WCS Summit 2011

313 views

Published on

Published in: Sports, News & Politics
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
313
On SlideShare
0
From Embeds
0
Number of Embeds
21
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • JB Introduce Debbie + Jessica. Introduce prize word.
  • JB
  • JB
  • JB Source: 2010 Run Walk Ride Fundraising 30 Summary, http://runwalkride.com/page.asp?ID=934
  • JB
  • DS, slides 6-16
  • WCS had held the Run for the Wild for two years and was planning for the third.
  • Penguins were chosen by WCS supporters in an online vote immediately after 2010’s race
  • Strong! Raised $50k more than goal and $68,585 more than 2009 -- a 65.3% increase just in donations! Race registration sold out the week of the event. 2009 -- $105,000 raised in donations, $102,324 in registration, and $120,000 in sponsorship. This chart just shows revenue generated from donations.
  • So many ideas, so little staff time Goal: drop what isn't getting results, put more effort on places of opportunity
  • Take away: drop later messages & focus on messaging around discounted entry, which has a natural deadline.
  • Take away: focus on early registration
  • Take away: so little activity in the beginning. really need to get people started sooner.  
  • Take away: need to opt people in to messaging
  • Really cool -- but only for the top performers
  • Only 21% of participants were actually fundraising. Take away - need to get more people raising money!
  • JB till end Give a prize to people who come up with something we actually did in 2011!
  • We started digging in during December to the Team Raiser set up, combing through for ways to optimize. One of the first things we did was opt in all race registrants -- and look at what a huge difference that had, right off the bat!
  • We created some smaller prizes that would be more achievable for smaller-dollar fundraisers. Kept ONE big one for top fundraiser and focused just on promoting this among the leading contenders (sent weekly message to top 10 fundraisers letting them know where they stood to inspire a little friendly competition)
  • Plus, we build structure around prizes, including editing all autoresponders to add prize info into them and message to forward to friends reminding them of prizes in all email messaging (like this example!)
  • Tracked EVERYTHING once we began promoting the race in January.
  • Immediately saw that more folks were fundraising earlier but still felt we could get more out of early fundraisiers So we incentivized early fundraising - prize for fastest fundraisers and promoted in auto responder after registration Also pushed the folks not raising any money: -- automatic message to everyone who raised $0 14 days after registering -- added specific content in email messaging for $0 fundraisers (bolded red text) -- in all of above remind them what they can get with just $30 donation & encourage them to give to themselves to get started Kept pushing those prizes in outbound messaging! (Next slide: sample of email with conditional content/ callout box with prizes)
  • Example of pushing $0 fundraisers 14 days after registering
  • Example of pushing the prizes in messaging
  • Also integrated with Facebook for an extra punch using Charity Dynamics app
  • Slide is just donations. Overall #s including registrations and sponsorships just as dramatic… 2009 Run: $105,000 in donations; $102,324 in registration; $120,000 in sponsorships; $327,324 total 2010 Run: $181,100 in donations; $129,600 in registration, $175,000 in sponsorships; $485,600 total 2011 Run: $340,050 in donations; $162,108 in registration; $257,500 in sponsorships; $759,658 total (56% increase overall)
  • Follow the money -- If it’s not working, don’t do it - and free up staff time to pursue other ideas. Get that first gift -- if your event requires fundraising, do whatever you can to get them to go one step above the minimum Structre your incentives -- they need to feel accessible and desirable. For WCS that meant animal-themed prizes. And then build them into every touch point - automated messaging, outbound emails, registration landing pages, participant center, etc. Use other Convio tools -- For example, automated messages - outside Team Raiser - like WCS' automatic email to folks that haven't raised any money 14 days after registering
  • Break into smaller groups if lots of time, if not, just large group Ask: What's worked for you? How do you get more people to fundraise for your event?
  • WCS Summit 2011

    1. 1. t Presented by: Debbie Schneiderman, WCS Jessica Bosanko, M+R Strategic Services Get a Laser-like Focus Learn How to Get the Most out of Your Event
    2. 2. Let’s Warm Up
    3. 3. And don’t forget proper nutrition! © 2011 Convio, Inc.
    4. 4. Why we’re all here <ul><li>Events are big money! </li></ul><ul><li>36,968 events last year </li></ul><ul><li>The top 30 events generated $1.65 billion in gross revenue from 11.3 million participants </li></ul>© 2011 Convio, Inc.
    5. 5. How many of you… <ul><li>… are directly involved in event fundraising? </li></ul><ul><li>… use prizes for your events? </li></ul><ul><li>… set a public goal for your events? </li></ul>© 2011 Convio, Inc.
    6. 6. Setting the Scene <ul><li>November, 2010 </li></ul>
    7. 7. WCS’ Run for the Wild <ul><li>5K Run and Fun Run </li></ul><ul><li>$35 registration fee </li></ul><ul><li>No fundraising requirement (suggested goal of $250) </li></ul><ul><li>Held at the Bronx Zoo </li></ul><ul><li>- Includes zoo access for the day! </li></ul>© 2011 Convio, Inc.
    8. 8. What are we racing for? <ul><li>2009: Gorillas </li></ul><ul><li>2010: Tigers </li></ul><ul><li>2011: Penguins </li></ul>© 2011 Convio, Inc.
    9. 9. 2010 Donation Results © 2011 Convio, Inc.
    10. 10. … But, could we do better?
    11. 11. 2010 Registration Messaging Performance © 2011 Convio, Inc. Date Message Name Emails Sent Registrations Registration Response Rate 1/8/10 2010 Past Participant Announcement/Early Bird Discount 2,003 106 5.42% 1/14/10 2010 Members Announcement 52,444 56 0.11% 1/14/10 2010 Zoo Subscribers Announcement/Early Bird Discount 146,558 26 0.02% 1/28/10 Last Chance for Early Bird 2010 111,820 122 0.11% 2/11/10 Year of the Tiger Registration Promotion 150,991 86 0.06% 3/8/10 RFTW Top Prize for recruitment 1,760 28 1.60% 3/19/10 Spring Registration Discount 149,077 44 0.03%
    12. 12. Performance of Registrants © 2011 Convio, Inc. Registration Month Participants Total Raised (Reg. & Donations) Just Donations Per Person Total Raised January 785 $53,323 $35,653 $68 February 569 $39,033 $25,468 $69 March 1,123 $79,752 $52,267 $71 April 2,241 $117,967 $60,197 $53
    13. 13. 2010 Gifts by Date © 2011 Convio, Inc.
    14. 14. 2010 Registrants vs. Email Recipients © 2011 Convio, Inc.
    15. 15. 2010 Prizes <ul><li>Top Individual Fundraiser - Tiger Breakfast </li></ul><ul><li>Top Team Fundraisers </li></ul><ul><ul><li>First Prize - Giraffe Breakfast </li></ul></ul><ul><ul><li>Second Prize - Animal Meet-and-Greet </li></ul></ul>© 2011 Convio, Inc.
    16. 16. 2010 Participants and Fundraising © 2011 Convio, Inc.
    17. 17. So, what would you do?
    18. 18. Getting to Work <ul><li>Prepping for Run for the Wild 2011 </li></ul>
    19. 19. We optimized… © 2011 Convio, Inc.
    20. 20. … And revamped our prizes <ul><li>$30 – Run for the Wild T-Shirt </li></ul><ul><li>$100 – WCS Penguin Water Bottle </li></ul><ul><li>$250 – Hard Rock Café Limited-Edition Pin </li></ul><ul><li>$500 or more – Penguin Plush & Chance to name a Penguin! </li></ul>© 2011 Convio, Inc.
    21. 21. © 2011 Convio, Inc.
    22. 22. And then we watched… © 2011 Convio, Inc.
    23. 23. … And adjusted. <ul><li>Incentivized early fundraising </li></ul><ul><li>Pushed those who hadn’t started yet </li></ul><ul><li>Continued promoting the prizes ! </li></ul>© 2011 Convio, Inc.
    24. 24. © 2011 Convio, Inc.
    25. 25. © 2011 Convio, Inc.
    26. 26. © 2011 Convio, Inc.
    27. 27. The Payoff
    28. 28. Registration: 2010 vs. 2011 © 2011 Convio, Inc.
    29. 29. Donations: 2010 vs. 2011 © 2011 Convio, Inc.
    30. 30. Total Raised from Donations: 2010 vs. 2011 © 2011 Convio, Inc.
    31. 31. % Fundraising: 2010 vs. 2011 © 2011 Convio, Inc.   Total Raised from Donations % that received 1+ gifts % that received 1 gift exactly % that received 2+ gifts Average per fundraiser 2010 $ 181,100 21% 9% 12% $164 2011 $ 340,050 35% 17% 18% $143 % change 88% 65% 84% 52% -13%
    32. 32. So what should you do?
    33. 33. Lessons Learned <ul><li>Follow the money. </li></ul><ul><li>Get that first gift. </li></ul><ul><li>Structure your incentives to motivate people. </li></ul><ul><li>Use other Convio tools! </li></ul>© 2011 Convio, Inc.
    34. 34. Help us plan next year!

    ×