Passion,persistence,partnerships   secrets for earning more online
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Passion,persistence,partnerships secrets for earning more online

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Passion,persistence,partnerships   secrets for earning more online Passion,persistence,partnerships secrets for earning more online Presentation Transcript

  • Passion, Persistence, Partnerships – secrets forearning more onlineNick Aldridge, CEO MissionFish UKGemma Tracey, Senior Researcher nfpSynergyTel: 020 7426 8888Email: gemma.tracey@nfpsynergy.netWeb: www.nfpsynergy.net
  • Our online lives 4
  • % households with broadband 100% 90% 80% 74% 70% 71% 68% 60% 58% 50% 52% 40% 41% 30% 31% 20% 10% 0% 2005 2006 2007 2008 2009 2010 20115
  • Regularly accessing the internet on mobile devices 100% 90% Spring 2008 Autumn 2009 Summer 2010 80% 70% 60% 50% 47% 41% 40% 31% 29% 30% 26% 23% 20% 20% 10% 9% 5% 0% Total Male Female 15-24 25-34 35-44 45-54 55-64 65+Do you use your mobile phone to do any of the following? Source: nVision Research Base: 1,000 face-to-face respondents aged 16+, GB
  • People participating in social networking websites 100% 90% Autumn 2008 Autumn 2009 Summer 2010 80% 70% 60% 50% 43% 40% 30% 28% 24% 25% 24% 25% 19% 20% 10% 7% 0% Total Male Female 15-34 35-54 55+ ABC1 C2DEDo you use your mobile phone to do any of the following? Source: nVision Research Base: 1,000 face-to-face respondents aged 16+, GB
  • Key trends Convergence of TV and internet Internet will remain the perfect medium for rapid trends The web will only increase in its interactivity and personalisation The web has the power to be a leveller between big and small Nobody can escape The mobile is in ascent 8
  • Charities online 9
  • Popularity of online tools for charities Facebook 71% Twitter 62% Youtube 50% Just Giving 40% Linkedin 33% Blogs 33% Google Adwords 32% Flickr 31% Virginmoneygivig 26% eBay for Charity 26% Everyclick 20% Facebook Ads 19% The Big Give 14% MySpace 8% Google Adsense 8% Easyfundraising 7% Bmycharity 6% CAF Online Giving 6% Amazon Associates 5% Bebo 3% Other 7% No answer 19% 0% 20% 40% 60% 80% 100%“Which of the following services do you make use of? Please tick as many as apply.” Base: 434 respondents 10 Source: nfpSynergy, May 11
  • How charities use social media For general communications with 83% 83% our supporters 60% To communicate about our 77% 77% campaigns 67% To understand our supporters 55% 44% views 10% 49% To fundraise generally 36% Facebook 25% Twitter 33% YouTube To see what other organisations 49% are doing 11% 27% To provide support/ services 20% 17% 10% To fundraise during emergencies 9% 6% 0% 20% 40% 60% 80% 100%“If your organisation uses Facebook, Twitter, or YouTube what do you use them for?” Base: 247 respondents 11 Source: nfpSynergy, March 11
  • Strategic importance of the internet to charities Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree The internet is an important aspect of my charitys brand and -1% -3% 36% 49% reputation management Senior staff are driving our strategy for the internet -4% -16% 39% 18% The internet has grown as a source of income for us in the last -8% -19% 31% 15% 12 months Our internet strategy is fully integrated with the organisations -6% 32% 11% overall strategy and operating plan Our internet strategy is ratified and approved at board level -5% -27% 28% 13%All parts of the organisation feel responsible for making sure they -7% -38% 24% 7% make the best use of the internet -80% -60% -40% -20% 0% 20% 40% 60% 80% 100% “Please indicate to what extent you agree and disagree with the following statements” Base: 313 respondents 12 Source: nfpSynergy, March 11
  • Measuring website usage Hits 64% Unique visitors 62% Page/URL tracking 50% New visitors 41% Email click throughs 39% Repeat visitors 36% Email open rates 34% Email subscriptions 33% Registrations 31% Downloads 31% Number of transactions 23% Forms submitted 20% Exit pages 19% Campaign tracking 18% Applications 10% Other 3% We dont really measure it 12% No answer 10% 0% 20% 40% 60% 80% 100%“How do you measure usage of your website? Please select all that apply” Base: 313 respondents 13 Source: nfpSynergy, March 11
  • Usefulness of web presence for areas of work Not at all useful Not really useful Dont know Quite useful Very useful Communication -1% 21% 70% Information/education -1% -3% 28% 62%Branding and marketing -4% 26% 60% Campaigning -4% -11% 31% 41% Customer Support -4% -13% 35% 36% Fundraising -5% -12% 28% 41% Service Provision -5% -13% 31% 35% Trading -13% -19% 24% 24% -60% -40% -20% 0% 20% 40% 60% 80% 100% “How useful is having a website/ web presence for each of the following functions” Base: 318 respondents Source: nfpSynergy, March 11 14
  • Insights from eBay for Charity’s success raisingmore online
  • Online fundraising growth: the big opportunity? Online fundraising is up 85% as Launch ofeBay Give at share of voluntary income: Checkout - 2% in 2007/8 - 3.7% in 2010/11 www.missionfish.org.uk/researchBut, UK charities are well behind retail (10% online) and US nonprofits (8%).
  • Give as you shop: it can work! Items with a donation generate 34% more sales than non-charity equivalents. (Not always, though)Analysis by Columbia Business School (2010)
  • But remember: the shoppers aren’t there to give.Oh, and you’re supporting a good cause. (So, no guilt then)
  • The future is… “frictionless” No, “Take two minutes to register your thanks details with us...” eBay donations after registration flow removed eBay donations with a registration process required Photo:http://www.marketingprofs.com
  • low friction: give at checkout schemes £4.75m raised for UK charities 1,401,689 donors have made 4,172,834 donations.Possible as online retail has:- Lower transaction costs- More flexible checkout tech. Hope is that they will create a habit of giving, despite some limitations: - Require some effort from each retailer - Don’t (usually) enable Gift Aid - Don’t support donor preferences, or comms
  • The future is…topical: speed, not just need
  • … restricted: offering control/reassurance (easily)
  • …personalised: responsive to users’ preferences Give at Checkout on eBay 20x more likely to give. UK US Our favourite Your favourite eBay UK: 48,281 users have nominated 70,903 favourite charities
  • …platform-specific
  • …mobile Comic Relief • £15m was raised via text donations • 36% of PayPal donations were mobile eBay: • Mobile now more than 10% of purchases • More over 50s are shopping via their mobiles than under 20s • 300,000 new customers first came to eBay on their mobiles
  • … enterprising• Over £100,000 raised • Over £400,000 raised each year by 11th each year for Interact Folkestone Scout Group Chelmsford.
  • A word from the taxman…
  • Gift Aid declarations vs digital environment To donate £3 to Women’s Aid simply Text ACT to 84424.• Allowing other unique identifiers than name and address• Simpler model declarations for online, mobile etc• Declarations non-specific to charities, to enable (in theory) sharing• Less micro-management by HMRC (via guidelines etc)
  • Discounts or vouchers for shoppers who give?
  • Micro-volunteering platforms… Aegis Media: Volunteers help nonprofits with their PR, websites etc Standard Chartered: Volunteers can visit the GG projects and provide reports back.Int’l dev charities:E: jtomlin@globalgiving.co.uk
  • Other ways people are “getting involved”
  • Recommendations and tips from our sectorspecialists 33
  • Advocates – find them, nurture them “after wishing one woman luck with a charity run, she started to engage with us on Twitter. In 2012 she’s planning to run the Virgin London Marathon and raise money for us with her husband and two friends. If you engage with people online, and start a good conversation they can eventually become advocates – bringing in their family and friends as supporters too.” Jack Cumming, e-Commerce Manager, AICR 35
  • A golden era for feedback “The truth is, people have always been having these conversations about your organisation, but now you actually have a chance to respond to concerns and open up dialogue.” Amy Sample-Ward, NTEN 36
  • Attention to detail matters more than you might think “…subtlety is a big deal, and can make a massive difference in economic performance.” Andrew Cates, SOS Children’s Village 37
  • Investing in engagement “The level of workload has certainly surprised us. If you just want to use social media as a broadcasting tool then it probably doesn’t take so much time, but to make the most of it is a full-time job for us.” Steve Taylor, League Against Cruel Sports 38
  • A more level playing field? When it comes to raising money through Facebook, the charities that have raised the largest amounts are pretty evenly divided between small, medium and large organisations. 39
  • Events fundraising – beyond the finish line 40
  • A sector embracing online 41
  • Why loving social media begins at home “Blogging for us is the right tool at the right time. The blog enables people to get real insights into homelessness, and the work we do here at Emmaus on a day-to-day basis. And very importantly for us, the blog empowers our Companions – and this is vital for a grassroots organisation.” Rosi Jack, Communications & Enterprise Support Manager at Emmaus UK 42
  • 2-6 Tenter Ground Spitalfields London E1 7NH (w) www.nfpsynergy.net (t) 020 7426 8888 (e) insight@nfpsynergy.netRegistered office: 2-6 Tenter Ground Spitalfields London E1 7NH Registered in England No. 04387900 VAT Registration 839 8186 72