Overview

Connect with millions of new donors instantly



Looking for a new, fun, and effective way to raise funds? Now you can use the world’s largest online marketplace to raise both cash and awareness for your nonprofit or charitable cause with help from this invaluable how-to guide. Fundraising on eBay is filled ...

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Fundraising on eBay

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Overview

Connect with millions of new donors instantly



Looking for a new, fun, and effective way to raise funds? Now you can use the world’s largest online marketplace to raise both cash and awareness for your nonprofit or charitable cause with help from this invaluable how-to guide. Fundraising on eBay is filled with proven tips for leveraging eBay’s 160 million registered users to reach new donors, maximizing the value of donated items, and converting in-kind gifts into cash quickly and easily.



Get step-by-step instructions for planning a highly profitable fundraiser, managing inventory, recording feedback, and protecting your customers’ personal information. Whether or not you have previous experience selling on eBay, this hands-on guide will show you how running an eBay fundraising event is more than just good will--it’s good for business too.



  • Organize a one-of-a-kind celebrity auction event


  • Create sales descriptions that attract buyers


  • Put experiences, gift certificates, travel tickets, and other specialty items up for sale


  • Convert in-kind donations quickly and easily into cash


  • Expand the reach of solicitation efforts to bring in new donors


  • Develop corporate partnerships and participate in cause-related marketing programs


  • Cultivate your donor base by providing good customer support




Featuring success stories from high-profile groups including the U.S. Fund for UNICEF and the Starlight Starbright Foundation

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Product Details

  • ISBN-13: 9780072264005
  • Publisher: McGraw-Hill Education
  • Publication date: 10/26/2005
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 352
  • File size: 7 MB

Meet 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.

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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
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