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5 tools for success: How to turbo-charge your pledge based fundraising events


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How does an organization use new trends in social media; cross-channel marketing; and virtual events to turbo charge their pledge based fundraising in the 21st century?

This exciting session will look at meteoric rise of social networks and their role in pledge based events. We will explore how and why people make personal pages online and how they use digital photos, blogs, video, twitter and widgets to campaign, raise money, and build their own communities. In addition, this session will explore how to use the phone, online and mail to make more money from pledged based events. Finally, this session will give you some ideas on virtual pledge based events that really work.

This session will look at case studies from organizations like Doctors Without Borders, Mount Sinai and Princess Margaret Hospital Foundation

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5 tools for success: How to turbo-charge your pledge based fundraising events

  1. 1. 5 tools for success<br />How to turbo-charge your pledge based fundraising events<br />
  2. 2. TP2010<br />Tweeting today?<br />@hjcnewmedia<br />Follow us as... <br />Your presenters...<br /><br />Fundraising and Innovation Consultant, HJC<br /> <br />Doctors Without Borders USA<br />
  3. 3. Why a virtual event?<br />Lower cost, still meet fundraising goals<br />Higher net return<br />Chance to create a narrative<br />Opportunity to try out online tools and social media fundraising<br />4/14/2010<br />proprietary and confidential<br />3<br />
  4. 4. Quick Wins: personal pages for events…<br />
  5. 5. Quick Wins<br />
  6. 6. Average raised per committee member: $17,129.83<br />Top 3 committee fundraisers raised $189,252<br />Proprietary and Confidential<br />6<br />
  7. 7. What made it work?<br />Social network competition between committee members<br />High touch help for committee members e.g. meet personally with them; make their online pages; input their email addresses; steward them along the way with visits and calls<br />Worked so well, they are alternating virtual event every other year<br />hjc<br />7<br />Proprietary & Confidential<br />
  8. 8.
  9. 9. The ‘Virtual’ Event<br />Teams of fundraisers learn how closely their efforts affect emergency interventions by:<br />Getting an insider’s view of what it’s like to be on an emergency team through field blogs and situation reports from MSF staff<br /> Understanding how readily available funds enables MSF to react quickly in emergencies<br />4/14/2010<br />proprietary and confidential<br />9<br />
  10. 10. Goals<br />To acquire new donors/participants<br />Raise $125,000 for Emergency Relief Fund<br />Explore personal page fundraising viability for brand<br />Set MSF apart in the market with an innovative campaign<br />4/14/2010<br />proprietary and confidential<br />10<br />
  11. 11. Tool #1<br />Focus on mission and communicate a clear case for support<br />
  12. 12. Importance of mission<br /><ul><li>Be clear in your communications that:
  13. 13. the event generates revenue through fundraising
  14. 14. the higher the fundraising goal the more mission impact
  15. 15. Create an event that is relevant to your mission
  16. 16. Don’t run just to run! What does the run symbolize?
  17. 17. Virtual events work if tied to mission
  18. 18. Be There 1st
  19. 19. Walk in Their Shoes
  20. 20. Great Whale Trail
  21. 21. Event quality and customer service matter
  22. 22. Brand promise
  23. 23. Enthusiasm
  24. 24. Increased retention and satisfaction</li></ul>4/14/2010<br />proprietary and confidential<br />12<br />
  25. 25. Three steps<br />Identify the Need: “MSF tries to predict where emergencies may erupt, but is often called upon to respond at a moment’s notice.”<br />Identify the Work: “MSF relies on donations in order to act quickly and independently when a crisis arises.”<br />Identify your Vision: “To educate donors about our emergency medical response in the field and how donating to our Emergency Relief Fund is critical to our work.”<br />4/14/2010<br />proprietary and confidential<br />13<br />
  26. 26. Identify key messaging – What’s the offer?<br />Be There 1st key messages:<br />MSF tries to predict where emergencies may erupt, but is often called upon to respond at a moment’s notice.<br />On September 16th you can join the team and fundraise with MSF so that they can be there first when the next emergency happens.<br />Not only will you benefit a great cause, but you and your own team of friends, family, coworkers, and classmates will get “insider” experience of what it like to be there reacting to a crisis.<br />Your support means that MSF can continue to act independently and quickly in medical crises.<br />4/14/2010<br />proprietary and confidential<br />14<br />
  27. 27. Permeate this messaging across all communications<br />External marketing<br />Internal emails<br />Participant emails to donors<br />Encouragement emails<br />Thank you emails and calls!<br />4/14/2010<br />proprietary and confidential<br />15<br />
  28. 28. TOOL #2<br />Monitor your key predictors of success closely<br />
  29. 29. Key predictors of success<br /><ul><li>More participants correlate with higher revenue
  30. 30. But, it is important to recruit participants who FUNDRAISE – quality and quantity
  31. 31. Recruit participants early
  32. 32. Time as a participant means more donors
  33. 33. Focus on teams
  34. 34. Team participation correlates positively with increased fundraising and overall satisfaction
  35. 35. Teams participate year over year</li></ul>4/14/2010<br />proprietary and confidential<br />17<br />
  36. 36. More predictors<br />Watch fundraising goal increases & decreases<br />Those who increase their fundraising goal mean they have an affinity for fundraising and should be stewarded more intensely<br />Can you track how many emails each participant sends?<br />More emails means more donors! You get what you ask for!<br />4/14/2010<br />proprietary and confidential<br />18<br />
  37. 37. Use the registration form to capture key info<br /><ul><li>Team captains
  38. 38. How many team members do you expect?
  39. 39. Do they increase the team fundraising goal?
  40. 40. More personalized service, immediate telephone call (more on this later)
  41. 41. Team members
  42. 42. Do they increase their personal fundraising goal?
  43. 43. Are they the top fundraiser on their team?
  44. 44. Individuals
  45. 45. Consider a ‘singles’ board
  46. 46. Upgrade to a team
  47. 47. Corporate team
  48. 48. Matching gift option?</li></ul>4/14/2010<br />proprietary and confidential<br />19<br />
  49. 49. Encourage self-sponsorship at registration<br />19/20 top fundraisers for Be There 1st donated to themselves<br />25% of all donations (not-general) were self-donations<br />In many cases, participants made multiple donations to themselves.<br />4/14/2010<br />proprietary and confidential<br />20<br />
  50. 50. Be There 1st: Address Book Stats<br />The total number of addresses in all address books is 5,314.<br />Of that total, 2,062 were not sent anything (at least not through the Email Centre tool).<br />Only 38% of contacts uploaded were solicited for the campaign.<br />4/14/2010<br />proprietary and confidential<br />21<br />
  51. 51. 4/14/2010<br />proprietary and confidential<br />22<br />
  52. 52. Email Center Features<br /><ul><li>View campaign updates (emailing hints auto-populate to field with correct email addresses and appropriate message)
  53. 53. Send one of four varieties of template messages to your contacts (join, support (donate), follow-up, thank you). Users can edit these messages and preview before sending.
  54. 54. 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.</li></ul>hjc<br />Proprietary & Confidential<br />23<br />
  55. 55. Be There 1st: Email Center Stats<br /><ul><li>Support e-mail (please donate) sent to 2,724 recipients
  56. 56. Follow-up e-mail sent to 502 recipients
  57. 57. Thank you e-mail sent to 313 recipients
  58. 58. Invitation e-mail (please join) sent to 843 recipients
  59. 59. 200 of the support email recipients are marked as having donated, though some may have found their way to the form manually instead of clicking through the e-mail</li></ul>4/14/2010<br />proprietary and confidential<br />24<br />
  60. 60. TOOL #3<br />Talk to your fundraisers often by email AND THE PHONE<br />
  61. 61. Sit-reps & Emails<br />4/14/2010<br />proprietary and confidential<br />26<br />
  62. 62. 4/14/2010<br />27<br />proprietary and confidential<br />
  63. 63. Sit Reps v. Revenue v. Logins<br />4/14/2010<br />28<br />proprietary and confidential<br />
  64. 64. 4/14/2010<br />29<br />proprietary and confidential<br />
  65. 65. 4/14/2010<br />30<br />proprietary and confidential<br />
  66. 66. 4/14/2010<br />31<br />proprietary and confidential<br />
  67. 67. What did we learn?<br /><ul><li>Create more incentive for people to login (and fundraise) after reading sit-reps – Is there a final clue in the Fundraiser Center?
  68. 68. Keep sit-reps shorter, use bullets, read more online (many people reading on BlackBerry)
  69. 69. Incorporate fundraising tips in the emails rather than inside login area</li></ul>4/14/2010<br />proprietary and confidential<br />32<br />
  70. 70. Quote from MSF post-campaign survey<br />“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.”<br />Participant Survey Respondent<br />4/14/2010<br />proprietary and confidential<br />33<br />
  71. 71. MSF Calling: Difficult to determine results<br /><ul><li>Interns handled the participant calling for the most part.
  72. 72. There was communication from other staff to some participants that was not recorded.
  73. 73. MG donors and staff were put on the DO NOT CALL list.
  74. 74. Because of lack of resources, the top 10 fundraisers were called a second time. Self-fulfilling prophecy?</li></ul>4/14/2010<br />proprietary and confidential<br />34<br />
  75. 75. Results are positive<br />4/14/2010<br />proprietary and confidential<br />35<br />
  76. 76. Calling works!<br />4/14/2010<br />proprietary and confidential<br />36<br />
  77. 77. Why do we want to call people?<br />27.32% of overall revenue raised over the 6 days after calling…<br />
  78. 78. When to Call?<br />
  79. 79. What to say?<br />Thank you for registering<br />Can I help at all?<br />You’re doing a great job! Is the technology working for you? Any questions at all?<br />One week ‘til race day!<br />You’ve reached your fundraising goal! Let’s raise it.<br />
  80. 80. Don’t forget them after the event!<br />Get them enrolled for next year as soon as it is finished<br />A participant survey shows you care about their experience and making it better<br />Update throughout the year on improvements or exciting updates<br />Target past participants first!<br />4/14/2010<br />proprietary and confidential<br />40<br />
  81. 81. TOOL #4<br />Make using social media simple for your fundraisers<br />
  82. 82. Viral campaigns<br />Don’t fall into the trap of wanting to go viral without preparation<br />Your social media supporters will see through the ask<br />Build up your supporters well in advance of a campaign<br />4/14/2010<br />proprietary and confidential<br />42<br />
  83. 83. 4/14/2010<br />proprietary and confidential<br />43<br />
  84. 84. 4/14/2010<br />44<br />proprietary and confidential<br />
  85. 85. Widgets<br />4/14/2010<br />proprietary and confidential<br />45<br />
  86. 86. Recommendations<br /><ul><li>Build your presence before your event
  87. 87. Designate someone to manage social media full-time. TWEET your successes and thank you’s!
  88. 88. Create opportunities for fundraisers to recruit team members and donors through Facebook.
  89. 89. Fundraising widgets with high usability
  90. 90. Show your network!</li></ul>4/14/2010<br />proprietary and confidential<br />46<br />
  91. 91. Identify champions to blog!<br />Do you have true event champion with lots of fundraising success and a story to share?<br />Would they be willing to blog throughout the campaign about their successes, tips for fundraising, etc?<br />A great resource and motivation for other team captains<br />4/14/2010<br />proprietary and confidential<br />47<br />
  92. 92. Tool #5<br />Use incentives appropriately<br />
  93. 93. Appropriate use of incentives<br /><ul><li>Know your donors
  94. 94. Early bird!
  95. 95. Should be nominal or entries/credits
  96. 96. Recognize teams/groups
  97. 97. Reward team recruitment
  98. 98. Recognition and public acknowledgement is an incentive! </li></ul>4/14/2010<br />proprietary and confidential<br />49<br />
  99. 99. Any questions?<br />Fire them at us!<br />4/14/2010<br />proprietary and confidential<br />50<br />