affiliate storefronts and the future of digital fundraising

AFFILIATE SUMMIT EAST 2014

AFFILIATE STOREFRONTS AND THE FUTURE OF DIGITAL FUNDRAISINGROBERT GLAZER | AUGUST 10, 2014

#ASE14@accelerationpar

FUNDRAISING IS CHANGING


ONLINE FUNDRAISING IS GROWING


13.5%

6.4%PERCENTAGE INCREASE IN ONLINE FUNDRAISING

DURING 2013 IN THE US

PERCENTAGE OF OVERALL FUNDRAISING FROM ONLINE GIVING DURING 2013 IN THE US

RETAILERS WANT IN: MABEL’S LABELS


SCHOOLS AND ORGS ARE JUMPING IN


BUT THERE ARE HASSLES


AFFILIATE PROGRAMS CAN FILL THE VOID

• The commissions can be used as a loyalty payment

• Tracking platform is already in place• Lots of creative to choose from• Updates and new ideas from the manager • Payments (direct deposit), tax forms, reporting

etc.


CHALLENGES: HAND HOLDING


CHALLENGES: LINK BUILDING


CHALLENGES: MARKETING TRACKING LINKS


http://www.amazon.com/gp/product/B00A7NUARS/ie=UTF8&camp=1789&creative=9325&linkCode=ur2&tag=wwwhip2saveco-20

http://ctitbytrk.com/?a=19&oc=691&c=6724&s1

http://click.linksynergy.com/fs-bin/click?id=CY3NkS*Y9qw&subid=&offerid=265118.1&type=10&tmpid=11415&RD_PARM1=http%3A%2F%2Fwww.puritan.com%2Fnew-low-prices-1706%3Fsort%3D3

http://www.shareasale.com/r.cfm?u=316239&b=212921&m=25790&afftrack=&urllink=www%2Egearxs%2Ecom%2FGrip%2D2%2DPack%2DSeamless%2DLadies%2DTank%2DTops%2DChoice%2Dof%2D2%2DSizes%2Dand%2D10%2DColors

AFFILIATE STOREFRONTS


WHAT ARE AFFILIATE STOREFRONTS?

RETAILERSA powerful way for merchants to connect with non-traditional affiliates, new customers and to offer co-branding.

PARTNERSAn easy way for clubs, teams and school groups to take advantage of the buying power of their individual networks with well known brands.


BENEFITS OF STOREFRONTS: MERCHANTS

• Targets new customers and customer loyalty without direct discounts or incentives

• Branding awareness• Merchant-controlled mass personalization • Payment, reporting, tracking etc. handled by

network• Can integrate a bunch of disparate programs into

one tracking platform (social, PR, BD, non profit)• Strengthen brand through association with

charities• Offer personal recommendation to potential

customers #ASE14@accelerationpar

BENEFITS OF STOREFRONTS: ORGANIZATIONS


vCOMMISSION



VS.

OVER PRICED & DON’T WANT

ALREADY WANT OR NEED

BENEFITS OF STOREFRONTS: ORGANIZATION

http://www.tinyprints.com/storefront/operationsmile


BENEFITS OF STOREFRONTS: ORGANIZATION


GETTING STARTED: PICKING YOUR PLATFORM


BUILDING YOUR OWN: IN HOUSE


BUILDING YOUR OWN: HYBRID


NETWORK STOREFRONT IN A BOX


STOREFRONTS: PROCESS

• Merchant markets and recruits to target partners

• Onboarding and training new partners • The partner organization taps into their

network of supporters and drives them to the storefront.

• When people click on the co-branded storefront tracking link and make a purchase, the organization earns a commission.


STOREFRONTS CASE STUDY:TEA COLLECTION


STOREFRONTS CASE STUDY: TEA COLLECTION

OBJECTIVE: Convert schools into affiliates


STOREFRONTS CASE STUDY: TEA COLLECTIONBACKGROUND• Identified opportunity to leverage affiliate

channel to manage and track their current school fundraising program.

• Current coupon-based program had a ‘leakage’ problem.

• One of the first merchants to work with ShareASale to develop custom Storefronts for School Days affiliates


STOREFRONTS CASE STUDY: TEA COLLECTIONAPPROACH• Assigned dedicated Storefronts Manager to

handle all questions• For the week-long program Tea Collection

offered schools free shipping and 15% of sales.


STOREFRONTS CASE STUDY: TEA COLLECTION


TEA COLLECTION: RESULTS

• Total number of affiliates in the program GREW BY 17% with the addition of School Days Storefronts

• Conversion rate for schools was 44% HIGHER than the average for the affiliate program

• Schools raised almost $30,000 through the storefront in a two week period

• Many asked to become regular affiliates • Some schools did prefer the easier coupon-

based system#ASE14@accelerationpa

r

STOREFRONTS CASE STUDY:TINYPRINTS


STOREFRONTS CASE STUDY: TINY PRINTS

BACKGROUND• Lots of photographers were asking to work

with Tiny Prints, with no easy way of doing so• Schools clogging up business development

with requests to partner, especially around holiday

• Many stranded one off landing pages and partnerships based on coupon codes and manual reporting/payment


TINY PRINTS: PHOTOGRAPHERS


TINY PRINTS: SCHOOLS & NONPROFITS


TINY PRINTS: RESULTS YEAR 1

RESULTS• 500 storefronts sign-ups• Almost all viral with little marketing • 100% ROI on development costs • Requests from PTA’s



RESULTS• 1,000+ active storefronts • Less than 20 beta non-profits and PTA’s

raised almost $125K in Nov/Dec • Major new product initiative & new revenue

channel for Tiny Prints



RESULTS• $1.5 million in sales• 14,000 orders• 81,000 clicks


POTENTIAL OF STOREFRONTS

• Schools• PTAs• Youth sports teams• Charities• Nonprofits• Clubs and activities• Professionals


POTENTIAL OF STOREFRONTS• For example, a

sporting goods company could partner with personal trainers.


OTHER THINGS TO THINK ABOUT


THANK YOU

ROBERT GLAZER | FOUNDER AND MANAGING [email protected]

@accelerationparwww.accelerationpartners.com

Boston617.963.0839

New York646.664.1036

San Francisco415.523.0398

affiliate storefronts and the future of digital fundraising

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