More Than A Supply Drive:Using Event Fundraising to Put Your Mission Into Action

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Presented at the Kids In Need Foundation Summit on June 24, 2011 by Jeff Shuck, President and CEO, Event 360

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More Than A Supply Drive:Using Event Fundraising to Put Your Mission Into Action

  1. 1. More Than A Supply DriveUsing Event Fundraising to Put Your Mission Into Action Kids In Need Foundation Summit | June 24, 2011 Jeff Shuck, President and CEO, Event 360
  2. 2. © Event 360 | Page 2
  3. 3. Why Am I Here? OBJECTIVE:  Learn how to use event fundraising to connect with your existing and future donors OUTCOME:  A few good ideas to test when you get back to the office  A case for event fundraising AGENDA:  Understanding where you are and where your supporters are  Putting mission into action  Making action matter © Event 360 | Page 3
  4. 4. Let’s talk about you.
  5. 5. This is what you do. © Event 360 | Page 5
  6. 6. This is your MISSION.© Event 360 | Page 6
  7. 7. © Event 360 | Page 7
  8. 8. How are your donors supporting you?© Event 360 | Page 8
  9. 9. © Event 360 | Page 9
  10. 10. Activity: Who loves you?
  11. 11. Long-time major donor, milestone birthday Received supplies from approaching. KINF in junior high. Former teacher, thinking about Board Member, retirement. married, 5 school- aged grandkids. CMO at major Teacher that sponsor. CN received a grant from KINF. New volunteer,stay-at-home Dad. Owns a local business, consistent “Likes” you on in-kind supply donor. Facebook because she works for 3M. © Event 360 | Page 11
  12. 12. Putting your mission into action.
  13. 13. Events are a means to an end. © Event 360 | Page 13
  14. 14. Events have the power to turn this…© Event 360 | Page 14
  15. 15. Into this. © Event 360 | Page 15
  16. 16. © Event 360 | Page 16
  17. 17. Goal MissionVehicle Revenue Tool Event FundraisingSuccess Effective Sufficient Impactful RobustFactors Ask Audience Experience Support © Event 360 | Page 17
  18. 18. Event Affinity Drivers Affinity to an activity • I like to walk. Affinity to a third party group • I’m supporting my school/church/office as a team. Affinity to participants or individuals • I like to spend time with my friends. Affinity to a cause • I want to help find a solution. Affinity to an organization • I believe in KINF’s work. © Event 360 | Page 18
  19. 19. Importance of Case• Describe what you do and why it is important Need• Define what you are asking for• Articulate passion Case and focus Impact• Relate to your audience © Event 360 | Page 19
  20. 20. © Event 360 | Page 20
  21. 21. Activity: Stuck on a plane © Event 360 | Page 21
  22. 22. If you do get stuck on a plane, make sure you ASK. Number one reason people do not give: NO ONE HAS ASKED THEM TO GIVE. Focus on the two asks of event fundraising:  Ask people to participate.  Participants ask people to give. The event is a way to start the fundraising conversation. Make sure to thank the people that say yes.  Acknowledge them, make them feel good and like they belong. © Event 360 | Page 22
  23. 23. Making action matter.
  24. 24. Long-time major donor, milestone birthday Received supplies from approaching. KINF in junior high. Former teacher, thinking about Board Member, retirement. married, 5 school- aged grandkids. CMO at major Teacher that sponsor. CN received a grant from KINF. New volunteer,stay-at-home Dad. Owns a local business, consistent “Likes” you on in-kind supply donor. Facebook because she works for 3M. © Event 360 | Page 24
  25. 25. Basic Segmentation Start with asking why. Find out what motivates participation and support. Evaluate gift history. Consider other basic demographics  Geography (zipcode)  Age (birthdate)  Gender © Event 360 | Page 25
  26. 26. I was promised there would be no math. © Event 360 | Page 26
  27. 27. Important Topline Metrics Total revenue, goods donated, participants, and donors Revenue vs. fundraising revenue Fundraising revenue per participant Gift size per donor Percentages  $0 participants  Goals  Teams  Emails sent Board and staff involvement Be aware of average versus median © Event 360 | Page 27
  28. 28. Case Study:Komen Global Race for the Cure, Year One Existing database was inconsistent. Added a question to registration form: “What is your connection to the cause?” Focused on building our understanding of who was actually coming and why, instead of deciding we already knew. © Event 360 | Page 28
  29. 29. Case Study: Komen Global Race for the Cure Went beyond the standard split of fundraisers versus non- fundraisers. Discovered clustering of fundraising around specific levels. o Allowed for tiered segmentation. o Tailored communication to each of these segments. Combined cause connection information with the amount actually raised to create blended messages that spoke to more specific situations. Don’t forget donors!  Created targeted asks based on the previous year’s average donation (social norms) to encourage donors to give more. © Event 360 | Page 29
  30. 30. Final SegmentationSegment Number Total Approach ContributedAttendees 31,902 $0 Education and contactBeginning fundraisers 11,268 $793,000 Intense encouragementHigh performers 2,393 $1,380,000 Affirmation and thanksUltra performers 82 $393,000 High personal touchTeam captains 2,000 “Every walker a fundraiser.” © Event 360 | Page 30
  31. 31. Online Communication75 unique messages: 17 recruitment messages 46 fundraising messages 10 general updates 2 donor messagesYielded over 850,000 e-mail impressions. © Event 360 | Page 31
  32. 32. Now what? The cheat sheet to take home. Your MISSION motivates everything, especially your supporters. Understand WHY people are supporting KINF’s mission. Events exist as a MEANS TO AN END. Build your CASE: Illustrate your NEED and the IMPACT a donation will make. PERSONALIZE your messages based on what you know about people’s motivations. YOU MUST ASK. © Event 360 | Page 32
  33. 33. Questions?© Event 360 | Page 33
  34. 34. © Event 360 | Page 34
  35. 35. CONTACTEvent 360205 N. Michigan Avenue, Suite 2640Chicago, IL 60601773.247.5360 | fundraising@event360.com www.event360.com www.facebook.com/EventFundraising www.twitter.com/Event360 www.linkedin.com/company/Event-360 © Event 360 | Page 35

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