delivering event fundraising results
DESCRIPTION
Keynote presentation by Event 360's Jeff Shuck from the 2010 Run Walk Ride Fundraising Conference.TRANSCRIPT
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Focusing on the Metrics that Matter
Jeff Shuck, Event 360, Inc.
DELIVERING EVENT FUNDRAISING RESULTS
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THE INCREASING NEED FOR ROI
Tighter budgets
Competition
Need for transparency and accountability
Expectations of shorter payback
Leadership aversion to risk
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AGENDA
Linking events to mission
Going beyond basic metrics to find deeper insights
Case study: Komen Global Race for the Cure
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LINKING EVENTS TO MISSION
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THE EVENT CHALLENGE
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THE FUNDRAISING CHALLENGE
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Mission
Revenue
Gifts
Donors
Participants
Event
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Mission
Revenue
Gifts
Donors
Participants
Event
© Event 360 |
Key Takeaway: You must ask.
An event should not be a way to avoid a fundraising conversation –
it should be a way to spark a fundraising conversation.
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GOING BEYOND BASIC METRICS
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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
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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 |
Key Takeaway: Analytics is about making sure that
what you know is actually true!
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MEAN, MEDIAN, AND MODE
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Participant Amount Raised
1 $10
2 $10
3 $10
4 $15
5 $20
6 $45
7 $100
Total $210
• Average: $30
• Median: $15
• Mode: $10
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MEAN, MEDIAN, AND MODE
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Participant Amount Raised
1 $10
2 $10
3 $10
4 $15
5 $20
6 $45
7 $100
Total $210
• Average: $30
• Median: $15
• Mode: $10
Key Takeaway: Always calculate median and mode
in addition to mean.
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© Event 360 | Page 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
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© Event 360 | Page 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
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© Event 360 | Page 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
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© Event 360 | Page 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
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© Event 360 | Page 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
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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
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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
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Case Study: Komen Global Race for the Cure
FOCUSING ON THE METRICS THAT MATTER
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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
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2009 STRATEGIES
Targeted, segmented communication
Clear calls to action
Improved online tools
Personal networking with veteran team captains
Overhauled registration fee and fundraising structure
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Key Takeaway: An effective strategy has
several components.
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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.”
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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.”
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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.”
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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.”
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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.”
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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.”
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Key Takeaway: Think in segments.
Talk to different participants differently.
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* Through Convio
A SKIN G W O RKS
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IMPACT ON EMAILS SENT
Key Takeaway: Tailor the ask to something
specific the participant can do.
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IMPACT ON USE OF ONLINE TOOLS
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GOAL PERFORMANCE
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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.
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* credited to a participant or team
IM PA CT O N N U M B ER O F D O N A T IO N S
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IMPACT ON DONATION SIZE
* credited to a participant or team
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THE IMPACT ON FUNDRAISING
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Mission
Revenue
Gifts
Donors
Participants
Event
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Get the Guide
Visit www.event360.comto download the companion guide to this presentation.
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Jeff ShuckPresident & CEOEvent 360, Inc.773.247.5360, extension [email protected]