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The 5 Pillars of Online Fundraising Sue Fidler, Director, Sue Fidler Ltd
So how do you make it work?
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Planning
Planning… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Audience
Back to Basics ENQUIRER SINGLE GIFT REGULAR GIFT LEGACY AGE
Back to Basics WEB GENERATION EARLY ADOPTERS BUSINESS USERS SILVER  SURFERS
HIGHEST INCOME MIDDLE INCOME LOWEST INCOME
Potential Online Supporters ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ask
Make it easy -
Donate Sign Up Many ways to give
 
 
User journey -  Where have they come from?  What have they seen?
Where have they come from?  Appeal specific URL Donate page Appeal Branded
Where have they come from?  FULL STORY (WEB COPY) Donate
Where have they come from?  ASK/STORY (WEB COPY) Donate Homepage
Where have they come from?  ASK/STORY (WEB COPY) Donate EMAIL THE SAME COPY???
Ease of Use
[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
Donor Choice
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[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Donor Choice – Offering alternate ways to give
 
Donor Choice – Events  –  have you thought of them all
 
Donor Choice – Shopping
Online Shopping - Christmas / all year   - Direct or through a fulfilment company - Affiliate marketing - Charity Credit Card 22 million people shop online   –  average spend £647 in 6 months
 
Online Shopping - Mothers’ day - Valentines day - Easter - Fathers’ Day ????  Chocolate, flowers, specialities, books..
[object Object],[object Object],[object Object],[object Object],[object Object]
Online Raffles and Lotteries   - low set up cost - no admin costs - instant winner information - very high ROI
[object Object],[object Object],[object Object],[object Object]
Click to Give / Matched Giving - corporate sponsorship of a fixed donation - charity recruits ‘clickers’ or givers - click per day raises small sum per click
Search Engine Users - staff, volunteers, supporters, corporates schools   and beneficiaries to use  - averages £16 per person pa
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[object Object],[object Object]
Trusts/Grants - traditionally send out  box of info to   funders which is immediately out of date  - online you send out a link to a trust page   and direct them to an updated and detailed   page of information - allows you to say thank you
 
Corporates/ Regional& Community  - online profile is perfect ‘thank-you’ mechanism  - great development tool for employee fundraising via web and intranet sites - free to give and click to give opportunities
 
The Problems ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What doesn’t work ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What works ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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