Don’t wait until the end of your event or the close of your fiscal year to analyze your data! By then, it’s too late to impact change – walking shoes are put away and credit cards are tucked neatly back into wallets. You have powerful reporting tools at your fingertips – do you know how to use them to increase your fundraising in real time? This session will help you put those rows of excel data into action. We’ll cover how to capitalize on specific participant or donor actions, like self-donation, and how to propel those into increased participant engagement and fundraising. Takeaways How to set up your forms in order to get better information Understand how to use that information to adjust your fundraising tactics Come away with a translation guide to turn an excel document into an action plan

1. Analysis into Action: Using Reporting to Impact Results
Analysis into Action:
Using Reporting to Impact Results Today
Laurie Schaecher
Senior Fundraising Data Consultant 12 June 2012
Event 360, Chicago, Illinois
© Event 360, Inc. My Charity Connects

2. Analysis into Action: Using Reporting to Impact Results
Helping organizations use experiences
to change the world.
immersive experiences . event fundraising
peer-to-peer engagement . social impact
© Event 360, Inc.

3. Analysis into Action: Using Reporting to Impact Results
Why Am I Here?
OBJECTIVE:
 Learn how to use real-time participant data to improve
your connections and increase event fundraising results
OUTCOME:
 Know how to set up your forms in order to get better
information
 Come away with a translation guide to turn an excel
document into an action plan
© Event 360, Inc.

4. Analysis into Action: Using Reporting to Impact Results
Agenda
• Get What You Need: Collecting information
via donation and registration forms
• Turning Data into Action: Using your
information to generate real fundraising
impact
© Event 360, Inc.

5. Analysis into Action: Using Reporting to Impact Results
Let’s talk about you.
© Event 360, Inc. © 2011 Convio, Inc. 5

6. Analysis into Action: Using Reporting to Impact Results
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7. Analysis into Action: Using Reporting to Impact Results
© Event 360, Inc.

8. Analysis into Action: Using Reporting to Impact Results
Get What You Need:
Collecting information via donation and
registration forms
© Event 360, Inc.

9. Analysis into Action: Using Reporting to Impact Results
Let’s Start at the Very Beginning
Make sure you are
collecting the basics,
including:
• Specific contact
information such as day,
evening and/or cell
phone numbers, home
vs. work address
• Logistic information
• Demographic
information: birtdate to
determine age, gender
© Event 360, Inc.

10. Analysis into Action: Using Reporting to Impact Results
Make Sure to Ask the Extras
Why are they participating/donating?
What’s their tie to the cause?
What’s their tie to your organization?
How did they hear about you?
Have they participated/donated before?
What is their fundraising goal?
Would they like to make a self-donation?
Would they like to get more involved?
© Event 360, Inc.

11. Analysis into Action: Using Reporting to Impact Results
Why So Many Questions?
Getting to know your
participants beyond
a demographic
allows you to:
• Segment & customize
communications
• Find your best
fundraisers/prospects
© Event 360, Inc.

12. Analysis into Action: Using Reporting to Impact Results
Event Affinity Drivers
Affinity to an activity
• I like to walk.
Affinity to a third party group
• I’m supporting my school/church/office as a team.
Affinity to participants or individuals
• I like to spend time with my friends.
Affinity to a cause
• I want to help find a cure.
Affinity to an organization
• I believe in this Foundation’s work.
© Event 360, Inc.

13. Analysis into Action: Using Reporting to Impact Results
Why are they
participating/donating? • Descriptive analytics
What’s their tie to the cause? • Customize
What’s their tie to your
organization? Communications
How did they hear about
you?
Have they
participated/donated before? • Predictive analytics
What is their fundraising
goal? • Fundraising behaviors
Would they like to make a
self-donation?
Would they like to get more
involved?
© Event 360, Inc.

14. Analysis into Action: Using Reporting to Impact Results
But should they be required?
Sometimes no answer
is great information
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15. Analysis into Action: Using Reporting to Impact Results
Prioritize Needs
• Make registration
(or donation) simple
• Limit the amount of
questions
• Add questions when
you are ready to act
on the answers
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16. Analysis into Action: Using Reporting to Impact Results
Effective Asks in Action
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17. Analysis into Action: Using Reporting to Impact Results
Effective Asks in Action
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18. Analysis into Action: Using Reporting to Impact Results
Effective Asks in Action
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19. Analysis into Action: Using Reporting to Impact Results
Effective Asks in Action
© Event 360, Inc.

20. Analysis into Action: Using Reporting to Impact Results
Turning Data Into Action:
Use your information to generate real
fundraising impact
© Event 360, Inc.

21. Analysis into Action: Using Reporting to Impact Results
Things to consider in your reporting
• Registration data vs. donor data
• Templates vs. custom reports
• Automating reports
• Focus on your most important metrics
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22. Analysis into Action: Using Reporting to Impact Results
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23. Analysis into Action: Using Reporting to Impact Results
WAIT.
I was promised there would
be no math.
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24. Analysis into Action: Using Reporting to Impact Results
First Steps to Action
• The answers are there,
you just have to look
for them
• Be familiar with their
link to the cause
• How would you communicate
with someone who is linked
to your cause but not your
organization?
• Look for hidden clues
that this
participant/donor is
loyal
© Event 360, Inc.

25. Analysis into Action: Using Reporting to Impact Results
Look for the clues
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26. Analysis into Action: Using Reporting to Impact Results
Look for the clues
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27. Analysis into Action: Using Reporting to Impact Results
Look for the clues
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28. Analysis into Action: Using Reporting to Impact Results
Take Action: Follow Up
Thank your repeat participants or donors
• Tell them something new about your organizations
Welcome new participants or donors
• Give them information about how to get more involved
Acknowledge their reasons for supporting you
• Show them that you are listening
Provide praise for their fundraising efforts
• A little encouragement goes a long way
© Event 360, Inc.

29. Analysis into Action: Using Reporting to Impact Results
Take Action: Pay Attention to Metrics
• Compare to year ago - is there an increase or
Total registrations/donors decrease?
• What recruitment efforts are paying off?
Source of registrations/donations • What could you cut?
Are most participants/donors new • What kind of overall messaging will resonate?
or returning?
What are the average, median and • How do these relate to your pre-set amounts?
mode donation amounts? Are your default levels too high or too low?
• Compare to year ago – percentages are
How many people are fundraising? important as number of registrants change.
• Compare to year ago – percentages are
How many people are setting up important as number of registrants change.
their Participant Center? • Are people taking action?
• Team members raise more – are your team
How many participants are on a numbers up or down from last year?
team? • Who is leading your biggest teams?
© Event 360, Inc.

30. Analysis into Action: Using Reporting to Impact Results
Make Data Part of Your Everyday
• Take weekly or monthly snapshots to understand year
over year performance
• Automate reports to pull on a regular basis
• Work backwards from your event date or campaign
to build in regular messaging
• Look at information around pre-event milestones to
determine effectiveness of promotions or asks
• Adjust future messaging or on-event features
• THANK participants or donors in a timely fashion
© Event 360, Inc.

31. Analysis into Action: Using Reporting to Impact Results
Walk for Education
Year 1 Year 2
Total Registrants 846 1,297
Total Donations Raised $ 42,300 $ 54,474
Fundraising Participants 203 272
% Fundraising Participants 24% 21%
How did you hear about the Walk for Education?
My child's school 15% 14%
The PSF Website 15% 15%
Ad in the local newspaper 10% 3%
Friend/Family member 50% 60%
Email from PSF 10% 8%
Reasons for Participating:
To support the Public School Foundation 25% 20%
I care about my child's education 50% 40%
I enjoy walking 5% 5%
A friend asked me to join their team 20% 35%
© Event 360, Inc.

32. Analysis into Action: Using Reporting to Impact Results
Your Guide to Take Back to the Office
Make sure you are asking the BASICS.
Ask the EXTRAS, including WHY people are supporting
your organization’s mission.
PERSONALIZE your messages based on what you know
about people’s motivations and the affinity drivers.
AUTOMATE your reports and REVIEW them regularly.
• Look for the hidden information!
MEASURE the response to different messages and
promotions
ADJUST your efforts as you move forward.
THANK your participants and donors.
© Event 360, Inc.

33. Analysis into Action: Using Reporting to Impact Results
Questions?
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34. Analysis into Action: Using Reporting to Impact Results
Contact
Laurie Schaecher
lschaecher@event360.com
event360.com/blog
© Event 360, Inc.

35. Analysis into Action: Using Reporting to Impact Results
Helping organizations use experiences
to change the world.
immersive experiences . event fundraising
peer-to-peer engagement . social impact
© Event 360, Inc.