The document discusses strategies for improving event fundraising metrics and return on investment (ROI). It emphasizes linking events to organizational mission and considering additional metrics beyond basic numbers. A case study examines how segmentation, tailored communication, and goal structuring helped increase fundraising for Komen's Global Race for the Cure. Key lessons include thinking in participant segments, asking donors directly for specific amounts, and making fundraising goals attainable.

1. DELIVERING EVENT FUNDRAISING RESULTS
Focusing on the Metrics that Matter
Jeff Shuck, Event 360, Inc.

2. THE INCREASING NEED FOR ROI
 Tighter budgets
 Competition
 Need for transparency and accountability
 Expectations of shorter payback
 Leadership aversion to risk
© Event 360 | Page 2

3. AGENDA
 Linking events to mission
 Going beyond basic metrics to find deeper insights
 Case study: Komen Global Race for the Cure
© Event 360 | Page 3

4. LINKING EVENTS TO MISSION

5. © Event 360 | Page 5

6. THE EVENT CHALLENGE
© Event 360 | Page 6

7. THE FUNDRAISING CHALLENGE
© Event 360 | Page 7

8. Mission
Revenue
Gifts
Donors
Participants
Event
© Event 360 | Page 8

9. Mission
Revenue
Key Takeaway:
You must ask.
Gifts
An event should not be a way to
avoid a fundraising conversation –
Donors
it should be a way to spark a
fundraising conversation.
Participants
Event
© Event 360 | Page 9

10. GOING BEYOND BASIC METRICS

11. ABOUT ANALYTICS
 Use 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 11

12. ABOUT ANALYTICS
 Use data to improve decision-making
 Don’t be afraid of your data!
 It won’t hurt you
 You won’t break anything Key Takeaway:
 Even small explorations canmaking sure that
Analytics is about yield
what you know is actually true!
big insights
 You already own a powerful data
analysis tool
© Event 360 | Page 12

13. MEAN, MEDIAN, AND MODE
Participant Amount Raised • Average: $30
1 $10 • Median: $15
2 $10
• Mode: $10
3 $10
4 $15
5 $20
6 $45
7 $100
Total $210
© Event 360 | Page 13

14. MEAN, MEDIAN, AND MODE
Participant Amount Raised • Average: $30
1 $10 • Median: $15
2 $10
• Mode: $10
3 $10
4 $15
Key Takeaway:
5 $20 Always calculate median and mode
6 $45 in addition to mean.
7 $100
Total $210
© Event 360 | Page 14

15. Area Key Metrics
Event • Number of events
• Participant satisfaction
• Repeat attendance
Participants • Number of participants
• Registration time
• Team participation
Donors • Number of donors
• Donors per participant
• Percentage of participants with zero donors
• Percentage of self-donations and goal
• Number of emails sent per participant
Gifts • Number of gifts
• Amount per gift
Revenue • ROI
• Compound annual growth rate
• Growth against national benchmark
© Event 360 | Page 15

16. Area Key Metrics
Event • Number of events
• Participant satisfaction
• Repeat attendance
Participants • Number of participants
• Registration time
• Team participation
Donors • Number of donors
• Donors per participant
• Percentage of participants with zero donors
• Percentage of self-donations and goal
• Number of emails sent per participant
Gifts • Number of gifts
• Amount per gift
Revenue • ROI
• Compound annual growth rate
• Growth against national benchmark
© Event 360 | Page 16

17. Area Key Metrics
Event • Number of events
• Participant satisfaction
• Repeat attendance
Participants • Number of participants
• Registration time
• Team participation
Donors • Number of donors
• Donors per participant
• Percentage of participants with zero donors
• Percentage of self-donations and goal
• Number of emails sent per participant
Gifts • Number of gifts
• Amount per gift
Revenue • ROI
• Compound annual growth rate
• Growth against national benchmark
© Event 360 | Page 17

18. Area Key Metrics
Event • Number of events
• Participant satisfaction
• Repeat attendance
Participants • Number of participants
• Registration time
• Team participation
Donors • Number of donors
• Donors per participant
• Percentage of participants with zero donors
• Percentage of self-donations and goal
• Number of emails sent per participant
Gifts • Number of gifts
• Amount per gift
Revenue • ROI
• Compound annual growth rate
• Growth against national benchmark
© Event 360 | Page 18

19. Area Key Metrics
Event • Number of events
• Participant satisfaction
• Repeat attendance
Participants • Number of participants
• Registration time
• Team participation
Donors • Number of donors
• Donors per participant
• Percentage of participants with zero donors
• Percentage of self-donations and goal
• Number of emails sent per participant
Gifts • Number of gifts
• Amount per gift
Revenue • ROI
• Compound annual growth rate
• Growth against national benchmark
© Event 360 | Page 19

20. EXAMPLE: DRIVING ATTENDANCE
Number of Participants 1,100
Total Amount Raised $165,000
Percent Participants on Team 60%
Percent Participants with Goal 40%
Percent Participants at $0 65%
• Small event with good fundraising
• Growth in the right kind of attendance is necessary
• Action steps:
• Drive team participation
• Consider registration fee incentives
• Be careful not to undermine fundraising culture
© Event 360 | Page 20

21. EXAMPLE: DRIVING FUNDRAISING
Number of Participants 21,059
Total Amount Raised $1,105,000
Median Time as Registrant 84 days
Number of Donors 31,450
• Question the ROI of any attendance-based activities
• The event already has healthy attendance
• A fundraising culture is lacking
• Action steps:
• Drive team fundraising through team captains
• Segment and focus on getting participants with goals off the dime
© Event 360 | Page 21

22. FOCUSING ON THE METRICS THAT MATTER
Case Study: Komen Global Race for the Cure

23. GROWTH OPPORTUNITIES
 Strong brand and base of support
 45,000 participants, 55,000 donors
 30,000 participants with $0 and 0 donors
 Average fundraising of $60
 Average donation of $60, modal donation of $25
 Dependant on 10% of participants for 99% of revenue
 Basic CRM implementation
© Event 360 | Page 23

24. 2009 STRATEGIES
 Targeted, segmented communication
 Clear calls to action
 Improved online tools
 Personal networking with veteran team captains
 Overhauled registration fee and fundraising structure
Key Takeaway:
An effective strategy has
several components.
© Event 360 | Page 24

25. SEGMENTATION
Segment Number Total Contributed Approach
Attendees 31,902 $0 Education and contact
Beginning fundraisers 11,268 $793,000 Intense encouragement
High performers 2,393 $1,380,000 Affirmation and thanks
Ultra performers 82 $393,000 High personal touch
Team captains 2,000 “Every walker a fundraiser.”
© Event 360 | Page 25

26. SEGMENTATION
Segment Number Total Contributed Approach
Attendees 31,902 $0 Education and contact
Beginning fundraisers 11,268 $793,000 Intense encouragement
High performers 2,393 $1,380,000 Affirmation and thanks
Ultra performers 82 $393,000 High personal touch
Team captains 2,000 “Every walker a fundraiser.”
© Event 360 | Page 26

27. SEGMENTATION
Segment Number Total Contributed Approach
Attendees 31,902 $0 Education and contact
Beginning fundraisers 11,268 $793,000 Intense encouragement
High performers 2,393 $1,380,000 Affirmation and thanks
Ultra performers 82 $393,000 High personal touch
Team captains 2,000 “Every walker a fundraiser.”
© Event 360 | Page 27

28. SEGMENTATION
Segment Number Total Contributed Approach
Attendees 31,902 $0 Education and contact
Beginning fundraisers 11,268 $793,000 Intense encouragement
High performers 2,393 $1,380,000 Affirmation and thanks
Ultra performers 82 $393,000 High personal touch
Team captains 2,000 “Every walker a fundraiser.”
© Event 360 | Page 28

29. SEGMENTATION
Segment Number Total Contributed Approach
Attendees 31,902 $0 Education and contact
Beginning fundraisers 11,268 $793,000 Intense encouragement
High performers 2,393 $1,380,000 Affirmation and thanks
Ultra performers 82 $393,000 High personal touch
Team captains 2,000 “Every walker a fundraiser.”
© Event 360 | Page 29

30. SEGMENTATION
Segment Number Total Contributed Approach
Attendees 31,902 $0 Education and contact
Beginning fundraisers 11,268 $793,000 Intense encouragement
High performers 2,393 $1,380,000 Affirmation and thanks
Ultra performers 82 $393,000 High personal touch
Team captains 2,000 “Every walker a fundraiser.”
Key Takeaway:
Think in segments.
Talk to different
participants differently.
© Event 360 | Page 30

31. A S K IN G W O RK S
* Through Convio
© Event 360 | Page 31

32. IMPACT ON EMAILS SENT
Key Takeaway:
Tailor the ask to something
specific the participant can do.
© Event 360 | Page 32

33. IMPACT ON USE OF ONLINE TOOLS
© Event 360 | Page 33

34. GOAL PERFORMANCE
2008 2009
Goal $250 $125
Participants Raising $125 10% 12%
Participants Raising $250 6.2% 6.4%
Key Takeaway:
Structure minimums and goals
so that they are
attainable and motivational.
© Event 360 | Page 34

35. IM PA CT O N N U M B ER O F D O N A T IO N S
* credited to a participant or team
© Event 360 | Page 35

36. IMPACT ON DONATION SIZE
* credited to a participant or team
© Event 360 | Page 36

37. THE IMPACT ON FUNDRAISING
© Event 360 | Page 37

38. Mission
Revenue
Gifts
Donors
Participants
Event
© Event 360 | Page 38

39. Get the Guide
Visit
www.event360.com
to download the
companion guide to
this presentation.
© Event 360 | Page 39

40. Jeff Shuck
President & CEO
Event 360, Inc.
773.247.5360, extension 200
jeff@event360.com