ebay’s Giving Works Combines Auction and Nonprofit Fundraising Services

The online auction juggernaut eBay.ca recently launched Giving Works their new foray into providing nonprofit online fundraising services in conjunction with their popular auction services. This new Giving Works program aims to connect Canadian eBay customers with the causes that they care about simply and easily.

Giving Works not only provides buyers a way to support their favourite causes but also represents a new channel for the delivery of nonprofit online fundraising services. There are many new and unique platforms for charities to gain the attention of donors online with sites such as Jumo, CovergeUS, Razoo, Crowd Rise, Give2gether, Kickstarter, Kiva City, Givmo, Broadcause, Startsomegood and Donorschoose. The advantage Giving Works has from the start is its inherent connection with such a large and reputable brand like eBay and the assumed public trust that comes with that.

The new blue and yellow Giving Works ribbons makes it easy for consumers to identify items that support a worthy cause. These items will come up in regular searches if the item matches so there is no need to search specifically for Giving Works sellers on their own. The program also includes a Give at Checkout feature “with one click, eBay buyers can donate $1, $2, $5, $10, or $25, to a nonprofit whenever they buy on eBay. The donation is automatically added to the total payment amount and forwarded to the nonprofit.”

A question many may have is how is eBay vetting the nonprofits that will be featured on the site to ensure they are legitimate? Well eBay is using MissionFish to certify all charities that will take part in the program. “All nonprofits are screened to make sure they are not involved in the promotion of terrorism, hate, racial intolerance, or illegal activities, before [they are allow] into the program.”

eBay Giving Works image courtesy of ebay.ca

“A small donation can have a big impact,” said Kevin Wolfley, Community Relations Manager, eBay Canada. “By reaching millions of Canadians each month, Giving Works provides nonprofit organizations with a unique and cost-effective way to generate funds, either by selling on the site or participating in Give at Checkout.”

To celebrate the launch of Giving Works, eBay has partnered with country music and OWN TV reality star Shania Twain. Through the auction site, Canadian consumers have the opportunity to bid on the BCBGMAXAZRIA heels Shania wore to this year’s CMT Music Awards. The shoes—made famous by her slip and fall during the show—are signed by the superstar. The proceeds from the auction will support Shania Kids Can, a program designed for kids who are having personal problems at home. Also, during the month of August Canadians will have the opportunity to support Shania Kids Can with every purchase they make on eBay.ca through Giving Works Donate at Checkout.

With the rise in popularity of online auction houses eBay is doing something that allows them to stand apart from the crowd and lend their brand to a variety of nonprofit fundraising efforts. They are easily the most recognizable name in online auctions and eBay is staying current with online buying trends and the success companies have had when closely aligned with values. Examples of this success would be TOMS shoes, Sevenly and Warby Parker. Although not auction sites they do combine purchasing decisions with acts of charity.

Many nonprofits close their doors within the first year, not because their cause is not worthy, but because they don’t have the resources to get their message to the masses. eBay is ushering in a nonprofit online fundraising services platform that is accessible to all charities regardless of size and grants them the reach they may not otherwise have. This is simple online fundraising services tool is sure to help numerous nonprofits at a time when donation dollars are needed most.

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