The document details a webinar on participant and donor data analytics hosted by Event 360, emphasizing the importance of using data to enhance fundraising decisions. It outlines key metrics, the significance of segmentation, and strategies to identify high-performing donor segments. Additionally, the presentation covers upcoming webinars and encourages engagement through social media.

1. Event Bootcamp:
Fundamentals of Participant
& Donor Data Analytics

2. Our Presenters
Jeff Shuck Mark Sutton
President & CEO President
Event 360 Artez Interactive US

3. Webinar Tips
 This webinar is being recorded and will be available
on our website shortly
 If you have any technical troubles, please use the
“chat” feature
 We will take all questions at the end. Please use the
“raise hand” or “chat” feature to ask a question.

4. Fundamentals of Participant and Donor Data Analytics
May 12, 2010

5. Event 360 is an Event Fundraising Company
We help nonprofits use the
art and science of event
fundraising to create
powerful experiences that
drive giving, loyalty and
awareness.
Our strategic consulting
services encompass analytics,
event strategy & production,
fundraising and IT, among
other capabilities.
© Event 360 | Page 5

6. AGENDA
 About analytics
 Important metrics
 Basics of segmentation
 A working example
 Questions
© Event 360 | Page 6

7. ABOUT ANALYTICS
 Using data to improve
decision-making
 Don’t be afraid of your
data!
 It won’t hurt you
 You won’t break
anything
 Even small explorations
can yield big insights
 You already own a powerful
data analysis tool
© Event 360 | Page 7

8. THE PARETO PRINCIPLE
 In any fundraising initiative,
the bulk of the dollars come
from a subset of the donors
 Event fundraising is the
same – not all the
participants are equal from
a fundraising perspective
 Our goals are two-fold:
 Identify and target those
most likely to raise money
 Raise the overall level of
fundraising activity for
everyone
© Event 360 | Page 8

9. AN EVENT CULTURE
© Event 360 | Page 9

10. A GROWING FUNDRAISING CULTURE
© Event 360 | Page 10

11. Mission
Revenue
Gifts
Donors
Participants
Event
© Event 360 | Page 11

12. IMPORTANT TOPLINE METRICS
 Total revenue, participants,
and donors
 Revenue versus fundraising revenue
 Fundraising revenue per participant
 Gift size per donor
 Percentages:
o $0 participants
o Goals
o Teams
o Emails sent
 Board and staff involvement
 Be aware of average versus median!
© Event 360 | Page 12

13. THE WHAT AND WHY OF SEGMENTATION
 Segments are smaller groups of the larger
whole
 Segments are necessary because not
everyone is the same
o Being everything to everyone makes you
nothing to no one
o Different messages resonate differently
with different people
o Different messages are more effective at
different stages
 Segmentation involves looking at the overall
population, breaking it into subgroups, and
targeting them differently
 Just as not everyone in your geographic area
participates in your event, not every
participant in the event acts
the same way
© Event 360 | Page 13

14. SOME BASIC SEGMENTS
 Zip code
 Relationship to cause
 Runner versus walker
 Amount raised
 Goal status
 Team status
 Email activity
© Event 360 | Page 14

15. A WORKING EXAMPLE
© Event 360 | Page 15

16. QUESTIONS
© Event 360 | Page 16

17. CONTACT
Jeff Shuck
President & CEO
Event 360, Inc.
773.247.5360, x200
jeff@event360.com
www.event360.com
© Event 360 | Page 17

19. More Webinars for You
From Donor Acquisition to Fundraising: Performance
Benchmarks for Nonprofits (feat. Cornerstone)
May 19th @ 1 pm ET (North America)
Paypal Australia & Charities: a Partnership for Good Down
Under (feat. Paypal Australia)
May 19, 2010, 10:00 AM Eastern Standard Time (New South Wales)
Register at www.artez.com
Check out more webinars at www.artez.com/webinarlibrary

20. Contest
May Month of Madness at Artez
We want you to join our Facebook Fan Page to keep up on
the latest news about Artez events & product enhancements,
but we also want you to get something extra-awesome…
Fan us on Facebookand when we post this week’s book - be
the first person to post a comment on our posted link! And,
it’s yours! We’ll mail it to you wherever you are.
Last week’s winner was from
Scotland!

21. Thank you
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Check Out “Digital Fundraising Podcast” on iTunes