David Oppenheimer Business Development

1
eBay Fundraising Brand Your Cause Create
Awareness Online Global Market Place

• David OppenheimerBusiness Development
• Cause Marketing
• Auction Cause
• June 22, 2009

2
eBay Cause Marketing Trends

• Branding and Advertising
• Interactive Marketing Tool
• Country Targeting
• Local, National, International
• Cost effective campaigns

3
eBay Cause Marketing Clients

• Corporate, Ad Agencies and PR Firms
• Film
• Technology
• Sports
• Publications
• Automotive Transportation brands
• Beverages and Food Brands
• Events
• Health, Beauty and Fashion
• Non-Profit
• Healthcare
• Social Justice
• Children and Youth
• Private and Personal Foundations
• Religious
• Animal Welfare

• Type of Auctions
• Product Launches
• Brand Awareness
• Film Festivals
• Annual Galas
• Golf Tournaments
• Association events
• Music Concerts
• Movie Premiere
• Multilingual / Ethnic
• Celebrity Meet and Greet
• One-of-a-Kind Experience
• Travel
• Dining
• Hotel Stay
• Gift Certificates

4
Top Grossing Auctions

• Top Selling Auction Cause eBay Auctions
• Harry Reid - Rush Limbaugh Letter 2.1 million
  ( match from Rush totaling 4.2 million)
• Cocktail reception with David Victoria Beckham
  200,000
• Rolling Stones signed s600 Mercedes 170,000
• BMW 18th Man position for Americas Cup
  102,000
• Caterpillar CAT Chopper 101,000
• Peter Gabriel Fairlight keyboard 100,000
• Fergies Hummer 86,000
• Dalai Lamas 1966 Land Rover 82,000
• Faith Hill Tim McGraws Jeep 76,000
• Dinner with Gene Simmons Shannon Tweed
  72,000
• Zero Gravity flight with Stephen Hawking
  72,000

• Matthew McConaugheys Corvette 67,000
• Tony Hawks Jeep 55,000
• Kristin Davis Sex The City Movie Premiere
  52,000
• Robby Gordon race thrown helmet 50,000
• Scarlett Johansson Movie Premiere 40,000
• Jimmy Buffet - Sports Illustrated Swimsuit Model
  Guitar 42,000
• 1 month internship at GQ Magazine 30,000
• Name a character in a Stephen King book 25,000
• Spend the day with The Who as their Roadie
  24,000
• Elton John tickets with meet greet 22,000

5
eBay Charity Real Estate
www.ebaygivingworks.com

• Built-in Cause Marketing Initiative program on
  eBay
• Sellers can Donate 10 - 100 to a non-profit
• Searchable - Shop by Item, category, cause or
  non-profit
• 501(c)(3) registered nonprofit are eligible to
  participate.

www.ebay.ca/charity

• Cause Marketing program for Canadian registered
  charities
• Follow Listing and Charity Fee credit policy
• Valuable Promotional exposure on Charity Page
• Tap into a new source of funding and add to your
  supporter base
• Re-invigorate existing supporters with a new way
  to give and receive
• Turn in-kind gifts into unrestricted funding
• Source http//pages.ebay.ca/charity

6
eBay Charity Fee Credit Policy
Fee Credit

• When a registered Canadian charity lists on
  www.ebay.ca for the purpose of fundraising, eBay
  Canada will credit the Insertion, Gallery and
  Final Value Fees back to the same registered
  Canadian charity.

7
Social Media

• Cool tools and channels both individuals and
  company's have at their disposal. 

• eBays Weave
• Social Media Tools
• Photo Video Sites
• Blogosphere
• Forums
• Event Tools
• Presence
• Mass Media
• Customers, partners
• competitors

Source Deborah Schultz Social Software and
Media Ecosystemhttp//www.deborahschultz.com/debl
og/2007/11/snackbyte-a-vie.html
8
Auction Cause Social Ecosystem
Social Media
9
Social Media
"Money Can't Buy" Celebrity Auctions For Charity
on eBay
Your Fans
Wall Posts
Status updates


2 million Other Fans

Meet Lionel Richie, Larry King, Rob Van Dam,
Elton John, Michael Phelps, Billy Joel, plus much
more, all to help out worthy causes.
Facebook  Twitter  MySpace    Blog
10
Case Studies

• Mac Cosmetics - Hello Kitty
• Challenge MAC was looking to invigorate their
  brand to young professional women who were style
  conscious and also grew up with Hello Kitty.
• Concept The concept was to have top designers
  create a couture design with a Hello Kitty theme
  and have their fashions shown at NY Fashion Week,
  auctioning off the items on eBay for Acquisition
  Fund for The Fashion Institute of Technology
  (FIT).
• Outcome It was a huge success, hundreds of
  thousands of page views, national publicity via
  broadcast and print media, homepage display on
  eBay, and tens of thousands raised for the
  charity.

Vanity URL www.ebay.com/machellokitty
11
Case Studies

• Survivor Gabon (Tocantin)
• Challenge The Host of the show, Jeff Probst,
  started his own non-profit to aid foster kids who
  are on their own at 18. How to meaningfully
  brand his cause with the fans from the show.
• Concept Use his personal platform as survivor
  host to promote the auction on air on the finale
  show. Auction the experience, memorabilia and
  props from the show
• Outcome Ongoing way for fans of a show to
  connect with Survivor, win items they saw on air,
  and keep the buzz of a long running hit show
  fresh and sticky.
• Raised over 200,000 since December for the The
  Serpentine Project (The Alliance for Childrens
  Rights)

Vanity URL www.ebay.com/survivor
12

• "At a time nonprofits are challenged to get
  creative with their fundraising, we offer
  celebrities and brands a great way to participate
  in cause marketing efforts which reach a
  worldwide audience," commented Eric Gazin,
  President of Auction Cause.

Source http//www.prweb.com/releases/celebrity_a
uction/charity/prweb2453854.htm
13
REMARKABLE EXPERIENCES
14
Along with the entire team Im very excited to
be able to support Right To Play through the
auction of these hospitality packages. The
winners will get a unique Tour experience and
give the gift of play to children in some of the
most disadvantaged areas of the world.
-George Hincapie
15
Branded Sports

• Columbia Highroad Tour Experience in Paris
• Currently listed at 6,000 each

• You and a guest will have the opportunity to see
  Europe's biggest cycling event as part of a VIP
  Columbia Highroad Experience Package that
  includes 
• Viewing at Historic Mountain Stage of Ventoux
• French Style Picnic near the Summit
• Paris Viewing at the Hotel Crillion
  Balcony-Covered VIP Section
• Special Guest Meetings, including one with a
  Seven-Time Tour Finisher
• Sponsor-Hosted Dinners and Lunches
• The winner and guest will be responsible for
  air travel to and from France. The package
  includes three nights accommodations, most meals,
  the TGV ticket from Avignon to Paris, hospitality
  and viewing, and all transportation in between.

Vanity URL www.ebay.com/righttoplay
Google Search
16
Branded Support

• BMW Oracle 18th Man Auction
• BMW 18th Man race position for Americas Cup in
  Spain
• BMW reinvigorates long running support for the
  Cause
• 102,600 raised for Susan G. Komen for the Cure
• Massive PR traction and Brand exposure
• eBay auction generates over 1 Million pages in
  less than a week
• Vanity URL www.ebay.com/bmw

"I have always been passionate about racing .
said Donald Wilson, Founder CEO of DRW Trading
group. "I found out about the auction from a
friend shortly before it closed. The experience
being offered combined with the chance to
support Susan G. Komen for the Cure - presented
a truly unique opportunity." Source BMW
Company Press Release
The sea-salted winds blow through your hair as
the regatta of racers tear through the water in
three days of riveting, powerful water sport. And
that just the view from the beach. Imagine the
view from onboard
Google Search
Video
17
"Professor Hawking's expression said it all - the
grins of sheer joy and excitement he displayed
were unmistakable and no different than the
giddiness and fun that all of our flyers
experience," said Dr. Peter H. Diamandis, CEO and
Co-Founder of ZERO-G, "For me personally, and for
all of us at ZERO-G, it has been a complete honor
and thrill to give Professor Hawking this
opportunity to fulfill one of his lifelong
dreams."
18
Flight Raises More Than 144,000 for Charitable
Organizations Serving Children, the Disabled, and
Science and Space
Fly With Stephen Hawking- More than 75,000 was
raised for Starlight through an exciting auction
to experience zero gravity with Professor Stephen
Hawking on a specially modified Zero-G aircraft.
The auction, donated by Zero-G, which included
a dinner and lecture with the acclaimed
professor, was a hit -- it was featured on eBay's
homepage and was one of the most watched eBay
auction in the world for one week straight! In
the end, the winning bid was 75,100 Sourceshtt
p//www.spaceref.com/news/viewpr.html?pid22518 h
ttp//www.starlight.org/onlineauctions/
19
(No Transcript)
20
Branded Computers

• Special Edition Dell Gaming Laptop
• Unique Creation
• Product Launch New World of Warcraft Expansion
• Autographed
• Michael Dell
• Blizzard Entertainment, VP of Gaming Rob Pardo
• Designed by renowned artist Mike Lavalle
• Custom airbrushed XPS 1710 Burning Crusade
  edition
• Limited Edition - Only 2 ever created
• Timing - Unveiled at the Consumer Electronics
  Show
• Dell officially announced winners in press
  release
• Trip Hoover of Texas
• Daniel Marinow of Germany
• Nearly 12,000 raised
• 100 percent of the proceeds benefiting America's
  Second Harvest.