Affiliate Storefronts and the Future of Digital Fundraising

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This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City). …

This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City).
Session Description: Storefronts are revolutionizing both affiliate marketing and fundraising, letting merchants connect with non-traditional affiliates and giving nonprofits a robust new digital channel to raise money.

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  • It used to require a lot of physical work
  • Coupon codes are leaked and mess up channel reporting
    Screenshot from Tea Collection on RetailMeNot
  • Screen shots of schools and non profits doing digital fundraising
    This is an example from Friends of Third Street Elementary - http://www.friendsofthird.org/donate-by-shopping.html
  • Coupon codes are leaked and mess up channel reporting
    Screenshot from Tea Collection on RetailMeNot
  • Having to pay people is tedious (monopoly money sending photo)
  • Lots of handholding and training
  • Link building is complicated
  • URL is hard to remember
  • Storefront partners earn a commission on every sale for their organization, often much higher than normal affiliate commissions.
  • Tech-friendly way to raise money. Commitment is really time and marketing, no staffing required!

  • Allows parents to support organizations by buying things they already want/need.
  • Nice looking, easy to remember url
  • Co-branded landing page allows for personalization
  • Live reporting and direct deposits
  • Social and sharing tools
  • Anyone can participate in fundraising from around the globe
  • Merchants build their own storefront tool and integrate with network
  • Merchants build their own storefront tool and integrate with network
  • Merchant chooses an out of the box solution designed by a network SAS
  • Every time the trainer’s clients make a purchase through the storefront, the trainer would earn a commission.
  • Needs a champion
  • Storefronts will require extra training and support
  • Marketing and info pages are really helpful (http://www.tinyprints.com/storefront/)
    http://www.tinyprints.com/prophoto/
    http://www.tinyprints.com/fundraise/
    http://www.tinyprints.com/pta/
  • If you build your own, it will require maintenance down the line

Transcript

  • 1. AFFILIATE SUMMIT EAST 2014 AFFILIATE STOREFRONTS AND THE FUTURE OF DIGITAL FUNDRAISING ROBERT GLAZER | AUGUST 10, 2014 #ASE14@accelerationp ar
  • 2. FUNDRAISING IS CHANGING #ASE14@accelerationpar
  • 3. ONLINE FUNDRAISING IS GROWING #ASE14@accelerationpar 13.5 % 6.4% PERCENTAGE INCREASE IN ONLINE FUNDRAISING DURING 2013 IN THE US PERCENTAGE OF OVERALL FUNDRAISING FROM ONLINE GIVING DURING 2013 IN THE US
  • 4. RETAILERS WANT IN: MABEL’S LABELS #ASE14@accelerationpar
  • 5. SCHOOLS AND ORGS ARE JUMPING IN #ASE14@accelerationpar
  • 6. BUT THERE ARE HASSLES #ASE14@accelerationpar
  • 7. BUT THERE ARE HASSLES #ASE14@accelerationpar
  • 8. AFFILIATE PROGRAMS CAN FILL THE VOID • The commissions can be used as a loyalty payment • Tracking platform is already in place • Lots of creative to choose from • Updates and new ideas from the manager • Payments (direct deposit), tax forms, reporting etc. #ASE14@accelerationpar
  • 9. CHALLENGES: HAND HOLDING #ASE14@accelerationpar
  • 10. CHALLENGES: LINK BUILDING #ASE14@accelerationpar
  • 11. CHALLENGES: MARKETING TRACKING LINKS #ASE14@accelerationpar http://www.amazon.com/gp/product/B00A7NUA RS/ie=UTF8&camp=1789&creative=9325&linkC ode=ur2&tag=wwwhip2saveco-20 http://ctitbytrk.com/?a=19& oc=691&c=6724&s1 http://click.linksyne rgy.com/fs- bin/click?id=CY3N kS*Y9qw&subid=& offerid=265118.1&t ype=10&tmpid=11 415&RD_PARM1= http%3A%2F%2F www.puritan.com %2Fnew-low- prices- 1706%3Fsort%3D 3 http://www.shareasale.com/r.cfm?u=316239&b=21292 1&m=25790&afftrack=&urllink=www%2Egearxs%2Ec om%2FGrip%2D2%2DPack%2DSeamless%2DLadie s%2DTank%2DTops%2DChoice%2Dof%2D2%2DSiz es%2Dand%2D10%2DColors
  • 12. AFFILIATE STOREFRONTS #ASE14@accelerationpar
  • 13. WHAT ARE AFFILIATE STOREFRONTS? RETAILERS A powerful way for merchants to connect with non-traditional affiliates, new customers and to offer co-branding. PARTNERS An easy way for clubs, teams and school groups to take advantage of the buying power of their individual networks with well known brands. #ASE14@accelerationpar
  • 14. #ASE14@accelerationpar
  • 15. BENEFITS OF STOREFRONTS: MERCHANTS • Targets new customers and customer loyalty without direct discounts or incentives • Branding awareness • Merchant-controlled mass personalization • Payment, reporting, tracking etc. handled by network • Can integrate a bunch of disparate programs into one tracking platform (social, PR, BD, non profit) • Strengthen brand through association with charities • Offer personal recommendation to potential customers #ASE14@accelerationpar
  • 16. BENEFITS OF STOREFRONTS: ORGANIZATIONS #ASE14@accelerationpar v COMMISSION
  • 17. BENEFITS OF STOREFRONTS: ORGANIZATIONS #ASE14@accelerationpar
  • 18. BENEFITS OF STOREFRONTS: ORGANIZATIONS #ASE14@accelerationpar VS. OVER PRICED & DON’T WANT ALREADY WANT OR NEED
  • 19. BENEFITS OF STOREFRONTS: ORGANIZATION http://www.tinyprints.com/storefront/operationsmile #ASE14@accelerationpar
  • 20. BENEFITS OF STOREFRONTS: ORGANIZATION #ASE14@accelerationpar
  • 21. BENEFITS OF STOREFRONTS: ORGANIZATION #ASE14@accelerationpar
  • 22. BENEFITS OF STOREFRONTS: ORGANIZATION #ASE14@accelerationpar
  • 23. BENEFITS OF STOREFRONTS: ORGANIZATIONS #ASE14@accelerationpar
  • 24. GETTING STARTED: PICKING YOUR PLATFORM #ASE14@accelerationpar
  • 25. BUILDING YOUR OWN: IN HOUSE #ASE14@accelerationpar
  • 26. BUILDING YOUR OWN: IN HOUSE #ASE14@accelerationpar
  • 27. BUILDING YOUR OWN: HYBRID #ASE14@accelerationpar
  • 28. NETWORK STOREFRONT IN A BOX #ASE14@accelerationpar
  • 29. STOREFRONTS: PROCESS • Merchant markets and recruits to target partners • Onboarding and training new partners • The partner organization taps into their network of supporters and drives them to the storefront. • When people click on the co-branded storefront tracking link and make a purchase, the organization earns a commission. #ASE14@accelerationpar
  • 30. STOREFRONTS CASE STUDY: TEA COLLECTION #ASE14@accelerationpar
  • 31. STOREFRONTS CASE STUDY: TEA COLLECTION OBJECTIVE: Convert schools into affiliates #ASE14@accelerationp ar
  • 32. STOREFRONTS CASE STUDY: TEA COLLECTION BACKGROUND • Identified opportunity to leverage affiliate channel to manage and track their current school fundraising program. • Current coupon-based program had a ‘leakage’ problem. • One of the first merchants to work with ShareASale to develop custom Storefronts for School Days affiliates #ASE14@accelerationp ar
  • 33. STOREFRONTS CASE STUDY: TEA COLLECTION APPROACH • Assigned dedicated Storefronts Manager to handle all questions • For the week-long program Tea Collection offered schools free shipping and 15% of sales. #ASE14@accelerationp ar
  • 34. STOREFRONTS CASE STUDY: TEA COLLECTION #ASE14@accelerationp ar
  • 35. TEA COLLECTION: RESULTS • Total number of affiliates in the program GREW BY 17% with the addition of School Days Storefronts • Conversion rate for schools was 44% HIGHER than the average for the affiliate program • Schools raised almost $30,000 through the storefront in a two week period • Many asked to become regular affiliates • Some schools did prefer the easier coupon-based system #ASE14@accelerationp ar
  • 36. STOREFRONTS CASE STUDY: TINYPRINTS #ASE14@accelerationpar
  • 37. STOREFRONTS CASE STUDY: TINY PRINTS BACKGROUND • Lots of photographers were asking to work with Tiny Prints, with no easy way of doing so • Schools clogging up business development with requests to partner, especially around holiday • Many stranded one off landing pages and partnerships based on coupon codes and manual reporting/payment #ASE14@accelerationp ar
  • 38. TINY PRINTS: PHOTOGRAPHERS #ASE14@accelerationp ar
  • 39. TINY PRINTS: SCHOOLS & NONPROFITS #ASE14@accelerationp ar
  • 40. TINY PRINTS: RESULTS YEAR 1 RESULTS • 500 storefronts sign-ups • Almost all viral with little marketing • 100% ROI on development costs • Requests from PTA’s #ASE14@accelerationp ar
  • 41. TINY PRINTS: RESULTS YEAR 2 RESULTS • 1,000+ active storefronts • Less than 20 beta non-profits and PTA’s raised almost $125K in Nov/Dec • Major new product initiative & new revenue channel for Tiny Prints #ASE14@accelerationp ar
  • 42. TINY PRINTS: RESULTS YEAR 3 RESULTS • $1.5 million in sales • 14,000 orders • 81,000 clicks #ASE14@accelerationp ar
  • 43. POTENTIAL OF STOREFRONTS • Schools • PTAs • Youth sports teams • Charities • Nonprofits • Clubs and activities • Professionals #ASE14@accelerationpar
  • 44. POTENTIAL OF STOREFRONTS • For example, a sporting goods company could partner with personal trainers. #ASE14@accelerationpar
  • 45. OTHER THINGS TO THINK ABOUT #ASE14@accelerationp ar
  • 46. OTHER THINGS TO THINK ABOUT #ASE14@accelerationp ar
  • 47. OTHER THINGS TO THINK ABOUT #ASE14@accelerationp ar
  • 48. OTHER THINGS TO THINK ABOUT #ASE14@accelerationp ar
  • 49. THANK YOU ROBERT GLAZER | FOUNDER AND MANAGING DIRECTOR rglazer@accelerationpartners.com @accelerationpar www.accelerationpartners.com Boston 617.963.083 9 New York 646.664.1036 San Francisco 415.523.039