eBay for Charity

When I joined eBay, the strategy for securing high-profile charity auctions was reactive, despite these auctions being one of the biggest drivers of positive brand press and a critical opportunity for nonprofits to raise funds. My task was to increase the number of high-profile charity auctions on the platform, thereby boosting both positive media coverage and fundraising. I began by meeting with nonprofits to understand their goals and the barriers they faced with high-profile auctions. A competitive audit revealed that most of these auctions were hosted on our competitor CharityBuzz, which charged a 25% fee. Armed with this insight, I developed a compelling pitch deck and partnered with our PR agency to set up meetings with large nonprofits that had strong influencer relationships. I proposed a unique partnership model where 100% of the auction proceeds would go to the charity, and eBay would manage the auction logistics for free—requiring nonprofits only to provide items, co-create branded content for social media promotion, and participate in press interviews arranged by eBay. I also collaborated with legal to draft an in-kind agreement outlining each party’s commitments, ensuring that no work would commence until the agreement was signed. This strategic initiative led to successful partnerships with high-profile brands and figures, including Pharrell Williams, Donna Karan & the CFDA, ESPN, Charity:Water, and The Grammy Foundation, contributing to a 32% increase in funds raised through the platform and a 250% boost in site traffic through enhanced marketing and media exposure.