DELIVERING EVENT FUNDRAISING RESULTSFocusing on the Metrics that MatterJeff Shuck, Event 360, Inc.
THE INCREASING NEED FOR ROI        Tighter budgets        Competition        Need for transparency and accountability  ...
AGENDA        Linking events to mission        Going beyond basic metrics to find deeper insights        Case study: Ko...
LINKING EVENTS TO MISSION
© Event 360 | Page 5
THE EVENT CHALLENGE© Event 360 | Page 6
THE FUNDRAISING CHALLENGE© Event 360 | Page 7
Mission                        Revenue                          Gifts                         Donors                      ...
Mission                                    Revenue                                 Key Takeaway:                          ...
GOING BEYOND BASIC METRICS
ABOUT ANALYTICS       Use data to improve decision-making       Don’t be afraid of your data!          It won’t hurt yo...
ABOUT ANALYTICS       Use data to improve decision-making       Don’t be afraid of your data!          It won’t hurt yo...
MEAN, MEDIAN, AND MODE            Participant   Amount Raised   • Average: $30            1             $10             • ...
MEAN, MEDIAN, AND MODE            Participant   Amount Raised             • Average: $30            1             $10     ...
Area           Key Metrics            Event          • Number of events                           • Participant satisfacti...
Area           Key Metrics            Event          • Number of events                           • Participant satisfacti...
Area           Key Metrics            Event          • Number of events                           • Participant satisfacti...
Area           Key Metrics            Event          • Number of events                           • Participant satisfacti...
Area           Key Metrics            Event          • Number of events                           • Participant satisfacti...
EXAMPLE: DRIVING ATTENDANCE        Number of Participants                       1,100        Total Amount Raised          ...
EXAMPLE: DRIVING FUNDRAISING     Number of Participants                       21,059     Total Amount Raised              ...
FOCUSING ON THE METRICS THAT MATTERCase Study: Komen Global Race for the Cure
GROWTH OPPORTUNITIES        Strong brand and base of support        45,000 participants, 55,000 donors        30,000 pa...
2009 STRATEGIES        Targeted, segmented communication        Clear calls to action        Improved online tools     ...
SEGMENTATION       Segment                 Number   Total Contributed    Approach       Attendees               31,902   $...
SEGMENTATION       Segment                 Number   Total Contributed    Approach       Attendees               31,902   $...
SEGMENTATION       Segment                 Number   Total Contributed    Approach       Attendees               31,902   $...
SEGMENTATION       Segment                 Number   Total Contributed    Approach       Attendees               31,902   $...
SEGMENTATION       Segment                 Number   Total Contributed    Approach       Attendees               31,902   $...
SEGMENTATION       Segment                 Number      Total Contributed    Approach       Attendees               31,902 ...
A S K IN G W O RK S                    * Through Convio© Event 360 | Page 31
IMPACT ON EMAILS SENT                                 Key Takeaway:                          Tailor the ask to something  ...
IMPACT ON USE OF ONLINE TOOLS© Event 360 | Page 33
GOAL PERFORMANCE                                     2008          2009       Goal                          $250          ...
IM PA CT O N N U M B ER O F D O N A T IO N S         * credited to a participant or team© Event 360 | Page 35
IMPACT ON DONATION SIZE         * credited to a participant or team© Event 360 | Page 36
THE IMPACT ON FUNDRAISING© Event 360 | Page 37
Mission                         Revenue                           Gifts                          Donors                   ...
Get the Guide            Visit            www.event360.com            to download the            companion guide to       ...
Jeff ShuckPresident & CEOEvent 360, Inc.773.247.5360, extension 200jeff@event360.com
Upcoming SlideShare
Loading in …5
×

Delivering Event Fundraising Results

1,293 views

Published on

Keynote presentation by Event 360's Jeff Shuck from the 2010 Run Walk Ride Fundraising Conference.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,293
On SlideShare
0
From Embeds
0
Number of Embeds
57
Actions
Shares
0
Downloads
45
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Delivering Event Fundraising Results

  1. 1. DELIVERING EVENT FUNDRAISING RESULTSFocusing on the Metrics that MatterJeff Shuck, Event 360, Inc.
  2. 2. THE INCREASING NEED FOR ROI  Tighter budgets  Competition  Need for transparency and accountability  Expectations of shorter payback  Leadership aversion to risk© Event 360 | Page 2
  3. 3. AGENDA  Linking events to mission  Going beyond basic metrics to find deeper insights  Case study: Komen Global Race for the Cure© Event 360 | Page 3
  4. 4. LINKING EVENTS TO MISSION
  5. 5. © Event 360 | Page 5
  6. 6. THE EVENT CHALLENGE© Event 360 | Page 6
  7. 7. THE FUNDRAISING CHALLENGE© Event 360 | Page 7
  8. 8. Mission Revenue Gifts Donors Participants Event© Event 360 | Page 8
  9. 9. Mission Revenue Key Takeaway: You must ask. Gifts An event should not be a way to avoid a fundraising conversation – Donors it should be a way to spark a fundraising conversation. Participants Event© Event 360 | Page 9
  10. 10. GOING BEYOND BASIC METRICS
  11. 11. ABOUT ANALYTICS  Use data to improve decision-making  Don’t be afraid of your data!  It won’t hurt you  You won’t break anything  Even small explorations can yield big insights  You already own a powerful data analysis tool© Event 360 | Page 11
  12. 12. ABOUT ANALYTICS  Use data to improve decision-making  Don’t be afraid of your data!  It won’t hurt you  You won’t break anything Key Takeaway:  Even small explorations canmaking sure that Analytics is about yield what you know is actually true! big insights  You already own a powerful data analysis tool© Event 360 | Page 12
  13. 13. MEAN, MEDIAN, AND MODE Participant Amount Raised • Average: $30 1 $10 • Median: $15 2 $10 • Mode: $10 3 $10 4 $15 5 $20 6 $45 7 $100 Total $210© Event 360 | Page 13
  14. 14. MEAN, MEDIAN, AND MODE Participant Amount Raised • Average: $30 1 $10 • Median: $15 2 $10 • Mode: $10 3 $10 4 $15 Key Takeaway: 5 $20 Always calculate median and mode 6 $45 in addition to mean. 7 $100 Total $210© Event 360 | Page 14
  15. 15. Area Key Metrics Event • Number of events • Participant satisfaction • Repeat attendance Participants • Number of participants • Registration time • Team participation Donors • Number of donors • Donors per participant • Percentage of participants with zero donors • Percentage of self-donations and goal • Number of emails sent per participant Gifts • Number of gifts • Amount per gift Revenue • ROI • Compound annual growth rate • Growth against national benchmark© Event 360 | Page 15
  16. 16. Area Key Metrics Event • Number of events • Participant satisfaction • Repeat attendance Participants • Number of participants • Registration time • Team participation Donors • Number of donors • Donors per participant • Percentage of participants with zero donors • Percentage of self-donations and goal • Number of emails sent per participant Gifts • Number of gifts • Amount per gift Revenue • ROI • Compound annual growth rate • Growth against national benchmark© Event 360 | Page 16
  17. 17. Area Key Metrics Event • Number of events • Participant satisfaction • Repeat attendance Participants • Number of participants • Registration time • Team participation Donors • Number of donors • Donors per participant • Percentage of participants with zero donors • Percentage of self-donations and goal • Number of emails sent per participant Gifts • Number of gifts • Amount per gift Revenue • ROI • Compound annual growth rate • Growth against national benchmark© Event 360 | Page 17
  18. 18. Area Key Metrics Event • Number of events • Participant satisfaction • Repeat attendance Participants • Number of participants • Registration time • Team participation Donors • Number of donors • Donors per participant • Percentage of participants with zero donors • Percentage of self-donations and goal • Number of emails sent per participant Gifts • Number of gifts • Amount per gift Revenue • ROI • Compound annual growth rate • Growth against national benchmark© Event 360 | Page 18
  19. 19. Area Key Metrics Event • Number of events • Participant satisfaction • Repeat attendance Participants • Number of participants • Registration time • Team participation Donors • Number of donors • Donors per participant • Percentage of participants with zero donors • Percentage of self-donations and goal • Number of emails sent per participant Gifts • Number of gifts • Amount per gift Revenue • ROI • Compound annual growth rate • Growth against national benchmark© Event 360 | Page 19
  20. 20. EXAMPLE: DRIVING ATTENDANCE Number of Participants 1,100 Total Amount Raised $165,000 Percent Participants on Team 60% Percent Participants with Goal 40% Percent Participants at $0 65% • Small event with good fundraising • Growth in the right kind of attendance is necessary • Action steps: • Drive team participation • Consider registration fee incentives • Be careful not to undermine fundraising culture© Event 360 | Page 20
  21. 21. EXAMPLE: DRIVING FUNDRAISING Number of Participants 21,059 Total Amount Raised $1,105,000 Median Time as Registrant 84 days Number of Donors 31,450 • 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© Event 360 | Page 21
  22. 22. FOCUSING ON THE METRICS THAT MATTERCase Study: Komen Global Race for the Cure
  23. 23. GROWTH OPPORTUNITIES  Strong brand and base of support  45,000 participants, 55,000 donors  30,000 participants with $0 and 0 donors  Average fundraising of $60  Average donation of $60, modal donation of $25  Dependant on 10% of participants for 99% of revenue  Basic CRM implementation© Event 360 | Page 23
  24. 24. 2009 STRATEGIES  Targeted, segmented communication  Clear calls to action  Improved online tools  Personal networking with veteran team captains  Overhauled registration fee and fundraising structure Key Takeaway: An effective strategy has several components.© Event 360 | Page 24
  25. 25. SEGMENTATION Segment Number Total Contributed Approach Attendees 31,902 $0 Education and contact Beginning fundraisers 11,268 $793,000 Intense encouragement High performers 2,393 $1,380,000 Affirmation and thanks Ultra performers 82 $393,000 High personal touch Team captains 2,000 “Every walker a fundraiser.”© Event 360 | Page 25
  26. 26. SEGMENTATION Segment Number Total Contributed Approach Attendees 31,902 $0 Education and contact Beginning fundraisers 11,268 $793,000 Intense encouragement High performers 2,393 $1,380,000 Affirmation and thanks Ultra performers 82 $393,000 High personal touch Team captains 2,000 “Every walker a fundraiser.”© Event 360 | Page 26
  27. 27. SEGMENTATION Segment Number Total Contributed Approach Attendees 31,902 $0 Education and contact Beginning fundraisers 11,268 $793,000 Intense encouragement High performers 2,393 $1,380,000 Affirmation and thanks Ultra performers 82 $393,000 High personal touch Team captains 2,000 “Every walker a fundraiser.”© Event 360 | Page 27
  28. 28. SEGMENTATION Segment Number Total Contributed Approach Attendees 31,902 $0 Education and contact Beginning fundraisers 11,268 $793,000 Intense encouragement High performers 2,393 $1,380,000 Affirmation and thanks Ultra performers 82 $393,000 High personal touch Team captains 2,000 “Every walker a fundraiser.”© Event 360 | Page 28
  29. 29. SEGMENTATION Segment Number Total Contributed Approach Attendees 31,902 $0 Education and contact Beginning fundraisers 11,268 $793,000 Intense encouragement High performers 2,393 $1,380,000 Affirmation and thanks Ultra performers 82 $393,000 High personal touch Team captains 2,000 “Every walker a fundraiser.”© Event 360 | Page 29
  30. 30. SEGMENTATION Segment Number Total Contributed Approach Attendees 31,902 $0 Education and contact Beginning fundraisers 11,268 $793,000 Intense encouragement High performers 2,393 $1,380,000 Affirmation and thanks Ultra performers 82 $393,000 High personal touch Team captains 2,000 “Every walker a fundraiser.” Key Takeaway: Think in segments. Talk to different participants differently.© Event 360 | Page 30
  31. 31. A S K IN G W O RK S * Through Convio© Event 360 | Page 31
  32. 32. IMPACT ON EMAILS SENT Key Takeaway: Tailor the ask to something specific the participant can do.© Event 360 | Page 32
  33. 33. IMPACT ON USE OF ONLINE TOOLS© Event 360 | Page 33
  34. 34. GOAL PERFORMANCE 2008 2009 Goal $250 $125 Participants Raising $125 10% 12% Participants Raising $250 6.2% 6.4% Key Takeaway: Structure minimums and goals so that they are attainable and motivational.© Event 360 | Page 34
  35. 35. IM PA CT O N N U M B ER O F D O N A T IO N S * credited to a participant or team© Event 360 | Page 35
  36. 36. IMPACT ON DONATION SIZE * credited to a participant or team© Event 360 | Page 36
  37. 37. THE IMPACT ON FUNDRAISING© Event 360 | Page 37
  38. 38. Mission Revenue Gifts Donors Participants Event© Event 360 | Page 38
  39. 39. Get the Guide Visit www.event360.com to download the companion guide to this presentation.© Event 360 | Page 39
  40. 40. Jeff ShuckPresident & CEOEvent 360, Inc.773.247.5360, extension 200jeff@event360.com

×