What's next for events?
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Presentation delivered at IoF Fundraising Convention, July 2017 Have mass participation events reached saturation point? Has the humble 5km really had its day? Who raises more? Men vs women, runners vs cyclists, young vs old, north vs south? In this session, we’ll deep dive in to the trends we’ve seen on JustGiving over the last decade and examine the emerging ones. We’ll look at which events in your portfolio are likely to drive the most fundraising income, which ones are slowing down and which ones are growing fast!
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What's next for events?
- 1. What’s next for events? IoF Fundraising Convention, July 2017 Keith Williams General Manager Sally Falvey Head of Brand & Content #ioffc
- 2. Today’s topics • Event fundraising trends • Event spotlight: London marathon • The secrets of success fundraisers • What we’ve been testing
- 3. WHAT EVENT FUNDRAISING TRENDS ARE WE SEEING ON JUSTGIVING?
- 4. How we crunched the numbers When someone sets up a Fundraising Page on JustGiving, they tell us what they’re doing their fundraising for: If they select ‘an organised event’ or ‘personal challenge’, they can choose from a list of events that have been categorised under the following: running/marathons walks triathlons treks swimming cycling parachuting/skydives We class this as ‘event fundraising’.
- 5. The events market is maturing, but still growing 2012 2016 106% growth
- 6. Running still dominates Data represents ‘event fundraising’ pages (as of 20 June 2017) 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 Parachuting & skydives Triathlons Swimming Treks Cycling Walks Running / marathons Pages created per event type 2011 2012 2013 2014 2015 2016
- 7. But other events are growing in popularity 2011 vs 2016 1% 1% 2% 4% 9% 17% 64% 1% 1% 1% 2% 6% 9% 79%
- 8. And the money they raise 257% 237% 183% 161% 145% 77% 67% 0% 50% 100% 150% 200% 250% 300% Walks Swimming Cycling Treks Parachuting & skydives Triathlons Running / marathons Event fundraising growth per category 2016 vs 2011 (£ raised)
- 9. Event popularity and income growth – 2011 vs 2016 Running Popularity: 23% Income: 67% Walks Popularity: 204% Income: 257% Cycling Popularity:124% Income: 183% Treks Popularity: 217% Income: 161% Skydives Popularity: 78% Income: 145% Swimming Popularity:187% Income: 237% Triathlons Popularity:103% Income: 77%
- 10. Walks £351 Running/ marathons £395 Cycling £770 Treks £914 Parachuting/ Skydives £606 Swimming £432 Triathlons £749 Marathons - £1,231 Half marathons - £518 10k - £319 5k - £183 Average raised incl. Gift Aid per active ‘event fundraising’ page in 2016 (as of 20 June 2017) Which events raise the most on average?
- 11. £914 £749 £770 £606 £432 £395 £351 £0 £200 £400 £600 £800 £1,000 £1,200 Treks Triathlons Cycling Parachuting & skydives Swimming Running / marathons Walks 2011 2012 2013 2014 2015 2016 Giving fatigue a myth Page averages over the last five years
- 12. The battle of the sexes • Women, as a group, raise more for event fundraising • As more of them actively fundraise • BUT, men on average raise more per person for event fundraising
- 13. Pages created per event category 2016
- 14. Men Women £388 page average £537 page average £ raised A closer look at SWIMMING 0 500 1,000 1,500 2,000 18-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-75 Women Men Popularity
- 15. Men Women £599 page average £618 page average £ raised A closer look at SKYDIVESPopularity 0 200 400 600 800 1,000 18-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-75 Women Men
- 16. Men Women £318 page average £630 page average £ raised A closer look at RUNNINGPopularity 0 20,000 40,000 60,000 18-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-75 Women Men
- 17. Men Women £645 page average £831 page average £ raised A closer look at TRIATHLONSPopularity 0 200 400 600 800 1,000 18-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-75 Women Men
- 18. Men Women £728 page average £789 page average £ raised A closer look at CYCLINGPopularity 0 2,000 4,000 6,000 8,000 18-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-75 Women Men
- 29. £1,919 PAGE AVERAGE +6% on 2016 This is the number we obsess about: BEST EXPERIENCE RAISE MORE MONEY
- 30. Walks £351 Running/ marathons £395 Cycling £770 Treks £914 Parachuting/ Skydives £606 Swimming £432 Triathlons £749 Marathons - £1,231 Half marathons - £518 10k - £319 5k - £183 Average raised per active ‘event fundraising’ page in 2016 (as of 20 June 2017)
- 31. WHAT ARE THE BEHAVIOURS OF THE MARATHON FUNDRAISERS WHO RAISE THE MOST?
- 32. 1) THEY ARRIVE EARLY TO THE PARTY
- 34. £125 £200£50 A. B. C.
- 35. APRILJANUARY CREATE PAGE 107+ DAYS BEFORE £2,166 +£200 than the average!
- 37. 2) THEY USE ALL THE TOOLS IN THE TOOLBOX
- 38. 1. MOBILE APP 2. TARGET 3. PROFILE PIC 4. PHOTOS
- 39. 1. MOBILE APP £2,121 raised on average by marathon fundraisers using the JG app
- 40. 2. TARGET Our perfect page analysis shows that setting a page target can increase £ raised by up to 45%
- 41. 3. PROFILE PIC A perfect excuse for a selfie – people that add a profile picture to their page raise up to 23% more
- 42. 4. PHOTOS Fundraisers that share photos raise more money - 2% more per photo
- 43. HOW MUCH MORE DID PEOPLE RAISE IF THEY USED ALL FOUR FEATURES?
- 45. £1,431 MORE RAISED £721 vs £2,152
- 46. BONUS STAT JustTextGiving – any guesses for how much more this helped people raise?
- 47. BONUS STAT £200 more raised when a London marathon fundraiser promotes text giving to their page
- 48. OUR OBSESSION WITH GIVING MARATHON FUNDRAISERS THE BEST EXPERIENCE
- 49. 3. NUDGE 1. ACKNOWLEDGE 2. NUDGE 3. REWARD
- 50. 3. NUDGE 1. ACKNOWLEDGE 1. REWARD 2. NUDGE • Donor receipts • Page created
- 51. 3. NUDGE 2. NUDGE 1. REWARD 2. NUDGE • Friend x has started fundraising • Post an update
- 52. 3. NUDGE 3. REWARD 1. REWARD 2. NUDGE • You’re in the top 1 % • You’ve raised 5% of your target
- 53. I’m so inspired by the runners I didn’t get a ballot place I got a charity place I’ve got to train and fundraise I did it!
- 54. I’ve got to train and fundraise I’m so inspired by the runners I got a charity place I did it! I didn’t get a ballot place
- 57. High response Full marathoner Half marathoner High propensity Our emails increased the chances of the first three groups applying for a place
- 58. High response High propensityFul Full marathoner Half marathoner Full and half marathoners were most likely to apply for a place (and both these groups went on to make the most pages)
- 59. +537 fundraising pages Nearly +£1m for good causes on JustGiving
- 60. I didn’t get a ballot place I’m so inspired by the runners I got a charity place I did it! I’ve got to train and fundraise
- 61. 62% OR
- 63. 70% SHARE RATE
- 64. I’ve got to train and fundraise I didn’t get a ballot place I’m so inspired by the runners I got a charity place I did it!
- 66. LEARNINGS: Engagement leads to action (drove 4,222 visits to JG.com) Dual audience content makes it more shareable Complicated to build and re-purpose
- 70. www.justgiving.com/vests-of-the-best ENGAGEMENT LEADS TO ACTION VOB emails – 64% OR and 54% CTOR!!! Drove 10,000 visits to JG.com Within 24 hours, people donated £70k
- 71. SO WHAT DID WE LEARN THIS YEAR?
- 72. 1) PEOPLE LIKE TIPS AND HINTS 2) GIFTS OVER ASKS 3) EVERYTHING IN THE TOOLBOX 4) THE EARLY BIRD CATCHES THE WORM
- 73. Thanks Any questions? What’s next for events? IoF Fundraising Convention, July 2017 #ioffc