January 26, 2006 | Read Time: 1 minute
Fundraising on eBay: How to Raise Big Money on the World’s Greatest Online Marketplace
by Greg Holden and Jill Finlayson
With 135 million users worldwide, eBay, the online auction house, is gaining popularity among charities as a way to raise money, attract new donors, and generate buzz. According to the company, more than 500 charities have garnered approximately $45-million since 2000 through the site.
This book is designed to help charities tap into the many fund-raising and marketing opportunities that eBay offers. Written by Greg Holden, an author, and Jill Finlayson, a former eBay senior manager, it provides readers with case studies of how sellers as diverse as Unicef and the fashion designer Marc Ecko have used eBay to bring in money for charitable causes.
The book offers advice to help charities determine whether one-time auctions, annual fund-raising drives, or continuous sales best fit their needs. It gives charities information on which types of items can raise big money, and how to build their reputations as sellers and cultivate long-term relationships with customers.
For charities that already have some experience using eBay, the book describes how to convert small fund-raising events into major successes. It concludes with a discussion of how to get support from companies and how to publicize the online events.
Publisher: McGraw-Hill Companies, Two Penn Plaza, New York, N.Y. 10121-2298; (877) 833-5524; http://www.mcgraw-hill.com; 335 pages; $27.95; ISBN 0-07-226248-6.
