This document discusses strategies for unlocking the potential of event participants through journey mapping and relationship building. It recommends segmenting participants based on things like donation amounts and past participation. Focusing communications like phone calls, emails and social media on top performers and using data to guide these efforts. Implementing tools like surveys to gather feedback and improve the participant experience is also suggested. The goal is to deepen engagement, increase donations over time and move participants to other giving streams through strategic communications.

1. THE DONOR JOURNEY CONTINUED: UNLOCK THE POTENTIAL OF YOUR EVENT PARTICIPANTS
August 19, 2014

2. Let us know what you think!
•Ask questions at any time by typing them into the Chat window within GoToWebinar and pressing Send
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3. Who Are We?
Heather McLean
Founder, hjc
Integrated Fundraising Specialist
Amy Milne
Director – Events CCS Ontario
Strategic, Customer Service
and Data-Driven Event Fundraiser
Mike Johnston
Senior Advisor, hjc
Integrated Fundraising Specialist
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4. Agenda
•Strategic Imperative for Events
•Journey Mapping Trends & Features
•4 Vital Tools
•Case Study
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5. STRATEGIC IMPERATIVE FOR EVENTS
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6. Gen Y
65% very comfortable (23% doing so now)
Gen X 56% very comfortable (24% doing so now)
Boomer
45% very comfortable (14% doing so now)
Mature
47% very comfortable (16% doing so now)
37%
6%
51%
37%
9%
51%
30%
5%
63%
24%
6%
68%
Once or twice
3+ times
Never
Gen Y
Gen X
Boomers
Matures
Engagement: Peer-to-Peer Fundraising
Supported Someone Else Raising Money on Behalf of a Charity
Never 19%
1-2 times 58%
3+ times 16%
DK 6%
Have Fundraised on Behalf of an Organization or Participated in a Run or Event to Raise Money
Reason for Support
To support the individual 24%
To support the Charity 8%
Both 61%
Comfort-level Talking to Others about Charities Support
•3-in-10 Boomers and Matures have
•8-in-10 have supported someone else raising money for a charity
no differences by generation
↓
↑
↑
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7. Next Generation of Canadian Giving
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8. Next Generation of Canadian Giving
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9. Why does LTV event matter?
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10. Why does LTV event matter?
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11. They look good when you find them:
1.Current participants
–Team Captains, Team Members, Individuals
2.Past participants
–Can include volunteers, committee members
3.Participants who don’t yet know they are a participant
–Constituents who have not participated before
–May or may not have a connection to your cause
4.Donors
–Untapped group – Someone, somewhere, said they don’t want to talk to you
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13. JOURNEY MAPPING TRENDS & FEATURES
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14. Customer Experience Journey Mapping
•Organizations which provide a compelling customer experience reap the benefits
•With products, services and pricing so competitive, customer experience is the last remaining sustainable differentiator
•Journey Mapping is an emerging and powerful technique to understand the needs of the customer, whether that customer is a consumer, citizen, student, patient, user, employee, member, or donor
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15. Lifecycle Marketing
You recognize that people go through stages as they interact with your organization, and that each stage requires different marketing actions.
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16. Content Creation
You create targeted content that answers your participant's basic questions and needs, and you share that content far and wide.
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17. Personalization & Context
As you learn more about your participants over time, you can better personalize your messages to their specific needs.
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18. Multi-Channel Presence
Donor Journeys are multi-channel by nature because they approach people where they are, in the channel where they want to interact with you.
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19. Integration
Your CRM & analytics tools all work together like a well-oiled machine, allowing you to focus on deploying the right content in the right place at the right time.
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20. Data & Systems Matter
•CRM Solution is Must.
•Data Integration is Must.
•Marketing Automation Capability is a Must.
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21. Objectives:
•Define a clear strategy for increasing the flow of event participant information and support within the charity, with clear measures for success
•Build deeper relationships with participants and become more empathetic to participants
•Create opportunities for participant movement, increasing cross-selling opportunities, through strategic cross-team communication
•Maximize long term value from participants
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22. What do they look like?
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23. 4 VITAL TOOLS TO UNLOCK POTENTIAL
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24. 4 Vital tools in unlocking your event potential
1.Use data analysis to guide segmentation
2.Team Captains/Champions
3.Have a plan
4.Managing internal resources to unlock EVERY participant/donor
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25. #1: Segmentation is Key
•Pareto’s principle is alive and well for event participants
•Look at your top 2% then your next 8%
–Do they stay the same from the year before?
–Did you lose any of your key players?
•With limited resources it’s important to hone personal coaching and stewardship for these folks
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26. 2012 2011 2010
2%
8%
20%
70%
2%
8%
20%
70%
2%
8%
20%
70%
• 2012 - Top 2%= 69 fundraisers who are key to support this year. These
champions receive enhanced cultivation support. Personal fundraising
coach. Welcome call from Executive Director or Board Member.
• 2011 - Top 2%= 69 fundraisers you need to re-engage. Consider calling
them personally to thank them for past participation and find out what you
can do to get them back to the event.
• Further 8% in past 2 years = 553 fundraisers who also deserve some
special attention. Event Chairs to call/welcome back.
$164,126.38
$180,161.64
$199,886.59
$255,668.59
$142,015.07
$152,081.03
$164,570.16
$226,930.63
$88,181.56
$122,799.46
$138,098.54
$200,280.45
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27. Key predictors of success
•More participants correlate with higher revenue
–But, it is important to recruit participants who FUNDRAISE – quality and quantity
•Recruit participants early
– Time as a participant means more donors
•Focus on teams
–Team participation correlates positively with increased fundraising and overall satisfaction
–Teams participate year over year
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28. More Predictors
•Watch for fundraising goal increases & decreases
–Those who increase their fundraising goal mean they have an affinity for fundraising and should be stewarded more intensely
•Can you track how many emails each participant sends?
–More emails means more donors! You get what you ask for!
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29. #2: Team captain retention?
•Yes please!
•Multi-year team captains raise 2 to 3 times more than multi year captains
•Multi-year captains will, on average, retain 86% of their previous year’s revenue
•These are your champions. Share the love these people and make them feel good!
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30. Segmentation
1.Team Captains raising > $500 or of large teams
2.Team Captains raising < $500 or of small teams
3.Team Members raising > $150
4.Team Members raising < $150
5.Individuals
6.Non-fundraisers
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31. #3: Having a plan matters
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32. #4: Managing Resources to give a better experience to EVERY participant
Team captain with large team or high goal
•Call from committee, personalised coach
Other team captains
•2 stewardship calls
Individuals
•promote upgrading
Team member
•basic experience
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33. Our checklist to unlock event potential
 Start small
 Plan ahead
 Work with volunteers
 Use segmentation as your guide
 Test and find out what works best for your organization
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34. Case Study: How to Unlock the Potential of your event donors
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35. What happens to revenue when you unlock that potential…
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36. Engagement Challenges
Challenges pre-2012:
•Different brands for community branches across Ontario
•Different event dates for each community event
•Different sponsors for community branches across Ontario
•Different prize/incentive programs
•No customer service model
•Little province-wide marketing
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37. Engagement Opportunities
Opportunities for 2012
•Addition of the Toronto walk
•Consistent brand for the event
•Different event dates for each community event
•Province-wide and local sponsors
•Consistent, provincially managed prize/incentive program
•Provincially marketed and integrated customer service model
•Celebrity endorsement
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38. Potential Worksheet of Your Own
•As we move through the next section, think about what you would do for your pledge event
•Make a checklist list as we go along and check it off or not…
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39. What they did with email to unlock great potential…
• Welcome Series
oAt registration each walker received a series of 3 timed emails.
oConditional content for Team Captains v. Team Members and for new Walkers.
•Other automated emails sent from the system based on lack of activity for certain number of days.
•Coaching Email Series
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40. What you can do to unlock that event potential
 Focus on your top performing segments
 Focus on your non-performing segments
 Take advantage of your technology’s tool set ex automated emails
 Test
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41. What they did with the phone to unlock potential…
•Assign the top 2% of fundraisers and corporate team captains to a personal fundraising coach for monthly phone call.
•Every team captain and new registered participant gets a welcome phone call.
•Next 8% of top fundraisers get a personal call from their Walk Committee Chair.
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42. What you can do with the phone…
 Focus on your top performing segments
 Focus on your non-performing segments
 Work with staff and volunteers
 Test using the phone and see what kind of results you get!
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43. What they did with a survey to unlock event potential…
•Immediately following the Walk post-event survey sent to participants
•Survey includes questions about event experience, the site and online tools, as well as reasons for Walking.
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44. What you can do to unlock greater potential with a survey
 Plan to send a post-event survey
Use Survey Monkey (it’s free!)
 Offer an incentive to complete
 Capture actionable information about participants + event experience
 Ask for feedback on your engagement strategies!
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45. What they did with social to unlock event potential…
Twitter
Event hashtag
•Recognize top fundraisers and teams
•Post fundraising and walking tips
•Encourage re- tweeting/conversation
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46. What they did
Facebook
unique Event page (location specific) + custom landing tab on profile page
•Post weekly results to goal
•Post important Walk info
•Recognize top fundraisers and teams
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47. What else can you do?
•Getting event donors and event participants into other giving streams
•Lifecycle management/lifecycle analysis
•Alberta Cancer Foundation
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48. Why does LTV even matter?
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49. Why does LTV even matter?
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50. Thank You!
•If you want to continue the discussion, please email us:
•Mike Johnston: mjohnston@hjcnewmedia.com
•Heather Mclean: heather.mclean@hjcnewmedia.com
•Amy Milne:
Amilne@ontario.cancer.ca
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