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Netwits Know How  Analyzing Event Results  Final
 

Netwits Know How Analyzing Event Results Final

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Netwits Know How  Analyzing Event Results  Final Netwits Know How Analyzing Event Results Final Presentation Transcript

  • Netwits Know How: Event Fundraising Analyzing event Results
  • Q &A
    You can ask a question at any time using the Q&A chat box at the top of your screen. All questions will be answered at the end of the presentation.
  • Presenters
    Donna Wilkins, President & CEO, Charity Dynamics
    Ian Gruber,Product Manager, Blackbaud Inc.
  • Provides online solutions to non-profit organizations
    Strategy, Implementation, and Web Development
    Boundless Fundraising Facebook and iPhone applications
    Clients include American Heart Association, Lance Armstrong Foundation, Chesapeake Bay Foundation, World Bicycle Relief, MZA Events, Alzheimers Association, and Arthritis Foundation
    Specialized expertise in maximizing results for Friends Asking Friends event registration, fundraising, and retention
    Offices in Austin, NYC, and DC
    Charity Dynamics
  • Netwits Know How Event Webinar Series
    Know-How on Planning Next Year’s EventJoin us as we cover all the critical details so your first event can be a tremendous success or your next event can be your best ever. 
    Know-How on Converting Offline Participation to Online ParticipationWe'll cover cross-channel recruitment strategies, email collection efforts, offline data management, using online tools, and developing better online event communities.
    Know-How on Designing an Event Email Marketing StrategyJoin us as we talk about maximizing the impact of this fundraising staple. We will cover topics including email timing, frequency, and design.
    Know-How on Analyzing Event Results Discover best practices for performing detailed analyses of event data. Use the data to translate one year's achievements into next year's success and into overall success in your donor acquisition and cultivation strategies.
    Know-How on Using Twitter®, Facebook®, and YouTube® to Enhance Your Event’s ImpactLearn how to leverage the power of these social media giants, which can offer unparalleled ways to efficiently extend your reach. December 18 at 2:00 p.m. ET — Register Today!
  • Goals and Plans
    Determining success
    Season Preparation
    Segments and groups
    Actionable metrics
    Mid-Season
    Metrics to watch and act upon; how to impact performance
    Post-Season
    In-depth analysis of event and planning for next year
    Planning, forecasting and setting next year’s goals
    Questions & Answers
    Analyzing Event Results
  • Lifecycle of an Event
  • Objective
    Set feasible goals and high level strategic plans for achieving those goals
    Returning event
    Identify key Segments & Groups & evaluate their performance
    Growth in participation and fundraising success
    More participants fundraising
    Retain participants year to year
    Acquire new participants and new donors
    Goal Setting Exercise
    Determined by last year’s results with projections for new year taken into consideration
    Take into account current revenue mix and target growth areas
    New event
    Set benchmarks for first year
    Number of participants, fundraising, ROI
    Pre Event Planning- Goals and Plans
  • Segmentation & Groups
    • Start season with buckets of most valuable revenue segments mind:
    • Participants
    • Sponsors
    • Committees
    • Forecasting Tools/Event Performance Archive
  • Goal Setting Exercise
    Break out Key Segments from last year
    Project Growth or Decline, evaluate as %
    What strategic plans or Game Changers are going to enable growth in your Key Segments
    What strategies are we going to implement to grow Company Revenue by 200%?
  • Event Performance Archive
    Develop archiving tools
    so that year on year
    reporting is right at
    your fingertips –
    overlay your marketing
    calendar
  • Core Metrics
    A set of data that measures the success and projected success of your event
    Snapshot of event’s performance
    Measure against your goals/plan for the season and against last year
    Actionable metrics
    The metrics you have the ability to influence via your marketing tactics
    Participant Behavior can be influenced mid season
    Mid-Season: (Actionable) Core Metrics
  • Summary of Actionable Core Metrics
    Number of registrations/participants (and source they’re coming from)
    Number of donors and $ value of donors
    Number of teams, team captains and $ raised by teams
    Site traffic and conversion rate
    Participant emails sent (Tweets & Facebooks posts- Coming Soon!)
    Number of Committee Members & $ raised
    Number of Sponsors & $ raised
    Tools for immediate impact
    Retention, Recruitment and Engagement Emails
    Social Media Toolkit & Facebook Badge
    Participant Emails
    Fundraising Contests, prizes, or challenges
    Website
    Phone calls
    Mid-Season
  • Mid-Season: Detailed Core Metrics
    Participant Behavior
    • Team size and fundraising performance
    • Number of emails sent
    • Personal Pages Updated (Coming Soon!)
    • Adoption of Facebook Badge
    • Use of Twitter or YouTube (Coming Soon)
    Segments
    • Core segments as defined entering into season
    • Upon analysis, any segments that pop up different than initial list
    Overall Event Gauge
    • Donation $ raised
    • Number of donations received
    • Number of participants
    • Source performance
    • Site traffic
    • Number of Teams
    Detailed Participant Metrics
    • Average donation amount
    • Donation $ / participant
    • Donation # / participant
    • Emails sent / participant
  • Determines your event’s overall success; important to look at curve mid-season to assess performance and adjust tactics
    Mid-Season: Donation $ Raised
    • Measure against last year
    • Compare to LY
    • Giving pattern
    • Plot event date
    • Plot marketing pushes
    • Note changes
    • Compare days, not dates
    ‘08 launched social networking strategy
  • Upcoming Event Comparison Report
    Allows easy comparison of daily stats:
    • Count of registrations
    • Count of donations
    • $ of donations
    • $ of registrations
    Graphical Comparison & Tabular Comparison
    Countdown to event date orientation & 90 days post event
  • Evaluate sources for registering participants; what is seeing the most success, what is underperforming expectations, how to leverage top performers
    Mid-Season: Source Performance
  • Use the immediacy of online presence to influence event performance
    Key tactics highlighted in Designing an Event Email Marketing Strategy
    Website
    Retention, recruitment and engagement emails
    Participant emails
    Other media/partner ads
    Social networks
    • Fundraising contest
    Social Bookmarking
    • AddThis
    Prizes
    Phone calls / mail
    Surveys
    Mid-Season: Changing the Trends
  • Scenario 1 – Event Registrations
    Metric measured: overall event registrations
    Result: registrations are down 15% from the same point last year
    Possible tactics to deploy:
    More aggressive promotion of event’s web site on event home page
    Additional recruitment/retention emails
    Viral marketing push – via eCards or social networks
    Mid-season: Changing the trends
  • Giving your event valuable real estate on your organization’s homepage
    Mid-season: Changing the trends
  • Highlight and promote your presence on Social networks
    Update status on Facebook
    Timely information on event central
    Twitter news updates
    Videos on YouTube
    Flickr photo albums
    Fundraising contest via Facebook – competition; incentives
    Mid-season: Changing the trends
  • Scenario 2 – Teams
    Metrics measured: # of teams, average team size, team donation totals
    Result: # of teams is up slightly, average team size and donation totals are down
    Possible tactics to deploy:
    Targeted emails to team captains re: recruiting new members
    Targeted emails to team members encouraging competition
    Promotion of team captain kits, team events
    Mid-season: Changing the trends
  • Team emails, team leader kits
    Mid-season: Changing the trends
  • Competition/incentives
    Highlight fundraising prizes and incentives
    Highlight any competitive components to your event
    Periodically send out the list of top fundraisers – both teams and individuals
    Highlight/spotlight top fundraising teams and individuals
    Mid-season: Changing the trends
  • Scenario 3 – Donations
    Metrics measured: # of donors per participant, average donation amount per donor
    Result: # of donors per participant is on par with last year, average donation amount is down 25%
    Possible tactics to deploy:
    Additional sample messages for participants that encourage reaching out to new donors (ex: co-workers)
    Suggestion of ‘talking points’ for participants (ex: ‘would you consider bringing your lunch to work for a week and making a donation to support my efforts instead?’)
    Contests to encourage a ‘spike’ in fundraising activity
    Matching Gifts push!!
    Mid-season: Changing the trends
  • Use the same core metrics as mid-season, and ask the questions:
    Review results to determine SWOT: Strengths, Weaknesses, Opportunities and Threats
    Ask questions:
    Why did our event end with a particular set of results?
    Did we deploy mid-season tactics, and did they work??
    What was different than last year?
    Same number of events?
    Same schedule?
    What channels were added?
    What marketing tactics and strategies were added?
    What segments over/under-performed expectations and LY?
    Post-Season: Ask Questions and Analyze
  • Use the same core metrics as mid-season to create rankings:
    Top-Ten Lists (and Bottom-Ten Lists)
    donation $ and donation #s
    Segments
    Groups and behavior
    Teams and participants
    Social networks
    New initiatives
    Sources of registrations
    Post-Season: Lists of Ten
  • High-level review of season-end performance – choose segments and measure core metrics year on year, to goals and plan
    Measure data once fundraising has closed
    Measure against plan/goals by segment
    Focus on metric per participant since participation numbers changes year on year and segment to segment
    Post-Season: Core Metrics (Apples to Apples)
  • Post-Season: Final Performance Curves
    2009 Plan
    $32.5k
    Determines your event’s overall success; determine variations to the rate of giving
    May 2, 2009
    $24.9k
    May 1, 2008
    $17.5k
  • If participation (or segment) numbers have changed year on year; $/participant will level that change and show individual productivity.
    Use these results to guide next year’s suggested fundraising levels.
    Post-Season: Segment Performance
  • Emails sent/participant indicates your best marketers with those that spread the word on behalf of the organization and potentially reach more donors.
    Are new participants sending more or less than repeat? Ask why?
    Post-Season: Segment Performance
  • Review channels and segments to see donor composition – new v. repeat.
    Determine point of success for event.
    New donors keep Housefile growth improving and event growing; repeat donors generally give more and continue an ongoing relationship with the organization
    RETENTION
    ACQUISITION
    HOUSEFILEGROWTH
    Post-Season: Donor Composition
    Social Media
    Online
    Offline
  • Post-Season: Participant Composition
    • Keep an eye on participant segments to gauge overall health of event and performance/fundraising make-up of participants.
    • Develop plan to build/grow strongest segments and keep event growing with the most productive participants.
  • Post-Season: SWOT
  • Apply insights to next year’s plan
    Build fundraising pro forma based on historical numbers and metrics
    Factor for goals and organization/event initiatives
    Develop mid-season tools for quick measuring of numbers
    Post-Season Survey: Collect quantitative and qualitative information from participants and apply learnings to next year
    Post-Season: Looking Ahead
  • Questions & Answers
  • Thanks!
    For more information, contact us at
    solutions@blackbaud.com
    Or 1.800.443.9441
    info@charitydynamics.com
    Or 512-241-0561