Maximising Gift Aid using online tools


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How charities can use their websites, email communications, and social media websites and tools to maximise their income from donations made under Gift Aid.

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  • Maximising Gift Aid using online tools

    1. 1. Maximising Gift Aid using online tools Presented at ‘Effective and Innovative Gift Aid’ 5 May 2009 Howard Lake Fundraising UK Ltd [email_address] 01206 579081
    2. 2. New media is a very high-reach, low-cost medium driven by content. The great advantage for charities is that they have a great story to tell… New media allows people to participate, so they're not passive recipients of advertising. Joe Barrell Head of Communications, Save the Children Collecting by Clicks, by Trina Wallace 17 May 2007
    3. 3. Online opportunities <ul><li>Using your own website/email communications </li></ul><ul><li>Using third parties’ services </li></ul><ul><li>Using social media sites and services </li></ul><ul><li>For existing and potential supporters </li></ul>
    4. 4. Why bother? Almost a third of UK adults don't know they can give to charities tax effectively and only one in three could name Gift Aid, unprompted, according to a new report from CAF. UK Fundraising 24 April 2009
    5. 5. 1. On your site <ul><li>Do all relevant donation forms feature Gift Aid declaration? Interactive and downloadable forms? </li></ul><ul><li>Plan to update them three times from Jan-April 2010. </li></ul><ul><li>Explanation of Gift Aid? For higher rate taxpayers? Links to HMRC advice? </li></ul><ul><li>Mention of Postal Orders? </li></ul><ul><li>Trumpet your Gift Aid income and conversion rate? </li></ul>
    6. 6. Check again
    7. 7. In your email communications <ul><li>Feature Gift Aid and need for declaration in all email signatures </li></ul><ul><li>Occasional email to supporters about Gift Aid </li></ul><ul><li>Feature in email newsletters </li></ul>
    8. 8. Triggers for email <ul><li>Approach of end of financial year </li></ul><ul><li>Filling in personal tax forms with donation option </li></ul><ul><li>Report back on Gift Aid successes/totals </li></ul><ul><li>2010 Gift Aid reclaim period reductions </li></ul>
    9. 9. 2. Use third party tools
    10. 10. 3. New media, new opportunities
    11. 11. Why? Numbers! <ul><li>More than 200 million active users </li></ul><ul><li>More than 100 million users log on to Facebook at least once each day </li></ul><ul><li>10 hours of video is uploaded to YouTube every minute </li></ul><ul><li>More than 3 billion photos </li></ul>
    12. 13. Supporters have friends… <ul><li>Ease and speed of sharing ideas, thoughts, requests… </li></ul><ul><li>Twitter – retweet </li></ul><ul><li>Email – forward </li></ul><ul><li>Facebook – status updates etc </li></ul>
    13. 14. Social networks deliver people Since launch, Facebook has become our second biggest referrer, after Google. And it's getting ever closer to number one. Simon Doggett, Justgiving 22 August 2007
    14. 15. Social networks deliver people 4.98% of all traffic to Bmycharity has come through Twitter in the last month Ben Brabyn, 27 April 2009
    15. 16. First steps on social networks <ul><li>See which sites other charities are using, and how </li></ul><ul><li>Explore, use it yourself </li></ul><ul><li>Search for your charity’s name: who is talking about you? </li></ul><ul><li>Register an account in your charity’s name, if only to protect yourself e.g. </li></ul><ul><ul><li> </li></ul></ul>
    16. 17. Humour
    17. 18. Photo: Mmm, Gift Aid…
    18. 19. Using <ul><li>Create a photo that shows you what Gift Aid reclaims have let your charity achieve in past year </li></ul><ul><li>Encourage supporters to share, forward, embed the picture </li></ul>Photo:
    19. 20. Social networking sites [are] so important for charities… they essentially represent the future of community fundraising – Web 2.0 enabling Community Fundraising 2.0. Bryan Miller 21 July 2007 Significance of Facebook
    20. 21. Offers audience and its own tools The Children’s Trust announce challenge event on Facebook. 16 August 2007
    21. 22. Using blogs Even the Director, Barbara Stocking March 2007
    22. 23. Micro-blogging
    23. 24. Customer service (public/private) 06/02/2009
    24. 25. “ The story continued to unfold at breathtaking speed - live, in real time - and Mara Triangle were answering questions from Twitter users throughout; providing donors and prospective donors with unique insights into the challenges they face and the incredible work they do”. Rachel Beer,
    25. 26. What are widgets? … small applications that can be incorporated into anyone’s web page… They can help companies sell their wares, effectively creating shop fronts in millions of new locations. Rosie Swash and Paul MacInnes The Guardian 24 March 2007, p.16
    26. 27. Let fundraisers promote you/them
    27. 28. Putting them all together For a lesson in using social media to... connect people and causes, you couldn’t get a much better example than Mara Triangle, who have integrated content on Facebook, Flickr, and Vimeo, and are microblogging updates regularly using Twitter Rachel Beer 7 June 2008
    28. 29. So, what should you do? <ul><li>Check your website and email communications promote Gift Aid </li></ul><ul><li>Use third-party online fundraising tools </li></ul><ul><li>Explore using social networking and tools to promote Gift Aid </li></ul>
    29. 30. A practical approach to success Oxfam’s Web site is moving from being ‘about Oxfam GB’ to ‘being Oxfam GB’ Andrew Hatton Oxfam GB June 2001
    30. 31. Find out more <ul><li> </li></ul><ul><li> </li></ul><ul><li> 2493 </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    31. 32. Thank you Howard Lake Fundraising UK Ltd [email_address] 01206 579081