how to run stand-out charity events
TRANSCRIPT
How to Run Stand-Out Charity Events 14th April 2015
Embracing the latest technology trends to promote your cause and connect with your supporters through events
Mark Walker, Eventbrite
About Eventbrite “Eventbrite is a self-service ticketing platform and live experiences marketplace. It enables people all over the world to plan, promote, and sell out events of all kinds.” • £1 billion in gross tickets sales in 2014 • 1.7 million events • 130 app partners • 500+ employees
All about connecting
Social
Data Mobile
Supporter
Social
Distribution
Listening Service
Social: Distribution
Social: Distribution
ü Use appropriate hashtags ü Include links ü Include images ü Tweet/Pin/Instagram multiple times per
day | FB twice | LinkedIn once ü 60-40 rule
Social: Listening
Social: Listening
Social: Listening
Social: Service
ü Respond quickly ü Take bigger issues offline ü Provide contact details on your event page ü Create an FAQ page ü Our support team is there 24/7
Data
Gathering
Understanding Syncing
Data: Gathering
ü Event registration ü Newsletter sign-up ü Giveaways ü Competitions
Data: Understanding How is your event performing?
– Shared count or BuzzSumo – Google Analytics – Eventbrite dashboard
Data: Understanding What do your audience care about?
– Community search – Custom questions – A/B testing, heatmaps etc.
Data: Syncing
Mobile
Search
Experience Necessary
Mobile: Search Coming 21st April. You’ll really want mobile optimised web pages. ü Website software that’s
compatible with mobile (so no Flash, for example)
ü Large, readable text without zooming
ü Content automatically resizes to fit the screen (so you don’t have to scroll horizontally)
ü Large links with plenty of space between each so they are easily tapped
https://www.google.com/webmasters/tools/mobile-friendly/
Mobile: Experience
ü Trust ü Convenience ü Conversions
Mobile: Necessity
All about connecting
Social
Data Mobile
Thank you. Questions?
blog.eventbrite.com | @eventbriteuk
Working together to break the cycle of homelessness
OUR JOURNEY TO RELEVANCE
“What makes it such a great venue is the scale of the curatorial ambition”
Our vision is to create a fairer society, where lasting paid employment is a reality for those affected by homelessness and social exclusion.
OUR VISION
OUR PLEDGES
Work together to break the cycle of homelessness. Create a community of social change makers. Show the power and potential of mixing social and cultural landscapes to create new experiences and pathways for those in society who will benefit most.
We believe that culture and the envi ronment we create are powerful tools to help us define how we live our lives. In our experience those who are socially excluded are often culturally excluded.
BE CONFIDENT
A VIRTUOUS CIRCLE COLLABORATION
CULTURE COMMUNITY
CAUSE
BE BOLD
BE CONSISTENT
BE RELEVANT
Working together to break the cycle of homelessness
} Running since 1992
} Iconic student challenge
} One of the original mass par9cipa9on events
} Raised over £5m for Link
} Pure light-‐hearted silliness!
} Strong visual brand & intrigue.
} As seen in the Independent, ITV & Coca Cola advert.
} 5k night run & fes9val
} Debuts in Manchester this weekend!
} Lime Green created the charity partnership model
} Prospec(ve fundraisers have a broad range of events to choose from
} Compe((on also comes from profit-‐making companies
} e.g. Hitch vs RAG events, Student Adventures etc.
} Make your event stand out & give people compelling reasons to take part
} Move beyond the tradi(onal model (e.g. Sumo Run)
} Other ways of making money: merchandising, on-‐the-‐day ac(vi(es, corporate sponsorship
} Sumo Run: the suits, mass infla(on & warm-‐up sold the event!
} Flyering & social media ac(vity were very engaging
} Very media-‐friendly as images really sold the event
} £250,000 of press coverage (but hard to maximise)
} Important to have the next event ready to go
Companies can:
} Enter teams of par(cipants
} Promote to their staff, followers etc.
} Help with joint promo(on drives
} Sponsor the event
} Provide freebies to par(cipants
} Provide credibility through brand associa(on
} Provide volunteers
HITCH
} Rough Guides:
o Promoted to their student followers
o Funded joint campus promo(on drives
o Supplied hundreds of free guide books
o Added credibility to a perceived ‘risky’ ac(vity
MOON RISE RUN
} Goodie bags containing products from:
} Ideal for target audience (health-‐conscious, mostly female, aged 25-‐40)
} Added value & credibility
} Future sponsorship?
} Events are hard work, stressful and unpredictable!
} e.g. Moon Rise Run is dependent on: o Eventbrite for (cke(ng o External companies for sound, ligh(ng & stage o Four bands, four food vendors & a licensed bar o Volunteer race stewards o Charity partners o Corporate sponsors
} Dependence on third par(es inevitably causes hiccups
} Changes to (cket pricing, fes(val line-‐up & twilight start (me!
} Tricky decisions to debate and make behind the scenes...
} But be calm, confident & consistent above the surface!
Slow 9cket sales? Let down by supplier? Lack of 9me?
Be confident
Release info early
Always reply quickly
Early commitment to ideas
} Being a good swan requires supreme organisa(on!
} Tools like Basecamp help: o Ac(on points o Calendar items o Shared files o Visible discussions o Restricted access
} Used very effec(vely in Moon Rise Run ‘countdown to launch’
} Free trial & as cheap as £10 per month.
} Morocco Hitch – con(ngency measures to ensure safety of par(cipants
} Marrakech, April 2011
What did I learn?
} Very unlikely circumstances can happen
} Any con(ngency measures might one day be needed
} Organising events means taking on a burden of responsibility
Hannah Terrey, #GivingTuesday UK
Key events from 2014 & looking ahead to 2015
What is it and what happened?
#GivingTuesday 2014 - getting it going
Introducing #GivingTuesday to the UK:
Our aims: § Spread the word § Make sure that we reached all corners
and all countries § Bring charities and businesses on board
as partners § Share ideas and resources § Create milestones throughout the year § Create some noise and build the buzz § Bring people together on and off-line.
Highlights:
§ Launch events and Founding partners reception
§ Regional tour – 14 cities across the UK
§ Parliamentary reception § #GivingTuesday Summit § On line events - webinars,
thunderclap and live streaming
In Focus - Regional Roadshow
§ Hired small, local, community spaces § Short simple presentation and Q&A § Invited local partners to talk about why they had signed up and what they
were planning
Benefits: § Got us out of London § Networking for local organisations § Local media and political support Challenges: § People turning up! § Lots of staff time and travel
In Focus – parliamentary reception
§ Invited all partners the House of Commons, with a brief speech by the Minister for Civil Society
§ Launched the #unselfie and connected the event with social media
§ Marked the count-down to Dec 2nd Benefits: § Great mix of companies and
charities, big and small § People sharing plans and ideas § Created a great buzz and sense of
excitement amongst partners
Challenges: § Timing and getting MPs to attend
In Focus – The Big #GivingTuesday Get Together!
§ Brought together partners from 2014 to discuss what worked and what we should do in 2015
§ Speech from Henry Timms, founder of #GivingTuesday
§ Best practise sessions, workshops and Q&A
Benefits: § Fantastic celebration and good way to keep
partners engaged and thinking about their campaigns for this year
§ Hook for media coverage § Live-streaming allowed everyone to join § Sponsored by RBS!
Challenges: § Packed day – more showcase than strategy? § No one in the team had ever organised a full-day
event before....
#GivingTuesday 2015
Our aims: § Getting even more organisations involved § Targeting particular sectors § Getting partners to own and run the campaign § Mobilising local communities § Finding creative ways to multiply impact!
Events for 2015 § Finding existing platforms and opportunities – e.g. fundraising conferences § Asking our partners to run events in local areas or for like-minded people § Creating easy tools and events packs for others to use § Programme of events and webinars to focus on target organisations and
sectors § Organising key events (like the parliamentary receptions) further in advance
Thank you blog.eventbrite.com | @eventbriteuk