SlideShare ist ein Scribd-Unternehmen logo
1 von 117
Downloaden Sie, um offline zu lesen
6 SIMPLE WAYS THAT YOU CAN
ACHIEVE BREAKTHROUGH RESULTS
FOR YOUR PLEDGE EVENT
Presented by: hjc
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
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
Remember...




It’s tempting to follow trends
  BUT follow your supporters
GENERATIONAL IMPERATIVE FOR
EVENTS
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%
Canadians ‘do’ more event fundraising than
our US cousins…
DEMOGRAPHIC IMPERATIVES: HOW
BOOMERS AND YOUNGER DONORS ARE
 EVENT FANATICS… NOW AND IN THE
             FUTURE!
BOOMERS (MID-AGED DONORS)
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
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
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
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
• How boomers act – compared to civics
  and how this makes sense for online social
  network fundraising…
The Current and Future Donor…
Hyper-adventure giving – feeling
young and having fun while giving
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.
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
Extreme Giving


Hyper-adventure giving – feeling
young and having fun while giving
Stretch goals…
Stretch Goals…
Personal page

Stretch goal of
$10,000+
Mission/trip
connection

Experiential
And then there is Gen Z…



                      • Do you have
                        an integrated
                        plan for
                        supporters
                        under 15?
Maximizing peer 2 peer

•   Third party event portals
•   Memorial/tribute/honour giving
•   Celebration fundraising
•   School/church fundraising
Too manual
Leveraging online
Going even farther
Peer to Peer and milestone giving
Peer to Peer and Milestone Giving
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
WAY #1: CREATING A DATA-DRIVEN
EVENT CULTURE
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
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?
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.
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
EVENT KEY PERFORMANCE
INDICATORS
Which benchmarks?
    Mission      • Key metrics:
                    – Number of events
   Revenue          – Participant satisfaction

     Gifts

    Donors

  Participants

     Event
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.
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%
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
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%
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.
Which benchmarks?
    Mission                    • Key metrics:
                                    – Number of donors
   Revenue                          – Average and median
                                      donors per participant
     Gifts

    Donors

  Participants

     Event

             proprietary and confidential
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
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
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
Revenue
                                  2007         2008            2009      2010
Revenue                         $1,133,000   $1,493,000   $2,262,000   $2,539,000

Annual Growth Rate                 N/A          31%            51%        12%
Expenses                        $303,000     $329,000      $453,000    $610,000
Surplus                         $830,000     $1,164,000   $1,809,000   $1,929,000

% of Dollar to Programs            73%          78%            80%        76%
Compounded Annual Growth Rate                         22.35%
2007-2010
Revenue KPIs

                     2007            2008              2009            2010
Fundraising    $887,398.00   $1,129,122.00     $1,789,308.00   $2,072,069.00
Participants         5,319          6,185            11,324          11,152
Fundraisers          2,399          3,151             5,434           6,225
Donors             18,155          21,574            35,342          35,584




                proprietary and confidential
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
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
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
WAY #2: WEB SITE
What do you think?
Key Components of an Online Event Website:
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
6 Simple Breakthrough Ideas for your next Pledge Event
6/28/2012   proprietary and confidential   55
proprietary and confidential   56
and confidential
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?
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.
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
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.
6/28/2012   proprietary and confidential   62
6/28/2012   proprietary and confidential   63
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
Listen to your supporters!

WAY #3: SURVEY
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
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?
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.
Make sure you leverage

WAY #4: SOCIAL MEDIA
6 Simple Breakthrough Ideas for your next Pledge Event
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
Choose the best network for
 your event



WALK FOR KIDS HELP PHONE
WALK FOR KIDS HELP PHONE
10 Quick Wins to Implement
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
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?
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
Social media is #1 online activity




      Source: comScore Media Metrix, March 2007 - October 2011
Social Media Turbo charge for
peer to peer fundraising




        Source: Blackbaud Social Giving Report 2011
Social Media Turbo charge for
peer to peer fundraising




           Source: Charity Dynamics, 2011
4 steps for social media success
1.   Make sharing easy
2.   Empower your participants
3.   Communicate regularly
4.   Measure, refine, repeat
1. Make sharing easy
• Add sharing buttons to your website,
  emails, all collateral so people know
  where you are
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
2. Empower your participants
• Give them clear direction on how they
  can help
• Give them tools to help raise money
  through social channels
Have participants fundraise for
you everywhere
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
3. Communicate regularly
• A schedule can really help with your communications strategy
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
How is social media measured?




         Source: comScore/Buddy Media
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
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
Communicate personally with the best ROI

WAY #5: SEGMENT AND STEWARD
MORE EFFECTIVELY
How can you be efficient in your
communications?
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
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)
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
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
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
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
• Newsletter-style email:
• Participant segmentation
  – Allowed for specific and targeted fundraising
    messages
  – Team Captains
  – Raised $0
  – Raised <$500
  – Raised >$500
• Strong content/great incentives
WAY #6: MULTI-CHANNEL
  COMMUNICATION: PHONE AND
  ONLINE
HOW TO USE THE TELEPHONE WITH
        PLEDGE EVENTS
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
But…

“The telephone, which interrupts the most
serious conversations and cuts short the most
  weighty observations, has a romance of its
                    own”

                      Virginia Woolf
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
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
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
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
6 Simple Breakthrough Ideas for your next Pledge Event
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
“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
When to Call?
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.
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
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
Thank you!
• Mike Johnston
  mjohnston@hjcnewmedia.com
• Tara Irwin
  tara.irwin@hjcnewmedia.com
• Mark McGrath
  mark.mcgrath@hjcnewmedia.com

Weitere ähnliche Inhalte

Was ist angesagt?

How to Avoid Fundraising’s Quiet Killer: Donor Attrition
How to Avoid Fundraising’s Quiet Killer: Donor AttritionHow to Avoid Fundraising’s Quiet Killer: Donor Attrition
How to Avoid Fundraising’s Quiet Killer: Donor AttritionAggregage
 
The Importance of Retaining First-Time Donors (And How To Do It)
The Importance of Retaining First-Time Donors (And How To Do It)The Importance of Retaining First-Time Donors (And How To Do It)
The Importance of Retaining First-Time Donors (And How To Do It)Bloomerang
 
The Intentional Fundraiser
The Intentional FundraiserThe Intentional Fundraiser
The Intentional FundraiserBloomerang
 
Behav science deck
Behav science deckBehav science deck
Behav science deckDonorVoice
 
Turning Event Participants into Event Fundraisers
Turning Event Participants into Event FundraisersTurning Event Participants into Event Fundraisers
Turning Event Participants into Event FundraisersJono Smith
 
Talking Planned Giving: Words that Work
Talking Planned Giving: Words that Work Talking Planned Giving: Words that Work
Talking Planned Giving: Words that Work Russell James
 
Great Things from Small Beginnings: The Importance of Retaining First-Time D...
Great Things from Small Beginnings:  The Importance of Retaining First-Time D...Great Things from Small Beginnings:  The Importance of Retaining First-Time D...
Great Things from Small Beginnings: The Importance of Retaining First-Time D...Bloomerang
 
hjc & HMA: Integrated Monthly Giving
hjc & HMA: Integrated Monthly Givinghjc & HMA: Integrated Monthly Giving
hjc & HMA: Integrated Monthly Givinghjc
 
What Fundraisers Can Do to Retain Year-End Donors
What Fundraisers Can Do to Retain Year-End DonorsWhat Fundraisers Can Do to Retain Year-End Donors
What Fundraisers Can Do to Retain Year-End DonorsBloomerang
 
Monthly Donor Program
Monthly Donor ProgramMonthly Donor Program
Monthly Donor ProgramMeghan Brown
 
Finalfinal blackbaud and hjc session may 31 2012 mwj
Finalfinal blackbaud and hjc session may 31 2012 mwjFinalfinal blackbaud and hjc session may 31 2012 mwj
Finalfinal blackbaud and hjc session may 31 2012 mwjhjc
 
Donor voice donor experiences deck
Donor voice donor experiences deckDonor voice donor experiences deck
Donor voice donor experiences deckDonorVoice
 
Leveraging Social Media for Your Next Fundraising Event
Leveraging Social Media for Your Next Fundraising EventLeveraging Social Media for Your Next Fundraising Event
Leveraging Social Media for Your Next Fundraising EventAbila
 
Video - Navigate 2021
Video - Navigate 2021Video - Navigate 2021
Video - Navigate 2021Bloomerang
 
Planned Giving Words that Work Part II
Planned Giving Words that Work Part IIPlanned Giving Words that Work Part II
Planned Giving Words that Work Part IIRussell James
 
Marketing Bequests: The Delicate Art of Asking for That Final Gift
Marketing Bequests: The Delicate Art of Asking for That Final GiftMarketing Bequests: The Delicate Art of Asking for That Final Gift
Marketing Bequests: The Delicate Art of Asking for That Final GiftBloomerang
 
MarketSmart Words That Work: The Phrases That Encourage Planned Giving
MarketSmart Words That Work: The Phrases That Encourage Planned GivingMarketSmart Words That Work: The Phrases That Encourage Planned Giving
MarketSmart Words That Work: The Phrases That Encourage Planned GivingMarketSmart
 
Maximize Your Database for Fundraising Success (AFP Cincy - Jan 2020)
Maximize Your Database for Fundraising Success (AFP Cincy - Jan 2020)Maximize Your Database for Fundraising Success (AFP Cincy - Jan 2020)
Maximize Your Database for Fundraising Success (AFP Cincy - Jan 2020)Bloomerang
 

Was ist angesagt? (20)

How to Avoid Fundraising’s Quiet Killer: Donor Attrition
How to Avoid Fundraising’s Quiet Killer: Donor AttritionHow to Avoid Fundraising’s Quiet Killer: Donor Attrition
How to Avoid Fundraising’s Quiet Killer: Donor Attrition
 
The Importance of Retaining First-Time Donors (And How To Do It)
The Importance of Retaining First-Time Donors (And How To Do It)The Importance of Retaining First-Time Donors (And How To Do It)
The Importance of Retaining First-Time Donors (And How To Do It)
 
The Intentional Fundraiser
The Intentional FundraiserThe Intentional Fundraiser
The Intentional Fundraiser
 
Behav science deck
Behav science deckBehav science deck
Behav science deck
 
Turning Event Participants into Event Fundraisers
Turning Event Participants into Event FundraisersTurning Event Participants into Event Fundraisers
Turning Event Participants into Event Fundraisers
 
Talking Planned Giving: Words that Work
Talking Planned Giving: Words that Work Talking Planned Giving: Words that Work
Talking Planned Giving: Words that Work
 
Great Things from Small Beginnings: The Importance of Retaining First-Time D...
Great Things from Small Beginnings:  The Importance of Retaining First-Time D...Great Things from Small Beginnings:  The Importance of Retaining First-Time D...
Great Things from Small Beginnings: The Importance of Retaining First-Time D...
 
hjc & HMA: Integrated Monthly Giving
hjc & HMA: Integrated Monthly Givinghjc & HMA: Integrated Monthly Giving
hjc & HMA: Integrated Monthly Giving
 
What Fundraisers Can Do to Retain Year-End Donors
What Fundraisers Can Do to Retain Year-End DonorsWhat Fundraisers Can Do to Retain Year-End Donors
What Fundraisers Can Do to Retain Year-End Donors
 
Monthly Donor Program
Monthly Donor ProgramMonthly Donor Program
Monthly Donor Program
 
Finalfinal blackbaud and hjc session may 31 2012 mwj
Finalfinal blackbaud and hjc session may 31 2012 mwjFinalfinal blackbaud and hjc session may 31 2012 mwj
Finalfinal blackbaud and hjc session may 31 2012 mwj
 
Donor voice donor experiences deck
Donor voice donor experiences deckDonor voice donor experiences deck
Donor voice donor experiences deck
 
Leveraging Social Media for Your Next Fundraising Event
Leveraging Social Media for Your Next Fundraising EventLeveraging Social Media for Your Next Fundraising Event
Leveraging Social Media for Your Next Fundraising Event
 
Video - Navigate 2021
Video - Navigate 2021Video - Navigate 2021
Video - Navigate 2021
 
Planned Giving Words that Work Part II
Planned Giving Words that Work Part IIPlanned Giving Words that Work Part II
Planned Giving Words that Work Part II
 
Donor journeys
Donor journeysDonor journeys
Donor journeys
 
Marketing Bequests: The Delicate Art of Asking for That Final Gift
Marketing Bequests: The Delicate Art of Asking for That Final GiftMarketing Bequests: The Delicate Art of Asking for That Final Gift
Marketing Bequests: The Delicate Art of Asking for That Final Gift
 
MarketSmart Words That Work: The Phrases That Encourage Planned Giving
MarketSmart Words That Work: The Phrases That Encourage Planned GivingMarketSmart Words That Work: The Phrases That Encourage Planned Giving
MarketSmart Words That Work: The Phrases That Encourage Planned Giving
 
Maximize Your Database for Fundraising Success (AFP Cincy - Jan 2020)
Maximize Your Database for Fundraising Success (AFP Cincy - Jan 2020)Maximize Your Database for Fundraising Success (AFP Cincy - Jan 2020)
Maximize Your Database for Fundraising Success (AFP Cincy - Jan 2020)
 
WEBINAR: Planned Giving on One Hour Per Week
WEBINAR: Planned Giving on One Hour Per WeekWEBINAR: Planned Giving on One Hour Per Week
WEBINAR: Planned Giving on One Hour Per Week
 

Ähnlich wie 6 Simple Breakthrough Ideas for your next Pledge Event

Finalfinal blackbaud and hjc session may 31 2012 mwj (2)
Finalfinal blackbaud and hjc session may 31 2012 mwj (2)Finalfinal blackbaud and hjc session may 31 2012 mwj (2)
Finalfinal blackbaud and hjc session may 31 2012 mwj (2)Ashley Donald
 
The science of fundraisingv2
The science of fundraisingv2The science of fundraisingv2
The science of fundraisingv2Amy Braiterman
 
The Next Generation of Canadian Giving AFP Manitoba
The Next Generation of Canadian Giving AFP ManitobaThe Next Generation of Canadian Giving AFP Manitoba
The Next Generation of Canadian Giving AFP Manitobahjc
 
Small Organizations Achieving Big Peer-to-Peer Fundraising Results
Small Organizations Achieving Big Peer-to-Peer Fundraising ResultsSmall Organizations Achieving Big Peer-to-Peer Fundraising Results
Small Organizations Achieving Big Peer-to-Peer Fundraising ResultsCanadaHelps / MyCharityConnects
 
How MOB events are changing the event fundraising landscape
How MOB events are changing the event fundraising landscapeHow MOB events are changing the event fundraising landscape
How MOB events are changing the event fundraising landscapeJustGiving
 
Fundraising Today and Tomorrow: The Next Generation of Canadian Giving - Fund...
Fundraising Today and Tomorrow: The Next Generation of Canadian Giving - Fund...Fundraising Today and Tomorrow: The Next Generation of Canadian Giving - Fund...
Fundraising Today and Tomorrow: The Next Generation of Canadian Giving - Fund...hjc
 
Bloomerang Automate Giving Tuesday 2023.pdf.pdf
Bloomerang Automate Giving Tuesday 2023.pdf.pdfBloomerang Automate Giving Tuesday 2023.pdf.pdf
Bloomerang Automate Giving Tuesday 2023.pdf.pdfBloomerang
 
Understanding Key Metrics Of Direct Mail, Online, & Multi-Channel Fundraising
Understanding Key Metrics Of Direct Mail, Online, & Multi-Channel FundraisingUnderstanding Key Metrics Of Direct Mail, Online, & Multi-Channel Fundraising
Understanding Key Metrics Of Direct Mail, Online, & Multi-Channel FundraisingSanky Inc.
 
Introduction to virtual fundraising
Introduction to virtual fundraisingIntroduction to virtual fundraising
Introduction to virtual fundraisingBrendan Rodgers
 
Mike Johnston - hjc - Canadian Higher Education Congress 2012 (Annual Giving)
Mike Johnston - hjc - Canadian Higher Education Congress 2012 (Annual Giving)Mike Johnston - hjc - Canadian Higher Education Congress 2012 (Annual Giving)
Mike Johnston - hjc - Canadian Higher Education Congress 2012 (Annual Giving)hjc
 
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and TomorrowNext Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrowhjc
 
Social Media Innovation in Friends Asking Friends
Social Media Innovation in Friends Asking FriendsSocial Media Innovation in Friends Asking Friends
Social Media Innovation in Friends Asking FriendsBlackbaud
 
Strategies for Registration Fees AND Participant Fundraising
Strategies for Registration Fees AND Participant FundraisingStrategies for Registration Fees AND Participant Fundraising
Strategies for Registration Fees AND Participant FundraisingShana Masterson
 
Everything you wanted to know about Integrated Fundraising for the 21st centu...
Everything you wanted to know about Integrated Fundraising for the 21st centu...Everything you wanted to know about Integrated Fundraising for the 21st centu...
Everything you wanted to know about Integrated Fundraising for the 21st centu...hjc
 
Year_Round_Fundraising_Bloomerang_Academy.pptx.pdf
Year_Round_Fundraising_Bloomerang_Academy.pptx.pdfYear_Round_Fundraising_Bloomerang_Academy.pptx.pdf
Year_Round_Fundraising_Bloomerang_Academy.pptx.pdfBloomerang
 
1017_Engaging Volunteers as Donors.pdf
1017_Engaging Volunteers as Donors.pdf1017_Engaging Volunteers as Donors.pdf
1017_Engaging Volunteers as Donors.pdfBloomerang
 

Ähnlich wie 6 Simple Breakthrough Ideas for your next Pledge Event (20)

Finalfinal blackbaud and hjc session may 31 2012 mwj (2)
Finalfinal blackbaud and hjc session may 31 2012 mwj (2)Finalfinal blackbaud and hjc session may 31 2012 mwj (2)
Finalfinal blackbaud and hjc session may 31 2012 mwj (2)
 
BBBSMDFINAL3
BBBSMDFINAL3BBBSMDFINAL3
BBBSMDFINAL3
 
The science of fundraisingv2
The science of fundraisingv2The science of fundraisingv2
The science of fundraisingv2
 
Turning Donor Insights into Digital Dollars
Turning Donor Insights into Digital DollarsTurning Donor Insights into Digital Dollars
Turning Donor Insights into Digital Dollars
 
The Next Generation of Canadian Giving AFP Manitoba
The Next Generation of Canadian Giving AFP ManitobaThe Next Generation of Canadian Giving AFP Manitoba
The Next Generation of Canadian Giving AFP Manitoba
 
Small Organizations Achieving Big Peer-to-Peer Fundraising Results
Small Organizations Achieving Big Peer-to-Peer Fundraising ResultsSmall Organizations Achieving Big Peer-to-Peer Fundraising Results
Small Organizations Achieving Big Peer-to-Peer Fundraising Results
 
How MOB events are changing the event fundraising landscape
How MOB events are changing the event fundraising landscapeHow MOB events are changing the event fundraising landscape
How MOB events are changing the event fundraising landscape
 
Fundraising Today and Tomorrow: The Next Generation of Canadian Giving - Fund...
Fundraising Today and Tomorrow: The Next Generation of Canadian Giving - Fund...Fundraising Today and Tomorrow: The Next Generation of Canadian Giving - Fund...
Fundraising Today and Tomorrow: The Next Generation of Canadian Giving - Fund...
 
Bloomerang Automate Giving Tuesday 2023.pdf.pdf
Bloomerang Automate Giving Tuesday 2023.pdf.pdfBloomerang Automate Giving Tuesday 2023.pdf.pdf
Bloomerang Automate Giving Tuesday 2023.pdf.pdf
 
Understanding Key Metrics Of Direct Mail, Online, & Multi-Channel Fundraising
Understanding Key Metrics Of Direct Mail, Online, & Multi-Channel FundraisingUnderstanding Key Metrics Of Direct Mail, Online, & Multi-Channel Fundraising
Understanding Key Metrics Of Direct Mail, Online, & Multi-Channel Fundraising
 
Introduction to virtual fundraising
Introduction to virtual fundraisingIntroduction to virtual fundraising
Introduction to virtual fundraising
 
Mike Johnston - hjc - Canadian Higher Education Congress 2012 (Annual Giving)
Mike Johnston - hjc - Canadian Higher Education Congress 2012 (Annual Giving)Mike Johnston - hjc - Canadian Higher Education Congress 2012 (Annual Giving)
Mike Johnston - hjc - Canadian Higher Education Congress 2012 (Annual Giving)
 
Next Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and TomorrowNext Generation of Fundraising Today and Tomorrow
Next Generation of Fundraising Today and Tomorrow
 
Test PDF
Test PDFTest PDF
Test PDF
 
Social Media Innovation in Friends Asking Friends
Social Media Innovation in Friends Asking FriendsSocial Media Innovation in Friends Asking Friends
Social Media Innovation in Friends Asking Friends
 
Strategies for Registration Fees AND Participant Fundraising
Strategies for Registration Fees AND Participant FundraisingStrategies for Registration Fees AND Participant Fundraising
Strategies for Registration Fees AND Participant Fundraising
 
Hjc higher ed
Hjc higher edHjc higher ed
Hjc higher ed
 
Everything you wanted to know about Integrated Fundraising for the 21st centu...
Everything you wanted to know about Integrated Fundraising for the 21st centu...Everything you wanted to know about Integrated Fundraising for the 21st centu...
Everything you wanted to know about Integrated Fundraising for the 21st centu...
 
Year_Round_Fundraising_Bloomerang_Academy.pptx.pdf
Year_Round_Fundraising_Bloomerang_Academy.pptx.pdfYear_Round_Fundraising_Bloomerang_Academy.pptx.pdf
Year_Round_Fundraising_Bloomerang_Academy.pptx.pdf
 
1017_Engaging Volunteers as Donors.pdf
1017_Engaging Volunteers as Donors.pdf1017_Engaging Volunteers as Donors.pdf
1017_Engaging Volunteers as Donors.pdf
 

Kürzlich hochgeladen

AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarPrecisely
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Adtran
 
Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Brian Pichman
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...DianaGray10
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfDianaGray10
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1DianaGray10
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsSafe Software
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesMd Hossain Ali
 
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfJamie (Taka) Wang
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioChristian Posta
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsSeth Reyes
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopBachir Benyammi
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URLRuncy Oommen
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationIES VE
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdfPedro Manuel
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IES VE
 

Kürzlich hochgeladen (20)

AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity Webinar
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™
 
Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )Building Your Own AI Instance (TBLC AI )
Building Your Own AI Instance (TBLC AI )
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdfUiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
UiPath Solutions Management Preview - Northern CA Chapter - March 22.pdf
 
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1UiPath Platform: The Backend Engine Powering Your Automation - Session 1
UiPath Platform: The Backend Engine Powering Your Automation - Session 1
 
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
 
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
 
Comparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and IstioComparing Sidecar-less Service Mesh from Cilium and Istio
Comparing Sidecar-less Service Mesh from Cilium and Istio
 
Computer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and HazardsComputer 10: Lesson 10 - Online Crimes and Hazards
Computer 10: Lesson 10 - Online Crimes and Hazards
 
20230104 - machine vision
20230104 - machine vision20230104 - machine vision
20230104 - machine vision
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 Workshop
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URL
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 
Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdf
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
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
  • 4. Remember... It’s tempting to follow trends BUT follow your supporters
  • 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%
  • 7. Canadians ‘do’ more event fundraising than our US cousins…
  • 8. DEMOGRAPHIC IMPERATIVES: HOW BOOMERS AND YOUNGER DONORS ARE EVENT FANATICS… NOW AND IN THE FUTURE!
  • 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
  • 18. Extreme Giving Hyper-adventure giving – feeling young and having fun while giving
  • 21. Personal page Stretch goal of $10,000+ Mission/trip connection Experiential
  • 22. And then there is Gen Z… • Do you have an integrated plan for supporters under 15?
  • 23. Maximizing peer 2 peer • Third party event portals • Memorial/tribute/honour giving • Celebration fundraising • School/church fundraising
  • 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 advantage and to their social elevation… • 3rd party event portals for pledge events • P2P for memorializing/honouring/celebrating loved ones
  • 30. WAY #1: CREATING A DATA-DRIVEN EVENT CULTURE
  • 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
  • 46. Revenue 2007 2008 2009 2010 Revenue $1,133,000 $1,493,000 $2,262,000 $2,539,000 Annual Growth Rate N/A 31% 51% 12% Expenses $303,000 $329,000 $453,000 $610,000 Surplus $830,000 $1,164,000 $1,809,000 $1,929,000 % of Dollar to Programs 73% 78% 80% 76% Compounded Annual Growth Rate 22.35% 2007-2010
  • 47. Revenue KPIs 2007 2008 2009 2010 Fundraising $887,398.00 $1,129,122.00 $1,789,308.00 $2,072,069.00 Participants 5,319 6,185 11,324 11,152 Fundraisers 2,399 3,151 5,434 6,225 Donors 18,155 21,574 35,342 35,584 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
  • 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
  • 55. 6/28/2012 proprietary and confidential 55
  • 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.
  • 62. 6/28/2012 proprietary and confidential 62
  • 63. 6/28/2012 proprietary and confidential 63
  • 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
  • 65. Listen to your supporters! WAY #3: SURVEY
  • 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.
  • 69. Make sure you leverage WAY #4: SOCIAL MEDIA
  • 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
  • 73. WALK FOR KIDS HELP PHONE 10 Quick Wins to Implement
  • 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
  • 84. Have participants fundraise for you everywhere
  • 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
  • 86. 3. Communicate regularly • A schedule can really help with your communications strategy
  • 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
  • 91. Communicate personally with the best ROI WAY #5: SEGMENT AND STEWARD MORE EFFECTIVELY
  • 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
  • 100. • Participant segmentation – Allowed for specific and targeted fundraising messages – Team Captains – Raised $0 – Raised <$500 – Raised >$500
  • 102. WAY #6: MULTI-CHANNEL COMMUNICATION: PHONE AND ONLINE
  • 103. HOW TO USE THE TELEPHONE WITH PLEDGE EVENTS
  • 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

  1. Win a multi-channel consulting session
  2. 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
  3. 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
  4. Mike
  5. Mike
  6. Mike
  7. 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.
  8. Mike
  9. Mike
  10. Mike
  11. Mike
  12. Mike
  13. Mike
  14. Mike
  15. Mike
  16. Mike
  17. Mike
  18. Put revenue
  19. 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.
  20. By calling people we made a 20% goal difference.
  21. By calling people we made a 20% goal difference.
  22. You’re doing a great job, let me know if I can help at all. Have I caught you at a bad time?
  23. Win a multi-channel consulting session