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Artez Interactive - Event Bootcamp: Fundamentals and Donor Data Analytics


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"We have 150% more participants this year. That's awesome!" Or is it?

What are your participants doing for you? Are they adding to your headcount for the event photo, or are they significantly contributing to your mission by generating revenue, awareness and advocates?

During this 1 hour live webinar, Event 360's Jeff Shuck will outline key metrics you should be evaluating, and will demonstrate how understanding a few critical pieces of data can make a substantial impact on the financial success of your event.

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Artez Interactive - Event Bootcamp: Fundamentals and Donor Data Analytics

  1. 1. Event Bootcamp: Fundamentals of Participant & Donor Data Analytics
  2. 2. Our Presenters Jeff Shuck Mark Sutton President & CEO President Event 360 Artez Interactive US
  3. 3. Webinar Tips  This webinar is being recorded and will be available on our website shortly  If you have any technical troubles, please use the “chat” feature  We will take all questions at the end. Please use the “raise hand” or “chat” feature to ask a question.
  4. 4. Fundamentals of Participant and Donor Data Analytics May 12, 2010
  5. 5. Event 360 is an Event Fundraising Company We help nonprofits use the art and science of event fundraising to create powerful experiences that drive giving, loyalty and awareness. Our strategic consulting services encompass analytics, event strategy & production, fundraising and IT, among other capabilities. © Event 360 | Page 5
  6. 6. AGENDA  About analytics  Important metrics  Basics of segmentation  A working example  Questions © Event 360 | Page 6
  7. 7. ABOUT ANALYTICS  Using data to improve decision-making  Don’t be afraid of your data!  It won’t hurt you  You won’t break anything  Even small explorations can yield big insights  You already own a powerful data analysis tool © Event 360 | Page 7
  8. 8. THE PARETO PRINCIPLE  In any fundraising initiative, the bulk of the dollars come from a subset of the donors  Event fundraising is the same – not all the participants are equal from a fundraising perspective  Our goals are two-fold:  Identify and target those most likely to raise money  Raise the overall level of fundraising activity for everyone © Event 360 | Page 8
  9. 9. AN EVENT CULTURE © Event 360 | Page 9
  10. 10. A GROWING FUNDRAISING CULTURE © Event 360 | Page 10
  11. 11. Mission Revenue Gifts Donors Participants Event © Event 360 | Page 11
  12. 12. IMPORTANT TOPLINE METRICS  Total revenue, participants, and donors  Revenue versus fundraising revenue  Fundraising revenue per participant  Gift size per donor  Percentages: o $0 participants o Goals o Teams o Emails sent  Board and staff involvement  Be aware of average versus median! © Event 360 | Page 12
  13. 13. THE WHAT AND WHY OF SEGMENTATION  Segments are smaller groups of the larger whole  Segments are necessary because not everyone is the same o Being everything to everyone makes you nothing to no one o Different messages resonate differently with different people o Different messages are more effective at different stages  Segmentation involves looking at the overall population, breaking it into subgroups, and targeting them differently  Just as not everyone in your geographic area participates in your event, not every participant in the event acts the same way © Event 360 | Page 13
  14. 14. SOME BASIC SEGMENTS  Zip code  Relationship to cause  Runner versus walker  Amount raised  Goal status  Team status  Email activity © Event 360 | Page 14
  15. 15. A WORKING EXAMPLE © Event 360 | Page 15
  16. 16. QUESTIONS © Event 360 | Page 16
  17. 17. CONTACT Jeff Shuck President & CEO Event 360, Inc. 773.247.5360, x200 © Event 360 | Page 17
  18. 18. More Webinars for You From Donor Acquisition to Fundraising: Performance Benchmarks for Nonprofits (feat. Cornerstone) May 19th @ 1 pm ET (North America) Paypal Australia & Charities: a Partnership for Good Down Under (feat. Paypal Australia) May 19, 2010, 10:00 AM Eastern Standard Time (New South Wales) Register at Check out more webinars at
  19. 19. Contest May Month of Madness at Artez We want you to join our Facebook Fan Page to keep up on the latest news about Artez events & product enhancements, but we also want you to get something extra-awesome… Fan us on Facebookand when we post this week’s book - be the first person to post a comment on our posted link! And, it’s yours! We’ll mail it to you wherever you are. Last week’s winner was from Scotland!
  20. 20. Thank you Become our friend on Facebook: /artezinteractive Follow Artez on Twitter: @artezonline Check Out “Digital Fundraising Podcast” on iTunes