Get Your Event Fundraising On Like A Boss
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Ready to streamline your event planning and execution? Whether you are doing a virtual fundraising event, walk, bike ride, golf tournament or a gala, great events are a result of great planning, event-day execution and post event follow-up. We’ll walk you through proven online fundraising and marketing practices and strategies for: - Pre-event planning including timelines and event promotion - Leveraging online registration and fundraising tools - Reducing friction in your registration process to increase conversion rate - Ensuring a smooth check-in process - Reaching campaign goals by monitoring real-time data
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Get Your Event Fundraising On Like A Boss
- 1. #KimbiaWebinars @KimbiaInc Pre, during and post event best practices • Today’s Host: Taylor Shanklin, aka “T-Shank” • Online Fundraising Is Our Jam! • Favorite things: Coffee, chocolate, digital trends • On “The Twitter” @kimbiainc @tshankcycles • www. Kimbia.com Special thanks to our friends at CASA of Travis County – Superhero run photo shown here Get Your Event On “Like A Boss” Kimbia Webinar | July 2017
- 2. #KimbiaWebinars @KimbiaInc So Many Types of Events Basic Principles of Marketing & Engagement Apply Run Walk Ride Crowdfunding Do-it- yourself Aka DIY Giving Days Galas Golf
- 4. #KimbiaWebinars @KimbiaInc Pre-Event Planning CHECKLIST: • Build buzz early • Last Year Matters: Segment and Incentivize • Have the right pre-event tools to promote • Take care of your sponsor(s)
- 6. #KimbiaWebinars @KimbiaInc Look to Last Year’s Participant Data Who were the most engaged participants? When was the highest registration period? Ask last year’s attendees to attend again What didn’t seem to work last year? What worked?
- 7. #KimbiaWebinars @KimbiaInc • Look at last year’s donation levels • Did most gifts come in at, above, below? • Participant fundraising averages? • Look at last year’s registration fee: • Do you think it was too high/too low? • What percentage of registrants gave an additional gift? • Look at the suggested fundraising goal: • How many met, exceeded, failed to meet? • Plan to adjust and test: Test, Test, Test and Iterate Look to Last Year’s $ Data
- 8. #KimbiaWebinars @KimbiaInc Segment & Incentivize 1. Variable content, tailored to recipient 2. Early registration promos 3. Login to your fundraising center and do x, y, z 4. Participation interval incentives 5. Create Competition Team captain Major Donor Non Fundraising Participant Friend of a friend supporter Local sponsor Major Donor
- 9. #KimbiaWebinars @KimbiaInc Pre-Event Tools Website Event Countdown | Fundraiser Story, mobile capabilities | Social Promotion | Pledge
- 10. #KimbiaWebinars @KimbiaInc Empower Promoters Tip! Read about Seth Godin’s advice on “Sneezers” http://sethgodin.typepad.com/seths_blog/2010/05/the-circles-no-more-strangers.html Who are your “sneezers”? Fan Sneezers The “Sneezed Upon”
- 11. #KimbiaWebinars @KimbiaInc Pre-Event Tools Example: Participant Messaging
- 12. #KimbiaWebinars @KimbiaInc FOCUS ON THE BIG PICTURE 7weeksout 8weeksout 6weeksout 5weeksout 4weeksout 3weeksout 1weekout 2weeksout Weekofevent 1-2weeksafter Within24hours COACHING: Registered Participants HARDLAUNCH Year-round Communication: Impact SOFTLAUNCH9-10weeksout RECRUITMENT: ALL-STAR SUPPORTERS RECRUITMENT: Past Participants RECRUITMENT: New Acquisition Communications Timeline Example
- 13. #KimbiaWebinars @KimbiaInc Sponsors • Promote sponsors in newsletters, site collateral, table linens, etc. • Ask sponsors to recruit others in community • Special matching funds • Provide sponsors tool to help you on their own site
- 14. #KimbiaWebinars @KimbiaInc Test and Evolve • Pre-event period is a good time to plan/test • Registration paths • Donation levels • Incentives • Adjust on the go when possible • Make sure you are using analytics for real- time information
- 15. #KimbiaWebinars @KimbiaInc Day-of-Event Live Events • Check-in process • On-site donations • Volunteers • Sponsors • Live updates Virtual Events • Show Totals • Social Media • Specific Hashtags • Thank-yous
- 16. #KimbiaWebinars @KimbiaInc Post-Event Proven Practices • Show Total/Impact • Thank You • Continue the Giving Momentum • Analyze and Understand • Follow-up, and think through long-term nurture plan • Post mortem: Improve for next year • Invite to share their experience • Over Coffee • Survey
- 17. #KimbiaWebinars @KimbiaInc • Post Event Numbers • Leaderboards • Videos of your event • Call to action (Miss it? You can still donate) Website Practices
- 18. #KimbiaWebinars @KimbiaInc Don’t Forget the Other Channels
- 19. #KimbiaWebinars @KimbiaInc • Revenue • Gifts • Average Gift • # of Donors • # of Participants/Registrants • Online conversion rate (for registration) • Online conversion rate (for donation) KPIs You Should Care About
- 20. #KimbiaWebinars @KimbiaInc Fundraising Participants Event Registration Giving Days / Virtual Events of Giving Revenue per Participant % Early bird Revenue by fund or competitive element Gifts per Participant* % returning Revenue by channel (online/offline) % of Participants Fundraising* % making an additional gift with registration % making an additional gift with registration % of revenue from $500+* % of revenue from fees vs. additional gifts % of revenue from fees vs. additional gifts % of returning participants % of returning participants % of returning participants % fundraising more YOY % fundraising more YOY % fundraising more YOY KPIs by Campaign Type
- 21. #KimbiaWebinars @KimbiaInc Example: Optimal Donor Conversion Flow Stewardship Conversion Ongoing Cultivation
- 23. #KimbiaWebinars @KimbiaInc Get Started Today • Take the FREE event registration self assessment. • We will send to you after the webinar • OR download now within the webinar
- 24. #KimbiaWebinars @KimbiaInc WE DID IT! THANK YOU! Want to see a demo of how Kimbia can help you with your events? Visit Kimbia.com Email us: info@kimbia.com Question for T-Shank?: taylor@kimbia.com #KimbiaWebinars #GOOYOW @KimbiaInc
Hinweis der Redaktion
- Rules of marketing still apply
- I want to talk about anticipation. Imagine a time where you’ve had a lot of build up to go on a vacation, or to buy a product that is coming out, or to go to an event…..
- Understand last year’s event data to inform this year’s event.
- Look at last year’s donation levels Did most gifts come in at, above, below? Donation average? Participant fundraising averages? (To help you set goal) Look at last year’s registration fee: What percentage of registrants gave an additional gift? Look at the suggested fundraising goal: How many met, exceeded, failed to meet? Plan to adjust and test
- Targeted communication leads to superior performance. Open early and/or discounted registration for prior year participants (sense of urgency) Create special incentives for high $ fundraisers to convert to team captains (if you have teams) Create variable content for engaged vs passive participants Incentives for participants not fundraising online “Log into your center today, post link on your blog, get a special sponsor fundraising match: “Participants who access their event center are more valuable overall than those who do not.” Create, offer, and promote regular interval participation prizes Everyone registered this week can win X Those who get most gifts this week entered to win iPad (promote online fundraising) Create friendly competition and recognition Progress newsletter featuring high performing teams or individuals Tips from what those participants are “doing right” to incentivize others
- The personal centers: just because they are there, doesn’t mean participants will use them Create email series introducing tools and showing examples of successful fundraisers Provide resources and tem plates: “ask emails”, “thank you emails”Encourage social sharing Provide on the go tools: Pledge to give Resource centers with accessible collateral Encourage social sharing: Provide suggested social language Consider all the networks and visual media Optimize for on-the go fundraising Understand when and where participants are likely to pre-engage Make sure screen resolutions are part of your design
- Give your sneezers a megaphone Your highest $ donors are not always the ones with the most influence. Listen using social tools Interact Provide call to action language by channel Provide feedback and impact loops