6 Simple Breakthrough Ideas for your next Pledge Event

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1.6 SIMPLE WAYS THAT YOU CANACHIEVE BREAKTHROUGH RESULTSFOR YOUR PLEDGE EVENTPresented by: hjc2. Take our survey at the end ofthe session! At the end of the session, well ask you to go online and fill out our integration survey. Well select 1 WINNER to receive complimentary 1-hour pledge event fundraising consulting sessionhttp://www.surveymonkey.com/s/MKJWHWP 3. What we will cover this morning... The unique Canadian and generationalimperatives for experiential fundraising events 6 ways to maximize your event impact:1. Data & KPIs2. Website3. Survey4. Social media5. Segmentation and Stewardship6. Multi-Channel Communication: Phone and Online 4. Remember...Its tempting to follow trendsBUT follow your supporters 5. GENERATIONAL IMPERATIVE FOREVENTS 6. 2011 First Engagement Direct donation40% Supported a friend 15% Visited website23% Donated goods14% Gen Y Information20% Attended event 15% Direct donation49% Attended event 12% Donated goods19% Supported friend 16% Gen X Visited website14% Direct donation51% Information18% Donated goods25% Boomers Supported a friend 18% Direct donation62% Information19% Donated goods13% Supported a friend 18% Civics Visited web site 10% 7. Canadians do more event fundraising thanour US cousins 8. DEMOGRAPHIC IMPERATIVES: HOWBOOMERS AND YOUNGER DONORS ARE EVENT FANATICS NOW AND IN THE FUTURE! 9. BOOMERS (MID-AGED DONORS) 10. Boomers havedecided that givingmust be funAnd it must be doneon their termsGone is the idea ofthe unconditional giftof their parentsTheir giving showstheir own brand 11. Boomer Donors66% give $4.1B/year Enjoy peer-to-peer giving Want to sign petitions, read newsletters Like to attend events and volunteer Really favor tribute giving/giving in lieu of traditional gift 12. 78 million boomers in the US are beginning to retire one survey found want to have a positive social impact*why not give them something to do* NYTimes, NicolasKristof, July 21, 08 13. As one boomer says on helpingcharities: It wasnt a matter ofbeing a Mother Teresa. It was amatter of, Boy, that soundslike fun!* NYTimes, NicolasKristof, July 21, 08 14. How boomers act compared to civicsand how this makes sense for online socialnetwork fundraising 15. The Current and Future DonorHyper-adventure giving feelingyoung and having fun while giving 16. Cycle event for health relatedcharityThe age range here is leaningtowards Gen X or boomers.53.8% of participants are between 35 -54. The event is low endurance which mayexplain the higher age bracket. There is a fairly even gendersplit here. The health issue forwhich the event raises money for is gender neutral and theactivity is physical which mayexplain this split. 17. Fairly even gender split but more men then Registered Participants for a high endurance women. High level of male participationcycling event. probably related to high endurance nature ofMale: 60%eventFemale: 40%Age Under 30:23%Young demographic. 46% under 40. Again 30-40: 23%probably related to physical demands of the 40-50: 32% event. 50-60: 18% Over 60:4% Note that most of the participants wereOnly 10% are avid cyclists not regularly engaging in the activity athand. Most participants for this event had some connection to thefundraising cause 18. Extreme GivingHyper-adventure giving feelingyoung and having fun while giving 19. Stretch goals 20. Stretch Goals 21. Personal pageStretch goal of$10,000+Mission/tripconnectionExperiential 22. And then there is Gen Z Do you havean integratedplan forsupportersunder 15? 23. Maximizing peer 2 peer Third party event portals Memorial/tribute/honour giving Celebration fundraising School/church fundraising 24. Too manual 25. Leveraging online 26. Going even farther 27. Peer to Peer and milestone giving 28. Peer to Peer and Milestone Giving 29. Trend review Extreme Fundraising Ego Fundraising Boomer blip Leverage social networks to your advantageand to their social elevation 3rd party event portals for pledge events P2P formemorializing/honouring/celebrating lovedones 30. WAY #1: CREATING A DATA-DRIVENEVENT CULTURE 31. Why look at event data? Inject the science of fundraising intoevents Events are seen separate toorganizational fundraising efforts Other than revenue and attendance thereis little benchmarking Data audits can tell us the who weshould focus our time and energy on withstretched resources 32. Start by asking... What metrics are most important to yournon-profit? How does event fundraising impact thosemetrics? What are you currently measuring? What decisions might you make withmore insight or more data? 33. Establish meaningful KPIs Selecting good metrics, and turning them into keyperformance indicators (KPIs), is critical to an organization inachieving its objectives. KPIs by themselves are not metrics, although they make useof the metric data. Instead, useful KPIs accomplish four primary objectives: Provide succinct definition that summarizes the nature of therelationship between the data; Establish an expectation for performance; Reveal meaningful change in activity for a selected period, and; Influence remedial action. If a KPI goes up or down, it shouldspur a corresponding business action. Otherwise, it is not atrue KPI. 34. A few tips! Stay rooted in the customer data, notinternal agendas Gain perspective on whats driving results Condition stakeholders to review KPItrends monthly or more often ifnecessary 35. EVENT KEY PERFORMANCEINDICATORS 36. Which benchmarks?Mission Key metrics: Number of events Revenue Participant satisfaction GiftsDonorsParticipants Event 37. Number of EventsNumber of events facilitate mission by providing revenue through fundraising participantsMore events create more mission impact because participants increase with number of eventsEvent quality matters! It speaks to the care you put into your brand and your mission. 38. Participant Satisfaction Post-event surveys can leave clues toretention!QuestionFirst time walkerReturn walkerOverall, what was your Excellent/EVENT experience like this 97.4%93.0% goodyear? Question First time walker Return walker Will you joining us Yes 76.3% 90.3% next year?No / Dont know 23.7%9.7% 39. Which benchmarks?Mission Key metrics: # of participants Revenue % fundraising Team participation Gifts Number of emails sent Renewal/Attrition ratesDonorsParticipants Event proprietary and confidential 40. Participant KPIs 2007 20082009 2010Total Number of Participants 5,3196,18511,324 11,152Total Fundraising Revenue $682,518 $926,392 $1,552,746 $1,794,078% Participants on a Team73%73% 77%76%Number of Active Fundraising 2,3993,151 5,4346,225Participants% Participants Fundraising45%51% 48%56%% Participants Fundraising23%/51%30%/58%27%/57%32%/58%Online (Total/Active)% Participants with $0 raised 55%49% 52%44% 41. Segmentation Fundraisers 0 to 12 MonthsFundraisers 13 to 24 MonthsFundraisers 25 to 36 MonthsRevenue Totals For Revenue Totals For Revenue Totals ForLast 36 Months Last 36 Months Last 36 Months 2% $871,514 2% $286,0472%$102,828 8% $729,422 8% $286,8928% $121,45420%$630,578 20%$280,681 20% $124,05370% $474,33070%$239,224 70%$126,054 Top 2%/0-12 months = 124 fundraisers who are key to support this year. Thesechampions receive enhanced cultivation support. Personal fundraising coach.Welcome call from Executive Director or Board Member. Top 2%/13-36 months = 122 fundraisers you need to re-engage. Consider callingthem personally to thank them for past participation and find out what you can doto get them back to the event. Further 8% in past 2 years = 820 fundraisers who also deserve some specialattention. Event Chairs to call/welcome back. 42. Which benchmarks?Mission Key metrics: Number of donors Revenue Average and mediandonors per participant GiftsDonorsParticipants Event proprietary and confidential 43. Overview of Walk Donor Revenue20062007200820092010Total Revenue$765,983.00 $887,398.00 $1,129,222.00 $1,789,308.00 $2,072,069.00# of Gifts 16,83218,82722,04736,99337,437Avg Gift $45.51$47.13 $50.40$48.37$55.36# on File16,18631,665 49,70980,208 109,661# Active 16,18618,155 21,57435,34235,584% Active100%57%43% 44% 32%# Renewed N/A2,6762,991 3,408 4,747# New N/A15,479 17,94430,59929,453# Reactivated N/A N/A6391,335 1,384# Stopped Giving 12,30513,882 17,29530,595 N/A 44. Donor KPIs 200720082009 2010# of fundraising participants2,399 3,151 5,4346,225# of walk donors18,15521,574 35,342 35,584average # of donors/participant 7.6 6.8 6.55.7median # of donors/participant 4333proprietary and confidential 45. Which benchmarks?Mission Key metrics: Overall revenue and Revenuefundraising revenue(gross and net) Gifts Compounded annualgrowth rateDonors Fundraising revenueper participantParticipants Event proprietary and confidential 46. Revenue2007 200820092010Revenue $1,133,000 $1,493,000 $2,262,000 $2,539,000Annual Growth Rate N/A31%51%12%Expenses$303,000 $329,000$453,000$610,000Surplus $830,000 $1,164,000 $1,809,000 $1,929,000% of Dollar to Programs73%78%80%76%Compounded Annual Growth Rate 22.35%2007-2010 47. Revenue KPIs 2007200820092010Fundraising$887,398.00 $1,129,122.00 $1,789,308.00 $2,072,069.00Participants 5,3196,18511,32411,152Fundraisers2,3993,151 5,434 6,225Donors 18,15521,57435,34235,584proprietary and confidential 48. Do you use benchmarks with yourown data?DriverBenchmark* Benchmark ** WWoHWWoHFundraising/Participant Not provided Median $110Avg. $137.12, Avg. $160.88,Median $115 Median $110Fundraising Growth-7.63% 15%58.47%15.80%Attendance Growth .22% 11%83.09%-1.52%* Industry Benchmarks from Run, Walk, Ride 30 Survey**Industry Benchmark provided by Event360 49. Participants Who Raised More, The SameOr Less200820092010 # % # % # %Raised More 32410 392759810Raised Same 2,49279 4,63485 4,99479Raised Less 33511 408868011 50. Which benchmarks?Mission Key metrics: Conversion rates to org Revenuedonor # of opt-ins for org Giftsfollow-up The ask!!!!Donors Focus on reasonspeopleParticipantsparticipate/segmentedcommunication Event 51. WAY #2: WEB SITE 52. What do you think?Key Components of an Online Event Website: 53. Key Components for the Website Registration Top team fundraisers Top individual fundraisers Event details Support FAQs Phone number Simple steps to participate Donate opportunity without registering Multiple ways to donate Search teams, individuals Connection to mission How $$ are used Emotional appeal Event goal Opportunity to request info email, mail Social Media Links 54. 6/28/2012 proprietary and confidential 55 55. proprietary and confidential 56 56. and confidential 57. Use the registration form tocapture key info Team captains How many team members do you expect? Do they increase the team fundraising goal? More personalized service, immediate telephone call (more on this later) Team members Do they increase their personal fundraising goal? Are they the top fundraiser on their team? Individuals Consider a singles board Upgrade to a team Corporate team Matching gift option? 58. Encourage self-sponsorship atregistration 19/20 top fundraisers for MSFs Be There1st donated to themselves 25% of all donations (not-general) wereself-donations In many cases, participants mademultiple donations to themselves. 59. Participant Centre Key part of communication for yourparticipants Set up personal and team pages,customize with photos and copy Send emails to friends and family View campaign updates 60. Participant Centre Features Import your address book Send varieties of email templates to your contacts Join Support Thank you Users can edit these messages and previewbefore sending. Easily see which of your address book contactshave been sent each message, correspondingdate, and whether or not they have donated toyou or your team. 61. 6/28/2012 proprietary and confidential 62 62. 6/28/2012 proprietary and confidential 63 63. The two BIG asks1. Charity asks people to participate2. They then ask their friends, family, co-workers, classmates to give The biggest reason people dont give?THEY ARE NOT ASKED So, make it simple, provide people withthe tools, give them templated emails,encourage them along the way 64. Listen to your supporters!WAY #3: SURVEY 65. The case against anonymous post-event surveys Understand why they participate in theevent and craft communication plan Track issues and deal with thempersonally (renewal is vital) Understand if person likes incentives or isturned off by them 66. Also, use the registration form tocapture key info Team captains How many team members do you expect? Do they increase the team fundraising goal? More personalized service, immediate telephone call (more on this later) Individuals Consider a singles board Upgrade to a team Team members Do they increase their personal fundraising goal? Are they the top fundraiser on their team? Corporate team Matching gift option? 67. Reasons people participate in anevent: Affinity to activity I like to walk and be outside. Affinity to third party group I want to support my companys initiative to take an active role in the event. Affinity to participants I like to spend time with my neighbours or friends. Affinity to cause I want my children to live in a world without ovarian cancer. Affinity to organization I believe strongly in Ovarian Cancer Canada. 68. Make sure you leverageWAY #4: SOCIAL MEDIA 69. Social media landscape Facebook is the #1 social network used bynonprofits (98%) Twitter adoption rate is increasing Paid, earned and owned media Online communities growing morelikes, more followers New players: Google+ and PinterestSource: The Nonprofit Social Network Benchmark Report, 2012 70. Choose the best network for your eventWALK FOR KIDS HELP PHONE 71. WALK FOR KIDS HELP PHONE10 Quick Wins to Implement 72. We looked at 4 generations GEN Y BOOMERSTrendsetters Frequent Early Adopters internet users Willingness to try Less likely to upload new social networks Videos or listento podcastsGEN XCIVICSSimilar to Gen Y but More passive on not as quick to adopt social media More regular users 50% using Facebook of LinkedIn and YouTube 73. Donors like peer to peer on socialnetworks Donors like the idea of their friends andfamily asking for donations via socialnetworks Younger people find this the mostappropriate but older people are open tothis too How can we use social media as a peer topeer channel? 74. Social media & Peer-to-Peer The past decade saw the meteoric rise ofpeer to peer fundraising as a tool onengaging younger donors But as internet user starts to spend moreand more time on social networks thedays of emailing to ask for a peer-to-peergift may be declining 75. Social media is #1 online activitySource: comScore Media Metrix, March 2007 - October 2011 76. Social Media Turbo charge forpeer to peer fundraisingSource: Blackbaud Social Giving Report 2011 77. Social Media Turbo charge forpeer to peer fundraising Source: Charity Dynamics, 2011 78. 4 steps for social media success1. Make sharing easy2. Empower your participants3. Communicate regularly4. Measure, refine, repeat 79. 1. Make sharing easy Add sharing buttons to your website,emails, all collateral so people knowwhere you are 80. 1. Make sharing easy Have a physical event? Promote a Twitter hashtag Be active on location-based social networks(Facebook, Foursquare) Take lots of photos Constant reminders of your social mediapresences 81. 2. Empower your participants Give them clear direction on how theycan help Give them tools to help raise moneythrough social channels 82. Have participants fundraise foryou everywhere 83. 3. Communicate regularly Social media has got to be all in Keep the social in social media, cant just push yourorganizations content, need to engage in a dialogue Reserve time to monitor your social media channels ona regular basis Respond to comments or questions made by yourfollowers on your posts Ask logical, relevant questions of your followers in posts Repost/retweet interesting relevant posts from othersengaging with you on social media Keep your social media activities going year-round 84. 3. Communicate regularly A schedule can really help with your communications strategy 85. 4. Measure, refine, repeat Shocking how many orgs go through thetrouble of a social media strategy with noplans to track its success Track everything you can to the best of yourability Messaging: polls, photos, positive/negativesentiment Social cues: likes, shares, retweets Fundraising: donations, registrations Website: pages/visit, time on site, bounce rate 86. How is social media measured? Source: comScore/Buddy Media 87. 11) Keep A Dashboard Find tools to help you aggregrate socialmedia numbers in support of an event Monitor the dashboard and make tacticaland strategic decisions based on whatyou see 88. Social media summary Your constituents are on (multiple) socialmedia networks, are you? 4 steps to social media success1. Make sharing easy2. Empower your participants3. Communicate regularly4. Measure, refine, repeat 89. Communicate personally with the best ROIWAY #5: SEGMENT AND STEWARDMORE EFFECTIVELY 90. How can you be efficient in yourcommunications? 91. Segment donors Segmentation is the key to ensuring youare spending the right amount of time onthe right participants1. Team Captains raising > ? or of large teams2. Team Captains raising < ? or of small teams3. Team Members raising > ?4. Team Members raising < ?5. Individuals6. Non-fundraisers 92. Pareto Of your top 20% of participants, give ahighly personalized experience to the top4% Assign a personal fundraising coach check-in regularly Also provided additional support for teamcaptains of large team (10+ people) 93. Managing resources Team captain with large team or high goal account manager visit, personalised kit Other team captains account manager, standard kit Individuals promote upgrading Team member basic kit 94. Stewardship Thank you call Congratulations on completely your firstWalk Encourage sign up for next years Walk First time Walker thank you email series Links to social media to stay involved yearround Encouraging sign up for next years Walk 95. Recruitment EmailsAudience 2010 Participants 2010 Participants 2010 Participants 2010 Participants 2010 Participants 2010 Participants 2010 Participants WalkKill File2011 Participants 2011 Participants 2011 Participants 2011 Participants 2011 Participants 2011 Participants 2011 ParticipantsSequenceEmail 1 Email 2Email 3Email 4 Email 5 Email 6Email 7 19 weeks before 16 weeks before 13 weeks before 10 weeks before 7 weeks before 4 weeks before 1.5 weeks beforeTimingevent event event eventeventevent eventSend Date 06-May27-May 17-Jun08-Jul29-Jul 19-Aug 02-Sep12-Sep An exclusiveinvitation for last How your WWoHIn less than a Time-sensitive A new year of 3 reasons youWhat doesyears WWoHdollars make a month/ informationMessage WWoH/ Team should sign up forWWoH mean toparticipants/ difference/ Countdownabout this years captain invitationWWoH today you?Highlighting 2010 Survivor spotlight invitation WWoH Day of success Sign up online for Sign up online for Sign up online for Sign up online for Sign up online for Sign up online for Sign up online forCALL TO ACTION 2011 2011 2011 2011 2011 2011 2011Emails with Start a teamStart a teamStart a teamStart a teamconditional------------------------------------------------------------------------content for pastSign up onlineSign up onlineSign up onlineSign up onlineteam captainsproprietary and confidential 96. Coaching EmailsAudience All 2011 Participants WalkSequenceEmail 1 Email 2 Email 3 Email 4Email 5 Email 6 Email 7 Email 8 Email 9Email 10 Email 11Email 12 Email 13 18 weeks15 weeks12 weeks10 weeks 8 weeks 6 weeks 4 weeks 3 weeks2 weeks8 days4 days Day3 daysTimingbeforebeforebeforebefore beforebeforebeforebefore beforebeforebeforebefore afterevent event event eventevent event event eventevent event event WWoHeventSend Date 08-May29-May 19-Jun03-Jul17-Jul31-Jul14-Aug21-Aug28-Aug04-Sep 08-Sep11-Sep 12-Sep15-SepTip: AddDo your Tip: New waysAn your Facebook How your 3 steps toTheSuccessfuto update WWoHfriendsWWoHA WWoH fundraisinWhy you10 friends WWoHlEvent ThankMessage g success fundraise WWoHon yourURL to know that dollars and $10totals so fundraisin teamDetailsYou with progressyour youre help savechallenge- tutorialfar... g on Facebook so far emailWalking livesFacebook signature this year? Which DoubleAsk 4Donateteam Share your newyourSend Send memberPersonalyourtotalsCreate aSend an potential profile picstreamsstreamscan raise Prepare Share donation/ WWoH todaypersonal email donors onon onAsk 10 the mostfor the your update story on ------------- URL/ Addwith 2 ------------- Facebook Day ofCTA page/ Facebookyour---- it to yourFacebook key friends ---- / Send$ WWoH/WWoH --------------------------for $10between Last emailexperiencsend personal PersonalemailcancerAsk 8 streams---- ---- now andpush e/Survey emailspage/ Tell donation/ signature facts new ------------- goalGoalthis 6 friends send potential----weekend emails donorsgoal?Updated $100+personalTeamRaised $Team emails Team raised TeamTeam TeampageCaptainsNo goalonline CaptainsNo goalsent Captains online No goal Captains CaptainsCaptains ------------- ------------- ------------- ------------- ------------- ------------- ------------- ------------- ------------- ------------- ------------- --------------------------Conditionals ----------------- ------------- ------------- ----- ---------- NotTeam goal$0 raisedTeam goalno emailsTeam >$100 goal TeamTeam Teamupdated Memberspersonal online proprietary and confidential Members sentMembers raised online Members MembersMemberspage 97. Newsletter-style email: 98. Participant segmentation Allowed for specific and targeted fundraisingmessages Team Captains Raised $0 Raised $500 99. Strong content/great incentives 100. WAY #6: MULTI-CHANNELCOMMUNICATION: PHONE ANDONLINE 101. HOW TO USE THE TELEPHONE WITHPLEDGE EVENTS 102. The Phone can be irritatingThe bathtub was invented in 1850 and the telephone in 1875.In other words, if you had been living in 1850, you could have sat in the bathtub for 25 years without having to answer thephone Bill DeWitt 103. ButThe telephone, which interrupts the mostserious conversations and cuts short the mostweighty observations, has a romance of itsownVirginia Woolf 104. The phone and online? Prc nta eof G l Ris d - w a w a c lle e g oa a e ithout nd ith a 10090 Percentage of Goal Raised (%)80706050Percentage of Goal40Raised302010 0 1 2 1: without call; 2: with call 105. Further tests A phone test was conducted a second year withonline event registrants The test group that received a phone call (2.5minutes in length) raised $131.42 more than aregistrant who did NOT receive a call 106. Online pledge pages andcalling.Yoga In MotionImpact of Calling Participants$1,000 $920.09 $900 $800$722.18 $700 Average Revenue ($) $600Up 27.4% $500 $400 $300 Avg. Revenue $200Per Participant $100 $- Not CalledCalledAction Taken 107. High touchhigh gift amounts 20 board member pages $237,534 raised ($143,000by one board member) Phone used tostimulate, manage, and helpboard members with theirpersonal pages 108. The phone and pledge pages are beautiful partners Average RaisedIncluding Inactive Participants No Call1 call 2 calls $84.01 $187.59$456.18Excluding Inactive Participants $140.30 $213.85$596.54hjc Proprietary & Confidential111 109. MSF contact was perfect. I receivedone call that was meant to answer anyof my questions and assist me infundraising. It was great. Participant Survey RespondentThe number one rated interaction with MSF was the phonecall over the three month campaign!hjc Proprietary & Confidential 112 110. When to Call? 111. What to say? Thank you for registering Can I help at all? Youre doing a great job! Is thetechnology working for you? Anyquestions at all? One week til race day! Youve reached your fundraising goal!Lets raise it. 112. And one last thing! How do you convert your lapsed donors andpledge participants? Very carefully! You need to combine online, mail, and thephone You need to come up with a monthly givingoffer that is connected to theiremotional, personal connection to theindividual and team experience of theevent 113. Take our survey!Go online and fill out the survey! Well select 1 WINNER toreceive complimentary 1-hour pledge event fundraisingconsulting sessionhttp://www.surveymonkey.com/s/MKJWHWP 114. Thank you! Mike Johnstonmjohnston@hjcnewmedia.com Tara Irwintara.irwin@hjcnewmedia.com Mark McGrathmark.mcgrath@hjcnewmedia.com

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