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National MS Society's Integrated Approach
- When the National Multiple Sclerosis Society began using eBay Giving Works, they made it part of their overall fundraising strategy. Realizing the tremendous potential of the program, the Society is actively involving local chapters and working hard to promote it to individual donors.
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Engaging Local Chapters
- Although involvement in eBay Giving Works is led at the national level, much of the National MS Society’s fundraising happens locally. Because donors prefer to give to specific MS programs in their own community if possible, it was important that each local chapter appear as a distinct choice in the MissionFish database.
- Through regular staff reminders, a special "how-to" guide on the organization Intranet, and a series of conference calls about Giving Works, the Society encouraged all of their chapters to participate. MissionFish was able to register the chapters through a single data import - instead of one-by-one - making the setup even easier.
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Spreading the Word
- With 2 million MS Society donors, the Society guessed that many supporters could already be eBay users. The goal became making those supporters aware of Giving Works as a new way to fight MS. They developed a special section of their website with information and detailed instructions for sellers. They also included announcements through e-mail and print newsletters, and created a special "webmercial" about Giving Works and MS Walk events. In the spring of 2004, the Society sent postcards about giving through eBay to 100,000 MS supporters.
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Mobilize Existing Donors, Find New Ones
- Each year nearly 300,000 people raise money in the Society’s signature events: the MS Walk, MS Bike Tour and MS Challenge Walk. Giving Works offers participants a creative way to meet their fundraising goals, and an opportunity to find new supporters. MS Walk Team Captain Susan Blomenberg, says, "Many of my eBay buyers responded with their own MS experiences and a few even sent donations with their payment." Susan also notes that the fundraising doesn't have to start and stop around an event like the MS Walk. Supporters can start selling anytime and keep going all year.
- The best part of the program is that everyone can take part. National MS Society Development Coordinator Chrissie Butz says, "For someone with MS who cannot leave the house, this is a great way to get involved. It provides them with a new way they can contribute to the fight against MS."
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Selling Tips
- The Society offers chapters and individual supporters a step-by-step guide for selling on eBay.
Their recommendations include: - What does well on eBay:
- Art, antiques, coins, and other collectibles
- Books, CDs, DVDs, and video games
- Celebrity signed or designed memorabilia
- Clothing, accessories, and shoes
- Computers and electronics
- Experiences with celebrities
- Home and living items
- Jewelry and watches
- Sporting goods
- Vacation packages
- Writing a great item title and description
- Be sure to mention that the item is for charity.
- Use frequently searched keywords in the item title.
- Be as descriptive as possible.
- Include item brand names when appropriate.