The Science & Art of Event Fundraising




                      Dianne Sheridan     Jeff Shuck
                      Arte...
Webinar Tips
• This webinar is being recorded and will be
  available on our website short

• If you have any technical tr...
ABOUT EVENT 360

We create experiences that inspire
emotion, giving, loyalty, and change.
We offer three core scalable ser...
© 2009 Event 360 | 4
AGENDA

• The importance of focus
• The science
        The link between events and mission
        Participants, donors...
THE IMPORTANCE OF FOCUS




© 2009 Event 360 | 6
YOUR EVENT CHALLENGE




© 2009 Event 360 | 7
YOUR FUNDRAISING CHALLENGE




© 2009 Event 360 | 8
YOUR MISSION CHALLENGE




© 2009 Event 360 | 9
THE EVENT IS
                        A MEANS TO AN END




© 2009 Event 360 | 10
Mission

                         Revenue

                           Gifts

                          Donors

           ...
THE SCIENCE




© 2009 Event 360 | 12
What benchmarks are important to you, and why?




© 2009 Event 360 | 13
EVENT
• Facilitates mission by providing revenue through     Mission
  fundraising participants
• More events create more ...
PARTICIPANTS
•    In general, more participants correlate with higher     Mission
     revenue
•    However, a myopic focu...
WHY PEOPLE PARTICIPATE

• Affinity to activity
    I like to run.
• Affinity to third party group
    I want to support ...
REGISTRATION FEE

• The registration fee is a barrier to entry
• Con: Acts as a “price” that drives down attendance
• Pro:...
DONORS
•    Donors are the key indicator of fundraising                    Mission
     participants
•    You can signific...
THE IMPORTANCE OF A FEW
40%

35%

30%

25%

20%                                                                 Registrati...
GIFTS
                                                   Mission
• The single best predictor of overall revenue
• Number o...
REVENUE
•    The overall summary of performance
                                                              Mission
•   ...
THE EVENT LIFECYCLE
   $1,800,000                                                                                         ...
SOME BENCHMARKS

Driver                   Benchmark
Number of Participants   2,500
Fundraising Per          2008 average w...
EXAMPLE: DRIVING ATTENDANCE

 Number of Participants                          1,100
 Total Fundraising                    ...
EXAMPLE: ATTENDANCE VERSUS FUNDRAISING

 Number of Participants                         21,059
 Total Fundraising         ...
THE ART




© 2009 Event 360 | 26
MISSION MATTERS
• Ultimately, the event is a mission vehicle –      Mission
  so, the mission must resonate throughout
  t...
THE CHALLENGE OF MATURITY

• Internal
    Get comfortable from our success
    Struggle to maintain the same level of pa...
How would you ask for support in one sentence?




© 2009 Event 360 | 29
THE POWER OF CASE

• A clear, compelling statement describing
  what you do and why it is important
        Problem: “Ove...
YOU MUST ASK

• In event fundraising, there are two „asks‟ – we ask people to
  participate and they ask people to give
• ...
YOU MUST THANK

• Relationship management is
  key
• People give for 3 basic reasons:
        To feel good
        To be...
THE POWER OF EXAMPLE

• While the power of event
  fundraising comes from the
  bottom, the leadership must
  come from th...
THE SECRET IS CHANGE

• Ultimately, different outcomes come from a change in the way we act

• Rome was not built in a day...
QUESTIONS




© 2009 Event 360 | 35
More webinars for you
   The Artez Mobile Communicator
   Tuesday, March 23rd at 11:30 a.m. EST (North America)

   Give y...
Calendar Notes

• March 30th – ArtezInterAction USA, Washington, D.C.

Hear from top fundraising strategists & digital exp...
Thank you




                     www.event360.com


© 2009 Event 360 |
Thank you




                     Check Out “Digital Fundraising Podcast” on iTunes
                     Follow Artez on ...
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Artez Interactive - The Science and Art of Event Fundraising

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Holding an event is one thing, optimizing it is another. Do you ever wonder if all of your work is paying off? Our expert guest Jeff Shuck, CEO of Event 360, will present an approach to analyzing fundraising events and maximizing an event's output. Your event experience matters, getting more of the right types of participant matters, and getting your participants actively fundraising and increasing gift amounts matters. Where do you even begin? We will show you how to start assessing your event year-to-year, putting you on the path to more powerful fundraising.

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Artez Interactive - The Science and Art of Event Fundraising

  1. 1. The Science & Art of Event Fundraising Dianne Sheridan Jeff Shuck Artez Interactive Event 360
  2. 2. Webinar Tips • This webinar is being recorded and will be available on our website short • If you have any technical troubles, use the “chat” feature • We will take all questions at the end. Please use “raise hand” or “chat” features © 2009 Event 360 |
  3. 3. ABOUT EVENT 360 We create experiences that inspire emotion, giving, loyalty, and change. We offer three core scalable services: • Strategic and fundraising consulting • Event development and production • Information technology We have helped our clients raise nearly $500 million to date. © 2009 Event 360 | 3
  4. 4. © 2009 Event 360 | 4
  5. 5. AGENDA • The importance of focus • The science  The link between events and mission  Participants, donors, and gifts  The event lifecycle  Several examples • The art  Articulating the mission  Crafting the ask  The secret is change © 2009 Event 360 | 5
  6. 6. THE IMPORTANCE OF FOCUS © 2009 Event 360 | 6
  7. 7. YOUR EVENT CHALLENGE © 2009 Event 360 | 7
  8. 8. YOUR FUNDRAISING CHALLENGE © 2009 Event 360 | 8
  9. 9. YOUR MISSION CHALLENGE © 2009 Event 360 | 9
  10. 10. THE EVENT IS A MEANS TO AN END © 2009 Event 360 | 10
  11. 11. Mission Revenue Gifts Donors Participants Event © 2009 Event 360 | 11
  12. 12. THE SCIENCE © 2009 Event 360 | 12
  13. 13. What benchmarks are important to you, and why? © 2009 Event 360 | 13
  14. 14. EVENT • Facilitates mission by providing revenue through Mission fundraising participants • More events create more mission impact Revenue because participants increase with number of events Gifts • Consider multiple events or multiple dates, or both Donors • Event quality matters! It speaks to the care you put into your brand and your mission Participants Key metrics: • Number of events Event • Participant satisfaction • Repeat attendance © 2009 Event 360 | 14
  15. 15. PARTICIPANTS • In general, more participants correlate with higher Mission revenue • However, a myopic focus on attendance leads to Revenue many long-term problems • Focus on recruiting participants who will fundraise • What to watch for: Gifts  Time as a registrant correlates positively with number of donors Donors  Team membership correlates positively with retention and fundraising Participants Key metrics: • Average and median registration time measured Event in days prior to event • Team participation © 2009 Event 360 | 15
  16. 16. WHY PEOPLE PARTICIPATE • Affinity to activity  I like to run. • Affinity to third party group  I want to support my company’s initiative to take an active role in the event. • Affinity to participants  I like to spend time with my neighbors. • Affinity to cause  I want my children to live in a world without breast cancer. • Affinity to organization  I believe strongly in Susan G. Komen for the Cure. © 2009 Event 360 | 16
  17. 17. REGISTRATION FEE • The registration fee is a barrier to entry • Con: Acts as a “price” that drives down attendance • Pro: Helps you segment out people who have little inclination to fundraise • The biggest problem: Participants are allowed to view the fee as an ending point rather than a starting point • Engage participants immediately upon registration: • Goal • Self-donation • Tools © 2009 Event 360 | 17
  18. 18. DONORS • Donors are the key indicator of fundraising Mission participants • You can significantly influence the number of donors Revenue • What to watch for: • Goal activity signals fundraising awareness Gifts • Email activity signals fundraising activity and is strongly correlated to funds raised Donors Key metrics: • Number of donors Participants • Average and median donors per participant • Number of participants with zero donors Event • Number of self-donations • Number of participants with goal • Average and median number of emails sent © 2009 Event 360 | 18
  19. 19. THE IMPORTANCE OF A FEW 40% 35% 30% 25% 20% Registrations Fundraising 15% 10% 5% 0% 25th 50th 75th 90th 95th 99th Top 1% © 2009 Event 360 | 19
  20. 20. GIFTS Mission • The single best predictor of overall revenue • Number of gifts is mainly influenced through Revenue effective participant communication • Average gift amount can be influenced Gifts through donors directly  Ease of use Donors  Suggested levels  Timely acknowledgment Participants Key metrics: Event • Number of gifts • Average and median gift amount © 2009 Event 360 | 20
  21. 21. REVENUE • The overall summary of performance Mission • Most organizations focus too heavily on costs • To increase performance more than historical trends, Revenue you must make operational and tactical changes • Be aware of setting a revenue target based on your budget need Gifts • Watch the $0 balance percentages: They show how well you are developing a fundraising culture Donors Key metrics: • Overall revenue and fundraising revenue Participants (gross and net) • Compounded annual growth rate (benchmarked) Event • Fundraising revenue per participant • Overall revenue per participant is misleading and basically useless © 2009 Event 360 | 21
  22. 22. THE EVENT LIFECYCLE $1,800,000 40000 $1,600,000 35000 $1,400,000 30000 $1,200,000 25000 Participants $1,000,000 20000 $800,000 Fundraising 15000 $600,000 10000 $400,000 $200,000 5000 $0 0 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 Your tactics should change based on your place in the lifecycle. © 2009 Event 360 | 22
  23. 23. SOME BENCHMARKS Driver Benchmark Number of Participants 2,500 Fundraising Per 2008 average was $859; median $110 Participant Fundraising Growth 2008 average was 280%, median 15% Attendance Growth 2008 average was 45%, median 11% Registration Fees 75% of events have a registration fee; average fee is $27 © 2009 Event 360 | 23
  24. 24. EXAMPLE: DRIVING ATTENDANCE Number of Participants 1,100 Total Fundraising $165,000 Percent Participants on Team 60% Percent Participants with Goal 40% Percent Participants at $0 65% • Small event with good fundraising  Growth in attendance will drag fundraising performance but is probably worth it • Action steps:  Focus on participant acquisition  Drive team participation  Consider registration fee incentives  Continue to bolster fundraising culture © 2009 Event 360 | 24
  25. 25. EXAMPLE: ATTENDANCE VERSUS FUNDRAISING Number of Participants 21,059 Total Fundraising $1,105,000 Percent Participants on Team 80% Percent Participants with Goal 61% Percent Participants at $0 85% • 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 © 2009 Event 360 | 25
  26. 26. THE ART © 2009 Event 360 | 26
  27. 27. MISSION MATTERS • Ultimately, the event is a mission vehicle – Mission so, the mission must resonate throughout the event Revenue • The more you rely on the event and the Gifts less you rely on mission, the harder you will have to work to establish a fundraising Donors culture Participants • Do not take for granted that people agree that your mission is important, let alone Event even understand what it is! © 2009 Event 360 | 27
  28. 28. THE CHALLENGE OF MATURITY • Internal  Get comfortable from our success  Struggle to maintain the same level of passion  Make assumptions  Feel certain jobs are „done‟ • External  Changes cause brand confusion  Lose differentiation amongst competitive clutter  Lose edge - known for marketing, not for effectiveness  Big, but better? © 2009 Event 360 | 28
  29. 29. How would you ask for support in one sentence? © 2009 Event 360 | 29
  30. 30. THE POWER OF CASE • A clear, compelling statement describing what you do and why it is important  Problem: “Over one million women are diagnosed and 465,000 women die each year of breast cancer worldwide.” Our Our work vision  Work: “We‟re working together to save lives, empower people, ensure quality care for all and energize science to The find the cures.” problem  Vision: “An end to breast cancer forever.” • The case is NOT the description of everything you do or aspire to do. It is a tool to ask for support. © 2009 Event 360 | 30
  31. 31. YOU MUST ASK • In event fundraising, there are two „asks‟ – we ask people to participate and they ask people to give • The number one reason people do not give is because they are not asked • The “Six Rights” of the Ask:  Right person asking the right prospect for the right amount at the right time for the right reason in the right way. • Make it easy: Templates, emails, reminders, address books © 2009 Event 360 | 31
  32. 32. YOU MUST THANK • Relationship management is key • People give for 3 basic reasons:  To feel good  To belong  To be acknowledged • What is the participant/donor perception based on their experience? © 2009 Event 360 | 32
  33. 33. THE POWER OF EXAMPLE • While the power of event fundraising comes from the bottom, the leadership must come from the top • Is the board all participating? • Are they fundraising? • Does the board have a fundraising goal? • Does the staff? • What culture have they created? © 2009 Event 360 | 33
  34. 34. THE SECRET IS CHANGE • Ultimately, different outcomes come from a change in the way we act • Rome was not built in a day  The next two sessions will cover more specifics. • What can I do immediately?  See what percentage of your participants raise nothing.  Review your internal conversations and event messaging asking, “Do we focus on fundraising?”  Think through your event from a participant perspective – how are you removing obstacles and excuses for the participants not to fundraise? © 2009 Event 360 | 34
  35. 35. QUESTIONS © 2009 Event 360 | 35
  36. 36. More webinars for you The Artez Mobile Communicator Tuesday, March 23rd at 11:30 a.m. EST (North America) Give your Golf Tournament Fundraiser a Makeover Thursday, March 25th at 2 p.m. EST (North America) Expert Guests: Linda Yielding, Manager – Special Events, Reach for the Rainbow Kelly Hagerman, Program Manager – Events (GTA), Kids Help Phone Register at www.artez.com © 2009 Event 360 |
  37. 37. Calendar Notes • March 30th – ArtezInterAction USA, Washington, D.C. Hear from top fundraising strategists & digital experts including : Dan Pallotta, Ted Hart and Dharmesh Shah More info @ www.artez.com • April NTEN in Atlanta & AFP in Baltimore Please come by & say “hi” to us! © 2009 Event 360 |
  38. 38. Thank you www.event360.com © 2009 Event 360 |
  39. 39. Thank you Check Out “Digital Fundraising Podcast” on iTunes Follow Artez on Twitter: @artezonline Become our friend on Facebook: /artezinteractive © 2009 Event 360 |
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