Mike Direct donation most prevalent, but more likely to be first form of support as age Y (followed by X) more likely to check out the charity’s website as a way to get involved. Also more likely to attend an event and volunteer. Finally, Y most likely to promote charity to others through email, FB, etc. Suggests that younger groups need to go through one or more cultivation steps to build a relationship that can lead to a financial transactionQ12: When you first learned of [Top Charity], in what ways did you become involved with the charity/group? Blue numbering indicates significance at the 95% confidence level
US has a far greater reliance on direct mail than Canadian – especially for prospecting – Canadian donors are more likely to respond at fundraising events, give monthly or donate in honor/tribute. Mobile and social media are much more prolific in US. May bebecaus emajor social network channels have been around for longer in the US. US mobile giving refulation much more freedom that in Canada. Regulations are only just now starting to open up. Checkout :58Mailed gift:27Website:32FR event: 41Honour/Tribute: 34Third party vendor: 17Monthly giving: 25Phone: 17Mobile: 3Social networking : 3
MikeUse online technology in ways that most closely resemble what they are already doing.. And this goes for Civics as well. If you are thinking about bridging strategies here, think first about online equivalents of how they are already engaged. That’s why e-newsletters makes sense and online petitions – it’s not new for them to receive a request to send a letter to politicians. You can also send e-letters as part of a multi-channel campaign that reflects your direct mail message and approach.
Over the course of 4 periods the Walk grew from $1,133,000.00 to $2,539,000.00, its compound annual growth rate, or its overall return, is 22.35%.CAGR essentially smoothes out the progress of your investment over a period of time, providing a clearer picture of your annual return.
By calling people we made a 20% goal difference.
By calling people we made a 20% goal difference.
You’re doing a great job, let me know if I can help at all. Have I caught you at a bad time?
Win a multi-channel consulting session
6 Simple Breakthrough Ideas for your next Pledge Event
6 SIMPLE WAYS THAT YOU CANACHIEVE BREAKTHROUGH RESULTSFOR YOUR PLEDGE EVENTPresented by: hjc
Take our survey at the end of the session! At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 1 WINNER to receive complimentary 1-hour pledge event fundraising consulting sessionhttp://www.surveymonkey.com/s/MKJWHWP
What we will cover this morning...• The unique Canadian and generational imperatives for experiential fundraising events• 6 ways to maximize your event impact:1. Data & KPIs2. Website3. Survey4. Social media5. Segmentation and Stewardship6. Multi-Channel Communication: Phone and Online
Remember...It’s tempting to follow trends BUT follow your supporters
2011 First Engagement Direct donation 40% Supported a friend 15% Visited website 23% Donated goods 14% Gen Y Information 20% Attended event 15% Direct donation 49% Attended event 12% Donated goods 19% Supported friend 16% Gen X Visited website 14% Direct donation 51% Information 18% Donated goods 25% Boomers Supported a friend 18% Direct donation 62% Information 19% Donated goods 13% Supported a friend 18% Civics Visited web site 10%
Canadians ‘do’ more event fundraising thanour US cousins…
DEMOGRAPHIC IMPERATIVES: HOWBOOMERS AND YOUNGER DONORS ARE EVENT FANATICS… NOW AND IN THE FUTURE!
Boomers havedecided that givingmust be funAnd it must be doneon their termsGone is the idea ofthe unconditional giftof their parentsTheir giving showstheir own brand
Boomer Donors66% give $4.1B/year • Enjoy peer-to-peer giving • Want to sign petitions, read newsletters • Like to attend events and volunteer • Really favor tribute giving/giving in lieu of traditional gift
78 million boomers in the US are beginning to retire… one survey found ½ want to have a positive social impact*…why not give them something to do…* NYTimes, NicolasKristof, July 21, 08
As one boomer says on helping charities: “It wasn’t a matter of being a Mother Teresa. It was a matter of, ‘Boy, that sounds like fun!”…* NYTimes, NicolasKristof, July 21, 08
• How boomers act – compared to civics and how this makes sense for online social network fundraising…
The Current and Future Donor…Hyper-adventure giving – feelingyoung and having fun while giving
Cycle event for health relatedcharity The age range here is leaning towards Gen X or boomers. 53.8% of participants are between 35 -54. The event is low endurance which may explain the higher age bracket. There is a fairly even gender split here. The health issue for which the event raises money for is gender neutral and the activity is physical which may explain this split.
Fairly even gender split but more men then Registered Participants for a high endurance women. High level of male participation cycling event. probably related to high endurance nature ofMale: 60% eventFemale: 40%Age Under 30: 23% Young demographic. 46% under 40. Again 30-40: 23% probably related to physical demands of the 40-50: 32% event. 50-60: 18% Over 60: 4% Note that most of the participants were Only 10% are avid cyclists not regularly engaging in the activity at hand. Most participants for this event had some connection to the fundraising cause
Extreme GivingHyper-adventure giving – feelingyoung and having fun while giving
Trend review• Extreme Fundraising• Ego Fundraising• Boomer blip• Leverage social networks to your advantage and to their social elevation…• 3rd party event portals for pledge events• P2P for memorializing/honouring/celebrating loved ones
Why look at event data?• Inject the ‘science of fundraising’ into events• Events are seen separate to organizational fundraising efforts• Other than revenue and attendance there is little benchmarking• Data audits can tell us the ‘who’ we should focus our time and energy on with stretched resources
Start by asking...• What metrics are most important to your non-profit?• How does event fundraising impact those metrics?• What are you currently measuring?• What decisions might you make with more insight or more data?
Establish meaningful KPIs• Selecting good metrics, and turning them into key performance indicators (KPIs), is critical to an organization in achieving its objectives.• KPIs by themselves are not metrics, although they make use of the metric data.• Instead, useful KPIs accomplish four primary objectives: – Provide succinct definition that summarizes the nature of the relationship between the data; – Establish an expectation for performance; – Reveal meaningful change in activity for a selected period, and; – Influence remedial action. If a KPI goes up or down, it should spur a corresponding business action. Otherwise, it is not a true KPI.
A few tips!• Stay rooted in the customer data, not internal agendas• Gain perspective on what’s driving results• Condition stakeholders to review KPI trends monthly – or more often if necessary
Which benchmarks? Mission • Key metrics: – Number of events Revenue – Participant satisfaction Gifts Donors Participants Event
Number of Events•Number of events facilitate mission by providing revenue through fundraising participants•More events create more mission impact because participants increase with number of events•Event quality matters! It speaks to the care you put into your brand and your mission.
Participant Satisfaction • Post-event surveys can leave clues to retention!Question First time walker Return walkerOverall, what was your Excellent/EVENT experience like this 97.4% 93.0% goodyear? Question First time walker Return walker Will you joining us Yes 76.3% 90.3% next year? No / Don’t know 23.7% 9.7%
Which benchmarks? Mission • Key metrics: – # of participants Revenue – % fundraising – Team participation Gifts – Number of emails sent – Renewal/Attrition rates Donors Participants Event proprietary and confidential
Participant KPIs 2007 2008 2009 2010Total Number of Participants 5,319 6,185 11,324 11,152Total Fundraising Revenue $682,518 $926,392 $1,552,746 $1,794,078% Participants on a Team 73% 73% 77% 76%Number of Active Fundraising 2,399 3,151 5,434 6,225Participants% Participants Fundraising 45% 51% 48% 56%% Participants Fundraising 23%/51% 30%/58% 27%/57% 32%/58%Online (Total/Active)% Participants with $0 raised 55% 49% 52% 44%
Segmentation Fundraisers 0 to 12 Months Fundraisers 13 to 24 Months Fundraisers 25 to 36 Months Revenue Totals For Revenue Totals For Revenue Totals For Last 36 Months Last 36 Months Last 36 Months 2% $871,514 2% $286,047 2% $102,828 8% $729,422 8% $286,892 8% $121,454 20% $630,578 20% $280,681 20% $124,053 70% $474,330 70% $239,224 70% $126,054• Top 2%/0-12 months = 124 fundraisers who are key to support this year. These champions receive enhanced cultivation support. Personal fundraising coach. Welcome call from Executive Director or Board Member.• Top 2%/13-36 months = 122 fundraisers you need to re-engage. Consider calling them personally to thank them for past participation and find out what you can do to get them back to the event.• Further 8% in past 2 years = 820 fundraisers who also deserve some special attention. Event Chairs to call/welcome back.
Which benchmarks? Mission • Key metrics: – Number of donors Revenue – Average and median donors per participant Gifts Donors Participants Event proprietary and confidential
Overview of Walk Donor Revenue 2006 2007 2008 2009 2010Total Revenue $765,983.00 $887,398.00 $1,129,222.00 $1,789,308.00 $2,072,069.00# of Gifts 16,832 18,827 22,047 36,993 37,437Avg Gift $45.51 $47.13 $50.40 $48.37 $55.36# on File 16,186 31,665 49,709 80,208 109,661# Active 16,186 18,155 21,574 35,342 35,584% Active 100% 57% 43% 44% 32%# Renewed N/A 2,676 2,991 3,408 4,747# New N/A 15,479 17,944 30,599 29,453# Reactivated N/A N/A 639 1,335 1,384# Stopped Giving 12,305 13,882 17,295 30,595 N/A
Donor KPIs 2007 2008 2009 2010# of fundraising participants 2,399 3,151 5,434 6,225# of walk donors 18,155 21,574 35,342 35,584average # of donors/participant 7.6 6.8 6.5 5.7median # of donors/participant 4 3 3 3 proprietary and confidential
Which benchmarks? Mission • Key metrics: – Overall revenue and Revenue fundraising revenue (gross and net) Gifts – Compounded annual growth rate Donors – Fundraising revenue per participant Participants Event proprietary and confidential
Do you use benchmarks with your own data?Driver Benchmark* Benchmark ** WWoH WWoHFundraising/Participant Not provided Median $110 Avg. $137.12, Avg. $160.88, Median $115 Median $110Fundraising Growth -7.63% 15% 58.47% 15.80%Attendance Growth .22% 11% 83.09% -1.52%* Industry Benchmarks from Run, Walk, Ride 30 Survey** Industry Benchmark provided by Event360
Participants Who Raised More, The Same Or Less 2008 2009 2010 # % # % # %Raised More 324 10 392 7 598 10Raised Same 2,492 79 4,634 85 4,994 79Raised Less 335 11 408 8 680 11
Which benchmarks? Mission • Key metrics: – Conversion rates to org Revenue donor – # of opt-ins for org Gifts follow-up – The ask!!!! Donors – Focus on reasons people Participants participate/segmented communication Event
What do you think?Key Components of an Online Event Website:
Key Components for the Website• Registration• Top team fundraisers• Top individual fundraisers• Event details• Support – FAQs – Phone number• Simple steps to participate• Donate opportunity without registering – Multiple ways to donate• Search – teams, individuals• Connection to mission – How $$ are used – Emotional appeal• Event goal• Opportunity to request info – email, mail• Social Media Links
Use the registration form tocapture key info• Team captains – How many team members do you expect? – Do they increase the team fundraising goal? – More personalized service, immediate telephone call (more on this later)• Team members – Do they increase their personal fundraising goal? – Are they the top fundraiser on their team?• Individuals – Consider a ‘singles’ board – Upgrade to a team• Corporate team – Matching gift option?
Encourage self-sponsorship atregistration• 19/20 top fundraisers for MSF’s Be There 1st donated to themselves• 25% of all donations (not-general) were self-donations• In many cases, participants made multiple donations to themselves.
Participant Centre• Key part of communication for your participants• Set up personal and team pages, customize with photos and copy• Send emails to friends and family• View campaign updates
Participant Centre Features• Import your address book• Send varieties of email templates to your contacts • Join • Support • Thank you• Users can edit these messages and preview before sending.• Easily see which of your address book contacts have been sent each message, corresponding date, and whether or not they have donated to you or your team.
The two BIG asks1. Charity asks people to participate2. They then ask their friends, family, co- workers, classmates to give The biggest reason people don’t give? THEY ARE NOT ASKED• So, make it simple, provide people with the tools, give them templated emails, encourage them along the way
The case against anonymous post-event surveys• Understand why they participate in the event and craft communication plan• Track ‘issues’ and deal with them personally (renewal is vital)• Understand if person likes incentives or is turned off by them
Also, use the registration form tocapture key info• Team captains – How many team members do you expect? – Do they increase the team fundraising goal? – More personalized service, immediate telephone call (more on this later)• Individuals – Consider a ‘singles’ board – Upgrade to a team• Team members – Do they increase their personal fundraising goal? – Are they the top fundraiser on their team?• Corporate team – Matching gift option?
Reasons people participate in anevent:• Affinity to activity – I like to walk and be outside.• Affinity to third party group – I want to support my company’s initiative to take an active role in the event.• Affinity to participants – I like to spend time with my neighbours or friends.• Affinity to cause – I want my children to live in a world without ovarian cancer.• Affinity to organization – I believe strongly in Ovarian Cancer Canada.
Social media landscape• Facebook is the #1 social network used by nonprofits (98%)• Twitter adoption rate is increasing• Paid, earned and owned media• Online communities growing – more likes, more followers• New players: Google+ and Pinterest Source: The Nonprofit Social Network Benchmark Report, 2012
Choose the best network for your eventWALK FOR KIDS HELP PHONE
WALK FOR KIDS HELP PHONE10 Quick Wins to Implement
We looked at 4 generations GEN Y BOOMERS •Trendsetters •Frequent •Early Adopters internet users •Willingness to try •Less likely to upload new social networks Videos or listen to podcasts GEN X CIVICS •Similar to Gen Y but •More passive on not as quick to adopt social media •More ‘regular’ users •50% using Facebook of LinkedIn and YouTube
Donors like peer to peer on socialnetworks• Donors like the idea of their friends and family asking for donations via social networks• Younger people find this the most appropriate but older people are open to this too• How can we use social media as a peer to peer channel?
Social media & Peer-to-Peer• The past decade saw the meteoric rise of peer to peer fundraising as a tool on engaging younger donors• But as internet user starts to spend more and more time on social networks – the days of emailing to ask for a peer-to-peer gift may be declining
Social media is #1 online activity Source: comScore Media Metrix, March 2007 - October 2011
Social Media Turbo charge forpeer to peer fundraising Source: Blackbaud Social Giving Report 2011
Social Media Turbo charge forpeer to peer fundraising Source: Charity Dynamics, 2011
4 steps for social media success1. Make sharing easy2. Empower your participants3. Communicate regularly4. Measure, refine, repeat
1. Make sharing easy• Add sharing buttons to your website, emails, all collateral so people know where you are
1. Make sharing easy• Have a physical event? – Promote a Twitter hashtag – Be active on location-based social networks (Facebook, Foursquare) – Take lots of photos – Constant reminders of your social media presences
2. Empower your participants• Give them clear direction on how they can help• Give them tools to help raise money through social channels
3. Communicate regularly• Social media has got to be “all in” • Keep the “social” in social media, can’t just push your organization’s content, need to engage in a dialogue • Reserve time to monitor your social media channels on a regular basis • Respond to comments or questions made by your followers on your posts • Ask logical, relevant questions of your followers in posts • Repost/retweet interesting relevant posts from others engaging with you on social media • Keep your social media activities going year-round
3. Communicate regularly• A schedule can really help with your communications strategy
4. Measure, refine, repeat• Shocking how many orgs go through the trouble of a social media strategy with no plans to track its success• Track everything you can to the best of your ability – Messaging: polls, photos, positive/negative sentiment – Social cues: likes, shares, retweets – Fundraising: donations, registrations – Website: pages/visit, time on site, bounce rate
How is social media measured? Source: comScore/Buddy Media
11) Keep A Dashboard• Find tools to help you aggregrate social media numbers in support of an event• Monitor the dashboard and make tactical and strategic decisions based on what you see
Social media summary• Your constituents are on (multiple) social media networks, are you?• 4 steps to social media success 1. Make sharing easy 2. Empower your participants 3. Communicate regularly 4. Measure, refine, repeat
Communicate personally with the best ROIWAY #5: SEGMENT AND STEWARDMORE EFFECTIVELY
How can you be efficient in yourcommunications?
Segment donors• Segmentation is the key to ensuring you are spending the right amount of time on the right participants 1. Team Captains raising > ? or of large teams 2. Team Captains raising < ? or of small teams 3. Team Members raising > ? 4. Team Members raising < ? 5. Individuals 6. Non-fundraisers
Pareto₂• Of your top 20% of participants, give a highly personalized experience to the top 4%• Assign a personal fundraising coach – check-in regularly• Also provided additional support for team captains of large team (10+ people)
Managing resources• Team captain with large team or high goal – account manager visit, personalised kit• Other team captains – account manager, standard kit• Individuals – promote upgrading• Team member – basic kit
Stewardship• Thank you call – Congratulations on completely your first Walk – Encourage sign up for next years Walk• First time Walker thank you email series – Links to social media to stay involved year round – Encouraging sign up for next years Walk
Recruitment EmailsAudience 2010 Participants 2010 Participants 2010 Participants 2010 Participants 2010 Participants 2010 Participants 2010 Participants WalkKill File 2011 Participants 2011 Participants 2011 Participants 2011 Participants 2011 Participants 2011 Participants 2011 ParticipantsSequence Email 1 Email 2 Email 3 Email 4 Email 5 Email 6 Email 7 19 weeks before 16 weeks before 13 weeks before 10 weeks before 7 weeks before 4 weeks before 1.5 weeks beforeTiming event event event event event event eventSend Date 06-May 27-May 17-Jun 08-Jul 29-Jul 19-Aug 02-Sep 12-Sep An exclusive invitation for last How your WWoH In less than a Time-sensitive A new year of 3 reasons you What does years WWoH dollars make a month/ informationMessage WWoH/ Team should sign up for WWoH mean to participants/ difference/ Countdown about this years captain invitation WWoH today you? Highlighting 2010 Survivor spotlight invitation WWoH Day of success Sign up online for Sign up online for Sign up online for Sign up online for Sign up online for Sign up online for Sign up online forCALL TO ACTION 2011 2011 2011 2011 2011 2011 2011Emails with Start a team Start a team Start a team Start a teamconditional ------------------ ------------------ ------------------ ------------------content for past Sign up online Sign up online Sign up online Sign up onlineteam captains proprietary and confidential
Coaching EmailsAudience All 2011 Participants WalkSequence Email 1 Email 2 Email 3 Email 4 Email 5 Email 6 Email 7 Email 8 Email 9 Email 10 Email 11 Email 12 Email 13 18 weeks 15 weeks 12 weeks 10 weeks 8 weeks 6 weeks 4 weeks 3 weeks 2 weeks 8 days 4 days Day 3 daysTiming before before before before before before before before before before before before after event event event event event event event event event event event WWoH eventSend Date 08-May 29-May 19-Jun 03-Jul 17-Jul 31-Jul 14-Aug 21-Aug 28-Aug 04-Sep 08-Sep 11-Sep 12-Sep 15-Sep Tip: Add Do your Tip: New ways An your Facebook How your 3 steps to The Successfu to update WWoH friends WWoH A WWoH fundraisin Why you 10 friends WWoH l Event ThankMessage g success fundraise WWoH on your URL to know that dollars and $10 totals so fundraisin team Details You with progress your youre help save challenge - tutorial far... g on Facebook so far email Walking lives Facebook signature this year? Which Double Ask 4 Donate team Share your new your Send Send member Personal your totals Create a Send an potential profile pic streams streams can raise Prepare Share donation/ WWoH today personal email donors on on on Ask 10 the most for the your update story on ------------- URL/ Add with 2 ------------- Facebook Day ofCTA page/ Facebook your ---- it to your Facebook key friends ---- / Send $ WWoH/ WWoH ------------- ------------- for $10 between Last email experienc send personal Personal email cancer Ask 8 streams ---- ---- now and push e/Survey emails page/ Tell donation/ signature facts new ------------- goal Goal this 6 friends send potential ---- weekend emails donors goal ? Updated $100+ personal Team Raised $ Team emails Team raised Team Team Team page Captains No goal online Captains No goal sent Captains online No goal Captains Captains Captains ------------- ------------- ------------- ------------- ------------- ------------- ------------- ------------- ------------- ------------- ------------- ------------- -------------Conditionals ----- ---- ---- ---- ----- ---- ---- ----- ---- ---- ----- ----- ----- Not Team goal $0 raised Team goal no emails Team >$100 goal Team Team Team updated Members personal online proprietary and confidential Members sent Members raised online Members Members Members page
The Phone can be irritating…“The bathtub was invented in 1850 and the telephone in 1875. In other words, if you had been living in 1850, you could have sat in the bathtub for 25 years without having to answer the phone” Bill DeWitt
But…“The telephone, which interrupts the mostserious conversations and cuts short the most weighty observations, has a romance of its own” Virginia Woolf
The phone and online? Prc nta eof G l Ris d - w a w a c ll e e g oa a e ithout nd ith a 100 90 Percentage of Goal Raised (%) 80 70 60 50 Percentage of Goal 40 Raised 30 20 10 0 1 2 1: without call; 2: with call
Further tests…• A phone test was conducted a second year with online event registrants…• The test group that received a phone call (2.5 minutes in length) raised $131.42 more than a registrant who did NOT receive a call
Online pledge pages andcalling…. Yoga In Motion Impact of Calling Participants $1,000 $920.09 $900 $800 $722.18 $700 Average Revenue ($) $600 Up 27.4% $500 $400 $300 Avg. Revenue $200 Per Participant $100 $- Not Called Called Action Taken
High touch…high gift amounts…• 20 board member pages• $237,534 raised ($143,000 by one board member)• Phone used to stimulate, manage, and help board members with their personal pages
The phone and pledge pages are beautiful partners… Average RaisedIncluding Inactive Participants No Call 1 call 2 calls $84.01 $187.59 $456.18Excluding Inactive Participants $140.30 $213.85 $596.54hjc Proprietary & Confidential 111
“MSF contact was perfect. I received one call that was meant to answer any of my questions and assist me in fundraising. It was great.” Participant Survey Respondent The number one rated interaction with MSF was the phone call over the three month campaign!hjc Proprietary & Confidential 112
What to say?• Thank you for registering• Can I help at all?• You’re doing a great job! Is the technology working for you? Any questions at all?• One week ‘til race day!• You’ve reached your fundraising goal! Let’s raise it.
And one last thing!• How do you convert your lapsed donors and pledge participants?• Very carefully!• You need to combine online, mail, and the phone• You need to come up with a monthly giving offer that is connected to their emotional, personal connection to the individual and ‘team’ experience of the event
Take our survey!Go online and fill out the survey! We’ll select 1 WINNER toreceive complimentary 1-hour pledge event fundraisingconsulting sessionhttp://www.surveymonkey.com/s/MKJWHWP
Thank you!• Mike Johnston firstname.lastname@example.org• Tara Irwin email@example.com• Mark McGrath firstname.lastname@example.org