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Nick Aldridge For York Io F Feb 09   Slideshare
 

Nick Aldridge For York Io F Feb 09 Slideshare

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Talk from Nick Aldridge of Mission Fish about charitites using the Internet

Talk from Nick Aldridge of Mission Fish about charitites using the Internet

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    Nick Aldridge For York Io F Feb 09   Slideshare Nick Aldridge For York Io F Feb 09 Slideshare Presentation Transcript

    • eBay for Charity: Buzz-building, special auctions, social networks Nick Aldridge, CEO, MissionFish
    • eBay for Charity
      • Helps charities raise funds on eBay, by
        • Enabling charities of all sizes to raise funds by trading in the eBay marketplace.
        • Giving over 20 million eBay.co.uk users a secure and efficient way of donating a percentage of their sales to charity.
      • The programme is managed by eBay and MissionFish, a registered charity, in partnership.
    • A promising start…
      • Over 3000 charities have signed up for the programme
      • £8m raised in 3 years
        • £11,000 raised every day
        • 30,000-40,000 charity listings live at any time
    • www.missionfish.org.uk
    • How charities use eBay for Charity
      • From the biggest charities…
      • Oxfam has raised over £1m by bringing its national network of shops onto eBay for Charity
      • The GOSH Charity has raised over £150,000 through special auctions, and by encouraging its supporters to donate
      • To the smallest…
      • The Wild Trout Trust has raised over £120,000 through an annual auction of fishing experiences
      • The Hampton Hill School has raised almost £20,000 through sales of celeb memorabilia and their supporters/PTA’s
    • Ewan Macgregor’s motorbike: £20k raised
    • Celebrity spectacles for Sightsavers
    • Hunger and plates
    • The eBay community as a social network
      • Feedback (reputation) is the currency, and therefore source of much debate
      • Posts per month run into 100,000s, with several new UK threads every minute at peak times
      • Some users spend a huge amount of time on the board, and are very passionate about eBay
    • Voices from the eBay community…
    • Some golden rules for “community support officers”
      • It’s good to talk:
      • Engage whenever you can add some useful facts, advice or support: your presence will be welcomed
      • Active board posters are often experts, and can be a useful source of advice and feedback for you, as well as other community members
      • Correct conspiracy theories, however outlandish, and explain/ defend your motives
      • React calmly to criticism, and even abuse: but make standards clear and don’t tolerate inappropriate tone/comments
      • However…
      • Be efficient and deal with the core issue: don’t engage in 100 detailed conversations
      • Don’t take things personally: you are seen as the “voice of the organisation”
      • If you edit/moderate, you’re responsible for what remains up
      • Don’t overpromise, or break promises, about what you can do to solve problems
      • Sometimes it’s best to let sleeping dogs lie… (if they have all moved on, so should you)
    • “ Viral marketing”: Scarlett Johansson’s special auction
      • Scarlett Johansson | used tissue | eBay auction | snot rag | Jay ... http:// www.fooqu.com /
      • OWN TISSUE FROM SCARLETT JOHANSSON & SAM JACKSON - eBay (item ... http:// tvblips.dailyradar.com /
      • Bid For Scarlett Johansson’s Used Tissue On eBay | TopNews United http:// topnews.us /
      • Center for Disease Control Weighs in on Used Tissue Sales on eBay http://www.auctionbytes.com
      • Scarlett Johansson's Tissue Is Precious
      • http:// socialitelife.celebuzz.com /
      • Scarlett Johansson Snotty Tissue on Ebay - AllDeaf.com
      • http://www.alldeaf.com/
    • Fansites and Facebook
      • Facebook etc. are “just a marketing channel” –traffic rather than transactions.
        • The most popular eBay application on Facebook has 5,000 active users. eBay and Facebook each have 100,000,000s.
      • Targeted fansites reap higher rewards for specific campaigns/associations
      • New initiatives tend to be drastically overhyped, so are worthwhile!
    • Next step: donor recognition
      • Why give through eBay for Charity?
      • Easy and automatic
      • Marketing incentives
      • Cost-effective
      • What else…?
    • Judging online fundraising opportunities
      • There are plenty around, so it’s fair to be discerning.
      • Ask whether it brings…
      • Something of relevance to most of your potential supporters
      • An additional source of traffic
      • A recognised/trusted brand, platform or site
      • Marketing clout and resources
      • A genuinely additional way of interacting with supporters
    • Maximising online fundraising opportunities
      • Five big trends in online fundraising:
      • Stories, not annual reports
      • Engage and explain, then fundraise
      • From walled garden to public park: beyond your own website
      • Integrate the online work – it needs to fit your overall message
      • Use partners to reach new audiences
      • Passion, Persistence and Partnership: MissionFish, IoF, nfpSynergy
      • 15,000 copies downloaded from www.missionfish.org.uk
    • eBay for Charity: Buzz-building, special auctions, and social networks Nick Aldridge, CEO, MissionFish