maximising gift aid using online tools
DESCRIPTION
How charities can use their websites, email communications, and social media websites and tools to maximise their income from donations made under Gift Aid.TRANSCRIPT
© 2009 Fundraising UK Ltd
www.fundraising.co.uk
Maximising Gift Aid using online tools
Presented at ‘Effective and Innovative Gift Aid’5 May 2009
Howard LakeFundraising UK Ltd
01206 579081
© 2009 Fundraising UK Ltd
www.fundraising.co.uk
New media is a very high-reach, low-cost medium driven
by content. The great advantage for charities is that
they have a great story to tell… New media allows people to participate, so
they're not passive recipients of advertising.
Joe BarrellHead of Communications, Save the Children
Collecting by Clicks, by Trina WallaceSocietyGuardian.co.uk
17 May 2007
© 2009 Fundraising UK Ltd
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Online opportunities
Using your own website/email communications
Using third parties’ services Using social media sites and
services For existing and potential
supporters
© 2009 Fundraising UK Ltd
www.fundraising.co.uk
Why bother?
Almost a third of UK adults don't know they can give to charities tax effectively and
only one in three could name Gift Aid, unprompted,
according to a new report from CAF.
UK Fundraising24 April 2009
www.fundraising.co.uk/node/178212
© 2009 Fundraising UK Ltd
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1. On your site Do all relevant donation forms feature
Gift Aid declaration? Interactive and downloadable forms?
Plan to update them three times from Jan-April 2010.
Explanation of Gift Aid? For higher rate taxpayers? Links to HMRC advice?
Mention of Postal Orders? Trumpet your Gift Aid income and
conversion rate?
© 2009 Fundraising UK Ltd
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Check again
© 2009 Fundraising UK Ltd
www.fundraising.co.ukIn your email
communications Feature Gift Aid and need for
declaration in all email signatures Occasional email to supporters
about Gift Aid Feature in email newsletters
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Triggers for email
Approach of end of financial year Filling in personal tax forms with
donation option Report back on Gift Aid
successes/totals 2010 Gift Aid reclaim period
reductions
© 2009 Fundraising UK Ltd
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2. Use third party tools
© 2009 Fundraising UK Ltd
www.fundraising.co.uk3. New media, new
opportunities
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Why? Numbers!
More than 200 million active users
More than 100 million users log on to Facebook at least once each day
10 hours of video is uploaded to YouTube every minute
More than 3 billion photos
© 2009 Fundraising UK Ltd
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© 2009 Fundraising UK Ltd
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Supporters have friends…
Ease and speed of sharing ideas, thoughts, requests…
Twitter – retweet Email – forward Facebook – status
updates etc
© 2009 Fundraising UK Ltd
www.fundraising.co.ukSocial networks deliver
people
Since launch, Facebook has become our second
biggest referrer, after Google. And it's getting ever closer to number
one. Simon Doggett, Justgiving
22 August 2007whitewater.biz/journal/archives/2007/08/catching_up.html
© 2009 Fundraising UK Ltd
www.fundraising.co.ukSocial networks deliver
people
4.98% of all traffic to Bmycharity has come through Twitter in the
last month
Ben Brabyn, Bmycharity.com27 April 2009
www.facebook.com
© 2009 Fundraising UK Ltd
www.fundraising.co.ukFirst steps on social
networks See which sites other charities are
using, and how Explore, use it yourself Search for your charity’s name: who
is talking about you? Register an account in your
charity’s name, if only to protect yourself e.g.– twitter.com/britishredcross
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www.youtube.com/watch?v=tHBXaOHH_2I
Humour
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Flickr.com
Photo: Mmm, Gift Aid…www.flickr.com/photos/justgiving/
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Using Flickr.com
Create a photo that shows you what Gift Aid reclaims have let your charity achieve in past year
Encourage supporters to share, forward, embed the picture
Photo: www.flickr.com/photos/bidwiya/
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Social networking sites [are] so important for charities… they essentially represent the future of community
fundraising – Web 2.0 enabling Community
Fundraising 2.0.
Bryan Millerwww.fundraising.co.uk/blogs/bryanmiller
21 July 2007
Significance of Facebook
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Offers audience and its own tools
The Children’s Trust announce challenge event on Facebook.
16 August 2007
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Using blogs
Even the Director, Barbara Stocking
March 2007
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Micro-blogging
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www.fundraising.co.ukCustomer service
(public/private)
Twitter.com/wateraid06/02/2009
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“The story continued to unfold at breathtaking speed - live, in real time - and Mara Triangle were answering questions from Twitter users throughout; providing donors and prospective donors with unique insights into the challenges they face and the incredible work they do”. Rachel Beer, www.thecharityplace.co.uk
© 2009 Fundraising UK Ltd
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What are widgets?
… small applications that can be incorporated into anyone’s
web page… They can help companies sell their wares,
effectively creating shop fronts in millions of new locations.
Rosie Swash and Paul MacInnesThe Guardian
24 March 2007, p.16
© 2009 Fundraising UK Ltd
www.fundraising.co.ukLet fundraisers promote
you/them
© 2009 Fundraising UK Ltd
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Putting them all together
For a lesson in using social media to... connect people and causes, you couldn’t get a much better
example than Mara Triangle, who have integrated content on
Facebook, Flickr, and Vimeo, and are microblogging updates
regularly using Twitter
Rachel Beerwww.thecharityplace.co.uk
7 June 2008
© 2009 Fundraising UK Ltd
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So, what should you do? Check your website and email
communications promote Gift Aid Use third-party online fundraising
tools Explore using social networking and
tools to promote Gift Aid
© 2009 Fundraising UK Ltd
www.fundraising.co.ukA practical approach to
success
Oxfam’s Web site is moving from being
‘about Oxfam GB’ to ‘being Oxfam GB’
Andrew HattonOxfam GBJune 2001
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Find out more
www.thecharityplace.org beth.typepad.com/beths_blog www.fundraising.co.uk/taxonomy/term/
2493 www.fundraising.co.uk/news/new-media www.fundraising.co.uk/blogs/bryanmiller www.fundraising.co.uk/forums/giftaid
© 2009 Fundraising UK Ltd
www.fundraising.co.uk
Thank you
Howard LakeFundraising UK [email protected] 579081
www.twitter.com/howardlakewww.twitter.com/ukfundraising