The document outlines the 5 pillars of online fundraising: planning, audience, ask, ease of use, and donor choice. It discusses understanding your audience and their preferences, crafting compelling asks, making donations easy to complete with multiple payment options, and integrating online and offline fundraising efforts. The key is engaging supporters through stories, allowing them to feel involved, knowing what they want, and facilitating easy ways to give.

1. The 5 Pillars of Online Fundraising Sue Fidler, Director, Sue Fidler Ltd

2. So how do you make it work?

4. Planning

6. Audience

7. Back to Basics ENQUIRER SINGLE GIFT REGULAR GIFT LEGACY AGE

8. Back to Basics WEB GENERATION EARLY ADOPTERS BUSINESS USERS SILVER SURFERS

9. HIGHEST INCOME MIDDLE INCOME LOWEST INCOME

11. Ask

12. Make it easy -

13. Donate Sign Up Many ways to give

16. User journey - Where have they come from? What have they seen?

17. Where have they come from? Appeal specific URL Donate page Appeal Branded

18. Where have they come from? FULL STORY (WEB COPY) Donate

19. Where have they come from? ASK/STORY (WEB COPY) Donate Homepage

20. Where have they come from? ASK/STORY (WEB COPY) Donate EMAIL THE SAME COPY???

21. Ease of Use

25. Donor Choice

28. Donor Choice – Offering alternate ways to give

30. Donor Choice – Events – have you thought of them all

32. Donor Choice – Shopping

33. 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

35. Online Shopping - Mothers’ day - Valentines day - Easter - Fathers’ Day ???? Chocolate, flowers, specialities, books..

37. Online Raffles and Lotteries - low set up cost - no admin costs - instant winner information - very high ROI

39. Click to Give / Matched Giving - corporate sponsorship of a fixed donation - charity recruits ‘clickers’ or givers - click per day raises small sum per click

40. Search Engine Users - staff, volunteers, supporters, corporates schools and beneficiaries to use - averages £16 per person pa

43. Trusts/Grants - traditionally send out box of info to funders which is immediately out of date - online you send out a link to a trust page and direct them to an updated and detailed page of information - allows you to say thank you

45. 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