#BSNGiving nick aldridge slides

Give it Up, 17 February 2010

Nick Aldridge, CEO, MissionFish UK

Giving it Up:why hasn’t online giving been “unleashed”?

Participation: political vision and current reality...

“We need strong and concerted government action to make [the

Big Society] happen.”• Supporting a resurgence of

volunteering• Encouraging charitable giving and

devolving more power to local government and beyond.

• Opening up public services

Non-donors, DCLG Citizenship Survey 2008/9

Lack of confidence in charities?

Broader socio-cultural issues?

Are charities failing to convince non-donors that there is an

immediate, tangible benefit as a result of donations?

Are charity staff, fundraisers, volunteers...

People like us?or....

Institutions like them?

Photo credits:

ICARDA spouses group

Christopher Thomond

Big society online: getting involved

Quicker, easier, more tangible, more personal

Big Society Online: giving

Easier / simplerMore direct

More rewarding

Give at Checkout schemes

Possible due to:- Reduced payment transaction costs online- (Relative) flexibility of checkout flows

But: - Relatively new and unproven- Not typically tax-effective- Limited flexibility and choice

Gift Aid declarations vs digital environment

To donate £3 to Women’s Aid simply

Text ACT to 84424.

The future is... frictionless

“Take two minutes to register

your details with us...”No.

Photo:http://www.marketingprofs.com

eBay donations after registration flow removed

eBay donations with a registration process required

...Topical

...Personalised

a) Our company’s favourite charity?b) Your favourite charity?

17x-35x more lik

ely

...Restricted

Who pays for core costs?

Investments, corporate partners, and the BBC?

PayPal (in February)?Patrons?

The Donor?

Trading income?

Business interest in cause-related marketing?

Analysis by Columbia Business School (2010)

Causes on other major platforms

Want to reward customers who give?

Give it Up, 17 February 2010

Nick Aldridge, CEO, MissionFish UK

Giving it Up:why hasn’t online giving been “unleashed”?