Give as you Live at Chase 2012: The Hidden Millions

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Presentation given at Chase 20120 on "How to Access Hidden Millions".

The session explored why the time is right for the worlds of affinity marketing, affiliate marketing and fundraising to merge into a significant source of new additional revenue for all UK charities.

There is an ever expanding recurring revenue that can be accessed through a supporters online shopping – it’s just a question what is the most elegant and efficient way to access it.

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  • It’s a bad world out there. We know that things are hard and people are struggling.
  • But we really don’t think this is the answer. Despite what we’re told in the news, I’m here to tell you there is still money available for charities. And by the millions.
  • And we are constantly told in the news that things are dire. Today it was announced that unemployment has hit a 16 year high. We know that over 2000 charities across England face a black hole in the funding of care for the sick, young, disabled and elderly due to budget reductions.It has been forecasted that charities face £3billion in cuts between 2012 and 2015. Everyday it feels like we’re hit with another news story of cuts and despair. BUT, there is one sector that is growing. One area of the market that isn’t shrinking, but instead growing.
  • Online shopping.Last year, in 2011 online sales in the UK were £50.34 billion or 12.0% of UK retail trade. In 2008, online was equivalent to only 8.6% of retail sales. That’s a 40% increase in just three years. And it’s not slowing down. In fact, it’s predicted that in 2012 online sales will increase by another 14%.In a recent report it was stated that online shoppers spent an average of just under £1,500 on 39 items each last year.Just looking around this room, raise your hand if you’ve bought these things online in the past year. Books? Who has a Kindle or an iPad? I bet your books bought online have increased rapidly! Who has bought music online? Anything that plugs in?Trips? I mean train tickets that you may have bought to come here right up to a holiday abroad. How about clothing? Now how many of you would say that you’ve made more than 5 purchases online last year? More than 10? 20? 30?
  • In 2008 you can see that internet ad spend was only 18.7% of the overall advertising spend.
  • But according to numbers released from the UK (and we know our markets roughly follow the same curve) online ad sales are set to increase year on year until 2016. Every other market for advertising is set to decrease. So, what does this all add up to? People spending more online, people shopping more online, advertisers investing more online? This is where we find your hidden millions. Right now companies are already making millions from people’s online shopping and browsing. Let me tell you how…
  • It’s called affiliate marketing. What this means is retailers will pay a commissions to companies that drive traffic to their website. The commissions are paid as a percentage of what the shoppers spends on their site. And it’s big business. In 2011 affiliate marketers delivered over £5billion is sales.
  • This is so comon place that nearly every big brand you can think of will pay a commisson on sales.Apple with pay 2% of any sale, Amazon 2.5%, The Trainline 1.75%.
  • From Harrods to Hotels.com the leading brands in the market all pay commissions on sales.
  • But let me show you how it works.We all know times are tough so let’s say I’ve had enough. I’m taking myself away somewhere hot to get some sun and recharge my batteries.
  • I head to lastminute.com and see what kind of a deal I can get on a little sunshine and time with a camel.
  • A trip to Marrakech sounds just about right. I get a few days on sunshine, my flights and hotel all included for £650.42 for me and a friend. Perfect.
  • Of course for a trip, I need a new outfit, so over to John Lewis for a lovely red dress. £160 and I’m ready to travel in style…. Aside from one critical features….
  • Shoes. A seal fromBoden at £49 – I’m now ready to hit the sun.
  • But what has all this earned through affilate marketing? My trip earned someone £13.01, my dress £4 and my cute little sandals £1.26. For a total of
  • £18.23.I didn’t shop any differently. I searched with Google, went straight to the shops and without paying a penny extra someone made £18.23 off my holiday.
  • Now, this may all sound complicated, but it’s happening already, right now, without you doing a thing. To put this into context let me take you through another complicated process that we all take for granted. A letter. Now, let’s say you want to send your Nan a birthday card, but she lives in Glasgow and you live in London. You’re not going to drive it up there yourself. You’re going to trust royal mail.
  • You’re simply going to write your letter and
  • Post it. You just trust the rest will happen. But, behind the scenes things are actually really complicated.
  • Your letter needs to be collected…
  • Sorted…
  • Driven to the right part of the country
  • Put into the right mail carrier’s bag
  • And delivered by hand to your destination. Did you know the Royal Mail delivers 84 million items every work day??! A HUGE investment of labour and time, all for the cost of a stamp. This is a huge undertaking involving lots of hidden people and process that you never see or think about. The same can be said of affiliate marketing. You shop online and behind the scenes money is being earned.
  • There are load of companies that do this. Some, like Give as you Live and Easyfundraising, donate these commissions to charity. Others, like top cash back, allow shoppers to keep the commissions earned.
  • I promised you hidden millions, so let me show you how quickly this money can all add up. From before when we were all raising our hands, you saw first hand that people are all spending more online. Now look at these numbers.Only 100 people they can generate £2,520 in one year. There are 200 of us in this room. If we all shop online and asked a friend or two, between us all we could earn over £12,000 this year. Without anyone spending a penny more or changing their shopping habits.Hidden millions from what we’re all already doing online. Don’t believe me? Let me show you.
  • There are lots of products on the market that will help you raise money from affiliate marketing, but I’ve used our Give as you Live to make my point. There are lots of ways to raise money. You can go directly to our website and enter the name of the store or category (like travel) you want. Pick the one that looks best and off you go.
  • You’ll see that the product is the same, the price is the same. But this time the £13.01 is going to charity. I picked Starlight Children's Foundation.
  • Or, you can download Give as you Live and use it when you shop online with Google. I go to Google type in red sun dress and on the side, the results that will raise money all appear. I click on the dress, and again,
  • You’ll see it’s the same product at the same price. Now I’ve raised £17.01.
  • And finally my shoes. Let’s say I go straight to Boden. I don’t use Google and I don’t want to go to another website first. With Give as you Live a little window pops up when you land on a relevant retailer’s website and you can click yes and raise money.
  • Now I’ve booked the exact same trip, bought the same dress and the same cute shoes only this time, £18.23 has been donated to Starlight rather than earning more money for a faceless company.
  • And, unlike when you normally shop online, you even get a lovely email thanking you for your purchase and telling you how much you’ve raised.
  • But what really is your shopping worth? Well, here’s my account screen so you can see what I’ve bought and how much I’ve raised. You can see I’ve got a little weakness for the January sales – Bodoen, John Lewis, The White Company… all my favorite stores. I paid the exact same amount and you can see I’ve raised £202.41.
  • All you have to do is download Give as you Live and you can do the same.
  • Now there are lots of companies you can use for this type of fundraising. I’ve shared a few of them with you already. But, as a shameless plug, we’re the only one that will donate an extra £5 for every new shopper and we’d love to talk to you about it today.Come and visit me afterwards or come and see our booth in the exhibition hall. Now, can I take any questions?
  • Give as you Live at Chase 2012: The Hidden Millions

    1. 1. The Hidden Millions Polly Gowers
    2. 2. The hidden millions Polly Gowers
    3. 3. The hidden millions Polly Gowers
    4. 4. The hidden millions Polly Gowers
    5. 5. The hidden millions Polly Gowers
    6. 6. The hidden millions Polly Gowers
    7. 7. The hidden millions Polly Gowers
    8. 8. The online economyOnline sales forecast as a percentage of total sales, by category. The hidden millions Polly Gowers
    9. 9. The hidden millions Polly Gowers
    10. 10. The hidden millions Polly Gowers
    11. 11. Affiliate marketingAffiliate marketing delivered over £5bn in e-commerce revenue during 2011. (10% of online sales) The hidden millions Polly Gowers
    12. 12. Donates Donates Donates Donates up Donates upup to 3.00% up to 5.00% up to 2.50% to 2.50% to 2.50% Donates Donates Donates Donates up Donates up toup to 2.50% up to 1.00% up to 2.50% to 2.00% 5.00% Donates Donates Donates Donates up Donates up toup to £35.00 up to 2.50% up to 2.00% to 2.00% £50.00 Donates Donates Donates Donates up to Donates up toup to 1.75% up to 2.00% up to 2.50% 2.50% 2.00% The hidden millions Polly Gowers
    13. 13. Donates Donates Donates Donates up Donates upup to 5.00% up to £4 up to 3.00% to 3.25% to 4.00% Donates Donates Donates up Donates up to Donates up to £30.00 up to 2.00% to 2.50% 6.00%up to 0.50% Donates Donates Donates Donates up Donates up toup to 1.25% up to 3.50% up to £150 to 2.50% 0.50% Donates Donates Donates Donates up to Donates up toup to 5.00% up to 2.50% up to 4.00% £60.00 1.00% The hidden millions Polly Gowers
    14. 14. Affiliate marketing 101…or going on holiday. The hidden millions Polly Gowers
    15. 15. £00.00The hidden millions Polly Gowers
    16. 16. + £650.42 £650.42 The hidden millions Polly Gowers
    17. 17. + £160.00 £810.42 The hidden millions Polly Gowers
    18. 18. + £49.00 £859.42 The hidden millions Polly Gowers
    19. 19. Affiliate marketing how it works:£650.42 £160.00 £49.00£13.01 £4.00 £1.26 The hidden millions Polly Gowers
    20. 20. Affiliate marketing how it works:£650.42 £160.00 £49.00£13.01 £4.00 £1.26 The hidden millions Polly Gowers
    21. 21. The complexity of a letter The hidden millions Polly Gowers
    22. 22. The complexity of a letter The hidden millions Polly Gowers
    23. 23. The complexity of a letter The hidden millions Polly Gowers
    24. 24. The complexity of a letter The hidden millions Polly Gowers
    25. 25. The complexity of a letter The hidden millions Polly Gowers
    26. 26. The complexity of a letter The hidden millions Polly Gowers
    27. 27. The complexity of a letter The hidden millions Polly Gowers
    28. 28. The complexity of a letter The hidden millions Polly Gowers
    29. 29. The hidden millions Polly Gowers
    30. 30. Your hidden millions.What is your supporters online shopping worth? Shoppers Monthly Shopping Value Annual Shopping Value 100 £210 £2,520 500 £1,050 £12,600 1000 £2,100 £25,200 5000 £10,500 £126,000 10,000 £21,000 £252,000 50,000 £105,000 £1,260,000 100,000 £210,000 £2,520,000 *Subject to a minimum spend of £10; see full terms and conditions. The hidden millions Polly Gowers
    31. 31. £00.00 £00.00The hidden millions Polly Gowers
    32. 32. £650.42+ £650.42 £13.01 The hidden millions Polly Gowers
    33. 33. £650.42 £13.01The hidden millions Polly Gowers
    34. 34. £810.42+ £160.00 £17.01 The hidden millions Polly Gowers
    35. 35. £810.42 £17.01The hidden millions Polly Gowers
    36. 36. £859.42+ £49.00 £18.23 The hidden millions Polly Gowers
    37. 37. Polly, your purchase at Lastminute.com has raised £13.01 for Starlight Childrens Foundation. To date you have raised £18.23 The hidden millions Polly Gowers
    38. 38. What is your online shopping worth? The hidden millions Polly Gowers
    39. 39. What is your online shopping worth? The hidden millions Polly Gowers
    40. 40. The hidden millions Polly Gowers
    41. 41. Thank you for listening Your Logo For more information, contact us at: 0870 005 5050 giveasyoulive@everyclick.com www.giveasyoulive.com Conference House Ltd. The hidden millionsSuite AL18A, BPSIC, Bletchley Park, Milton Keynes MK3 6EB Polly Gowers

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