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It’s All In The Tools:Maximizing Your TeamRaiser Event

Presented by: Shana Masterson and Jonathan Cass

2© 2011 Convio, Inc.

Shana Masterson(@npshana)Associate Director,

Interactive Fundraising & EngagementAmerican Diabetes Association

Unable to disconnect

Frequently used avatar

3© 2011 Convio, Inc.

Jonathan Cass (@jcassAHS)e-Communications Manager

Event Registration

5

Event Homepage Options

• TeamRaiser pages – “greeting page” - easiest to setup, less customizable.

• Custom pages in PageBuilder – More customizable, some HTML and graphic design knowledge needed.

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Preferred: Custom PageBuilder Method

• You have better control over how information is presented to your supporters.

Example: navigation using TR greeting page

3 register buttons

2 donation buttons

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Preferred: Custom PageBuilder Method

• With the custom option you can control the navigation.

• The three registration buttons can be consolidated into one "register“ button that goes to a page giving people those options.  

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Another example from AHS?

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Update The Default Text

On all TeamRaiser Custom Pages, you have the option to update the default text and blank areas. Take advantage!

Utilize the Preview link to locate fields and see your changes.

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Self Donation Sample

Default:

Improved:

* Courtesy of the National Kidney Foundation

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Email Opt-In

Default:

Improved:

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Log In

• Essential option for returning participants and data cleanliness. Tell constituents WHY this is important.– Prior participant log in, brings personal page and

address book information to the new event.– Registration form fields are pre-filled. (Higher

registration conversion rate.)

• For organizations that enforce unique email address, mitigates error messaging.

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Log In

Note: You may need to contact Convio support to enable “returning participant log on page”.

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Take Advantage of Additional Questions

• Gain more insight into your supporters.• Segment communications around these questions.

– Connection to the cause– Intention to fundraise

• BUT– With each question you add, more people may not complete

the registration process.– Only ask if you have a plan to use the information.– Only make questions required if you have a good business

reason to do so.– Group required questions together to make them easier to find.

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Thank You Page

• Should provide a clear, visual representation of what to do next.

• Default page does not do enough.

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Discount Codes

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It’s a Registration Coupon/Sale

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Why use discounts?• Give potential participants a “little push”• Encourage registration when you need a

boost• Create one off discount codes as a gift to

your best participants/teams/companies

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Discounts are very flexible

Can limit by:– the number of discounts– time available – by registration type or group

Discount can be a set dollar amount

or a percentage

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Keep In Mind

• If running multiple, make sure the discount decreases in value over time

• Case sensitive• Easily confused characters 0 vs. O I

vs. 1• Fees lost through registration discounts

must be made up in fundraising.

22© 2011 Convio, Inc.

Case Study

Participants who register during the first month of the event cycle raise nearly ten times more than participants who register during the last month.

No Discounts With Discounts

Weeks 1-4 $616 average9% of total participants33% $0 participants

$560 average15% of total participants44% $0 participants

Weeks 5-8 $394 Average5% of total participants41% $0 participants

$503 average13% of total participants33% $0 participants

Rest of cycle

$121 Average68% $0 participants

$126 Average$64% $0 participants

Badges and Milestone Messages

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Badges

Simple, free way to give participant recognition and to push them to the next level

Self donor badge

Badges for fundraising amounts

Promote sharing (similar to Foursquare updates about mayorship, etc)

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Badge PlacementTop Participant Component

Top Participants List Page

Search Results

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Badge Placement

Team Pages

Personal Pages

Shana Masterson

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Milestone Messages

Part of the autoresponder series. Sent when participants achieve certain dollar amounts.

Can be used:

- In conjunction with the badges to announce progress to badge or badge achievement.

- Even if you are not using badges, to congratulate participants on fundraising achievements.

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Limitations

• Only one fundraising achievement can be shown at a time.

• Difficult to design for 48 x 48 px image.

• Aside from self-donor badge, rewarded for monetary levels only. Other good behavior is not rewarded.

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Advanced Badges To The Rescue!

• Badges don’t go away.

• Reward for being active participants and not just $ raised

– Being on a team.– Number of emails sent.– Number of gifts received.

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Advanced Badges

• Badges for belonging to any Convio group - endless possibilities...

o   Badges specific to TR event Early bird badge for registering before certain date Top fundraisers in previous year Long term participants

o Badges specific to other engagement with your organization. Leadership donors Service users  Survivors

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Advanced Badges

Limitations - no autoresponders available - milestones can be used to help announce some new achievements. Query and task based groups and reoccurring emails will take care of rest.

Advanced badges can't have icons display on team listing pages, top participants lists, search, etc. • But you can combine regular badges and

advanced badges.

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Advanced Badges

• Custom built using s-Tags (more on those later!)

• Instructions, code and Photoshop and Illustrator templates provided at:– http://ahs.mn/conviobadges

Email Engagement

Email Options

TeamRaiser Messages• TeamRaiser conditionals and personalization readily

available.• TeamRaiser specific audience segmentation.• A/B testing (a best practice) not available • Takes a few extra steps to send to non-TR groups. *

*more difficult to do, but easier when we

show you how - http://ahs.mn/TR-email

Email Options

Campaign Messages• More options available,

including A/B testing.• Segmentation through

reporting and groups.• Often not available to

event staff.• TeamRaiser conditionals

and personalization more difficult to achieve.*

Combine both Team Raiser and Campaign messages into your plan for maximum benefit!

*more difficult to do, but easier when we

show you how - http://ahs.mn/TR-email

Email Engagement

Use Autoresponders - Always provide a next step. For some, these are the only messages they receive.

Welcome Series/Follow Ups – Walk participants along the path of engagement. Hints: Exclude from other messages. Turn off at predetermined interval before the event. Set expectations, tell them they are on the way.

Smart segmentation – identify target groups.

Team captains tolerate more messaging and can help push messages out for you. 

Suggested messages - provide lots of options to make participants’ job easier (Registration, Donation, Reminders, Team Captain Welcome, Fundraising tips, Thank You, etc)

Communications Calendar

• Create calendar prior to event launch

• Reinforces multi-channel messaging

• Should include messages set up by week

• All communications avenues – Coaching emails, recruiting emails, homepage updates, participant center updates, social media updates

• Also include target audience and conditionals

• Try to schedule around other organization-wide email sends and include conditional messaging to participants if possible.

• Bonus if you schedule all emails in Convio in advance

Communications calendar template available at:

http://bit.ly/TRCommCal

Stationery for different audiencesNon-Participants

Participant Center Ask MessagesParticipants

Personalization and Conditional Content

If you’re speaking to everyone, you’re speaking to no one.

Personalization

Hi Jon

Personalization

Hi Jon, you’ve already raised $425 for the

Walk for Animals. You have 21 days left to raise

the extra $75 to reach your goal of $500!

Conditionals

Teams

On a Team

Not on a team

Captains

Was team captain

Was not team captain

Money raised

Raised over $500

Raised under $500

On a team

Team Captain

Raised over $500

Raised under $500

Not a team captain

Raised over $500

Raised under $500

Not on a team

Raised over $500

Raised under $500

Send six emails?

Conditionals• Conditionals make it easier.

• Send ONE email with many versions. Let the system do the segmentation work for you.

Making it personalJust like HTML coding, Convio's WYSWYG editor will do a lot of the coding for Personalization and Conditionals for you.

But just like HTML, you can do so much more (i.e. advanced badges!) if you learn a little bit more about how the coding works.

• You can download the S-Tag & Conditional Snippets Kit to get started.

http://ahs.mn/s-tagsKit

Participant Center 2

Participant Center (original)   

PC 2 - More modern design

PC 2 – improved navigation

PC 2 – Tells people what to do

• Update page• Send emails• Thank

donors• Welcome

team members

PC 2 – Easy to see your progress

PC 2 – Manage your contacts

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PC2 – Easier to customize

Social Tools

Social Sharing

Resources: http://www.addthis.com/, http://sharethis.com/

Social Tools

Facebook comments plugin:

Social Toolshttp://ahs.mn/FacebookComments

Replace example.com with: [[S6]]/Events/General?px=[[S334:px]]&pg=personal&fr_id=[[S334:fr_id]]

Put in the footer of participants personal pages

Reporting and Analysis

TeamRaiser Reporting

Every time you talk to a participant, are you looking at their personal page? (Hint: You should be!)

Use Participant Performance or Registration report to get to know them better – online gifts, unconfirmed gifts, total number of emails sent, etc. Coach/congratulate using this info as a starting point.

Source codes – where are participants coming from?

Identify trends in user behavior, demographics and timing.

Use reporting for current year goal setting.

Compare results with last year’s event to ensure you are on track or ahead.

Email ReportingTrack and analyze:

• Open rate• Click-through rate• Action rate – sometimes not applicable• Unsubscribe rate

Identify emails that are performing well and do more of them!

Benchmarks exist, but it is better to focus on improving your own numbers.

Track A/B test results and create your own set of best practices.

Notes: Email reports not located in Data Management Tab. Located in Email tab.Coaching email reports are found in the coaching emails portion of

TR. Report writer allows for a more comprehensive email reporting.

Make it look good - CSS

Making it look good with CSSNo more purple and yellow forms!• It's your brand and your event - use the colors and fonts

that match the rest of your design.

Use on:• Registration pages• Donation pages• Personal pages• Team pages• PC2

Making it look good with CSSNot just for colors – but also layout.

You used to only have four options for personal page layout

Making it look good with CSS

Now there is a custom layout option that lets you use CSS to change the layout.

Making it look good with CSS

Challenges:• Not for beginners to coding - BUT you can learn.

o Many resources available online o www.cssbasics.com is a good place to get started.

• Once you’ve learned the basics, use Firebug to help you get started learning what to update on your Convio pages.

Getfirebug.com

Resources

Convio Community    

Convio Customer Center    TeamRaiser Event Staff Learning Path

Other Convio Resources    Connection Café Blog: www.connectioncafe.com

Convio research and white papers

http://www.convio.com/our-research/nonprofit-sector-research.html

Case studieshttp://www.convio.com/our-clients/case-studies/

Also: Convio Users Groups and this Summit – take advantage of the knowledge around you!

Other Resources

 

http://techsoup.org – Get discounted softwarehttp://www.lynda.com/ - Learn how to use discounted software

Fundraising advice and latest trends:http://www.theagitator.net/http://www.futurefundraisingnow.com/http://www.nonprofitmarketingblog.com/http://www.frogloop.com/http://www.communityorganizer20.com/http://nonprofitorgs.wordpress.com/http://www.501videos.com/

Questions?