AMPLIFY YOUR FUNDRAISING WITH EBAY FOR CHARITY - FEDERICA RABIOLO, HEAD OF EMEA GLOBAL IMPACT, EBAY RIA BROAD, HEAD OF CAUSE PROGRAMMES, PAYPAL ...
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Amplify your Fundraising with eBay for Charity Federica Rabiolo, Head of EMEA Global Impact, eBay Ria Broad, Head of Cause Programmes, PayPal Giving Fund UK Kristen Filice, Head of UK B2C Seller Marketing, eBay 2018 Charity Retail Conference
Thanks to our engaged community of 171 million users, we have helped thousands of UK charities, of all sizes and for all causes, raise over £110m through eBay for Charity. Every month 24M people visit eBay UK!
4 Ways to Fundraise on eBay
Strategic
Community Give at Partnerships &
Direct Sales High Profile
Sales Checkout
Campaigns
POW ERED BY PAYPAL GIVING FUND
Direct Sales
• List new or donated stock on eBay for eBay
What are the benefits?
buyers to purchase
• Reach your supporters even
• List fixed price or at auction
when they are shopping online
• Get your charity in front of
• High value items get more exposure and eBay’s 171M users and gain
higher price than they do in your high street visibility with new supporters
shops
• eBay waives 100% of fees for
• Items with the blue and yellow charity ribbons charity sellers
are more likely to sell and usually sell for a
• PayPal offers reduced fees
higher price
(1.4%/transaction + 20p)
• In 2017 enrolled charities raised £20M via
direct selling
Tips for Success: Our Direct Selling Guides
Setting up How to list
your eBay What to list (Titles, categories,
(and what not to) descriptions &
operation photos)
Marketing Holding
Boosting
and special
favourites
promotion auctions
Community Sales
• eBay sellers can donate from 10-100% of their
sale to your charity
• They receive fee discount based on % of
donation.
• Feature is built into eBay app – EASY to list
and give back!
• Many charities do not proactively leverage
this – tell your supporters!
• Think about building community selling
events or campaigns into your fundraising
plans.
• For items supporters don’t want to donate,
they can make extra cash and support your
charity.
Give at Checkout
• You can apply to be featured for a week in
eBay’s checkout flow
• Raise £2,000-6,000 in one week
• Encourage your supporters to favorite your
charity via charity.ebay.co.uk
Charities
PPGF collects
eBay buyer gives at receive monthly
donations with
checkout payouts in their
Gift Aid
PayPal account
*NEW: Strategic Charity Partnerships
• New approach to supporting charities that
raises funds and awareness
C harity eB ay
• Campaign agreed upon during calendar •Bring unique, one-of- •Invest in marketing,
moment relevant to your organization & to a-kind, exclusive advertising, social
items to be and PR support
consumers (i.e. World Hunger Day) auctioned off on our •Create dedicated
platform landing page
•(meet & greet, VIP •Cover costs of
experience, auction management
backstage tickets, services
signed memorabilia,
etc.)
Charities Fundraising With Us
Introduction and overview
Ria Broad, Head of Cause Programmes
1
0makes charitable giving part of everyday
commerce.
We partner with leading internet businesses
to develop and grow new sources of funds for the
charitable sector.
© 2018 PayPal Giving Fund. All rights reserved. Confidential and proprietary. 11PayPal Giving Fund: raising new funds for charity
In partnership with PayPal and other leading internet businesses
• New fundraising opportunities for UK charities
• Integrated with PP’s payments & vetting platform
• PayPal capabilities used end-to-end
PPGF receives the funds
and claims Gift Aid
• ~5,000 UK charities
enrolled
• £8m granted per year to • We share donor details
UK charities (with consent)
• Funded by PP and our • No payout fees
partners: no fees to
charities for PPGF
Customers support their services PPGF regrants the funds
favourite charities on to PP-vetted charities
their favourite sites
© 2018 PayPal Giving Fund. All rights reserved. Confidential and proprietary.Customer giving programs for 5 internet businesses
A growing range of branded customer giving programmes,
along with individual campaigns and initiatives.
eBay customers can donate to their favourite charity as they
buy or sell on the site, or purchase items from charities.
Digital creations sold and distributed online at customer-
determined price, including a proportion to a charity chosen
by Humble Bundle or the customer.
Fundraisers create campaigns to support their favorite
charities, with donations collected by PPGF.
(New in 2018)
StubHub previously donated its fees from the resale of tickets
to charitable events on the US and UK sites, and may enable
consumer giving in the future.
© 2018 PayPal Giving Fund. All rights reserved. Confidential and proprietary. 13Businesses use our directory to enable donations © 2018 PayPal Giving Fund. All rights reserved. Confidential and proprietary.
How charities enrol
2
1 3
Confirm your
Open a PayPal Enrol with PayPal
charity status with
Business account PayPal Giving Fund
Free to open Charities vetted by PayPal Free to enrol
and receive PayPal’s charity rate
© 2018 PayPal Giving Fund. All rights reserved. Confidential and proprietary. 15The PPGF dashboard
• Access the PayPal Giving Fund
dashboard to retrieve information
about donors and payments, and keep
your profile up to date
• Visit www.paypalgivingfund.org.uk and
log in with your PayPal credentials
© 2018 PayPal Giving Fund. All rights reserved. Confidential and proprietary. 16Next steps…
• Visit www.paypalgivingfund.org.uk to learn more and
enrol
• Promote giving programmes to your supporters
• Contact us at info@paypalgivingfund.org.uk with any
questions
1
© 2018 PayPal Giving Fund. All rights reserved. Confidential and proprietary. 7Maximise your sales with eBay marketing tools Kristen Filice Head of UK B2C Seller Marketing
Get started with the eBay Seller Centre
Yo u r
o
s h o p n e -s to p
-
s e llin fo r e B a y
geBay Shops
Shop subscriptions on eBay
Choose from 3 levels of eBay
Shop subscriptions based on:
Your sales How you plan to
volum e grow your business Your eBay Shop is a central shopping
destination where buyers can learn about you
and your business, and browse your items
through a customisable shopfront.
Benefits include:
Inclusive fixed Monthly credit for Monthly Tools to capture Access to eBay marketing tools,
price and listing upgrades voucher for your brand with including Promotions Manager,
auction-style and Promote your eBay branded a unique Promote Your Listings, and
listings listings packaging shopfront customisable email campaigns.Which eBay Shop is right for you?
No Shop Basic Shop
Pay as you sell. Get your business
started with reduced
fees and tools to help
you grow.
Featured Shop Anchor Shop
Take it to the next level Expand your enterprise
with more inclusive with confidence, with
listings, eBay unlimited inclusive
packaging supplies, fixed-price listings,
free international and increased benefits
listings, and more. across the board.Personalising your Shop
C ap
tu
y o u r re
Setting a billboard image b ra n
d
Choosing your Shop logo
Writing a Shop description
Designing your Shop theme
Customising your left navigation bar
Setting your customised categories
Uploading an HTML5 web pagePromoting your Shop
Choose the Design and Start getting
best Shop custom ise a buyers through
subscription catchy shopfront the door
for you
Let buy
You’ll be able to:
know w ers
Create a listing frame
Spread the word with email marketing you are ho
Register your domain name
Set up promotions with Promotions Manager
Promote your Listings to gain extra visibilityWhy use marketing on eBay?
What do buyers want?
83 42
prefer
%
want free
%
50
use their
%
promotions or discounted mobile
postage devicesStand
out
SPONSORED
with
marketingStand out with marketing
Promotions Manager & Promote Your Listings
What is Promotions Manager?
Promotions Manager helps you create custom
offers, showcasing more of your merchandise to
buyers, while tempting them with a compelling
reason to buy
Increase order size and
value
Stand-out from the
competition
Cross-sell and
merchandise
Benefit from increased
visibility
Save on postageWhat is Promotions Manager?
Types of promotions 1 2 Order size offer Codeless Coupon Promote your entire eBay Engaging previous or shop, a category of items, future customers with or a selected set of items. coupons. 3 4 Accessory discount Sale event Inspiring the purchase Best for merchandising of specific items that are all discounted items often bought together. together.
Good offer Bad offer
BUY 5, GET 1 FREE £10 off when you spend
Eligible item s: Crystal wine glasses
£30
Eligible item s: Dresses @ £15.99+
10% OFF WHEN YOU
SPEND £20
Eligible item s: BUY 2, GET 1 AT 50% OFF
M obile phone cases @ £1.99
Eligible item s: Laptops and tabletsWhich promos work best?
Home & Electronic & Parts &
Fashion Garden DIY Technology Collectibles Accessories
Shop the That Spring Create a Can’t make Supercharg
look!
G ro u p th e rig h t won’t buzz with a collection e baskets
ite m s to g e th e r a n d M e rc h a n d is e a ro u n d T h e n c re a te a s a le e v e n t T ry m in im u m s p e n d
o ffe r m in im u m clean
p ro je c ts lik itself
e ‘s p rin g markdowns
to m e rc h a n d is e y o u r with
S ta rt a cjust
o lle c tio one
n w ith o ffe rs to h e lp c a r
e n th u s ia s ts g e t re a d y
q u a n tity to q u a lify
fo r a d is c o u n t o r
g a rd e n in g ’ o r
‘R e m o d e l y o u r
m a rk e d d o w n ite m s .
collectible
B O G O o ffe rs o
o f-a -k in d ite m s .
n one-
fo r th e ir n e x t
fre e p o s ta g e k itc h e n .’ a d v e n tu re !Improve Increase
visibility velocity
listings that don’t get best sellers, hot inventory,
enough visibility in search or seasonal items
When is the right time
to promote items?
Sell excess Move higher
inventory priced items
clear out surplus stock or that otherwise don’t
discontinued items move easilyWhat is Promote Your Listings? Promo
boosts te Your Lis
by 30%item visibi tings
* lity
Low risk buyers and helps
Pay only when your listings see your
item sells right m at the just
oment
Quick set-up
Launch a campaign in
three easy steps
Real-time
reporting:
Monitor your data
and adjust any
timeHow to create a Promote Your Listings campaign Step 1 Select individual listings to promote or upload them in bulk Step 2 Use trending rates to guide your ad rate selection Step 3 Set dates or, always on. Review and launch!
Seller reactions to Promote Your Listings
“There is no risk for me, I only pay when I sell!”
“I have more control on my eBay visibility”
“There’s a lot of data, I can track everything”
“Very simple and easy to use”
“I can boost the sales of my popular items”The power of two in action When you really need to move inventory, consider combining the two tools: 1 Use Promotions Manager to create a compelling, curated promotion that piques interest by merchandising more of what your buyers are looking for. 2 Create a Promote Your Listings campaign to maximise visibility and sales by driving traffic to your promotion.
Who’s eligible?
Promotion Manager Promote Your Listings
Fixed-price listings Fixed-price single or multi-quantity
listings in eligible categories*
Listings offering an electronic
payment method Available to eBay Shop
subscribers and US or global
Available to eBay Shop eBay Top-rated sellers
subscribers
Listings on eligible sites
(US, UK, DE, and AU)
Listings on eligible sites
(US, UK, DE, AU, FR, IT, and ES)Starting point: Seller Hub Promotions Manager Promote Your Listings
Thank You
You can also read
