affiliate storefronts and the future of digital fundraising
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AFFILIATE SUMMIT EAST 2014
AFFILIATE STOREFRONTS AND THE FUTURE OF DIGITAL FUNDRAISINGROBERT GLAZER | AUGUST 10, 2014
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FUNDRAISING IS CHANGING
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ONLINE FUNDRAISING IS GROWING
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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
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SCHOOLS AND ORGS ARE JUMPING IN
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BUT THERE ARE HASSLES
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BUT THERE ARE HASSLES
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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.
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CHALLENGES: HAND HOLDING
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CHALLENGES: LINK BUILDING
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CHALLENGES: MARKETING TRACKING LINKS
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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
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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.
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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
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vCOMMISSION
BENEFITS OF STOREFRONTS: ORGANIZATIONS
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BENEFITS OF STOREFRONTS: ORGANIZATIONS
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VS.
OVER PRICED & DON’T WANT
ALREADY WANT OR NEED
BENEFITS OF STOREFRONTS: ORGANIZATION
http://www.tinyprints.com/storefront/operationsmile
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BENEFITS OF STOREFRONTS: ORGANIZATION
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BENEFITS OF STOREFRONTS: ORGANIZATION
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BENEFITS OF STOREFRONTS: ORGANIZATION
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BENEFITS OF STOREFRONTS: ORGANIZATIONS
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GETTING STARTED: PICKING YOUR PLATFORM
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BUILDING YOUR OWN: IN HOUSE
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BUILDING YOUR OWN: IN HOUSE
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BUILDING YOUR OWN: HYBRID
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NETWORK STOREFRONT IN A BOX
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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.
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STOREFRONTS CASE STUDY:TEA COLLECTION
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STOREFRONTS CASE STUDY: TEA COLLECTION
OBJECTIVE: Convert schools into affiliates
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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
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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.
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STOREFRONTS CASE STUDY: TEA COLLECTION
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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
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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
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TINY PRINTS: PHOTOGRAPHERS
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TINY PRINTS: SCHOOLS & NONPROFITS
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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
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TINY PRINTS: RESULTS YEAR 2
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
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TINY PRINTS: RESULTS YEAR 3
RESULTS• $1.5 million in sales• 14,000 orders• 81,000 clicks
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POTENTIAL OF STOREFRONTS
• Schools• PTAs• Youth sports teams• Charities• Nonprofits• Clubs and activities• Professionals
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POTENTIAL OF STOREFRONTS• For example, a
sporting goods company could partner with personal trainers.
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OTHER THINGS TO THINK ABOUT
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OTHER THINGS TO THINK ABOUT
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OTHER THINGS TO THINK ABOUT
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OTHER THINGS TO THINK ABOUT
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THANK YOU
ROBERT GLAZER | FOUNDER AND MANAGING DIRECTORrglazer@accelerationpartners.com
@accelerationparwww.accelerationpartners.com
Boston617.963.0839
New York646.664.1036
San Francisco415.523.0398
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