Netwits Know How: Event Fundraising Analyzing event Results<br />
Q &A<br />You can ask a question at any time using the Q&A chat box at the top of your screen. All questions will be answe...
Presenters<br />Donna Wilkins, President & CEO, Charity Dynamics<br />Ian Gruber,Product Manager, Blackbaud Inc.<br />
Provides online solutions to non-profit organizations<br />Strategy, Implementation, and Web Development<br />Boundless Fu...
Netwits Know How Event Webinar Series<br />Know-How on Planning Next Year’s EventJoin us as we cover all the critical deta...
Goals and Plans<br />Determining success<br />Season Preparation<br />Segments and groups<br />Actionable metrics<br />Mid...
Lifecycle of an Event<br />
Objective<br />Set feasible goals and high level strategic plans for achieving those goals<br />Returning event<br />Ident...
Segmentation & Groups<br /><ul><li>Start season with buckets of most valuable revenue segments mind:
Participants
Sponsors
Committees
Forecasting Tools/Event Performance Archive</li></li></ul><li>Goal Setting Exercise<br />Break out Key Segments from last ...
Event Performance Archive<br />Develop archiving tools <br />so that year on year <br />reporting is right at <br />your f...
Core Metrics<br />A set of data that measures the success and projected success of your event<br />Snapshot of event’s per...
Summary of Actionable Core Metrics<br />Number of registrations/participants (and source they’re coming from)<br />Number ...
Mid-Season: Detailed Core Metrics<br />Participant Behavior<br /><ul><li>Team size and fundraising performance
Number of emails sent
Personal Pages Updated (Coming Soon!)
Adoption of Facebook Badge
Use of Twitter or YouTube (Coming Soon) </li></ul>Segments<br /><ul><li>Core segments as defined entering into season
Upon analysis, any segments that pop up different than initial list</li></ul>Overall Event Gauge<br /><ul><li>Donation $ r...
Number of donations received
Number of participants
Source performance
Site traffic
Number of Teams</li></ul>Detailed Participant Metrics<br /><ul><li>Average donation amount
Donation $ / participant
Donation # / participant
Emails sent / participant</li></li></ul><li>Determines your event’s overall success; important to look at curve mid-season...
Compare to LY
Giving pattern
Plot event date
Plot marketing pushes
Note changes
Compare days, not dates</li></ul>‘08 launched social networking strategy<br />
Upcoming Event Comparison Report<br />Allows easy comparison of daily stats:<br /><ul><li> Count of registrations
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Netwits Know How Analyzing Event Results Final

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  • Netwits Know How Analyzing Event Results Final

    1. 1. Netwits Know How: Event Fundraising Analyzing event Results<br />
    2. 2. Q &A<br />You can ask a question at any time using the Q&A chat box at the top of your screen. All questions will be answered at the end of the presentation.<br />
    3. 3. Presenters<br />Donna Wilkins, President & CEO, Charity Dynamics<br />Ian Gruber,Product Manager, Blackbaud Inc.<br />
    4. 4. Provides online solutions to non-profit organizations<br />Strategy, Implementation, and Web Development<br />Boundless Fundraising Facebook and iPhone applications<br />Clients include American Heart Association, Lance Armstrong Foundation, Chesapeake Bay Foundation, World Bicycle Relief, MZA Events, Alzheimers Association, and Arthritis Foundation<br />Specialized expertise in maximizing results for Friends Asking Friends event registration, fundraising, and retention<br />Offices in Austin, NYC, and DC<br />Charity Dynamics<br />
    5. 5. Netwits Know How Event Webinar Series<br />Know-How on Planning Next Year’s EventJoin us as we cover all the critical details so your first event can be a tremendous success or your next event can be your best ever. <br />Know-How on Converting Offline Participation to Online ParticipationWe&apos;ll cover cross-channel recruitment strategies, email collection efforts, offline data management, using online tools, and developing better online event communities. <br />Know-How on Designing an Event Email Marketing StrategyJoin us as we talk about maximizing the impact of this fundraising staple. We will cover topics including email timing, frequency, and design. <br />Know-How on Analyzing Event Results Discover best practices for performing detailed analyses of event data. Use the data to translate one year&apos;s achievements into next year&apos;s success and into overall success in your donor acquisition and cultivation strategies. <br />Know-How on Using Twitter®, Facebook®, and YouTube® to Enhance Your Event’s ImpactLearn how to leverage the power of these social media giants, which can offer unparalleled ways to efficiently extend your reach. December 18 at 2:00 p.m. ET — Register Today!<br />
    6. 6. Goals and Plans<br />Determining success<br />Season Preparation<br />Segments and groups<br />Actionable metrics<br />Mid-Season<br />Metrics to watch and act upon; how to impact performance<br />Post-Season<br />In-depth analysis of event and planning for next year<br />Planning, forecasting and setting next year’s goals<br />Questions & Answers<br />Analyzing Event Results<br />
    7. 7. Lifecycle of an Event<br />
    8. 8. Objective<br />Set feasible goals and high level strategic plans for achieving those goals<br />Returning event<br />Identify key Segments & Groups & evaluate their performance<br />Growth in participation and fundraising success<br />More participants fundraising<br />Retain participants year to year<br />Acquire new participants and new donors<br />Goal Setting Exercise<br />Determined by last year’s results with projections for new year taken into consideration<br />Take into account current revenue mix and target growth areas<br />New event<br />Set benchmarks for first year<br />Number of participants, fundraising, ROI<br />Pre Event Planning- Goals and Plans<br />
    9. 9. Segmentation & Groups<br /><ul><li>Start season with buckets of most valuable revenue segments mind:
    10. 10. Participants
    11. 11. Sponsors
    12. 12. Committees
    13. 13. Forecasting Tools/Event Performance Archive</li></li></ul><li>Goal Setting Exercise<br />Break out Key Segments from last year<br />Project Growth or Decline, evaluate as %<br />What strategic plans or Game Changers are going to enable growth in your Key Segments<br />What strategies are we going to implement to grow Company Revenue by 200%?<br />
    14. 14. Event Performance Archive<br />Develop archiving tools <br />so that year on year <br />reporting is right at <br />your fingertips – <br />overlay your marketing <br />calendar<br />
    15. 15. Core Metrics<br />A set of data that measures the success and projected success of your event<br />Snapshot of event’s performance<br />Measure against your goals/plan for the season and against last year<br />Actionable metrics<br />The metrics you have the ability to influence via your marketing tactics<br />Participant Behavior can be influenced mid season<br />Mid-Season: (Actionable) Core Metrics<br />
    16. 16. Summary of Actionable Core Metrics<br />Number of registrations/participants (and source they’re coming from)<br />Number of donors and $ value of donors<br />Number of teams, team captains and $ raised by teams<br />Site traffic and conversion rate<br />Participant emails sent (Tweets & Facebooks posts- Coming Soon!)<br />Number of Committee Members & $ raised<br />Number of Sponsors & $ raised<br />Tools for immediate impact<br />Retention, Recruitment and Engagement Emails<br />Social Media Toolkit & Facebook Badge<br />Participant Emails<br />Fundraising Contests, prizes, or challenges<br />Website<br />Phone calls<br />Mid-Season<br />
    17. 17. Mid-Season: Detailed Core Metrics<br />Participant Behavior<br /><ul><li>Team size and fundraising performance
    18. 18. Number of emails sent
    19. 19. Personal Pages Updated (Coming Soon!)
    20. 20. Adoption of Facebook Badge
    21. 21. Use of Twitter or YouTube (Coming Soon) </li></ul>Segments<br /><ul><li>Core segments as defined entering into season
    22. 22. Upon analysis, any segments that pop up different than initial list</li></ul>Overall Event Gauge<br /><ul><li>Donation $ raised
    23. 23. Number of donations received
    24. 24. Number of participants
    25. 25. Source performance
    26. 26. Site traffic
    27. 27. Number of Teams</li></ul>Detailed Participant Metrics<br /><ul><li>Average donation amount
    28. 28. Donation $ / participant
    29. 29. Donation # / participant
    30. 30. Emails sent / participant</li></li></ul><li>Determines your event’s overall success; important to look at curve mid-season to assess performance and adjust tactics<br />Mid-Season: Donation $ Raised<br /><ul><li>Measure against last year
    31. 31. Compare to LY
    32. 32. Giving pattern
    33. 33. Plot event date
    34. 34. Plot marketing pushes
    35. 35. Note changes
    36. 36. Compare days, not dates</li></ul>‘08 launched social networking strategy<br />
    37. 37. Upcoming Event Comparison Report<br />Allows easy comparison of daily stats:<br /><ul><li> Count of registrations
    38. 38. Count of donations
    39. 39. $ of donations
    40. 40. $ of registrations</li></ul>Graphical Comparison & Tabular Comparison<br />Countdown to event date orientation & 90 days post event<br />
    41. 41. Evaluate sources for registering participants; what is seeing the most success, what is underperforming expectations, how to leverage top performers<br />Mid-Season: Source Performance<br />
    42. 42. Use the immediacy of online presence to influence event performance<br />Key tactics highlighted in Designing an Event Email Marketing Strategy<br />Website<br />Retention, recruitment and engagement emails<br />Participant emails<br />Other media/partner ads<br />Social networks<br /><ul><li>Fundraising contest</li></ul>Social Bookmarking<br /><ul><li>AddThis</li></ul>Prizes<br />Phone calls / mail<br />Surveys<br />Mid-Season: Changing the Trends<br />
    43. 43. Scenario 1 – Event Registrations<br />Metric measured: overall event registrations<br />Result: registrations are down 15% from the same point last year <br />Possible tactics to deploy: <br />More aggressive promotion of event’s web site on event home page<br />Additional recruitment/retention emails<br />Viral marketing push – via eCards or social networks<br />Mid-season: Changing the trends<br />
    44. 44. Giving your event valuable real estate on your organization’s homepage<br />Mid-season: Changing the trends<br />
    45. 45. Highlight and promote your presence on Social networks<br />Update status on Facebook<br />Timely information on event central<br />Twitter news updates<br />Videos on YouTube<br />Flickr photo albums<br />Fundraising contest via Facebook – competition; incentives<br />Mid-season: Changing the trends<br />
    46. 46. Scenario 2 – Teams<br />Metrics measured: # of teams, average team size, team donation totals <br />Result: # of teams is up slightly, average team size and donation totals are down<br />Possible tactics to deploy: <br />Targeted emails to team captains re: recruiting new members<br />Targeted emails to team members encouraging competition<br />Promotion of team captain kits, team events<br />Mid-season: Changing the trends<br />
    47. 47. Team emails, team leader kits<br />Mid-season: Changing the trends<br />
    48. 48. Competition/incentives<br />Highlight fundraising prizes and incentives<br />Highlight any competitive components to your event<br />Periodically send out the list of top fundraisers – both teams and individuals<br />Highlight/spotlight top fundraising teams and individuals<br />Mid-season: Changing the trends<br />
    49. 49. Scenario 3 – Donations<br />Metrics measured: # of donors per participant, average donation amount per donor<br />Result: # of donors per participant is on par with last year, average donation amount is down 25%<br />Possible tactics to deploy: <br />Additional sample messages for participants that encourage reaching out to new donors (ex: co-workers)<br />Suggestion of ‘talking points’ for participants (ex: ‘would you consider bringing your lunch to work for a week and making a donation to support my efforts instead?’)<br />Contests to encourage a ‘spike’ in fundraising activity<br />Matching Gifts push!!<br />Mid-season: Changing the trends<br />
    50. 50. Use the same core metrics as mid-season, and ask the questions:<br />Review results to determine SWOT: Strengths, Weaknesses, Opportunities and Threats<br />Ask questions:<br />Why did our event end with a particular set of results?<br />Did we deploy mid-season tactics, and did they work??<br />What was different than last year?<br />Same number of events?<br />Same schedule?<br />What channels were added?<br />What marketing tactics and strategies were added?<br />What segments over/under-performed expectations and LY?<br />Post-Season: Ask Questions and Analyze<br />
    51. 51. Use the same core metrics as mid-season to create rankings:<br />Top-Ten Lists (and Bottom-Ten Lists)<br />donation $ and donation #s <br />Segments<br />Groups and behavior<br />Teams and participants<br />Social networks<br />New initiatives<br />Sources of registrations<br />Post-Season: Lists of Ten<br />
    52. 52. High-level review of season-end performance – choose segments and measure core metrics year on year, to goals and plan<br />Measure data once fundraising has closed<br />Measure against plan/goals by segment<br />Focus on metric per participant since participation numbers changes year on year and segment to segment<br />Post-Season: Core Metrics (Apples to Apples)<br />
    53. 53. Post-Season: Final Performance Curves<br />2009 Plan<br />$32.5k<br />Determines your event’s overall success; determine variations to the rate of giving<br />May 2, 2009<br />$24.9k<br />May 1, 2008<br />$17.5k<br />
    54. 54. If participation (or segment) numbers have changed year on year; $/participant will level that change and show individual productivity. <br />Use these results to guide next year’s suggested fundraising levels.<br />Post-Season: Segment Performance<br />
    55. 55. Emails sent/participant indicates your best marketers with those that spread the word on behalf of the organization and potentially reach more donors.<br />Are new participants sending more or less than repeat? Ask why? <br />Post-Season: Segment Performance<br />
    56. 56. Review channels and segments to see donor composition – new v. repeat.<br />Determine point of success for event. <br />New donors keep Housefile growth improving and event growing; repeat donors generally give more and continue an ongoing relationship with the organization<br />RETENTION<br />ACQUISITION<br />HOUSEFILEGROWTH<br />Post-Season: Donor Composition<br />Social Media<br />Online<br />Offline<br />
    57. 57. Post-Season: Participant Composition<br /><ul><li>Keep an eye on participant segments to gauge overall health of event and performance/fundraising make-up of participants.
    58. 58. Develop plan to build/grow strongest segments and keep event growing with the most productive participants.</li></li></ul><li>Post-Season: SWOT<br />
    59. 59. Apply insights to next year’s plan<br />Build fundraising pro forma based on historical numbers and metrics<br />Factor for goals and organization/event initiatives<br />Develop mid-season tools for quick measuring of numbers<br />Post-Season Survey: Collect quantitative and qualitative information from participants and apply learnings to next year<br />Post-Season: Looking Ahead<br />
    60. 60. Questions & Answers<br />
    61. 61. Thanks!<br />For more information, contact us at <br />solutions@blackbaud.com<br />Or 1.800.443.9441<br />info@charitydynamics.com<br />Or 512-241-0561<br />

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