Beyond Donors and Dollars - Becker
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Beyond Donors and Dollars - Becker

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This session will look at metrics to track and how to get those numbers out of the data collected in past years. Time will be spent covering the types of data organizations should be capturing and how ...

This session will look at metrics to track and how to get those numbers out of the data collected in past years. Time will be spent covering the types of data organizations should be capturing and how to find trends that will help in next year's messaging and communication's calendar.

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  • Get the Reports you need to: Do regular trending for operational purposes Is the messaging right? How many t-shirts should we order of each size? Share with potential sponsors
  • Get the Reports you need to: Do regular trending for operational purposes Is the messaging right? How many t-shirts should we order of each size? Share with potential sponsors
  • Get the Reports you need to: Do regular trending for operational purposes Is the messaging right? How many t-shirts should we order of each size? Share with potential sponsors
  • Get the Reports you need to: Do regular trending for operational purposes Is the messaging right? How many t-shirts should we order of each size? Share with potential sponsors

Beyond Donors and Dollars - Becker Beyond Donors and Dollars - Becker Presentation Transcript

  • Beyond Donors and Dollars: Analyzing Past Events to Boost Returns Mark Becker Founding Partner Cathexis Partners [email_address] 2010 Cathexis Partners. Confidential. Do not distribute.
    • Goal Setting
    • When and how often to pull data
    • What data to review
    • How to get the data
    • What to do with it
    2010 Cathexis Partners. Confidential. Do not distribute.
  • Define Goals & Objectives
    • The event should amplify your organization’s mission
    2010 Cathexis Partners. Confidential. Do not distribute.
  • Define Goals & Objectives
    • # of new contacts -% of list growth
    • # of emails opened - action taken - link clicked - forwarded
    • # of forward to a friends
    Advocacy 2010 Cathexis Partners. Confidential. Do not distribute.
  • Define Goals & Objectives
    • # of registrants
    • # of participants
    • % retention
      • Registration to participation
      • Year to Year
    Participation 2010 Cathexis Partners. Confidential. Do not distribute.
  • Define Goals & Objectives
    • $ raised
    • # of donations / donors
    • Average donation size
    Fundraising 2010 Cathexis Partners. Confidential. Do not distribute.
  • Define Goals & Objectives Get agreement on goals each event season 2010 Cathexis Partners. Confidential. Do not distribute.
  • Define Goals & Objectives Track to actual - As the season progresses - Tweak messaging to address trends 2010 Cathexis Partners. Confidential. Do not distribute.
  • Data Analysis
    • Goal Setting
    • When and how often to pull data
    • What data to review
    • How to get the data
    • What to do with it
    2010 Cathexis Partners. Confidential. Do not distribute.
  • Data Analysis
    • Build analysis into your annual event cycle
      • Before:
        • Creating the communication calendar
        • Speaking to potential sponsors
    2010 Cathexis Partners. Confidential. Do not distribute.
    • Which version would you rather be able to say to a local athletic store or rehabilitation center?
    • Which version would they rather hear?
        • A:
        • “ 250 participated in our event last year and raised over $100,000”.
        • B:
        • “ 250 participated in our event last year and raised over $100,000. Our participants:
        • Were 60% female / 40 % male
        • 60% between the age of 35 – 45
        • 80% Lived within 20 miles of the event
        • 40% Ran at least 3 races a year”
    2010 Cathexis Partners. Confidential. Do not distribute.
  • Data Analysis
    • Build analysis into your annual event cycle
      • Before:
        • Creating the communication calendar
        • Speaking to potential sponsors
      • During Event season
      • Post event
    2010 Cathexis Partners. Confidential. Do not distribute.
  • Data Analysis
    • Goal Setting
    • When and how often to pull data
    • What data to review
    • How to get the data
    • What to do with it
    2010 Cathexis Partners. Confidential. Do not distribute.
  • Registration
    • Total numbers per event compared to past years
    2010 Cathexis Partners. Confidential. Do not distribute.
  • Registration
    • # of days registered prior to event
    2010 Cathexis Partners. Confidential. Do not distribute.
  • Sidebar: BoxPlots Explained 25% of participants registered within 5 days of event 50% registered within 18 days of event 75% registered within 42 days of event Event Day ( 0 point) Outliers: Less than 4% registered more than 97 days prior to the event 50% registered between 5 – 42 days prior 2010 Cathexis Partners. Confidential. Do not distribute.
  • Registration
    • Teams
    2010 Cathexis Partners. Confidential. Do not distribute. Fundraising results Team members vs individual participants Team member to Ind. Ratio # of participants that raised $0 2,206 1656 team members / 550 individuals 3 to 1 # of participants that raised $1 - 25 335 262 / 73 4 to 1 # of participants that raised $26 - 50 206 172 / 34 5 to 1 # of participants that raised $51 - 100 224 190 / 34 5.5 to 1 # of participants that raised $101 - 250 230 204 / 26 8 to 1 # of participants that raised $251 - 500 185 169 / 16 10.5 to 1 # of participants that raised $501 - 1,000 77 61 / 16 4 to 1 # of participants that raised > $1,000 76 67 / 9 7.5 to 1
  • Registration
      • Miscellaneous
    2010 Cathexis Partners. Confidential. Do not distribute. Total Participants in sample data 3,539 Multiple event /multiyear reg 245 ( 7% ) male participants vs. female 1,096 ( 31%) male 2,370 ( 67%) female 73 (2%) no response # of individuals vs. Team members 758 ( 21.4%) individual 2,781 ( 78.6%) member of teams average age 38 years old made an additional gift at time of registration 649 ( 18.3%) # that entered "How did you hear…" 55 (1.6%)
  • Fundraising
    • Goals vs. Actual
    2010 Cathexis Partners. Confidential. Do not distribute.
  • Fundraising
    • Medians, Modes, and Quartiles
    2010 Cathexis Partners. Confidential. Do not distribute.
  • Fundraising
    • Donors per Participant
    2010 Cathexis Partners. Confidential. Do not distribute.
  • Email
    • # of emails sent per participant
    2010 Cathexis Partners. Confidential. Do not distribute.
  • Social Media
    • Source codes
    • # of fans / members
    • What are they saying?
  • Data Analysis
    • Goal Setting
    • When and how often to pull data
    • What data to review
    • How to get the data
    • What to do with it
    2010 Cathexis Partners. Confidential. Do not distribute.
  • Available Tools
    • Convio TeamRaiser – www.convio.com
    • Blackbaud Sphere FAF – www.kintera.com
    • GlobalCloud DonorDrive – www.globalcloud.com
    • Artez Major Event Module – www.artez.com
    • Blackbaud NetCommunity – www.blackbaud.com
    • *IMHO / one guy’s ranking. Debate anyone? !
    Best in Bread* 2010 Cathexis Partners. Confidential. Do not distribute.
  • Data Captured…Now what?
    • Get it OUT!
    • Create the Reports you need to:
      • Do regular trending for operational purposes
      • Share summary info with potential sponsors
      • Turn into graphs and summary documents for executive team and board
    2010 Cathexis Partners. Confidential. Do not distribute.
  • Your Friend, Excel
    • Use Pivot Tables and Pivot CHarts to create summary tables and graphs
    • Easy as 1 – 2 – 3*:
    • Select the upper-left corner of the worksheet to highlight all fields > Select “Insert” > PivotTable
    *Assumes Office 2007 2010 Cathexis Partners. Confidential. Do not distribute.
  • Your Friend, Excel
    • Select the fields to add to the report. First the Rows and then the columns (Values)
      • - Make sure the values are tallying properly (ie. sum vs. count)
    *Assumes Office 2007 2010 Cathexis Partners. Confidential. Do not distribute.
  • Your Friend, Excel
    • Use the results!
      • Think about
      • Talk about
      • Share
      • Debate the cause
    *Assumes Office 2007 2010 Cathexis Partners. Confidential. Do not distribute.
  • Data Analysis
    • Goal Setting
    • When and how often to pull data
    • What data to review
    • How to get the data
    • What to do with it
    2010 Cathexis Partners. Confidential. Do not distribute.
  • Communications Calendar Topic Frequency / timing Targeted Audience content Event announcement Once TR is built Past participants & donors / constituents in local area Event info and $x off discount code that expires in 30 days Registration thank you Instant Auto-responder Each registrant confirmation 1 st follow up 3 days after reg Each registrant Conditionalized based on: - personal page customized - # of emails sent - amount raised 2 nd follow up 7 days after reg Each registrant 3 rd follow up 14 days after reg Each registrant 4 th follow up 28 days after reg Each registrant Monthly team captain emails Monthly Team captains ‘ insider’ info to captains Monthly emails Monthly (1 week after tc’s) All participants General event info w/ top fundraisers Pre-event info 1 week prior to event All participants Event logistics, etc Post event follow-up and survey 1 -2 weeks after event All participants Thank you and survey link 2010 Cathexis Partners. Confidential. Do not distribute.
  • Action
    • Adjust messaging during the event season based on report trends
    • Analyze the event(s) against success matrix
      • What goals were met?
      • What goals were not?
      • Why?
    • Make adjustments based on findings for next event / season
    2010 Cathexis Partners. Confidential. Do not distribute.
  • Beyond Donors and Dollars: Analyzing Past Events to Boost Returns April 10, 2010 Mark Becker Founding Partner Cathexis Partners [email_address] Thank you! 2010 Cathexis Partners. Confidential. Do not distribute.