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Holding an event is one thing, optimizing it is another. Do you ever wonder if all of your work is paying off? Our expert guest Jeff Shuck, CEO of Event 360, will present an approach to analyzing fundraising events and maximizing an event's output. Your event experience matters, getting more of the right types of participant matters, and getting your participants actively fundraising and increasing gift amounts matters. Where do you even begin? We will show you how to start assessing your event year-to-year, putting you on the path to more powerful fundraising.
Citation preview
The Science & Art of Event Fundraising
Dianne Sheridan
Artez Interactive
Jeff Shuck
Event 360
Webinar Tips
© 2009 Event 360 |
• This webinar is being recorded and will be
available on our website short
• If you have any technical troubles, use the
“chat” feature
• We will take all questions at the end. Please use
“raise hand” or “chat” features
ABOUT EVENT 360
We create experiences that inspire
emotion, giving, loyalty, and change.
We offer three core scalable services:
• Strategic and fundraising consulting
• Event development and production
• Information technology
We have helped our clients raise
nearly $500 million to date.
© 2009 Event 360 | 3
© 2009 Event 360 | 4
AGENDA
• The importance of focus
• The science
The link between events and mission
Participants, donors, and gifts
The event lifecycle
Several examples
• The art
Articulating the mission
Crafting the ask
The secret is change
© 2009 Event 360 | 5
THE IMPORTANCE OF FOCUS
© 2009 Event 360 | 6
YOUR EVENT CHALLENGE
© 2009 Event 360 | 7
YOUR FUNDRAISING CHALLENGE
© 2009 Event 360 | 8
YOUR MISSION CHALLENGE
© 2009 Event 360 | 9
THE EVENT IS
A MEANS TO AN END
© 2009 Event 360 | 10
Mission
Revenue
Gifts
Donors
Participants
Event
© 2009 Event 360 | 11
THE SCIENCE
© 2009 Event 360 | 12
What benchmarks are important to you, and why?
© 2009 Event 360 | 13
Mission
Revenue
Gifts
Donors
Participants
Event
EVENT
• Facilitates mission by providing revenue through
fundraising participants
• More events create more mission impact
because participants increase with number of
events
• Consider multiple events or multiple dates,
or both
• Event quality matters! It speaks to the care you
put into your brand and your mission
Key metrics:
• Number of events
• Participant satisfaction
• Repeat attendance
© 2009 Event 360 | 14
Mission
Revenue
Gifts
Donors
Participants
Event
PARTICIPANTS
• In general, more participants correlate with higher
revenue
• However, a myopic focus on attendance leads to
many long-term problems
• Focus on recruiting participants who will fundraise
• What to watch for:
Time as a registrant correlates positively
with number of donors
Team membership correlates positively with
retention and fundraising
Key metrics:
• Average and median registration time measured
in days prior to event
• Team participation
© 2009 Event 360 | 15
WHY PEOPLE PARTICIPATE
• Affinity to activity
I like to run.
• Affinity to third party group
I want to support my company’s initiative to take an active role in
the event.
• Affinity to participants
I like to spend time with my neighbors.
• Affinity to cause
I want my children to live in a world without breast cancer.
• Affinity to organization
I believe strongly in Susan G. Komen for the Cure.
© 2009 Event 360 | 16
REGISTRATION FEE
• The registration fee is a barrier to entry
• Con: Acts as a “price” that drives down attendance
• Pro: Helps you segment out people who have little
inclination to fundraise
• The biggest problem: Participants are allowed to
view the fee as an ending point rather than a
starting point
• Engage participants immediately upon
registration:
• Goal
• Self-donation
• Tools
© 2009 Event 360 | 17
Mission
Revenue
Gifts
Donors
Participants
Event
DONORS
• Donors are the key indicator of fundraising
participants
• You can significantly influence the number of donors
• What to watch for:
• Goal activity signals fundraising awareness
• Email activity signals fundraising activity and is
strongly correlated to funds raised
Key metrics:
• Number of donors
• Average and median donors per participant
• Number of participants with zero donors
• Number of self-donations
• Number of participants with goal
• Average and median number of emails sent
© 2009 Event 360 | 18
THE IMPORTANCE OF A FEW
0%
5%
10%
15%
20%
25%
30%
35%
40%
25th 50th 75th 90th 95th 99th Top 1%
Registrations
Fundraising
© 2009 Event 360 | 19
Mission
Revenue
Gifts
Donors
Participants
Event
• The single best predictor of overall revenue
• Number of gifts is mainly influenced through
effective participant communication
• Average gift amount can be influenced
through donors directly
Ease of use
Suggested levels
Timely acknowledgment
Key metrics:
• Number of gifts
• Average and median gift amount
GIFTS
© 2009 Event 360 | 20
Mission
Revenue
Gifts
Donors
Participants
Event
• The overall summary of performance
• Most organizations focus too heavily on costs
• To increase performance more than historical trends,
you must make operational and tactical changes
• Be aware of setting a revenue target based on your
budget need
• Watch the $0 balance percentages: They show how well
you are developing a fundraising culture
Key metrics:
• Overall revenue and fundraising revenue
(gross and net)
• Compounded annual growth rate (benchmarked)
• Fundraising revenue per participant
• Overall revenue per participant is misleading and
basically useless
REVENUE
© 2009 Event 360 | 21
THE EVENT LIFECYCLE
0
5000
10000
15000
20000
25000
30000
35000
40000
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009
Your tactics should change based on your place in the lifecycle.
© 2009 Event 360 | 22
Participants
Fundraising
SOME BENCHMARKS
Driver Benchmark
Number of Participants 2,500
Fundraising Per
Participant
2008 average was $859; median $110
Fundraising Growth 2008 average was 280%, median 15%
Attendance Growth 2008 average was 45%, median 11%
Registration Fees 75% of events have a registration fee;
average fee is $27
© 2009 Event 360 | 23
EXAMPLE: DRIVING ATTENDANCE
Number of Participants 1,100
Total Fundraising $165,000
Percent Participants on Team 60%
Percent Participants with Goal 40%
Percent Participants at $0 65%
• Small event with good fundraising
Growth in attendance will drag fundraising performance but is probably
worth it
• Action steps:
Focus on participant acquisition
Drive team participation
Consider registration fee incentives
Continue to bolster fundraising culture© 2009 Event 360 | 24
EXAMPLE: ATTENDANCE VERSUS FUNDRAISING
Number of Participants 21,059
Total Fundraising $1,105,000
Percent Participants on Team 80%
Percent Participants with Goal 61%
Percent Participants at $0 85%
• Question the ROI of any attendance-based activities
The event already has healthy attendance
A fundraising culture is lacking
• Action steps:
Drive team fundraising through team captains
Segment and focus on getting participants with goals off the dime
© 2009 Event 360 | 25
THE ART
© 2009 Event 360 | 26
Mission
Revenue
Gifts
Donors
Participants
Event
MISSION MATTERS
• Ultimately, the event is a mission vehicle –
so, the mission must resonate throughout
the event
• The more you rely on the event and the
less you rely on mission, the harder you will
have to work to establish a fundraising
culture
• Do not take for granted that people agree
that your mission is important, let alone
even understand what it is!
© 2009 Event 360 | 27
THE CHALLENGE OF MATURITY
• Internal
Get comfortable from our success
Struggle to maintain the same level of passion
Make assumptions
Feel certain jobs are „done‟
• External
Changes cause brand confusion
Lose differentiation amongst competitive clutter
Lose edge - known for marketing, not for effectiveness
Big, but better?
© 2009 Event 360 | 28
How would you ask for support in one sentence?
© 2009 Event 360 | 29
THE POWER OF CASE
• A clear, compelling statement describing
what you do and why it is important
Problem: “Over one million women are
diagnosed and 465,000 women die
each year of breast cancer worldwide.”
Work: “We‟re working together to save
lives, empower people, ensure quality
care for all and energize science to
find the cures.”
Vision: “An end to breast cancer
forever.”
• The case is NOT the description of
everything you do or aspire to do. It is a
tool to ask for support.
Our vision
The problem
Our work
© 2009 Event 360 | 30
YOU MUST ASK
• In event fundraising, there are two „asks‟ – we ask people to
participate and they ask people to give
• The number one reason people do not give is because they
are not asked
• The “Six Rights” of the Ask:
Right person asking the right prospect for the right
amount at the right time for the right reason in the right
way.
• Make it easy: Templates, emails, reminders, address books
© 2009 Event 360 | 31
YOU MUST THANK
• Relationship management is
key
• People give for 3 basic reasons:
To feel good
To belong
To be acknowledged
• What is the participant/donor
perception based on their
experience?
© 2009 Event 360 | 32
THE POWER OF EXAMPLE
• While the power of event
fundraising comes from the
bottom, the leadership must
come from the top
• Is the board all participating?
• Are they fundraising?
• Does the board have a
fundraising goal?
• Does the staff?
• What culture have they
created?
© 2009 Event 360 | 33
THE SECRET IS CHANGE
• Ultimately, different outcomes come from a change in the way we act
• Rome was not built in a day
The next two sessions will cover more specifics.
• What can I do immediately?
See what percentage of your participants raise nothing.
Review your internal conversations and event messaging asking,
“Do we focus on fundraising?”
Think through your event from a participant perspective – how
are you removing obstacles and excuses for the participants not
to fundraise?
© 2009 Event 360 | 34
QUESTIONS
© 2009 Event 360 | 35
More webinars for you
© 2009 Event 360 |
The Artez Mobile CommunicatorTuesday, March 23rd at 11:30 a.m. EST (North America)
Give your Golf Tournament Fundraiser a MakeoverThursday, March 25th at 2 p.m. EST (North America)
Expert Guests:
Linda Yielding, Manager – Special Events, Reach for the Rainbow
Kelly Hagerman, Program Manager – Events (GTA), Kids Help Phone
Register at www.artez.com
Calendar Notes
© 2009 Event 360 |
• March 30th – ArtezInterAction USA, Washington, D.C.
Hear from top fundraising strategists & digital experts including :
Dan Pallotta, Ted Hart and Dharmesh ShahMore info @ www.artez.com
• April NTEN in Atlanta & AFP in BaltimorePlease come by & say “hi” to us!
Thank you
© 2009 Event 360 |
www.event360.com
Thank you
© 2009 Event 360 |
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