using engagement tactics to drive event results
DESCRIPTION
A Run Walk Ride Fundraising Council Webinar presented by Cassidy Richards of Charity Dynamics and Shana Masterson of the American Diabetes Association.TRANSCRIPT
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Using Engagement Tactics to Drive Event Results
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Your hosts
• Cassidy Richards• Sr. Consultant, Charity Dynamics
• Shana Masterson• Associate Director, Interactive Fundraising &
Engagement, American Diabetes Association
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• How engagement impacts your bottom line
• Your fundraising VIP’s• Why Multi-Channel is vital• Develop your Multi-Channel
Engagement Plan• Next Steps• Questions
Agenda
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Engagement
big return on investment
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• Building relationships with your participants to increase loyalty and fundraising • Communication• Community Building• Customer Service
• Engagement must be ongoing• often campaigns begin and end with
Recruitment
What is engagement?
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• Fundraising growth outpaced participation growth
Engagement impacts your bottom line
Blackbaud 2011 P2P Benchmark Report
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Can you afford not to engage?
Goal
# Teams 125
% of teams fundraising 80
# Fundraising teams 100
Fundraising Average $1,200
Total Revenue $120,000
+ Engage
125
85
106
$1,500
$159,000
- Engage
125
65
81
$1,000
$81,000
Sample Exercise
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Step Out: Walk to Stop Diabetes Fundraising Trend
• Growth in participant numbers pacing with overall growth
• Growth in fundraising average – a direct result of engagement.
• $1M increase online• Opportunity for growth:
More fundraising participants (less $0)
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• Returning Participants raise more money (a lot more!)
• It costs less to retain a team/participant than recruiting a brand new one!
Can impact next year’s retention
Blackbaud 2011 P2P Benchmark Report
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• 47% of donors give the majority of their money to their favorite charity
• 30% of constituents fundraise for their favorite charity at least once a year
• Constituents tended to leverage multiple digital access points (website, email and social media) to fundraise, communicate and spread the word about their favorite charity
Favorite Charity
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How it relates to P2P world
Talk to friends and family 54%
Encourage friends and family to donate
40%
Encourage friends and family to volunteer
30%
Forward an email 27%
Forward an e-Newsletter 23%
Share, like, or comment on Facebook
22%
The very actions we need our
P2P participants
to take!
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So…how can YOU become your participant’s favorite event?
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Your fundraising VIP’sAll fundraisers NOT created equal
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Identify your VIP’s
80% of revenue raised by 20% of participants. You have to know who the 20% is before that becomes truly useful.
• What does your most engaged/top fundraiser segment look like?
• How do they prefer to engage with you?
• What are common fundraising behaviors?
• How did they evolve over time?
• What is connection to mission:
• What does your least engaged segment look like?
• How is that different from the most engaged?
• Can you affect change on them?
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• Conducted exercise to identify top performers• Team Captains• Red Striders• Champions
• Impacts all communication and website decisions
Step Out VIPs
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• First priority for early registration
• In-person visits• “Sneak peeks”• Recognition• Email segmentation
Step Out VIPs
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Step Out VIPs – Email Segmentation
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• Once you identify your VIP segments, identify common traits and what is making them successful
• Use that information to prioritize your time and inform your messaging and content• Goal is for ALL participants to duplicate what
most successful groups are doing• Provide opportunities for VIP’s to share their
own successes
Duplicate VIP success
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Encourage Fundraising Behavior
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Multi Channel Engagement Strategy
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What is multi channel?
Engagement
Mobile
WebsiteOffline
Social Media
• Engage with your participants where they are engaging in their daily lives
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• Each channel has a “mini-communications plan” that includes engagement campaigns• Email – Segmented, follow-up• Print – timing in regards to other channels• Social – Posts, imagery, cover photos, ads• Website – Content pages, action pages, promo
spaces, etc• Text• Phone/In-Person***
Step Out Better Practices
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• Important part of the plan-not the WHOLE plan• Email open rates are going down• Don’t assume that because you “told
them” something via email that the message was received
• Planning to make your emails stand out• Not everything has to be shiny,
preplanned and group email...you can (and should) send individual emails!
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Email Marketing puts the focus on us.
Email Engagement puts the focus on our constituents.
Constituent-Focused Emails
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• Count the number of times the word “you” appears in your email.
• Now count how many times you say the organization’s name, the event name, “we”, “I” or “us”.
• If “we/us” outnumbers “you”, it’s time to re-write your message.
The “You” Test
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CONTENT is KING, but AUDIENCE is just as important in Email
Engagement.
“Even if you have permission to send an email, people will not open it, read it, or stay on your list very long if the information you send isn’t relevant to them.”
- Jeffrey Rice, MarketingSherpa
Audience and Content
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This Doesn’t Apply to Me
• Overwhelm with irrelevant information
• Reduce trust in the event
• Less actions taken, donations made, etc.
• Over time, you are telling people not to read your messages, to unsubscribe or mark you as spam!
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Email- Make it relevant
• Make it personal!• Participation types• Fundraising
behaviors• Fundraising results• How they are
making an impact
• “Thanks for stepping up as a leader in the fight against Diabetes as a team captain!
• “Great job, Shana! You’ve reached your fundraising goal and raised $1,000!
• “You’ve taken the important first step of updating your personal page. Now’s the perfect time to spread the word about your participation by sending emails.”
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Mobile
*Info & Graphics from OrangeSODA and Microsoft Tag
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Mobile – Step Out Goes Responsive!
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Calls To Action on Mobile
22% of website visits via mobile vs. 5% in 2012.
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Mobile Email
• Mobile isn’t just your website…how do your emails render on mobile?
BlueHornet “Consumer Views of Email Marketing” (2012)
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• 35% of donors in the Nonprofit Donor Engagement Benchmark report visiting a charity’s website from a few times per year to daily.
• Website should serve as anchor for all digital communications
• Keep contact fresh: give them a reason to keep coming back
Website
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Website
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• Personalize the experience• Recognize actions
already taken• Prompt for next
steps• Relevant
information (local contact, etc)
Website
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• An additional spoke in your engagement wheel…if used correctly.
• Only engagement if used as two-way, dynamic communication.
• FOCUS!! Where are your participants? • Better to be really good at one than bad
at many
Social Media
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Step Out Analytics
*ROI*Considerable percentage of registrations and donations sourced through FB.
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Social Media power lies with audience
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Social Media power lies with audience
Profile Photos for Participants!
Cover Photos for Participants!
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• Pick 1-2 channels and master them• Create an editorial calendar to serve as
guide• Monitor your channel daily and respond• Recognize VIP groups• Encourage and provide tools for crowd
sourced content
Top 5 Ways to engage on social media
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• Emerging technologies do not negate the importance of conversations in person or on the phone
• Phone calls: Step Out 24-Hour Challenge• Customer Service: Returning phone calls is
an opportunity to turn it around AND get to know your participant
• Involve committee or other volunteers
Offline Engagement
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• Time constraints are reality so plan events that provide opportunities with multiple people at once• Kick off events• Corporate Recruitment Events• Fundraising clinics• Training sessions (endurance/cycling events)• Web launch party• Volunteer call nights
Maximize offline opportunities
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• Make your “Thank you” meaningful• 21% of donors from Nonprofit Donor Engagement
Benchmark say they were never thanked• Don’t go dark• Use offseason to build your social media following• Creative communications around holidays/special
occasions• Invite to other organization events throughout the
year
Post Event (and ALL YEAR!)
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Now that you have the tools…
What’s Next?
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Take Stock
• Utilize data to identify VIP’s and core fundraising behaviors
• Is my communication plan robust and multi-channel?
• Am I segmenting communications to create personal experience for participants?
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• Prioritize based on resources, timing and current status
• Create calendar – used as a guide but be flexible• Include chosen channels• Dates• Segments• Message content
• Take risks by testing segmentation and content
Develop the Plan
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• Use data to evaluate the effectiveness of your efforts thus far• Will help to create benchmarks for
future • Be nimble and make tweaks as needed
along the way!
Execute, Refine, Repeat!