Analysis Into Action: Using Reporting to Impact Results Today / Laurie Schaecher, Event 360

Analysis into Action: Using Reporting to Impact ResultsAnalysis into Action:Using Reporting to Impact Results Today Laurie Schaecher Senior Fundraising Data Consultant 12 June 2012 Event 360, Chicago, Illinois© Event 360, Inc. My Charity Connects

Analysis into Action: Using Reporting to Impact Results Helping organizations use experiences to change the world. immersive experiences . event fundraising peer-to-peer engagement . social impact© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results Why Am I Here? OBJECTIVE:  Learn how to use real-time participant data to improve your connections and increase event fundraising results OUTCOME:  Know how to set up your forms in order to get better information  Come away with a translation guide to turn an excel document into an action plan© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results Agenda • Get What You Need: Collecting information via donation and registration forms • Turning Data into Action: Using your information to generate real fundraising impact© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results Get What You Need: Collecting information via donation and registration forms© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results Let’s Start at the Very Beginning Make sure you are collecting the basics, including: • Specific contact information such as day, evening and/or cell phone numbers, home vs. work address • Logistic information • Demographic information: birtdate to determine age, gender© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results Make Sure to Ask the Extras Why are they participating/donating? What’s their tie to the cause? What’s their tie to your organization? How did they hear about you? Have they participated/donated before? What is their fundraising goal? Would they like to make a self-donation? Would they like to get more involved?© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results Why So Many Questions? Getting to know your participants beyond a demographic allows you to: • Segment & customize communications • Find your best fundraisers/prospects© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results Event Affinity Drivers Affinity to an activity • I like to walk. Affinity to a third party group • I’m supporting my school/church/office as a team. Affinity to participants or individuals • I like to spend time with my friends. Affinity to a cause • I want to help find a cure. Affinity to an organization • I believe in this Foundation’s work.© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results Why are they participating/donating? • Descriptive analytics What’s their tie to the cause? • Customize What’s their tie to your organization? Communications How did they hear about you? Have they participated/donated before? • Predictive analytics What is their fundraising goal? • Fundraising behaviors Would they like to make a self-donation? Would they like to get more involved?© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results But should they be required? Sometimes no answer is great information© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results Prioritize Needs • Make registration (or donation) simple • Limit the amount of questions • Add questions when you are ready to act on the answers© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results Effective Asks in Action© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results Turning Data Into Action: Use your information to generate real fundraising impact© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results Things to consider in your reporting • Registration data vs. donor data • Templates vs. custom reports • Automating reports • Focus on your most important metrics© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results WAIT. I was promised there would be no math.© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results First Steps to Action • The answers are there, you just have to look for them • Be familiar with their link to the cause • How would you communicate with someone who is linked to your cause but not your organization? • Look for hidden clues that this participant/donor is loyal© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results Take Action: Follow Up Thank your repeat participants or donors • Tell them something new about your organizations Welcome new participants or donors • Give them information about how to get more involved Acknowledge their reasons for supporting you • Show them that you are listening Provide praise for their fundraising efforts • A little encouragement goes a long way© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results Take Action: Pay Attention to Metrics • Compare to year ago - is there an increase or Total registrations/donors decrease? • What recruitment efforts are paying off? Source of registrations/donations • What could you cut? Are most participants/donors new • What kind of overall messaging will resonate? or returning? What are the average, median and • How do these relate to your pre-set amounts? mode donation amounts? Are your default levels too high or too low? • Compare to year ago – percentages are How many people are fundraising? important as number of registrants change. • Compare to year ago – percentages are How many people are setting up important as number of registrants change. their Participant Center? • Are people taking action? • Team members raise more – are your team How many participants are on a numbers up or down from last year? team? • Who is leading your biggest teams?© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results Make Data Part of Your Everyday • Take weekly or monthly snapshots to understand year over year performance • Automate reports to pull on a regular basis • Work backwards from your event date or campaign to build in regular messaging • Look at information around pre-event milestones to determine effectiveness of promotions or asks • Adjust future messaging or on-event features • THANK participants or donors in a timely fashion© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results Walk for Education Year 1 Year 2 Total Registrants 846 1,297 Total Donations Raised $ 42,300 $ 54,474 Fundraising Participants 203 272 % Fundraising Participants 24% 21% How did you hear about the Walk for Education? My childs school 15% 14% The PSF Website 15% 15% Ad in the local newspaper 10% 3% Friend/Family member 50% 60% Email from PSF 10% 8% Reasons for Participating: To support the Public School Foundation 25% 20% I care about my childs education 50% 40% I enjoy walking 5% 5% A friend asked me to join their team 20% 35%© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results Your Guide to Take Back to the Office Make sure you are asking the BASICS. Ask the EXTRAS, including WHY people are supporting your organization’s mission. PERSONALIZE your messages based on what you know about people’s motivations and the affinity drivers. AUTOMATE your reports and REVIEW them regularly. • Look for the hidden information! MEASURE the response to different messages and promotions ADJUST your efforts as you move forward. THANK your participants and donors.© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results Contact Laurie Schaecher lschaecher@event360.com event360.com/blog© Event 360, Inc.

Analysis into Action: Using Reporting to Impact Results Helping organizations use experiences to change the world. immersive experiences . event fundraising peer-to-peer engagement . social impact© Event 360, Inc.

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Analysis Into Action: Using Reporting to Impact Results Today / Laurie Schaecher, Event 360

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