Australian online giving service comes to the UK
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Everyday Hero, the Australian online giving service, has opened for business in the UK. In partnership with Charity Technology Trust (CTT), it is offering a no-obligation, three-month trail of its Heroix software.
In Australia Everyday Hero is used by charities including Plan International, Oxfam, and the Australian Red Cross. The company provides software for over 530 not-for-profit organisations around the world and has helped over 220,000 donors and fundraisers raise money online.
The company says that all donations that the system handles are processed via secure and PCI compliant payment gateways in either Australia or the UK.
The Heroix service operates on a web-based software as a service basis (Saas), so there is no software to download or install. It lets charities create their own branded fundraising websites.
Fundraisers can use the service to create fundraising campaigns such as sponsored sporting and challenge events, donations in lieu of gifts for weddings, anniversaries and birthdays, and in memoriam tribute pages.
According to Everyday Hero, Australian charities using Heroix have on average "raised three times more online fundraising revenue and attracted four times as many online donors whilst converting four times as many donors to supporters" as charities using a third-party branded site.
Everyday Hero and CTT are hosting a free seminar to introduce the new service at CTT's offices at London Bridge in London on 6 July 2009 from 2 to 4pm. Contact Peggy at info@everydayhero.co.uk for details.
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Charity brands first
I agree Paul. Funnily enough, other suppliers have adopted this model of giving charities control of their branding and content on supporters' fundraising pages for quite a while.
I'm thinking of Bmycharity for example who from the outset (2000? 2001?) have taken this approach, letting charities post content, news, and now dynamic social media content like Twitter feeds on their supporters pages.
It represented a different approach to that taken by Justgiving which I would say focused more on the individual users and in effect promoted the Justgiving brand as much as (some might say more than) the charity brand. Which clearly worked well, given the total raised by Justgiving.
Two different approaches, each with their strengths. But, from Justgiving's briefing two weeks ago, it is clear that they, like Everyday Hero, are adopting this focus of making the charity's brand and content paramount on fundraising pages.
Owning the fundraising relationship
In the UK online fundraising has and is been dominated by stand alone fundraising destinations: i.e.Just Giving and more recently Virgin Money. Charities are giving their brands (and in part the relationship with their fundraisers) away to those sites. The brand heirarchy is firstly the destination site and lastly the charity.
This is and has always been unsatisfactory.
Surely charities are missing a fundamental opportunity for fundraisers to engage in their charity's own brand? Why send your supporters to someone else's website, espeically one like Virgin's which is perhaps a marketing platform for financial products?
The Everyday Hero / Australian model suggests a growing sense that online fundraising is something all good sites have. And that suggests a very different strategy - online fundraising as a feature of a charity's own website.
This is long overdue and it appears now a very affordable and accessable solution.