Introduction to Event 360


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  • Event 360 is a fundraising company. We help nonprofits create powerful fundraising and marketing experiences that connect donors with your cause. This strategy builds on over 7 years of experience in consulting, technology and events to help nonprofits increase awareness and revenue.
  • Introduction to Event 360

    1. 1.
    2. 2. Meet Event 360<br /><ul><li>Our mission is to create experiences that inspire giving, emotion, loyalty and change.
    3. 3. Founded in 2002
    4. 4. Based in Chicago with over 130 full-time employees in 30 states</li></li></ul><li>What We Do<br />Event 360 is attacking a big challenge—transforming the way organizations fundraise with events. <br />We can help you improve an existing event, or create an entirely new event fundraising program.<br />
    5. 5. Our Strategy & Success Factors<br />
    6. 6. Our Core Focus<br />We operate as both a consultant and practitioner across three main service areas:<br />
    7. 7. Clients & Partners<br />
    8. 8. Impact<br />200 events <br />500,000 participants<br />25,000 volunteers<br />350,000 spectators<br />500 communities reached<br />More than $600 million raised<br />What can we help you achieve?<br />
    9. 9. Recent Recognition<br />Event 360’s work on the Susan G. Komen Global Race for the Cure was recently recognized with two awards—including “Best in Show”—at MarketingSherpa’ssixth-annual Email Marketing Summit in Las Vegas. In addition to “Best in Show,” the fundraising campaign was also recognized with a Gold Award for Best Personalization & Segmentation Strategy.<br />
    10. 10. Why the Future of Fundraising is Experiential<br />Events bring in an additional component that no other development tool can match: the experience. <br />An event program culminates in the experience itself. Rather than ending with a piece of paper, a brochure, or a web page, an event program actually interacts personally with each individual. An event incorporates all five senses -- moving beyond sight and sound to completely engage the whole person. <br />And further, events multiply that immersion by dozens, hundreds, or sometimes thousands of interactions with other people. Done correctly, this experience is an unmatched way to allow donors and constituents to see, feel, and interact with your organization and its mission.<br />
    11. 11. Case Studies<br />
    12. 12. Susan G. Komen3-DAY FOR THE CUREA case study for recruitment strategy & production for a nationwide series<br />
    13. 13. Komen 3-Day for the Cure<br />Challenge: For the past seven years, Event 360 has worked with Susan G. Komen to develop, execute, and refine the recruitment strategy and production for the 3-Day For the Cure Series in 15 Cities. In addition to a broad media-based marketing approach which includes TV and radio commercials, web banners, and magazine ads, what makes Event 360’s recruitment and retention strategy on the 3-Day for the Cure unique is our personal interaction with Susan G. Komen’s constituency. Opportunities for face-to-face interaction, whether in small groups or one-on-one, allows for a deeper engagement and more committed participants. <br />
    14. 14. Komen 3-Day for the Cure<br />Event 360’s Approach: Since taking over the Susan G Komen 3-Day for the cure eight years ago, Event 360 has managed all aspects of recruitment and production. Our strategy has included:<br />Team Captain & Training Walk Program<br /><ul><li>Training Walk Leaders are 3-Day walkers who volunteer to take on the added responsibility of leading scheduled training walks in their community, and promoting these walks on the 3-Day website.
    15. 15. The goal of the TWL program is to provide a supportive environment for walkers to train for the event, meet other fellow participants and learn from one another.</li></ul>Additional Tactics:<br /><ul><li>Create targeted email communication strategy to our base in each market to promote upcoming meetings & events
    16. 16. A web-based calendar accessible to the public promoting meetings & events in each market
    17. 17. In-market “The Get Started Meetings” designed to recruit new/ returning participants and retain registered participants </li></li></ul><li>Komen 3-Day for the Cure: Sponsorship Activation<br />As the presenting sponsor for 3-Day, Event 360 has helped Energizer achieve deep integration with participants in all areas of the event. This has meant finding multiple channels to create a fun, authentic, and integrated experience with the event participants:<br /><ul><li>Introduction of the relationship in all pre-event messaging to participants
    18. 18. Energizer bunny ears for all participants during Opening Ceremonies
    19. 19. Providing participants with a sponsored care package upon check-in at camp
    20. 20. The Energizer Bunny on the walking route each day
    21. 21. A “Keep Going” photo booth </li></li></ul><li>Komen 3-Day for the Cure: Participant Service<br />Challenge: The Susan G. Komen 3-Day for the Cure needs to respond to more than 300,000 customer service phone calls and emails it receives each year.<br />Solution: Event 360 implemented call center solutions that tracked contact volume, forecasted projected volume for future weeks and months, and adjusted staffing levels, as needed, to respond to phone call and email volume within acceptable timeframes.<br />Challenge: Susan G. Komen for the Cure wanted to reduce call volume for the 3-Day for the Cure by 10% or more while maintaining high customer service satisfaction levels.<br />Solution: Event 360 implemented a phone tree menu that offers recorded answers to the most frequent questions. Of those contacts who used the phone tree menu, more than 95% said that it met or exceeded their expectations. In 2010, 15% of inbound phone volume that passed through the phone tree menu was resolved prior to being connected to a 3-Day staff person.<br />
    22. 22. Results: An effective event became a nationwide platform:<br /><ul><li>150,000 participants total in 15 Cities in 2010
    23. 23. Markets ranged from 800 to 5700 participants
    24. 24. 75.4% New Participants
    25. 25. 24.5% Repeat Participants
    26. 26. 83.3% of Participants Joined a Team
    27. 27. 45.9% attended No Other Events
    28. 28. 89.7% Retention Rate</li></ul>Komen 3-Day for the Cure<br />
    29. 29. Komen 3-Day for the Cure<br />Source:<br />
    30. 30. National Wildlife FederationHIKE &<br />SEEK<br />A case study for a concept we developed with the mission of getting kids and families to connect with nature and appreciate the outdoors<br />
    31. 31. National Wildlife Federation: Hike & Seek<br />Challenge: Be Out There is a NWF campaign designed to return to the nation’s children what they don’t even know they’ve lost: their connection to the natural world. Kids today spend twice as much time indoors as their parents did, missing out on the simple pleasures and lasting mental and physical health benefits of daily outdoor time. NWF hired Event 360 to develop a concept and conduct a feasibility study for a fundraising event tied to the mission of Be Out There.<br />Solution: Hike & Seek, a National Wildlife Federation fundraising event, is a cross between a nature hike and a scavenger hunt that brings families and friends together in the great outdoors for fresh air and fun!<br />The activity is appealing to families who are looking for ways to spend quality time together in the outdoors with an educational component<br />The income model is a flat, per person registration fee layered with a suggested fundraising ask<br />Staggered starts every 15 minutes will offer crowd control and ensure a positive participant experience<br />Interactive learning stations will be staffed by naturalists and offer opportunities to rest<br />NWF launched Hike & Seek in Fall 2010 DC, Chicago, and Seattle.<br />
    32. 32. source:<br />National Wildlife Federation: Hike & Seek<br />
    33. 33. Susan G. KomenGLOBAL <br />RACE FOR THE CURE<br />Case study for participant support and event production for a massiveevent<br />
    34. 34. Susan G. Komen Global Race for the Cure<br />With over 40,000 participants, the Race requires a tiered level of support for team captains, top fundraisers and other key constituent groups.<br />Over the last two years, we’ve converted the event culture from one focused solely on generating awareness through high-volume participation to one that realized the importance of raising money to further the cause and the mission of the organization.<br />Event 360 manages a segmented, targeted online communication strategy that speaks to prospects and participants differently, based on indicators such as their relationship to the event and cause, their fundraising progress or their team captain status. <br />This campaign recently won the 2010 Marketing Sherpa “Best In Show” award. <br />Ambassador Brinker commented that Event 360 “brought the magic back” to the event.<br />
    35. 35. Susan G. Komen Global Race for the Cure<br />Since 2009, Event 360 has served as the event producer for the Global Race for the Cure. We are responsible for all aspects of the event, including: <br />Event planning, logistics and execution<br />Participant outreach and communications<br />Sponsorship activation<br />Program development <br />Volunteer management<br />Vendor management<br />Fundraising strategy and support<br />Donations management<br />Upon assuming responsibility for the Global Race, Event 360 developed a six-point event strategy that focused on engaging the audience before, during and after the event. We were able to make changes to the event itself that made Komen for the Cure’s brand and event day messages audible and visible to all participants. <br />
    36. 36. Susan G. Komen Global Race for the Cure<br />source:<br />
    37. 37. Susan G. Komen KOMEN <br />ON THE GO<br />A case study for a national mobile marketing & <br />mission activation program <br />
    38. 38. Challenge: Develop an effective outlet for educating women, particularly young and minority women, about breast health awareness year-round. <br />Solution: Working with Komen, Event 360 created the concept to build Komen On the Go™, a mobile marketing experience featuring signature pink vehicles that travel the country to cities nationwide. <br />“Big Pink” is a traveling exhibit that serves as a moving billboard and education center.<br />Originally designed to conduct outreach in underserved areas, Big Pink travels to colleges, universities, state fairs, and other events throughout the year.<br />Highlights include an interactive computer curriculum, informational video kiosks, instructions for breast self awareness with printed collateral offering life saving information and an 8-foot “graffiti wall” for sharing memories and pledging support.<br />
    39. 39. Results: Over its life, Komen On the Go has had exposure to a potential audience of 15 million people<br />596 exhibit days around the country<br />128,063 views of the educational curriculum…<br />911,013 recipients of Komen collateral<br />99,582 total contacts acquired by Komen<br />
    40. 40. source:<br />
    41. 41. Autism Society of AmericaBOUNCE<br />FOR<br />AUTISM<br />A case study for bringing mission into action through an event concept & “Event in a Box” deployment model for a multi-city series<br />
    42. 42. Autism Society of America: Bounce for Autism<br />Challenge: Autism Society of America approached Event 360 to design a nationwide event series to further it’s mission of improving the lives of all affected by autism, with the goal of creating a mission-focused concept that could be self-deployed in multiple cities by ASA chapters. <br />Solution: Event 360 was tasked with designing a concept that families with children on the autism spectrum would enjoy. Given that autistic children will rock, bounce, and swing as a soothing motion, we designed a concept around giant inflatable jumpers and slides for bouncing. Event 360 then worked with Autism society to create a production model that could be deployed in multiple cities and scaled to large and small markets. Deliverables included:<br />Standardized production guidelines and set up instructions for use, organize and operate a series of Bounce for Autism fundraising events. <br />Bounce for Autism Event Kit, various resources/tools and expanding the Bounce for Autism website to include individual team raisers. <br />Event 360 provided to hosts in the shape of email, progress phone call and event training calls. We also created and implemented an e-Communication strategy to support participant activity and hosted a command center to respond to participant inquiries.<br />
    43. 43. Other Examples<br />
    44. 44. CONTACT<br />Event 360<br />205 N. Michigan Avenue, Suite 2640<br />Chicago, IL 60601<br />773.247.5360 |<br /><br /><br /><br /><br />