Netwits Know How Analyzing Event Results Final

Netwits Know How: Event Fundraising Analyzing event Results

Ian Gruber & Donna Wilkins Page #2 © 2009 Blackbaud

Netwits Know How: Analyzing Event Results

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.



Presenters

Donna Wilkins, President & CEO, Charity Dynamics

Ian Gruber,Product Manager,

Blackbaud Inc.



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



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!

https://www.livemeeting.com/lrs/1100003672/Registration.aspx?pageName=fbchnmdhg192bmms



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



Plans and Goals

Event Launch

Mid-Season Review

Mid-Season Tactical

Changes

Event

Post-Season Analysis

Lifecycle of an Event



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



Segmentation & Groups

Fundraising Contribution

Star Fundraisers

Achievers

Under Achievers

Inactive

Participation Type

Committee Members

Captains

Individuals

Virtual

Sponsorship Level

Gold

Silver

Bronze

Start season with buckets of most valuable revenue segments mind:

Participants Sponsors Committees

Forecasting Tools/Event Performance Archive



Goal Setting Exercise

Individual Teams Company Sponsors Committee Total$0

$100,000

$200,000

$300,000

$400,000

$500,000

$600,000

$700,000

$800,000

0%

50%

100%

150%

200%

250%

Event Goal Setting Exercise

Last Year Actual

New Event Goal

Growth %

Break out Key Segments from last year

Project Growth or Decline, evaluate as %

What strategic plans or Game Changers are going to enable growth in your Key Segments

What strategies are we going to implement to grow Company Revenue by 200%?



Event Performance Archive

Develop archiving tools so that year on year reporting is right at your fingertips – overlay your marketing calendar



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



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



Mid-Season: Detailed Core Metrics

Participant Behavior

Team size and fundraising performance

Number of emails sent

Personal Pages Updated (Coming Soon!)

Adoption of Facebook Badge

Use of Twitter or YouTube (Coming Soon)

Segments

Core segments as defined entering into season

Upon analysis, any segments that pop up different than initial list

Overall Event Gauge

Donation $ raised

Number of donations received

Number of participants

Source performance

Site traffic

Number of Teams

Detailed Participant Metrics

Average donation amount

Donation $ / participant

Donation # / participant

Emails sent / participant



Determines your event’s overall success; important to look at curve mid-season to assess performance and adjust tactics

Mid-Season: Donation $ Raised

• Measure against last year• Compare to LY• Giving pattern• Plot event date• Plot marketing pushes• Note changes• Compare days, not dates

‘08 launched

social networking

strategy



Upcoming Event Comparison ReportAllows easy comparison of daily stats:

• Count of registrations• Count of donations• $ of donations• $ of registrations

Graphical Comparison & Tabular Comparison

Countdown to event date orientation & 90 days post event



Evaluate sources for registering participants; what is seeing the most success, what is underperforming expectations, how to leverage top performers

Mid-Season: Source Performance



Use the immediacy of online presence to influence event performance

Key tactics highlighted in Designing an Event Email Marketing Strategy

• Website

• Retention, recruitment and engagement emails

• Participant emails

• Other media/partner ads

• Social networks

Fundraising contest

• Social Bookmarking

AddThis

• Prizes

• Phone calls / mail

• Surveys

Mid-Season: Changing the Trends



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



Giving your event valuable real estate on your organization’s homepage




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




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


• Targeted emails to team captains re: recruiting new members

• Targeted emails to team members encouraging competition

• Promotion of team captain kits, team events




Team emails, team leader kits




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




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%


• 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!!




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



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



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)



Determines your event’s overall success; determine variations to the rate of giving

Post-Season: Final Performance Curves

2009 Plan$32.5k

May 2, 2009$24.9k

May 1, 2008$17.5k



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



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



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 HOUSEFILE GROWTH

Post-Season: Donor Composition

Social MediaOnline Offline



Post-Season: Participant Composition

Keep an eye on participant segments to gauge overall health of event and performance/fundraising make-up of participants.

Develop plan to build/grow strongest segments and keep event growing with the most productive participants.



Post-Season: SWOT

STRENGTHS• Increased donation $ and # over LY and beat

plan• Social media strategy brought in new, younger

participants and donors = Housefile growth• Changed trend early in season to make event

successful• Online channel is trending toward continuous

growth year on year

WEAKNESSES• Repeat participant performance was soft to LY

and plan• Repeat donors are decreasing year over year

OPPORTUNITIES• Engagement email implementation• Expand social network presence• New cities/events• New channels for raising $

THREATS• New external fundraising event next year• Economy• Donation marketplace



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



Questions & Answers



Thanks!

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Or 1.800.443.9441

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Netwits Know How Analyzing Event Results Final