IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
6 Simple Breakthrough Ideas for your next Pledge Event
1. 6 SIMPLE WAYS THAT YOU CAN
ACHIEVE BREAKTHROUGH RESULTS
FOR YOUR PLEDGE EVENT
Presented by: hjc
2. Take our survey at the end of
the session!
At the end of the session, we’ll ask you to go online and fill out
our integration survey. We’ll select 1 WINNER to receive
complimentary 1-hour pledge event fundraising consulting
session
http://www.surveymonkey.com/s/MKJWHWP
3. What we will cover this morning...
• The unique Canadian and generational
imperatives for experiential fundraising events
• 6 ways to maximize your event impact:
1. Data & KPIs
2. Website
3. Survey
4. Social media
5. Segmentation and Stewardship
6. Multi-Channel Communication: Phone and
Online
6. 2011 First Engagement
Direct donation 40% Supported a friend 15%
Visited website 23% Donated goods 14%
Gen Y Information 20% Attended event 15%
Direct donation 49% Attended event 12%
Donated goods 19% Supported friend 16%
Gen X
Visited website 14%
Direct donation 51% Information 18%
Donated goods 25%
Boomers Supported a friend 18%
Direct donation 62% Information 19%
Donated goods 13% Supported a friend 18%
Civics
Visited web site 10%
10. Boomers have
decided that giving
must be fun
And it must be done
on their terms
Gone is the idea of
the unconditional gift
of their parents
Their giving shows
their own brand
11. Boomer Donors
66% 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 ½ want to have a positive
social impact*…why not give
them something to do…
* NYTimes, Nicolas
Kristof, July 21, 08
13. As one boomer says on helping
charities: “It wasn’t a matter of
being a Mother Teresa. It was a
matter of, ‘Boy, that sounds
like fun!”…
* NYTimes, Nicolas
Kristof, July 21, 08
14. • How boomers act – compared to civics
and how this makes sense for online social
network fundraising…
15. The Current and Future Donor…
Hyper-adventure giving – feeling
young and having fun while giving
16. Cycle event for health related
charity
The age range here is leaning
towards Gen X or boomers.
53.8% of participants are
between 35 -54. The event is
low endurance which may
explain the higher age bracket.
There is a fairly even gender
split here. The health issue for
which the event raises money
for is gender neutral and the
activity is physical which may
explain this split.
17. Fairly even gender split but more men then
Registered Participants
for a high endurance
women. High level of male participation
cycling event. probably related to high endurance nature of
Male: 60% event
Female: 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 were
Only 10% are avid cyclists
not regularly engaging in the activity at
hand. Most participants for this event
had some connection to the
fundraising cause
29. Trend review
• Extreme Fundraising
• Ego Fundraising
• Boomer blip
• Leverage social networks to your advantage
and to their social elevation…
• 3rd party event portals for pledge events
• P2P for
memorializing/honouring/celebrating loved
ones
31. Why look at event data?
• Inject the ‘science of fundraising’ into
events
• Events are seen separate to
organizational fundraising efforts
• Other than revenue and attendance there
is little benchmarking
• Data audits can tell us the ‘who’ we
should focus our time and energy on with
stretched resources
32. Start by asking...
• What metrics are most important to your
non-profit?
• How does event fundraising impact those
metrics?
• What are you currently measuring?
• What decisions might you make with
more insight or more data?
33. Establish meaningful KPIs
• Selecting good metrics, and turning them into key
performance indicators (KPIs), is critical to an organization in
achieving its objectives.
• KPIs by themselves are not metrics, although they make use
of the metric data.
• Instead, useful KPIs accomplish four primary objectives:
– Provide succinct definition that summarizes the nature of the
relationship 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 should
spur a corresponding business action. Otherwise, it is not a
true KPI.
34. A few tips!
• Stay rooted in the customer data, not
internal agendas
• Gain perspective on what’s driving results
• Condition stakeholders to review KPI
trends monthly – or more often if
necessary
36. Which benchmarks?
Mission • Key metrics:
– Number of events
Revenue – Participant satisfaction
Gifts
Donors
Participants
Event
37. Number of Events
•Number of events facilitate mission by
providing revenue through fundraising
participants
•More events create more mission impact
because participants increase with
number of events
•Event quality matters! It speaks to the care
you put into your brand and your mission.
38. Participant Satisfaction
• Post-event surveys can leave clues to
retention!
Question First time walker Return walker
Overall, what was your
Excellent/
EVENT experience like this 97.4% 93.0%
good
year?
Question First time walker Return walker
Will you joining us Yes 76.3% 90.3%
next year? No / Don’t know 23.7% 9.7%
39. Which benchmarks?
Mission • Key metrics:
– # of participants
Revenue – % fundraising
– Team participation
Gifts – Number of emails sent
– Renewal/Attrition rates
Donors
Participants
Event
proprietary and confidential
40. Participant KPIs
2007 2008 2009 2010
Total Number of Participants 5,319 6,185 11,324 11,152
Total Fundraising Revenue $682,518 $926,392 $1,552,746 $1,794,078
% Participants on a Team 73% 73% 77% 76%
Number of Active Fundraising
2,399 3,151 5,434 6,225
Participants
% Participants Fundraising 45% 51% 48% 56%
% Participants Fundraising
23%/51% 30%/58% 27%/57% 32%/58%
Online (Total/Active)
% Participants with $0 raised 55% 49% 52% 44%
41. Segmentation
Fundraisers 0 to 12 Months Fundraisers 13 to 24 Months Fundraisers 25 to 36 Months
Revenue Totals For Revenue Totals For Revenue Totals For
Last 36 Months Last 36 Months Last 36 Months
2% $871,514 2% $286,047 2% $102,828
8% $729,422 8% $286,892 8% $121,454
20% $630,578 20% $280,681 20% $124,053
70% $474,330 70% $239,224 70% $126,054
• Top 2%/0-12 months = 124 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.
• Top 2%/13-36 months = 122 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 = 820 fundraisers who also deserve some special
attention. Event Chairs to call/welcome back.
42. Which benchmarks?
Mission • Key metrics:
– Number of donors
Revenue – Average and median
donors per participant
Gifts
Donors
Participants
Event
proprietary and confidential
43. Overview of Walk Donor Revenue
2006 2007 2008 2009 2010
Total Revenue $765,983.00 $887,398.00 $1,129,222.00 $1,789,308.00 $2,072,069.00
# of Gifts 16,832 18,827 22,047 36,993 37,437
Avg Gift $45.51 $47.13 $50.40 $48.37 $55.36
# on File 16,186 31,665 49,709 80,208 109,661
# Active 16,186 18,155 21,574 35,342 35,584
% Active 100% 57% 43% 44% 32%
# Renewed N/A 2,676 2,991 3,408 4,747
# New N/A 15,479 17,944 30,599 29,453
# Reactivated N/A N/A 639 1,335 1,384
# Stopped Giving 12,305 13,882 17,295 30,595 N/A
44. Donor KPIs
2007 2008 2009 2010
# of fundraising participants 2,399 3,151 5,434 6,225
# of walk donors 18,155 21,574 35,342 35,584
average # of donors/participant 7.6 6.8 6.5 5.7
median # of donors/participant 4 3 3 3
proprietary and confidential
45. Which benchmarks?
Mission • Key metrics:
– Overall revenue and
Revenue fundraising revenue
(gross and net)
Gifts – Compounded annual
growth rate
Donors – Fundraising revenue
per participant
Participants
Event
proprietary and confidential
48. Do you use benchmarks with your
own data?
Driver Benchmark* Benchmark ** WWoH WWoH
Fundraising/Participant Not provided Median $110 Avg. $137.12, Avg. $160.88,
Median $115 Median $110
Fundraising 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 Same
Or Less
2008 2009 2010
# % # % # %
Raised More 324 10 392 7 598 10
Raised Same 2,492 79 4,634 85 4,994 79
Raised Less 335 11 408 8 680 11
50. Which benchmarks?
Mission • Key metrics:
– Conversion rates to org
Revenue donor
– # of opt-ins for org
Gifts follow-up
– The ask!!!!
Donors – Focus on reasons
people
Participants participate/segmented
communication
Event
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
58. Use the registration form to
capture 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?
59. Encourage self-sponsorship at
registration
• 19/20 top fundraisers for MSF’s Be There
1st donated to themselves
• 25% of all donations (not-general) were
self-donations
• In many cases, participants made
multiple donations to themselves.
60. Participant Centre
• Key part of communication for your
participants
• Set up personal and team pages,
customize with photos and copy
• Send emails to friends and family
• View campaign updates
61. 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 preview
before sending.
• Easily see which of your address book contacts
have been sent each message, corresponding
date, and whether or not they have donated to
you or your team.
64. The two BIG asks
1. Charity asks people to participate
2. They then ask their friends, family, co-
workers, classmates to give
The biggest reason people don’t give?
THEY ARE NOT ASKED
• So, make it simple, provide people with
the tools, give them templated emails,
encourage them along the way
66. The case against anonymous post-
event surveys
• Understand why they participate in the
event and craft communication plan
• Track ‘issues’ and deal with them
personally (renewal is vital)
• Understand if person likes incentives or is
turned off by them
67. Also, use the registration form to
capture 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?
68. Reasons people participate in an
event:
• Affinity to activity
– I like to walk and be outside.
• Affinity to third party group
– I want to support my company’s 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.
71. Social media landscape
• Facebook is the #1 social network used by
nonprofits (98%)
• Twitter adoption rate is increasing
• Paid, earned and owned media
• Online communities growing – more
likes, more followers
• New players: Google+ and Pinterest
Source: The Nonprofit Social Network Benchmark Report, 2012
72. Choose the best network for
your event
WALK FOR KIDS HELP PHONE
74. We looked at 4 generations
GEN Y BOOMERS
•Trendsetters •Frequent
•Early Adopters internet users
•Willingness to try •Less likely to upload
new social networks Videos or listen
to podcasts
GEN X CIVICS
•Similar to Gen Y but •More passive on
not as quick to adopt social media
•More ‘regular’ users •50% using Facebook
of LinkedIn and YouTube
75. Donors like peer to peer on social
networks
• Donors like the idea of their friends and
family asking for donations via social
networks
• Younger people find this the most
appropriate but older people are open to
this too
• How can we use social media as a peer to
peer channel?
76. Social media & Peer-to-Peer
• The past decade saw the meteoric rise of
peer to peer fundraising as a tool on
engaging younger donors
• But as internet user starts to spend more
and more time on social networks – the
days of emailing to ask for a peer-to-peer
gift may be declining
77. Social media is #1 online activity
Source: comScore Media Metrix, March 2007 - October 2011
78. Social Media Turbo charge for
peer to peer fundraising
Source: Blackbaud Social Giving Report 2011
79. Social Media Turbo charge for
peer to peer fundraising
Source: Charity Dynamics, 2011
80. 4 steps for social media success
1. Make sharing easy
2. Empower your participants
3. Communicate regularly
4. Measure, refine, repeat
81. 1. Make sharing easy
• Add sharing buttons to your website,
emails, all collateral so people know
where you are
82. 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 media
presences
83. 2. Empower your participants
• Give them clear direction on how they
can help
• Give them tools to help raise money
through social channels
85. 3. Communicate regularly
• Social media has got to be “all in”
• Keep the “social” in social media, can’t just push your
organization’s content, need to engage in a dialogue
• Reserve time to monitor your social media channels on
a regular basis
• Respond to comments or questions made by your
followers on your posts
• Ask logical, relevant questions of your followers in posts
• Repost/retweet interesting relevant posts from others
engaging with you on social media
• Keep your social media activities going year-round
87. 4. Measure, refine, repeat
• Shocking how many orgs go through the
trouble of a social media strategy with no
plans to track its success
• Track everything you can to the best of your
ability
– Messaging: polls, photos, positive/negative
sentiment
– Social cues: likes, shares, retweets
– Fundraising: donations, registrations
– Website: pages/visit, time on site, bounce rate
88. How is social media measured?
Source: comScore/Buddy Media
89. 11) Keep A Dashboard
• Find tools to help you aggregrate social
media numbers in support of an event
• Monitor the dashboard and make tactical
and strategic decisions based on what
you see
90. Social media summary
• Your constituents are on (multiple) social
media networks, are you?
• 4 steps to social media success
1. Make sharing easy
2. Empower your participants
3. Communicate regularly
4. Measure, refine, repeat
92. How can you be efficient in your
communications?
93. Segment donors
• Segmentation is the key to ensuring you
are spending the right amount of time on
the right participants
1. Team Captains raising > ? or of large teams
2. Team Captains raising < ? or of small teams
3. Team Members raising > ?
4. Team Members raising < ?
5. Individuals
6. Non-fundraisers
94. Pareto₂
• Of your top 20% of participants, give a
highly personalized experience to the top
4%
• Assign a personal fundraising coach –
check-in regularly
• Also provided additional support for team
captains of large team (10+ people)
95. 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
96. Stewardship
• Thank you call
– Congratulations on completely your first
Walk
– Encourage sign up for next years Walk
• First time Walker thank you email series
– Links to social media to stay involved year
round
– Encouraging sign up for next years Walk
97. Recruitment Emails
Audience 2010 Participants 2010 Participants 2010 Participants 2010 Participants 2010 Participants 2010 Participants 2010 Participants
Walk
Kill File 2011 Participants 2011 Participants 2011 Participants 2011 Participants 2011 Participants 2011 Participants 2011 Participants
Sequence Email 1 Email 2 Email 3 Email 4 Email 5 Email 6 Email 7
19 weeks before 16 weeks before 13 weeks before 10 weeks before 7 weeks before 4 weeks before 1.5 weeks before
Timing
event event event event event event event
Send Date 06-May 27-May 17-Jun 08-Jul 29-Jul 19-Aug 02-Sep 12-Sep
An exclusive
invitation for last How your WWoH In less than a Time-sensitive
A new year of 3 reasons you What does
year's WWoH dollars make a month/ information
Message WWoH/ Team should sign up for WWoH mean to
participants/ difference/ Countdown about this year's
captain invitation WWoH 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 for
CALL TO ACTION
2011 2011 2011 2011 2011 2011 2011
Emails with
Start a team Start a team Start a team Start a team
conditional
------------------ ------------------ ------------------ ------------------
content for past
Sign up online Sign up online Sign up online Sign up online
team captains
proprietary and confidential
98. Coaching Emails
Audience
All 2011 Participants
Walk
Sequence Email 1 Email 2 Email 3 Email 4 Email 5 Email 6 Email 7 Email 8 Email 9 Email 10 Email 11 Email 12 Email 13
18 weeks 15 weeks 12 weeks 10 weeks 8 weeks 6 weeks 4 weeks 3 weeks 2 weeks 8 days 4 days Day 3 days
Timing before before before before before before before before before before before before after
event event event event event event event event event event event WWoH event
Send Date 08-May 29-May 19-Jun 03-Jul 17-Jul 31-Jul 14-Aug 21-Aug 28-Aug 04-Sep 08-Sep 11-Sep 12-Sep 15-Sep
Tip: Add Do your
Tip:
New ways An your Facebook How your
3 steps to The Successfu
to update WWoH friends WWoH A WWoH
fundraisin Why you 10 friends WWoH l Event Thank
Message g success
fundraise
WWoH
on your URL to know that dollars
and $10 totals so fundraisin
team
Details You
with progress your you're help save challenge
- tutorial far... g on
Facebook so far email Walking lives
Facebook
signature this year?
Which
Double Ask 4 Donate
team
Share your new your
Send Send member
Personal your totals Create a Send an potential profile pic
streams streams can raise Prepare Share
donation/ WWoH today personal email donors on
on on Ask 10 the most for the your
update story on ------------- URL/ Add with 2 ------------- Facebook
Day of
CTA page/
Facebook
your ---- it to your
Facebook
key
friends
---- / Send
$ WWoH/ WWoH
------------- ------------- for $10 between Last email experienc
send personal Personal email cancer Ask 8 streams
---- ---- now and push e/Survey
emails page/ Tell donation/ signature facts new -------------
goal Goal this
6 friends send potential ----
weekend
emails donors goal
?
Updated
$100+
personal
Team Raised $ Team emails Team raised Team Team Team
page
Captains No goal online Captains No goal sent Captains online No goal Captains Captains Captains
-------------
------------- ------------- ------------- ------------- ------------- ------------- ------------- ------------- ------------- ------------- ------------- -------------
Conditionals ----- ----
----
---- ----- ---- ---- ----- ---- ---- ----- ----- -----
Not
Team goal $0 raised Team goal no emails Team >$100 goal Team Team Team
updated
Members
personal
online
proprietary and confidential
Members sent Members raised
online
Members Members Members
page
104. The Phone can be irritating…
“The 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 the
phone”
Bill DeWitt
105. But…
“The telephone, which interrupts the most
serious conversations and cuts short the most
weighty observations, has a romance of its
own”
Virginia Woolf
106. The phone and online?
Prc nta eof G l Ris d - w a w a c ll
e e g oa a e ithout nd ith a
100
90
Percentage of Goal Raised (%)
80
70
60
50 Percentage of Goal
40 Raised
30
20
10
0
1 2
1: without call; 2: with call
107. Further tests…
• A phone test was conducted a second year with
online event registrants…
• The test group that received a phone call (2.5
minutes in length) raised $131.42 more than a
registrant who did NOT receive a call
108. Online pledge pages and
calling….
Yoga In Motion
Impact of Calling Participants
$1,000
$920.09
$900
$800
$722.18
$700
Average Revenue ($)
$600 Up 27.4%
$500
$400
$300
Avg. Revenue
$200 Per Participant
$100
$-
Not Called Called
Action Taken
109. High touch…high gift
amounts…
• 20 board member pages
• $237,534 raised ($143,000
by one board member)
• Phone used to
stimulate, manage, and help
board members with their
personal pages
111. The phone and pledge pages are
beautiful partners…
Average Raised
Including Inactive Participants No Call 1 call 2 calls
$84.01 $187.59 $456.18
Excluding Inactive Participants $140.30 $213.85 $596.54
hjc Proprietary & Confidential 111
112. “MSF contact was perfect. I received
one call that was meant to answer any
of my questions and assist me in
fundraising. It was great.”
Participant Survey Respondent
The number one rated interaction with MSF was the phone
call over the three month campaign!
hjc Proprietary & Confidential 112
114. What to say?
• Thank you for registering
• Can I help at all?
• You’re doing a great job! Is the
technology working for you? Any
questions at all?
• One week ‘til race day!
• You’ve reached your fundraising goal!
Let’s raise it.
115. And one last thing!
• How do you convert your lapsed donors and
pledge participants?
• Very carefully!
• You need to combine online, mail, and the
phone
• You need to come up with a monthly giving
offer that is connected to their
emotional, personal connection to the
individual and ‘team’ experience of the
event
116. Take our survey!
Go online and fill out the survey! We’ll select 1 WINNER to
receive complimentary 1-hour pledge event fundraising
consulting session
http://www.surveymonkey.com/s/MKJWHWP
117. Thank you!
• Mike Johnston
mjohnston@hjcnewmedia.com
• Tara Irwin
tara.irwin@hjcnewmedia.com
• Mark McGrath
mark.mcgrath@hjcnewmedia.com
Hinweis der Redaktion
Win a multi-channel consulting session
Mike Direct donation most prevalent, but more likely to be first form of support as age Y (followed by X) more likely to check out the charity’s website as a way to get involved. Also more likely to attend an event and volunteer. Finally, Y most likely to promote charity to others through email, FB, etc. Suggests that younger groups need to go through one or more cultivation steps to build a relationship that can lead to a financial transactionQ12: When you first learned of [Top Charity], in what ways did you become involved with the charity/group? Blue numbering indicates significance at the 95% confidence level
US has a far greater reliance on direct mail than Canadian – especially for prospecting – Canadian donors are more likely to respond at fundraising events, give monthly or donate in honor/tribute. Mobile and social media are much more prolific in US. May bebecaus emajor social network channels have been around for longer in the US. US mobile giving refulation much more freedom that in Canada. Regulations are only just now starting to open up. Checkout :58Mailed gift:27Website:32FR event: 41Honour/Tribute: 34Third party vendor: 17Monthly giving: 25Phone: 17Mobile: 3Social networking : 3
Mike
Mike
Mike
MikeUse online technology in ways that most closely resemble what they are already doing.. And this goes for Civics as well. If you are thinking about bridging strategies here, think first about online equivalents of how they are already engaged. That’s why e-newsletters makes sense and online petitions – it’s not new for them to receive a request to send a letter to politicians. You can also send e-letters as part of a multi-channel campaign that reflects your direct mail message and approach.
Mike
Mike
Mike
Mike
Mike
Mike
Mike
Mike
Mike
Mike
Put revenue
Over the course of 4 periods the Walk grew from $1,133,000.00 to $2,539,000.00, its compound annual growth rate, or its overall return, is 22.35%.CAGR essentially smoothes out the progress of your investment over a period of time, providing a clearer picture of your annual return.
By calling people we made a 20% goal difference.
By calling people we made a 20% goal difference.
You’re doing a great job, let me know if I can help at all. Have I caught you at a bad time?