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Using Engagement Tactics to Drive Event Results

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A Run Walk Ride Fundraising Council Webinar presented by Cassidy Richards of Charity Dynamics and Shana Masterson of the American Diabetes Association.

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Using Engagement Tactics to Drive Event Results

  1. 1. Using Engagement Tactics to DriveEvent Results
  2. 2. 2Your hosts• Cassidy Richards• Sr. Consultant, Charity Dynamics• crichards@charitydynamics.com• Shana Masterson• Associate Director, Interactive Fundraising &Engagement, American Diabetes Association• smasterson@diabetes.org
  3. 3. 3• How engagement impactsyour bottom line• Your fundraising VIP’s• Why Multi-Channel is vital• Develop your Multi-Channel Engagement Plan• Next Steps• QuestionsAgenda
  4. 4. 4Engagementbig return on investment
  5. 5. 5• Building relationships with your participants toincrease loyalty and fundraising• Communication• Community Building• Customer Service• Engagement must be ongoing• often campaigns begin and end withRecruitmentWhat is engagement?
  6. 6. 6• Fundraising growth outpaced participationgrowthEngagement impacts your bottom lineBlackbaud 2011 P2P Benchmark Report
  7. 7. 7Can you afford not to engage?Goal# Teams 125% of teams fundraising 80# Fundraising teams 100Fundraising Average $1,200Total Revenue $120,000+ Engage12585106$1,500$159,000- Engage1256581$1,000$81,000Sample Exercise
  8. 8. 8Step Out: Walk to Stop DiabetesFundraising Trend• Growth in participantnumbers pacing withoverall growth• Growth in fundraisingaverage – a direct resultof engagement.• $1M increase online• Opportunity for growth:More fundraisingparticipants (less $0)
  9. 9. 9• Returning Participants raise more money (a lotmore!)• It costs less to retain a team/participant thanrecruiting a brand new one!Can impact next year’s retentionBlackbaud 2011 P2P Benchmark Report
  10. 10. 10• 47% of donors give the majorityof their money to their favoritecharity• 30% of constituents fundraisefor their favorite charity at leastonce a year• Constituents tended to leveragemultiple digital access points(website, email and socialmedia) to fundraise,communicate and spread theword about their favorite charityFavorite Charity
  11. 11. 11How it relates to P2P worldTalk to friends and family 54%Encourage friends andfamily to donate40%Encourage friends andfamily to volunteer30%Forward an email 27%Forward an e-Newsletter 23%Share, like, or comment onFacebook22%The veryactions weneed ourP2Pparticipantsto take!
  12. 12. 12So…how can YOU become yourparticipant’s favorite event?
  13. 13. 13Your fundraising VIP’sAll fundraisers NOT created equal
  14. 14. 14Identify your VIP’s80% of revenue raised by 20% of participants. You have toknow who the 20% is before that becomes truly useful.• What does yourmost engaged/topfundraiser segmentlook like?• How do they preferto engage with you?• What are commonfundraisingbehaviors?• How did theyevolve over time?• What is connectionto mission:• What does yourleast engagedsegment look like?• How is thatdifferent from themost engaged?• Can you affectchange on them?
  15. 15. 15• Conducted exercise to identify topperformers• Team Captains• Red Striders• Champions• Impacts all communication and websitedecisionsStep Out VIPs
  16. 16. 16• First priority forearly registration• In-person visits• “Sneak peeks”• Recognition• Email segmentationStep Out VIPs
  17. 17. 17Step Out VIPs – Email Segmentation
  18. 18. 18• Once you identify your VIP segments, identifycommon traits and what is making themsuccessful• Use that information to prioritize your timeand inform your messaging and content• Goal is for ALL participants to duplicate whatmost successful groups are doing• Provide opportunities for VIP’s to share theirown successesDuplicate VIP success
  19. 19. 19Encourage Fundraising Behavior
  20. 20. 20Multi Channel EngagementStrategy
  21. 21. 21What is multi channel?EngagementEmailMobileWebsiteOfflineSocialMedia• Engage with your participants where they areengaging in their daily lives
  22. 22. 22• Each channel has a “mini-communications plan”that includes engagement campaigns• Email – Segmented, follow-up• Print – timing in regards to other channels• Social – Posts, imagery, cover photos, ads• Website – Content pages, action pages, promospaces, etc• Text• Phone/In-Person***Step Out Better Practices
  23. 23. 23Email• Important part of the plan-not theWHOLE plan• Email open rates are going down• Don’t assume that because you “toldthem” something via email that themessage was received• Planning to make your emails standout• Not everything has to be shiny,preplanned and group email...you can(and should) send individual emails!
  24. 24. 24Email Marketing putsthe focus on us.Email Engagement putsthe focus on ourconstituents.Constituent-Focused Emails
  25. 25. 25• Count the number of times the word “you”appears in your email.• Now count how many times you say theorganization’s name, the event name,“we”, “I” or “us”.• If “we/us” outnumbers “you”, it’s time tore-write your message.The “You” Test
  26. 26. 26CONTENT is KING,but AUDIENCE is justas important in EmailEngagement.“Even if you have permission to send an email,people will not open it, read it, or stay on your listvery long if the information you send isn’t relevantto them.”- Jeffrey Rice, MarketingSherpaAudience and Content
  27. 27. 27This Doesn’t Apply to Me• Overwhelm withirrelevant information• Reduce trust in theevent• Less actions taken,donations made, etc.• Over time, you aretelling people not toread your messages,to unsubscribe or mark you as spam!
  28. 28. 28Email- Make it relevant• Make it personal!• Participationtypes• Fundraisingbehaviors• Fundraisingresults• How they aremaking an impact• “Thanks for stepping upas a leader in the fightagainst Diabetes as ateam captain!• “Great job, Shana!You’ve reached yourfundraising goal andraised $1,000!• “You’ve taken theimportant first step ofupdating your personalpage. Now’s the perfecttime to spread the wordabout your participationby sending emails.”
  29. 29. 29Mobile*Info & Graphics from OrangeSODA and Microsoft Tag
  30. 30. 30Mobile – Step Out Goes Responsive!
  31. 31. 31Calls To Action on Mobile22% ofwebsitevisits viamobile vs.5% in 2012.
  32. 32. 32Mobile Email• Mobile isn’t just your website…how doyour emails render on mobile?BlueHornet “Consumer Views of Email Marketing” (2012)
  33. 33. 33• 35% of donors in the Nonprofit DonorEngagement Benchmark report visiting acharity’s website from a few times peryear to daily.• Website should serve as anchor for alldigital communications• Keep contact fresh: give them a reason tokeep coming backWebsite
  34. 34. 34Website
  35. 35. 35• Personalize theexperience• Recognizeactions alreadytaken• Prompt for nextsteps• Relevantinformation(local contact,etc)Website
  36. 36. 36• An additional spoke in your engagementwheel…if used correctly.• Only engagement if used as two-way,dynamic communication.• FOCUS!! Where are your participants?• Better to be really good at one than badat manySocial Media
  37. 37. 37Step Out Analytics*ROI*Considerablepercentage ofregistrations anddonationssourced throughFB.
  38. 38. 38Social Media power lies with audience
  39. 39. 39Social Media power lies with audienceProfile Photosfor Participants!Cover Photos for Participants!
  40. 40. 40• Pick 1-2 channels and master them• Create an editorial calendar to serve asguide• Monitor your channel daily and respond• Recognize VIP groups• Encourage and provide tools for crowdsourced contentTop 5 Ways to engage on social media
  41. 41. 41• Emerging technologies do not negate theimportance of conversations in person oron the phone• Phone calls: Step Out 24-Hour Challenge• Customer Service: Returning phone callsis an opportunity to turn it around ANDget to know your participant• Involve committee or other volunteersOffline Engagement
  42. 42. 42• Time constraints are reality so plan events thatprovide opportunities with multiple people atonce• Kick off events• Corporate Recruitment Events• Fundraising clinics• Training sessions (endurance/cycling events)• Web launch party• Volunteer call nightsMaximize offline opportunities
  43. 43. 43• Make your “Thank you” meaningful• 21% of donors from Nonprofit Donor EngagementBenchmark say they were never thanked• Don’t go dark• Use offseason to build your social media following• Creative communications around holidays/specialoccasions• Invite to other organization events throughout theyearPost Event (and ALL YEAR!)
  44. 44. 44Now that you have the tools…What’s Next?
  45. 45. 45Take Stock• Utilize data to identify VIP’s and corefundraising behaviors• Is my communication plan robust andmulti-channel?• Am I segmenting communications tocreate personal experience forparticipants?
  46. 46. 46• Prioritize based on resources, timing andcurrent status• Create calendar – used as a guide but beflexible• Include chosen channels• Dates• Segments• Message content• Take risks by testing segmentation and contentDevelop the Plan
  47. 47. 47• Use data to evaluate the effectiveness ofyour efforts thus far• Will help to create benchmarks forfuture• Be nimble and make tweaks as neededalong the way!Execute, Refine, Repeat!
  48. 48. 48Cassidy Richards:crichards@charitydynamics.comShana Masterson:smasterson@diabetes.org

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