Delivering Event Fundraising Results
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Keynote presentation by Event 360's Jeff Shuck from the 2010 Run Walk Ride Fundraising Conference.
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Delivering Event Fundraising Results
- 1. DELIVERING EVENT FUNDRAISING RESULTS Focusing on the Metrics that Matter Jeff Shuck, Event 360, Inc.
- 2. THE INCREASING NEED FOR ROI Tighter budgets Competition Need for transparency and accountability Expectations of shorter payback Leadership aversion to risk © Event 360 | Page 2
- 3. AGENDA Linking events to mission Going beyond basic metrics to find deeper insights Case study: Komen Global Race for the Cure © Event 360 | Page 3
- 4. LINKING EVENTS TO MISSION
- 5. © Event 360 | Page 5
- 6. THE EVENT CHALLENGE © Event 360 | Page 6
- 7. THE FUNDRAISING CHALLENGE © Event 360 | Page 7
- 8. Mission Revenue Gifts Donors Participants Event © Event 360 | Page 8
- 9. Mission Revenue Key Takeaway: You must ask. Gifts An event should not be a way to avoid a fundraising conversation – Donors it should be a way to spark a fundraising conversation. Participants Event © Event 360 | Page 9
- 10. GOING BEYOND BASIC METRICS
- 11. ABOUT ANALYTICS Use data to improve decision-making Don’t be afraid of your data! It won’t hurt you You won’t break anything Even small explorations can yield big insights You already own a powerful data analysis tool © Event 360 | Page 11
- 12. ABOUT ANALYTICS Use data to improve decision-making Don’t be afraid of your data! It won’t hurt you You won’t break anything Key Takeaway: Even small explorations canmaking sure that Analytics is about yield what you know is actually true! big insights You already own a powerful data analysis tool © Event 360 | Page 12
- 13. MEAN, MEDIAN, AND MODE Participant Amount Raised • Average: $30 1 $10 • Median: $15 2 $10 • Mode: $10 3 $10 4 $15 5 $20 6 $45 7 $100 Total $210 © Event 360 | Page 13
- 14. MEAN, MEDIAN, AND MODE Participant Amount Raised • Average: $30 1 $10 • Median: $15 2 $10 • Mode: $10 3 $10 4 $15 Key Takeaway: 5 $20 Always calculate median and mode 6 $45 in addition to mean. 7 $100 Total $210 © Event 360 | Page 14
- 15. Area Key Metrics Event • Number of events • Participant satisfaction • Repeat attendance Participants • Number of participants • Registration time • Team participation Donors • Number of donors • Donors per participant • Percentage of participants with zero donors • Percentage of self-donations and goal • Number of emails sent per participant Gifts • Number of gifts • Amount per gift Revenue • ROI • Compound annual growth rate • Growth against national benchmark © Event 360 | Page 15
- 16. Area Key Metrics Event • Number of events • Participant satisfaction • Repeat attendance Participants • Number of participants • Registration time • Team participation Donors • Number of donors • Donors per participant • Percentage of participants with zero donors • Percentage of self-donations and goal • Number of emails sent per participant Gifts • Number of gifts • Amount per gift Revenue • ROI • Compound annual growth rate • Growth against national benchmark © Event 360 | Page 16
- 17. Area Key Metrics Event • Number of events • Participant satisfaction • Repeat attendance Participants • Number of participants • Registration time • Team participation Donors • Number of donors • Donors per participant • Percentage of participants with zero donors • Percentage of self-donations and goal • Number of emails sent per participant Gifts • Number of gifts • Amount per gift Revenue • ROI • Compound annual growth rate • Growth against national benchmark © Event 360 | Page 17
- 18. Area Key Metrics Event • Number of events • Participant satisfaction • Repeat attendance Participants • Number of participants • Registration time • Team participation Donors • Number of donors • Donors per participant • Percentage of participants with zero donors • Percentage of self-donations and goal • Number of emails sent per participant Gifts • Number of gifts • Amount per gift Revenue • ROI • Compound annual growth rate • Growth against national benchmark © Event 360 | Page 18
- 19. Area Key Metrics Event • Number of events • Participant satisfaction • Repeat attendance Participants • Number of participants • Registration time • Team participation Donors • Number of donors • Donors per participant • Percentage of participants with zero donors • Percentage of self-donations and goal • Number of emails sent per participant Gifts • Number of gifts • Amount per gift Revenue • ROI • Compound annual growth rate • Growth against national benchmark © Event 360 | Page 19
- 20. EXAMPLE: DRIVING ATTENDANCE Number of Participants 1,100 Total Amount Raised $165,000 Percent Participants on Team 60% Percent Participants with Goal 40% Percent Participants at $0 65% • Small event with good fundraising • Growth in the right kind of attendance is necessary • Action steps: • Drive team participation • Consider registration fee incentives • Be careful not to undermine fundraising culture © Event 360 | Page 20
- 21. EXAMPLE: DRIVING FUNDRAISING Number of Participants 21,059 Total Amount Raised $1,105,000 Median Time as Registrant 84 days Number of Donors 31,450 • 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 © Event 360 | Page 21
- 22. FOCUSING ON THE METRICS THAT MATTER Case Study: Komen Global Race for the Cure
- 23. GROWTH OPPORTUNITIES Strong brand and base of support 45,000 participants, 55,000 donors 30,000 participants with $0 and 0 donors Average fundraising of $60 Average donation of $60, modal donation of $25 Dependant on 10% of participants for 99% of revenue Basic CRM implementation © Event 360 | Page 23
- 24. 2009 STRATEGIES Targeted, segmented communication Clear calls to action Improved online tools Personal networking with veteran team captains Overhauled registration fee and fundraising structure Key Takeaway: An effective strategy has several components. © Event 360 | Page 24
- 25. SEGMENTATION Segment Number Total Contributed Approach Attendees 31,902 $0 Education and contact Beginning fundraisers 11,268 $793,000 Intense encouragement High performers 2,393 $1,380,000 Affirmation and thanks Ultra performers 82 $393,000 High personal touch Team captains 2,000 “Every walker a fundraiser.” © Event 360 | Page 25
- 26. SEGMENTATION Segment Number Total Contributed Approach Attendees 31,902 $0 Education and contact Beginning fundraisers 11,268 $793,000 Intense encouragement High performers 2,393 $1,380,000 Affirmation and thanks Ultra performers 82 $393,000 High personal touch Team captains 2,000 “Every walker a fundraiser.” © Event 360 | Page 26
- 27. SEGMENTATION Segment Number Total Contributed Approach Attendees 31,902 $0 Education and contact Beginning fundraisers 11,268 $793,000 Intense encouragement High performers 2,393 $1,380,000 Affirmation and thanks Ultra performers 82 $393,000 High personal touch Team captains 2,000 “Every walker a fundraiser.” © Event 360 | Page 27
- 28. SEGMENTATION Segment Number Total Contributed Approach Attendees 31,902 $0 Education and contact Beginning fundraisers 11,268 $793,000 Intense encouragement High performers 2,393 $1,380,000 Affirmation and thanks Ultra performers 82 $393,000 High personal touch Team captains 2,000 “Every walker a fundraiser.” © Event 360 | Page 28
- 29. SEGMENTATION Segment Number Total Contributed Approach Attendees 31,902 $0 Education and contact Beginning fundraisers 11,268 $793,000 Intense encouragement High performers 2,393 $1,380,000 Affirmation and thanks Ultra performers 82 $393,000 High personal touch Team captains 2,000 “Every walker a fundraiser.” © Event 360 | Page 29
- 30. SEGMENTATION Segment Number Total Contributed Approach Attendees 31,902 $0 Education and contact Beginning fundraisers 11,268 $793,000 Intense encouragement High performers 2,393 $1,380,000 Affirmation and thanks Ultra performers 82 $393,000 High personal touch Team captains 2,000 “Every walker a fundraiser.” Key Takeaway: Think in segments. Talk to different participants differently. © Event 360 | Page 30
- 31. A S K IN G W O RK S * Through Convio © Event 360 | Page 31
- 32. IMPACT ON EMAILS SENT Key Takeaway: Tailor the ask to something specific the participant can do. © Event 360 | Page 32
- 33. IMPACT ON USE OF ONLINE TOOLS © Event 360 | Page 33
- 34. GOAL PERFORMANCE 2008 2009 Goal $250 $125 Participants Raising $125 10% 12% Participants Raising $250 6.2% 6.4% Key Takeaway: Structure minimums and goals so that they are attainable and motivational. © Event 360 | Page 34
- 35. IM PA CT O N N U M B ER O F D O N A T IO N S * credited to a participant or team © Event 360 | Page 35
- 36. IMPACT ON DONATION SIZE * credited to a participant or team © Event 360 | Page 36
- 37. THE IMPACT ON FUNDRAISING © Event 360 | Page 37
- 38. Mission Revenue Gifts Donors Participants Event © Event 360 | Page 38
- 39. Get the Guide Visit www.event360.com to download the companion guide to this presentation. © Event 360 | Page 39
- 40. Jeff Shuck President & CEO Event 360, Inc. 773.247.5360, extension 200 jeff@event360.com