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Join the Race: 5 Proven Success Strategies of the Top Run Walk Ride Events
 

Join the Race: 5 Proven Success Strategies of the Top Run Walk Ride Events

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Event 360's Jeff Shuck and Convio's Vinay Bhagat's keynote presentation from the 2009 Run Walk Ride Fundraising conference.

Event 360's Jeff Shuck and Convio's Vinay Bhagat's keynote presentation from the 2009 Run Walk Ride Fundraising conference.

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    Join the Race: 5 Proven Success Strategies of the Top Run Walk Ride Events Join the Race: 5 Proven Success Strategies of the Top Run Walk Ride Events Presentation Transcript

    • Join the Race 5 Proven Success Strategies of the Top Run Walk Ride Events Jeff Shuck, President, Event 360 | Vinay Bhagat, Founder & CSO, Convio
    • Focus on the right metrics R2 = 0.49 R2 = 0.94
    • Basic Special Events Math 100 people sign up 30 Fundraise 20 Fundraisers Return Each sends 15 email solicitations Secure 150 gifts (5 each) 30 Do Nothing 40 Just Participate 10 Non Fundraisers Return
    • Lessons from Successful Events 1. Recruit more effectively 2. Use registration fees strategically 3. Turn participants into fundraisers 4. Help fundraisers be successful 5. Focus on retention
    • 1. Recruit More Effectively: People • Value quality first, then quantity • Examine your organizational bias towards attendance • You want participants who will fundraise • Use what you already know • Target past participants who were fundraisers • Target team captains • Target active supporters on your site, social networks • Promote family and team registration
    • 1. Recruit More Effectively: People Event Fundraising Gifts Per Participant 60 50 40 A vast majority Organizations 30 of groups yield just 1-2 gifts/participant 20 10 0 1 2 3 4 5 6 7 8 9 10 2008 Average Gifts Per Participant More than 10 Source: Convio analysis of 171 clients using TeamRaiserTM
    • 1. Recruit More Effectively: Content • Maximize traffic to your registration pages • Search engine optimization and marketing • Mix of promotion points e.g. partner sites, viral marketing • Marketing 101: Segment & Target • Understand the reason why people participate • Target your messages to those reasons • Promote family and team registration • Inspirational content including video • Set the expectation that fundraising is of value
    • 2. Use Registration Fees Strategically Average Amount Raised Online Registration fees typically help an event 1,400,000 prosper 1,200,000 • Cover or help defray the 1,000,000 cost of the event 800,000 • Set expectation that 600,000 commitment is required 400,000 • Help weed out participants not likely to fundraise 200,000 • Ensure higher physical 0 attendance at the event 2005 2006 2007 2008 • Aid in participant to fundraiser conversion Events With Registration Fees Events Without Registration Fees Source: Convio analysis of 171 clients using TeamRaiserTM
    • Registration Fees Caveats • Can slow participation growth • NOT guarantee that participants will fundraise • It helps, but it is not a sure thing • Always try to convert participants to fundraisers • When is it smart to forgo? • Virtual events • When your event is very small and your primary goal is participation growth
    • 3. Turn Participants Into Fundraisers • Participation fees &/or fundraising minimums • Email prompts to begin fundraising • Make it really easy • Send an email that can be forwarded • Suggested content they can send out • URL shortcuts to their personal page • Integration to social networks • Automated address book uploads
    • Many People, Little Performance • Without a fundraising minimum, organizations see a heavy concentration of zero fundraisers and a very “long tail” • 5% of participants raise 60% of revenue Source: Event360 Analysis of organization raising ~$3m per year through events
    • The Power Of A Fundraising Minimum • With a fundraising minimum, revenue per participant is much more concentrated Source: Event360 Analysis of large national event program with minimum
    • 4. Maximize Fundraiser Effectiveness • Gifts per fundraising participant is key metric • Gift count correlated to solicitations sent • Activity can be stimulated/enhanced: • Early registration • Progress bar • Coaching emails and scheduled messages • Competition, stories about other fundraisers • Milestone based incentives • Promote team fundraising
    • More Gifts Means Faster Growth Average Annual Gift Volume Growth 160% 140% 4th Quartile 120% 3rd Quartile 100% 80% 2nd Quartile 60% 1st Quartile 40% Total Sample 20% 0% Driving gift value is most critical Source: Convio analysis of 171 clients using TeamRaiserTM
    • The more time they have, the better they’ll do Average Dollars Raised Leading To 2004 Event $450 $425 $400 $375 $350 $350 $300 $250 $225 Avg $ Raised $185 $175 $185 Per Fundraising $200 $140 Participant $150 $100 Avg $ Raised $50 Per Participant $0 90 Days 60-90 Days 31-60 Days 0-30 Days Note: Data includes money raised from both donations and registration fees. Source: Participant Performance Report for one client using TeamRaiser TM
    • Ask, And You Should Receive Email volume drives gift volume Days Prior to 2004 Event
    • Participant Email Volume Key • Emails sent by participants is growing across groups • Top (4th) quartile growing groups see higher volumes Year Over Year Growth in Email Volume 25000000 2005 20000000 2006 15000000 2007 2008 10000000 5000000 0 4th Quartile 3rd Quartile 2nd Quartile 1st Quartile Total Sample Source: Convio analysis of 171 clients using TeamRaiserTM
    • Ask Nicely, And You Will Receive Percentage of Participant Center Emails Clicked Thru 20% 2006 15% 2007 2008 10% 5% 0% 4th Quartile 3rd Quartile 2nd Quartile 1st Quartile Total Sample Quality Matters Source: Convio analysis of 171 clients using TeamRaiserTM
    • Team Fundraising • Fastest growing groups (4th quartile) are more common users of team based fundraising Average Team Gift Percentage Trend 12.00% 10.00% 2005 8.00% 2006 2007 6.00% 2008 4.00% 2.00% 0.00% 4th Quartile 3rd Quartile 2nd Quartile 1st Quartile Total Sample Source: Convio analysis of 171 clients using TeamRaiserTM
    • 5. Focus On Retention • Most churn 70-80% of participants • Emphasis should be placed on renewing fundraisers, in particular top fundraisers • Captains are a recruitment “channel” • Best practices include: • Strong acknowledgement • Re-recruit early/ immediately • Year round email communications • Make it really easy to join again • Cross-program engagement
    • Segment Based Relationship Pathways Cultivation Part 1 Cultivation Part 2, Pledge, Soft Ask Petition Event Donors Invite to Thank You Stewardship re-participate 1st Yr Participants Thank You Invite to Be Special Need Once Again Team Captain Appeal Repeat Participants
    • Recap: Lessons from Successful Events 1. Recruit more effectively 2. Use registration fees strategically 3. Turn participants into fundraisers 4. Help fundraisers be successful 5. Focus on retention
    • Questions?
    • Report Now Available Get your free copy: www.event360.com/resources