1. Passion, Persistence, Partnerships – secrets for
earning more online
Nick Aldridge, CEO MissionFish UK
Gemma Tracey, Senior Researcher nfpSynergy
Tel: 020 7426 8888
Email: gemma.tracey@nfpsynergy.net
Web: www.nfpsynergy.net

4. Our online lives
4

5. % 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 2011
5

6. 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

7. 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 C2DE
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

8. 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

9. Charities online
9

10. 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

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

12. 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 charity's 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 organisation's
-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

13. 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 don't 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

14. Usefulness of web presence for areas of work
Not at all useful Not really useful Don't 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

16. Insights from eBay for Charity’s success raising
more online

17. Online fundraising growth: the big opportunity?
Online fundraising is up 85% as
Launch of
eBay Give at share of voluntary income:
Checkout - 2% in 2007/8
- 3.7% in 2010/11
www.missionfish.org.uk/research
But, UK charities are well behind retail (10% online) and US nonprofits (8%).

18. 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)

19. But remember: the shoppers aren’t there to give.
Oh, and you’re supporting a good
cause.
(So, no guilt then)

20. 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

21. 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

22. The future is…topical: speed, not just need

23. … restricted: offering control/reassurance (easily)

24. …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

25. …platform-specific

26. …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

27. … enterprising
• Over £100,000 raised • Over £400,000 raised
each year by 11th each year for Interact
Folkestone Scout Group Chelmsford.

28. A word from the taxman…

29. 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)

30. Discounts or vouchers for shoppers who give?

31. 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

32. Other ways people are “getting involved”

33. Recommendations and tips from our sector
specialists
33

35. 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

36. 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

37. 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

38. 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

39. 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

40. Events fundraising – beyond the finish line
40

41. A sector embracing online
41

42. 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
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