Upload
jono-smith
View
1.517
Download
4
Embed Size (px)
DESCRIPTION
Are you struggling to turn your event participants into fundraisers? Slides from a webinar featuring Event 360’s Jeff Shuck and Blackbaud’s Amy Braiterman answering your questions about converting more of your event participants into fundraisers. Ever wonder which participants are more likely to fundraise than others, what strategies work for zero dollar participants vs. existing fundraisers or how you can best utilize incentives?
Citation preview
FIVE QUESTIONS:
TURNING EVENT PARTICIPANTS INTO
FUNDRAISERS
February 22, 2010
02/25/2011 1
Amy Braiterman, Principal Strategy Consultant, Blackbaud
Jeff Shuck, President/CEO, Event 360, Inc.
EVENT FUNDRAISING WITH BLACKBAUD
More than $1.3 billion raised
37,000 events and counting
17M participants & 31M donors
Average participant sends 27 emails
02/25/2011 2
Average participant sends 27 emails1 in 4 FAF emails convert
FAF emails have a 90 percent greater open rateAverage online gift size: $60
American Heart Association, Alzheimer’s Association, Arthritis Foundation, Autism Speaks, LIVESTRONG,
Best Buddies International, Rodman Ride and National Down Syndrome Society
02/25/2011 3
Why should I worry about turning event
participants into
02/25/2011 4
participants into fundraisers?
Mission
Revenue
Gifts
EVENT VALUE CHAIN
02/25/2011 5
Donors
Participants
Event
WHY TURN EVENT PARTICIPANTS INTO
FUNDRAISERS?
• You need money. Just showing up at the event does not help you achieve your mission.
- Fundraising allows you to carry out your programming.
• You are not a party planner. In the typical event without a fundraising minimum, about 70% of participants
02/25/2011 6
fundraising minimum, about 70% of participants do not fundraise.
- You end up covering costs and not raising any money for your mission.
• You are a fundraiser. The event is created as the reason for the ASK.
- Make sure you tell your participants why fundraising is important.
Where do I start?When in the lifecycle of
the event?
02/25/2011 7
the event?
WHERE DO I START?
• With an ASK. You can insert an ask anywhere in your lifecycle.
• Start at the beginning. From the moment a participant registers, emphasize the importance of fundraising:
- Implement a registration fee.
- Suggest a minimum fundraising amount.
02/25/2011 8
- Encourage self-donation.
• Maintain the momentum. Foster a fundraising culture throughout the event lifecycle:
- Recognize individual’s fundraising progress.
- Encourage participants to enlist others for support.
Who should I focus on?How do I find them?
02/25/2011 9
How do I find them?
PARTICIPANT DRIVERS
• I like to walk.
Affinity to an activity
• I’m supporting my school/church/office as a team.
Affinity to a third party group
Affinity to participants or individuals
02/25/2011 10
• I like to spend time with my friends.
Affinity to participants or individuals
• I want to help find a cure.
Affinity to a cause
• I believe in this Foundation’s work.
Affinity to an organization
WHO SHOULD I FOCUS ON? WHERE ARE THEY?
• Cast a narrow net. A successful fundraising event cannot be everything to everyone.
• Be specific. Start with a specific target market to yield the best results.
- People who are directly affected by your cause.
- People who are passionate about your event’s activity.
02/25/2011 11
- People who are passionate about your event’s activity.
• Find out why. What drives your current constituents to support your cause?
- Build a case for participation and fundraising based upon what motivates them.
Are some participants more likely
to fundraise than
02/25/2011 12
to fundraise than others?
WHICH PARTICIPANTS ARE MORE LIKELY TO
FUNDRAISE?
• Connected to cause. Individuals who have been personally touched by your cause and mission.
• Team members. People who join with friends and family on a team have more support and more motivation to fundraise.
02/25/2011 13
• Alumni. Return participants know that they can do it and are willing to continue being an advocate for you.
• If a participant falls into multiple categories, they are likely to fundraise even more.
- Acknowledge these key fundraising drivers and speak to them in your event communications.
WHICH PARTICIPANTS ARE MORE LIKELY TO
FUNDRAISE?
Additional Indicators
• Fundraising goal
• Personalize their webpage
• Sending Friends Asking Friends emails
• Received donations
02/25/2011 14
• Received donations
• Make a personal contribution
• Not a team of one
• Have they reached out to you?
Are there specific strategies that work to turn zero balance participants
into fundraisers?
02/25/2011 15
into fundraisers?
HOW DO YOU TURN A ZERO-BALANCE PARTICIPANT
INTO A FUNDRAISER?
• Ask, ask, ask. Make a strong ask to all of your participants. Repeat the ask of your zero-balance participants.
• Be direct. Tell them that participation is not enough and that you need fundraising to carry out your mission and programming.
02/25/2011 16
programming.
• Use incentives carefully. Use time-based incentives with an expiration date to get them to take action faster.
• It isn’t easy to move this group. It’s often more effective to focus efforts on your actively fundraising participants.
Are there specific strategies that work to get
existing fundraisers
02/25/2011 17
to raise more?
HOW DO I GET FUNDRAISERS TO RAISE MORE?
• Emphasize the cause. This is the main reason that they are fundraising. Illustrate your impact through meaningful stories.
• Be straightforward. Tell them to do more, because you needmore for your mission.
- Encourage repeat participants to increase their goals from last year.
02/25/2011 18
• Tell them about everyone else. Letting people know how much the “average” participant fundraises shows them what levels are attainable.
• Say thank you. Acknowledge their specific efforts. Recognition is a powerful motivator.
How can I best use incentives?
02/25/2011 19
HOW CAN I BEST USE INCENTIVES?
• Recognition, not reward. Focus on using incentives as a thank you mechanism. A prize is nice, but people want to see you achieve your mission.
• Give them a deadline. A time-based incentive can motivate fundraising spikes.
- “Raise $100 by this Friday and be eligible for…”
02/25/2011 20
- “Raise $100 by this Friday and be eligible for…”
How do I measure the impact I’m making?
02/25/2011 21
HOW DO I MEASURE IMPACT?
• Totals. More than just overall dollars and participants.
- Total number of donors, gifts
• Individual performance. Look at the amount raised “per” participant, team, etc.
• Median, not average. The middle gives you a more
02/25/2011 22
• Median, not average. The middle gives you a more representative snapshot of what your participants are doing.
- Median amount raised, gift size
• Growth. Compare your numbers to last year and the year prior. Use the data to make informed decisions on next year.
02/25/2011 23
EVENT 360
www.event360.com
BLACKBAUD BLOGS
www.FriendsAskingAmy.com
NEED MORE INFORMATION?
02/25/2011 24
www.FriendsAskingAmy.com
www.netwitsthinktank.com
www.blackbaud.com