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The Journey to Year-Round Engagement with your Fundraising Event Participants
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The Journey to Year-Round Engagement with your Fundraising Event Participants

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We believe that events are means to an end. They bring an element that no other development tool can match: the experience of face-to-face interaction with your mission and with others who are …

We believe that events are means to an end. They bring an element that no other development tool can match: the experience of face-to-face interaction with your mission and with others who are passionate about your cause. We also believe that in order to maximize events as a fundraising tool, you must have a plan to engage them from the moment they register all the way through to the finish line (and beyond).

This session, Jeff Shuck President of Event 360, takes you through the event journey − from best practices in event recruitment, to how to turn participants into fundraisers and finally, how to continue momentum with your event participants throughout the year.


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  • 1. Events are a Means to an End:The Journey to Year-Round EngagementWith Your Event ParticipantsJEFF SHUCK@jeffshuckEVENT 360, INC.
  • 2. DonorInstitution
  • 3. Donor Donor Donor Participant Institution
  • 4. • Identify the most likely participants• Recruit them into the program• Inspire them to fundraise• Motivate them to ask others• Engage them year-round
  • 5. Fundraising Activation: Case Study Event, 2009 Fundraisers 30% Attendees 70%
  • 6. Participation Over Time: Case Study Event, 2009-2011 1000 1,000 750 500 409 322 250 0 2009 2010 2011
  • 7. Donor Retention Over Time: Case Study Event, 2009-2011 1250 1081 1000 750 500 250 204 131 0 2009 2010 2011
  • 8. Whoa.
  • 9. Identifythe most likely participants • The value of realistic expectations - Overall population - House lists • Targeting is better than not • Who is coming, and why?
  • 10. Why do I attend?• The activity ⇠Easiest recruitment path• A third party• Other participants• Your cause• Your organization ⇠Highest loyalty
  • 11. Recruitthem into the program • Match media to your target • Slow + grassroots > quick + mass • There is leverage in social media • Incentives work – to a point
  • 12. Inspirethem to fundraise • You must ask • Asks should be relevant • Segment! - History, affinity, performance • Fundraising performance relates to affinity
  • 13. Performance by Affinity Driver: Case Study Event, 2009 75% 50% 25% 0% Activity Third-Party Friends Cause Organization Participants Dollars
  • 14. The 4 +1 of the ask1. The need you are trying to address.2. Why it is important.3. What you are doing about it.4. “Will you help me by doing X?5. Shut up.
  • 15. Motivatethem to ask others • Event fundraising is a volume play • Again, you must ask • Provide resources, hold hands, coddle
  • 16. Gifts to Total Amount Raised: Case Study Event, 2009 80 60 R² = 0.7401 40 20 0 $0 $1,750 $3,500 $5,250 $7,000
  • 17. Engagethem year-round • The weak link • Thank your participants and donors • Do not dump them into the deep end • Engage them through the initiative • Segment!
  • 18. Questions?
  • 19. ContactJeff Shuck@jeffshuckjeff@event360.comevent360.com/blogyourpartmatters.org