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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

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Nick Aldridge For York Io F Feb 09 Slideshare

  1. 1. eBay for Charity: Buzz-building, special auctions, social networks Nick Aldridge, CEO, MissionFish
  2. 2. eBay for Charity <ul><li>Helps charities raise funds on eBay, by </li></ul><ul><ul><li>Enabling charities of all sizes to raise funds by trading in the eBay marketplace. </li></ul></ul><ul><ul><li>Giving over 20 million users a secure and efficient way of donating a percentage of their sales to charity. </li></ul></ul><ul><li>The programme is managed by eBay and MissionFish, a registered charity, in partnership. </li></ul>
  3. 3. A promising start… <ul><li>Over 3000 charities have signed up for the programme </li></ul><ul><li>£8m raised in 3 years </li></ul><ul><ul><li>£11,000 raised every day </li></ul></ul><ul><ul><li>30,000-40,000 charity listings live at any time </li></ul></ul>
  4. 4.
  5. 5. How charities use eBay for Charity <ul><li>From the biggest charities… </li></ul><ul><li>Oxfam has raised over £1m by bringing its national network of shops onto eBay for Charity </li></ul><ul><li>The GOSH Charity has raised over £150,000 through special auctions, and by encouraging its supporters to donate </li></ul><ul><li>To the smallest… </li></ul><ul><li>The Wild Trout Trust has raised over £120,000 through an annual auction of fishing experiences </li></ul><ul><li>The Hampton Hill School has raised almost £20,000 through sales of celeb memorabilia and their supporters/PTA’s </li></ul>
  6. 6. Ewan Macgregor’s motorbike: £20k raised
  7. 7. Celebrity spectacles for Sightsavers
  8. 8. Hunger and plates
  9. 9. The eBay community as a social network <ul><li>Feedback (reputation) is the currency, and therefore source of much debate </li></ul><ul><li>Posts per month run into 100,000s, with several new UK threads every minute at peak times </li></ul><ul><li>Some users spend a huge amount of time on the board, and are very passionate about eBay </li></ul>
  10. 10. Voices from the eBay community…
  11. 11. Some golden rules for “community support officers” <ul><li>It’s good to talk: </li></ul><ul><li>Engage whenever you can add some useful facts, advice or support: your presence will be welcomed </li></ul><ul><li>Active board posters are often experts, and can be a useful source of advice and feedback for you, as well as other community members </li></ul><ul><li>Correct conspiracy theories, however outlandish, and explain/ defend your motives </li></ul><ul><li>React calmly to criticism, and even abuse: but make standards clear and don’t tolerate inappropriate tone/comments </li></ul>
  12. 12. <ul><li>However… </li></ul><ul><li>Be efficient and deal with the core issue: don’t engage in 100 detailed conversations </li></ul><ul><li>Don’t take things personally: you are seen as the “voice of the organisation” </li></ul><ul><li>If you edit/moderate, you’re responsible for what remains up </li></ul><ul><li>Don’t overpromise, or break promises, about what you can do to solve problems </li></ul><ul><li>Sometimes it’s best to let sleeping dogs lie… (if they have all moved on, so should you) </li></ul>
  13. 13. “ Viral marketing”: Scarlett Johansson’s special auction <ul><li>Scarlett Johansson | used tissue | eBay auction | snot rag | Jay ... http:// / </li></ul><ul><li>OWN TISSUE FROM SCARLETT JOHANSSON & SAM JACKSON - eBay (item ... http:// / </li></ul><ul><li>Bid For Scarlett Johansson’s Used Tissue On eBay | TopNews United http:// / </li></ul><ul><li>Center for Disease Control Weighs in on Used Tissue Sales on eBay </li></ul><ul><li>Scarlett Johansson's Tissue Is Precious </li></ul><ul><li>http:// / </li></ul><ul><li>Scarlett Johansson Snotty Tissue on Ebay - </li></ul><ul><li> </li></ul>
  14. 14. Fansites and Facebook <ul><li>Facebook etc. are “just a marketing channel” –traffic rather than transactions. </li></ul><ul><ul><li>The most popular eBay application on Facebook has 5,000 active users. eBay and Facebook each have 100,000,000s. </li></ul></ul><ul><li>Targeted fansites reap higher rewards for specific campaigns/associations </li></ul><ul><li>New initiatives tend to be drastically overhyped, so are worthwhile! </li></ul>
  15. 15. Next step: donor recognition <ul><li>Why give through eBay for Charity? </li></ul><ul><li>Easy and automatic </li></ul><ul><li>Marketing incentives </li></ul><ul><li>Cost-effective </li></ul><ul><li>What else…? </li></ul>
  16. 16. Judging online fundraising opportunities <ul><li>There are plenty around, so it’s fair to be discerning. </li></ul><ul><li>Ask whether it brings… </li></ul><ul><li>Something of relevance to most of your potential supporters </li></ul><ul><li>An additional source of traffic </li></ul><ul><li>A recognised/trusted brand, platform or site </li></ul><ul><li>Marketing clout and resources </li></ul><ul><li>A genuinely additional way of interacting with supporters </li></ul>
  17. 17. Maximising online fundraising opportunities <ul><li>Five big trends in online fundraising: </li></ul><ul><li>Stories, not annual reports </li></ul><ul><li>Engage and explain, then fundraise </li></ul><ul><li>From walled garden to public park: beyond your own website </li></ul><ul><li>Integrate the online work – it needs to fit your overall message </li></ul><ul><li>Use partners to reach new audiences </li></ul><ul><li>Passion, Persistence and Partnership: MissionFish, IoF, nfpSynergy </li></ul><ul><li>15,000 copies downloaded from </li></ul>
  18. 18. eBay for Charity: Buzz-building, special auctions, and social networks Nick Aldridge, CEO, MissionFish