Analysing your Events
The Metrics and Stats You Should Know
• What makes an event successful?
• Measuring the right things
• Beyond measuring – putting numbers into action
Our Agenda
Why do we do events?
Q: How do you know if your event has been
successful?
- Good turn out
- Everyone looks happy
- No disasters
- We met our f...
“What's measured improves”
― Peter F. Drucker
• Be clear on what defines success
• Keep it simple
• Keep consistent tools to measure
• Monitor regularly over time
Tips ...
Key Numbers to Know
• Number of participants
• Number of repeat participants
• Number of new participants
• Average donati...
Advanced Numbers to Know
• Number of non-fundraising participants
• Number of active participants
• Number of “good” fundr...
Strategy Metric Reasoning
Retain as many
people as you can
Retention rate (of
participants, team
captains, team
members)
R...
Strategy Metric Reasoning
Encourage
participants to
personalise their
fundraising page
Percent of personal
pages with imag...
Event Optimisation Step by Step
1. Event Creation
2. Acquisition
Create the opportunity
3. Activation
Maximising the
potential of the event
4. Conversion
...
Goal:
Create Great Events
that are also
Great Fundraisers
Thank you!
To learn more about Heroix, visit
www.blackbaud.co.uk/heroix
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Metrics and Stats to Understand Your Fundraising Event

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What makes an event successful?
Set objectives, define goals, monitor and review. These top metrics will get you started on analyzing the right kind of data from your fundraising events.

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Metrics and Stats to Understand Your Fundraising Event

  1. 1. Analysing your Events The Metrics and Stats You Should Know
  2. 2. • What makes an event successful? • Measuring the right things • Beyond measuring – putting numbers into action Our Agenda
  3. 3. Why do we do events?
  4. 4. Q: How do you know if your event has been successful? - Good turn out - Everyone looks happy - No disasters - We met our fundraising targets
  5. 5. “What's measured improves” ― Peter F. Drucker
  6. 6. • Be clear on what defines success • Keep it simple • Keep consistent tools to measure • Monitor regularly over time Tips When Starting
  7. 7. Key Numbers to Know • Number of participants • Number of repeat participants • Number of new participants • Average donation size • Total amount raised vs expenditure
  8. 8. Advanced Numbers to Know • Number of non-fundraising participants • Number of active participants • Number of “good” fundraisers (receive 1-5 gifts) • Number of “great” fundraisers (receive 5+ gifts) • Amount raised online vs offline
  9. 9. Strategy Metric Reasoning Retain as many people as you can Retention rate (of participants, team captains, team members) Returning fundraisers generally raise more money, especially team captains. Recruiting new participants every year can take more effort than retaining existing supporters. Encourage participants to fundraise Percent of participants who fundraise/percent zero dollar fundraisers Post event surveys revealed the number one reason participants didn’t fundraise in 2012 was “No one asked me to”. Changes to communication strategies and messaging can remedy this oversight. Encourage self- donation Percent of participants who donate to themselves Foster a fundraising culture around your event, starting with event participants
  10. 10. Strategy Metric Reasoning Encourage participants to personalise their fundraising page Percent of personal pages with image and/or story personalised A personal story is more likely to inspire friends and family to make a donation. The effort to personalise the page also increases the likelihood a fundraiser will share the page. Encourage fundraisers to send email and post to social networks Number of emails/social media posts per fundraiser, email / social media conversion rate The data show that the number of emails sent and social media posts by a participant correlates positively to the number of donations they raise. Cultivate teams and team captains Percent of participants who are on teams and similar stats, team size, team retention rate, etc Teams out-fundraise individuals in p2p events. Team captains consistently outperform individual fundraisers. Team involvement is linked to higher retention rates.
  11. 11. Event Optimisation Step by Step
  12. 12. 1. Event Creation 2. Acquisition Create the opportunity 3. Activation Maximising the potential of the event 4. Conversion Grow supporter base Build relationships and recurrence ACTIONS Planning Research ACTIONS Recruitment Acknowledge the challenge ACTIONS Storytelling Target setting Sharing Asking Encouragement Contact ACTIONS Thanking Recognition Retention Relationship Building Event aligned to cause and brand Community Multi- Charity Event Decide to Fundraise Decide to Register Decide to Participate Build Page Set Target Share page and ask Social Media Email Fundraiser social network Don’t share page and ask No response Fundraising Total WOM Fundraiser thanks donor Charity thanks fundraiser Retained participant Donation Charity thanks donor Ongoing contact New supporter
  13. 13. Goal: Create Great Events that are also Great Fundraisers
  14. 14. Thank you! To learn more about Heroix, visit www.blackbaud.co.uk/heroix

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