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Integrated Marketing Plans
 for Special Events
 DONNA WILKINS
 KATHRYN HALL




2/27/2012   Integrated Marketing Plans for Special Events   1
2/27/2012   Integrated Marketing Plans for Special Events   2
WHO WE ARE




       Donna Wilkins                                            Kathryn Hall
       President                                                Internet Solutions Consultant
       Charity Dynamics                                         Blackbaud




2/27/2012   Integrated Marketing Plans for Special Events   3
#
       1
               Measure Your Results
                 … Relentlessly




2/27/2012   Integrated Marketing Plans for Special Events   4
BENCHMARKS TO TRACK

       • Set up key metrics for your event, including:
            -     Total number of participants
            -     Total number of participants who were also fundraisers (3:1)
            -     Average amount raised per person ($60)
            -     Percentage of people who received at least one gift
            -     Fundraising emails sent per person (25-27)
            -     Percentage of people who reached their goal
            -     Percentage of people who exceed their goal
       • Create reports to let you see Goal vs. Actual
       • Check these numbers relentlessly – weekly at least.
       • If you aren‟t reaching your numbers, it‟s time for a mid-
         season adjustment to your strategy.
       • We‟ll talk more about metrics later in the discussion

2/27/2012       Integrated Marketing Plans for Special Events   5
STARTING TO REMEDIATE

       • Focus on tasks that will result in actions instead of
         focusing on dollar amounts.
       • Ways to influence behavior:
            - If someone personalizes their web page, they‟ll share it by
              email, Facebook, Twitter or in-person, and this will result in
              donations.
            - If someone sends out emails / posts to Facebook / Tweets,
              this will result in donations. FAF average is 4:1 ratio for email.
       • Throughout the presentation we‟ll look at more ways
         of influencing behavior through different techniques
         and practices.


2/27/2012   Integrated Marketing Plans for Special Events   6
WHAT ARE YOUR KEY PERFORMANCE
       METRICS? HOW OFTEN DO YOU CHECK
       THEM?
       • Behaviors?
       • Stats?
       • Time-limited actions?




2/27/2012   Integrated Marketing Plans for Special Events   7
#
        2            Limited attendance?
                     Get more $$$ from a
                        capped group




2/27/2012   Integrated Marketing Plans for Special Events   8
2/27/2012   Integrated Marketing Plans for Special Events   9
FIND THE KEY SEGMENTS IN YOUR AUDIENCE

       • Who were the real „influencers‟ in your audience
         last year?
                      • Did team captains raise more money?
                      • What about participants who signed up early?
                      • Did participants using social media raise more
                        money?
                      • What about those who made a self-pledge?


              – Focus your current year‟s strategy on
                growing these key segments this year


2/27/2012   Integrated Marketing Plans for Special Events   10
UNDERSTAND YOUR METRICS




2/27/2012   Integrated Marketing Plans for Special Events   11
STRATEGIES

       • Coach on specific behaviors
            - Send emails
            - Upload a picture
            - Use social media


       • Add incentives and recognition
            - Free
              • Phone calls
              • Listed as top fundraiser
              • Name specific achievements
            - Incentive prizes


       • Congratulate success


2/27/2012   Integrated Marketing Plans for Special Events   12
TAILOR YOUR COMMUNICATIONS

       • One message doesn‟t fit all:
              • Walkers, runners, families, team captains should
                all receive messaging that speaks to their type of
                participation in the event – as well as their
                reason for participating.


       • Use personalization, conditionals, and email
         filters to segment your messaging




2/27/2012   Integrated Marketing Plans for Special Events   13
NEW TEAM CAPTAINS                                           PREVIOUS TEAM CAPTAIN




2/27/2012   Integrated Marketing Plans for Special Events   14
RECRUITING NEW                                              PREVIOUS PARTICIPANT
     PROSPECT




2/27/2012   Integrated Marketing Plans for Special Events   15
HOW HAVE YOU BEEN ABLE TO GET
       MORE $$ OUT OF A SIZE-LIMITED EVENT?

       •
       •
       •




2/27/2012   Integrated Marketing Plans for Special Events   16
#
        3
                            Drive behaviors
                            with competition




2/27/2012   Integrated Marketing Plans for Special Events   17
2/27/2012   Integrated Marketing Plans for Special Events   18
COACHING WITH INCENTIVES

       Drive towards the behaviors you know lead to
       fundraising success
            - Registering early
            - Sending emails to as many people as possible,
              multiple times
            - Updating personal page
            - Teams




2/27/2012   Integrated Marketing Plans for Special Events   19
2/27/2012   Integrated Marketing Plans for Special Events   20
WHAT YOU NEED TO MAKE IT WORK

 • How much more does a participant
   who registers early raise than one
   who signs up at the last minute?

 • How many extra early registrations
   do you need to get 5-10X your
   money back on the iPad
   investment?




2/27/2012   Integrated Marketing Plans for Special Events   21
HOW DO YOU ENCOURAGE AND REWARD
       POSITIVE FUNDRAISING BEHAVIORS?

       • Incentives?
       • Competitions?
       • Public recognition?




2/27/2012   Integrated Marketing Plans for Special Events   22
#
        4                Compete for your
                        participants‟ hearts,
                          minds and time




2/27/2012   Integrated Marketing Plans for Special Events   23
MOST EVENTS RETAIN 41% OF PARTICIPANTS
        • A typical run/walk/ride event retains only 41% of their participants – yet
          retained participants bring in about 53% of the revenue.
        • 75% of your participants will participate in more than one event (yours
          and somebody else‟s) over the next 2 years.
        • Plan to win the competition for your participants‟ hearts and minds




2/27/2012   Integrated Marketing Plans for Special Events   24         24
PEOPLE GET INVOLVED BECAUSE OF A PERSONAL
       CONNECTION TO THE CAUSE




2/27/2012   Integrated Marketing Plans for Special Events   25
2/27/2012   Integrated Marketing Plans for Special Events   26
TEAM LIVESTRONG

   Who We Are
   We inspire and empower
   people affected by cancer.
   We believe that unity is
   strength, knowledge is
   power and attitude is
   everything.




2/27/2012   Integrated Marketing Plans for Special Events   27
RETENTION TIPS

       • Lavish attention on the top 20% of fundraisers, they may raise
         80% of your money
            - Send personalized emails, make a phone call, offer help with
              collateral materials or strategies.
            - Post-event take them on a tour of your organization to show how
              the money they raised will be used, organize a top fundraiser lunch ,
              have your CEO or a celebrity sponsor call to say thanks, ask for
              their feedback on the event. Invite them to be fundraising coaches.
       • Don‟t appear to spend all your donations on swag. Personal
         communication and support can have a bigger impact on your
         supporters‟ perception of your organization.
       • For the other 80%, send personalized emails, a thank you
         video message, and follow up later in the year with a status
         update on how their money was used. Make sure all
         participants feel valued, appreciated, and part of the cause.

2/27/2012   Integrated Marketing Plans for Special Events   28
WHAT TYPES OF ACTIVITIES HELP YOU
       BRING THE MISSION HOME FOR
       PARTICIPANTS AND VOLUNTEERS?
       •
       •
       •




2/27/2012   Integrated Marketing Plans for Special Events   29
#
        5
                             Strengthen your
                                  teams




2/27/2012   Integrated Marketing Plans for Special Events   30   30
UNDERSTAND YOUR METRICS

            • How much do participants on teams raise
              versus those not on teams?

            • How many teams did you have over the last
              several years?

            • What if any are additional costs for a team?

            • Are there any limits to the number of teams
              you can have?




2/27/2012   Integrated Marketing Plans for Special Events   31
STRATEGIES TO DRIVE AND INCENT TEAMS

       • Retain past team captains
            - Phone call
            - Personalized email


       • Set expectations with team captains
            - Kickoff event
            - How to tip sheets


       • Team toolkits

       • Thank your team captains first! Invite them back first!




2/27/2012   Integrated Marketing Plans for Special Events   32
2/27/2012   Integrated Marketing Plans for Special Events   33
2/27/2012   Integrated Marketing Plans for Special Events   34
HOW DO YOU STRENGTHEN AND
       ENCOURAGE YOUR TEAMS AND CAPTAINS?

       •
       •
       •




2/27/2012   Integrated Marketing Plans for Special Events   35
#
       6
                Incorporate social
               media into your event




 2/27/2012 Marketing Plans for Special Events
2/27/2012
       Integrated                               36   36
INTEGRATING SOCIAL MEDIA INTO YOUR STRATEGY

      • Make sure your emails include links to your
        social media presences

      • Make sure your postal mailings include your website
        and social media URLs

      • Make sure your phone calls mention online fundraising and social
        media

      • Make sure your social media presences link people back to your
        website – and vice versa

      • Use tools like “Add This” to make sharing easy
        for participants




2/27/2012    Integrated Marketing Plans for Special Events   37
COACHING PARTICIPANTS
       • Provide sample fundraising status updates and tweets
            - Skip Starbucks and support my fundraising efforts! Donate today:
              link
            - Pack a lunch, donate to your lunch $$‟s and make a difference: link

       • Provide mission facts that can be easily shared on facebook
         and twitter with a personal URL
       • Encourage participants to attach pictures, video, events or a
         link to their status update
       • Publicly thank donors in tweets and updates
       • Social Media participant contests (e.g., best YouTube video)

       • Be creative and have fun!


2/27/2012   Integrated Marketing Plans for Special Events   38
BLACKBAUD SOCIAL MEDIA TOOLKIT: TWITTER & FACEBOOK




2/27/2012   Integrated Marketing Plans for Special Events   39
BOUNDLESS FUNDRAISING FACEBOOK




Donate your
                                                                     Get the
   Profile
                                                                    Word Out
   Picture
 (pushes a                                                          (Pushes a
                                                                  stream story)
   stream
    story)


Progress
Indicator




 2/27/2012   Integrated Marketing Plans for Special Events   40
SCHEDULED NEWSFEEDS


                                               Scheduled Newsfeeds Tab




Checkbox
to “opt in”                                                               Example of the
                                                                         newsfeed that will
                                                                             be sent




    Ability
     to
   update
   choices
   2/27/2012   Integrated Marketing Plans for Special Events   41
WHAT SOCIAL MEDIA STRATEGIES HAVE
       HELPED YOU BOOST YOUR EVENT
       PERFORMANCE?
       •
       •
       •




2/27/2012   Integrated Marketing Plans for Special Events   42
#
        7
                         Incorporate mobile
                           into your event




2/27/2012   Integrated Marketing Plans for Special Events   43
MOBILE READY GIVING
       Take your events on the road with mobile ready event, personal, team,
         and individual donation pages.

               Email                                  Donation Form   Confirmation




                   43% of mobile users access the internet
                           “several times a day”

2/27/2012   Integrated Marketing Plans for Special Events   44
TRACKING YOUR PROGRESS IN THE PALM OF YOUR HAND
       ON IPHONE, ANDROID, AND BLACKBERRY




2/27/2012   Integrated Marketing Plans for Special Events   45
QR CODES AND TAGS




2/27/2012   Integrated Marketing Plans for Special Events   46
HOW HAVE YOU SUCCESSFULLY
       INCORPORATED MOBILE APPS AND
       TOOLS INTO YOUR EVENTS?
       •
       •
       •




2/27/2012   Integrated Marketing Plans for Special Events   47
#
        8
                              Encourage wrap-
                               around events




2/27/2012   Integrated Marketing Plans for Special Events   48
WHAT ARE WRAP-AROUND EVENTS?
       • Teams and individual produce independent fundraising events (IFE) to
         raise money for The Big Event.
       • Important to launch event 6 to 9 months in advance to give time for IFEs
       • Examples of wrap-around events:
            - Dinner party                                       - Zumbathon
            - Bake sale                                          - Concert
            - Garage sale                                        - Sale of logo gear
            - Professional services for donation                 - Car wash
              (photography, DJ)
            - Penny wars                                         - Restaurant night

       • Funds get credited to the individual or team in The Big Event.
       • Provide guidance to IFE organizers on organization, tax deductibility of
         expenses, and use or your brand.
       • Support IFE organizers by featuring their events on your website


2/27/2012       Integrated Marketing Plans for Special Events   49
2/27/2012   Integrated Marketing Plans for Special Events   50
GUIDELINES FOR IFES




2/27/2012   Integrated Marketing Plans for Special Events   51
WHO DOESN’T LOVE A BAKE SALE?
                                                                 • Martha volunteers for Share Our
                                                                   Strength.
                                                                 • She learned about SOS from an ad for
                                                                   Great American Bake Sale. She
                                                                   raised a couple hundred dollars w/ her
                                                                   1st bake sale. Five years later, she‟s
                                                                   raising more than $5,000 with her
                                                                   bake sale and now serves on the
                                                                   Taste of the Nation committee – Taste
                                                                   is another SOS fundraising event.
                                                                 • Martha is a great example of how you
                                                                   can bring new people into your
                                                                   organization with independent
                                                                   fundraising. While Martha serves on
                                                                   the Taste committee, she still holds her
                                                                   annual bake sale. Her bake sale has
                                                                   become an event everyone in her town
                                                                   looks forward to.


2/27/2012   Integrated Marketing Plans for Special Events   52
ZUMBA DANCE PARTY




2/27/2012   Integrated Marketing Plans for Special Events   53
DO YOU HAVE WRAP-AROUND /
       INDEPENDENT FUNDRAISING EVENT
       SUCCESS STORIES?
       •
       •
       •




2/27/2012   Integrated Marketing Plans for Special Events   54
#
        9
                 Cultivate new groups
                    of fundraisers




2/27/2012   Integrated Marketing Plans for Special Events   55
ENCOURAGE VOLUNTEERS TO FUNDRAISE
       People love your event enough to volunteer. Ask them to fundraise

       • Susan G Komen Chicago loves its loyal volunteers, and in 2011 for the
         first time, they asked volunteers to create a fundraising page as they
         registered.
            - Up side: WOW. 3 weeks before the event, donations brought in by
              volunteers accounted for 15% of total donations (wow!). It has helped them
              recognize some of their strongest supporters, like a Mrs. Illinois who has
              raised $3,000 … and wouldn't have done this if she wasn't asked!
            - Down side: “Some volunteers called up and complained, so we added their
              names to the volunteer list, no questions asked, no online registration.
              They‟re important to us as volunteers.“


       • Endurance Events – encourage spouse, family members and friends
         of participant to volunteer … and why not fundraise at the same time?



2/27/2012   Integrated Marketing Plans for Special Events   56
SPOTLIGHT CORPORATE PARTICIPATION
       • Companies today want to demonstrate corporate social
         responsibility.
       • So recruit companies. Encourage corporations to more
         fully participate in your event(s) as a company-wide
         community service (and wellness, if applicable) initiative.
            - The American Heart Association Heart Walk began in 2010
              to make a national push to recruit corporations
              • The corporation sets a fundraising goal ($540,000
                 nationally for Union Bank in the example we‟ll look at)
              • An executive sponsor commits to work internally to recruit
                 and motivate employees
            - The “corporate pyramid” tool within Friends Asking Friends
              allows companies to track their participation as a company
              with multiple teams within one or multiple events.
            - The system automatically tracks a company‟s local and
              national performance.



2/27/2012   Integrated Marketing Plans for Special Events   57
2/27/2012   Integrated Marketing Plans for Special Events   58
2/27/2012   Integrated Marketing Plans for Special Events   59
2/27/2012   Integrated Marketing Plans for Special Events   60
HOW HAVE YOU SUCCESSFULLY
       CULTIVATED NEW GROUPS OF
       FUNDRAISERS WITHIN YOUR EVENT
       PROGRAM?
       •
       •
       •




2/27/2012   Integrated Marketing Plans for Special Events   61
#
   10
                          Sleep-in / virtual
                         participant option




2/27/2012   Integrated Marketing Plans for Special Events   62
WHAT IS A VIRTUAL PARTICIPANT?

       • Add a “sleep-in” or virtual participant option for supporters
         who either don‟t want to walk/race or live too far away … and
         still want to be a part of the event.

       • Generate some incremental revenue. Most events studied
         raised an additional 2 to 3% from “virtual” participants

       • Get better foresight into how many participants will actually
         show up for the event by giving people a way to indicate “I‟m
         not coming in person”.




2/27/2012   Integrated Marketing Plans for Special Events   63
MORE SLEEP-IN / VIRTUAL OPTIONS
       • Sleep In for the Cure: Susan G Komen/Race for the Cure: Can‟t
         make it on Race Day? No problem! Register as a Sleep In for the Cure
         participant!
            - Maryland - $35 to register; get race t-shirt and bib (+3%*)
            - Orange County - $40 to register; get race t-shirt and bib (2%*)
            - Massachusetts - $10 registration fee / $300 in donations gets a t-shirt -
              virtual map of the state fills in as you fundraise




                                                                 *Percentages shown do not reflect final event results
2/27/2012   Integrated Marketing Plans for Special Events   64
SLEEP-IN / VIRTUAL EXAMPLES
       • Boston Marathon Jimmy Fund Walk Virtual walkers are:
            - Participants who fundraise even though they will not walk in this year's event
            - Encouraged to raise as much money as they can but are not obligated to the
              fundraising minimum
            - Sent an official Walk T-shirt after Dec. 31, 2011, if they raise at least $250
            - Pay no fee to register
            - Roughly 2.5%* of online revenue from virtual participants


       • Beyond the Bike Virtual Rider – http://beyondthebike.kintera.org
            - Fundraise as a "virtual rider" - only $10 to sign up.
            - ~ 3.5%* from virtual riders
            - Virtual participants encouraged to organizing a Fun Ride, hold a bake sale or
              car wash, host a party and charge admission, or sponsor a screening
              of Beyond Belief, a documentary of the ride.



                                                                 *Percentages shown do not reflect final event results
2/27/2012   Integrated Marketing Plans for Special Events   65
HAVE A SUCCESS STORY TO SHARE
       ABOUT VIRTUAL PARTICIPANT
       CULTIVATION?
       •
       •
       •




2/27/2012   Integrated Marketing Plans for Special Events   66
TRACK EVENT METRICS. DEPLOY
                              NEW STRATEGIESplease.
                              120 characters or less, AS NECESSARY
                              TO ADAPT MID-SEASON TO
                              ENSURE YOU FINISH ON TARGET
                              OR ABOVE! #BBCON




2/27/2012   Integrated Marketing Plans for Special Events   67
• Define your metrics – check them regularly. Then make
         mid-season adjustments to stay “on target”.
       • Set up mobile donation forms in FAF – they‟re built into
         the system.
       • Define the profile of your most valuable participants,
         and encourage these qualities
       • Who are your most valuable participants? What are
         you doing to retain them? Make a plan to ensure they
         come back year after year.
       • If you‟re not already using social media, it‟s time to
         start. Facebook, Twitter, LinkedIn, and YouTube are
         valuable channels.




2/27/2012   Integrated Marketing Plans for Special Events   68
What new ideas are you trying out
            that you hope are next year’s tips?




2/27/2012   Integrated Marketing Plans for Special Events   69
Events Boot Camp




                    November 7, 8, 9, 10 and 15th at 2 p.m. for full details visit:
                      http://www.blackbaud.com/bb/faf/boot-camp.aspx




2/27/2012   Integrated Marketing Plans for Special Events   70

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Integrated Marketing for Special Events

  • 1. Integrated Marketing Plans for Special Events DONNA WILKINS KATHRYN HALL 2/27/2012 Integrated Marketing Plans for Special Events 1
  • 2. 2/27/2012 Integrated Marketing Plans for Special Events 2
  • 3. WHO WE ARE Donna Wilkins Kathryn Hall President Internet Solutions Consultant Charity Dynamics Blackbaud 2/27/2012 Integrated Marketing Plans for Special Events 3
  • 4. # 1 Measure Your Results … Relentlessly 2/27/2012 Integrated Marketing Plans for Special Events 4
  • 5. BENCHMARKS TO TRACK • Set up key metrics for your event, including: - Total number of participants - Total number of participants who were also fundraisers (3:1) - Average amount raised per person ($60) - Percentage of people who received at least one gift - Fundraising emails sent per person (25-27) - Percentage of people who reached their goal - Percentage of people who exceed their goal • Create reports to let you see Goal vs. Actual • Check these numbers relentlessly – weekly at least. • If you aren‟t reaching your numbers, it‟s time for a mid- season adjustment to your strategy. • We‟ll talk more about metrics later in the discussion 2/27/2012 Integrated Marketing Plans for Special Events 5
  • 6. STARTING TO REMEDIATE • Focus on tasks that will result in actions instead of focusing on dollar amounts. • Ways to influence behavior: - If someone personalizes their web page, they‟ll share it by email, Facebook, Twitter or in-person, and this will result in donations. - If someone sends out emails / posts to Facebook / Tweets, this will result in donations. FAF average is 4:1 ratio for email. • Throughout the presentation we‟ll look at more ways of influencing behavior through different techniques and practices. 2/27/2012 Integrated Marketing Plans for Special Events 6
  • 7. WHAT ARE YOUR KEY PERFORMANCE METRICS? HOW OFTEN DO YOU CHECK THEM? • Behaviors? • Stats? • Time-limited actions? 2/27/2012 Integrated Marketing Plans for Special Events 7
  • 8. # 2 Limited attendance? Get more $$$ from a capped group 2/27/2012 Integrated Marketing Plans for Special Events 8
  • 9. 2/27/2012 Integrated Marketing Plans for Special Events 9
  • 10. FIND THE KEY SEGMENTS IN YOUR AUDIENCE • Who were the real „influencers‟ in your audience last year? • Did team captains raise more money? • What about participants who signed up early? • Did participants using social media raise more money? • What about those who made a self-pledge? – Focus your current year‟s strategy on growing these key segments this year 2/27/2012 Integrated Marketing Plans for Special Events 10
  • 11. UNDERSTAND YOUR METRICS 2/27/2012 Integrated Marketing Plans for Special Events 11
  • 12. STRATEGIES • Coach on specific behaviors - Send emails - Upload a picture - Use social media • Add incentives and recognition - Free • Phone calls • Listed as top fundraiser • Name specific achievements - Incentive prizes • Congratulate success 2/27/2012 Integrated Marketing Plans for Special Events 12
  • 13. TAILOR YOUR COMMUNICATIONS • One message doesn‟t fit all: • Walkers, runners, families, team captains should all receive messaging that speaks to their type of participation in the event – as well as their reason for participating. • Use personalization, conditionals, and email filters to segment your messaging 2/27/2012 Integrated Marketing Plans for Special Events 13
  • 14. NEW TEAM CAPTAINS PREVIOUS TEAM CAPTAIN 2/27/2012 Integrated Marketing Plans for Special Events 14
  • 15. RECRUITING NEW PREVIOUS PARTICIPANT PROSPECT 2/27/2012 Integrated Marketing Plans for Special Events 15
  • 16. HOW HAVE YOU BEEN ABLE TO GET MORE $$ OUT OF A SIZE-LIMITED EVENT? • • • 2/27/2012 Integrated Marketing Plans for Special Events 16
  • 17. # 3 Drive behaviors with competition 2/27/2012 Integrated Marketing Plans for Special Events 17
  • 18. 2/27/2012 Integrated Marketing Plans for Special Events 18
  • 19. COACHING WITH INCENTIVES Drive towards the behaviors you know lead to fundraising success - Registering early - Sending emails to as many people as possible, multiple times - Updating personal page - Teams 2/27/2012 Integrated Marketing Plans for Special Events 19
  • 20. 2/27/2012 Integrated Marketing Plans for Special Events 20
  • 21. WHAT YOU NEED TO MAKE IT WORK • How much more does a participant who registers early raise than one who signs up at the last minute? • How many extra early registrations do you need to get 5-10X your money back on the iPad investment? 2/27/2012 Integrated Marketing Plans for Special Events 21
  • 22. HOW DO YOU ENCOURAGE AND REWARD POSITIVE FUNDRAISING BEHAVIORS? • Incentives? • Competitions? • Public recognition? 2/27/2012 Integrated Marketing Plans for Special Events 22
  • 23. # 4 Compete for your participants‟ hearts, minds and time 2/27/2012 Integrated Marketing Plans for Special Events 23
  • 24. MOST EVENTS RETAIN 41% OF PARTICIPANTS • A typical run/walk/ride event retains only 41% of their participants – yet retained participants bring in about 53% of the revenue. • 75% of your participants will participate in more than one event (yours and somebody else‟s) over the next 2 years. • Plan to win the competition for your participants‟ hearts and minds 2/27/2012 Integrated Marketing Plans for Special Events 24 24
  • 25. PEOPLE GET INVOLVED BECAUSE OF A PERSONAL CONNECTION TO THE CAUSE 2/27/2012 Integrated Marketing Plans for Special Events 25
  • 26. 2/27/2012 Integrated Marketing Plans for Special Events 26
  • 27. TEAM LIVESTRONG Who We Are We inspire and empower people affected by cancer. We believe that unity is strength, knowledge is power and attitude is everything. 2/27/2012 Integrated Marketing Plans for Special Events 27
  • 28. RETENTION TIPS • Lavish attention on the top 20% of fundraisers, they may raise 80% of your money - Send personalized emails, make a phone call, offer help with collateral materials or strategies. - Post-event take them on a tour of your organization to show how the money they raised will be used, organize a top fundraiser lunch , have your CEO or a celebrity sponsor call to say thanks, ask for their feedback on the event. Invite them to be fundraising coaches. • Don‟t appear to spend all your donations on swag. Personal communication and support can have a bigger impact on your supporters‟ perception of your organization. • For the other 80%, send personalized emails, a thank you video message, and follow up later in the year with a status update on how their money was used. Make sure all participants feel valued, appreciated, and part of the cause. 2/27/2012 Integrated Marketing Plans for Special Events 28
  • 29. WHAT TYPES OF ACTIVITIES HELP YOU BRING THE MISSION HOME FOR PARTICIPANTS AND VOLUNTEERS? • • • 2/27/2012 Integrated Marketing Plans for Special Events 29
  • 30. # 5 Strengthen your teams 2/27/2012 Integrated Marketing Plans for Special Events 30 30
  • 31. UNDERSTAND YOUR METRICS • How much do participants on teams raise versus those not on teams? • How many teams did you have over the last several years? • What if any are additional costs for a team? • Are there any limits to the number of teams you can have? 2/27/2012 Integrated Marketing Plans for Special Events 31
  • 32. STRATEGIES TO DRIVE AND INCENT TEAMS • Retain past team captains - Phone call - Personalized email • Set expectations with team captains - Kickoff event - How to tip sheets • Team toolkits • Thank your team captains first! Invite them back first! 2/27/2012 Integrated Marketing Plans for Special Events 32
  • 33. 2/27/2012 Integrated Marketing Plans for Special Events 33
  • 34. 2/27/2012 Integrated Marketing Plans for Special Events 34
  • 35. HOW DO YOU STRENGTHEN AND ENCOURAGE YOUR TEAMS AND CAPTAINS? • • • 2/27/2012 Integrated Marketing Plans for Special Events 35
  • 36. # 6 Incorporate social media into your event 2/27/2012 Marketing Plans for Special Events 2/27/2012 Integrated 36 36
  • 37. INTEGRATING SOCIAL MEDIA INTO YOUR STRATEGY • Make sure your emails include links to your social media presences • Make sure your postal mailings include your website and social media URLs • Make sure your phone calls mention online fundraising and social media • Make sure your social media presences link people back to your website – and vice versa • Use tools like “Add This” to make sharing easy for participants 2/27/2012 Integrated Marketing Plans for Special Events 37
  • 38. COACHING PARTICIPANTS • Provide sample fundraising status updates and tweets - Skip Starbucks and support my fundraising efforts! Donate today: link - Pack a lunch, donate to your lunch $$‟s and make a difference: link • Provide mission facts that can be easily shared on facebook and twitter with a personal URL • Encourage participants to attach pictures, video, events or a link to their status update • Publicly thank donors in tweets and updates • Social Media participant contests (e.g., best YouTube video) • Be creative and have fun! 2/27/2012 Integrated Marketing Plans for Special Events 38
  • 39. BLACKBAUD SOCIAL MEDIA TOOLKIT: TWITTER & FACEBOOK 2/27/2012 Integrated Marketing Plans for Special Events 39
  • 40. BOUNDLESS FUNDRAISING FACEBOOK Donate your Get the Profile Word Out Picture (pushes a (Pushes a stream story) stream story) Progress Indicator 2/27/2012 Integrated Marketing Plans for Special Events 40
  • 41. SCHEDULED NEWSFEEDS Scheduled Newsfeeds Tab Checkbox to “opt in” Example of the newsfeed that will be sent Ability to update choices 2/27/2012 Integrated Marketing Plans for Special Events 41
  • 42. WHAT SOCIAL MEDIA STRATEGIES HAVE HELPED YOU BOOST YOUR EVENT PERFORMANCE? • • • 2/27/2012 Integrated Marketing Plans for Special Events 42
  • 43. # 7 Incorporate mobile into your event 2/27/2012 Integrated Marketing Plans for Special Events 43
  • 44. MOBILE READY GIVING Take your events on the road with mobile ready event, personal, team, and individual donation pages. Email Donation Form Confirmation 43% of mobile users access the internet “several times a day” 2/27/2012 Integrated Marketing Plans for Special Events 44
  • 45. TRACKING YOUR PROGRESS IN THE PALM OF YOUR HAND ON IPHONE, ANDROID, AND BLACKBERRY 2/27/2012 Integrated Marketing Plans for Special Events 45
  • 46. QR CODES AND TAGS 2/27/2012 Integrated Marketing Plans for Special Events 46
  • 47. HOW HAVE YOU SUCCESSFULLY INCORPORATED MOBILE APPS AND TOOLS INTO YOUR EVENTS? • • • 2/27/2012 Integrated Marketing Plans for Special Events 47
  • 48. # 8 Encourage wrap- around events 2/27/2012 Integrated Marketing Plans for Special Events 48
  • 49. WHAT ARE WRAP-AROUND EVENTS? • Teams and individual produce independent fundraising events (IFE) to raise money for The Big Event. • Important to launch event 6 to 9 months in advance to give time for IFEs • Examples of wrap-around events: - Dinner party - Zumbathon - Bake sale - Concert - Garage sale - Sale of logo gear - Professional services for donation - Car wash (photography, DJ) - Penny wars - Restaurant night • Funds get credited to the individual or team in The Big Event. • Provide guidance to IFE organizers on organization, tax deductibility of expenses, and use or your brand. • Support IFE organizers by featuring their events on your website 2/27/2012 Integrated Marketing Plans for Special Events 49
  • 50. 2/27/2012 Integrated Marketing Plans for Special Events 50
  • 51. GUIDELINES FOR IFES 2/27/2012 Integrated Marketing Plans for Special Events 51
  • 52. WHO DOESN’T LOVE A BAKE SALE? • Martha volunteers for Share Our Strength. • She learned about SOS from an ad for Great American Bake Sale. She raised a couple hundred dollars w/ her 1st bake sale. Five years later, she‟s raising more than $5,000 with her bake sale and now serves on the Taste of the Nation committee – Taste is another SOS fundraising event. • Martha is a great example of how you can bring new people into your organization with independent fundraising. While Martha serves on the Taste committee, she still holds her annual bake sale. Her bake sale has become an event everyone in her town looks forward to. 2/27/2012 Integrated Marketing Plans for Special Events 52
  • 53. ZUMBA DANCE PARTY 2/27/2012 Integrated Marketing Plans for Special Events 53
  • 54. DO YOU HAVE WRAP-AROUND / INDEPENDENT FUNDRAISING EVENT SUCCESS STORIES? • • • 2/27/2012 Integrated Marketing Plans for Special Events 54
  • 55. # 9 Cultivate new groups of fundraisers 2/27/2012 Integrated Marketing Plans for Special Events 55
  • 56. ENCOURAGE VOLUNTEERS TO FUNDRAISE People love your event enough to volunteer. Ask them to fundraise • Susan G Komen Chicago loves its loyal volunteers, and in 2011 for the first time, they asked volunteers to create a fundraising page as they registered. - Up side: WOW. 3 weeks before the event, donations brought in by volunteers accounted for 15% of total donations (wow!). It has helped them recognize some of their strongest supporters, like a Mrs. Illinois who has raised $3,000 … and wouldn't have done this if she wasn't asked! - Down side: “Some volunteers called up and complained, so we added their names to the volunteer list, no questions asked, no online registration. They‟re important to us as volunteers.“ • Endurance Events – encourage spouse, family members and friends of participant to volunteer … and why not fundraise at the same time? 2/27/2012 Integrated Marketing Plans for Special Events 56
  • 57. SPOTLIGHT CORPORATE PARTICIPATION • Companies today want to demonstrate corporate social responsibility. • So recruit companies. Encourage corporations to more fully participate in your event(s) as a company-wide community service (and wellness, if applicable) initiative. - The American Heart Association Heart Walk began in 2010 to make a national push to recruit corporations • The corporation sets a fundraising goal ($540,000 nationally for Union Bank in the example we‟ll look at) • An executive sponsor commits to work internally to recruit and motivate employees - The “corporate pyramid” tool within Friends Asking Friends allows companies to track their participation as a company with multiple teams within one or multiple events. - The system automatically tracks a company‟s local and national performance. 2/27/2012 Integrated Marketing Plans for Special Events 57
  • 58. 2/27/2012 Integrated Marketing Plans for Special Events 58
  • 59. 2/27/2012 Integrated Marketing Plans for Special Events 59
  • 60. 2/27/2012 Integrated Marketing Plans for Special Events 60
  • 61. HOW HAVE YOU SUCCESSFULLY CULTIVATED NEW GROUPS OF FUNDRAISERS WITHIN YOUR EVENT PROGRAM? • • • 2/27/2012 Integrated Marketing Plans for Special Events 61
  • 62. # 10 Sleep-in / virtual participant option 2/27/2012 Integrated Marketing Plans for Special Events 62
  • 63. WHAT IS A VIRTUAL PARTICIPANT? • Add a “sleep-in” or virtual participant option for supporters who either don‟t want to walk/race or live too far away … and still want to be a part of the event. • Generate some incremental revenue. Most events studied raised an additional 2 to 3% from “virtual” participants • Get better foresight into how many participants will actually show up for the event by giving people a way to indicate “I‟m not coming in person”. 2/27/2012 Integrated Marketing Plans for Special Events 63
  • 64. MORE SLEEP-IN / VIRTUAL OPTIONS • Sleep In for the Cure: Susan G Komen/Race for the Cure: Can‟t make it on Race Day? No problem! Register as a Sleep In for the Cure participant! - Maryland - $35 to register; get race t-shirt and bib (+3%*) - Orange County - $40 to register; get race t-shirt and bib (2%*) - Massachusetts - $10 registration fee / $300 in donations gets a t-shirt - virtual map of the state fills in as you fundraise *Percentages shown do not reflect final event results 2/27/2012 Integrated Marketing Plans for Special Events 64
  • 65. SLEEP-IN / VIRTUAL EXAMPLES • Boston Marathon Jimmy Fund Walk Virtual walkers are: - Participants who fundraise even though they will not walk in this year's event - Encouraged to raise as much money as they can but are not obligated to the fundraising minimum - Sent an official Walk T-shirt after Dec. 31, 2011, if they raise at least $250 - Pay no fee to register - Roughly 2.5%* of online revenue from virtual participants • Beyond the Bike Virtual Rider – http://beyondthebike.kintera.org - Fundraise as a "virtual rider" - only $10 to sign up. - ~ 3.5%* from virtual riders - Virtual participants encouraged to organizing a Fun Ride, hold a bake sale or car wash, host a party and charge admission, or sponsor a screening of Beyond Belief, a documentary of the ride. *Percentages shown do not reflect final event results 2/27/2012 Integrated Marketing Plans for Special Events 65
  • 66. HAVE A SUCCESS STORY TO SHARE ABOUT VIRTUAL PARTICIPANT CULTIVATION? • • • 2/27/2012 Integrated Marketing Plans for Special Events 66
  • 67. TRACK EVENT METRICS. DEPLOY NEW STRATEGIESplease. 120 characters or less, AS NECESSARY TO ADAPT MID-SEASON TO ENSURE YOU FINISH ON TARGET OR ABOVE! #BBCON 2/27/2012 Integrated Marketing Plans for Special Events 67
  • 68. • Define your metrics – check them regularly. Then make mid-season adjustments to stay “on target”. • Set up mobile donation forms in FAF – they‟re built into the system. • Define the profile of your most valuable participants, and encourage these qualities • Who are your most valuable participants? What are you doing to retain them? Make a plan to ensure they come back year after year. • If you‟re not already using social media, it‟s time to start. Facebook, Twitter, LinkedIn, and YouTube are valuable channels. 2/27/2012 Integrated Marketing Plans for Special Events 68
  • 69. What new ideas are you trying out that you hope are next year’s tips? 2/27/2012 Integrated Marketing Plans for Special Events 69
  • 70. Events Boot Camp November 7, 8, 9, 10 and 15th at 2 p.m. for full details visit: http://www.blackbaud.com/bb/faf/boot-camp.aspx 2/27/2012 Integrated Marketing Plans for Special Events 70

Editor's Notes

  1. TITLE SLIDE.
  2. http://www.netwitsthinktank.com/friends-asking-friends/creating-fundraising-superstars.htm
  3. Section header
  4. For many events such as Heart and Stroke Foundation’s Ride For Heart, they’re at the cap of the number of participants. There will be no more riders. But, they don’t want to cap fundraising. So, what are strategies to maximize fundraising?
  5. These are some great prizes for your top fundraisers, but what about those who aren’t even sure where to start?
  6. How do you deal with the proliferation of events that may compete for the hearts, minds, and $/time of your participants? The average event only retains 40% of participants(!). It takes far more effort (time/$) to recruit a new participant (or donor to your NPO) than it does to retain one.
  7. http://www.blackbaud.com/files/resources/downloads/WhitePaper_UnderstandingTheValueOfTeamCaptains.pdfRetention and revenue are two separate, yet connected topics. The report revealed on average 41 percent of participants who raised funds are retained from one year to the next. Across the group, retained participants account for about 53 percent of the current year revenue. Data from http://www.blackbaud.com/files/resources/downloads/WhitePaper_RunWalkRidePeerToPeerParticipantSurvey2011.pdf - In 2011, Blackbaud and the Run Walk Ride Fundraising Council conducted an online survey of individuals who have participated in at least one walk, ride, or run event in the last two years. Three out four respondents participated in multiple events. The survey did not require respondents to name the events or organizations they have raised funds for, but did ask for the organization’s mission (see Figure 1)
  8. In most cases, your participants don’t fundraise because they want to run, walk or ride in your event. They feel something for the cause, and that’s why they participate. Source: http://www.blackbaud.com/files/resources/downloads/WhitePaper_RunWalkRidePeerToPeerParticipantSurvey2011.pdf
  9. So make it personal! Susan G Komen Chicago has made a great effort to reach out to Survivors - get them involved – There was always a survivor parade every year, it was segregated by years - 1 year, 2 year, 5 years, 10 years… this made people unhappy. They reformed the notion, and started with a program to nominate a Survivor to win an award (Hope, Strength, Faith, Courage, Love, Believe) – 2011 was the second year. 2010 (first year) was okay, but in 2011 there were tons of nominations. The nomination forms were printed out and displayed in the Survivor Café. Now in the parade, all the Survivorswalk together behind the banners with their friends – families and friends stand on the sidelines and create a path. It has become a moment that&apos;s worth being there for and survivors get noticed. The Survivor Parade has gone from being a non-event few watched to an event that ensures there’s not a dry eye in the house.
  10. http://livestrongblog.org/2009/11/10/regsitration-for-ragbrai-now-open/Also Lupus Walk Atlanta – charismatic leader
  11. jonathan
  12. amy
  13. FAF websites will automatically, detect mobile browsers and display personal fundraising pages, donation forms and confirmations in a format that is easily managed on a mobile device. Blackbaud working with partners to develop mobile apps for droid and iPhone (Zuri, Charity Dynamics, etc). 40% of mobile subscribers go online on their mobile phones, about 75 million Americans 55% of mobile Internet users are online via their mobile phones at least once a day and 43% are access the mobile Internet “several times a day
  14. http://www.unitywalk.org/shining-stars.php http://www.dempseychallenge.org/2011-independent-fundraising-events http://www.walknowforautismspeaks.org/faf/home/ccp.asp?ievent=470163&amp;lis=1&amp;kntae470163=72294ED8E53D405FA140CA5997C64766&amp;ccp=44368
  15. Somewhat controversial but, we don’t get anywhere without asking.
  16. http://heartwalkbayarea.kintera.org/faf/home/default.asp?ievent=447198&amp;lis=1&amp;kntae447198=89409679EE9C45B3BB6CE56A250E753D