoken norms as well as official rules

– online experiments take place in public

– don’t forget your (brand) values


Over to you

• First thoughts: passing fads or lasting changes?

• The story so far:

– what have you tried?

– Has it worked?

• Next steps: what could you try online?

– Who do you need to reach and involve?

– “Where” would you do it?

– How would you do it?


Useful sites

Presenters

• www.everyclick.com

• www.missionfish.org.uk (eBay for Charity)

Learning

www.nfp2.co.uk

http://nfpsynergy.net/internetseminars/

Online communities

• www.secondlife.com; www.habbo.co.uk

• www.bebo.com; www.facebook.com


eBay for Charity: Register at www.missionfish.org.uk

• eBay for Charity is a unique programme that helps charities get the most from the eBay marketplace, by

– giving over 15 million eBay.co.uk users a secure and efficient way of donating a percentage of their sales to charity.

– helping charities of all sizes to raise funds by trading in the eBay marketplace.

• The programme is managed by eBay.co.uk in partnership with MissionFish UK, a registered charity


About everyclick

Everyclick.com launched in June 2005

A search engine that helps web users raise money for the causes they care about….

…at no cost to themselves or the charities they support

£300,000 raised for charities to date

Everyclick.com now 8th largest search engine in the UK and one of the busiest charity websites

Supports all 170,000 charities in the UK…from the biggest to the smallest

www.everyclick.com

New Frontiers: Raising funds through the internet

Nick Aldridge, CEO, MissionFish UKNick Croall, Charity Manager, everyclick

Education

Internet and Third Sector