This session will look at metrics to track and how to get those numbers out of the data collected in past years. Time will be spent covering the types of data organizations should be capturing and how to find trends that will help in next year's messaging and communication's calendar.

1. Beyond Donors and Dollars: Analyzing Past Events to Boost Returns Mark Becker Founding Partner Cathexis Partners [email_address] 2010 Cathexis Partners. Confidential. Do not distribute.

7. Define Goals & Objectives Get agreement on goals each event season 2010 Cathexis Partners. Confidential. Do not distribute.

8. Define Goals & Objectives Track to actual - As the season progresses - Tweak messaging to address trends 2010 Cathexis Partners. Confidential. Do not distribute.

16. Sidebar: BoxPlots Explained 25% of participants registered within 5 days of event 50% registered within 18 days of event 75% registered within 42 days of event Event Day ( 0 point) Outliers: Less than 4% registered more than 97 days prior to the event 50% registered between 5 – 42 days prior 2010 Cathexis Partners. Confidential. Do not distribute.

31. Communications Calendar Topic Frequency / timing Targeted Audience content Event announcement Once TR is built Past participants & donors / constituents in local area Event info and $x off discount code that expires in 30 days Registration thank you Instant Auto-responder Each registrant confirmation 1 st follow up 3 days after reg Each registrant Conditionalized based on: - personal page customized - # of emails sent - amount raised 2 nd follow up 7 days after reg Each registrant 3 rd follow up 14 days after reg Each registrant 4 th follow up 28 days after reg Each registrant Monthly team captain emails Monthly Team captains ‘ insider’ info to captains Monthly emails Monthly (1 week after tc’s) All participants General event info w/ top fundraisers Pre-event info 1 week prior to event All participants Event logistics, etc Post event follow-up and survey 1 -2 weeks after event All participants Thank you and survey link 2010 Cathexis Partners. Confidential. Do not distribute.

33. Beyond Donors and Dollars: Analyzing Past Events to Boost Returns April 10, 2010 Mark Becker Founding Partner Cathexis Partners [email_address] Thank you! 2010 Cathexis Partners. Confidential. Do not distribute.