2. Q &A You can ask a question at any time using the Q&A chat box at the top of your screen. All questions will be answered at the end of the presentation.
3. Presenters Donna Wilkins, President & CEO, Charity Dynamics Ian Gruber,Product Manager, Blackbaud Inc.
4. Provides online solutions to non-profit organizations Strategy, Implementation, and Web Development Boundless Fundraising Facebook and iPhone applications Clients include American Heart Association, Lance Armstrong Foundation, Chesapeake Bay Foundation, World Bicycle Relief, MZA Events, Alzheimers Association, and Arthritis Foundation Specialized expertise in maximizing results for Friends Asking Friends event registration, fundraising, and retention Offices in Austin, NYC, and DC Charity Dynamics
5. Netwits Know How Event Webinar Series Know-How on Planning Next Year’s EventJoin us as we cover all the critical details so your first event can be a tremendous success or your next event can be your best ever. Know-How on Converting Offline Participation to Online ParticipationWe'll cover cross-channel recruitment strategies, email collection efforts, offline data management, using online tools, and developing better online event communities. Know-How on Designing an Event Email Marketing StrategyJoin us as we talk about maximizing the impact of this fundraising staple. We will cover topics including email timing, frequency, and design. Know-How on Analyzing Event Results Discover best practices for performing detailed analyses of event data. Use the data to translate one year's achievements into next year's success and into overall success in your donor acquisition and cultivation strategies. Know-How on Using Twitter®, Facebook®, and YouTube® to Enhance Your Event’s ImpactLearn how to leverage the power of these social media giants, which can offer unparalleled ways to efficiently extend your reach. December 18 at 2:00 p.m. ET — Register Today!
6. Goals and Plans Determining success Season Preparation Segments and groups Actionable metrics Mid-Season Metrics to watch and act upon; how to impact performance Post-Season In-depth analysis of event and planning for next year Planning, forecasting and setting next year’s goals Questions & Answers Analyzing Event Results
8. Objective Set feasible goals and high level strategic plans for achieving those goals Returning event Identify key Segments & Groups & evaluate their performance Growth in participation and fundraising success More participants fundraising Retain participants year to year Acquire new participants and new donors Goal Setting Exercise Determined by last year’s results with projections for new year taken into consideration Take into account current revenue mix and target growth areas New event Set benchmarks for first year Number of participants, fundraising, ROI Pre Event Planning- Goals and Plans
14. Event Performance Archive Develop archiving tools so that year on year reporting is right at your fingertips – overlay your marketing calendar
15. Core Metrics A set of data that measures the success and projected success of your event Snapshot of event’s performance Measure against your goals/plan for the season and against last year Actionable metrics The metrics you have the ability to influence via your marketing tactics Participant Behavior can be influenced mid season Mid-Season: (Actionable) Core Metrics
16. Summary of Actionable Core Metrics Number of registrations/participants (and source they’re coming from) Number of donors and $ value of donors Number of teams, team captains and $ raised by teams Site traffic and conversion rate Participant emails sent (Tweets & Facebooks posts- Coming Soon!) Number of Committee Members & $ raised Number of Sponsors & $ raised Tools for immediate impact Retention, Recruitment and Engagement Emails Social Media Toolkit & Facebook Badge Participant Emails Fundraising Contests, prizes, or challenges Website Phone calls Mid-Season
40. $ of registrationsGraphical Comparison & Tabular Comparison Countdown to event date orientation & 90 days post event
41. Evaluate sources for registering participants; what is seeing the most success, what is underperforming expectations, how to leverage top performers Mid-Season: Source Performance
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43. Scenario 1 – Event Registrations Metric measured: overall event registrations Result: registrations are down 15% from the same point last year Possible tactics to deploy: More aggressive promotion of event’s web site on event home page Additional recruitment/retention emails Viral marketing push – via eCards or social networks Mid-season: Changing the trends
44. Giving your event valuable real estate on your organization’s homepage Mid-season: Changing the trends
45. Highlight and promote your presence on Social networks Update status on Facebook Timely information on event central Twitter news updates Videos on YouTube Flickr photo albums Fundraising contest via Facebook – competition; incentives Mid-season: Changing the trends
46. Scenario 2 – Teams Metrics measured: # of teams, average team size, team donation totals Result: # of teams is up slightly, average team size and donation totals are down Possible tactics to deploy: Targeted emails to team captains re: recruiting new members Targeted emails to team members encouraging competition Promotion of team captain kits, team events Mid-season: Changing the trends
48. Competition/incentives Highlight fundraising prizes and incentives Highlight any competitive components to your event Periodically send out the list of top fundraisers – both teams and individuals Highlight/spotlight top fundraising teams and individuals Mid-season: Changing the trends
49. Scenario 3 – Donations Metrics measured: # of donors per participant, average donation amount per donor Result: # of donors per participant is on par with last year, average donation amount is down 25% Possible tactics to deploy: Additional sample messages for participants that encourage reaching out to new donors (ex: co-workers) Suggestion of ‘talking points’ for participants (ex: ‘would you consider bringing your lunch to work for a week and making a donation to support my efforts instead?’) Contests to encourage a ‘spike’ in fundraising activity Matching Gifts push!! Mid-season: Changing the trends
50. Use the same core metrics as mid-season, and ask the questions: Review results to determine SWOT: Strengths, Weaknesses, Opportunities and Threats Ask questions: Why did our event end with a particular set of results? Did we deploy mid-season tactics, and did they work?? What was different than last year? Same number of events? Same schedule? What channels were added? What marketing tactics and strategies were added? What segments over/under-performed expectations and LY? Post-Season: Ask Questions and Analyze
51. Use the same core metrics as mid-season to create rankings: Top-Ten Lists (and Bottom-Ten Lists) donation $ and donation #s Segments Groups and behavior Teams and participants Social networks New initiatives Sources of registrations Post-Season: Lists of Ten
52. High-level review of season-end performance – choose segments and measure core metrics year on year, to goals and plan Measure data once fundraising has closed Measure against plan/goals by segment Focus on metric per participant since participation numbers changes year on year and segment to segment Post-Season: Core Metrics (Apples to Apples)
53. Post-Season: Final Performance Curves 2009 Plan $32.5k Determines your event’s overall success; determine variations to the rate of giving May 2, 2009 $24.9k May 1, 2008 $17.5k
54. If participation (or segment) numbers have changed year on year; $/participant will level that change and show individual productivity. Use these results to guide next year’s suggested fundraising levels. Post-Season: Segment Performance
55. Emails sent/participant indicates your best marketers with those that spread the word on behalf of the organization and potentially reach more donors. Are new participants sending more or less than repeat? Ask why? Post-Season: Segment Performance
56. Review channels and segments to see donor composition – new v. repeat. Determine point of success for event. New donors keep Housefile growth improving and event growing; repeat donors generally give more and continue an ongoing relationship with the organization RETENTION ACQUISITION HOUSEFILEGROWTH Post-Season: Donor Composition Social Media Online Offline
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59. Apply insights to next year’s plan Build fundraising pro forma based on historical numbers and metrics Factor for goals and organization/event initiatives Develop mid-season tools for quick measuring of numbers Post-Season Survey: Collect quantitative and qualitative information from participants and apply learnings to next year Post-Season: Looking Ahead
