It’s All In The Tools: Maximizing Your TeamRaiser Event

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It’s All In The Tools:
Maximizing Your TeamRaiser Event
Presented by: Shana Masterson and Jonathan Cass

Shana Masterson(@npshana)Associate Director, Interactive Fundraising & EngagementAmerican Diabetes Association
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© 2011 Convio, Inc.
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Jonathan Cass (@jcassAHS)e-Communications Manager
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Event Registration

Event Homepage Options
TeamRaiser pages – “greeting page” - easiest to setup, less customizable.
Custom pages in PageBuilder – More customizable, some HTML and graphic design knowledge needed.
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Preferred: Custom PageBuilder Method
You have better control over how information is presented to your supporters.
Example: navigation using TR greeting page
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2 donation buttons
3 register buttons

Preferred: Custom PageBuilder Method
With the custom option you can control the navigation.
The three registration buttons can be consolidated into one "register“ button that goes to a page giving people those options.
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Another example from AHS?
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Update The Default Text
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On all TeamRaiser Custom Pages,
you have the option to update the default text and blank areas. Take advantage!
Utilize the Preview link to locate fields and see your changes.

Self Donation Sample
Default:
Improved:
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* Courtesy of the National Kidney Foundation

Email Opt-In
Default:
Improved:
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Log In
Essential option for returning participants and data cleanliness. Tell constituents WHY this is important.
Prior participant log in, brings personal page and address book information to the new event.
Registration form fields are pre-filled. (Higher registration conversion rate.)
For organizations that enforce unique email address, mitigates error messaging.
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Log In
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Note: You may need to contact Convio support to enable “returning participant log on page”.

Take Advantage of Additional Questions
Gain more insight into your supporters.
Segment communications around these questions.
Connection to the cause
Intention to fundraise
BUT
With each question you add, more people may not complete the registration process.
Only ask if you have a plan to use the information.
Only make questions required if you have a good business reason to do so.
Group required questions together to make them easier to find.
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Thank You Page
Should provide a clear, visual representation of what to do next.
Default page does not do enough.
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Discount Codes

It’s a Registration Coupon/Sale
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Why use discounts?
Give potential participants a “little push”
Encourage registration when you need a boost
Create one off discount codes as a gift to your best participants/teams/companies
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Discounts are very flexible
Can limit by:
the number of discounts
time available
by registration type or group
Discount can be a set dollar amount
or a percentage
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Keep In Mind
If running multiple, make sure the discount decreases in value over time
Case sensitive
Easily confused characters 0 vs. O I vs. 1
Fees lost through registration discounts must be made up in fundraising.
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Case Study
Participants who register during the first month of the event cycle raise nearly ten times more than participants who register during the last month.
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Badges and Milestone Messages

Badges
Simple, free way to give participant recognition and to push them to the next level
Self donor badge
Badges for fundraising amounts
Promote sharing (similar to Foursquare updates about mayorship, etc)
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Badge Placement
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Top Participant Component
Search Results
Top Participants List Page

Badge Placement
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Personal Pages
Team Pages
Shana Masterson

Milestone Messages
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Part of the autoresponder series. Sent when participants achieve certain dollar amounts.
Can be used:
- In conjunction with the badges to announce progress to badge or badge achievement.
- Even if you are not using badges, to congratulate participants on fundraising achievements.

Limitations
Only one fundraising achievement can be shown at a time.
Difficult to design for 48 x 48 pximage.
Aside from self-donor badge, rewarded for monetary levels only. Other good behavior is not rewarded.
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Advanced Badges To The Rescue!
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Badges don’t go away.
Reward for being active participants and not just $ raised
Being on a team.
Number of emails sent.
Number of gifts received.

Advanced Badges
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Badges for belonging to any Convio group - endless possibilities...
Badges specific to TR event
Early bird badge for registering before certain date
Top fundraisers in previous year
Long term participants
Badges specific to other engagement with your organization.
Leadership donors
Service users
Survivors

Advanced Badges
Limitations - no autoresponders available - milestones can be used to help announce some new achievements. Query and task based groups and reoccurring emails will take care of rest.
Advanced badges can't have icons display on team listing pages, top participants lists, search, etc.
But you can combine regular badges and advanced badges.
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Advanced Badges
Custom built using s-Tags (more on those later!)
Instructions, code and Photoshop and Illustrator templates provided at:
http://ahs.mn/conviobadges
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Email Engagement

Email Options
TeamRaiser Messages
TeamRaiser conditionals and personalization readily available.
TeamRaiser specific audience segmentation.
A/B testing (a best practice) not available
Takes a few extra steps to send to non-TR groups. *
*more difficult to do, but easier when we show you how - http://ahs.mn/TR-email

Email Options
Campaign Messages
More options available, including A/B testing.
Segmentation through reporting and groups.
Often not available to event staff.
TeamRaiser conditionals and personalization more difficult to achieve.*
Combine both Team Raiser and Campaign messages into your plan for maximum benefit!
*more difficult to do, but easier when we show you how - http://ahs.mn/TR-email

Email Engagement
Use Autoresponders - Always provide a next step. For some, these are the only messages they receive.
Welcome Series/Follow Ups – Walk participants along the path of engagement. Hints: Exclude from other messages. Turn off at predetermined interval before the event. Set expectations, tell them they are on the way.
Smart segmentation – identify target groups.
Team captains tolerate more messaging and can help push messages out for you.
Suggested messages - provide lots of options to make participants’ job easier (Registration, Donation, Reminders, Team Captain Welcome, Fundraising tips, Thank You, etc)

Communications Calendar
Create calendar prior to event launch
Reinforces multi-channel messaging
Should include messages set up by week
All communications avenues – Coaching emails, recruiting emails, homepage updates, participant center updates, social media updates
Also include target audience and conditionals
Try to schedule around other organization-wide email sends and include conditional messaging to participants if possible.
Bonus if you schedule all emails in Convio in advance
Communications calendar template available at: http://bit.ly/TRCommCal

Stationery for different audiences
Participant Center Ask Messages
Participants
Non-Participants

Personalization and Conditional Content

If you’re speaking to everyone, you’re speaking to no one.

Personalization
Hi Jon

Personalization
Hi Jon, you’ve already raised $425 for the Walk for Animals. You have 21 days left to raise the extra $75 to reach your goal of $500!

Conditionals

Send six emails?

Conditionals
Conditionals make it easier.
Send ONE email with many versions. Let the system do the segmentation work for you.

Making it personal
Just like HTML coding, Convio's WYSWYG editor will do a lot of the coding for Personalization and Conditionals for you.
But just like HTML, you can do so much more (i.e. advanced badges!) if you learn a little bit more about how the coding works.
You can download the S-Tag & Conditional Snippets Kit to get started.
http://ahs.mn/s-tagsKit

Participant Center 2

Participant Center (original)

PC 2 - More modern design

PC 2 – improved navigation

PC 2 – Tells people what to do
Update page
Send emails
Thank donors
Welcome team members

PC 2 – Easy to see your progress

PC 2 – Manage your contacts

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PC2 – Easier to customize

Social Tools

Social Sharing
Resources: http://www.addthis.com/, http://sharethis.com/

Social Tools
Facebook comments plugin:

Social Tools
http://ahs.mn/FacebookComments
Replace example.com with:
[[S6]]/Events/General?px=[[S334:px]]&pg=personal&fr_id=[[S334:fr_id]]
Put in the footer of participants personal pages

Reporting and Analysis

TeamRaiser Reporting
Every time you talk to a participant, are you looking at their personal page? (Hint: You should be!)
Use Participant Performance or Registration report to get to know them better – online gifts, unconfirmed gifts, total number of emails sent, etc. Coach/congratulate using this info as a starting point.
Source codes – where are participants coming from?
Identify trends in user behavior, demographics and timing.
Use reporting for current year goal setting.
Compare results with last year’s event to ensure you are on track or ahead.

Email Reporting
Track and analyze:
Open rate
Click-through rate
Action rate – sometimes not applicable
Unsubscribe rate
Identify emails that are performing well and do more of them!
Benchmarks exist, but it is better to focus on improving your own numbers.
Track A/B test results and create your own set of best practices.
Notes: Email reports not located in Data Management Tab. Located in Email tab.
Coaching email reports are found in the coaching emails portion of TR.
Report writer allows for a more comprehensive email reporting.

Make it look good - CSS

Making it look good with CSS
No more purple and yellow forms!
It's your brand and your event - use the colors and fonts that match the rest of your design.
Use on:
Registration pages
Donation pages
Personal pages
Team pages
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Not just for colors – but also layout.
You used to only have four options for personal page layout

Now there is a custom layout option that lets you use CSS to change the layout.

Challenges:
Not for beginners to coding - BUT you can learn.
Many resources available online
www.cssbasics.com is a good place to get started.
Once you’ve learned the basics, use Firebug to help you get started learning what to update on your Convio pages.
Getfirebug.com

Resources

Convio Community

Convio Customer Center
TeamRaiser Event Staff Learning Path

Other Convio Resources
Connection Café Blog: www.connectioncafe.com
Convio research and white papers
http://www.convio.com/our-research/nonprofit-sector-research.html
Case studies
http://www.convio.com/our-clients/case-studies/
Also: Convio Users Groups and this Summit – take advantage of the knowledge around you!

Other Resources

http://techsoup.org – Get discounted software
http://www.lynda.com/ - Learn how to use discounted software
Fundraising advice and latest trends:
http://www.theagitator.net/
http://www.futurefundraisingnow.com/
http://www.nonprofitmarketingblog.com/
http://www.frogloop.com/
http://www.communityorganizer20.com/
http://nonprofitorgs.wordpress.com/
http://www.501videos.com/

Questions?

It’s All In The Tools: Maximizing Your TeamRaiser Event

by Jon Cass on Oct 04, 2011

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It’s All In The Tools: Maximizing Your TeamRaiser Event Presentation Transcript