Fundraising on eBay

by Greg Holden, Jill K. Finlayson

Overview

• There are 1 million registered nonprofits in the U.S., and the sector employs more than 10 million individuals
• Features success stories from high-profile groups who’ve raised funds on eBay, such as Oprah’s Angel Network

Product Details

ISBN-13:	9780072264005
Publisher:	McGraw Hill LLC
Publication date:	11/16/2005
Sold by:	Barnes & Noble
Format:	eBook
Pages:	352
File size:	6 MB

About the Author

Greg Holden is the author of more than 30 books, including the bestselling How to Do Everything with Your eBay Business. He has written extensively about eBay, online auctions, and e-commerce.

Jill Finlayson worked at eBay as a senior category manager for Toys, Dolls, Hobbies, and Crafts, growing the category to more than $1.5 billion annually, and was a founding co-foundedmember of the first eBay Foundation Governance Committee. She currently oversees curriculum and training materials for M Networks courses and seminars on starting and running effective online businesses.

Table of Contents

	Foreword	ix
	Acknowledgments	xi
	Introduction	xiii
Part I	Mastering the eBay Marketplace: Opportunities for Nonprofits
Chapter 1	Why eBay? A Guide for Nonprofits	3
	Why Online Fundraising?	5
	Why eBay?	6
	The Size and Scope of the eBay Marketplace	7
	Why Being a Nonprofit Matters	7
	How Does eBay Work?	9
	Why Is eBay Good for Nonprofits?	10
	Raise Funds	11
	Increase Awareness	13
	Find New Donors	14
	Convert In-kind Gifts to Cash	14
	Achieve Market Value for Donations	14
	Generate Positive PR	15
	Involve the Whole Community	15
	Educate the Community and Provide Job Skills	16
	Leverage the Global Marketplace	18
	Liquidate Old Equipment, Clear Unneeded Inventory	18
	Further Your Mission	18
	Have Fun and Be Creative	19
Chapter 2	eBay Fundraising Success Stories	21
	Soliciting Donations from the Community: The National Multiple Sclerosis Society	22
	One-Time Event Equals Big Publicity: Illinois Institute of Technology	26
	eBay-Only Fundraising: The Disabled Online Users Association	29
	Fundraising as a Regular Activity: The Child Welfare League of America	31
	Combine eBay Auctions with Live Events: Marc Ecko	34
	Building Your Small Business Through Charity: Laura Iverson Gallery	36
	Using a Trading Assistant: The Country School	38
	Converting In-Kind Items to Cash: State of California	40
	Using eBay to Complement Your Existing Fundraising: The U.S. Fund for UNICEF	44
	Partnering for Proceeds: Starlight Starbright Children's Foundation	46
	Auction Management Service Maximizes Celebrity Events: The First Amendment Project	50
Chapter 3	Planning Your eBay Fundraising Event	55
Step 1	Build Support	56
Step 2	Define Your Goals	59
Step 3	Select the Event Format	60
	Combining eBay with Conventional Fundraisers	60
	Running an Online-Only (Stand-Alone) Fundraiser	63
	Ongoing Fundraising	65
Step 4	Determine Timing	65
	Optimal Timing for PR	66
	Optimal Timing for Staffing	66
	Optimal eBay Timing	66
	Optimal Lead Time	67
Step 5	Assess Your Resources	68
	Understand What You Will Need to Do Up Front	69
	Assemble Your Tools	70
	Arrange for Technical Support	72
	Find the Key Staff People You Need	72
Step 6	Create Your Team	72
	Find Home-Grown Help	73
	Hire a Trading Assistant	75
Part II	Selling Donated Items
Chapter 4	Deciding What to Sell	85
	Research What Sells on eBay	87
	Look for High-Value Collectibles	87
	Research Completed Sales	88
	Look Close to Home	98
	Find a New Purpose for Unneeded Items	98
	Appeal to Your Core Constituency	99
	Look for the Four Most Important Attributes	99
	Before You Sell, Plan How to Ship	100
	Let Your Creative Juices Flow!	102
	Offer One-of-a-Kind Experiences	103
	Focus on High-Profile Items	103
	Don't Overlook the "Leftovers"	104
Chapter 5	Deciding How to Raise Funds with eBay	107
	Registering on eBay and PayPal	108
	Becoming a Member of eBay	108
	Register as a Seller	110
	Register with PayPal	111
	What Fees Can You Expect to Pay?	112
	Reasons to Consider eBay Giving Works	114
	Legitimacy	116
	Increased Marketing and Exposure for Charity Auctions	116
	More and Higher Bids for Charity Auctions	117
	eBay Donates Fees for 100-Percent-Charity Auctions	117
	How to Use eBay Giving Works	117
	eBay Giving Works for Nonprofits	118
	eBay Giving Works for Individual Sellers: Community Selling	122
	If You Don't Use eBay Giving Works	128
Chapter 6	Building Your Credibility-and Your Donor Base	131
	Build Your Credibility	133
	Register Your Nonprofit	133
	Develop an Online Identity	137
	Cultivate Your Online Donor Base	144
	Develop a Mailing List	144
	Be a Link-Maker	145
	Develop a Sense of Community	147
Chapter 7	Listing Your Items for Sale on eBay	153
	Fill out the Sell Your Item Form	154
	When Should You Start?	155
	Select Your Auction Category	157
	Pick a Good Title	160
	Use Subtitles	162
	Describe Your Items Completely	162
	Consider Formatting Your Listing	163
	Set the Starting Price	165
	Set a Reserve Price	166
	Set a Buy It Now Price	167
	Set the Starting and Ending Time	167
	Host Your Images Online	168
	Establish Shipping, Payment, and Policies	170
	Consider Listing Upgrade Options and Submit	171
	Attract Donors with Photographs	171
	Capture Digital Images	172
	Show Your Merchandise in Its Best Light	176
	Edit Your Images	178
	Avoid Obvious Problems	181
	Train Your Staff	182
	Be Clear about Your Goals	183
	Keep It Positive	184
	Be Friendly with Potential Donors	185
	Be Prepared for the Big Rush	185
Chapter 8	Managing Your Auctions and Building Good Donor Relations	187
	Manage and Cultivate Your Donors	189
	Customer Support	189
	Ease the Payment Process	190
	Ensure Smooth Shipments	192
	Manage Your "Back Room"	196
	Manage Your Inventory	196
	Complete the Transaction	198
	Record Feedback	198
	Provide Receipts	199
	Develop a Set of FAQs	200
	Record Customer Data	202
Chapter 9	Advanced Selling: Using All of eBay's Sales Options	207
	Opening an eBay Giving Works Store	208
	Understanding How eBay Stores Work	209
	Opening Your Store	209
	Organizing Your Store's Inventory	213
	Selling on eBay's Half.com	214
	Selling Services and Specialty Items	215
	Restaurant Coupons	215
	Vacation and Travel Deals	216
	One-of-a-Kind Experiences	218
	Real Estate	218
	Selling at Live Auctions	220
	Using Special Software to Manage Your Sales	222
	The Do-It-Yourself Solution: Turbo Lister and My eBay	222
	The Outsourcing Solution: Third-Party Auction Software	225
	Collaborating to Boost Your Cause and Your Sales	225
	Start a Group	225
	Exchange Links	226
Part III	Leveraging eBay for the Biggest Bang
Chapter 10	Making Your Charitable Auction a Major Event	229
	What Is a "Major" Event?	230
	How to Build a Major Event	231
	Build Off Annual Events	232
	Create a Media Hook	233
	Leverage Special Occasions	234
	Fuel Friendly Competition with One of Your Rivals	235
	Take Advantage of Hot Events and Trends	235
	Find a Champion	237
	Offer Exclusive Experiences	237
	Leverage Local Talent	239
	Increase the Number of Your Items	239
	Increase the Value of Your Items	241
	What Has to Happen to Make a Major Event Successful?	243
	Do the Basics Better	243
	Authenticate and Insure	248
	Preserve Auction Integrity	251
	Manage Workloads and Staffing	254
	Automate with Tools	255
	Outsource with Trading Assistants	256
	Outsource with Auction Management Companies	257
	Create a Live Auction with Online Component	262
Chapter 11	Partnerships: Good for Bidders, Good for Partners, Great for Nonprofits	269
	How Can You Work with Partners?	270
	In-Kind Support	271
	Public Relations and Marketing Support	272
	Strategic Philanthropy: Cash Donations and Sponsorships	272
	Auction Item Donations	272
	Special Edition/Limited Edition Cobranded Products	274
	Cause-Related Marketing	275
	Matching Gifts from Employers	277
	Matching Gifts from Challenge Grants	278
	Who Are Your Potential Partners?	278
	Look for Supporters Who Care about Your Cause	278
	Consider Partners That Can Benefit from Working with You	280
	Think Like Your Partner	283
	How Does Cause-Related Marketing Work?	286
	Creating One-of-a-Kind Items and Experiences: Mattel Pays Attention to the Collector	286
	Using Expertise to Make a Difference: Harper's Bazaar Helps Open Purses	287
	Pairing with a Purpose: Marc Ecko Gets an Apple for the Fashion Teachers	289
	Finding the Right Cultural Fit: Montblanc Uses the Pen to Battle Illiteracy	289
	Launching New Lines: BMW Is First off the Line	291
	Launching a Ride and Park Attendance: Six Flags Takes Bidders to New Heights	291
	Engaging Celebrities: Julien's Auctions Serves Up Stars' Guitars	293
	How Do You Work with a Partner?	294
	Set Goals for Your Event	294
	Give Yourself Enough Time	294
	Observe the "Four Cs"	295
Chapter 12	Marketing to Make the Most of Your Event	297
	Combining Offline and Online Marketing Opportunities	298
	Taking It to the Streets (Letters, Newsletters, Word of Mouth, Flyers, Press Releases)	299
	Internet Marketing: Hitting the Virtual Streets	303
	Promote Your Event from Your Web Site	303
	Promote Your Items on eBay	307
	E-Mail Marketing	310
	Search Engine Optimization and Search Marketing	312
	Buzz Marketing and Community Marketing	319
	Post-Event Marketing	321
	Post-Event Analysis	322
	The Big Picture	323
	Conclusion	324
	Glossary	325
	Index	329