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Give it Up, 17 February 2010 Giving it Up: why hasn’t online giving been “unleashed”? Nick  Aldridge, CEO, MissionFish UK
Participation: political vision and current reality... “ We need strong and concerted government action to make [the Big Society] happen.” ,[object Object],[object Object],[object Object]
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... ,[object Object],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 / simpler More direct More rewarding
Give at Checkout schemes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],17x-35x more likely
...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 Giving it Up: why hasn’t online giving been “unleashed”? Nick  Aldridge, CEO, MissionFish UK

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#BSNGiving nick aldridge slides

  • 1. Give it Up, 17 February 2010 Giving it Up: why hasn’t online giving been “unleashed”? Nick Aldridge, CEO, MissionFish UK
  • 2.
  • 3. 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?
  • 4.
  • 5. Big society online: getting involved Quicker, easier, more tangible, more personal
  • 6. Big Society Online: giving Easier / simpler More direct More rewarding
  • 7.
  • 8. Gift Aid declarations vs digital environment To donate £3 to Women’s Aid simply Text ACT  to  84424 .
  • 9. 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
  • 11.
  • 13. Who pays for core costs? Investments, corporate partners, and the BBC? PayPal (in February)? Patrons? The Donor? Trading income?
  • 14. Business interest in cause-related marketing? Analysis by Columbia Business School (2010)
  • 15. Causes on other major platforms
  • 16. Want to reward customers who give?
  • 17. Give it Up, 17 February 2010 Giving it Up: why hasn’t online giving been “unleashed”? Nick Aldridge, CEO, MissionFish UK