National MS Society’s integrated approach
Case Study
When the National Multiple Sclerosis Society began using eBay G...
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National MS Society's integrated approach

Published on: Mar 3, 2016

Transcripts - National MS Society's integrated approach

  • 1. National MS Society’s integrated approach Case Study 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. Engaging Local Chapters This postcard was sent to 100,000 Although involvement in eBay Giving Works is led at the national level, much of the MS supporters across the U.S. 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. Selling Tips The Society offers chapters and Through regular staff reminders, a special “how-to” guide on the organization Intranet, individual supporters a step-by- and a series of conference calls about Giving Works, the Society encouraged all of their step guide for selling on eBay. Their recommendations include: 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. What does well on eBay: • Art, antiques, coins, and other collectibles Spreading the Word • Books, CDs, DVDs, and video With 2 million MS Society donors, the Society guessed that many supporters could games already be eBay users. The goal became making those supporters aware of Giving • Celebrity signed or designed Works as a new way to fight MS. They developed a special section of their website with memorabilia information and detailed instructions for sellers. They also included announcements • Clothing, accessories, and through e-mail and print newsletters, and created a special “webmercial” about Giving shoes Works and MS Walk events. In the spring of 2004, the Society sent postcards about • Computers and electronics • Experiences with celebrities giving through eBay to 100,000 MS supporters. • Home and living items • Jewelry and watches Mobilize Existing Donors, Find New Ones • Sporting goods Each year nearly 300,000 people raise money in the Society’s signature events: the MS • Vacation packages Walk, MS Bike Tour and MS Challenge Walk. Giving Works offers participants a creative Writing a great item way to meet their fundraising goals, and an opportunity to find new supporters. MS title and description Walk Team Captain Susan Blomenberg, says, “Many of my eBay buyers responded with • Be sure to mention that the their own MS experiences and a few even sent donations with their payment.” Susan item is for charity. also notes that the fundraising doesn’t have to start and stop around an event like the • Use frequently searched MS Walk. Supporters can start selling anytime and keep going all year. keywords in the item title. • Be as descriptive as possible. The best part of the program is that everyone can take part. National MS Society • Include item brand names Development Coordinator Chrissie Butz says, “For someone with MS who cannot leave when appropriate. 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.” Integrate Giving Works into your strategy! Start by registering at © 2004 MissionFish, all rights reserved eBay and the eBay logo are registered trademarks of eBay Inc.

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