TRANSFORM YOUR EVENTS
Making the most of your special events

Presenter:
Sandra Luther
@sandraluther
sandra.luther@blackba...
WHAT DO EVENTS LOOK LIKE TODAY?

4/16/2013
Across the UK, USA, Italy, Germany and NZ special events are
rated as the most effective fundraising tool – especially for...
4/16/2013
HOW CAN WE RAISE THE BAR?

4/16/2013
MAKE SURE YOUR INVITATIONS ARE RECEIVED
• Accurate data = mailing house savings
• Every year in the UK:
- Over 6 million p...
MAKE SURE YOU ARE TALKING TO THE RIGHT PEOPLE
• Targeted segmentation
- Previous attendance
- Interests
- Communication pr...
GO SOCIAL
• Promote your event EVERYWHERE!
• Make your content portable and easy to
share
• Find out who your biggest advo...
BE MOBILE

1/3 of all
UK
website
views are
from a
mobile
device

4/16/2013
MAKE REGISTRATION EASY
• Make sure you allow online registration
- People are comfortable with this
- You can collect regi...
4/16/2013
4/16/2013
HAVE A 360O VIEW
• Manage your event in one place
- Keep your event details in a central location
- Know who you’ve invite...
LET’S PARTY!
• Have a photographer on site to take nice
photos to publish on your Facebook page
- Looking at photos from a...
ADD SOME EXCITEMENT WITH IMPULSE GIVING
• Use a short code for your campaign
• Consider table ambassadors & MCs to
encoura...
THE POWER OF THANK YOU
• Events are a key part of your stewardship
• A timely thank you encourages more support and
partic...
MONITOR SUCCESS
• Major benefits of a centralised system:
- Easy reporting!
• Was there an increase in participants?
• Num...
W H AT A B O U T C H A L L E N G E E V E N T S ?

4/16/2013
WHY CHALLENGE EVENTS?

Empower
your
supporters to
do more

4/16/2013

Grow your
supporter
base

Attract a
younger
audience
KEEP YOUR BRAND
• Charity branded pages
- Reduce drop off rates, increases conversions
- Increases gift size
- Keep the co...
4/16/2013
4/16/2013
4/16/2013
4/16/2013
LEVERAGE SOCIAL AND EMAIL
• Multichannel fundraisers raise 40% more than their peers
• Every time someone shares an event ...
4/16/2013
PROVIDE ENCOURAGEMENT
• Fundraisers given tools and encouragement raise 10x more
than their peers
• Your supporters are no...
WHAT TO DO TODAY
• Make sure your are leveraging ALL your resources:
- Relationships
- Champions
- Social Networks
- Websi...
HOW CAN BLACKBAUD HELP?
Social
Scoring

Blackbaud
Mobile

Heroix
Data
Enrichment
Services

Import O
Matic

TeamRaiser
Blac...
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Making the Most of Special Events for Charities

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Events are a significant component to donor acquisition and retention for charitable organisations. Are you making the most out of these vital activities?
Incremental changes can add up to serious improvement for your special events teams!

Published in: Education, Technology, Business
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Making the Most of Special Events for Charities

  1. 1. TRANSFORM YOUR EVENTS Making the most of your special events Presenter: Sandra Luther @sandraluther sandra.luther@blackbaud.co.uk 4/16/2013
  2. 2. WHAT DO EVENTS LOOK LIKE TODAY? 4/16/2013
  3. 3. Across the UK, USA, Italy, Germany and NZ special events are rated as the most effective fundraising tool – especially for driving individual donations Social Networking and P2P fundraising are the fastest growing method of fundraising https://www.blackbaud.com/SONI 4/16/2013
  4. 4. 4/16/2013
  5. 5. HOW CAN WE RAISE THE BAR? 4/16/2013
  6. 6. MAKE SURE YOUR INVITATIONS ARE RECEIVED • Accurate data = mailing house savings • Every year in the UK: - Over 6 million people move house - 600,000 people pass away - Half a million addresses are changed by the Royal Mail - 250,000 people sign up to The Mailing Preference Service - 5.7 million company and individual details change • Be sure to screen your mail file before paying for that postage! 4/16/2013
  7. 7. MAKE SURE YOU ARE TALKING TO THE RIGHT PEOPLE • Targeted segmentation - Previous attendance - Interests - Communication preferences (direct mail vs email) 4/16/2013
  8. 8. GO SOCIAL • Promote your event EVERYWHERE! • Make your content portable and easy to share • Find out who your biggest advocates are and ask them to promote your events (#Hashtags & shortcodes for text) 4/16/2013
  9. 9. BE MOBILE 1/3 of all UK website views are from a mobile device 4/16/2013
  10. 10. MAKE REGISTRATION EASY • Make sure you allow online registration - People are comfortable with this - You can collect registration fees instantly! • Keep registration short and simple • Make sure it’s branded 4/16/2013
  11. 11. 4/16/2013
  12. 12. 4/16/2013
  13. 13. HAVE A 360O VIEW • Manage your event in one place - Keep your event details in a central location - Know who you’ve invited and what their response is - Manage your “extra” info – tshirt sizes, meal requests, dietary restrictions, etc • Get your seating right without the headaches and wasted post-its! • Have your communications/actions all in one place 4/16/2013
  14. 14. LET’S PARTY! • Have a photographer on site to take nice photos to publish on your Facebook page - Looking at photos from an event is top activity on Facebook! • Consider live posting as well (runners at an event?) • Use a #Hashtag and Tweet about your event (before, during and after) 4/16/2013
  15. 15. ADD SOME EXCITEMENT WITH IMPULSE GIVING • Use a short code for your campaign • Consider table ambassadors & MCs to encourage participants to give that little bit more to support the campaign or cause! Text GIVE to 70004 make a £10 donation! 4/16/2013
  16. 16. THE POWER OF THANK YOU • Events are a key part of your stewardship • A timely thank you encourages more support and participation in future events • A recent study found those who received a personalised thank you within 48 hours of participation are 4x more likely to engage with your organisation again 4/16/2013
  17. 17. MONITOR SUCCESS • Major benefits of a centralised system: - Easy reporting! • Was there an increase in participants? • Number of repeat vs new participants? - More complete view of revenue and expenses 4/16/2013
  18. 18. W H AT A B O U T C H A L L E N G E E V E N T S ? 4/16/2013
  19. 19. WHY CHALLENGE EVENTS? Empower your supporters to do more 4/16/2013 Grow your supporter base Attract a younger audience
  20. 20. KEEP YOUR BRAND • Charity branded pages - Reduce drop off rates, increases conversions - Increases gift size - Keep the connection with your organisation 4/16/2013
  21. 21. 4/16/2013
  22. 22. 4/16/2013
  23. 23. 4/16/2013
  24. 24. 4/16/2013
  25. 25. LEVERAGE SOCIAL AND EMAIL • Multichannel fundraisers raise 40% more than their peers • Every time someone shares an event it drives £2 in additional revenue back to the organiser • Each share drives 27 clicks back to your event page – Most popular device for raising the profile of an event is Twitter 4/16/2013
  26. 26. 4/16/2013
  27. 27. PROVIDE ENCOURAGEMENT • Fundraisers given tools and encouragement raise 10x more than their peers • Your supporters are not natural fundraisers – they need your help! - Suggest goals and activities like storytelling, email and social sharing • Keep your supporters motivated - Lack of initial support and response can deflate an otherwise engaged supporter - Stay in touch and keep the communication lines open across all channels - Reward successes and incremental achievements 4/16/2013
  28. 28. WHAT TO DO TODAY • Make sure your are leveraging ALL your resources: - Relationships - Champions - Social Networks - Website - Marketing • Technology should support – not hinder 4/16/2013
  29. 29. HOW CAN BLACKBAUD HELP? Social Scoring Blackbaud Mobile Heroix Data Enrichment Services Import O Matic TeamRaiser Blackbaud NetCommunity Find out more at www.blackbaud.co.uk, or speak with your Account Manager 4/16/2013

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