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A few insights and thoughts on online giving, and the opportunities and barriers to developing it further, based on the experience of MissionFish in facilitating online giving via eBay.
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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”?
